Mobile: 11 Eye-Opener Travel Stats For Hotel Marketers

By Hillary Bressler Fractional Digital CMO, PinchHit Partners | January 28, 2018

There are many stats that are interesting, some mind blowing, and some confusing as it relates to travel marketing.  But there are those stats that are eye openers for marketers that make creative minds to say "Ah Ha", let's try something new based on these stats. If you want your hotel to grow, these stats could make a difference going into the year ahead if you apply them to your marketing efforts.

  • Mobile Marketing Emergency

49% of direct online bookings are now on mobile, compared to 31% in 2016.

Key Takeaway:

At the end of 2016 I told my hotel clients to drop everything and put their focus on mobile marketing, especially if their mobile wasn't optimized well. This is still true today.  The world has gone mobile and it shouldn't come as any surprise. Put as much effort into mobile as your staff can handle.

If you don't have a mobile-friendly website it's the first, most important step you should take in your hotel's digital marketing strategy. Take out your smartphone right now. Go to your hotel's website. Can you easily navigate and find the information you need to complete the action you want visitors to take whether that's an online reservation, click to call or important information such as location, directions, photos and more? Follow Google's mobile-friendly best practices. Test your site here.

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Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.