With Valentine’s Day upon us and love in the air, it is time to talk about hearts and Cupid. Well…maybe not Cupid, but we will talk about hearts, specifically the heartbeat of your eMarketing program: your website.
Because travelers research hotels in a variety of ways, it is important to place the correct content in the correct medium, whether that is online through your website, on social media channels or on mobile devices. To show customers and potential guests that you care and want their business, hotel marketers need to learn how to romance these potential travelers with appealing and relevant content.
A recent HotelMarketing article, written by DJ Vallauri, compares setting up a hotel website to setting up a dating profile. This is the channel that will tell prospective guests everything you want them to know about you. It is important to know what your potential “suitors” are looking for, so here is a list of five things your dating profile should include to help garner the most potential “dates”.
Make Sure Your Content is “Fresh”
Fresh content does not mean tweaking the copy you use for social media, and placing it on your website as well. Your site needs to look its best in order to attract the most prospects. Make sure your services and amenities are up to date, and give other tempting tidbits to keep travelers away from the generic OTA sites.
Widgets are Useful and Helpful Interactive Tools
Attaching widgets to your website that link to various social media outlets allows travelers to connect with other individuals who have already visited your property. They also can add some additional interaction between your site and potential guests. One recent trend is offering a live chat widget, which allows travelers to connect to your property in real-time, although social media channels can be used in the same capacity.
Make Sure Your Mobile Website is User-Friendly
Based on consumer demand and the prediction that there will be more mobile users accessing the internet this year than desktop users, extra attention needs to be placed on the mobile web. The latest responsive design technologies adapt website content to a variety of screens making them easily viewable across whichever device travelers prefer to use.
Make Sure Your Social Media Content Matches the Social Media Channel
We have consistently discussed the importance of using social media channels to attract a greater following for your property, but truly reaching prospective customers requires hoteliers to respect the context of each platform.
Users of each social media platform are different, and they like to be communicated to in the context of their social media platform. You will not be effective in communicating to Instagram or Pinterest (photo-based platforms) users with a lot of wordy content. Effective online marketing is about using all the tools available to reach and engage with potential customers wherever they are online.
Storytelling is a Great Way to Connect
Build an experience for a guest, and you may be able to build loyalty and future business opportunities. Use video resources to give potential travelers a tour of your property, or to showcase annual events that draw large numbers of visitors. Give your potential guests a typical experience, whether overnight or extended, they can expect when they stay with you.