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Digital marketing as acknowledged from D edge“is a complex strategy, as there are many actors and media in which the hotel must be seen”. For this reason they recommend a single platform to manage all digital media campaigns‘ and show the three most important steps to consider when developing your strategy.
1.- Protect the brand above all
To ensure someone looking for a hotel gets to his website, he suggests from D-Edge “at least Buy the hotel name and create campaigns targeting the areas where it is searched the most‘ to ‘lure in his current customers or guests who have heard of him’ and discourage others from doing so.
Development of hotel reservations via digital channels 2019 vs. 2022. Source: D-Edge. (Click to enlarge the image).
“In Google Trends, the hotelier can consult the ‘Interests by region’ section and once they create their Google Ads campaigns, they will be sure that people will come to their website to reserve a room,” says D-Edge
“Generating traffic is important, but the most important thing is to convince”. And to persuade and achieve conversion, ”the speed and fluency of navigation they are just as important as the aesthetics of the web”. To do this, the hotelier must ensure that “all pages load quickly, that a reservation is made in less than five steps and that all referral links are secure.”
2.- Take advantage of Google’s free reservation links
Free Google links are open to all hotels that have a Google Hotel Ads account, where they also need to verify that they are visible the prices of its official website, just like in the Payment Links section. According to D-Edge, this is “the central recipe for success”, because “it brings more traffic to the hotel’s website and thus more direct bookings”.
Almost 16% of the reservations channeled by Google are due to clicks on the free reservation links, i.e. free for hoteliers
Development of hotel reservations via Google advertising channels 2019 vs. 2022. Source: D-Edge. (Click to enlarge the image).
3.- With fixed goals for the direct channel, you will become a Full Monty!
To maximize direct bookings, D-Edge suggests “Optimize your online presence and advertise with a multimedia strategy”which does not necessarily mean higher expenses, but “just distribute the budget in different media”.
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