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.

‍

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. ‍

‍‍

Strengthen and Optimize your Investment.

‍

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

‍

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' or calls to action.

‍

🚀 Salobre Hotel Resort & Serenity (Grupo Satocan) activated PMAX campaigns at the beginning of this year 2024 with the advice of Roiback, one in National Market and another in the main Source Market, to generate new traffic and give multichannel visibility (Search, YouTube, Display, Discover, Google Maps, etc). The result: in the first quarter of the year, they increased impressions by 5.4 times, clicks by 2.5 times, bookings production by 76% and revenue by 66%, maintaining the same level of profitability for the same period as the previous year.

‍

‍Email marketing: Send communications to past 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 in your campaigns all those customers who already have a reservation to avoid the "Cancel & Rebook" of those who already took advantage of another promotion.  

‍

🚀 Reverence Hotels opted to increase the weight of the Email channel and define a relationship marketing strategy to strengthen its Loyalty strategy; and that meant a 600% increase in revenue from the email channel compared to the previous year and, in the same period, a 2.6% conversion rate from the email channel.

‍

Meta search engines: Platforms such as trivago, Tripadvisor and Google Hotel Ads are key to attract users who are undecided between booking on one channel or another. Reinforce your investment and show your lower 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 bookings acquired and enjoyed.  

‍

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

‍

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

‍

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 and, therefore, if they see your ad you will awaken their desire to take a dip and spend that vacation or getaway they have not yet decided on in your hotel. YouTube views for travel inspiration increased more than 30% over the previous year.

‍

Optimize your Website and Booking Engine

‍

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.  

‍

Promote Direct Booking Advantages

‍

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 breakfast or spa access. Even consider offering a best-price guarantee to match any disparities detected by your customers.  

‍

Uses Analysis and Tracking Tools

‍

Use analytics tools to monitor the performance of your digital marketing campaigns. In addition to Metabase's comprehensive reports, platforms such as Google Analytics and social media reports can provide valuable information about which strategies are working and which ones need tweaking.

‍

Take advantage of Customer Reviews and Comments

‍

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

‍

Conclusion

‍

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

‍

‍