There’s an incredible amount of marketing noise to contend with and hotel businesses can find it difficult to stand out among the many types of communication in play today.
It’s communication that drives guests to your property and your hotel’s website plays a key role in the traveller’s hunt for the right booking decision – and we know it’s something the guest is increasingly in control of.
A recent SiteMinder eBook, ‘Your direct booking strategy: Are these 6 groups of travellers your future hotel guests?’, examined the six socio-demographic groups that hotels should be focused on attracting direct to their websites.
Have a look at these slides to learn which future guests you should be targeting for direct bookings.
So now we’ve identified the six groups of future guests that you should be paying attention to, what are the key tactics your hotel should be implementing to drive more direct bookings from them?
Use data to identify your target markets
- The Time-Poor Urbanites
Examine each guest’s booking window and booking device
- The Social Media Nudgers
Examine each guest’s booking channel and promotion code
- The Sleep-Deprived Travellers
Examine each guest’s check-in time and booking channel
- The Energised Ageing Baby Boomers
Examine each guest’s length of stay (LOS) and booking channel
- The Spending Singles
Examine each guest’s number of guests per booking and spend per guest
- The Solo Travellers
Examine each guest’s number of guests per booking and page views
Cater to the increase in mobile device bookings
Tnooz reports that mobile is now being used just as much as desktops for the entire travel booking journey.
Smartphone use triggered a mobile booking 35% of the time!
All demographics have shown an increase in mobile devices – even The Energised Ageing Baby Boomers. So it’s crucial to appeal to them with mobile-responsive approach. You can read more about this in our free guide to beautiful website design.
Provide a seamless, user-friendly booking experience
SaleCycle research found that 13% of the time, guests abandon their bookings because the booking process is too long or the checkout process is too complicated.
With your website and booking engine, make sure you give guests:
- A simple booking process
- Seamless integration with your booking engine
- A quick and easy payment process and include the option of multiple currencies and languages
One of the easiest and most effective ways to increase direct bookings is to have a booking engine integrated into your website. TheBookingButton is a fully-customisable booking engine that you can easily integrate into your own website to allow you to take direct bookings without paying any commissions. Learn more about it here.
According to figures from Google, 52% of guests will visit your hotel’s website after viewing your property on an online travel agent’s website. These figures drive home the importance of having a sleek, easy-to-navigate website for guests to book through, the primary benefit for you being an increase in direct, commission-free bookings. Canvas is an intuitive, easy-to-use website builder designed to create beautiful and modern websites quickly for independent accommodation providers. Learn more about it here.