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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