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It is no secret that the landscape of marketing within the hospitality industry has been evolving in recent years as more and more hotel rooms continue to be booked through Internet sites.  While it can be a daunting task for brands that have historically focused their efforts in traditional media to realign their marketing to emphasize Online initiatives, there are basic principles that will help make the transition simpler and ensure that your hotel maximizes its Internet advertising budget.

Get Found:  It is difficult for consumers to book an Online reservation with you if they cannot find your Website.  Because search behavior varies from consumer to consumer, the best way to ensure that your site is found is to have a strong presence in both the natural or “organic” results (search results that appear in the center or left-hand side of the page) and paid or “sponsored” listings (search results that appear in the highlighted regions at the top and bottom of the page and in the “sponsored results” located on the right of the page in most search engines). 

To obtain high organic rankings, it is vital that your Website is search engine optimized for important keywords.  That means that you need to know what words your target audience is searching for and make sure that the content of your Website (copy, html tags, etc.) highlights them.  Free Online keyword tools such as Wordtracker (http://freekeywords.wordtracker.com/) allow you to estimate the daily search volume for common terms and related phrases.

High paid listings can be obtained through pay-per-click advertising campaigns where you bid on relevant keywords and are charged a fee each time a searcher clicks on your ad and visits your site.  Again, it is important to understand what consumers are searching for and to ensure that the content of your Website reinforces your ads (I.e. don’t advertise on the words “business travel” if your hotel and Website do not offer a business travel program).

Keep it Simple:  While it’s tempting to create a flashy Website with dramatic images and videos or custom animation, remember that the ultimate goal of driving traffic to your site is to get visitors to book a reservation.  Therefore, it is important to regularly review the design and architecture of your Website to ensure that the Online booking process is simple and concise.  Make it possible to check rates and availability on every page.  Clearly highlight a 1-800# throughout the site.  And minimize the number of clicks required to actually “book” Online.  Studies show that a percentage of visitors are lost with every additional click needed to complete a desired action, so keep it simple.

Make a Compelling Offer:  With your competition being only a click away, it is important to make a compelling offer that encourages visitors to book with you rather than searching for a better deal.  Feature current specials or promotions predominantly on your Website’s homepage and in the main navigation.  Whether you run a seasonal special or offer something that simply has perceived value in the eyes of your customer, consumers want to feel like they are getting a deal (whether it be saving $100 or getting free movie tickets).

Segment Your Audience:  Because different things appeal to different travelers, it is important to segment your audience and target them with timely offers that speak to their specific needs.  Highlight programs for business travelers, family packages, etc. in different areas of your site and send regular communications to consumers featuring your latest specials.  Providing an easy link for visitors to subscribe to a newsletter or to opt in to receive e-mail offers lets them tell you what they are interested in and build a large database of potential customers.  When sending e-mails, drive traffic to unique landing pages that reinforce specific offers rather than simply sending all customers to your home page.  Sending the right message at the right time helps you build a relationship with your customers and makes them feel like you understand their unique needs.

Online marketing and advertising can be confusing when undertaken without a solid understanding of your audience and best Website practices.  Even if you have good IT and marketing departments, it is often wise to enlist the services of an Internet marketing company that specializes in creating and managing effective Online campaigns. With a comprehensive Internet marketing plan and the help of experienced professionals, you will likely increase Online conversions, enhance user experience, and more fully maximize your Internet marketing budget.