Special Report10 Ways to Boost Hotel Revenue

prepared by

© 2018 Primal Digital, LLC

2

Thank you for your interest in this special report “10 Ways to Boost Hotel Revenue.” If you’re like most hotel executives you aren’t satisfied with your sales/profits and the return you are getting from your marketing investment… or you just want to take your business to the next level.

Here’s some good news - Not 1 in 10 hotels know about or fully apply some proven methods to boost revenue. Following are 10 revenue boosting tips:

1. Technically Analyze and Optimize Your Website

For many potential customers your website is the first contact point when they are searching for a place to stay. Because of that it is recommended that you analyze and improve the website visitor experience. One example is improving what could be slow time for your website to load up and be viewable by prospects. According to an Akamai study:

47% of website visitors expect a web page to load in two seconds or less40% will abandon a web page that takes more than two seconds to load14% will visit a different website if a page loads slowly.

Slow load times could be costing you lower occupancy rates.

2. Improve the Prospect Experience/Content When He/She Visits Your Website

Many hotels make it difficult to navigate a site because it is too complicated and there are too many choices. Make sure your site is visually appealing. For example your gallery page should show fully opti-mized, engaging and appealing photos of your rooms and other amenities such as restaurants. You also might want to provide a different visitor experience based on the demographics of who is visiting your site.

3. Continually Test and Evaluate Your Marketing

Track conversion rates for all of your marketing programs. Test different versions of the same advertise-ment. The easiest way to do this is to simply change the headline for an advertisement. Test two head-lines, discard the poorer performing one and replace it with another version to test. Studies have shown by simply changing a headline a 100% improvement in the conversion rate of the advertise-ment is possible.

www.primaldigital.co

4. Make Sure Your Site is Online Marketing is Mobile Smart

According to a Statistics Brain study 65% of tourist book hotels reservations for the same day on a mobile device. In addition, according to Whattech half of traveler’s book travel products through a mobile sites and travel agent specific apps. Your website must be mobile optimized so that when the site is viewed on a mobile device it looks attractive and is designed for an optimal mobile experience. In addition make sure your email messages take advantage of how email messages are read by a mobile user. Add an attention getting pre-header to all of your email campaigns. A preheader will display a message below your subject line before a mobile user even opens the email.

5. Increase Occupancy by Discovering and Leveraging Hidden Market Opportunities

By doing this you can increase shoulder season occupancy by 30% or more. You may or may not be aware that by looking at your Bureau of Tourism numbers you can uncover hidden booking opportu-nities you might be missing. It’s a simple matter of looking at your current distribution partnership list and comparing that to the bureau’s tourism geography information and length of stay data. Some hotels who have looked at this were surprised to learn there was a way they could increase occupancy by comparing these numbers…

Are you missing any key distribution partners that are a part of one of your top feeder markets? Have you looked more closely at some of the smaller feeder markets to find any higher length of stay target-ing opportunities? What about identifying geographic seasonality differences so that as one market trails off you can focus on another more profitable market depending on the time of year?

6. Use a Compelling Benefit Driven Call to Action in All of Your Marketing

Whether it be in emails, advertisements or on the first page a prospect sees (often a landing page) make sure you have a compelling call to action that tells a prospect exactly what to do. It has been said that prospects are silently begging to be lead. In addition make sure you are not only talking about the features of your property but the benefits of those features.

7. Leverage the Power of “Big Data” to Better Understand Your Potential Customers and Improve the Effectiveness of Your Marketing

Big data refers to large sets of data that can be analyzed to reveal patterns such as the behavior patterns of site visitors based on their demographics such as geographic locations. According to an article in Fortune Magazine “One pioneering example included US economy hotel chain Red Roof Inn who, during the record-setting winter of 2013/2014, realized the huge value of having a number of hotels close to major airports at a time when flight cancellation rate was around 3%. This meant around 90,000 passengers were being left stranded every day. The chain’s marketing and analytics team worked together to identify openly available public datasets on weather conditions and flight cancellations. Knowing that most of their customers would use web search on mobile devices to search for nearby accommodation, a targeted marketing campaign was launched, aimed at mobile device users in the geographical areas most likely to be affected. This led to a 10% increase in business in areas where the strategy was deployed.

3www.primaldigital.co

8. Fully Employ the Power of Behavior Based Marketing

Behavior based marketing triggers marketing communication based on user activity. Communica-tions such as emails can be automatically tailored based on user activity. People are habitual by nature so prior behavior has a tendency to predict future actions. By marketing to people based on their behaviors we can create a much more personalized experience while anticipating future demand.

9. Take Advantage of Retargeting

Retargeting or remarketing is a type of online advertising that shows your brand/hotel multiple times to prospects who first engage with your brand (e.g.- through an online advertising) Retargeting could promote your property, for example, when a prospect visits more than one site. This is important because when a website visitor comes in contact with your brand for the first time only 2% of that traffic converts.

10. Consolidate all External Marketing Support Services With One Provider

Many hotel executives deal with more than one provider of marketing services such as an SEO (search engine optimization firm), a pay per click specialist, a trade show exhibit expert, a social media market-ing specialist and often more. This approach is inefficient because more time is required to coordinate and manage marketing activities. Another disadvantage is that it is often more difficult to communi-cate and coordinate overall marketing strategy. Consider dealing with only one company that can address all of your marketing needs.

At Prime Digital we’re a “one stop shop” who can handle all aspects of your marketing strategy. If you’re like hundreds of hotels executives we deal with all over the world you’ll breath a sigh of relief and even sleep more soundly at night knowing there’s now one solution for you. To learn more schedule a free consultation here https://prmldg.co/2o7e1Ow

www.primaldigital.co