Category Archives: Marketing

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.

The Magic Billboard Effect On Your Hotel Business!

The Billboard Effect

Hotels that reflect and feature on the websites of ‘Online Travel Agents (OTA)’ clinch an additional benefit of getting more reservations over and above direct sales. This advantage, in the hospitality industry, is often referred to as ‘Billboard Effect ’ through which hotels observe an upswing in the number of direct reservations through various connected distribution channels and hotel’s website. This effect not only quantifies the number of direct bookings but also enriches hotel’s online search. Numerous hoteliers over the globe have adopted this marketing technique to wangle an astonishingly great number of reservations through the middlemen.

Let’s see step by step what magic can the billboard effect do for your hotel business

Be as visible online as any other bigger brand

Modern travelers tend to surf dominant OTA websites before finalizing their travel plan for the sake of comparison between different hotels, locations, visitor reviews as well as best deals.Ultimately, this increases the chances of traveler visiting the hotel’s own website to seek more information once he finds it acceptable on the travel site. Essentially, Billboard effect is all about being present everywhere, as these travel giants splurge a huge amount of money in marketing and advertisements which eventually help you building your brand stature vis-à-vis the bigger established brands.

BILLBOARD EFFECT AND THE MAGIC IT CAN DO FOR YOUR HOSPITALITY BUSINESS!

Save yourself from extravagant marketing costs

Prominent OTAs spend a herculean amount on online advertising; this has significantly affected the increase in sales trend of the hotels. The precipitous rise of hotel OTAs is also because of the fact that these travel sites offer a wide range of hotels to bookers in a single place to select from instead of conducting a long and exhausting individual hotel search. Even though the booker found your reference on the OTA, many of them will still visit your website before finalizing the booking. You can easily take advantage of this opportunity to attract the guests directly while saving a lot on marketing expenditures.

Access reliance on the Billboard Effect can get a little sour

We all are aware that every action has an equal and opposite reaction. Thus, use of the Billboard effect is a little bitter-sweet as trying to be present and managing a huge number of distribution sites can go little awry as well. Quite often, things go out of control when hotels receive a massive number of booking but are unable to update their inventory on all the associated site. It can lead to over-bookings which…. let’s face it, is a sticky and very unpleasant situation. Additionally, with an upsurge in the bookings through the OTA, the commission the hotel has to pay increases as well.

What should a hotelier to do? How can you take advantage of the billboard effect without facing the negative impact of the approach?

What you need to do is a complete analysis of the current situation and apply a few well-tested approaches that attracts more direct bookings compared to the OTA.

Offer the most competitive rate

When the bookers visit your website, make sure they are aware that they will get the best price while booking directly with you instead with third-party agents.

Take advantage of guest reviews

Make sure to have a lot of positive reviews on OTA portals as well as your hotel website, this will definitely impact your sales positively and attract new guests to experience your hospitality.

Responsive website and content marketing

One of most obvious methods of converting lookers into bookers is offering a smooth and user-friendly booking experience with your website. At the same time, don’t forget the importance of content marketing either through promotions, a fresh and new travel blog series or newsletter.

To conclude

Thus, it is beyond doubts that the ‘Billboard Effect’ can work in your favor enchantingly well to enhance your brand reach and online visibility. Part of the magic formula is to be unswervingly represented across all influential OTAs, succouring to strengthen your brand reputation while not losing control of the situation to maintain a win-win situation.

This article was originally published on ezeeabsolute.com