More Travelers Book Direct- Are Hotel Website Ready?
With all the news on how travelers are switching from OTAs and moving to book more direct with hotel website, its time to consider How to Target Direct Booking Travellers.
Although more and more travellers prefer to book direct, the challenge is still how to capture, connect and convert travelers at the right time and with the right message and marketing systems and process.
In his article on iMediaConnect “How to more effectively target travelers” Raj Beri, COO at Adadyn tells us that Time is also a constraint as “the booking windows are getting shorter and more transactions are taking place on mobile while traveling. This includes last minute bookings of hotels, activities, and events.”
Systematized Marketing Processes and Messaging
Because of this, brands are adding location-based and real-time solution to profile and target customers. Much of this is behavioral responsive technology that delivers dynamic content with a strong call-to-action. It is all about delivering the right message to the right people at the right time. It is part of the Power Marketing Strategy proposed by AllCast Power Marketing Consultant.
In his iMedia Article, Raj Beri explains how critical it is “to deliver the most compelling offer to the user based on a variety of factors including location, previous purchase behaviour, and even weather. Mobile users on a beach in 90+ degree weather? Ads for sunscreen are bound to be more successful than ads for thermal hiking gear. The ability to optimize thousands of variations of creative to deliver the highest conversion rates and target those ads programmatically to minimize the user acquisition costs is the proverbial Holy Grail for advertisers and marketers.” More >>>
Immediate & Effective Solution for Hotels and Travel Now!
The Power Marketing Consultants Strategies break the travel sales funnel into a systematized process that is fully automated along 5 steps, these are – Capture, Connect, Inform, incentivize and Automate. It starts with an in-depth analyses (discovery process) that will identify and eliminate platitudes and fragmentation which are death to travel ads and messaging. Once this is done the process of building effective messaging to capture, connect and convert are established. Power consultants offer easy to follow tutorial videos and white papers that cover all you need to know to build high converting sales funnels for your travel market.
Get Help Now
With the latest trends, showing a dramatic shift away from OTAs as more and more travelers go to hotel websites, hoteliers are getting serious about getting back into the market. Many hospitality vendors have relied on distribution to unprecedented extend over that last decade, but it is no longer enough.
21 century travelers lead by the new millennials, are using hotel websites to research accommodation, lifestyle holidays and to book, at rate that are astounding. The days of OTA dominance are looking bleak to say the least. That is good news for brands, but lodging suppliers must be sure that they are found and that means getting on-top of Google and other directories. It means being as good at Search Engine Optimization as the OTAs are. And it means having better and more targeted messaging. Finally it requires building strategic websites that engage and answer guests concerns.
Hotel websites are typically not designed with strategic messaging in mind. They are in fact designed to look pretty and often design, appearance and brand message are the first consideration. This is all wrong as it is the emotional targeted and personally relevant message that matters most. The message is not about how great you are as a hotel or hotelier. Its about what the guest want and expect and what they fear and don’t know.
Hotel marketers are notoriously bad at presenting benefits, dealing with objections and being up front in comparing their own offer with that of the competition. But these are the items that travelers care about most. Yet most hotel owners are, frankly, very bad at messaging, marketing and know little abut how to build sales funnels, or creating compelling conversion incentives and effective continuity campaigns.
Luckily their is help. Right now PowerConsultants.axses.net is providing a set of FREE resources that explain how to get master messaging and marketing to engage and convert travel shoppers on your own hotel website.
You can discover more about these strategies with the free video training and reports at http://powerconsultants.axses.net