How will I get more bookings and boost my resort’s
revenue?
This is the question that troubles every hotelier’s
and resort owner’s mind when they are looking to accelerate their business and
to keep it running in a smooth and profitable manner. The question is an easy
one but finding a seamless solution to it can be challenging.
The challenging part lies in the fact that the
hospitality industry is dangerously and abashedly competitive. An overwhelming amount
of hotels and resorts enter into the resort business each and every day. Adding
to that are the increasing popularity of homey and affordable stays like Home
Away and Airbnb, which makes it even more challenging to stand out given and attract
more bookings. While resort owners are
more often than used to these kinds of challenges, they are always tasked with
meeting their targets and exceeding the metrics that is mostly dependable on
bookings.
So what can a struggling resort marketer do? How
does the resort marketeer attract customers and get them excited so they can’t
wait to book their stay in that resort? Do not get anxious or concerned; as
here comes 7 no fail promotional tips that will lead to success and an over
pouring surge in bookings:
1. Become
Easy to Find Online!
Let’s face it,
internet has taken over our lives. The days of going over to a travel agent’s
office and looking at the printed brochures are long gone. Today’s
globetrotters can do their comparative research and analysis without even
leaving their beds, by surfing through their laptop and phone screens. So if
your resort is a not easy to find item online, then there is no doubt behind
the fact that your bookings are few and far between even during the peak seasons.
You need to be omnipresent in the internet, in all the relevant online search
engines (Google, Bing, Yahoo), so that your resort’s website can be easily
found in the very first instance of search results
Most of the
travellers (nearly 75%) start their research by using relevant keywords in
search engines, so you need to stay at the top of your SEO game. Add popular
and commonly used keywords to your site, so that it your resort name comes at
the top of the search results and make sure that your website loads super fast.
Do not just rely on
social optimization alone. The search engine results page for resort related
searches is heavily monetized and mostly taken by ads, such as the screenshot
below.
This means that
people will sees the ads first. You will need to bid aggressively to be at the
very top of the search results and also in other Networks like Facebook, Instagram
and in travel websites like Kayak and Tripadvisor.
While it may be not
be necessary and possible to have a strong presence in all of the search
engines and travel websites imaginable, you should dig deep into your website
analytics, and find out the sites where people typically do their bookings
from like MakeMy Trip, Tripoto, Ibibo.
You can make an impression by having an engaging presence on these platforms.
2. Make
sure that you are targeting The Right Audience
What is the resort
image that you want to portray through marketing? Who are your target audience?
There needs to be a distinctive strategy applied for marketing a little lodge
type resort off route 9 compared to secluded, lavish., couple’s resort like
Fiji’s Vatulele Island resort overlooking the blue waters of the South Pacific
shores. Your specific target audience will vary in budget, requirements and in
travelling style. Here is where Income Targeting tools come in handy.
There are ways of
breaking down your target audience when it comes to marketing your resort. Many
resorts caters to a wide range of customers from varying income levels, since
they offer rooms both extravagant types (like presidential suites) and also
affordable rooms at discounted prices. These two audience types of varying
sensibilities need to be targeted separately.
You will need to
group your audiences into two or three, or even four separate campaigns as
required and make sure to send the right message to each type with the right
prospect in mind. With the help of tools like Facebook’s
targeting options, this
job has become much easier than it was before. Before doing this, you have to
spend a considerable amount of time defining your audiences, so that you craft
the suitable message to send to suitable group at the right time.
3. Create
Fresh Content for answering Customer Questions
Content Marketing
is one of the best and most effective ways to increase bookings. First step
requires digging deep and researching to find out all the different questions
and problems that your target audience has and composing a detailed content
strategy that can answer all of those. This will aid to increase your resort’s
visibility online as more and more people come to know and build trust in your
brand that can increase the chances of converting them into customers. You can
do so by registering to Quora and finding the list of questions related to your
resort type and location. You will find a bunch of queries related to your
resort’s location like “things to do around or best places to visit around, or
best food items in the X or Y city”. Create content related to these topics,
publish them on your resort’s website and you are done.
4. Spend
More on Marketing during the Peak Booking Seasons
If you are running
a range of beach rentals near the Cape or a ski resort in the Alps, then your
peaking booking seasons are going to be entirely different. Being a resort marketer,
you are very much aware of your resort’s peak booking season, and even if you
want, you might not be able to increase the total marketing costs especially
for the peak season. Henceforth, it
makes more sense to spend more of your annual budget during the busiest season.
For these times,
aspects like ad scheduling come into scene. When do people usually start
booking their trips? Perhaps you run a resort that is mostly booked by business
travellers. These individuals mostly book during the business hours as compared
to the folks travelling for leisure and relaxation who are most likely to do
their booking during the weekends or weeknights. By researching and gathering
data, you can set a schedule so that your ads are displayed at a higher budget
during the peak hours at months of the peak booking seasons.
5. Build
partnerships with Local Businesses
Chances are that
your resort is not located in a no man’s land or in the middle of desert. It
will definitely have local attractions and businesses as its neighbours. That
can be a well known joint of eateries, shops, restaurants or health centres and
yoga studios. It will be extremely beneficial for you to get to know your
neighbours. Building partnerships with local business owners can be a great way
to co-promote each other, especially when you marketing a boutique, one of a
kind resort rather than a chain.
For example, you
could partner up with local brewery popular in the area, and run a series of
contests where the winner gets a free beer testing, a brewery tour and a
discounted stay at your resort. Building these partnerships with your
neighbours will lead to affordable, easy and effective marketing that will
definitely give a hike to the booking rates.
6. Go
for Simple, Clean but also a Breathtaking Look for your Website
There are many
resorts that loose a whopping amount of potential customers because of their
lacklustre website design. This is an instant turnoff for online bookers. If
your website is not clean and pleasing to the eyes, then why would your
physical location be? Your website is the first thing people know, and first
impression they get of your resort, so you need to make it look breathtaking
but at the same usable. This means that it should look simple and straightforward
to users surfing on any type of device, so that they can find the required
information and also be able to complete the booking without any hassle.
The navigation
system should clean and smooth. Ensure that the hotel photographs are all high
res and professional, displayed in perfect ratios and formats for mobiles,
tablets and desktops. The language should be engaging and crisp, and the
booking process easy and seamless. Videos showing virtual tour work wells,
since they tend to show the beauty and space of your resort in a much more
engaging and thorough manner.
7. Go
for an Above and Beyond Customer Service
Customer service
and marketing go hand in hand, especially in the hospitality industry. If you
provide an above and beyond, stellar experience to your customers, they are a
lot more likely to pay it forward through outstanding online, reviews,
referrals, and return visits thus leading to more business for you.
Bottomline is there
are a variety of resort marketing tactics and tools, but choosing and
implementing the right ones will only to outstanding results. The
above-mentioned methods are all tried and tested tactics that have led resorts
to their respective paths of phenomenal success. Do not think twice, and follow
this guide to put your resort back on the track of a frenzied booking spree.