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

 

B&B marketing tips from Karen

hopton house“If anyone knows about B&B, Karen does.” (Guardian) Karen owns Hopton House, a converted granary in Shropshire offering three bedrooms. Alongside her own bed and breakfast business, she runs regular courses for potential B&B owners. Here Karen shares her business expertise and thoughts on TripAdvisor, the ‘Marmite’ of the B&B world.

“I’ve been running Hopton House for nearly eleven years now and the B&B courses for a couple of years less than that. I’m often asked what the biggest changes I’ve seen in that time are. In terms of the running of the B&B it’s very much about guest expectations, they tend to be more widely travelled and the lines between hotels and B&Bs are getting a bit blurred. Internet access is one case in point – ten years ago it wouldn’t have been required or maybe it was just a nice to have, but in 2015, with the amazing growth of smartphones, it’s pretty much a necessity for many people. From my own travels I know that if there are choices of similar accommodation in an area, I’ll always go for the one with Wi-Fi access. I think the biggest changes I’ve seen are the ways in which B&Bs market their businesses.

Here are the top 5 areas that I think have been game changing;

guest reviews tripadvisor1. Guest Reviews:
Tripadvisor; the marmite of the B&B world! All guests these days are potential amateur reviewers. Whilst having lots of great reviews is heart warming for the B&B owner, a negative review has the potential to cause serious damage to a business. Even now my heart skips a beat whenever I see I have a new review come through. Whilst receiving a bad review can ruin the owner’s day, it’s important to address the review and respond constructively. Tripadvisor reviews have shown that potential guests are more likely to choose to stay at a B&B if they’re taken to respond to negative feedback in a positive constructive way.

online travel agents2. Online travel agents:
The OTAs such as booking.com are changing the way people book accommodation, and many B&Bs can have a bit of a love/hate relationship with them. OTAs can bring us a lot of business with no upfront joining fees but the commission they charge is high and the guests haven’t always understood what they should expect in their B&B. I think B&B owners need to make a decision about whether they will use the OTAs and then how will they use them. Whilst I don’t use them myself (I’m on booking.com but haven’t yet released nights to them), I think they can be very useful ( and possibly essential ) to some types of accommodation providers.

social media3. Social Media:
Many B&Bs have always relied on word of mouth to promote their business for years, and social media is the ultimate word of mouth. Social media, be it twitter, facebook, Instagram or even blogging, provides B&B owners with a great way to attract new guests, meet suppliers and keep in touch with repeat guests. I filled a room last minute following a cancellation using a promoted Facebook post last week. Better still, when you attract someone on social media and they like what you offer, they’ll then go back and recommend you to all of their followers.

advertising4. Advertising:
Whilst paper advertising in magazines and tourist guides has been steadily declining, digital advertising has been on the increase. I find both Facebook promoted posts and Google adwords are an effective way of marketing my B&B.

Google adwords particularly are becoming quite complicated to manage these days. I’d always suggest getting a recommendation for a digital marketing company to help you get started (although avoid those that cold call you offering top place on Google).

online booking5. Online Booking:
I’ve had online availability since I opened my B&B, I was one of the first in my area to get online booking. I do think online booking is an essential for any tourism business these days. About 85% of my bookings come through online via freetobook. Taking the deposit, blocking the calendar and sending confirmation are all handled seamlessly without me having to do a thing (the hours I used to spend on holiday looking for an internet café so I could sign into my email and respond to guest bookings with my old booking system!)

These days marketing is as an essential part of running a B&B as cleaning the rooms or cooking the breakfast. If it’s something you enjoy then great, if not then find someone who can help you. There’s lot of support out there locally via local tourism associations and groups.

Hopton House B&B, Hopton Heath, Craven Arms, Shropshire, SY7 0QD

Check availability and book online at www.shropshirebreakfast.co.uk
Follow us on Twitter at www.twitter.com/hoptonhousebnb
Find us on Facebook at www.facebook.com/hoptonhouse
Check out our Pins at http://pinterest.com/hoptonhousebnb/
Read our Breakfast Recipes at http://shropshirebreakfast.blogspot.co.uk/