As you know, digital retargeting ads are crucial to recapturing abandoned bookings from travelers who showed initial interest in your hotel.
Retargeting ads follow visitors after they leave your website and visit other sites online, keeping your property top of mind and inspiring the guest to return to your direct site and book.
But, it’s not all about designing pretty, eye-catching banners or throwing large fistfuls of cash to fund an aimless campaign. Successful hotel retargeting requires deliberate action and smart tweaks to reap the maximum ROI.
Here are three advanced tactics that most hoteliers don’t take advantage of to corral more bookings from the 98 percent of visitors who abandon your website:
1. Deliver Different Ads for Different Interests
Success has no time for laziness.
Don’t simply create a gorgeous, yet generic ad that you assume appeals to everyone. Every guest is different with varied interests and various reasons to travel. Behavioral targeting means delivering different ads tailored to a visitor’s actual behavior on your hotel’s website. Think about it. It makes no sense to serve up a romantic getaway ad to a meeting planner who spent time looking through your venue galleries, or to create an ad banner showcasing your golf course and delivering that to someone scanning your spa menu.
2. Personalize With the Right Date
Investing in retargeting software that connects directly to your hotel booking engine means you can do some pretty brilliant things. Our favorite retargeting tactic is grabbing the check-in date that the traveler themselves typed into the booking engine and using that to customize and personalize the retargeting ad.
Check out this example from The Quirk Hotel, an art-infused boutique hotel opening in September 2015 in Richmond, Virginia.
Delivering an ad that includes the guest’s travel dates will resonate more with the guest and will have more of an impact on their buying decision.
3. Know When to Stop
Time is an often forgotten dimension in ad retargeting. Frequently, hoteliers waste their marketing dollars on visitors who have already booked at another hotel entirely. But how do you know if a visitor has selected another property, you ask?
Easy. Just look at how much time has passed since they visited your hotel site. Most likely, if they were on your website 30 days ago, this means they’ve booked someplace else. Other times, when online visitors plug in their travel dates on your booking engine, you should cease your retargeting ads at least seven days (or longer if your typical booking window is longer) prior to their check-in date.
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