Making an Impression with Website Merchandising

By Allyson Fredeen Communications Manager, Ritz Carlton - Denver | June 11, 2017

When I began working for The Ritz-Carlton in downtown Denver in September of 2007, the climate for Public Relations professionals was worlds away from what it is today. For instance, Facebook was only for “college kids”. MySpace was all the rage. Twitter seemed like a platform from a far-away galaxy that I would never need to engage in. Instagram wasn’t yet born, neither was Pinterest. Denver had two daily newspapers, The Denver Post and The Rocky Mountain News. We vied for print placements more often than not and online articles were seen as the icing on the cake. I never heard the word blog until later that year.

Fast forward to 2017; in the hospitality business, if you’re not playing well in the digital space, you’re not playing. The heartbeat of any hotels’ digital strategy should be the website. From social media posts to published articles and digital banner ads for your business, everything links back to that domain. This is why it is essential to have the right product, or messages, in the right place, at the right time.

Let’s first talk about your site’s homepage. Remember the old saying, “You only have one chance to make a first impression”? This could not be truer as it relates to your website. What kind of story are you trying to tell? Do you have strong visuals to grab your audience’s attention in a world where this is so much noise? Are key tabs front- facing and easy to locate, or are they tucked away requiring minutes of clicking around to find a basic factoid like a phone number or address? According to experts, today’s consumers have an attention span of just eight seconds. If in those first eight seconds, if your website is loading flash video or other large assets, the viewer will most likely close out and move on, resulting in potential lost business. If in those eight seconds the consumer does not see a link to the information they are trying to locate, they will click the little x on the upper right side of the page and you have most likely lost them to a competitor with a more attractive and easier-to-navigate homepage.

Your homepage is also where most consumers land first as a point of entry versus interior pages that carry more specific information. This is where you want to weave your SEO/SEA key word strategy in. For instance, we place words like “luxury”, “downtown Denver”, “hotel” and “Colorado” in the homepage copy so when potential buyers are using those terms in a web search, The Ritz-Carlton, Denver is more likely to appear in the results, which in turn generates click-throughs with the goal of converting bookings. However, don’t leave this strategy to just your homepage; think about all the layers within a website. For Ritz-Carlton, we have interior pages for different areas of business such as Reservations, Spa, Dining, Meetings, Weddings, Offers, and Area & Activities. The crucial merchandising point here is that all of these tabs are visible from the homepage.

The consumer doesn’t have to click around to locate the general subject of interest. Furthermore, revenue generating segments are front and center; the homepage’s first visible tab is for reservations which makes complete sense. Why would you want to tuck away this critical section under another page when a viewer is giving you only eight seconds of their time? In today’s climate, hotels are putting more emphasis than ever on direct bookings as OTA commissions can be quite costly. For this exact reason, special attention to website merchandising is vital. Your business’s SEO/SEA keyword strategy also comes into play for your site’s interior pages. As an example, one of downtown Denver’s most popular neighborhoods is the historic Larimer Square area filled with shops and restaurants.

Most visitors to the city flock to this neighborhood and are searching the term when planning a trip to the Mile High City; therefore we incorporated “Larimer Square” into our keyword strategy, while also placing the words on multiple pages of our website like so, “Located near Larimer Square, an upscale neighborhood known for its boutique shops, luxury hotels, and innovative restaurants, The Ritz-Carlton, Denver provides guests with immediate access to the best that the Mile High City has to offer.” If you’re reading closely, you may have noticed this sentence also incorporates our other keywords like “luxury hotels” and “Denver.” On a related note, Public Relations or Marketing Communications professionals should be privy to the notion that placing a press release on a site’s news room and appearing “live” should always occur prior to pitching it to their media contacts. This way when searching the subject of interest, a consumer will see your news first in the results, and hopefully is motivated to click back to your site to learn more. Articles generated after the fact will naturally show in the search, after your news room result, receiving maximized exposure and generating direct clicks to your website.

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Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.