Cruise Control SEO Is Over: How Hoteliers Take Charge and Increase Bookings 37-100%

By Jennifer Dunphy Vice President of Sales & Marketing, Vayu Media | July 14, 2013

If you are like many hoteliers, you are constantly on the lookout for the next silver bullet marketing strategy that will not only fill your rooms year round, but will have all of your property’s amenities booked to capacity as well. With the convoluted online landscape and the way guests research and book their travel accommodations constantly changing, it can be a daunting task for hoteliers to find the proper channels to reach their targeted audience, let alone entice them to make reservations and engage them once they arrive. While there may not be a silver bullet solution that will keep you booked throughout the seasons, there certainly are strategies that can be implemented that will generate more bookings and increase your profits.

Good ol’ SEO still does it. With the rapidly changing quality guidelines and search engine ranking algorithms, your business stands to benefit from your competitor’s cruise control approach. Just make sure you take a more proactive stance. Leaving your SEO strategy in cruise control will ensure you miss out on the opportunity. Many hoteliers focus on the low hanging fruit or what they understand as “SEO” and then move on. A modern SEO strategy requires a comprehensive web strategy.

Bookings start with search

With numbers as high as 50%-70% of all hotel website visitors and website bookings originating as leads from the major search engines, driving bookings directly to the hotel website needs to top every hotelier’s priority list.

Implementing a comprehensive SEO strategy will allow hotels of all sizes, even boutique hotels and B&Bs, to compete with the likes of Trip Advisor, Hotels.com, Expedia, etc. Although having a positive reputation on TripAdvisor and other OTAs is a part of having a successful SEO strategy for hotels, the fact remains that all of these reviews point to the OTA sites and directly compete with your own website for favorable rankings in the organic search results. By implementing a SEO strategy for your hotel you can and should keep your presence on the OTA’s and drive direct, more profitable traffic, to your own website.

Increase opportunities 37-100%

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Coming up in August 2018...

Food & Beverage: Millennials Rule

The Millennial Generation has surpassed the Baby Boomers to become the largest living generation in America, and their tastes and preferences are being reflected in the Food & Beverage industry. In general, Millennials insist on more natural, healthier, less-processed food and beverage sources, and in part, this inspired the farm-to-table movement. However, now the trend is becoming even more pronounced and hyper-local. Millennials no longer simply want to know their food is farm-to-table, they want to know which farm, and where it's located relative to the community. As a result, hotel F&B directors are redesigning entire menus to feature area brewers, wineries, and family farms. Not only is this a proven way to satisfy Millennial tastes but it also opens the door for hotel guests to enjoy immersive experiences such as tours and excursions to local farms and breweries. Also, thanks in no small part to Millennials, coffee consumption is at an all-time high. In response, F&B directors are creating innovative ways to enhance the coffee experience for guests. Nitro-brewed coffee, cold brew, lattes on draft, and the introduction of unique milk options are part of this trend, as are locally sourced coffee beans where available. Millennial influences can also be found in the Craft and Artisan Cocktail movement where the same preferences for locally sourced and high-quality ingredients apply. One leading hotel even offers a drink menu featuring liquors infused with herbs recommended by experts for their health and well-being benefits. The August issue of the Hotel Business Review will document the trends and challenges in the food and beverage sector, and report on what some leading hotels are doing to enhance this area of their business.