LET’S GET MARKETING
A hotel may have built an attractive website with nice imagery and branding but unless the website is driving business to the hotel, you might ask what its purpose is. Many businesses, not just hotels, put a big effort into building a good website but then don’t put the necessary effort into marketing or promoting it.
An effective website is organic in nature and will constantly evolve as technology and tastes change. The best website managers are constantly testing and retesting their website to see if it can perform better. It will have KPIs to achieve e.g. traffic and conversion rates. Landing pages also play is big part in determining if Option A attracted more conversions than Option B. They test and retest the performance of the website until it becomes a major driver of business. Then… they repeat the process again.
In addition to ensuring the effectiveness and conversion rates of the website, there is a second crucial element required for success…traffic. You may have a beautiful, high converting website but if nobody can find it what is the point? This means getting out into the marketplace and grabbing your share of the traffic. Google is not the internet, its just an index of the internet, however, in Ireland the vast majority of all searches start on Google. If you are not optimising your presence on Google you’re missing out on all this traffic.
There are three ways for a hotel to promote itself on Google. Organically through Search Engine Optimisation (SEO), through Paid Search e.g. Google Adwords, Display etc. and finally, through Google Hotel Ads which is putting it up to the more established Meta Search Engines such as Google Hotel Ads, Trivago, Kayak and TripAdvisor in a major way.
Digital Marketing is where the art of Marketing meets the Science of Digital. Like all marketing, it is possible to waste an awful lot of money on Digital Marketing but as NetRev Hotels is only focussed on growing your Net Revenue, it’s in our interest to make you and your digital marketing succeed.
MAKE YOUR DIGITAL ASSETS WORK HARD FOR YOU
You have invested a lot of money, time and energy into your website and your chosen booking engine. As part of NetRev’s approach to a hotel’s current digital assets, we forensically review your website and hold it up against best practice to see how it compares.
This will reveal where it can be improved. From our perspective it is no bad thing if the website is not performing well, it just means that our improvements will have a bigger impact. With Search Engine Optimisation (SEO) in mind we will make any required changes. There are various tools that can be used to determine a website’s SEO standing and these tools combined with our in-house knowledge will identify any SEO gaps that exist.
There are many aspects to SEO from both a technical and content perspectives. NetRev has specialist SEO staff to optimise your website and we will continuously monitor and improve your website into the future. As our fee depends on the success of your website we will work to ensure it’s Conversion Rate Optimisation (CRO) is maximised.
Different booking engines have different features and NetRev will review your booking engine to make sure that you are utilising all its effective features e.g. images, sales prompts etc. Anything that can improve the conversion rate will be implemented.
- SEO Strategy and Planning
- Keyword Research and Analysis
- Conversion Optimisation
- Performance Optimisation
- Organic and Paid Campaign Strategy
- Mobile SEO
- Text and Display Ad Creation
- Landing Page Optimization
- Conversion and Call Tracking
- PPC Monitoring
- PPC Cost Management
- Existing AdWords Account Auditing
- Shopping Ad Management
Competing in the Marketplace
Now that your hotel website has been improved from an SEO and CRO perspective it is time to start competing in the marketplace. An online advertising strategy will be agreed and this will be implemented across the various platforms.
One of the best things about online advertising and digital marketing is that it is traceable. In other words a hotel can generate reports detailing how much was spent in each campaign and directly trace this to how much business each campaign brought to the hotel.
This is crucial to determining the most effective way your hotel can measure its return on ad spend (ROAS) in addition to its overall return on investment (ROI). When we exclude the Online Travel Agents (OTAs) which we cover in Revenue Management and when we have addressed your website’s SEO ranking to give organic search visibility these are some of the areas where we can consider placing your advertising budget.
NetRev Hotels can help you with PPC, SEO, Keyword Selection and best practice online / digital marketing.
THE NETREV APPROACH
NetRev’s approach to digital marketing is quite simple on one level. What is the marketing spend and how much net business does it bring in? This tells us the Marketing ROI and then we forensically break down the constituent elements that go into this spend and activity to maximise the ROI.
The ultimate objective is to increase your hotel’s Net Revenues, i.e. the amount of money that is left over after your online marketing costs (OTA fees, META and PPC campaign costs, general digital marketing costs etc.) have been deducted from your online room sales.
Every hotel is different and has different attributes, customer bases, management, skill sets, reputation etc. etc. NetRev’s job is to take the hotel’s existing digital assets, improve them where possible and deploy the most appropriate sales strategy across the various online platforms in such a way as to maximise the hotel’s Net Revenues.
We believe that nowadays it is unrealistic for a hotel to expect an individual in-house channel manager or sales manager to maximise a hotel’s Net Revenues given all the different skill sets and systems that need to be mastered to achieve this.
NetRev believes in long term relationships with our clients which is why we align our fee structure to the results achieved by the hotel. To find out more about our approach to partnership click here (link to partner page) If you would like to hear more about how we might be able to help you grow your online Net Revenues please contact us using the contact details below.
- Web User Experience Design
- Mobile User Experience Design
- User Flow
- Usability Testing