Hotel marketing is about revPAR, not about how much hotels invest. You have a hotel digital marketing budget, even if you don’t know it.
80+ per cent of the online travel agency (OTA) industry is owned by two big hotel marketing giants: Booking Holdings (who own Booking.com, Kayak, Agoda etc ) and Expedia (Hotels.com, Orbitz and Travelocity). They have put hoteliers at their mercy, swapping marketing reach for high commission fees. There is an alternative hotel marketing strategy for your hotel business.
Commissions hotels pay to online travel agents (OTAs) are an indirect marketing cost to hotels. OTAs spend on their digital marketing to provide your bookings, you repay them in commissions, plus their profit margin.
BENEFITS OF DIRECT DIGITAL HOTEL MARKETING
Alternative to commissions hotels pay to OTAs is investing in digital marketing your own hotel website. Benefits include:
When new and repeat guests book via your website, you’re building loyalty. You won’t have to spend every year for each client. Guests know your hotel website and your contact/booking information. You know their contact information.
The scenario of diverting commissions of 10 rooms from OTAs to your own hotel marketing:
OTAs sell your rooms @ $100 per night. Their commission is $20. Your hotel booking engine only takes $4 saving you $16. If you sold these 10 rooms directly from your own hotel site, you’d save $16 per room per day. To ensure guests book directly via your site, discount rooms $1.
$15 x 10 rooms x 365 days of the year. Your marketing budget ploughed back into your own site’s hotel marketing for brand marketing and loyalty is $46,500 pa invested in your hotel marketing with extra benefits bullet pointed above.
HELPING HOTELIERS AND HOTEL MARKETING MANAGERS
With travel restrictions lifting in 2022, now is the time for hotel marketing managers to work in their hotel business rather than working on their hotel business. Now is the time to reinvest in hiring hotel marketers, either in-house or outsourced digital marketing agencies with SEO experts, social media marketers and CRM marketers. I have experience in hotel management and digital marketing in Perth Australia so phone me on +61 418 958 7999 for your first free 20 minutes of digital marketing advice including some SEO analysis and KPI setting.
Now is THE TIME to prepare for the post-covid travel boom in 2022. Get your hotel marketing managers trained in the latest digital marketing strategies. Your competitors are investing now in their marketing executives.
Hotel digital marketing for hotel’s worldwide includes consultation and or hands-on SEO of hotels.
Web page analysis and online hotel marketing reports.
Helping hotel marketing managers convince C-level executives (CEO, COO, CFO) to shift more of the hotel’s marketing budget from traditional marketing to digital marketing, starting with talking CFO jargon such as ROI, The ratio of Life Time Value of a Customer to Customer Acquisition Cost. LTV:CAC. More acronyms MCC (Marketing Campaign Cost) and CA (total Customers Acquired). SIMPLE formulas such as:
Social media marketing for hotels including video marketing.
Google Business Profile (GBP, formerly Google My Business – GMB) help for hotels and hotel chains with multiple GBPs.
Video marketing for hotels. You might have a nice drone video promotion of your hotel but how many views has it had? Our Youtube views are over 2M.
All clients get free map marketing including a linked pin on mapgoogle.org (500,000 views) which pins hotels on the map of the world. Map marketing for hotels by me gets your hotel photos and hotel video on Google Google Maps and Google Earth.
Set-up pay per click marketing for hotels including landing pages which reduce your cost per click. There are only two scenarios when people search for your hotel by name:
You are showing a PPC ad for your hotel along the lines of “Official Site, Book Direct, More info.” You get the click and convert them on your hotel site.
OTAs and resellers have no competition from you (YAHOO!) for their ads offering “Best Rate Guaranteed, No Cancellation Fee, More info!” OTA get the click and sells your room, making 15-20% commission, some of which they invest in more targeting of your hotel brand name.
Best hotel domain name consultation for your hotel. If the best hotel domain name is taken we’ve got hundreds for you to buy or lease. For example my hotelmarketingasia.asia is Google first for hotel marketing asia. I’m not saying exact match, keyword-rich, premium domain names are the SEO silver bullet but I believe they help get good SERP listings.
Link building for hotel websites. In the example below you can see that the digital marketer of Hilton Hotels have been busy with link building.
Video marketing for page one on YouTube. Performance Example. All clients get their videos on our Youtube channels.
Free banner ad design and publishing with dofollow links for our hotel clients.
SMO Social Media Optimisation. Let “4 Web Marketing” manage your hotel’s social media marketing. Have you got share and follow buttons on your web pages? Do you get social media marketing statistical reports?
Market upsells to hotel guests such as hotel restaurants or tour desks, with all the interactive options of web page offering during WiFi sign-in. Also market survey hotel guests’ personal data collection for remarketing when they sign-in to use your hotel’s WiFi.
PPC Marketing. Let our digital marketing manager review and manage your hotel’s pay-per-click marketing. You know Adwords and Meta have become expensive online advertising platforms. There are alternatives.
New innovative interactive phone audio on hold. Let phone callers to your hotel choose music, podcast, quizzes, etc while your hotel markets to them and gather data about them. Fewer hang-ups are caused by boring muzak.
BIG 50% marketing discounts apply for not-for-profit organisations such as hotel associations. Hotel marketing for Australian hotels with a good corporate social responsibility policy in Perth will also be offered discounts as part of our CSR efforts.
Asian Hotel Marketing Client Example Cost / Benefit
Hotel web marketing consultation services for a luxury 5 star Bali beachfront hotel, the Nusa Dua Beach Hotel and Spa.
Digital marketing consultation for their Bali marketing executives.
What this luxury 5 star beachfront south east Asian hotel did for our digital marketing manager:Provided hotel accommodation and restaurant meals for 8 days for 2 people.
Contact me, Ben Grummels on my direct phone number +61 418 958799 with your incentive for marketing your hotel. If you want personal consultation for your hotel marketing staff and executives, think about working with an airline to get me to your hotel from my office in Perth. Airlines have a lot to benefit from travel destination marketing so if you’ve got influence do a deal with an airline to get me to your hotel from Perth.
HOTEL MARKETING WINNING SERPs
On the popular tourist search engine google.com, my old web pages are usually listed near the top of page one of Google.