Hotel E-Commerce: Navigating the Complex Hospitality Digital Marketing Landscape - 0 views
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Websites are dynamic vehicles. In addition to being an attractive and interactive dashboard, a site should be continuously updated and optimized for searchability to be truly functional.
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Sam Laird shared that more than 65% of people who book a hotel room within 24 hours of checking in do so from a mobile device (Mashable.com).
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According to Expedia, more than 15% of travelers who book a flight 24 hours or less in advance also do so via mobile device. Hotels with ratings between two and three stars are most commonly reserved via mobile devices, indicating that they are likely the best (or most available) last-minute lodging option
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companies with the applications that are easy to access and instinctive to use are most likely to attract these customers.
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Both Facebook and Twitter advertising allow for targeting users based on demographic and psychographic data.
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Social media marketing can be a cost-effective and efficient method to interact with existing and prospective customers
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Properly using hashtags helps a brand start a conversation with consumers and identifies who is already talking about them
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Most notably, the platform allows for posts to be pre-scheduled, creating continuity of messaging on various social sites.
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LMA Communications founder Larry Mogelonsky contends that marketing will eventually be “limited to infographics, photos and videos.
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Replying to positive reviews and addressing complaints or critical comments transmits a tone of trust to a UGC community
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According to industry expert and Rouse Media president Glenn Haussman, the impact of a customer rating three stars versus four stars on Yelp or TripAdvisor can be a significant impact to a restaurant’s bottom line.
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As technology advances so does the way consumers buy products and services. In order to keep consumers happy the hospitality industry has adapted itself to be more mobile and convenient. Mobility and convenience are two very important factors when making a website or app for E-Commerce. Many hotels and restaurants have created apps for cell phones and tablets so that guest can have convenience and mobility when booking a reservation or ordering a meal. E-Commerce profitability is maximized by using digital marketing. Two major sources for digital marketing are search engines and social media ads. Through digital marketing companies can constantly advertise to consumers anywhere at anytime in a cost efficient manor. Search engine marketing allows companies to increase the number of visitors to their website by putting them at the top of search engine results.
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To summarize this article, it mainly discussed how the layout of digital marketing within the hospitality industry is constantly changing and highly important. This is something that is a challenging task for most hospitality businesses, especially hotels. It was said that there are many factors/questions to consider when approaching digital marketing such as " How much does it cost to acquire a new guest and how do we encourage this new guest to book directly through a brand's website?" Websites are plays a vital role in digital marketing are one of the main starting points. Hotels and other hospitality businesses should be frequently updating websites with useful information that compliments more visuals such as images and videos. In addition to that, it was even mentioned how making sure that the website is easy to navigate and readily accessible to customers is essential. After carefully reading more into article, SEM (Search Engine Marketing) was mentioned. This is more like an assessment in a way and a method to show where a hotel or business stands as a brand. For example, if your were to simply google the word hotel, brands such as Marriott and Hilton would most likely be at the top of the list. That is actually good and will benefit those brands greatly in the aspect that there reputation, which possibly stems from online review sites and social media platforms, is well known. These online review sites are capable of monitoring and responding to customer inquiries/comments. The article also touched basis on how the demand of social media presence is vital and should not be overlooked. Social media proves to be cost effective and efficient. Simply using hashtags with either the brand name or keywords can attract prospective customers which in return will generate more revenue. Overall, the article was clear that as far as the hospitality industry goes, digital marketing is something that has evolved in so many ways and can generate good revenue if the plan
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Digital marketers in the hotel industry are adapting to the changing climate for OTA's guest expectations, advertising, and competition. Hotel Websites must be clean, low text, and image based with opportunities for guest to comment or ask questions. How to guests find you online? How can we create strategic links from the website to a brand's social channels for increased retention? Business owners will need to learn search engine marketing (SEM) to ensure that sites appear high on listed results of search engines. Paid advertising and Geo-targeting advertisement will be essential in offering the right products to the right markets. Markets must set measurement goals to monitor performance at different stages of ad campaigns and decided if ads should be adjusted. Lastly, the social media craze is still going strong, and being aware of current trend such as Instagram and hashtaging will be crucial in for current success.