Welcome to the Friday Freebie!
Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.
This week’s freebie: Use generic amenities and perks to create perceived direct booking benefits.
One of the more impactful, yet simplest, ways you can convince people to book direct is to create perceived value. OTAs have hundreds of thousands of properties on their websites, they cannot keep up in real time with the perks and inclusions at all of them.
By cleverly showcasing a few of your generic, everyday perks as special book-direct-only rewards (i.e. “Book direct and get free parking!”) you will create the perception that free parking is a special, direct-only benefit…. without jeopardizing your OTA relationships over promo parity issues.
Most hotels are savvy enough to offer these amenities to entice business away from OTAs, however, they bury these reasons several pages into their website. Or, only display them once the guests make it to the booking engine.
Your direct booking benefits need to be obvious and displayed in areas where online visitors can’t miss them. Right on your homepage, directly in your advertising (including PPC), in a prominent place on all of your marketing emails, in your employees’ email signature, retargeting ads, etc.
Here’s an example of one hotelier, Couples Resorts in Jamaica, creating perceived value in booking direct right on their home page:
Bring out your direct booking benefits front and center to amplify your chances of guests booking direct.
Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com