In the hospitality market, a seemingly lost conversion tactic is the employment of urgency on hotel websites, in hotel marketing collateral, and across social media platforms. Urgency is a long-used tactic in the world of driving conversion and increasing eCommerce. So the question remains to be asked, why don’t hotel owners use this tactic more often?
It may be for a simple lack of understanding of how to implement urgency into daily messages. It also may be the fear of turning to something different than what has been working well in the past. Whatever the reasons may be, creating a sense of urgency is a great way to increase website conversions for your hotel.
A recent article published by Marketing and hospitality insider Sam Weston discusses 7 simple tactics that any hotelier can take to increase website conversion. Let’s take a look at the best practices and explain in detail, the significance of each.
1. Availability Messaging - Availability messaging is as simple as advising your guests how many rooms remain at a discounted price, how many spots are still open on the wine tour that comes with their stay, etc. For example; “Hurry, only 3 rooms remaining at this rate!”
2. Tell Your Guests How Popular you Are - No, not literally. This is a simple tactic that advises your guests on how many travelers (like them) are currently viewing your property, package, or room offer. For example; “22 people have viewed this suite in the past 12 hours.” Simple messages like this create the sense of urgency that we as hotel marketers are looking for.
3. Countdowns & Timers - Perhaps the oldest tactic in the book to creating a sense of urgency is to place an ultimatum, timer or countdown on your offer. Adding a countdown timer to the deal pages of your website is a simple way to let your guests know that “time is running out!”
4. Countdowns TO Events and Sales - Similar to the “time is running out” idea, a countdown to a big event or sale is a great way to create a sense of anticipation and urgency in your customers. Getting the message out early is the key here. For example; “Only 3 days remaining until you save 50% on your 3 night stay!”
5. Adjust Your Message - Standard hotel language can grow repetitive and lose its luster…fast. Next time an offer, sale or event comes across your planning, try switching up the delivery of your message. For example; Rather than saying “Rooms starting from,” spice it up with something along the lines of “Today’s Best Rate.” Experimenting with what works best for your hotels brand will prove to be valuable time invested.
6. Give a Friendly Reminder - In the case that a guest starts to book but does not complete the process, a simple follow up email will do you great justice. A message as simple as “I see you were inquiring for a stay the week of November 20th, but it looks like you stopped. How can I help? The rate you were considering was $89 per night, per adult, a savings of 30%!” Messages like this instantly remind the traveler what they were looking at and plant the idea of booking back in their mind.
7. Email Follow Ups - For those guests who may have missed your sale, offer or event, offer them the opportunity to get advanced notice of the next offer. This can be as simple as asking them to sign up for an email marketing message, or distributing the information via social media. This not only creates a sense of urgency, but can also go a long way in maintaining a loyal customer base.