Maximising Hotel Marketing Strategies

In a competitive and saturated market, hotels cannot afford to be complacent – we show you how to get the most out of your hotel marketing strategies.

You may have allocated a huge chunk of your budget to hotel marketing strategies but to ensure that you are getting the most out of your marketing dollars, it is important to measure the success and sometimes failure of your interactive campaigns and go that extra step above your competitors. We show you how to evaluate your campaigns and how little changes can make a big impact on your hotel revenue.

Surveying customers

To ensure your hotel marketing strategies are firmly hitting their target, it’s always a good idea to survey your customers periodically. You can do this informally by sending a survey to your VIP membership groups, email newsletter database or social media networks or formally through setting up focus groups. Think carefully about the results you want to glean from the survey and tailor your questions accordingly.

Usability Testing

Usability testing is done before a website launches but as design trends change, it should be an ongoing task. Usability testing can show up potential issues in your site, gives you much-needed feedback and give you a much broader understanding of what users are doing and how they interact with your pages. As the tale of the $300 million dollar button shows, making small changes on your site can impact greatly on your revenue.

Google Analytics

Through software such as Google Analytics, you can measure the success of your hotel marketing strategies and monitor how responsive customers are to marketing campaigns – what works and what doesn’t. The web analytics allows you to analyse your keyword portfolio, find out the highest referrers to your site and the best performing pages as well as tracking conversion goals and seeing if there are any stumbling blocks to conversion.

Social media monitoring

As more travelers research accommodation via the internet, it’s critical to a hotel’s success to monitor its online reputation. You can use free tools or premium tools depending on the size of your hotel and budget. It’s best to put a social media policy in place so your marketing team understands when to respond, who will respond and how you will respond. Having a good reputation in the industry will impact positively on your hotel bookings.

Customising messages

Create more effective hotel marketing strategies just by tailoring your campaigns and customising the messages for each segment. You can put together creative package ideas for different target markets such as business travellers, families, couples and solo travellers. Take your online marketing campaigns to the next level – with a little bit of time and thought, you can change a generic campaign into a more personalised strategy.

One of the most important parts of the campaign is measurement but that’s sometimes the step that is overlooked by busy marketing teams. There are always opportunities to enhance your digital campaigns to build your brand and increase your online revenue. Contact Hotel Internet Marketing if you would like more information about hotel marketing strategies and learn about how you can capture more of the fickle travel market.

About Keith Paulin

When not trying in vain to improve his golf handicap, Keith leads the team at iiWorks, a specialist company providing Digital Marketing Strategy Services for clients ranging from small business to national and international companies.
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