Is Your Hotel's Digital Marketing & Sales Mix Your Own Worst Enemy?
By Fausto Marques Customer Success Manager, Guestcentric | June 2022
It's safe to say that the past two years have significantly impacted how hotels must communicate with guests in all stages of the journey. As prices increase across travel, tourism, and hospitality outlets, travelers have grown more discerning than ever to ensure they get the best value for their money.
The evolution in guest expectations is one of the biggest challenges in the hotel industry today. After the past two years, guests demand a lot more from hotels: including seamless research and payment experiences, transparent pricing and fees, flexible refund and cancellation policies, clean and inviting appearance, and special perks and offers - to name just a few.
In this article, we ask the question: "Is your Hotel's Digital Marketing & Sales Mix your Own Worst Enemy?" We also share some crucial areas you should focus on when tweaking your hotel's digital marketing and sales strategies to reach more guests and get more direct bookings in 2022.
Hotel Digital Marketing & Sales - What Changed over the Past 2 Years?
A number of things changed over the past two years. After widespread lockdowns led to a flood of cancellations, flexibility became a key factor for guests booking travel and accommodation. Following customer dissatisfaction with unsatisfactory refund policies, more and more guests reached out to hotels directly for inquiries and bookings.
As international travel corridors closed, domestic leisure travel grew exponentially, and hotels across all market segments pivoted to this demand. Guests were also booking under short notice with mobile as the preferred device. Subsequently, mobile direct bookings also grew significantly over the past two years.