Strengthen your Investment in Digital Marketing

To maximize profits in a competitive market, it is crucial to reinforce the sales strategy, especially in terms of occupancy and digital marketing.

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Below, we present a series of updated recommendations to ensure that your hotel is not only full, but also highly profitable as in the cases we illustrate. ‍

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Reinforce and Optimize your Investment.

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Digital Marketing is a powerful tool for attracting customers, especially during the high season. Here are some strategies you can implement: ‍

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Google Ads Campaigns: Invest in Search and Display ads to capture the attention of those looking for accommodation in your area. Use relevant keywords and attractive ‘Call to Action’ prompts.

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🚀 Salobre Hotel Resort & Serenity (Satocan Group) activated PMAX campaigns at the beginning of 2024 with Roiback's advice, one in the national market and another in the main market of origin, to generate new traffic and provide multi-channel visibility (Search, YouTube, Display, Discover, Google Maps, etc.). The result: in the first quarter of the year, impressions increased 5.4 times, clicks increased 2.5 times, reservation production increased 76%, and revenue increased 66%, maintaining the same level of profitability for the same period as the previous year.

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‍Email marketing: Send communications to previous customers with exclusive offers and updates on local events. A well-targeted email can be very effective in generating bookings. Don't forget to exclude all customers who already have a reservation from your campaigns to avoid the "Cancel & Rebook" from those who have already taken advantage of another promotion.  

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🚀 Reverence Hotels decided to increase the weight of the Email channel and define a relational Marketing strategy to reinforce its Loyalty strategy; and that meant increasing revenue from the email channel by 600% compared to the previous year and, in that same period, having an email channel Conversion Rate of 2.6%.‍

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Metasearch Engines: Platforms like trivago, Tripadvisor, and Google Hotel Ads are key to attracting users who are undecided between booking on one channel or another. Reinforce your investment and show your lowest price compared to other channels.  
71% of users who want to book a hotel start by searching on metasearch engines. Remember that in addition to CPC (Cost per Click) investment, you can also opt for CPA (Cost per Acquisition) investment, which eliminates the investment "risk" since you will only pay a commission for the reservations acquired and enjoyed.  

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🚀 Do as Oliva Nova Beach & Golf Hotel did, with whom we worked on their Metasearch strategy, aligned by objectives of CPA reduction and revenue increase, as well as supporting them in their acquisition and communication strategy in the direct channel. The result: +35% of revenue generated with a –51% Acquisition Cost.

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‍Social Networks: Use platforms like Facebook and Instagram to promote special offers and events. Segment your ads to reach your target audience, such as families, couples, or business travelers. ‍

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YouTube: Don't forget about video. For many, it is a source of travel inspiration, and for others, a place of entertainment where they spend hours. Therefore, if they see your ad, you will awaken their desire to take a dip and spend those vacations or getaways that they have not yet decided on in your hotel. YouTube views for travel inspiration increased by more than 30% compared to the previous year.

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Optimize your Website and Booking Engine

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Make sure your website is optimized for conversions. This includes having attractive images, easy navigation, and an efficient booking engine.  
Offer incentives to book directly through your website, such as discounts or additional benefits. Take advantage of all the tools your engine offers to reinforce your Marketing messages.  

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Promote Advantages of Booking Directly

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Clearly communicate the benefits of booking directly on your website. These may include better rates, exclusive offers, flexible cancellation policies, or free extras such as breakfasts or access to the spa. Even consider offering the best price guaranteed by matching possible disparities detected by your customers.  

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Use Analysis and Tracking Tools

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Use analysis tools to monitor the performance of your digital marketing campaigns. In addition to the comprehensive Metabase reports, platforms like Google Analytics and social media reports can provide valuable information about which strategies are working and which need adjustments.

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Leverage Customer Comments and Reviews

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Customer reviews can influence the booking decisions of future guests. Encourage your current customers to leave reviews and respond proactively to comments, both positive and negative. Good online reputation management can increase trust and attract more bookings.

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Conclusion

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Strengthening your sales strategy in the middle of summer requires careful planning that combines a detailed analysis of occupancy with a smart investment in Digital Marketing. By following these tips, you can maximize both the occupancy and profitability of your hotel, ensuring a successful end to the season. If you need help, do not hesitate to write to us and we will be happy to help you.

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