There is no doubt that hoteliers need to invest their marketing efforts and budgets in the direct online channel, according to HeBS Digital 5th Annual Benchmark Survey on Hotel Digital Marketing Budget Planning and Best Practices. Especially today, with hotel distribution ideas and channels entering the picture such as flash sale sites. These are not only detrimental to the hotel industry from a pricing and branding perspective; they also do not make any economic sense.
Hoteliers need a robust direct online channel strategy accompanied by adequate marketing funds to be able to take advantage of the steady growth in the Internet channel and the shift from offline to online bookings in hospitality due to declining GDS and voice channels. Hoteliers must carefully employ ROI-centric initiatives including website redesign, website optimisation and SEO, SEM, email marketing, online media and sponsorships, mobile marketing and proven social media initiatives.
Furthermore, due to the fact that today’s travel consumers live in a perpetual “digital information cloud,” hoteliers need to employ multi-channel marketing and distribution strategies. Multi-channel marketing has become the foundation for a smart direct online channel strategy. In this environment, the hotel website, SEM campaigns, email marketing, social media presence, mobile, etc. have a symbiotic relationship. Hoteliers should not attribute all revenue to the last click, and should understand that unleashing a marketing promotional campaign simultaneously across all available marketing channels produces far greater returns than each individual marketing format alone.
Mobile marketing has quickly become a very important tool in the hotelier’s digital marketing arsenal. More hoteliers fit a mobile site into their 2011 planning (37.5 percent) and a mobile booking engine (37.5 percent) this year.
Over the past two years, the mobile channel has become an important travel planning and transaction channel in the U.S. and worldwide. Hotel guests and travel consumers in general are mobile-ready, and hoteliers and travel suppliers have to respond adequately to this growing demand for mobile travel services.
By 2014, mobile Internet users will surpass the number of desktop Internet users. The most important statistic though is the number of smartphone users. Smartphones are changing how we do business in hospitality, how we market, how we service customers. There are nearly 75 million smartphone users in the U.S. alone; their number will exceed 100 million by 2014.
Where is the ROI?
Of all hotel digital marketing initiatives in the survey, hoteliers believe that website optimization produces the highest ROI. Social media however, introduced as its own category this year – was not far behind at 43 percent. This shows a dramatic change in the perception over the past few years of how much revenue Facebook, Twitter, etc. really generate. While social media is not a distribution channel, it is increasingly becoming an important customer engagement channel. Whereas in the past hoteliers were skeptical as to whether social media should even play a role in their Internet marketing strategy, today it is one of the fundamentals.
This article first appeared on EyeforTravel