When you consider that more than 85% (up from 49%in 2016) of the world’s population now owns a smartphone, it makes sense that hotel marketing and mobile devices should go hand in hand.
Not only is mobile ownership skyrocketing, so too is the use of mobile devices to research and book travel. Consider these statistics:
- 52% of travellers use a mobile device to find information about hotels, restaurants, tours, and activities
- The preferred channel for last-minute bookings is mobile
- Total mobile bookings for hotels in 2021 were above 40%
- 63% of US travellers say it’s extremely important to use a smartphone when planning a trip, while nearly two-thirds rely on a mobile app during their trip
- More than 80% of travel bookings now take place without human interaction
By making mobile users a priority you’ll be able to find tremendous value in implementing mobile-only promotions and rate restrictions for your hotel.
This blog will tell you everything you need to know about mobile rates, and other targeted rate strategies that can bring your hotel revenue success.
Table of contents
What is a mobile-only price?
A mobile-only price or promotion is an offer from your hotel to travellers that only appears if they are using a mobile device.
Normally this is at a discounted price and is useful for capturing a strongly engaged audience and also securing last-minute bookings to meet occupancy and revenue targets.
A good way to implement mobile-only prices at your hotel is via your connected online travel agency channels.
Why should your hotel offer mobile exclusive rates and promotions?
Given how many users are researching and planning their travel on mobile devices, it’s the perfect time to try to turn this intent into a conversion. You have the traffic at your fingertips and a discounted rate could mean the difference between a guest making a booking on their mobile, and them leaving the page and booking another property later on.
The sense of ‘getting ahead’ of other shoppers is also a factor – if the guest thinks this is their chance to get a better deal than the majority, they are more likely to convert quickly which is great for your business.
Another benefit is that you can increase the overall viewers of your listing, since mobile rates will increase your mobile ranking on OTAs like Booking.com, since this is different to your desktop ranking.
Can your property offer mobile-only prices on Booking.com?
Yes, Booking.com is one of the OTAs that allows your hotel to promote mobile-exclusive rates.
Data from Booking.com shows that 59% of all bookings are now made on a mobile device, making the feature particularly valuable.
Additionally, properties that offer a mobile rate on Booking.com experience:
- 3% more click-throughs
- 24% more attempted bookings
- 22% more bookings from mobile customers
Taking advantage of a growing market by adding a mobile rate to your listing here.
Other targeted rates that can boost hotel profit
Mobile prices aren’t the only exclusive rates you can offer to guests booking on OTAs like Booking.com. You can also apply country rates and rates that allow you to maximise the value of each individual reservation.
What are country rates?
Country rates are a targeted pricing tool that you can use on Booking.com that allows your hotel to offer a particular price to guests from specific countries and regions. With international travel on the rise again, it’s a great way to entice international travellers with special or discounted rates. Offering such a competitive rate will also help you be more visible to the travellers in the countries you target.
International guests tend to book their trip earlier and cancel less frequently, so you’ll be able to better manage your property’s revenue.
What does price per guest mean?
Pricing per guest (PPG) is an additional way of optimising the revenue return from each room.
Also available on Booking.com, it works by allowing your property to set different rates for the same room based on the number of guests staying in it, the length of the stay or a combination of both.
Not only is this a way to maximise profit, it will also enable you to maximise occupancy and improve your visibility in search results.
Best practice to manage your hotel rates and listings
The best way to easily manage all your rooms and rates across all your connected booking channels is with a hotel channel manager.
A feature of SiteMinder’s platform, a channel manager uses automation, real-time updates and two-way data sharing to ensure:
- Your inventory is always accurate and up-to-date
- You can make adjustments to your strategy at speed
- You can reduce human error and manual labour
- You have visibility to crucial performance insights and reports
- You maximise your hotel’s occupancy and revenue
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