Tips on Good Offers to Generate Bookings on an Independent Website

By Pedro Colaco President & CEO, GuestCentric Systems | January 27, 2012

Recap: What is a successful hotel website?

A successful hotel website is a website that maximizes its economic value to the hotel, i.e. it maximizes the number of e-commerce transactions in the form of bookings or contacts. To maximize the economic value of your website, you should pursue a structured e-commerce strategy. A successful e-commerce strategy relies on three key factors:

  1. Your website's visibility
  2. Your website's sales focus
  3. The bookable offers you promote on your website

Your website needs to perform well on all three factors otherwise no matter how much the investment you will not experience good results. That is why you should focus your attention on a structured e-commerce strategy.

Bookable offers is the ultimate goal for any hotel

We spent a fair amount of time in the last article explaining the importance of trusts mechanisms, instant online booking, real-time rates and availabilities, best available rates (BAR) and rate parity. But even if you get enough, relevant traffic, and the site is designed to convert lookers into bookers, no website can be a "sales machine" if there is nothing to sell or the product is not competitive.

Even the best technology will not succeed if there is no availability online, the online offers are not relevant to your prospective customers or your offering is not competitive in your region. Doing a detailed analysis to find the right balance is extremely important to engage your visitors, so you need to make sure you offer them what they are looking for.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.