Many independent hotels have been tested by the proliferation of online distribution channels. They have seen fit to abandon their direct sales channel for the benefit of these new players, such as online travel agencies (OTA) to rent more rooms. The perception persists that only hotel chains can retain their market share, thanks to major marketing investments. Yet there are affordable solutions to increase traffic to the website of the hotel and to promote direct bookings. Managers can indeed take advantage of the many free or low-cost tools offered by Web 2.0.
WHY CONCENTRATE ITS EFFORTS ON CHANNEL SALES WEB SITE OF HIS HOTEL?
The website of the hotel remains the primary booking tool of Quebec travelers. According to the Ipsos-RVT conducted in 2011, 31% of them have booked their accommodation on the website of the institution during their last leisure travelers, while OTA like Expedia rank in the third position (13%) after booking live offline (see also: How Quebecers do they buy their journeys?).
Being the most profitable distribution channel, the independent hotelier should be aware of low-cost solutions that would enable it to increase its online sales.
EFFECT "BILLBOARD" TRAVEL AGENCY ONLINE
OTA benefit online sales, as noted by researchers at Cornell University through the effect of "billboard". Indeed, a significant proportion of Internet users, which is a hotel on an OTA, will visit the site of the facility to make the reservation. According to a survey of WIHP, a marketing firm online, 20% of respondents found an independent hotel via an OTA, but reserved the hotel website.
Several explanations are possible. Indeed, before concluding a reservation on the site of an OTA, it is likely that the consumer called the hotel to see if a lower rate is available. If it does not, the booking agent must still convince him to book directly. It can put forward the benefits that OTA does not offer such as better payment terms and the ability to repay and cancel. It is important that staff are aware of the high rates of commission paid to OTA to become aware of the importance of capturing these customers.
The SEARCH ENGINE OPTIMIZATION
In order to increase the traffic on the website of the hotel, it is necessary to ensure good visibility on the Internet. This requires a search engine optimization (SEO) for each page by choosing different titles and keywords appropriate (see also: SEO: ABC keywords). A hotel can also use keywords on things to do around the hotel, so bring forward the experience and not just the product and services: food, relaxation, wine, museums, nightlife, etc. .
It can also use Google AdWords search for keywords specific to a market and high demand for. A sentence or two will be chosen for each page and incorporated into the content. Google Hotel Finder is another good example of a free tool. Indeed, for each hotel, the search engine offers the cheapest an OTA, but also posted on the hotel website, provided that it will be referenced tariff.
MEET NEEDS geolocated
To appear in the top local search results, the hotelier can display contact information on every page of its website. This not only allows visitors to quickly find the address, but also to search engines to better see if it's a local company. Google has developed a new free tool to facilitate local marketing. Google+ and Google Places merged into Google + Local, which now appears in the search results and Google Map. The host can then convince the user to visit the site through pictures put forward, the customer reviews and Zagat assessment system.
SOCIAL NETWORKS: ALLIES!
With personalized and relevant content, as well as service offered by social networks real-time, an independent institution can adopt simple strategies to attract users on its site. Here are some ideas, in addition to those contained in other analyzes of the Tourism Intelligence Network (see also: Hotels and restaurants 2.0: practical advice to take advantage of social networks):
Post information about events and promotions of the hotel on the Facebook pages of companies located in the same geographic area. Visitors to these pages may consider as a future place of accommodation.
Include a booking platform on the Facebook page of the hotel. Those who use the booking system ReservIT suitable for independent schools, can now incorporate free their Facebook page.
Referencing blogs of influential people and engage in conversation with them; there is a good chance they speak then to the hotel. It is also possible to write an article on their blog by signing on behalf of the hotel, on a topic that will capture readers' attention and without running promos.
THE IMPORTANCE OF VISIBLE CONTENT ON THE SITE OF THE HOTEL
By focusing on the quality of content and design of its website, the hotel will ensure a continuous traffic. For this, it must be engaging, original, easy to use and simple navigation. The content has a significant impact for SEO and visibility in social media. In addition, the hotel has the advantage of being able to offer unique products that will not be found on other online sales channels, such as packages tailored to each customer segment (business, long stays, getaways, girls night out , etc.) or on special occasions (Valentine's Day, Christmas, mother's Day, etc.).
Of course, efforts to increase traffic to the website of the hotel is only useful if it is possible to make reservations. There is software tailored to independent hotels as ReservIT, widely used in Quebec, or XBooker; but as booking engines inexpensive online as b4checkin, hotelbook Explorotel or where the transaction is finalized on the hotel website. With these solutions in hand, do you have valid reasons not to cherish your direct sales channel?
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