How to Win Holiday Bookings

Here we are almost at the end of 2019! As the year winds down, business heats up for hotels all over the world. Both a joyful and stressful time, the holiday season brings a torrent of travelers into the market. While this typically means an increase in bookings for most accommodation providers, the ever-expanding selection of lodging options available to travelers (from new hotel brands to Airbnb rentals) also means that competition is getting hotter. It’s time to gear up your marketing efforts to ensure your property gets its fair share of holiday bookings.

Holiday Specials & Packages

Running holiday specials and packages is a proven way to attract guests. You’ve probably been doing it for years. But if you’ve been offering the same deals for years, you might want to consider changing things up a bit.

Due to the wealth of properties to choose from these days, holiday packages can all start to look the same to travelers. While Christmas is a time of tradition, try thinking outside the box to stand out by offering something a little different from the usual discounted-stay-with-dinner approach.

Perhaps your Christmas package could include an in-room Christmas tree, Christmas stockings and peppermint bath salts?

Look to seasonal local events and activities to inspire packages that could feature sleigh rides, snow tubing, or tickets to a celebrated Christmas concert. Consider partnering with nearby local businesses to offer unique seasonal perks like Christmas shopping discounts, craft beer tasting, ice-skate rentals, or even a small gift (locally made, of course).

Find out what your competitors are offering and try to top it—not necessarily by providing a bigger discount, but by putting a more creative spin on your promotions to stand out.

With a modern property management system that offers flexible rate management tools, your imagination can be the limit when it comes to designing holiday packages and specials.

Festive Menus

If your property offers onsite dining, have you tried spicing up the holidays with seasonal menus? There’s nothing quite like traditional holiday dishes to get people in a festive mood. Make sure all your guests can partake in culinary festivities by providing options for specialized diets, for example gluten-free and vegan choices.

For properties without onsite dining, consider partnering with popular local restaurants to offer your guests discounted meals over the holiday period, or simply compile a list of nearby eateries with exciting holiday menus that you can recommend to guests onsite, on your website and on social media.

Specialty Programming

For something extra special, why not arrange holiday events or activities on site? Think big, like Christmas markets, parties or performances—or think smaller, like cookie decorating stations and elf tuck-ins for kids, carolers in the lobby, card-making workshops, snowman-building competitions, or a toy drive.

Such activities can be marketed to the local community as well as prospective guests, and will contribute to a memorable holiday stay experience.

Festive Decor & Amenities

Christmas just isn’t the same without a little glitter and sparkle, so make sure your property is dressed for the occasion with some festive decorations—like a beautiful Christmas tree for the lobby, fairy lights for the patio, festive napkins for your breakfast bar… Just don’t get too carried away; there is such a thing as too much tinsel! (Really!)

Christmas-themed amenities will go down a treat with guests too. How about a hot chocolate and/or mulled wine station in the lobby, wish list kits for kids (free downloadable Santa letter templates are available online) or a gift-wrapping station?

Holiday-Themed Website

Make sure prospective guests know about all the fun festivities you have planned by spreading some holiday cheer to your website. Update property images to reflect the seasonal vibe at your hotel, and consider decorating your website too with a tasteful touch of festive graphics and messages (again, be careful not to go too far with the glitter and sparkle!).

Make sure holiday packages and specials are up to date and available through your online booking engine, promote your holiday menu, and for properties that sell gift certificates, now’s the time to draw some attention to them! Add a holiday spin to your local attractions page by highlighting seasonal activities and events, complete with insider tips like the best decorated street and the best spot to watch the NYE fireworks display from. Your blog is a great place for sharing the excitement of local and on-property holiday build-up and will help boost SEO too.

Social Media Marketing

Don’t forget to drum up some excitement for the holidays and drive traffic to your website through your social media accounts too. Post images and videos showing how your property is prepping for the holidays, from putting up that magnificent tree in your lobby to that drool-worthy new dish your chef just created for your holiday menu.

Consider boosting engagement with simple contests and polls. You could offer followers the chance to win a free Christmas package upgrade (for example) by simply liking, commenting on, or sharing your property’s post. Inspire user-generated content by creating and promoting a holiday hashtag for your hotel that guests can use to post their own on-property pics for the chance to win.

Setting a budget for boosting posts that are performing well will help gain even further reach.

Email Marketing

Last, but not least, let’s not forget about email. In our world of rapid technological evolution, email has stood the test of time and is still one of the best ways to communicate with customers.

In addition to sending holiday email campaigns to segmented mailing lists, booking confirmation and pre-arrival templates can also be updated to include information about holiday upgrade offers and seasonal amenities for guests staying over the holiday period. And why not send past guests a Christmas gift of a special discount or promo just for them? Property management systems that offer automatic emails (and/or integration with CRM platforms) and the ability to create password-protected rates, make holiday email campaigns a breeze.

You could even add a festive touch to the design of your holiday email communications—but be careful not to overshadow your property’s branding.

As temperatures drop and competition heats up this holiday season, try to offer guests something a little different for Christmas to stand out. Aim to spread holiday joy to your guests and you’re sure to win holiday bookings—and great reviews too.

Boost Off-Season Occupancy with Staycation Bookings

As we leave the peak travel season behind us, it’s time for hoteliers to implement strategies to maintain occupancy as best as possible. Beyond dropping room rates there are more resourceful ways to boost reservations—marketing your property to staycationers is one of them.

A staycation is a vacation taken close to home, normally within a comfortable driving distance. As our lives are becoming increasingly busier, staycations are becoming increasingly popular. Whether it’s an overnight stay in a local hotel or a camping trip at the beach, a quick getaway that doesn’t require getting on a plane is an attractive option for families, friends and couples who are short on time and looking for an easy, budget-friendly escape from their daily routine. In fact, staycationing is such a convenient way to get away from it all that staycationers tend to get away more often—at any time of year.

Attracting locals to your property not only helps maintain occupancy rates during the off season (and all year round), but offers the potential to grow a loyal customer base. Show local visitors a great time and they’ll come back again and again.

Focus on Food

A big part of travel and escaping the daily routine is enjoying local cuisine—and not having to cook! While staycationers are most likely already familiar with the local fare, the luxury of having it prepared for them is a compelling reason in itself to book a weekend away. Take advantage of this by promoting your property’s dining services and/or culinary hotspots in your neighbourhood through packages and discounts, or simply by highlighting recommended restaurants on your website and social media channels.

Cooking classes and wine tastings can attract locals looking to do something a bit different.

Promote Local Events

Staycationers often look for activities and events to spice up their normal routine, so get involved with what’s happening in your community to provide a stay that excites and refreshes. In addition to recommending local restaurants, promote local events and activities too. Consider partnering up with tour operators and event organizers to offer packages or discounted tickets.

Organize & Promote Your Own Events

If you have the space, consider organizing onsite events that attract locals. Think markets and fairs, snowman competitions, art exhibitions, live music, etc. Even locals who only turn up for the event but don’t stay the night will get the chance to familiarize themselves with your property and may then follow you on social media (where you can inspire them to try a staycation with you).

If your property caters to private functions such as weddings and corporate events, boost marketing efforts for these services to attract local clientele.

Create Packages

Long-distance travelers aren’t the only ones who enjoy value-packed and hassle-free vacations afforded by packages. Bundling accommodation with activities (from dining to spa treatments to boat tours) provides guests with an experience that allows them to save money and time compared to organizing everything themselves, and that appeals to locals looking for a quick getaway too.

Offer Free Parking

If you typically charge guests for parking, consider including it as a perk for staycationers. Because staycationers are more likely to arrive by car than long-distance travelers, free parking is a very relevant amenity that will be much appreciated.

If you typically charge guests for parking, consider including it as a perk for staycationers. Because staycationers are more likely to arrive by car than long-distance travelers, free parking is a very relevant amenity that will be much appreciated.

Highlight Local Gems

Vacationing close to home gives people a chance to get to know their region better. Help them discover experiences that might be new for them, from tourist-centered activities like Segway tours and wildlife viewings to hidden local gems like the new cat café or a family-friendly nature trail.

Reveal neighbourhood hotspots in a local guide section of your website, on social media and share local recommendations with guests on site.

Welcome Pets

It’s much easier (and cheaper) to travel with a dog in a car than on a plane, so many staycationers will choose to bring their pets. If you don’t want to rule these travelers out, welcome their fur babies with pet-friendly rooms and amenities.

Reward Loyalty

Because staycations are typically easier and more budget friendly than vacations in far-off lands, travelers staying close to home are more likely to staycation more frequently, whenever their schedule allows for two or three days away. Reward them for their loyalty to keep them coming back and inspire them to tell their friends about you.

Think discounted rates, a free drink, and personalized service and communications that cater to their preferences and needs—from dietary restrictions to their preferred room type to the special occasion they might be celebrating.

Be Active on Social Media

Guests from nearby are more likely to follow your property on social media. Because your property is part of their local experience, you have the power to be especially relevant to them. They will be eager to learn of specials, events and activities you are promoting, and to be reminded of the wonderful time they can have at your property.

Keep your property’s social media accounts active with regular posts and stories that highlight the distinctive local experience you offer.

Staycation bookings help properties reduce reliance on seasonality, and offer a great opportunity to develop a loyal customer base. Show local guests they can experience something new and special when vacationing close to home, and your property is bound to become their go-to weekend getaway.

With all these bookings coming in, you’ll want to make sure your reservation system can keep up! Read our recent article on what to look for in an online booking engine.

5 Essential Website Features for Independent Hoteliers

The online world might feel like it’s changing every day, but a professional website is still (and will continue to be) the cornerstone of any business’s internet presence. It’s responsible for showcasing your property to the world, communicating credibility to interested parties, and facilitating direct bookings. A hotel website can make or break your business, so it’s essential that you’re using it well. Here are five important features that will help your website reach its full potential:

Booking widget

Being successful as a hotel means making bookings⏤so of course, your website should be equipped to do that as simply and seamlessly as possible. Be sure to use an online booking engine with a widget you can embed directly in your hotel website. Allowing customers to search for availability quickly will reduce user frustration and increase conversions. More direct bookings mean more profit for you!

Chatbot

A few years ago, we blogged about chatbots, naming them a tech trend to look out for in the future. It seems that future has arrived as chatbots have fast become a staple of hotel websites. The AI software is an excellent way to guide users down the purchasing funnel. When a simple question arises (be it about dates, amenities, or anything else), it can be answered immediately. Without the inconvenience of having to make a call or lag-time associated with sending an email, a user is much less likely to abandon a booking.

Map

Potential guests want to know where your property is in relation to other businesses, attractions, and transportation. Include a map of your hotel’s location in the contact section of your property’s website. This will ensure users don’t have to click away from your web page, in search of more information about your hotel.

It’s best to include a map that is large and interactive. Embedding Google Maps will allow users to access directions with a simple click of the button.

Social proof

This likely goes without saying, but consumers today rely heavily on the recommendations of their peers. Glowing reviews online convince potential customers that you are the real deal, which is particularly important for independent hotels that can’t rely on global brand recognition.  While positive content on third-party sites like TripAdvisor and Google Reviews does a lot for your brand, adding social proof directly to your website can be a big help as well. Users often visit a property’s website at a critical point in their purchasing journey, and seeing a 5-star testimonial at that moment can inspire them to follow through with a booking.

Most review sites offer widgets that can display content and ratings made via their platforms. The same is true for social media pages. Consider embedding your Instagram or twitter feed within your website to showcase your active engagement with guests online.

Local insights

It’s easy to get caught up in showcasing the best of your property (and you should!) but don’t forget that to score bookings you also have to sell your location. “Why should I visit this city?” has to come before, “why should I choose this hotel to access this city?” Consider dedicating a page of your website to highlighting and celebrating the local culture, attractions, and businesses. It’ll help sell your locality as a must-visit destination, and prove that your business has the community involvement necessary to provide the best and most immersive experience.

A local insights page is also a great space for posting fresh new content. You can make regular updates about events and activities going on in the area, offering valuable information for your guests while improving SEO.

Your property’s website is an incredibly powerful tool. Ensure you include all the necessary features to make the most of its potential.

Tips for Insta-Success: An Instagram Checklist for Independent Hotels

It used to be photos in magazines and scenes on television that inspired us to travel, but the internet has made the world much more accessible, inspiring our dreams anywhere, anytime. While we are still motivated by traditional media and recommendations from friends and family, we’re also now constantly influenced by online campaigns and social media, where the experiences of people we know—and don’t know—feed our travel dreams.

According to recent research by easyJet, more than half of 18 to 65 year olds book holidays based on Instagram posts, with almost a third choosing destinations based on “instagrammability” (how photogenic a place is). Filled with beautiful photos and captivating videos, Instagram allows users to categorize and find posts via hashtags like #travelinspo or #sanfranciscohotel, making it an exciting platform for both discovering and marketing content.

With its focus on visual storytelling and boasting higher engagement rates than any other social media channel, Instagram is the perfect platform for travel marketers. One billion people use Instagram every month—that’s a huge, highly engaged audience just waiting to be inspired to visit your property! Whether you are already on Instagram or just thinking about getting started, the following tips will help you make the most of your property’s Instagram account.

#AccountSetup

Business Profile

If you haven’t already, make sure your hotel’s Instagram account is set up as a business profile. Switching to a business profile is free and gives you access to tools that help you market to a wider audience, improving visibility and driving sales.

With a business profile, you can run promotions through Instagram Ads (more on that later), and connect your Instagram account to your property’s Facebook page to boost the exposure of your posts. An Instagram business profile gives you access to Instagram Insights, providing real-time metrics on post and account performance, and helping you fine-tune your marketing efforts. Last, but not least, your business profile allows you to select a category for your business and add contact information (email, address, phone number, website, opening hours) so customers can easily find you.

Username

Choose a username that clearly identifies your property; ideally, the actual name of your property. Bear in mind spaces are not allowed in usernames, so keep it simple and understandable.

Profile Photo

Your profile photo should reinforce your branding, so it’s best to use your property’s logo or a photo of your hotel that is easily recognizable as a small thumbnail image.

Bio

In just a few compelling words (up to 150), your bio should describe your property while showcasing your property’s personality and prompting customers to take action. Your bio appears near the top of your profile and should include a link to your property’s website. If you’ve created your own branded hashtag you should include this in your bio as well (more on branded hashtags later).

#BestPractices

Follow Local Businesses

Use the Search function to find and follow other local businesses that complement the guest experience, such as tour operators, restaurants, galleries and other attractions, and engage with them (like and comment on their posts) to build your Instagram community. Follow your local competitors too (you know what they say about keeping enemies close!) to gain insight into their strategies and help you stay competitive.

Maintain a Cohesive Look and Feel

Decide on a “style” for your posts that reflects your property’s personality. Maintaining a cohesive look and feel for your account helps to reinforce branding and tell your story.

Quality Photos and Videos

Instagram is filled with great-looking content designed to inspire, so low-quality images stand out like a sore thumb. Creating quality content builds brand credibility and isn’t difficult to do with Instagram’s various filters and effects, allowing you to produce creative, professional-looking photos and videos with your phone.

Purposeful Captions and Hashtags

Keep captions short and sweet, but do put some thought into them. Captions play an important part in engaging followers and calling them to action. Use captions to provide context for images, and communicate messages in your brand’s unique voice.

Include relevant hashtags to help people find your post, but don’t go overboard—any more than 10 will come across as spammy and desperate.

Use a Branded Hashtag

Branded hashtags are great for promoting your property and campaigns and encouraging user-generated content. Consistently using your property’s name as a hashtag (for example, #willowmotel) with every post helps people find your content and encourages guests to use your hashtag when posting their own pics of their experiences at your property.

Branded hashtags can also be created for special promotions, events and contests, for example, #willowmotelselfie #freenightonwillow or #willowdisco2019.

Add Location

Take advantage of the Add Location feature to tag your posts with a physical location that helps users discover your posts and your property.

Instagram Stories

Instagram Stories are short slideshows of photos and or videos that make full use of the mobile screen, have the ability to add text, stickers and music, and disappear after 24 hours (unless downloaded, archived or saved as a highlight). Stories are an effective way to promote your property, with one third of the most-viewed stories being from businesses.

Instagram Stories are a fun and engaging way to interact with your audience and are ideal for promoting limited-time offers, showcasing new amenities, running customer polls, and sharing behind-the-scenes glimpses into your world, all while celebrating your business’s personality and style.

Extra tip: Any stories you want to preserve beyond their 24-hour lifespan can be saved as “highlights,” which are displayed prominently on your profile until you choose to remove them. This helps make the most of those stories you worked so hard to create!

Paid Advertising

Instagram ads work like Facebook ads, helping you get the most out of your best-performing posts. With five ad formats to choose from—image, video, carousel, stories and collection ads—advertising on Instagram is a cost-effective way to expand the reach of any kind of post. It’s simple too, with ads run directly from the Instagram app or managed from your Facebook Ad account (if your Instagram account is connected to your Facebook page). Just like Facebook ads, you have full control over defining the target audience, campaign objectives, budget and duration of each ad.

Remember to keep an eye on ad performance through Instagram Insights to find out what works best.

Engage

To become an active and engaging member of your Instagram community, it’s important to engage with other users by liking and commenting on the posts of guests and local businesses that inspire you.

Promote Your Instagram Account

Let customers know they can find and follow your property on Instagram by promoting your Instagram account on your website and your other social media channels, in pre- and post-stay emails and your newsletter too. An Instagram icon or button that links to your Instagram account is all it takes. 

Promote your Instagram account offline too, in in-room welcome packs and on property signage. Include your account name and branded hashtag.

Post Consistently

You don’t need to commit to posting every day to be successful on Instagram. The key is being consistent. Settle on a schedule that is manageable going forward; consistently posting two or three times a week is much better than posting every day for the first week and then quickly running out of steam.

#ContentInspo

As for what to post, focus on telling your property’s story. People use Instagram to find inspiration, so inspire wanderlust by showcasing your property’s personality and uniqueness. In addition to promoting your rooms and facilities, create content that highlights the stay experience from different angles.

Out and About in Your Neighborhood

Attract visitors to your destination by promoting the scenery, attractions and local hotspots of your neighborhood. Show them an experience beyond the walls of your property.

Guests’ Interests

What do your guests like to do when they stay with you? Exploring the surrounding mountains? Wining and dining? Relaxing on the beach? Show them the kind of content they love.

It’s In the Details

Exercise your artistic eye and capture those special details unique to your property—like that cool pattern in your tiles, that beautifully presented dish from your restaurant, the way the evening light dapples across your patio…

Behind the Scenes

Give your followers a privileged glimpse behind the scenes to show them how much you care about making their stay a great one. Staff interviews and selfies, renovations in progress, the making of your best-selling cocktail, property events… sharing behind-the-scene moments helps your followers feel more connected with your business.

Seemingly everyone is online these days, which makes social media an essential marketing channel for businesses today, especially for those in the travel and hospitality industries. Instagram’s popularity in particular is rapidly increasing, especially among millennials who are proving to love to travel. So be sure to make the most of your property’s Instagram account to reach highly engaged travelers and inspire them to stay with you.

Small Things Hoteliers Can Do that Make a Big Difference to Guests

Customer satisfaction is a top priority for any business, but for those in the hospitality industry it’s the entire purpose. Most hoteliers do what they do because they are passionate about making every guest’s stay special. And what makes anyone feel special? Simply feeling valued. From a warm greeting to a good cup of coffee, the smallest things can make a big difference to your guests, elevating an average stay to a memorable experience that will help earn their loyalty.

We all get busy and distracted from the main goal from time to time, so read on to make sure you are doing these small things all lodging operators should be doing to make a lasting impression on guests.

Remember Your Manners

In a world of chatbots and mobile check-in, good “old-fashioned” hospitality is still so important. All staff should be encouraged to be courteous hosts, getting the door for guests and helping with their bags, greeting guests with a genuine smile at every interaction, and using guests’ names whenever possible. Such courtesies are expected at luxury hotels, but should be a part of the service at any property—after all, what is hospitality without good manners?

Get to Know Your Guests

Being a good listener is an important skill for getting to know someone in any relationship. Hospitality professionals especially tend to have very well-trained ears for garnering information during interactions with guests that will help them personalize service. Pay attention to your guests’ preferences when it comes to menu items, amenities, activities, room preferences, etc., and special dates like birthdays and anniversaries, then record relevant data in guest profiles to help staff tailor guests’ stays and anticipate their needs.

Show Appreciation

Showing your customers in a tangible way that you appreciate them—for example, with a little gift or note—is always well received. Such small tokens of appreciation surprise and delight guests and make them feel extra special.

Even a simple, personalized note left in the guest’s room, welcoming them to the property upon their arrival, is a thoughtful touch that will make them feel appreciated and invite them to reach out should they need anything. If finances allow for including a small welcome gift as well, even better! From locally made chocolates, or vouchers for a couple of free drinks at the bar, to small souvenirs, welcome gifts don’t have to cost much—but to be extra memorable, try to choose them to reflect the personality of your property. Gifts for returning customers can even be tailored especially for them, based on profile data.

Offer Free Amenities That Matter

According to various surveys, free WiFi is considered one of the most important amenities to travelers when choosing accommodation. And lots of travelers get excited about free breakfast. We all love to get freebies, but only if they are of value to us. For example, if you choose to offer free WiFi (and you really should), make sure it’s good and fast. Slow, unreliable internet access will only frustrate guests and result in negative reviews, even if it’s complimentary.

When it comes to choosing amenities to offer your guests for free, pick those that are popular at your property to ensure they add value to the guest experience. In addition to WiFi, in-room tea and coffee should always be included, and filtered water is always appreciated (think about using a dispenser or refrigerated pitcher, not plastic bottles). Free use of cellphone chargers and universal adapters is another convenient amenity that will save the day for many guests.

If you’re worried about the financial implications of offering certain amenities for free, consider slightly increasing room prices; it’s better to raise rates by a few dollars than charge for staple amenities. And make sure to promote free amenities on your website.

Be Inclusive

Traveling can be stressful at times for anyone, but especially for travelers with disabilities and specific needs, from alternative dietary options to amenities for young children. Even small efforts to be inclusive can make a really big difference to some of your guests.

Providing simple gluten-free and vegan options at the breakfast bar and on menus, and adding ingredient lists and allergen warnings to menu options will be much appreciated by guests with food allergies and intolerances. Travelers with young children will always be grateful for diaper-changing facilities, use of playpens and highchairs, kids’ activity packs, and family-friendly local recommendations. Thinking about the placement of furniture and amenities so that people using wheelchairs and walking aids have space to move around easily and being ready with local recommendations that are wheelchair accessible, will make the traveling experience much easier and more enjoyable for guests with mobility issues.

Share Your Local Expertise

A quick online search will show your guests the main attractions in town, but what really makes a stay special are the authentic local experiences they won’t find in the travel guides. Let your guests know about the local gems in your neighborhood, and tips for enjoying main attractions as the locals do, like best times to visit, cheapest tickets, best places to park, best places to eat, etc. It’s the pleasantly unexpected local experiences that make for a truly memorable trip.

Share your local expertise in person, on your website/app, and within in-room information as well.

Be Responsive and Available

Finally, make sure you deal with complaints and requests immediately and diplomatically. Even the most seemingly petty complaint can make a big difference to a guest’s experience. Addressing and resolving complaints and requests quickly shows guests you care and makes them feel valued. Your property management system should help you keep track of guest requests, and free up your staff’s time to be available for guests.

Showing your guests they matter doesn’t require a big budget, just some good old-fashioned hospitality. Even simple efforts to make guests feel welcome can help create a memorable experience that will bring them back for more.

Paid to Post: A Hotelier’s Guide to Influencer Marketing

Influencer Marketing. It’s likely a term you’ve heard thrown around in the last year or two, and perhaps is something you’ve considered doing yourself. You wouldn’t be alone; Hotel brands like Starwood Resorts, Fairmont, and Hilton Hotels are just a few of the businesses that have capitalized on this new opportunity. And a recent post on eHotelier included it as one of the top 5 marketing strategies for 2019. But it’s not just for large chains. Influencer marketing is a powerful tool available to independent hoteliers as well—one that is certainly worth your consideration. Here’s a quick guide to get you started:

What is influencer marketing?

Platforms like Instagram and YouTube have created an ecosystem of influential people with huge followings. And just like traditional celebrities, their endorsement has immense commercial value. By partnering with these individuals, brands can reach new and larger audiences more authentically.

The arrangements between brands and influencers (and the content that is created) can come in many forms. Brands can ask for anything from blog posts, to photos on Instagram, to Snapchat videos, and compensation can be in the form of money or free product.

Why should I do it?

It works >> Influencers are called that for a reason: they have influence (a lot of it). These internet personalities have amassed troves of followers sharing their lives online and have earned tremendous loyalty from their fans. So, their endorsement matters. In the same way that a recommendation from a friend holds more credence than an advertisement, the endorsement of an influencer packs a massive marketing punch.

Makes targeting easy >> Partnering with influencers also gives you access to very specific and well-understood audiences. Their followers are their business, so influencers are acutely aware of who their demographic is and what they want. This can help you choose who to partner with in the first place and also means the influencer can create content they know will resonate with their audience.

Who should I partner with?

Find the right audience >> Choosing the right influencer is key to finding success with this marketing strategy. You want to find someone whose ethos and audience align with your business. Make a profile of your typical guest (based on region, age, lifestyle, and income) and search for an influencer that can deliver that demographic. If you own a boutique hotel that caters to affluent millennials, find an influencer whose audience reflects that. If your guests are primarily families, partner with a family travel blogger. Like any marketing investment, you need to ensure your content is reaching potential customers.

Micro-influencers >> Influencers with massive followings can be extremely expensive to collaborate with, but don’t let that scare you. Social media is a flourishing ecosystem, and there are plenty of smaller influencers, called micro-influencers, that make great collaborators. Not only are they cheaper to partner with but they tend to have a stronger relationship with their followers (more like a friend than a celebrity) and therefore can have much higher engagement.

How can I be successful?

Assess their engagement >> The success of social media influencers has prompted many people to buy fake followers in hopes of reaping the same benefits. Obviously, you want to avoid collaborating with these types of accounts. To ensure your influencer is legitimate, you should assess the engagement of their account (the number of likes versus the number of followers) and take a scroll through their comments to see if they reflect genuine, loyal fans. A comment section full of spam is a big red flag.

Measure ROI >> At the end of the day, influencer marketing is like any other marketing investment. The point is to increase revenue at your business, so you need to know it’s working. Calculate how much the partnership is costing you (whether it’s in free nights stays, amenities, or a fee) and compare it to the revenue they bring to your business. You can track their impact by giving them a unique promo code, a branded hashtag or using UTM parameters. 

Social media has changed the marketing game irrevocably. Today’s consumers (made up by a millennial majority) engage with businesses and each other in entirely new ways. Influencers that rose to fame on social platforms are the newest celebrities, and they have the power to bring in massive revenue with their endorsement. Consider incorporating influencer marketing into your current strategy to increase your marketing reach. 

What to Post: Ideas for Creating Engaging Hotel Social Media Content

Social media is an integral part of any marketing strategy. To stay competitive in today’s marketplace, you need to regularly post content that is engaging, entertaining, and informative. That can be an overwhelming task; It takes consistent work and creativity to run an effective account. In fact, for many businesses, managing social media is an entire job description. But for independent hoteliers, social media manager is just one of many hats. We know that. So if you find yourself struggling to come up with content to post on your Facebook, Instagram, and Twitter feeds, we’ve got your back. Here are a few suggestions for engaging social content:

Insider information

An easy way to ensure your social media posts are adding value for your followers is by posting insider tips and advice. Post information about nearby attractions, events, and local businesses. In addition to making you an authority on the area, piquing interest about things to do and see in your locality encourages followers to travel to the area. And if you’re the one who convinced them to come, it’s likely you’ll be the property they choose to stay at when they do. Consider approaching other businesses about cross-promotional opportunities. You can work together to promote your community and highlight each other’s businesses when you do.

Behind-the-scenes content

Social media is, by nature, a personal medium. It’s where people share their lives. So there’s an expectation that brands will share personal details as well—which is a good thing. Sharing behind-the-scenes content humanizes your staff and endears followers to your property. So take advantage of it. Consider posting pictures and stories that showcase your company culture. Something funny happens onsite? Snap a photo and share it on social media. Recently host a company event? Post pictures and let followers know what you’re up to. You can even use your platforms to showcase stellar staff and welcome new members to the team. Give guests a glimpse into what makes your business special.

Property highlights

It’s a good idea to avoid traditional advertisements on social media. They’re jarring for users, and constant selling is often ill-received. But that doesn’t mean you can’t post promotional material. It just needs to be organic and balanced (promotional content should make up less than 20% of everything you post). So show off what your property has to offer. Include posts about special packages, noteworthy amenities, information about loyalty programs and photos and videos that showcase your property.

Questions

Good user-generated content (UGC) can be leveraged to boost credibility and win bookings. As a business, you should be doing everything you can to encourage and take advantage of UGC. One good way to encourage sharing? Ask. Post questions that followers can respond to (things like “what is your best memory at our property?”, or “what did you like most about your stay?”) and then leverage those responses when they do.

Contests

Success on social media is measured by engagement. You need people to see, like, and respond to your content for it to be an effective marketing tool. And that can be tough to do. That’s why many businesses provide an incentive (in the form of contests) for likes, shares, follows, and comments. In fact, accounts that run regular contests grow 70% faster than those that don’t. So consider hosting your own giveaways to build followers and increase engagement. You’ll need something to give away (think a free night’s stay, complimentary bottle of champagne, dinner for two at your restaurant, etc.), terms and conditions, and a way to enter (tag a friend, use a hashtag, or upload a photo).

Creating content for social media is a big task, but it’s a necessary one for marketing effectively. Give these posts a try and don’t forget to use analytics. When you find out what works, repeat it (just not too often). Good luck!

Data is All Around: How to Harness it for Hotel Success

From check-in to check-out and beyond, every action and interaction in a hotel generates data. But don’t let that daunt you. With the right systems in place, the right data can be harnessed in real time and accessed as needed to improve the guest experience and your property’s bottom line.

What data and what for?

With all that data around, how do you know what’s actually useful? While the needs of every property are different, there are fundamental pieces of information that every property should be using for the good of their business.

Let’s use an example of a typical guest life cycle to identify those valuable nuggets of data at every touchpoint.

>>Research. Our soon-to-be guest, Harriet, is doing some research online to find the best place to stay on her upcoming trip. She’s looking on her favorite OTAs, reading some reviews and checking out websites of the hotels that sound good.

Here is where those first nuggets of data can be found along the guest journey. With the help of a website analytics tool like Google Analytics, your website can tell you how well your promotional efforts are doing and whether your branding and content is hitting the mark, through metrics like traffic figures, acquisition channels, bounce rates and conversions.

Recommended Technology:

> Mobile-optimized website

> Website analytics tool like Google Analytics

>>Booking. Harriet likes what she sees on your website and decides to book online through your user-friendly website booking engine. Reservation data captured at this point includes guest contact information, room selection, payment method and perhaps even add-on services and preferences—and is essential for providing even basic customer service.

Reservation folio data should also be consolidated with guest profiles, building stay history and a record of other valuable information such as preferences, requests, anniversaries, etc. that can be used to enhance the guest experience now and in the future.

Let’s step back and get an even wider view. Through integration with your online booking engine (OBE) and other distribution channels (the GDS, OTAs and channel managers), your property management system (PMS) can give you a clear breakdown of where exactly your bookings are coming from. Knowing your most successful channels is key to optimizing your distribution strategy. Not to mention, integrating your channel partners with your PMS ensures inventory and pricing are automatically up-to-date across all channels.

Reservation data is also vital for compiling hotel statistics and performance metrics, including booking trends, occupancy trends, Average Daily Rate (ADR) and Revenue Per Available Room (RevPAR). Your PMS automatically collects this data and generates reports that help lodging operators make informed pricing and operational decisions.

Speaking of pricing (and your wider revenue management strategy), revenue management software (RMS) integration with your PMS greatly simplifies (and improves accuracy of) forecasting, pricing and inventory control, allowing your PMS to push reservation data to your RMS, and your RMS to update accepted pricing in your PMS.

Recommended Technology:

> PMS

> Website booking engine (with PMS integration)

> Payment gateway (with PMS integration)

> Distribution channels (with PMS integration)

> RMS (with PMS integration)

>>Pre-arrival. Harriet is vegan, so she emails your property to ask about menu options at your property’s on-site restaurant. She also wants to know if she can make a dinner reservation ahead of time because she and her husband are celebrating their second wedding anniversary. The information garnered through such correspondence is like gold!

Not only is this a prime opportunity to demonstrate your excellent customer service with prompt assistance, but this personal data (special dietary requirements, anniversary, and interest in your property’s dining facilities) represents an opportunity to offer true personalization of the guest experience and should absolutely be saved in Harriet’s profile for future reference.

Not all guests reach out on their own accord before their stay, but your property can actively seek profile data through automated pre-arrival emails or messaging generated from your PMS or customer relationship management software (CRM). In addition to reminding customers about their upcoming stay and providing helpful information about hotel amenities and local attractions, pre-arrival communications can offer upsells (room upgrades and ancillary services), and invite customers to contact your property with any questions or requests.

Your PMS is key to ensuring Harriet’s room is ready on time too. Housekeeping scheduling relies on check-in and check-out data, and room preparation requirements are determined by folio information such as number of guests and special requests. For maximum efficiency, most PMS automatically share pertinent reservation data with the housekeeping department via a housekeeping report, which also allows cleaning staff to update room status in real time. Harriet, your room is ready!

Recommended Technology:

> PMS

> CRM (with PMS integration)

>>Arrival. Harriet and her hubby arrive at your property, a little weary from their travel but happy to be there. While you most likely have Harriet’s main contact details (email address, phone number, address) from when she made the booking, now is the chance to confirm the info you have, and politely garner additional details that could help you provide more personalized service. For example, her preferred payment method and her husband’s name. Would they mind providing you with their mobile number, just in case? Are they interested in a discount coupon for the spa next door?

Front desk staff should be on alert for additional profile-worthy information guests volunteer via questions about the property and local area. Harriet’s husband asks where he can get the best cup of coffee in town and his love of coffee should be noted.

In the case of returning guests, your PMS will ensure they don’t go unrecognized and the information in their profile can help hotels enhance their experience, from a warm “welcome back” to a personalized welcome gift waiting in their room.

A bottle of local wine and a hand-written note congratulating them on their anniversary awaits Harriet and her husband when they get to their room, and they Instagram it immediately!

Recommended Technology:

> PMS

> CRM (with PMS integration)

> Payment gateway (with PMS integration)

>>Occupancy. During Harriet’s stay, numerous interactions and transactions generate data that can be used to personalize her experience and contribute to a broader view of what your guests want.

Harriet and hubby both order vegetarian items from your restaurant’s menu, cocktails and the vegan dessert to share. In addition to recording transactions for reporting purposes—for example, for menu and inventory management—your POS system has conveniently posted the restaurant charge to Harriet’s reservation folio (through an interface with the PMS) and her F&B preferences and price points can also be noted in her profile.

Later that evening, they call down to the front desk for a couple of extra pillows, which are promptly delivered—and Harriet’s preference for extra pillows recorded in her profile to anticipate her needs for future stays.

The following day, Harriet and her husband stop by the front desk on their way out for the day and ask if you have any recommendations for a quick stroll and a good place to have lunch before they head to the museum to check out a temporary exhibition about whales (turns out Harriet loves nature—another valuable fact to note). Knowing they are celebrating their anniversary, you recommend a particularly romantic stroll along the river that leads to a vegetarian café that also serves awesome coffee.

Transaction and profile data collated during occupancy is not only key to providing personalized guest service, but for determining high- and low-demand services and items, pricing, department needs, package design and other operational decisions.

Recommended Technology:

> PMS

> POS system (with PMS integration)

> CRM (with PMS integration)

>>Departure and post-departure. It’s time to say goodbye (for now) to Harriet and her husband. With all relevant data at your fingertips, your PMS makes the check-out process a breeze, showing any outstanding charges and generating a check-out receipt that itemizes everything clearly for the guest.

It’s apparent that Harriet and her husband have really enjoyed their stay—wouldn’t it be great if they left a review? If your PMS is integrated with a CRM or reputation management software, your property can politely request guest feedback via completely automated post-stay emails. Modern CRM and reputation management systems can even analyse reviews to identify amenities your guests like and dislike, and help prioritize operational improvements (this is called sentiment analysis).

Post-stay email campaigns designed to bring Harriet and other guests back can be targeted and triggered based on guest profile data, including stay history (dates, rates, room types) and interests.

At the end of the day, all transaction data (check-ins, check-outs, guest charges, payments, etc.) needs to be centralized for an accurate, efficient night-audit too. Your PMS has got it covered.

Recommended Technology:

> PMS

> CRM (with PMS integration)

> Payment gateway (with PMS integration)

Data is key to guest satisfaction and the overall health of your property. At the heart of operations, your PMS automatically captures the data you need to provide great guest service and track your property’s performance through a range of reports. When integrated with your other hotel systems (CRM, RMS, POS, payment gateway, distribution channels, etc.), your PMS becomes part of a powerful data eco-system that shares data between departments in real time, increasing productivity and transparency for more personalized service and more profitable operations.

Data is all around—use the right hotel technology to harness it for success.

WebRezPro PMS currently offers integrations with over 90 hospitality solutions. Check out our Quick Guide to PMS Integration to see how you can make your data work more efficiently for your property.

Hotel Amenities: What Today’s Guests Look For When Booking Accommodation

To win the business and loyalty of guests, hoteliers have always needed to offer more than a simple place to sleep. Whether it was valet parking, room service, or an on-site spa, hotels relied on extra amenities to appeal to customers. And that hasn’t changed. In fact, now that people can find and compare accommodation so easily on the internet, guests are more discerning than ever. You need to provide quality features and services if you want to stand out from the competition and give customers a reason to return.

Just like guest expectations for communication and decor have changed over the years, their expectations for amenities have evolved as well. Here are a few things guests are looking for today:

Free WiFi

When it comes to booking accommodation, the most sought-after amenity is free, high-speed internet. Today’s travelers are incredibly reliant on their phones (and other mobile devices) to research activities, plan itineraries, and keep in touch with friends and family. If you don’t offer complimentary WiFi, guests will likely keep looking for a property that does.

Complimentary breakfast

Whether it’s a traveler on business or a family on vacation, people like the comfort of knowing the first meal of the day is taken care of. So consider offering complimentary breakfast for your guests. It won’t go unappreciated; After WiFi, free breakfast is ranked the second most important amenity by travelers.

Luxury in-room essentials

It’s the little details that make a guest’s stay feel luxurious.  When it comes to in-room amenities, that means ensuring things like linens and toiletries are of the highest quality. Swap out polyester sheets for high-thread-count cotton, and equip rooms with soft, over-sized bath towels. When stocking the bathroom, choose high-end hair products and artisanal soaps. Your guests will leave feeling pampered and excited to return.

Mini-fridge

Mini-bars are on their way out. They’re expensive to monitor and maintain, and often go unused by guests. Many hotels are opting to equip rooms with an empty mini-fridge instead. Hotelier’s don’t have to worry about stocking or tracking the use, and guests can bring in snacks and beverages they’ve purchased elsewhere. It’s a solution that makes everyone a winner.

Flexible food options

Like mini-fridges, room-service is being reconsidered by many hoteliers. In its stead, some properties are opting to provide grab-and-go food options in their lobby, giving guests the flexibility and convenience they desire. They can pick up a burrito on their way out the door, or take a salad back to their room to enjoy in comfort. And as an added bonus, this cafeteria-style approach minimizes costs for you.

Streaming services

In-room entertainment is still a big priority for travelers. Guests want access to TV facilities (especially millennials), but pay-per-view movies aren’t going to cut it anymore. Most guests have a subscription to one streaming platform or another, and they want to continue watching their favorite television shows while traveling. Consider installing smart TVs that allow guests to connect their devices and access their own content.

Shared spaces

A recent trend that we’ve blogged about before is the millennial-led demand for shared-living spaces. Travelers today are prioritizing experiences and looking to socialize. Creating versatile spaces where guests can work, read a book, and mingle, will help foster the environment this new generation of travelers is seeking.

Amenities matter. They’re what elevate the customer experience from good to excellent. Make sure you’re doing everything you can to win your customers’ bookings and earn their loyalty.

Google Ads 101: A Hotelier’s Guide to Advertising with Google (Part 2)

In part 1 of this blog, we discussed how Google’s advertising service, Google Ads, works, and how to determine if it’s a platform you should be using. Part 2 will outline the steps required to begin marketing on this powerful platform.

Getting Started

Set up account >> To begin, navigate to the Google Ads site, and click the ‘Start Now’ call-to-action button. You’ll need to enter your email address and website URL. You can create a new Google account, or use one you already have.

Creating a Campaign

Identify a budget >> When starting a new Google Ads campaign, you’ll first need to identify how much you want to spend in the “Your budget” section. You’ll need to choose your currency and the average amount you wish to spend PER DAY. This value can always be adjusted later as you analyze the success of the campaign.

Select audience by location >> This feature allows you to choose to display your ads to customers from a specific location. You can identify your audience by country, region, city, or even neighborhood. For example, if a local airline just announced a direct flight to your city from somewhere else in the country, you might want to create a campaign that specifically targets that area.

Create custom audiences >> If you’re creating a display ad, you can create custom audiences based on affinity and intent. The feature allows you to enter keywords and URLs that correlate with your target demographic, allowing the system to display ads to users most likely to have an interest in your property.

Select a network >> This is where you identify what type of ad you want to create. For ads that appear in search results, choose Google Search Network. For advertisements that appear in web banners, within apps, or on YouTube, select Google Display Network.

Choose your keywords >> Next, you need to choose the terms that you want your ad to appear in the search results for. For phrases, you can choose to show up in searches containing those words in any order (called a modified broad match), containing those words in order (phrase match), or an exact match only. In addition to things like “Accommodation in X,” you should consider bidding on branded keywords as well (i.e. search terms containing your property name). This might seem unnecessary, but they’ll be cheap, and it will stop competitors from redirecting users looking for your hotel.

Place a bid >> When you’re setting up your maximum cost-per-click bid, you have two options. You can allow Google Ads to automatically manage your bid (by adjusting your CPC to get the maximum number of clicks while staying within your budget) or set the maximum manually.

Write your ad >> For the search network you’ll need to create a text ad. It should include a title and description that are closely related to your keywords. This will signal to the user that you’re offering exactly what they are looking for. You’ll need to enter the landing URL for the ad, which should take users to a landing page specific to their search query (linking to a generic homepage is not a good idea).

Use ad extensions >> There are a number of extensions available for your ad. Location extensions can be used to provide extra business details, call and message extensions enable guests to contact your business directly from your ad, site-link extensions can provide links to multiple different landing pages, call-out extensions offer you more space for text, and structured snippets let you create headers and lists within your ad.

Set up tracking >> Conversion tracking allows you to understand how people are interacting with your ad. You’ll want to set up tracking for your website, so you’ll know how many clicks are leading to a booking. This will require you to set up a conversion action in Google Ads and then copy the tracking tag onto the page of your website associated with a completed conversion (i.e. a ‘Thank you for booking’ page).

Set up billing >> Before you can start advertising, you’ll need to set up billing. Automatic billing will be taken every 30 days, or when you reach your designated budget. You may also make manual payments as desired.

Google Ads is a powerful service with the potential to offer huge ROI—if you’re using it appropriately. Make sure you’re always analyzing the performance of campaigns and adjusting them as necessary. Good luck!