As hotelier problems go, this one is pretty epic.

You’re busy (really busy) but you have absolutely no idea why. As far as you can tell, it isn’t anything to do with the season, there’s no local events on, and your competitors, by comparison, appear to be struggling.

What’s going on? Why are you so awesome at this hotelier lark?

Hospitality is a funny beast. You’ll have periods where you are inexplicably busy and, unfortunately, the same goes when occupancy drops. Sometimes, there’s no rhyme or reason for it, but that doesn’t mean you shouldn’t take a closer look at what’s going on.

Chances are, you’re getting something (or several things) right. And we’d like to give you a head start on your investigations.

People have heard they’ll be getting a great experience

A great guest experience beats a simple bed for the night, hands down, and if you’re personalising the service you offer customers, word will soon get around.

To you, this is the stuff you do each and every day; it comes naturally. But to other, less discerning hoteliers, the idea of using a PMS to its full potential and leveraging guests’ personal and stay data to offer tailored experiences will feel like too much work.

Think about it - you’re not just a hotelier; when people check in, they’re also given detailed information about the area and a reminder that the team is always there for them should they need any assistance in making the most of their time.

The pre- and post-stay emails and text messages you send out are also making a real difference. Guests who stay at your hotel feel welcome, looked after and as though their booking has been tailor-made for them. And you know what? They’ll share that experience with their mates, family and the entire world on social media.

You reward guests

The rewards programme you set up a few months ago may have been a bit of a punt, marketing-wise, but perhaps it’s now starting to take effect.

Once again, as word spreads about the value of being part of your closed group of guests (better rates, room upgrades and whatever else you may have dreamed up for members), people will start to look your way as opposed to the chains.

You’ve nailed the room amenities

Nope, not to the desk…! You’ve nailed your approach to room amenities.

Wi-Fi is free (yes!), each TV offers entertainment on demand, and the money you invested in that keycard system that accepts entry via guest smartphones has all but replaced the need for physical cards.

The process of checking in, using the room and getting stuff done in the hotel when you’re a guest is seamless, fast, efficient and - most importantly - enjoyable.

This stuff really matters.

Your online booking process is mega easy

Lastly, one of the key reasons you’re experiencing consistently high occupancy rates is because you offer a great online booking service on your own website.

Direct bookings are hard to come by in an age where OTAs dominate the online hospitality marketplace, but guests aren’t stupid - they’ll shop around and visit hotel websites before making a decision. It just so happens that yours features an online booking platform that’s a cinch to use and on par with anything the OTAs have to offer.

Wrapping up

This isn’t a fluke - you’re definitely getting something right.

Use our pointers above to suss out where your secret sauce lies… and make some more of it!

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Welcome Anywhere has over 30 years of experience in helping independent hoteliers deliver guests an unforgettable experience with its simple property management system that controls your daily activities. The best part -  it’s all cloud hosted! We develop scalable solutions for your property such as PMS, a Booking Engine and Channel Manager. Our team has a wealth of experience in the hospitality industry and we serve you to better serve your guests.

 

Call us today at + 44 (0) 33 0100 1090, or email us at sales@welcomeanywhere.com. We will be happy to walk you through Welcome Anywhere’s all-in-one solution for your property management needs.

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hotel marketing tip | hotel software uk

Running an independent hotel can feel like an uphill struggle - especially if you stick to the same old methods you’ve always used and ignore the need to innovate.

But rather than let the big chains walk all over you, it makes sense to stop procrastinating and take action.

Here are five things you can do today to level the playing field in this competitive market.

1. Implement price-matching offers

match big chain hotel prices | hotel upselling

With comparison sites making such an impact on the industry, ignoring the likelihood of being undercut by the big chains is not wise.

You don’t necessarily need to make all of your rooms cheaper than your rivals on your PMS, but it’s advisable to make sure your rates are at least in tune with customer expectations.

Matching prices with the big chain competition can lure in bargain hunters while still ensuring that your hotel has that unique, boutique, exclusive feel that you’ve worked so hard to foster.

2. Create a loyalty scheme

create hotel loyalty program | hotel booking systems

Getting guests to return after their initial stay is tricky, but if you offer an incentive, they’re much more likely to re-book.

Many of the major hotel operators have loyalty schemes designed to do just that, but there’s no reason you can’t recreate this on a smaller scale for your own property.

You could even factor in discounts for guests who recommend you to their family, friends and colleagues to spread the benefits even further.

3. Improve your website

optimise your hotel's website | hotel management software uk

There’s no excuse for having a sub-standard website that looks unprofessional when compared with those of mainstream rivals.

Makes sure your website is optimised for search engines, easy-to-use on mobile devices and targeted to win bookings in as few clicks as possible to get the best results.

Make your online hotel booking systems front and centre on every page; it’s what potential bookers will be looking for!

4. Get on top of social media

hotel social media marketing | hotel upselling

You need a presence on social media to both promote your hotel and respond to guests who may be using platforms like TwitterFacebook and Instagram to ask questions and provide feedback.

Running your social media accounts doesn’t need to take up too much of your time, and you shouldn’t neglect them if you can help it.

The potential benefits are too good to pass up, and all the top hotel chains are already maximising their impact on these sites, so you should too.

Also remember that you can use social media proactively, both to request reviews from previous guests and to promote your latest offers to people who have stayed with you in the past.

5. Create a mobile app

hotel mobile app | hotel booking systems

Smartphones are ubiquitous today and you can assume that most guests who stay with you will have an iOS (Apple) or Android (Google) device at their disposal.

Because of this, creating an interactive mobile app is a sensible and exciting idea, and will allow you to impress visitors with what they can do from their smartphone during their stay.

From checking in and out to placing an order for room service without needing to make a call, a hotel app can be flexible enough to offer a wide range of convenient functions, thus creating a memorable guest experience.

If you don’t want the big chains to win the tech war, this is a great investment to make.

What do you think?

What have we missed? If you’re a successful independent hotelier, tell us what has worked for you in the comments section below (don’t worry – you can remain anonymous).

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Welcome Anywhere has over 30 years of experience in helping independent hoteliers deliver guests an unforgettable experience with its simple property management system that controls your daily activities. The best part -  it’s all cloud hosted! We develop scalable solutions for your property such as PMS, a Booking Engine and Channel Manager. Our team has a wealth of experience in the hospitality industry and we serve you to better serve your guests.

Call us today at + 44 (0) 33 0100 1090, or email us at sales@welcomeanywhere.com. We will be happy to walk you through Welcome Anywhere’s all-in-one solution for your property management needs.

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Google Analytics for Hoteliers | hotel software uk

You’re a modern, savvy hotelier, which means you’ve got a website with an awesome online booking portal. Obviously.

It also means you understand what Google Analytics is. You’re aware that it provides vital insight into the way in which visitors interact with your hotel’s most important web presence. You also know that it offers data that enables you to fine tune your website to better engage visitors and ensure they click the ‘book now’ button.

There’s just one problem. It’s a bit cumbersome and you don’t really have the time to spend on it.

If you feel like this, you’re not alone. Google Analytics is a fantastic tool, but it does require a significant amount of time if you’re to get to grips with it.

…unless you know immediately where to head for the juiciest stuff.

And now, you do. Here’s the three most important Google Analytics metrics to review regularly:

1. The bounce rate

hotel industry tips | hotel software uk

Of all Google Analytics stats, the bounce rate is the worst when it comes to crushing your digital hopes and dreams, because it indicates how many visitors enter your website - and leave, immediately.

A high bounce rate is anything above 60%; keep it below that, and you’re probably serving the right content to the right audience.

You can break the bounce rate down by page if you want, too, therefore if you’ve recently set up a new winter warmer offer and want to see how many people have immediately decided it’s not for them, Analytics will give you all the data you need.

Find it here: Audience > Overview

2. New vs Returning visitors

new vs. returning visitors | hotel upselling

One of the best ways to segment your website visitors is to create two pots - one for new visitors, the other for people who have come back for more.

These are two very different audiences. The new people may never have heard of you before, and therefore probably need a fair bit more encouragement to book. Returners may be far ‘warmer’ and closer to the point of reserving a room. You may be more inclined to implement more hotel upselling initiatives for returning guests, who have already enjoyed a nice stay at your property and are ready for more.

Understanding how many of the total visitors are made up by these two groups is vital in helping you tune your website to best serve them. For instance, if new visitors have a particularly high bounce rate, you may not be providing enough information about the hotel, or the booking facility might be too hard to find.

Find it here: Audience > Behaviour > New vs. Returning

3. Average session duration

Google Analytics Average Session Duration | hotel management software uk

Second to bounce rate in terms of potentially demoralising web stats is the average session duration. As you’d expect, this refers to how long people browse your website on average, but the headline figure demands further exploration.

Once again, you can view average session duration by page, and by using the Users Flow report (Audience > Users Flow) to determine the most common journeys through your website, you can start to build a picture of where people are either hitting some kind of barrier or spending a significant amount of time.

It’ll take a bit of guesswork and experimentation, but the average session duration may indicate a usability issue or that you’ve absolutely nailed it with the page content.

Find it here: Audience > Overview

Wrapping up

You’ll notice that we haven’t once mentioned the page view, users or total session stats above. And this isn’t because they’re not important (they are), but the number of people visiting your hotel website is far less important than the quality of those visitors.

Invest the short time you have for Google Analytics in the above datasets and you’ll start to build a picture of how well your website is performing and what needs to be done to improve the number of direct bookings you’re receiving.

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Welcome Anywhere has over 30 years of experience in helping independent hoteliers deliver guests an unforgettable experience with its simple property management system that controls your daily activities. The best part -  it’s all cloud hosted! We develop scalable solutions for your property such as PMS, a Booking Engine and Channel Manager. Our team has a wealth of experience in the hospitality industry and we serve you to better serve your guests.

 

Call us today at + 44 (0) 33 0100 1090, or email us at sales@welcomeanywhere.com. We will be happy to walk you through Welcome Anywhere’s all-in-one solution for your property management needs.

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Specialist Accommodation Provider | hotel software uk

If you’re sniggering at the back having read the title of this blog post, we should perhaps point out that by ‘specialist accommodation provider’, we’re not referring to the practice of offering hotel rooms by the hour.

However, the hoteliers promoting the use of their properties for such erm… endeavours… may well have a point.

Bear with us.

The modern hotel sector is driven by the desire to create unforgettable guest experiences, and property owners are finding ever more inventive ways to do so.

The key here is to create a hotel stay and experience that is memorable for the right reasons and inspiring enough to prompt guests to tell their friends. This can be achieved by focusing on any of following elements:

  • décor;
  • food and/or drink;
  • technology comforts;
  • warmth of communications;
  • on-site activities (or tie-ins with local attractions); and
  • relevancy to the guest.

In this blog post, we’re going to focus on the latter, and look at three potential areas in which your hotel could specialise and appeal to a very specific audience.

1. The cycling pitstop

How To Turn Your Hotel Into A Specialist Accommodation Provider | Hotel Software UK

British cycling is booming.

Thanks to Bradley Wiggins and co, there appears to be more lycra-clad cyclists on the roads than ever before, and as a hotelier, that could present quite an opportunity.

If you happen to be placed conveniently on a common cycling route (and, let’s be honest, they’re rarely consigned to national cycle routes), your hotel could be the perfect overnight pitstop and respite for two-wheeled addicts.

By offering somewhere to securely store bikes, maps of alternative routes and high energy-based recovery meals, you’ll tap into a huge market that would otherwise have wheeled silently past your property.

2. The walkers’ retreat

Hotels Specialist Accommodation Provider | hotel booking systems

It doesn’t matter where your hotel is situated, be it a busy city centre or tucked away in a pretty little hamlet - it probably resides either directly within or close by a common walking route.

A bit like cycling, the nation’s increased thirst for exercise has prompted many of us to head to our nearest outdoor clothing shop and stock up on rambling gear. And anyone who has gone one step further and actually used that gear will know how welcome the sight of a pub is during a long trek.

If your hotel has a bar - that’s your first route into this market, but you can go much further by following the cycling example.

Offer refreshments, restorative meals, maps and reasonably-priced rooms for the night and you’ll capture the eye of many a walking group. Make it clear on approach that you welcome dogs and muddy boots (in specific areas of the hotel, of course), and you’ll be amazed by how many people decide to take a break from their hike and drop in (or pre-book a room once word starts to spread!).

3. The classic car meet

Hotel Classic Car Meets | hotel upselling

Have you got a sizeable carpark or patch of grass that sits unused for long stretches of the year? If so, you have a brilliant opportunity to encourage car enthusiasts to regularly visit your hotel.

Classic car ‘meets’ are incredibly popular and take place all year round. What’s more, the organisers of these petrol-fuelled events are always looking for space in which to hold them, and your hotel could provide an attractive backdrop, plenty of room for the vehicles and beds for anyone who has travelled particularly far.

Wrapping up

In a market as competitive as this one, you need to get creative in order to differentiate your offering from the bland, flatpack chain competition and more adventurous independents. Our tips above will hopefully inspire you to do just that!

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Welcome Anywhere has over 30 years of experience in helping independent hoteliers deliver guests an unforgettable experience with its simple property management system that controls your daily activities. The best part -  it’s all cloud hosted! We develop scalable solutions for your property such as PMS, a Booking Engine and Channel Manager. Our team has a wealth of experience in the hospitality industry and we serve you to better serve your guests.

Call us today at + 44 (0) 33 0100 1090, or email us at sales@welcomeanywhere.com. We will be happy to walk you through Welcome Anywhere’s all-in-one solution for your property management needs.

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hotel destination marketing | hotel upselling

A question for you: is your hotel the main reason for guests to be visiting your area?  Perhaps you have a spa and run relaxation weekends.  Maybe you host major events.  It would be nice to think that your venue is the epicentre of your guests’ weekend, but for many, it’s probably more a matter of convenience.

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Regardless of how you might feel about the significant interest placed on millennials by seemingly every media outlet, the biggest generation in existence is definitely in the driving seat when it comes to the economy.This year they’ll outnumber baby boomers, so it’s important for businesses across all industries to cater to their needs in order to attract millennial customers.

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Some hotels try hard to be unique so that guests are more likely to come knocking, but the biggest influence on booking numbers will often be location, location, location. This doesn’t mean that all your other marketing efforts are in vain; it just makes it important to emphasise that your hotel is the gateway to an amazing destination.

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