Be Booked. Not Overlooked (Part 1)
John Wilmans
Trainee High Speed Master at Uber Boat by Thames Clippers | Freelance Yachtmaster
Grow your Brand. Grow your Revenue
The hotel industry is constantly changing, thanks to a shifting in consumer habits and improvements in technology.
With most travel bookings now taking place via websites or apps, hotels are increasingly moving their marketing online. Showing how important the digital realm is to hotels, Trivago and PhocusWright conducted research and concluded that “Independent lodging properties now drive most of their business through online channels (79% and 69% in the U.S. and Europe respectively, up from 59% and 63% in 2015).” That just goes to show that hotels really need to up their digital game.
Be everywhere your Customers are
Increasingly, guests are searching for Hotels online. Using tools like Google, OTA's (Online Travel Agents), Trivago, Booking.com, Websites and Social Media, tech savvy and not so tech savvy travellers are now able to find you anywhere and at anytime. On top of this, you need to manage your offline marketing through magazines, brochures, face to face marketing. As well as managing hotel reviews and guest enquiries. In this document we will focus on your Digital Presence.
Digital Distribution Channels
Digital Distribution Channels can be divided into Direct and Third Party Distribution Channels.
- Direct: Direct Distribution Channels are your website, Internet Booking Engine and a channel manager. By investing in these you can sell directly through your website without incurring booking fee's by selling via OTA's or other booking platforms.
- Third Party Distribution Channels refer to selling your rooms via a third party. This could be an OTA, a Wholesaler or a Tour Operator. This system can get your hotel seen but comes with the added charge of commission or booking fee's.
Digital Marketing
Digital Hotel Marketing is getting your hotel noticed, visible and getting the correct clientele to get in touch and book. Ideally via a Direct search and not via a Third Party Channel. In Part 2 of this document we will look at OTA's and Metasearch Platforms. Then part 3 will focus in on Direct Marketing to help you really be looked and not overlooked.
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5 年Great article John, looking forward to part 2 and three. The great thing is that with a little imagination the broad principles of your discussion can be adapted to my needs.?Hope I won't have to wait too long for the rest :)? Have a great weekend.