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:
Start applying basic digital marketing tactics to enhance traction with the corporate/business transient segment.
2018 is going to be a hot year for corporate travel.`
The Global Business Travel Association and Carlson Wagonlit Travel 2018 forecasts predict corporate travel spending will increase by 6.1 percent this year, up from the expected 2017 increase of 5.1 percent.
However, despite the growth, don’t expect corporate travelers to be drawn to your hotel on their own. You’ll need to sharpen your plan to attract their business.
Here are FOUR easy ways to grow your hotel’s business travel bookings in 2018:
- Make Your Business Benefits Obvious
According to a report by Concur and GBTA, 7 out of 10 travelers booked outside of their company’s channels at least once in 2017. So, even if you are a leisure property, it makes sense to showcase your business amenities thoroughly to this massive segment.
Create a page on your hotel website just for business travelers. Offer solutions and packages for corporate travelers, such as offering free early/late checkout, complimentary in-room WiFi, and complimentary breakfast.
- Send Only Targeted Email Campaigns to Corporate Travelers
Generic emails promoting resort services are not relevant to business road warriors. Instead, tout your airport shuttle, morning breakfast buffet, parking and nearby transportation options, business center, list of company headquarters in your area, ironing and laundry services, area eateries with grab-and-go options and your 24-hour fitness center.
3. Optimize Your Website With Corporate Search Terms
Be deliberate with your hotel website content and write in terms that are relevant to corporate travelers. Create a business FAQ page that answers questions that business travelers are apt to ask. Highlight all of your amenities that are vital to corporate travel. Not only are you offering relevant content to this audience, it can be a magnet for SEO traffic.
4. Create a “Bleisure offer”
Create an offer solely for business travelers that extends the corporate rate a few days before and after their reservation. Then, consider adding on simple perks during those extra days that address “bleisure” needs such as complimentary breakfast, a late check-out, passes to a nearby gym (if your property doesn’t offer a fitness center) and a calendar of unique/authentic local events happening nearby.
Once the offer is created, use your CRM system to share the offer with all guests marked with corporate rate codes in your PMS before their stay. Include the offer in their pre-stay email, remind them at check-in and if possible… leave them a note during their stay.
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