Direct Bookings
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How does Hick’s Law apply to hotel distribution and marketing?
Hick's Law is a simple idea that says that the more choices you present your users with, the longer it will take them to reach a decision. Although I have always struggled with it, I have never stopped advocating for simplicity and fewer options when presenting options for our hotel guests to book. You can also interpret the time scale differently. The longer it takes for your website, booking engine, or app to load, the lower their conversion rates. One more way for hoteliers to look at this law is in the context of wait times in front offices, restaurants, and for guest service requests, as well as the number…
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Ten things their digital marketing team/agency wishes hotels knew
My team was in charge of digital marketing for more than 50 properties. The budget we used was in the seven figures (USD) per year. The ROI and CPA requirements were stringent. The team frequently lamented that a distribution, E-commerce, revenue manager, or general manager did not understand what it took to run a successful digital marketing campaign.It was incredible to see so many ideas, tactics, and team members come together beautifully in a perfectly choreographed delivery of amazing numbers like 20 in ROI and under 2% in CPA when it worked. When that happens, the properties know how to handle it properly.Preparation period/ optimization timeWhen it comes to guest…
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Is the direct booking strategy still worth pursuing?
"Hey, business is slowly but steadily returning," a general manager said. “I don't see why I should have to invest in advertising up front. It may end up costing me more than I pay the agents."This is a common refrain, and I appreciate it. Direct is difficult for many independent hotels and small groups. If you don't know what you're doing, you could end up spending far more than it would cost to distribute through third parties.There are several reasons why hotels ignore the direct channel.CostsTalentKeeping up with the ever-changing trendsOTA dominationNo understanding of distribution costsLack of analysis and data practicesPast practices: ‘It has always been this way.’InertiaThere could be…
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Top 5 Hotel Website Mistakes to Avoid in 2022
I do a lot of research and planning for the various trips I take. As someone who works in the hospitality industry, I always prefer to book directly. This means I visit quite a few hotel websites, usually via Google or through their social media pages. Admittedly, my recent travel has been a lot more domestic and regional due to the pandemic.As per my observation, these are the top five mistakes that hotel websites are still making in 2022.1) Missing a Call to Action:So you've taken some lovely photos and videos of your property. You want the best shots to captivate your visitors. They are absolutely amazed. What next?According to studies,…
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The Low-Hanging Fruits: Is your hotel using these tactics to generate more revenue?
The majority of hotels in Asia are pleased with the resurgence of business. Given the scarcity of demand over the past two years, hotels are grateful for any business, regardless of the costs involved. This is a fantastic opportunity for numerous middlemen to seize control of the marketing and distribution. Chronic under-investment in technology and marketing even before the global pandemic exacerbated the situation. Now, post-COVID, most hotels do not appear to be in a hurry to change this status quo. A smart hotelier would focus on increasing the investment in new digital technologies that guests now expect. From web experience technology (website), content hub, CRM, CDP, marketing automation, a…