The digital landscape has become an essential aspect of marketing for businesses in the hospitality industry, and British hoteliers are increasingly realizing the importance of effectively marketing themselves online. To stay competitive and attract a wider audience, it’s crucial for hoteliers to improve their online presence. Here are some key strategies for British hoteliers to market themselves better online:
1. Develop a Professional, User-Friendly Website
- Mobile-Optimized: Ensure your website is fully responsive, meaning it works seamlessly across devices like smartphones, tablets, and desktops. Most people search for accommodations on their phones, so a mobile-friendly site is essential.
- Clear Booking System: Simplify the booking process on your website. Potential guests should be able to easily check availability, view room details, and complete the booking without frustration. Consider integrating a secure, easy-to-use booking engine.
- High-Quality Visual Content: Include high-quality images and videos of your property, amenities, and the local area. Visuals are key in attracting potential guests, as they allow them to envision their stay.
2. Search Engine Optimization (SEO)
- Optimize for Local SEO: British hoteliers should prioritize local SEO techniques to appear in search results for relevant terms like “hotels in [city name]” or “accommodation near [local landmark].” Claim and optimize your Google My Business listing and ensure your address, phone number, and hours are correct.
- Keyword Strategy: Conduct keyword research to identify terms potential guests are searching for. Incorporate these keywords into your website’s content, including descriptions of rooms, amenities, and the surrounding area, to rank higher on search engine results pages (SERPs).
- Create Relevant Blog Content: A regularly updated blog can help boost SEO and provide valuable content for guests. Write about local attractions, events, seasonal promotions, and travel tips. This will not only help with rankings but also position you as an expert in the area.
3. Leverage Social Media
- Engage with Your Audience: Active engagement on platforms like Instagram, Facebook, and Twitter is essential. Share engaging content such as behind-the-scenes photos, special offers, guest testimonials, and local events. Use appropriate hashtags to increase visibility.
- Share User-Generated Content: Encourage guests to share their experiences on social media and tag your hotel. Sharing user-generated content helps build trust and social proof, which can influence future bookings.
- Run Targeted Ads: Use paid social media advertising to reach potential customers. Platforms like Facebook and Instagram allow you to target ads based on location, interests, and demographics. Ads can be particularly useful for promoting special offers or seasonal promotions.
4. Encourage Online Reviews
- Focus on Reputation Management: Online reviews on platforms like TripAdvisor, Google, and Booking.com play a significant role in a hotel’s reputation. Encourage satisfied guests to leave positive reviews and always respond to feedback, both positive and negative, to show potential customers that you care about guest satisfaction.
- Address Negative Reviews Professionally: Negative reviews are inevitable, but how you respond can make all the difference. Address complaints promptly and professionally, showing that you are committed to improving the guest experience.
5. Use Online Travel Agencies (OTAs) Strategically
- Leverage OTAs for Visibility: While OTAs like Booking.com, Expedia, and Airbnb can take a commission, they provide high visibility and a wide reach. They can help attract guests who may not have discovered your hotel otherwise.
- Highlight Unique Selling Points: On OTAs, focus on highlighting your hotel’s unique features and competitive advantages. Make sure your property is listed with high-quality photos, clear descriptions, and up-to-date information about your amenities and pricing.
- Balance Direct and OTA Bookings: While OTAs are useful, hoteliers should also aim to drive more direct bookings through their websites by offering incentives such as discounted rates, free upgrades, or additional services (e.g., breakfast) to guests who book directly.
6. Implement Email Marketing Campaigns
- Build a Customer Email List: Collect guest emails through bookings, newsletters, or loyalty programs, and use this list for targeted marketing. Email marketing can be an effective tool to keep past guests engaged and encourage repeat bookings.
- Personalized Emails: Tailor your email campaigns based on customer data. Send personalized offers, birthday greetings, or special promotions that align with the guest’s preferences and booking history.
- Automated Campaigns: Implement automated email campaigns for confirmations, pre-arrival details, post-checkout feedback requests, and special offers. This ensures consistent communication with guests throughout their experience.
7. Invest in Paid Search Advertising (PPC)
- Google Ads: Invest in pay-per-click (PPC) advertising through Google Ads to appear at the top of search results for relevant keywords. You can target users searching for specific terms related to your hotel, such as location-based searches or specific amenities.
- Retargeting: Use retargeting ads to reach visitors who have previously interacted with your website but haven’t completed a booking. Retargeting ads can remind potential guests of your property and encourage them to return and complete their booking.
8. Offer Special Deals and Packages
- Attractive Offers: Create limited-time offers, discounts, or exclusive packages to entice potential guests. These can include last-minute deals, holiday packages, or seasonal promotions. These promotions can be shared via email, on your website, and on social media.
- Loyalty Programs: Offer loyalty programs to reward repeat guests with discounts, upgrades, or other perks. This encourages customer retention and creates long-term relationships with guests.
9. Collaborate with Local Influencers and Bloggers
- Partner with Travel Bloggers: Reach out to travel influencers or bloggers who have a following in your target market. Invite them to stay at your hotel in exchange for an honest review or social media coverage. Influencer marketing can help you reach a broader audience, particularly younger travelers.
- Collaborate with Local Tourism Boards: Partner with local tourism boards or attractions to cross-promote your hotel. These partnerships can help you connect with tourists interested in your destination.
Conclusion
To thrive in a competitive hospitality market, British hoteliers must actively market themselves online. By creating a user-friendly website, optimizing for local SEO, utilizing social media, encouraging reviews, and leveraging digital advertising, hotels can enhance their online presence and attract more guests. A strategic mix of these techniques will help British hoteliers stand out, increase bookings, and build long-lasting relationships with guests.4