Post COVID-19: The New Way Forward For Hotels – Meta Search Engines & Marketing
Hoteliers need to learn from their past mistakes in marketing from relying on OTAs and outside sources to fill their rooms. There is a new kid on the block and it comes via the BIGGEST kid of all “Google Hotel Ads” and the other Meta Search Engines that are willing and able to boost your direct room sales, and give you the full contact details of your new and past guests. AWESOME!
Meta Search Engines
Meta Search Engines are the answers that hoteliers have been looking for when it comes to filling their rooms directly through their hotel website. When hotels understand the power of metasearch engines, and realise that they get the full customer details, email, phone number, then hoteliers start to realise that they can market to their coming guests, market to them during their stay, and talk to them after they have gone. This is what we call the power of marketing – you now know, all you need is the wisdom to utilise this massive marketing opportunity.
In terms of marketing, the first question to answer is how should you be budgeting during the coronavirus pandemic?
A short pause is understandable, but historic data and research have proven time and again that companies that actively market during a time of crisis – experience higher sales and net income than those that crawl into the dark. We have advised our clients to spend at least 25% of what they would normally spend during the good times, and spend an extra 60% of their time to learn what experience marketing companies do to increase hotel revenue. LEARN and LEARN more about your businesses marketing challenges.
Learn from the past. Look back and understand past marketing trials and learn what worked, what didn’t work, and what you need to do to make them work better.
- Look at each piece with a non-emotion critical eye.
- Which images and high-quality pieces can you use for other channels?
- Which received the most social shares, engagement, etc?
- What generated the most traffic to your website?
Note that there also may be opportunities for:
- Optimising with new calls to action and incentives to drive the customers back.
- Adding internal links to new products/services.
- Updating with fresh content.
- Promoting again when business picks up.
Hotel Video Marketing
Record Videos Today for Social Media Use in the Future
Let your future guest see that your hotel was active in being proactive during COVID-19. Use the time that you have now for video marketing. Show your guests every nook and crannies around your property, showcase what gives the woww, and highlight what extra services, titbits they will receive on their post-COVID arrival.
Hotel Online Reviews
If you do not yet have a plan or policy for responding to online reviews, now is the time to compile one. The web is filled with online reviews that companies have not responded to. Show your staff what you expect as far as measuring the value of reviews and monthly reporting. Set higher standards, and maximise from what went wrong in the past. Mistakes are only good when we learn from them.
Learn More About Digital Marketing For Your Hotel
- Evaluate and Enhance Your Digital Marketing
This is when you make today’s pain turn into tomorrow’s gain. Digital marketing is like cash growth when every pound is spent on the back of a well planned, and researched marketing strategy. Understand exactly where your money is going, and how your money is going to give you a big return in direct room bookings and hotel services.
- Update Your Hotel’s “Google My Business” for Customers
If you are operating with special hours or are taking special care to avoid the spread of COVID-19, let customers know what has changed. Update your hours and business description, share Google Posts with updates and offers, and make sure your contact information is correct in case people want to reach you.
- Brand Photoshoot and Video
Just like “social videos,” this may be the perfect time to get your brand video and/or photo shoot completed. If you can do so, now it can be a very good time to do the project that has been put off year after year, perhaps because you always felt it would interrupt business or customers. Because business has likely slowed for videographers and photographers, you can probably get a good price, but you also will be helping them at a time when they may need the work.
Your Hotels Website And Social Media
Like photography and videos, take this time to update and/or fix your website. Or maybe you need a new site altogether! Now is the time! Get your hotel ready for the next stage of business. SEO is close to DEAD for hotels, BUT if hotel markets what they have that others don’t, then and only then, will your hotel start to list high on Google and other search engines.
- Reach out to your market.
SEO and online marketing—solid avenues to build connection and trust with people.
- Hosting an online video space once a week for people to check-in and have a light discussion.
- Social Media virtual sing songs.
- Social Media Competitions
- Make sure you are out there on Social Media
The Big Don’t For Hotels During COVID-19
Don’t sit on the sideline and wonder what happened, take a proactive approach. Don’t allow your hotel or resort to turning a two-month crisis, into a six- to a nine-month business downturn, because you laid low. Now is the time to invest in your company.
A recently released report states that 44% of travelers surveyed in Australia, Canada, the UK, and the US always used metasearch engines to book their travel. This share of traffic is growing all the time and is proving to be the perfect opportunity for hotels to increase their direct room booking through their website booking engine.
Hoteliers certainly need to look into listing their property on Meta Search Engines.
Top metasearch engines
- Google Hotel Ads
Contact Increase The Bookings
We hope that the above helps you in your search for creating more direct room bookings through your hotel channel manager, hotel website and direct room bookings via your own branded booking engine.
Always put yourself in your customer’s shoes and make sure that your not too busy chasing bookings and forgetting about the most important thing – Your Hotel Guests!
Contact us and speak with one of our Marketing Specialists today about what we can do to increase your hotel’s direct room bookings. firstname.lastname@example.org