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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