Category Archives: Hotels

Mobile First Index for Hotel Website: Reinforce Your Efforts to Foster Rank & Bookings

Hoteliers!
Do you have a hotel website?
And you try to get more visitors there?
As well you pay attention to online website bookings?

Well then, it’s time you have to listen to what Google has to say. Why? Because, recent announcement from Google demands change in the way you have been building up your hotel website and online bookings.

Just a couple of days back, Google declared that they are going to carry out an experiment that would transform entire search results we get for our queries (of course, to provide better search experience)! Tech gurus call it ‘Mobile-first Indexing’. According to announcement, the ranking system that currently looks at desktop versions of a website, will now primarily consider mobile version of a website to rank it in search results.

What does this mean?

In a nutshell, Google will consider what does your website look like when viewed from a mobile device in order to rank it in results. (I know you just picked up your phone to check it ) System will bring those web pages higher in search results that provide most useful content and superior user experience on mobile devices.
Mobile First Indexing for hotel website

Mobile First Index: Game-changer enters the spotlight now!

Following this announcement, Google is introducing latest ranking system that is mobile-friendly and is mindful of content that performs better on smaller screens. Mobile-optimized web pages are indexed and used for displaying search results for both mobile and desktop users.

Why hoteliers need to pay attention to it ?

Well, since you have a hotel website and you always try to keep it on higher ranks in search results; you need to pay a close attention to this.

What hoteliers can do to stay firm in this transition from desktop to mobile websites?

  • Square one: Are you present there in mobile world?
    If you are already up-to-date with mobile-ready website, you do not have to change anything. Still you better how does your hotel website appear on smaller screens!
    Well, if you don’t have a mobile-optimized website yet, get a one ASAP. Preferably, you need to pick a responsive web design for your hotel website.
    This means, your website will adjust itself according to screen size and type of device to deliver uniform experience; without having to build different website for different screen sizes. Relieving, isn’t it!
  • Load time and relevance do matter, because
    Load time and relevance do matter
    To check load time of your property website, you can try using Google’s PageSpeed Insights tool. You can even get Custom Recommendations to increase your website’s speed. For more information and tools, check this out: How to Create a Better Mobile User Experience
  • What about content?
    When people say Content is King, it holds true always. Ensure that your website contains up-to-date quality content that helps it rank better. It is recommended to keep the content and links of mobile version similar to desktop version. You can use Read More links to put adequate content on smaller screens.
  • Don’t have a mobile site? Don’t mess it up in hurry, take your time to make an accurate one!
    Never launch a broken or incomplete mobile site, it would only hamper your search result rankings. Take good time to properly build it.

Mobiles bring in-store revenue: How this index shifting affects Bookings for a hotel website

Your website is a mechanism that popularizes your brand and transforms visitors in guests; a source of revenue that you cannot afford to bypass.

Google is aiming to make web browsing easier and well-suited for mobiles, by introducing this index. At bottom line, it helps businesses increase mobile visitor traffic on their website. Your mobile website will be primarily used for search engine indexing, which clearly implies that if you don’t have a mobile friendly hotel website;
then your rankings will be affected and consequently ‘bookings’.

Moreover, you might even face reduction in website traffic, also, even guests who reach your website on mobile will not convert and abandon booking process due to poor experience.

It is high time for you to measure the impact of mobile searches done by bookers.
Run the test here to see how does your website appear on mobile

Researches have shown that hotels with mobile friendly websites have higher chances of boosting mobile conversion rate to 5% or above. At such times, an excellent (Responsive!)Booking Engine can prove to be a booking booster. Read how-

  1. Clear and simple booking process and forms
    A quick 3-step booking process to instantly and easily book a room at your hotel from smartphones.
  2. User-driven appearance and UI to fit mobile browsing
    A responsive booking system that blends beautifully with your website theme and contains responsive structure, would provide matchless user experience.
  3. Instantly loading on smaller screens
    It should take no time to load and work smoothly, giving splendid booking experience to mobile bookers.
  4. User Engagement
    Compelling user friendly booking environment makes a visitor stay longer on website, thus reduces chances of booking abandonment.

Alternatively, if one website (your own, of course) is not enough for you; if you want to get more visibility; then you must consider flaunting your inventories on Online Travel Websites. Trust it, this way you can attract global traffic of guests at your property. Wondering how you can do this? Simple, get a Channel Manager and get set with all those highly popular travel sites right away.

Importantly, though started on a small scale, this whole update is in Testing Phase as of now. Hence, you might see the minimal effect initially.
It will take a couple of months for Google to completely launch this index. Meanwhile, you can prepare and arm yourself with knowledge and tactics to rank higher in Mobile First Indexing.

Behind the scenes: Where this all started

Mobile is incredibly changing and dominating the way people access web content. In recent times, the number of people hitting a Google Search from mobile devices has already surpassed the number of desktop searchers. When you want to know more about something you right away look at that smart-phone next to you, don’t you?
Well, Google knows it all. Hence, to make search results more useful, Google is now emphasizing ‘mobile-first factor.’ Therefore, if your website delivers poor user experience to mobile visitors, warning bells should ring in your head.

How mobile is taking over: These stats are enough to say it all

This recent research by Google makes it very clear what role mobile plays in shopping behaviour of millennials. They are more likely to shop for hotels and accommodation on a smartphone right away. These figures tell it all,

2/3 of young travellers plan antire trip on smartphone

64 millenial travellers book a hotel room from smartphone

66 millennial travelles search for flights and hotels on smartphone

Leisure Travellers & Business Travellers

(Source: Millennial Travelers: Mobile Shopping and Booking Behavior)

Now, you cannot overlook power of smaller screens anymore when it comes to capture the Let’s-book-it moments of millennial travellers.

The End Note

For industries like hospitality, dependent largely on digital consumer channels; very soon mobile will be everything. The way number of mobile users in bookings and travel shopping is booming, you should definitely pay heed to your digital appearance on mobile devices to keep up momentum.

Afterthought:

Right now, somewhere your guest is looking at your website from his smartphone to book at your property. Go and see for yourself how does your website look on that smartphone!

[This article originally appeared on ezeeabsolute.com/blog/]

Want to lure the honeymooners to your hotel? Know exactly how!

Honeymoon is the most memorable holiday for a married couple and they love to make this period the most enjoyable, enthralling and spunky one in every possible way! They look for a stellar place and accommodation where they can enjoy in abundance as well as create some indelible memories to cherish forever. Honeymoon is not just about traveling for a couple, but also a golden opportunity to spend and devote quality time together without any extrinsic botheration.

For hotels, depending on their location, this serves as a great opportunity to attract the honeymooners to their property

For hotels, depending on their location, this serves as a great opportunity to attract the honeymooners to their property and give the newlywed couple a grand reception to make their honeymoon very special in a way that they remember it nostalgically for the rest of their life!
Here are a few tips to make your hotel an ultimate destination for the honeymooners:

 First impression is the last impression – A grand welcome

Almost all the travelers believe that the first impression of the hotel will give a basic idea how their overall stay is going to be – and same stands true for the honeymooners as well! With a smile on the face of the front-line staffers, the check-in formalities for these couples should be friendly, personalized and genuinely quick. They can be offered a refreshing welcome drink upon arrival while they complete the check-in process and a bottle of chilled champagne or local wine for their use during their stay along with fresh fruits to create an all-embracing great welcoming atmosphere.

Awe the couple with great room decor

Once the newlywed couple enters the room, they should be amazed with joy to see the visible efforts that the hotel management has made to serve them with some of their exclusive arrangements to make the room ambiance ultra-romantic. These arrangements can include slow instrumental music, dim lights and battery operated votive candles around the room with a bouquet of fresh flowers on the desk. The path leading from front door to the bed can be sprinkled with flowers (preferably rose petals). Chocolates are always an ideal catalyst for all romantic occasions. Placing a heart shaped chocolate box in the honeymoon suite for the honeymooners can be an excellent gesture by the hotel management. Last but not the least – elegant room fragrance will serve as icing on the cake to make the entire atmosphere amorous.

honeymoon2

Organize a romantic candle-lit dinner

Dinner dates play a very significant role in love and romance. It is something so special that brings two new lovers closer, relighting the love for a seasoned romance. It’s about adoring each other’s company in the warm glow of love on a salubrious night. The hotel management can make this moment all the more special by arranging candle-lit dinner for the new couple either on the pool-side or on the beach with artificial glowing candles and heart shaped red balloons surrounding the dinner table.

Offer a romantic jaunt

Arranging for a special sightseeing romantic trip for the honeymooners could be an important gesture from the hotel management. This can be planned at some incredibly peaceful, a little secluded and in a highly romantic surrounding to make them feel momentous. On returning from the jaunt, they can be offered relaxing massage and aromatherapy bath along with flower bath filled with petals of numerous red roses!

If you want to tap the niche market of honeymooners, focus your marketing and digital advertising more on unique offerings for new couples

If you want to tap the niche market of honeymooners, focus your marketing and digital advertising more on unique offerings for new couples as well as inclusions you will provide them to make their experience as buoyant as possible. Sharpen your advertising efforts through media channels catering honeymoons and weddings. In addition, reach out to travel agents, attractive gift registry programs, wedding planners and other entrenched networks.

Hoteliers – do you want to surge direct bookings? Learn the Amazon way!

Hospitality segment accounts for 9% of global GDP, and there are still enormous scopes to grow business in this ever growing sector. The tourist population has increased twofold in past 20 years and is expected to increase at the same pace for the coming two decades. This is why now it is an exciting opportunity for the hoteliers to bank upon this tremendous growth and the changing face of travel and tourism industry. For this, they have to figure out new and innovative ways to attract more travelers to their properties.

With Google and TripAdvisor adding the ‘Instant Booking Function’ it will be easier for hoteliers to facilitate bookings directly on their web portal

With Google and TripAdvisor adding the ‘Instant Booking Function’ to the myriads of other services they offer, it will be easier for hoteliers to facilitate bookings directly on their web portal. It will be similar to booking from an OTA website. However, in order to reap the benefits, the hoteliers will now need to create a smart plan to keep up the pace with competition for direct bookings.

Of late,with the intrusion of OTA’s and middlemen, a feeling of compromise has germinated within independent hoteliers. The OTA’s spend heavily on online marketing and customer acquisition, leading to their stronger presence, due to which there is a growing sense of anxiousness for hoteliers. In this scenario, the hoteliers- in most occasions- have to give huge commissions to them and eventually compromise with their room tariffs.

A majority of travelers these days conduct an online research on the internet for their travel planning with search engines like Google

Google and TripAdvisor contribute significantly in the decision-making process of the travel planners. A majority of travelers these days conduct an online research on the internet for their travel planning with search engines like Google. TripAdvisor helps them further to have a concrete assessment before finalizing the entire trip. With Google entering the instant booking segment, it has a direct competition with its giant advertisers. TripAdvisor, so far, had claimed to be an independent review aggregator which may now not hold true as it has entered the direct booking segment too.

3

Now coming to Amazon, it depends largely on user generated content with the prime objective of fostering sales.

Let us see how Amazon manages this so efficiently:

THE STRIDE TO TRIUMPH IN AMAZON STYLE

Be the owner of your own user generated content

Amazon does not rely on or allow other agents to participate in collecting user-generated content (UGC). This automatically paves way for a direct relationship with customers by procuring their data for direct communication. Similarly, as an hotelier, you can find multitude ways to gather UGC. The front desk staff can politely request the guests to contribute in UGC capitulation activity. In addition, the hotelier can grant access to the connection on signage across the premises for the guests to participate and share.

Empower the customers to share content effortlessly

Amazon gives the customer a platform to share their experiences in the form of text, photo, star ratings, video, etc. This allows the customers to generate a genuine review quickly in a manner which they are comfortable. Just like Amazon, even hoteliers can pleasingly appeal their guests to share their story without imposing unnecessary hiccups.

Channelize reviews to attract organic traffic

With the increase in a number of reviews on the website, more visitors are likely to land up on the website. Amazon masters the art of sharing these reviews quite effectively providing value addition for website visitors. Hoteliers too can utilize this approach and work towards receiving direct feedback from the guests so that the management can assess the shortcomings and improve on them.

Independent hoteliers will have to pay more attention to website and content layout

The procured database of new guests will certainly be the most valuable assets for the hotel. Demographics, purchase behavior and buying preferences of the guests available from the data can take the management far in preparing strategies to deliver higher conversions on their future campaigns.

Google and TripAdvisor have recognized a new revenue generating way that goes hand in hand with their existing specialties. In contrary to that, the independent hoteliers will have to pay more attention to website and content layout in such a way that it ultimately compels the guest to book.

Exploring TripAdvisor Programs: TripConnect Instant Booking and TripConnect CPC

 

Connecting the world of travellers with prospective hotels, inns and B&Bs to formulate their upcoming travel plans, TripAdvisor TripConnect introduced 2 powerful programs of TripConnect CPC (cost per click) and TripConnect Instant Booking. Launched in 2014, both programs quickly became a market favourite for accommodation providers as well as travellers all around the world. TripAdvisor truly believes that both programs will significantly increase monetization, as the travellers all around the world establish a direct relation with the hotel through the trusted medium of TripAdvisor.

However, understanding the difference between both the services can be a little bewildering. Nonetheless, I will help you differentiate between TripConnect CPC (cost per click) and TripConnect Instant Booking and get a hang of both the services.

Explore the TripAdvisor programs to increase hotel revenue

TripConnect Instant Booking

Being one the largest review platform, TripAdvisor enjoys more than 10 million unique visitors on daily basis. Travellers from all over the globe rate, review and now even book travels with the online review giant. The unique feature of Instant Booking allows hoteliers to take advantage of their ‘pay-per-booking commission’ model and enrich their online bookings. Instant Booking offers the traveller opportunity to immediately confirm the booking at your hotel without even leaving the metasearch site of TripAdvisor.

Functions of TripConnect Instant Booking

Along with hotel reviews, the metasearch engine also allows the traveller to compare the real-time rates and availability of your property. Furthermore, the Instant Booking model offers the booker to instantly confirm the hotel booking by clicking on ‘Book on TripAdvisor’ button. Adding to the advantage, TripAdvisors delivers all the guest information to you from the first point on, and you are directly in contact with your guest without any interference of the middle agent.

As the entire concept works around the ‘pay-per-booking model ’, you only pay commission for the confirmed booking. Additionally, the travel giant offers you 2 different commission rates to choose from, 15% commission per booking ensures that you receive half of the bookings received on TripAdvisor. On the other hand, the commission rate of 12% brings in the hotel on 1/4th of the booking through Instant Booking. The remaining booking which are not claimed by your hotels is passed on to the OTAs connected to your hotel with you ultimately paying the OTA commission.

Moreover, the simple yet innovative service of Instant Booking requires no bidding, no deposits and the commission to the company is only paid after the guest stay.

Click here to enrol your property with TripConnect Instant Booking.

TripConnect Cost-Per-Click

Another program introduced by TripAdvisor is the TripConnect Cost-Per-Click (CPC). Similar to Instant Booking, this program also allows travellers to view real time rate and inventory of the property. However, instead of offering the traveller option to book from TripAdvdisor platform, TripConnect CPC offers direct booking to the hotel by redirecting the booker to your hotel’s website.

Functions of TripConnect CPC

Contradicting the Instant Booking plan, the TripConnect CPC program works on ‘cost per click ’programme which requires you to bid the amount you pay per person, visiting your website through TripAdvisor. The hindrance here is that the place of your hotel on the price comparison search bar is determined by the price of your bidding. Thus, the bidding structure gets a little complex here, as the highest bidder is placed on the top of the price comparison search bar as you are once again competing with the might OTAs ( you are connected with) for direct bookings. The CPC model ranks your hotel’s position according to your bidding, and higher your ranking more you get noticed. As soon as the booker clicks on your property’s website link, he is redirected to your hotel’s website to further confirm the booking. In this policy, your hotel is charged for the click regardless if the traveller actually completes the booking or not.

You can refer to TripConnect CPC user guide

You can enroll your property for TripConnect CPC programme from TripConnect website.

Which program is better for your property- TripConnect Instant Booking or Cost-Per-Click?

Through both the programs, TripAdvisor is offering hoteliers a power and low costing platform for gaining a tremendous online exposure. Identifying on you requirements and expectations you can choose either of the programs to increase your online sales or you can benefit immensely by strategizing a combination of both.

image 2 - Explore the TripAdvisor programs to increase hotel revenue

The eZee Connection

eZee is a Premium Partner of TripAdvisor TripConnect and has established a seamless interface between eZee Reservation and TripConnect Instant Booking. As a result, our clients would be able to easily update rates and inventories directly to TripAdvisor and increase hotel revenue by receiving direct bookings from the massive number of travellers visiting TripAdvisor.

This article was originally published on ezeetechnosys.com