The question of how to increase hotel sales is an ongoing challenge for every hotelier.
There’s a famous quote from the ancient philosopher Lao Tzu, “The journey of a thousand miles begins with one step.” And while there are many paths leading to increased hotel sales, there are three important steps you can take – starting right now – to begin your journey to increased revenues.
Step 1: Know your guest
Many hotels place guests in broad categories such as business or leisure travelers. But you need to go deeper. Use modern hotel software to create detailed customer profiles that include information like email addresses, stay history, demographics, personal preferences, room requirements and even special dietary considerations. This type of information is pure gold. You can use it to elevate the guest experience and to create a business strategy that ensures optimal profits. Even better, you can use it to effectively implement step two.
Step 2: Develop customized digital marketing campaigns
Once you have a crystal-clear picture of your niche and ideal customers, you can increase sales and drive repeat bookings through targeted and tailored digital marketing initiatives. Studies show that personalized emails deliver six times higher transaction rates. In addition, attracting new guests costs you five to eight times more than retaining your current ones. By increasing your repeat business, you sweeten your profits by lowering your customer acquisition costs. And the cherry on top? Your repeat customers are a great source for new customers. You can encourage them to refer friends and family members with marketing incentives like room discounts on future stays, complimentary meals or gift cards.
Step 3: Increase direct bookings with a mobile-first website design
Now that you’ve put out all those lovely targeted marketing initiatives into play, you want to make it easy for your customers to act on them via profit-boosting direct bookings. And you can do that with an efficient and engaging mobile-first website. Research shows that 98% of today’s travelers move between multiple screens when booking trips. More Americans are making travel decision on the fly. They may start research on a desktop at work, choose a hotel on their mobile phone over lunch, and make the booking on their tablet while lounging on their sofa at night. And with hotel bookings on mobile devices up 67%, the hotelier who doesn’t have a mobile-first booking engine is losing out on sales.
Need help taking your first steps in determining how to increase hotel sales?