What Really Matters When Developing your Hotel Content Strategy?

Are you a hotelier planning on creating appealing content to maximize your property’s occupancy? If you are not yet focused on content marketing, it is time to do so. According to the e-learning organization eHotelier, several research have proved that content strategies are three times more efficient than any outbound marketing initiatives. The key to successful content is to be familiar with your ideal audience and understand your customer’s behavior. In this way, you are able to develop an effective content strategy that will drive your booking conversions.

Content Marketing Explained

Content Marketing is all about creating and publishing material aiming at stimulating your potential and existing hotel guest’s interest. Quality content is essential to improve the engagement with your audience. It can also be very powerful when it comes to motivating people to consider your hotel as a top selection for their future bookings. Examples of the most popular content includes educational blog articles, videos, social media posts, newsletters, etc. Thanks to effective content, you will be able to develop long-lasting relationships with your guests who will develop strong ties with your brand while exploring your content. In this way, you will be able to build trust and credibility which will increase your lead generations and booking conversions.

Issues to Consider When Developing your Content

SEO Strategies

The basis to create appealing content for your audience is to determine what your audience searches for so you include keywords of your potential guest’s interest. Indeed, while working on your content marketing, it is crucial to optimize your SEO strategies. This refers to the technical process used to increase the quality traffic of your sites and maximize the number of visitors. SEO allows to create relevant content attracting profitable guests. Effective SEO strategies can be achieved through identifying your customer’s desires and pain points during the booking process. As you will be familiar about how your guests look for their ideal hotel rooms, you will be able to create content fulfilling vacations search intent.

Content Consistency

It is crucial to ensure consistency to remain on your audience’s top of mind and show genuine care to your guests. So your audience keeps engaged with your brand, it is important to consistently produce content. According to a research mentioned by the Financial Times company Longitude, 60 % of marketers report that maintaining consistency when publishing content is the main challenge that they face. As a hotel marketer, it is important to have a documented and scheduled content strategy to ensure posting on a regular basis. In order to have a robust content strategy, you must often make publications using the same standards and tone of voice. In sum, consistency can highly contribute in your brand authority.

Content Audit

In order to create quality content, you should perform a content audit to have a better understanding of your customer journey. In this way, you will be able to identify the needs of your ideal guests at any point during the purchasing process. The analytics of your website can help you reveal interesting insights about what is getting people into your marketing funnel. Road-maping your customer journey can help you create content that will captivate your audience attention. Based on the analysis of your customer’s behaviors, you can keep or modify your existing content to make sure it is sufficiently appealing to your audience.

Once ready to work on your content strategy, you need to make sure you understand your hotel buyer personas. Try to thoroughly think about your audience questions and what really drives them to book a stay at your hotel. In this way, you will be able to develop appealing content that clearly answer your guest inquiries and thus improve your customer’s journey. Building attractive content will also improve the traffic to your website and social media. Indeed, be prepared to generate the highest volume of visits ever recorded on your different hotel digital platforms using effective content marketing!


How the Internet Impacts your Hotel Pricing Strategies?

As a hotelier, you must be experiencing important pressure when deciding for your room’s pricing. Indeed, today’s digital era has made it very challenging when it comes to setting up prices with the wide access of information in the internet. As a hotel marketer, it is crucial to put a strong focus on this marketing mix variable to maximize your property’s occupancy. Your pricing strategies are essential parts of your hotel revenue management. The way hotels develop their pricing strategies has been highly influenced by the internet. Selecting the right room rate will allow you to sell most of your rooms, obtain maximum revenue and differentiate from your competitive set.

Implications of the Internet on your Hotel Room’s Pricing

Nowadays, hotel brands have developed multichannel marketing strategies which makes it easy for potential guests to compare prices. As a hotel marketer, you need to carefully analyze the market before selecting an appealing room rate for your property. Indeed, internet can allow you to be exposed to customer’s response in terms of pricing and evaluate the demand accordingly.

Here are two effects of the internet on your hotel’s pricing strategies:

Increased Price Elasticity

Pricing information are widely available on the Internet which stimulate people to browse online. Indeed, people have the ability to explore the different pricing offered by the properties of their interests for a hotel stay in a few clicks. Internet has increased price transparency among your potential hotel guests. In other words, people are more and more knowledgeable about price offering in the hotel market. The more guests are aware of your competitor’s prices, the more the demand for your hotel room’s is elastic. It means that people are more sensitive to your pricing strategies. As a hotel revenue manager, it makes it more difficult for you to raise your room’s price in a market where there is a vast demand. It is crucial for you to carefully study your competitive set pricing so you can determine the most suitable room rate to attract your target audience.

Increased Price Innovation

Internet has allowed significant innovation in terms of pricing strategies. First, internet has allowed dynamic pricing which allows hotels to update pricing in real-time according to the market conditions and guest’s reactions. Besides, hotel marketers have offered incentives to people who proceed with direct booking in their property’s websites. Indeed, internet has encouraged hotels to promote offers and upgrades on their sites so people are motivated to book a stay. Internet has inspired hoteliers to use their creativity and develop hotel packages to appeal their target audience and distinguish from their competitors. People are constantly exposed to outrageous hotel discounts and loyalty programs which drives innovation in terms of pricing strategies to attract potential guests.

In sum, internet has offered more convenience when it comes to booking a hotel stay. However, it requires much more efforts to hotel marketers to implement effective room pricing strategies to gain more in your property’s occupancy. The rules for setting up prices have inevitably changed in this digital world in which people can simply access to a wide quantity of data online. In order for your hotel to stay competitive in this intense industry, you must study the trends on the internet and strategically decide on your pricing strategies. It is time for you to spend more time investigating online so you can apply attractive room rates that will drive your booking conversions and maximize your revenues!


Are you a hotelier willing to enhance your marketing strategies? In this new era, if you want to maximize your ROI, it is a must to build a digital marketing plan following the latest trends. Indeed, a well-reflected digital marketing plan will allow you to generate valuable leads and significantly raise your hotel occupancy. There are several components you must implement in your digital marketing recipe for your hotel marketing success. You should be hungry for them so you can build powerful marketing campaigns.

Digital Marketing Strategies Defined

Digital marketing strategies can be explained by the different marketing initiatives you take online to promote your hotel and attract new and existing hotel guests. It is all the marketing efforts performed across multiple digital channels to improve your guest’s experience. According to the Marketing company WebFX, there are 7.7 billion online users across the globe.  As online searches and social media are becoming an important part of people’s routine, it is important to be familiar with the digital marketing environment. In this way, you will be able to develop the strongest relationships with your guests, build long-lasting memories and drive your booking conversions.

3 Digital Marketing Elements to Consider for your Hotel Success

There are several components you must implement in your digital marketing plan if you want to significantly increase your hotel occupancy.

 Search Engine Optimization (SEO)

Image taken from: https://r4ys.com/en/what-is-seo/

Nowadays, SEO strategies have proved to be the foundation of powerful digital marketing. Those refer to the techniques used to improve your ranking in the search results online. According to the digital marketing company ImForza, search engines are the basis of 93% of online experiences and 75% of users explore only the first page appearing in the search results. Whatever how your hotel website looks like, if it does not show on the first online results page, you will not be found. The better your ranking is on the Search Engine Results Pages (SERPS), the more leads you will receive for your room bookings. Indeed, people will likely reserve a room in your hotel as a high ranking on the web translates to your property having a good reputation. If you are looking to improve your SEO strategies, make sure to have a website with quality content driving your target audience’s interest. Furthermore, it is important to ensure a smooth and seamless experience for your users once they navigate your website.

Pay-Per-Click Advertising (PPC)

Image taken from: https://www.digitalagemarketinggroup.com/understand-pay-per-click-management/

If you are looking for an affordable option for advertising online, Pay-Per-Click ad so-called PPC is an effective strategy to ensure your presence in the SERPs while establishing your SEO ranking. PPC ads can help you generate significant leads for your hotel as you launch your campaigns. The advantage is that you will pay only when your potential guests click on your ads. Your ads will also appear in the search results page of people who are likely interested in booking a hotel of your type. Indeed, PPC offers features allowing you to define your audience with details (e.g: demographics, behavioral, location, devices, etc) and reach your desired hotel guests.

Social Media Marketing

Image taken from: https://www.wordstream.com/social-media-marketing

Social Media are one of the most valuable digital marketing components in this new era. According to the University of Maine, 4.48 billion people around the world use social media. SmartInsights also records a daily use of social media of 2 hours and 27 minutes. These statistics show how important are social media for your digital promotion. Below is a ranking of the most used social media:

Image taken from: https://umaine.edu/undiscoveredmaine/small-business/resources/marketing-for-small-business/social-media-tools/social-media-statistics-details/

Those social media are an important part of your existing and potential guest’s daily routines. Ideally, you should be active on most of these channels if you want to maximize your brand awareness and your room sales. As a hotel marketer, you must be looking for building the strongest relationships with your guests and offering them a unique experience. If you want to achieve so, social media gives you these endless possibilities to connect with people and deliver personalized services. You can also discover consumer insights and trends that can help you elevate your hotel offerings and distinguish from your competitive set. Social media also allows to launch paid campaigns specifically tailored to your target audience. The analytics of those ads will reveal many aspects of your ideal guests’ behaviors. As a result, you will be able to create well-optimized social media promotions that will be highly attractive to your market.

If you are looking to build an authoritative online presence, those digital elements must be considered in your hotel digital marketing to not miss out on important revenues. Those digital marketing methods are measurable and can help you obtain important conclusions for your hotel business. In fact, you will be able to understand more than ever your guest’s needs and implement the right strategies to exceed their expectations. As there are no geographical boundaries with the strategies described previously, you will be able to reach guests from all around the world. This would be an asset for your hotel that can highly distinguish with its rich guest’s diversity. Not only these digital marketing components are cost-effective, but they will also help you generate the most qualified leads and generate significant profits for your hotel.


Implementing Co-Branding to Offer Unique Guest Experiences

Are you a hotel professional willing to increase your brand remembrance? You might be interested in implementing innovative strategies to enhance your company’s reputation and win in the dense and competitive hotel market. If so, you should investigate the option of co-branding as it can really help to strengthen your brand and differentiate in the market. As today’s guests have higher expectations in term of experience quality, hotels have implemented this strategy to offer unique services to their guests. If you want to follow the innovation pace in the hotel marketing industry, you should consider co-branding as it is a valuable business solution in today’s corporate world.

Definition of Co-Branding

Co-branding is a marketing technique in which two or more organizations partner to mutually promote their products or services. Hotels have been implementing this strategy to join their strengths with the ones of other companies and offer premium services. Co-branding has been used in numerous organizations across industries to create marketing synergy. In fact, it is an innovative strategy that allows to create offerings that stand out and increase brands appeals.

Benefits of Co-Branding in the Hotel Industry

Co-branding has proved to be an effective strategy allowing to share a loyal clientele base and boost brand familiarity. Furthermore, co-branding engages in a win-win situation for the companies collaborating as the marketing and advertising expenses are shared.

According to the organization HospitalityNet, there are several advantages of forming such an alliance which are:

  • Offering unique values to the guests
  • Gaining a wider customer’s base
  • Building strong customer’s relationships
  • Improving brand’s images
  • Enhancing hotel’s brands credibility
  • Highlighting each other’s assets
  • Strengthening the property’s operations
  • Increasing the market share
  • Reinforcing your market’s position
  • Boosting the financial performances

Selecting the Right Organization to Partner With

You can partner with companies of similar or different sizes as long as your marketing strategies are going towards the same direction and the products or services can complement each other. First, it is important to carefully research the positioning strategies of the organizations you are considering. In addition, you should discuss your company’s goals and objectives to see if you align with each other. This will help you assess if you can jointly enhance your marketing. In sum, a feasibility study is a must before negotiating a contract and creating a partnership.

Examples of Co-Branding Partnerships in the Hotel Industry

Several hotel chains have partnered with organizations from both related and unrelated industries to enhance their guest’s experience. For instance, the hotel chains Econo Lodge and Choice Hotels have partnered with Procter and Gamble to promote Mr. Clean for the room’s cleaning.

As a hotel’s cleanliness is an important determinant for booking choices, it has enabled these hotel corporations to reinforce their brand’s value proposition.

Image taken from: https://www.wsj.com/articles/SB928275075773581378

One of the largest hotel companies in the world Hilton has offered the Hilton CleanStay program during the pandemic. The organization understood how guest’s expectations have changed as far as concern disinfection and cleanliness. As a result, Hilton has created a co-branding partnership with the hygiene-leading corporation Reckitt owning Lysol and Dettol products to offer an exceptionally clean environment to its guests.

Image taken from: https://www.securitymagazine.com/articles/92246-hilton-announces-hilton-cleanstay-cleanliness-initiative

Marriott International is also an example of company that has implemented co-branding strategies to improve its service operations. According to the executive chairman of the company Bill Marriott, the organization has chosen to partner with Starbucks that has a similar company’s culture especially in terms of commitment for excellent customer service. It has also enabled enhance its corporate image as the coffee company is recognized for its community engagement and social responsibility dedication.

Image taken: https://www.blogs.marriott.com/marriott-on-the-move/2007/09/starbucks-coffee-and-marriott-hotels.html

To conclude, co-branding has been a very famous strategy used by hotel corporations looking to reinforce their images by blending brand’s resources. This tactic has allowed hotel organizations to combine each other strengths and enhance customer’s experience. As you might be looking to bring a sense of added value to your guests, co-branding can definitely achieve this objective. When finding the right companies to cooperate with and using effective integrated communication strategies, you will be able to increase your customer’s reach. As a result, you will considerably boost your booking conversions and property’s sales.

Building an Effective Hotel Branding Strategy

Are you a hotel professional willing to create stronger ties with your guests in order to achieve a higher customer retention? Then, you must consider reviewing your branding in a way to make it more appealing to your target market. As a hotelier, you must think beyond offering a room and focus on communicating your business intangible elements that make your property unique. According to a research mentioned by the digital marketing agency DEPT, millennials believe that a brand purpose allows to identify to a particular organization and is thus an important factor influencing their buying decision.  According to a research mentioned by the travel agency Condor, “Millennials constitute the largest population and is the generation that travel the most to date”. That is why branding must be at the center of the stage for hospitality marketers.

What Does Hotel Branding Stand For?

When thinking about branding, name and logos are usually the first elements that come to people’s minds. Those are certainly important elements of branding in addition to a key value proposition. Nevertheless, behind a powerful branding is also a storytelling defining your organization’s principles and transmitting a consistent message to your target audience. Indeed, branding will allow you to build the desired reputation for your property. As a result, your guests will understand what to expect from your brand. It is all about creating an emotional connection with your guests and establish trust with them.

What are the Elements to Consider for your Branding Strategy?

In order to develop an effective branding strategy, it is crucial to understand well your audience and the segments you are willing to target whether they are leisure of business travelers.

In addition, proceeding with benchmarking research is also important as you need to understand well your competitive set in order to know how to stand out in the market with your brand. You must also be able to define your hotel’s core philosophy so you deliver the right message to your customers. Nowadays, social media are powerful tools to communicate the values of your brand and develop relationships with your guests before, during and after their stay. The font, voice tone, images, illustrations, photography and stories style are elements that can showcase the meaning of your brand and who you really are as a hotel.

How to Develop an Effective Hotel Branding?

Here are two important tips you must consider if you are looking to improve your branding strategy for your property:

Rethinking your Core Philosophy:

The basis of a powerful branding is to understand your core philosophy and picture how you would like your guest’s journey to look like. In this way, you will be able to better communicate the story behind your brand that will make your guests create a special relationship with your property. Your hotel philosophy will help your guests identify why they want to stay with you rather than elsewhere.

Selecting the Right Design:

It is crucial to choose a design for your brand that fit well with your brand personality.

For example, if your hotel is highly focused on green initiatives as part of your branding strategies, you must make sure that your hotel environment, brand logo and symbol look remind of these values you have. For instance, 1 Hotel has been a successful hotel chain when it comes to their brand storytelling through the look and feel within its several properties premises. Their designs are unique with all the plants and leaves that they have in their different hotel’s areas including the rooms reminding of how this chain care about nature.

1 Hotel South Beach Brand Look and Feel:

As we can see from these images from the property 1 Hotel South Beach, earthy colors are also found in the hotel decoration as well as in the logo to highlight the eco-friendly principles of the brand.

In sum, it is important to have your look and feel consistent aligning with your storytelling so people can easily associate it with your brand.

Now, start thinking beyond your logo and name and review how you can effectively communicate the values of your hotel to your guests in a way to develop unique bonds with them. Through a successful branding strategy, you will be able to have more repeat guests than you have ever had and increase your customer lifetime value. This will significantly drive higher revenues to your company. As you are willing to distinguish from your competitors, you must manage to create long-lasting memories through developing a powerful branding for your hotel. It will definitely be worth the investment!



How Data Analytics is Revolutionizing the Hotel Industry

Are you a hotelier willing to distinguish your property from the market by offering the most unique experience to your guests? Then, consider implementing data analytics strategies that will allow you to delight your customers through offering personalized service. As the hotel industry is highly customer-centered, you must constantly assess your guest’s needs and preferences. Nowadays, big data technologies exist and artificial intelligence is becoming very popular in the industry to gain insights to improve your hotel operations.

What is Data Analytics in the Hotel Industry?

Data analytics can be defined by the data that you can collect to gain a better understanding of your business and industry’s trends as well as customers in-depth. Through the efficient use of data gathered, executives are able to make better decisions to ensure a high customer satisfaction and beat the competition. Hotel professionals usually collect data through transactional data, guest’s profiles, survey information and industry report’s metrics such as STR reports (Links to an external site.).

Why is Data Analytics Important to Ensure your Hotel’s Success?

There is a high homogeneity in the hotel industry which makes it necessary for executives to implement strategies to compete in this intense market. As a consequence, it is important nowadays for hotel professionals to be familiar with the latest technologies and methods used for efficient data analytics. In this hyper-competitive environment, big data analytics is an important way to differentiate from other properties. Indeed, a proper analysis of data can allow you to positively reshape your hotel’s strategy through improving your customer’s loyalty and brand’s image.

The example of Mariott International – the Hospitality Leader in Data Analytics

Image taken from: https://www.marriott.com/marriott/aboutmarriott.mi

Mariott International strengthened its position as a leader in the luxury hotel chains market in part thanks to sustaining powerful data analytics strategies. The company has proved to understand well the use of data to guide decision and support innovation. In fact, the company has access to resources with very high-quality data allowing the team to ensure the smoothest and most memorable travel’s experience for its guests.

According to the data organization Datumize (Links to an external site.), Mariott International mainly uses data analytics for tracking the competition, finding other revenue streams other than rooms such as new amenities and improving customer’s satisfaction.

Besides, through the use of the latest revenue management techniques with access to vast amount of data metrics, the company is able to effectively forecast the demand and identify consumer behaviors. The organization uses popular industry’s reports including the ones from Smith Travel Research mentioned previously. The data in those reports allow to compare hotel’s performance with a competitive set in terms of the main KPIs (Occupancy, Average Daily Rate and Revenue per Available Rooms). In this way, the company is able  to think about solutions to outperform the competition operating in the same areas and targeting similar guests.

Recently, the hotel chain partnered with Amazon in order to install the digital assistant Alexa specifically designed for the hotel industry in some of its propertie’s rooms. This innovative technology not only eases the hotel’s operators duties, but it also allows to gather tons of information as far as concern customer’s desires and preferences. Subsequently, the company is able to offer engaging and unique experience to its guests.

To conclude, once you get familiar with the data analytics best practices, you will be able to ensure a long term-growth for your hotel through creating significant value for your guests. Also, the insights gained from data analytics will help you enhance your operational productivity which will contribute in leaving your guests with long-lasting memories from their stays.  Through the smart use of data analytics, your team will be able to gain competitive advantage and achieve higher profitability.


Google Ads 101 for Hoteliers

According to the Marketing organization SEO Tribunal, (Links to an external site.) around 63,000 searches per second are received by Google and 3 to 4 searches per day are conducted by an average person. These statistics clearly show the huge potential for reaching masses throughout the web with the opportunity to be exposed to your target audience.  According to the organization HotelSpeak specialized in hotel marketing (Links to an external site.), Google Hotel Ads constitutes 65% of hotel online bookings from metasearch engines which makes this platform the most profitable for the industry’s professionals. If you are a hotelier looking to increase your bookings, then you should definitely consider setting up Google Ads as this digital advertising effort can be very profitable when applying its best practices. Indeed, Google Ads will allow you to be seen by potential guests planning their next vacations and browsing the different hotel options.

What does Google Hotel Search Ads Stand For?

Google Ads are paid online advertising that appear in Google search results. For hotels, those ads mainly promote the room availability as well as the rates and engage with prospect bookers with the ideal goal of leading people to visit your website and driving conversions. Searchers will be exposed to your ads when they are looking for hotels in your geographical area. Here is an example of how your Google Hotel Ads will be visible on the search results to the browsers:


Image taken from: https://adespresso.com/blog/guide-to-google-hotel-ads/

Discover in this video how the hotel chain La Quinta reaches travelers through Google Ads when they are at “I want-to-Book-Moments” stage of the funnel according to the Vice President of Marketing and & Commerce.

Steps to Run your Google Hotel Ads

If you are a beginner with Google Ads, make sure to follow these steps to set up your hotel paid advertisement and maximize the chance of being viewed by your potential guests:

Signing-up in Google Ads:

The very first step is to go to Google Ads website (Links to an external site.) and create your account preferably  with your hotel email address as this is where you will usually receive from Google suggestions and updates for your company.

Image taken from: https://ads.google.com/intl/en_in/home/ (Links to an external site.)

Selecting the Right Advertising Goals

 It is important for Google to understand your goal so it can better serve you and provide you with a customized experience. Make sure while you are in this step to ask yourself what would be the main purpose of launching those ads. Knowing the reasons you want to run your ads will allow you to create better contents leading your viewers to take the desired action.

Generally, your objective would be to get more bookings from your website, and in this case, you will have to select “get more sales or sign ups” as followed:

Image taken from: https://psychclientaccelerator.com/google-ads-therapist-guide/

Identifying your business

At this stage, you will simply have to describe your business by giving the name of your property and its category (e.g: hotel, motel, extended stay, etc). You will also make sure to include the link of your website’s landing page in which you want your customer to process the booking. Make sure to describe well your business so you will be able to reach the right audience with your ads.

Image taken from: https://www.ezeeabsolute.com/blog/set-up-google-ads-for-hotels/ (Links to an external site.)

Choosing your target audience and language

Google offers you the chance to select criteria that defines best your audience. Here, you have the option of wisely selecting the geographical location in which there are potential guests for your hotel. It is highly suggested to review where most of your customers are from and mark those locations. When selecting locations, you will be able to see the size of the potential audience in those particular regions. For instance, if you select France as a location, people who are searching for hotel stays alternatives in this country will see your ad displayed on their search results page based on certain keywords selection. You can also choose the language to make sure your target audience understands the message of your ads.

Image taken from: https://blog.digitalpowerup.com/google-ads-location-targeting/

Selecting your keywords

Here you will need to select the keywords you believe your potential guests are most likely to type when searching for hotel options. You can think about keywords that people are searching to look for hotels from your category and similar value proposition. The online advertising organization Wordstream (Links to an external site.) lists the most popular keywords for hotel ads. In this step, google helps you by suggesting keywords related to your ads. You can select the most relevant ones from Google’s recommendations for your hotels and add others that are pertinent to your ads. If you know your customer’s needs, you will be able to choose the right keywords that will satisfy people’s search queries.

Image taken from: https://www.adhocmarketing.com/blog/how-to-find-your-most-profitable-keywords-in-google-ads-the-words-that-convert

Designing the ad

Google offers a smart ad option which create contents based on the information provided during the set up. Otherwise, you also have the ability to use your own creativity to write your ad copies. In order to have a responsive search ad (Links to an external site.), you will need to have at least three headlines and 2 descriptions.

Image taken from: https://adespresso.com/blog/google-ads/

Creating ad extensions

In order to strengthen the quality of your ad, you can also add ad extensions to offer additional details about your hotels. For instance, these can include locations or call extensions so people will have the ability to call your property’s operators directly from the ad. You can also add call-out extensions communicating the unique value offering of your hotel as shown below in the images. Here are below the different extensions that you can have in your Google Hotel Ad to make it more appealing to your audience:

Image taken from: https://ducttapemarketing.com/increase-ppc-ctr/

Image taken from: https://cerebro.us/add-callout-extensions-google-adwords-campaigns/

Selecting your budget 

Here, Google suggests a daily budget per day according to your preferences and data entered when setting up your ads. It also offers you an estimation of impressions and clicks you will receive per month. Then, based on your budget that might be limited, you can always adjust it. As it is pay-per-click based, you will only click when people take action by clicking on your ads or calling your hotel. The amount you will owe won’t exceed the monthly limit that you chose.

Image taken from: https://www.ppchero.com/your-first-google-ads-campaign-everything-you-should-know/

Entering billing information

At this stage, all the data necessary to run a Google ads have been provided, and it will be launched as soon as you input your personal information as well as your payment method details.

Image taken from: https://www.technaureus.com/google-adwords-2021/

Your campaigns will start right away after you submit the personal and billing information, and you will be able to reach the mass potentially interested in your service in no time! Once you master those steps and create quality contents in your ads, you will be able to receive significant engagement from potential guests who will likely book rooms at your hotel. With Google reaching millions every day, you should really consider having Google ads part of your marketing strategies to increase your bookings. When applying the right strategies once setting up your ads, you will be able to remarkably improve your hotel performance!

Here is a link to the previous article if you would like to learn more about marketing especially in the digital world:

Best Email Marketing Practices for your Hotel


Google Ads Remarketing to Increase your Hotel Bookings

Are you a hotelier looking to increase your online hotel bookings? If the answer is yes, consider creating Google Ads in which you will set up a remarketing strategy. As there is a wide choice in terms of hotel options over the web, it is important to work on getting noticed. Indeed, remarketing through your online advertising is one of the most efficient strategies used to make your brand top-of-mind among customers. According to a research made by Expedia, customers are visiting 38 websites before taking the decision of booking a specific hotel. Remarketing is a powerful way to reconnect with your potential customers and enticing them in choosing to stay at your property over others.

What is Remarketing in Google Ads?

Remarketing is a type of online advertising aiming at retargeting customers who previously visited your website. Indeed, targeted ads are shown to your past visitors when they are browsing online searching, visiting websites or watching videos in Youtube. The goal of remarketing is simply motivating these potential customers who already demonstrated interest for your products and services to come back to your website and eventually take action.

Below is an illustration of how the remarketing process works through Google Ads according to the Online Advertising company Wordstream:


How to Launch Remarketing Campaigns?

If you are in the process of running Google Ads, make sure to add remarketing tags in your website so you can track visitors who already interacted with your website. These tags will allow you to add customers visiting your website to the list of your remarketing audience. Based on the pages your past visitors explored, you can create dynamic and tailored ads that will be shown to your potential customers while they are browsing online. There are different steps you should take to add remarketing tags to your campaign according to Think with Google Marketing Research organization.

Examples of Remarketing Campaigns:

One of the most famous companies known for being highly focused on creating powerful remarketing campaigns is Nike according to the Digital Marketing Company WebFX. Here is an example of how Nike reconnect with past visitors by running targeted ads about the apparels potential customers previously searched when browsing the website:

As you can see, this is a customized ad based on a previous activity on the website as it is showing shoes that were searched by a past visitor.

As a hotelier, you could do the same by creating tailored ads showing the rooms that your past visitors considered when visiting your website. Your ad should include a special deal to attract your audience in booking the rooms they have previously looked at during their first visit in your website. This is an example of an effective remarketing ad showing a special deal from the hotel Westport: