The Importance of Internet Marketing For Hotels, Resorts, and Bed & Breakfasts
The numbers are staggering: In 2005 88 percent of the U.S. online population used the Internet to research and purchase their needs for their summer vacations. These consumers are not just looking for rooms, they are booking! Online Hotel bookings also increased from 40 percent in 2004 to 52 percent in 2005 and the numbers continue to increase.
The key motivating factor for the online consumer? Best rate guarantees. Take into consideration that if you can offer a "Best Rate" on your brand site you will be able to retain those costs associated with aggregator sites while attaining increased brand awareness and competitive revenue per room night. Other incentives users found desirable were online check-in, complimentary room service and breakfast. Nearly 75 percent of the users that had booked through an aggregator site stated they would book directly from the hotel site if offered the same price.
A few other things to consider are providing the online user with relevant and up to date destination information. Introduce them to your vacation/business locale. Describe attractions, geographic features, sports activities…anything that may be of interest this keeps them on the website, gets them "involved" and stirs emotions (excitement, relaxation, convenience). Emotions are the strongest Call-to-Action, make these positive emotions work for you and your spreadsheet!
Travelers today rely on the Internet more than any other marketing channel. To be found when a potential guest is researching your area through search engines and directories can mean the difference between revenue or an empty room and in today's economy every dollar of revenue generated per room night can be crucial. ADR, RevPar, ROI means nothing to a vacant room but everything to a GM or Sales Director.
We understand this. My particular background is 22 years in all phases of resort property operation in Orlando, one of the most competitive markets Worldwide. I would also add that when marketing your property we do target international efforts to cater to the variety of times particular countries are prone to travel to maximize property revenue and occupancy rates.
Here is how we can help:
Internet Marketing is a combination of several website traffic acquisition and retention methods:
Search Engine Optimization, or SEO- In this method we optimize your website with Meta-tag information which basically is code that is read by search engine retrieval methods and can assist in "organic" or non-Pay-Per-Click search query results. We also submit your site to appropriate web directories which prove relevant and beneficial to your area(s) of practice.
Pay-Per-Click, or PPC- Just as it sounds, you bid on particular keyword phrases for optimal placement in search query results. For instance, if you are a beachside resort in Daytona, to bid on the term "Beach Resort" would not be the most cost-effective choice. However "Daytona Beach resort" which is searched for on average 2166 times per month may prove very profitable for you as the phrase is a highly targeted keyword phrase for a particular destination and lodging preference.
Search Engine Marketing- This is the strategy of combining both SEO and PPC to provide the most effective overall solution. We can also combine this with your email and newsletter campaigns for a total Internet Marketing Solution.
Internet Marketing has been our specialty since 1996. We know what works and we know the strategies involved. We offer effective, goal oriented solutions personally tailored to your individual needs, long/short term goals, and budget constraints.
Please contact us at your convenience to discuss the opportunities an effective Internet Marketing strategy can provide to your growing business.
James Smoot
3clx.com
407.765.3335
js@3clx.com
