If you’re looking to increase your direct bookings, you’ll want to make sure your content is tailored for your specific audience. This way, you’ll attract guests who have a clear need for your product. But you’ll also want to ensure that your content is optimized for the right search engines.
User-generated content
User-generated content has become an integral part of many marketing strategies, as it provides a personalized content experience and builds trust among consumers. Compared to other media, user-generated content is 35 percent more memorable.
One reason for this is the fact that users have more of a sense of community when they participate in user-generated content. For example, Little Bellies encourages parents to share photos of their children enjoying snacks. This helps increase social reach and builds 1-to-1 interactions with consumers.
However, businesses often find it difficult to justify the costs of creating UGC for their campaigns. They have to find a good publishing tool and get permission from individuals to use their content. To help with this, companies like Stackla offer a tool to easily use UGC in their email campaigns.
In addition, user-generated content can be used as a way to spark engagement with a travel audience. Hotels and restaurants can use UGC reviews and pictures to improve their online booking page. The reviews are helpful when shoppers are looking for assurance before making a purchase.
As a result, companies can expect an increased conversion rate from web traffic. For example, a tour operator like Busabout saw an increase of 33 percent from online conversions. Another company, Coca-Cola, has focused on user-generated content campaigns.
One of the best ways to create content is to invite customers to take part in a competition. Starbucks encouraged customers to doodle on white cups. Customers also shared images of their drink with a custom coke bottle.
Another way to create UGC is by hosting online events. These events can include a poll for people to vote on and post comments. Guests can also share their experiences and promote the event through UGC.
As with any other type of marketing, the most important thing to remember is that you must always credit the people who created the content. You must also be wary of terms used on social networks.
By leveraging UGC, brands can drive a variety of positive outcomes, including an increased brand loyalty, higher sales and improved email conversion rates. But to do so, you must define the type of visuals you want to use and then collect user-generated content.
Meta-search engines
Meta-search engines are a great way to boost your hotel’s visibility and drive direct bookings. These sites offer travelers the opportunity to compare prices and make informed decisions. They also provide you with a competitive edge.
To get the most out of your meta-search campaign, you need to know which sites will deliver the best results. It is important to test various strategies and see which works best for your particular business. The trick is to find a balance. You want to attract as many clicks as possible while keeping your rate stable.
Some of the more popular meta-search engines are TripAdvisor, Google Hotel Ads, and Kayak. Each one offers different features. In most cases, it is the cost-per-click (CPC) that matters. For instance, Tripadvisor generates the most traffic, but you’ll need to use a low CPC to compete.
Google Hotel Ads is the more expensive option. Although it is relatively new, its ad-driven model has a lot of potential. Users arrive with strong booking intent, so you can improve your conversion rates with a campaign.
When choosing which channel to promote, make sure that it meets your business goals. The most obvious way to do this is to choose a channel that fits your target audience. If you have an older, more affluent crowd, it may be better to promote your hotel on a more niche site. This will allow you to make the most of your budget while reaching a more targeted audience.
Choosing the most appropriate meta-search engine will help your hotel generate more traffic and bookings. However, you should remember that not all sites are created equal. Your rates should not fluctuate too much, and you should experiment with various deals to get the most bang for your buck.
The most effective meta-search engine is the one that will deliver you the most bookings. You will want to ensure that your rates are competitive, and that you are displaying your official website for reservation. With more direct bookings, you’ll save money on OTA commissions.
Using meta-search engines will not only increase your traffic, but it will also reduce your reliance on OTAs. With the popularity of voice-based searches, you’ll want to be prepared.
Optimizing your website
If you want to boost your direct bookings, you need to optimize your website. It’s no secret that mobile friendly sites are the best way to attract a wider audience, so make sure your site works on all platforms.
Getting a site that performs well will make it easy for guests to find the information they need. For example, make sure your phone number and contact form are optimized. Also, your web pages should load fast. A slow loading page could discourage visitors from staying on your site.
Optimizing your site for search engines will also help you get a higher ranking, which increases the likelihood of visitors making a booking. There are a few tools to help you do this, including Google Analytics and the Hotelchamp optimization technology.
To really stand out from the crowd, you should focus on two types of SEO: content and link building. The first will help you reach more visitors, while the second will increase your credibility.
Content marketing is one of the most cost-effective ways to drive traffic to your website. Make sure you use high-intent keywords in your content. That includes information about your hotel, as well as its location and services.
The best “book direct” strategy involves using a modern booking engine, which enables you to offer your guests a variety of features and benefits. Additionally, you should offer upsells to increase the value of your package. This is especially true if your package includes an experience such as a helicopter tour.
Other smart marketing moves include offering incentives and providing a user friendly layout. Providing a smooth user experience will reduce buyer confusion and motivate more customers to book your hotels. Lastly, be sure to implement a website analytics program. These programs can provide you with in-depth insights into your website’s statistics.
While the above tips are good, the most effective way to optimize your site is to do it yourself. It takes a bit of time and effort, but it’s worth it in the end. Plus, you’ll have the satisfaction of knowing that you’ve done your part to improve your chances of generating a successful hotel booking.
OTAs
OTAs offer hoteliers a great opportunity to get in front of the right traveler. They have powerful technology and marketing expertise to help hotel brands reach discerning travelers. In addition, OTAs have the inventory to match hotels.
However, it is not enough to simply advertise on OTAs. Hoteliers need to understand the true cost of distribution and build the right balance with their distribution strategy. During lean periods, it may be difficult to invest in direct bookings.
OTAs make it easy for potential guests to find your hotel. Many travelers use OTAs to compare prices, research tips, and explore attractions in their destination. It also allows travelers to check reviews and compare their experiences. This is why it is important to maintain a strong digital identity and engage with OTAs.
The next step is to create a personalized experience. You can leverage customer data to segment your audience and target them with customized content. Also, you can provide instant offers and promotions to guests. A personalized experience helps increase brand recall and increases the chance of a guest returning.
If you want more customers to book direct, you need to offer the best value. The top reason that people choose to book directly is to receive the lowest price. Additionally, 28% of them want to negotiate rates and extras.
OTAs are one of the fastest growing booking channels. Travelers are looking for a simple and efficient way to book their trip. Most OTA visitors do not have specific hotel in mind when they search. Despite this, OTAs consistently hold premium positioning in the search results.
If you want to attract more direct bookings, you should create a website that focuses on providing a superior customer experience. You should explain local attractions, provide more photos and videos, and give guests the information they need to make their trip memorable. Your website should be able to easily navigate and include a rate checker.
When you take the time to build your website and personalize it, you can attract more travelers to book your hotel. But how do you make sure you get them to book?