Hotel Lookers to Bookers
Over the past few decades, digital hotel marketing has become a critical component of any comprehensive marketing approach due to its complexity. This complexity arises from the necessity to incorporate characteristics of an e-commerce operation, given that hotel rooms are products offered for sale, as well as the need to highlight available services at the destination. As the provider of these rooms, hoteliers must manage the reality that potential buyers' intent may not be clear - they might have already booked transportation or pre-selected their preferred destination, adding a dynamic and mutable aspect to the sales process, making it more challenging.
Apart from the fundamental marketing plan, which every hotel business must possess (that involves segmenting audiences, selecting target groups, and defining final targeting), a hotelier is also obliged to align this plan with the strategies of agents (organized contracts) on both domestic and international levels.
Before devising the pricing policy, the hotelier or the accommodation manager must make a definitive decision on the hotel's placement. This decision is usually annual, particularly for seasonal hotels. Therefore, the marketing plan must anticipate targeting those who have visited the primary sales channel (the hotel's website) or other sales channels (like Booking.com, Expedia, etc.) - the so-called Lookers - and persuade them to make a purchase, transforming them into Bookers.
This process directly connects to Revenue Management, involving the examination of the hotel's occupancy and average daily rate (ADR). At RevitUp, we monitor the business data as well as that of the competition around the clock to forecast demand and enhance the revenue of the business.
Our approach to digital hotel marketing at RevitUp incorporates three crucial aspects:
a) Visibility: Ensuring the hotel's presence is prominent and easily found.
b) Quality of the visitor: Determining how much the visitor is willing to spend.
c) Revenue and profit of the hotel: This is derived from direct online sales.
Through our refined understanding of yield management and a keen focus on turning Lookers into Bookers, we optimize these factors to drive success in the modern hospitality landscape.
