In association with
might show me] if we’re having some issues with Facebook but Google is doing really well. All of the statistics are here,” he says. “Ultimately all of our decision-making is done on the back of these facts.” Most consumers do their travel planning
online, with the majority on mobile, points out Tina Markowitz, vice-president of global dig- ital strategy at hospitality tech specialist Cen- dyn. It is crucial operators have the right tools and expertise to reach their audience effectively. “The hospitality industry has become more competitive than ever, especially after the Covid-19 pandemic, with travel and tourism booming,” she says. Hotels “need to be visible to the right audience, at the right time, and dif- ferentiate themselves to reach qualified cus- tomers and attract more guests to their door”. “Moreover, digital marketing helps hoteliers
to convert travellers into booking directly,” she explains. “The goal is to place the hotels’ offers
Five tips for digital success
Christophe Pereira, vice-president of eCommerce sales at Cendyn, offers his top advice on how to fuel growth online.
Have an efficient website that reflects your unique branding It must be both fast and connected to your booking engine, as you get 40% fewer conversions for every second lost. Design- wise, the website should be sleek, customer- centric, and responsive (70% of travellers' research is now done on mobile) with a fluid customer journey and visible calls-to-action.
Be visible on search engines You need effective search engine optimisation and search engine advertising campaigns that are designed to attract qualified traffic to your website and make it your prime booking channel.
Be present on price comparison sites with metasearch campaigns Around 72% of travellers use metasearch in their booking process – don’t miss out on a pool of future guests already interested in booking with you.
Automate customer loyalty with personalized marketing Keep your customer relationship management as the centerpiece. Keep the conversation going with your existing customers and nurture the relationship to entice them to come back and book directly on your website for their next trip.
Level up and optimise your data Get the right metrics to better track campaign performance on a personalised dashboard (cost of acquisition, conversion rate, number of bookings and online sales, segment-based revenue). You can then adjust your digital marketing accordingly to exceed your online selling goals.
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