We’ve rounded the first quarter of the year and thought it's interesting to see how hotel marketing trends have panned out in comparison with the 2017 predictions.
How accurate were they in terms of impact on hotel shopping and booking? Let’s take a closer look at what’s happening now when it comes to marketing for hotels.
Yep. It’s still a mobile-first world.
No big surprises here! A study by HotelsCombined reported in Hospitality Technology, showed that hotel bookings on mobile increased 67% in 2016, and today over one third of people book hotel rooms on a mobile device. Combine that with Google’s emphasis on mobile-first indexing when it comes to search results, and it’s clear that mobile is the way to go for your website and hotel marketing strategy.
Ninety-four percent of senior-level executives believe personalized experiences are key to connecting with customers. This is especially true when it comes to your email marketing campaigns. Don’t bother targeting the “typical” traveler. Collect accurate customer data through your website, booking engine and hotel app (if you have one) to create complete customer profiles. Then use that information to make offers tailored to guest preferences.
More showing, Less telling.
With an estimated 80% of internet traffic turning to video by 2019, you need to get that camera rolling to help increase bookings. On your website, entice visitors with a video tour of amenities or rooms, complete with full balcony views. Send videos in your email marketing too, since video promotion is shown to be 600% more effective than print and direct mail combined.
Websites drive direct bookings.
While it’s true that online travel agencies (OTAs) take up a hefty percentage of your profits, they also serve an important role in marketing for hotels. People discovering you through an OTA often click through to your hotel website. Capture and hold guests’ attention with enticing content, great images, engaging videos and a clear call-to-action (CTA). They’ll forget all about that OTA that led them to you.
Social butterflies are winning.
Lots of user-generated content happening out there! Your guests are posting videos on Facebook, pictures on Instagram, and writing reviews. Start participating in the conversations and include social media monitoring in your marketing plan. And thoughtfully respond to all reviews, even the negative ones. Because research shows that 84% of people agree that an appropriate response to a bad review improves their impression of the hotel.
From a simple algorithm update to evolving trends, when it comes to digital marketing for hotels, it’s important to stay agile, and adapt quickly to the ever-changing hotel marketing landscape.
Would you like help implementing the latest hotel marketing and booking trends?