Just You launches travel trade solo experience

Just You launches travel trade solo experience

Friday, 21 October 2016 14:00

Just You h...

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

Achieving the highest return for your hotel is ultimately about driving costs down and increasing revenue. When it comes to marketing, this means spending as little as possible while reaching the largest audience of potential guests.

Luckily, online channels are making this increasingly easier and hotel managers are catching up with it: In a recent survey conducted by HSMAI, 70% of hoteliers said that online investments are yielding the largest returns. So how exactly do you go about maximising your marketing budget by taking advantage of online channels?

These five tips are a great place to start:

1) Invest in a great website experience: You'd be surprised how much of an effect it can have

First impressions can make or break a brand - and very often your website is where that first impression is formed by a guest. Visual appeal is important because you want guests to have positive associations with your hotel experience. For example, investing in a professional photographer to get high quality photos of your property will pay off in the long run and incite higher interest. You should also keep in mind your target audience when choosing which photos to feature: if you cater to couples, show photos that position yourself as a romantic getaway.

Keep your layout clean and simple and avoid stuffing pages with unnecessary content. Website navigation should be easy-to-use and straight-forward so that guests can effortlessly make their way through the site and complete a booking. Site visitors have short attention spans — the majority of them will leave your landing page within 0-8 seconds — so keep engagement high by capitalising on the moment of interest and creating a clear booking path. If this sounds daunting to take on, check out Vizlly, an app that makes it easy to create and publish better hotel websites.


2) Squeeze as much as you can out of your existing content

This point ties in with delivering potential guests an exceptional website experience. Do you have great information on nearby attractions? Reviews on your hotel? Descriptions of your rooms’ features and amenities? Great! Feature these in an easy digestible manner so that your guests can use this information to make a purchase decision.

For example, you may want to think about organizing the attractions and dining options around your hotel in a map. If you have guest reviews, make sure potential guests can access them easily from your site. 93% of travellers say their bookings decisions are influenced by online reviews, so it’s a resource most have come to expect. Remember to monitor these reviews, as they provide you with an opportunity to glean new insights about what guests love and address any issues.


3) Be smart about current lead generation tactics like banner advertising and search engine marketing (SEM)

Banner advertising is a great way to drive potential guests directly to your site, giving you more control over the customer experience and what information guests are seeing.

Whether you’re looking to increase bookings, brand awareness, or both, the most efficient way to use banner advertising is to target the right audience. For example, if you’re a hotel in Paris looking to reach travellers planning trips to your area, place banner ads in front of those searching for flights to Paris.

Also valuable: taking advantage of search engine marketing, which consists of search engine optimization (SEO) and pay-per-click (PPC). SEO entails optimising your web content so you rank higher on search engines like Google for such keywords as “hotels in Paris” or “lodging in Paris.” Consistently updating your site and providing content relevant to your audience are important to supporting your SEO efforts.

PPC allows you to bid on certain keywords within a search engine so that you list on the page when someone searches for those words. However, with this model you pay every time someone clicks through on your listing. Thus, if you want to be cost efficient, choose keywords you think will produce the highest quality traffic for your site. In general, both SEM and banner advertising are solid investments if done right because they allow you to reach those guests who are already searching and in-market for a hotel.


4) Don’t fix it if it ain’t broke: if an ad is delivering inquiries and interest, don’t change it just because

Although it’s smart to refresh your ads periodically to reflect seasonal changes or prevent ad burnout, be budget conscious and fine-tune instead of starting from scratch. Take the time to test different elements of your ad — you might find that changing just one word on your call to action button improves click-through. It makes more sense to change your ads after you’ve gotten a firm grasp on what works and what doesn’t.


5) Constantly measure, analyse, and improve

The best thing about online channels is that it’s fairly easy to track the effectiveness of your marketing efforts. You can see how many people are viewing your website, how many are actually booking, and which channels they’re coming from. Armed with this information, you can assess which channels are providing you with the highest returns and which ones aren’t working as well.

Get in the habit of regularly reviewing performance so that you can identify issues or opportunities and adjust accordingly. Is there a certain webpage on your website where visitors tend to drop off? Use this information to understand why and make the appropriate changes so that potential guests stay on your site and ultimately book.


Of course, maximising your hotel’s profit goes beyond just managing the marketing budget. However, if handled effectively, your marketing budget can go a long way in driving revenue at a reasonable cost. A general rule of thumb is to always keep your target market in mind. It’s a waste of your time and money to produce content or implement strategies that reach the wrong audience. Additionally, stay abreast of current trends in the hospitality and marketing industries so you can explore new tactics and consumer preferences. Hotels who are able to adapt and understand their guests are the ones who will ultimately come out on top.

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