People spend an enormous amount of time researching hotels, performing as many as 150 searches or visiting travel-related sites in excess of 50 times. That’s probably more time than most teenagers spend on Facebook in a week, according to Search, OTAs, and Online Booking: An Expanded Analysis of the Billboard Effect.
And if you focus only on the OTAs (online travel agents), the average consumer makes 12 visits, searches through nearly eight pages each time and spends an hour looking through 90 pages of content.
At present, the number of internet users worldwide is estimated at 2.1 billion and that of mobile users is 1.4 billion. Smartphone users are projected to number around 450 million next year.
In my earlier article travelers take different search approaches for business and leisure travel, social media and customer review are the favor methods travelers like to use.
As hoteliers, wouldn’t it be great if searchers saw your hotel’s ad, or heard about it via a social media site and immediately went to your website to reserve a room? Wonderful, is it?
But to get travelers to use your booking engine to book the rooms from your site, there are few things you need to work on. Plus if you want to get good feedback and review, you need effectively managing you own websites, especially pay particular attention to:
* Navigation – clear, simple and easy navigate can save searchers time so so travelers can quickly find the information they are looking for, otherwise they will be gone in a nanosecond and never to return if your site’s menu too messy.
* Content – give fresh, relevant, up-to-date and interesting content to attract visitors attention, put your feet into customer’s shoes and produce content from their perspective, not from your interest.
* SEO – This almost goes without saying, optimize your site’s content, when travelers start to search the information at those most popular search engines, your site shall pop up in the first or second page. And then you might have chance to get more visitors and gain more site traffic.
* Format Copy for Web Reading – at current fast track society, people in generally don’t have that much patient or have short-span attention to go through every words you wrote, they don’t actually read web copy, and they just skim it. Thus, short paragraphs, outline, limited scrolling should put into the place.
Finally, do remember to apply customer relationship management (CRM) on many channels as well, such as websites, social networks, mobile applications etc. Be aware of what people are saying (and others are reading about your hotel). Make sure the information is correct and interject where necessary to make corrections. Also, you need to be committed and engaged in social media where your customers are as well.
If you promote your hotel on the various OTAs (Online Travel Agents), you need to periodically check the information being used in the different sites to make sure they are accurate and up-to-date.