Direct Bookings
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Steal this Hotel Marketing Content Framework
Everyone knows how important it is to have the right content for the right guest at the right time. However, most hotels struggle with content and advertising strategies. I hope this helps hotels be a little more strategic about what they put out there. I should add that this should be a source of inspiration. Make it your own by customizing it.What are your content difficulties for social media, advertising, your website, and your blog?
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What Characteristics do the Best Social Media Managers Share?
Social media is a very important way to get the brand's message out, connect with guests, and make sales. My team was in charge of setting the strategy and guidelines and hiring social media talent at the property level. Here's what the great ones do.
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Guest Messaging is the New Review Response
Although messaging is common in the vacation rental industry, hotels do not take it as seriously. There are hotels that make sure to respond to all reviews, but many questions from various platforms go unanswered. This is a huge missed opportunity. You receive messages from: Social media platforms such as Facebook and Instagram Google Maps/ Business Profile Line, Whatsapp, WeChat, and other instant messaging apps OTA extranets Your website or app All of these will assist you in: Solving guest doubts Generate leads Upsell Cross sell Reduce the number of cancellations Convert them to direct customers Fine-tune the content on your website, OTAs and booking engine I've already…
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Obsession, not aspiration, drives direct bookings. Which one is yours?
Obsession, not aspiration, drives the direct bookings. Which one is yours?During my best years, we were able to get close to 40% of online business direct. Some properties even surpassed the 50%-60% mark. Of course, OTAs had an upper hand during some years, but direct was always the single largest channel. Isn't that good for a small regional chain?My decision-making has always been guided by the following principles.👉🏼 The direct channel is the most important of all.👉🏼 The proportion of direct business validates the strength of my brand and strategies.👉🏼 Unless I'm constantly looking for new ways to get more direct business, my job isn't worth it.👉🏼 Never stop promoting…
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GMs/Revenue leaders, here are some key questions to ask your Distribution/E-Commerce Manager.
Nowadays, most hotels generate 60-80% of their revenue through online channels. It is critical for all relevant team members to cover all bases.➡️ What online channel grew the most in the last 30 days, and why?➡️ What are our conversion rates on the top three OTAs, and what factors are driving their growth/decrease/stagnation?➡️ What has been the most successful promotional campaign/offer in the last 30 days, and why?➡️ What key trends have you noticed in the last three months, such as ADR changes, guest nationality movement, and channel shifts?➡️ What do you want the Revenue Manager/Director to do to help you improve your numbers?➡️ What assistance and resources do you…
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How do you deal with third-party rates on OTAs?
Most OTAs do not want to give anyone else a pricing advantage. According to their data, it is the most important decision factor. They will pull rates from third parties to make the smallest of margins because accepting one more booking has practically zero additional cost. The hotels can either face them head-on or choose to ignore them. The tactics listed below are ordered from most effective to least effective. Completely discontinue the issuance of wholesale contracts. Only sell dynamic rates, whether through OTA or bed banks. Limit allotments to wholesale partners, including bed banks, to reduce the proportion. Fight with OTAs to cut off third-party inventory. Restriction on wholesale…
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How does Hick’s Law apply to hotel distribution and marketing?
Hick's Law is a simple idea that says that the more choices you present your users with, the longer it will take them to reach a decision. Although I have always struggled with it, I have never stopped advocating for simplicity and fewer options when presenting options for our hotel guests to book. You can also interpret the time scale differently. The longer it takes for your website, booking engine, or app to load, the lower their conversion rates. One more way for hoteliers to look at this law is in the context of wait times in front offices, restaurants, and for guest service requests, as well as the number…
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Ten things their digital marketing team/agency wishes hotels knew
My team was in charge of digital marketing for more than 50 properties. The budget we used was in the seven figures (USD) per year. The ROI and CPA requirements were stringent. The team frequently lamented that a distribution, E-commerce, revenue manager, or general manager did not understand what it took to run a successful digital marketing campaign.It was incredible to see so many ideas, tactics, and team members come together beautifully in a perfectly choreographed delivery of amazing numbers like 20 in ROI and under 2% in CPA when it worked. When that happens, the properties know how to handle it properly.Preparation period/ optimization timeWhen it comes to guest…
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Is the direct booking strategy still worth pursuing?
"Hey, business is slowly but steadily returning," a general manager said. “I don't see why I should have to invest in advertising up front. It may end up costing me more than I pay the agents."This is a common refrain, and I appreciate it. Direct is difficult for many independent hotels and small groups. If you don't know what you're doing, you could end up spending far more than it would cost to distribute through third parties.There are several reasons why hotels ignore the direct channel.CostsTalentKeeping up with the ever-changing trendsOTA dominationNo understanding of distribution costsLack of analysis and data practicesPast practices: ‘It has always been this way.’InertiaThere could be…
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Top 5 Hotel Website Mistakes to Avoid in 2022
I do a lot of research and planning for the various trips I take. As someone who works in the hospitality industry, I always prefer to book directly. This means I visit quite a few hotel websites, usually via Google or through their social media pages. Admittedly, my recent travel has been a lot more domestic and regional due to the pandemic.As per my observation, these are the top five mistakes that hotel websites are still making in 2022.1) Missing a Call to Action:So you've taken some lovely photos and videos of your property. You want the best shots to captivate your visitors. They are absolutely amazed. What next?According to studies,…
