The majority of Hotels in Britain are missing out on bookings, and it’s because of fundamental flaws in their Hotel Marketing Strategy.
How to increase Hotel Bookings
To increase Hotel bookings, requires understanding all the factors which determine – why potential customers have or have not booked their stay with you.
What we know as a fact, is that the biggest influencing factor of all is – ‘first impression’.
Hotel owners are missing this point..
… and that is – Potential customers are getting ‘first impressions’ of their Hotels, from all over the place i.e.
- all over the internet
- and all over their social media channels
This is what’s happening
Legions of people are viewing and ‘screening out’ otherwise great Hotels.
They are doing this from their mobile phones and devices, having found these Hotels by one of their many web pages, Instagram posts, Tweets, Facebook posts, Tripadvisor listing and OTA portals.
And it’s all because, most of the images hotels are using are sub-standard!
It goes like this….
Hotel owners invest in a few decent professional shots of the hotel building and some of the bedrooms.
They then use these images on the Hotel Website and think that’s it – job done!
Meanwhile, their marketing people (and general staff) are uploading dreadful looking sub-standard images to website galleries and post pages.
Then it gets even worst…
They’re then ‘blasting out’ Social Media content, without even a thought as to how that dull looking, badly focused imagery, (often of something irrelevant), is going to leave potential customers feeling about their brand / Hotel.
Let me tell you how it’s leaving potential customers feeling… NOT LIKE MAKING A BOOKING!
You can’t get people interested in your Hotel by making your brand look ‘dull and uninspiring’. It won’t work!
Think of Hotel Marketing Like this…
To make it easy to understand, think of your Hotel as a product (or set of products).
To sell a product…
Every place where potential customers can find that product i.e. online and on social media, you have to make that product look its absolute best (in every instance).
If you’re a slacker, and post photos of…
- your product looking less than it is
- people will think your products IS, less than it is! So, you’ll get fewer customers.
It works exactly the same way with Hotels.
So, for your revised Hotel Marketing Strategy… Do this:
Break your hotel down into individual product areas i.e.
- The building and Grounds
- Restaurant and food
- Business functions
- Spa treatments
Now, for each of these
#1 Get professional photography that looks better than anything any of your competitors are using
#2 Commission SEO and Social Media Specialists, with a track record for being able to help you get those images ‘under the eyes’ of more potential customers, than your competitors are getting exposure too.
#3 Make someone responsible for your online reputation. Their job is to ‘gate keep‘ all those places where people within your business, your marketing people and external people are able to post images of your business ‘anywhere’. Task them with making sure no images are posted that do not reach a professional standard.
Do this and you’ll get the ‘Lion’s share’ of Direct Bookings for your Hotel type in its location.