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How to Maximise Hotel Revenue
It’s the nature of all successful businesses to consistently evaluate and identify opportunities to further maximise revenue. Whether’s that’s making minor changes to customer service to boost brand experience and hopefully influence sales. Or a major overhaul of service practices to reconstruct a modern business fit for a tech-driven marketplace.
But the opportunities to maximise revenue don’t stop there! There are so countless strategic changes which can be made to your online presence which can boost revenue, whether that’s on desktop or mobile. From developments which can reduce the number of clicks it takes to get your site visitors from arriving on your webpage to booking. Making it a far more effective process overall! To ensuring that your brand’s mobile experience is just as responsive and engaging as it’s desktop counterpart.
Overall, it’s important to remember that maximising revenue can look completely different within every industry and every business within that respective industry. This is why – when it comes to maximising revenue within your business – it’s important to understand that there is no one size fits all solution.
Instead, it’s time to get personal. It’s important to get rid of those rose-tinted glasses when evaluating your business and brand in order to recognise where the true value can be added. Bias isn’t going to help anyone when trying to identify the areas of improvement in their business. This is especially important if your business operates within a hugely demanding, multi-faceted industry like hotel hospitality. There are so many avenues to consider within the hotel industry which could contain potential pitfalls for your revenue maximisation. Therefore, it’s even more important to remain objective throughout the evaluative process of any of your revenue streams. But when it comes to the avenue of marketing, we’re here to simplify things. Allow us to elaborate!
Let’s Kick Off Your Revenue Maximisation With Websites!
Technology and the internet has changed the marketing game and it’s safe to say, there’s no going back. Any business worth their salt today understands the value-adding potential of a really great website. As the importance of having a strong online brand experience is not something to shy away from. It can have a huge influence upon revenue maximisation as a brand’s website is a significant indicator of quality in the modern consumer market. If you’ve not got a responsive, functional, user-focused website which is also easy on the eye for your customers you could be missing out on massive revenue potential.
Your website is quite often one of the first points of contact customers will have with your business. It helps to establish those initial brand perceptions consumers form of your business and the same ones they will refer back to during their purchase decision. Consider your website, your virtual hotel lobby. Not only is it the initial impression customers will get of your business but it is also where they continually report back to whenever they have an enquiry. So, the amount of time and attention invested into developing a hotel’s website – much like a lobby – communicates the standard of service to expect for visitors. This means that your website can be the decision maker or breaker when it comes to who consumers choose to spend their money with.
It’s All About the Web Design
Within the hotel industry, websites can be particularly complex. Hotel websites tend to attract an exceedingly varied audience from local tourism to corporate travel to event guests looking for a place to stay at the end of the night. There are lots of people to accommodate – pun not intended – into a hotel’s web design. The website has to be highly functional, capable of serving a high volume of different site visitors. Ensuring that each and every visitor is able to find the information they need and easily navigate themselves towards the desired Call to Action.
After all, who wants to persevere with an outdated, clumsy or just downright unattractive website to find the information they need? Therefore contemporary, functional, sleek web design is crucial to a successful online presence. Consumers want great visuals, movement, easy access and all of the information they need to be given to them in bite-sized chunks. Whether they want to find out about your hotel’s corporate function capacity, room availability on a specific date or just want to have a nosey at the restaurant menu. Great web design makes it easy and enjoyable for your consumers to find this information and make their way through the online journey you’ve created.
All Great Relationships Need Commitment
And let us tell you, your relationship with your brand’s website is no different. To sustain this fantastic web experience you’ve created by investing in great web design, you’ve got to keep things fresh. Websites need to be monitored and tweaked continually throughout their existence to make sure they remain competitive in the online marketplace. Information, imagery and layout needs to be edited relatively frequently to keep up with the demands and expectations of your audience on the website. This is when having a dedicated web management team on board to do exactly that becomes an invaluable asset to any hotel brand. Ready to update your hotel’s website at the click of a button – well, quite a few buttons actually!
Google’s Got Your Back In Maximising Revenue
We all do it. Everytime we encounter a new brand name or need to brush up on all the options available to us during a purchase decision – we head straight to everyone’s favourite search engine, Google. This has rendered Google – and search engines in general – as an immensely powerful tool in modern marketing. Where your brand ranks in the Search Engine Results Page (SERP) can literally determine whether your hotel features in consumer purchasing decisions, or not. With the aim to be within the first five search engine results if you want to significantly increase the likelihood of selection.
But where do you begin with boosting your brand’s Google ranking? This is when Search Engine Optimisation (SEO) and Google AdWords can be a huge asset to your hotel’s digital marketing strategy. These strategies help constantly push your hotel’s website to the top of the pile through utilising effective keywords. I.e. the words which your target market are searching for when looking for a service provider like yourself. With the ultimate goal being to find those little gold dust keyword phrases which your competitors haven’t quite tapped into yet but generate a lot of traffic. However, there are less direct methods of search engine marketing to take advantage of as well!
Say hello to Conversion Rate Optimisation (CRO). This is a strategy which focuses upon the fulfillment of brand goals through digital consumer behaviour. In other words, it’s leading your audience to click on the things you want them to click on. Whether that’s leading them to the booking form, the contact page, details on a particular event or directing them towards a particular good news story you want to shout about. Conversion Rate Optimisation (CRO) is about looking at how you can increase the likelihood that your audience will engage with these specific areas of your website. This can often involve seemingly minor but hugely effective changes to aspects of your website, especially when it comes to the landing page.
Conversion Rate Optimisation (CRO) to Maximise Revenue
CRO isn’t just beneficial in terms of improving the online experience for your audience and encouraging consumers to fulfil specific marketing goals. Frequent changes to a website actually contributes towards its success on search engines. This is because changes to a website demonstrates to the search engine provider that this is an active website. It highlights the website as relevant with up-to-date information which would be beneficial to search engine users. Therefore, these changes influence the ranking of your website on the SERP and can help boost the website towards the top. Easy as pie!
However, in order to conduct CRO successfully you must observe the way in which consumers interact with your website. This involves understanding where visitors tend to go and when they tend to leave the site. Then using this information to influence strategic design to keep visitors active on the site until they complete a Call to Action. This is precisely when that web management team comes in handy again!
So Much Content, So Little Time!
Social media is what we all turn to to get the general consensus on what’s cool and what’s not anymore. Social media users flock to their favourite platforms on the daily in search of inspiration on anything from design to fashion to where they should travel to next. Absorbing both user-generated content (UGC) and firm-generated content (FGC) as they scroll. With the former tending to take precedent when it comes to reliability and influence over decision making.
However, there are ways for your business to tap into and capitalise on both forms of content creation. You can make UGC work in your favour with great, responsive online community management. This refers to how active your business is at responding to customers online. Including just about any form of engagement demonstrated towards your brand. Whether that’s comments on posts, inbox messages or full posts created by customers relating to your business. Community management allows you to maximise the reach and potential of positive feedback and UGC. Whilst curtailing any negativity being spread online by squashing any poor reviews or issues customers have encountered.
This is no mean feat. As it can demand a considerable chunk of your daily schedule to ensure that you maintain a highly responsive presence on social media. It often requires a dedicated individual to constantly scan your social media platforms throughout the day. To keep up with engagement. But this engagement helps to foster genuine relationships with your followers as they feel like their input has been valued by you. Keeping them coming back time and time again!
Wave Goodbye to Travel Brochures & Say Hello to Social Media Marketing
When consumers are weighing up their options – especially in travel – the first place they tend to flock to is the internet. In particular, their favourite social media platform. They will search for a location or a specific business they are considering and often base their decision on their findings. Therefore, FGC still has a massive part to play in your social media marketing strategy.
After all when it comes to social media, it’s all about presence. Consumers spend a lot of time on social media now and it’s important that your brand is there with them. Publishing meaningful, relevant content can enhance your audience’s online brand experience. Not to mention that social media is a great place to get any news out there to the audiences who are genuinely interested. For example, any upcoming accommodation deals or events being held in your hotel. Social media platforms like Instagram, Facebook and Twitter are the perfect place to share all that you want people to know. In other words, it’s a hugely effective means of educating your target market on why they should spend their hard earned cash with you.
The appearance of your hotel’s Instagram page – for example – has much the same effect as a travel brochure would. It’s a visual representation of what they should expect if they were to walk through your doors. And should provide an insight into all of the opportunities available at your brand. This is why it is so important to ensure that the content you produce has high quality visuals. And succinct, engaging copy to go with it.
If UGC & FGC Were In a Fight, Who’d Win?
When it comes to UGC and FGC, there’s no sure fire winner. A healthy dose of each is the holy grail that all digital marketers are striving towards. Brands want to produce and publish their own great content to display the very best of their service offering. Followed by consistent support from positive UGC to substantiate their claims.
Whilst this can seem impossible at times, it can happen with the right social media marketing team. There will always be those pesky internet trolls. But if you’ve got a dedicated team of keyboard warriors yourself, they don’t have to impact your online presence. Especially with all that amazing content to distract them!
You’ve Reached Your Final Destination
Well this is it. We’ve revealed the tricks of the digital marketing trade to maximise your hotel’s revenue. With the general consensus being, you’ve gotta get yourself out there. It’s so important to make your brand visible online. And leave your audience with a positive impression of your brand and what it can offer them.
This can be achieved with a comprehensive digital marketing strategy. One which incorporates all the fantastic marketing streams available to brands online today. Ensuring that each of these digital elements are in harmony with one another. And support one another in presenting the same, congruent brand image. The objective being that no matter where your target market encounters your brand online. They will instantly recognise who you are and what you are offering.
If you want to discuss the various digital marketing strategies available to you to help maximise your hotel’s revenue. Get in touch with us today. We’ve worked with high profile hotels throughout the UK so we’ve got the expertise you need to maximise your hotel’s revenue through effective digital marketing.