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: By only focusing on what works, you’re hurting your hotel’s revenue. Instead, find out what makes visitors abandon their bookings and fix it.
It’s a seemingly profitable hotel marketing tactic: Find what works and keep doing it.
Our advice: Don’t rely solely on this method.
Or, solely on your current customer database.
By only focusing on how past guests successfully landed on your website and booked a room, you’re ignoring the thousands of others who didn’t “survive” your booking process and booked elsewhere. It’s an overly optimistic view that hides whatever is stopping you from capturing even more direct bookings.
In addition to celebrating what IS working, also dig into what IS NOT working, to increase hotel revenue.
Why did they leave?
What could have made them stay?
Closely monitor the points of booking abandonment. Leverage your website’s analytics or heat mapping software like HotJar to find out exactly where potential guests decided to bounce.
Is it on the homepage?
The accommodations page?
Or, the transition from your website to the booking engine?
Find out where you are losing potential guests on your website and pinpoint the issue. Perhaps your photography doesn’t inspire guests to move forward. Or, the hotel copy is generic, long-winded and not written to convert. Or, perhaps you’re driving people away with an inconsistent experience when guests finally press ‘book’.
If you want to thoroughly optimize your hotel’s most successful conversion methods, consider the entire audience — those who booked and those who bounced.
Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 34th year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com