With so much competition from OTAs for direct bookings, hoteliers need to be savvy with the techniques to attract visitors to their property’s website. Below are a few strategies put together by the experts at Vizergy that have helped our clients boost their direct bookings.
Strategy: Book Direct. Get More.
Use this eye-catching headline on campaigns ranging from email to display, Facebook, and PPC ads. Prominent placement on the website as a power-phrase or a CTA (call the action).
Have a variety of offerings throughout the year to keep the “Get More” aspect fresh to the customer. This tactic is easy to implement and allows flexibility to switch up offers during different seasons.
Strategy: Loyalty Programs
Advertise a loyalty program for a single hotel property or across multiple properties under the same hotel management company. A loyalty program would reward customers for booking direct and encourage repeat business. Reward points can be accumulated to earn a free night’s stay or can be applied as bill credits for incidentals.
This strategy would give an incentive for one-time visitors to become repeat customers. Additional loyalty points could be earned for things that boost a hotel property’s online presence such as, social media posts or reviews on TripAdvisor.
The property will have a bank of email addresses from loyalty program members that they can market to in the future. This also allows hotels to have better communication with their guests. A loyalty program also allows hotel properties to segment customers to discover their profitable and unprofitable customers.
Strategy: Easy Click
A smart strategy for hotels to incorporate to drive direct bookings is having a “book now” button or bar visible at all times. This makes it easier for online customers to take action, especially on mobile. Having an automatic place for customers to convert “trims the fat” on the time they spend scrolling.
Presenting booking options by allowing easy comparison of room types and features encourages customers to make their decision while on the page. This strategy improves user experience, is fast, simple, and mobile-friendly. Not only does it improve conversion rates but it also decreases booking abandonment.
For more information on how to boost your hotel property’s direct bookings, contact the experts at Vizergy.
About Vizergy® Digital Marketing:
Vizergy serves the world’s hospitality industry with conversion optimized website design and fiercely competitive tools to maximize revenue. Our formula for success includes cutting-edge technologies, proven digital marketing programs and the best professionals in the industry. At Vizergy, hospitality marketing is not only our mission, it’s our sole focus.
For more than 20 years, Vizergy has relentlessly developed and deployed the best marketing technologies and talent to serve thousands of hospitality clients with excellence. The company deploys complete travel life-cycle marketing solutions from responsive website design and development, to proven award–winning digital marketing programs, reservation solutions, media planning and deployment. Vizergy’s platform has long been touted as the #1 digital marketing system for hospitality clients, easy to deploy, turnkey and SMART, empowering clients to win in today’s complex and competitive hospitality industry.
For more information, please visit www.vizergy.com.
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