Great, Gratis and Glorious digital marketing ideas to boost direct sales

Gonzo Marketing
Gonzo Marketing

Our guest blog and interview is with Frederic Gonzalo, founder of Gonzo Marketing. With over 19 years of experience in the travel and tourism sphere, he is passionate about marketing and communications.

Frederic recently attended the EyeForTravel event in Miami as a speaker, panelist and participant to the 2015 edition of Online Marketing Strategies in Travel.

Here Frederic generously shares his industry insights and expertise with freetobook. As he pointedly states, having no marketing budget is no excuse for not having a dynamic online presence!

What is the most important trend in online room booking?

It’s about going mobile. More than 51% of travelers now research their next destination, accommodation and transportation from a mobile device, whether it’s a smartphone or tablet. And more importantly, an increasing proportion of them are now booking via their mobile device: in fact, it is estimated that 25% of all online travel revenue in the US will come from mobile devices in 2015.

How can a property get more direct bookings?

1- Have a “best online rate” guarantee and feature it, big and bold, on your home page. People will shop around no matter what, but if they can have the confidence that by booking direct they will get the best deal, well… you got it!

2- Have a relationship marketing approach in place. This can be through a rewards program or simply by capturing emails from clients and visitors to your site and/or blog. Sending out regular newsletters and promotional offers to this base can ensure retention and direct booking through time.

3- Promote deals and best rates across your various social accounts. I see hotels mention a promo code for 10% off best rate… on their Twitter bio. Others do Facebook offers, or mail push to group databases. Think outside the box, and make sure you crossover information from newsletter to blog to social media.

Having no marketing dollars is not an excuse not to have a dynamic online presence.

The first step is to have a professional-looking website, and this can be done with various solutions that cost a fraction of what it used to 3-5 years ago.

Sending out emails? MailChimp is free up to 2,000 email addresses, and other providers offer similar low-cost solutions.

Social media? It’s not free, contrary to what many believe, because someone has to manage it, but you can have impact and reach on Facebook with minimal investments. It’s more a matter of having a strategy in place to begin with, then finding the resources (human and financial) to manage this new reality. Knowing 87% of travel decisions now begin with an online search, do we even really have a choice here?

15 key stats to consider:

  1. TripAdvisor (42%) is the most downloaded mobile app amongst travelers, followed by Priceline (15%), Expedia (14%) and Orbitz (13%)
  2. There are 139 reviews written every minute on TripAdvisor
  3. You lose 25-60% of visitors with each click on the mobile path to purchase.
  4. 69% of travelers begin their search online…via a mobile device!
  5. Average mobile users check their device 150 times per day!
  6. Of the average six daily hours US adults spend on digital media, 3 hours is on mobile.
  7. Twitter on Travel: in the past year, 60M tweets mentioned hotels, 21M tweets mentioned vacations
  8. 70% of followers have taken some action after seeing travel content on Twitter
  9. 70% of Instagram users have looked for a brand online
  10. 3/4 of consumers are frustrated when online content doesn’t relate to their interest
  11. In 2016, 50% of total travel sales will involve more than one device
  12. Ritz Carlton Hotel sees 18% conversions from email campaigns. Email is not dead, folks!
  13. 92% of visitors to a website will never return. Thus, remarketing is key!
  14. Only 27% of hotels send automated emails prior to arrival (and after departing)
  15. According to Google, 1/3 of people with a smartphone would give up sex instead of their phone. Sad.

Visit Frederic Gonzalo’s website for further insights

 

Does Your Website Tell Customers WHY They Should Book Directly ?

bestPriceDoes Your Website Tell Customers WHY They Should Book Directly ?

We were chatting with one freetobook customer this week who was alarmed at the growing number of rooms sold via booking.com rather than her own website and to make matters worse, a returning customer had re-booked using the OTA! With a few clicks all became clear. The property’s website was overly cluttered, out of date with offers from the Christmas holidays and it wasn’t clear there was an online booking facility.

Does your website tell potential customers WHY they should book directly with you?  The OTA’s do a brilliant job at converting lookers to bookers. From the ‘last room, last chance’ popups in red lettering, they create a sense of urgency to drive through that final click to book.

It’s worth saying once again …
Place your BOOKING BUTTON on the top left hand side if you possibly can. Advertisers pay a premium for this ‘sweet spot’.

HIGHLIGHT to potential bookers that they will get the BEST POSSIBLE PRICE (with no commission) by booking on your website.

Add in fresh, positive reviews onto your front page. Update very regularly!

Other general website design tips to remember …
How well do other folk feel you are marketing your accommodation? Ask friends and business associates whose opinions you trust to spent time on your website. Their feedback may highlight some great new suggestions or angles.

Make your website look as professional as possible, it’s your number one marketing tool. It’s worth considering giving it a timely overhaul with the help of a website designer.

Beautiful images SELL.  Refresh images of your property seasonally, there is nothing more off-putting than searching for a summer retreat only to find the main photos on the property’s website show a winter wonderland!

Write concise (less is more!), appealing copy about your property and what visitors can expect on arrival.

OTAs – Rise of the Giants

Rise of the giants

A huge amount of internet change is currently impacting independent accommodation providers.

Online travel agent (OTA) consolidation puts the vast majority of bookings into the hands of just 2 or 3 players. Together they dominate the online space through aggressive marketing and huge pay per click spends with Google and other high volume websites. This continues to make it increasingly challenging for independent accommodation owners trying to maintain the same volume of direct bookings.

If you find yourself in this situation the best strategy is to avoid over reliance on a single OTA as that level of dominance creates obvious business risks, no business wants all its eggs in one basket. So make sure you have a spread of booking sources and always be on the look out for new, more efficient ways to distribute. Don’t be afraid to invest in technology that improves your direct commission free bookings and also enables you to diversify your booking sources i.e. a channel manager and booking engine that connects to all three big players…Booking.com, Expedia and TripAdvisor.

Remaining fiercely independent and open to multiple sources of bookings becomes more crucial as the dominance of the biggest grows. In other words the most successful strategy will be diversified and independent – keep your eggs in baskets you can trust.

connect to freetobook channel manager

 

Google HPA manager

Google Hotel Price Ads (HPA)

Google HPA
Google Hotel Price Ads (HPA)

News is out that freetobook are working on a connection which will enable accommodation providers to connect their availability to Google Hotel Price Ads. All customers using freetobook with nightly rates will be able to participate including hotels, apartments, guest houses, inns, bed and breakfasts, hostels, campsites and many others using nightly rates.

In the past Google HPA was only available to big hotel chains, Online Travel Agents (OTAs) and digital marketing organisations. Here at freetobook we like to smash through barriers and open up the best marketing technology to everyone, making more distribution channels available on an optional basis to our customers across the world.

Google Maps Hotel Price Ads
Google Maps Hotel Price Ads

When completed your freetobook diary will be able to feed rates and availability to the whole of the Google network giving you fantastic global marketing access. This service is on an opt-in basis without any tie-ins so you are free to try it out and calculate your return on advertising investment. Bookings that you receive from the service will be direct bookings and you will be able to pay per click for advertising on the Google HPA service.

Google HPA is different from Google Ads. The main difference is that Google HPA can link to your availability and direct bookings can be made there and then. Customers on Google will be able to see which accommodation is available at what price and make a direct booking. Unlike Google Ads you do not bid on keywords with Google HPA the placing of the adverts will depend on Google and their bidding system.

Where will my Google HPA adverts show ? You will be able to show on Google Maps,

Google HPA 3 pack
Google Hotel Price Ads

Google Local, Google+, and the new Google “three-pack” on AdWords. You can see some of the examples of where the adverts show in the pictures on this blog. All the best technology changes and improves and Google is a great example of this, so whilst we can say where the Google Hotel Price Ads show now we can also be sure that this will change and improve with time.

 

A short video with a flavour of the Google HPA service

 

Customers already using freetobook can pre-register for Google HPA in their TAB”Plus” under “Your Ads” on the orange bar.

Google HPA metasearch manager
Freetobook metaseach manager

6 Secrets to OTA success

Secrets to OTA successLearn the 6 secrets to OTA success

Knowing the secrets of success with the Online Travel Agents OTAs can boost your direct bookings. Their web coverage is so massive that any single property will find it hard to get noticed without them. In reality the chances are that any potential customer visiting your website has already checked out your listing on the OTAs, so take a moment to learn how to leverage that coverage to your advantage.

channel manager and internet booking engine
get connected to the world

The big OTAs like Booking.com and Expedia are experts at online promotion and sales, they act a bit like a supermarket, giving customers significant choice, relevant information to help compare and an opportunity to buy simply and quickly. They have mastered the art of great online marketing, continually optimising their websites and spending billions on advertising to generate millions of bookers. Ranking high on search engines and also listing on the most popular websites like TripAdvisor make it almost certain that anyone searching for accommodation online will come across them.

The great news is that although customers visit OTAs during their search for accommodation most still choose to book direct. Take your OTA presence seriously by investing time and care to ensure it works for you. Do not be fooled into just a switching it on and letting it run, you have to drive it in the right direction.

1. Look Special: Ensure you are “attractive” on the OTA websites by having great images and plenty of them. These images must “connect” with customers on an emotional level….can they see themselves in those images? Highlight your strengths, you will be compared. By standing out you increase your chances of getting booked.

2. Know Your Targets: Understand what types of customer are finding you on the OTAs – why not ask them when you see them? Then grab the attention of those customers with the right content, your business customers may want to see free wi-fi, car parking, proximity to their destination etc. Enhance your own website to attract these customers.

3. Make Improvements: Refresh and fine tune your presence on each OTA, learning and improving all the time – nothing is static on the internet! Simplify the process of managing OTAs by using a channel manager, then spend the time you save by getting more from the connection…. put an end to tedious rate and availability updating, rather spend the time saved to add real value.

Book Direct for the best price
Book Direct for the best price

4. Drive Direct Bookings: You must have a great website, invest in fantastic images and rich content – go the extra mile.  Place your online booking process at the heart of your website, it’s got to be so easy to find and book.  Customers want it to be simple don’t confuse them or appear to offer less. Extract the maximum value from all customers, capture repeat business or referrals direct.

5. Returning Customers: Once a customer comes to you via an OTA make sure you get to know them, offer them a loyalty discount so they come back via a direct booking next time. Add the customer to your mailing list or social media channels and engage them directly.

Together for accommodation owners6. Create your own Mini OTA: When you can’t beat them make your own. Why not join up with other properties in your area to work together. You could create a website for customers to book accommodation in your location and compete with the chains and save commission using your mini OTA.

Smaller independent properties have limitations on their time and marketing budgets so it’s critical you make the most of them. The biggest advantage owner run and managed businesses have is the direct contact with their guests, it’s not something the chain hotels and OTAs can replicate.

Freetobook is a Internet Booking Engine and channel manager with many added services and connections to the world’s biggest sales systems like TripAdvisor TripConnect, Booking.com, Expedia, HostelWorld and many others. Using freetobook can greatly improve your worldwide distribution and add bookings to your bottom line : find out more about freetobook on our home page.

To find out more about what the freetobook channel manager can do for you, click the link below.freetobook channel manager