Direct sales are one of the main sources of revenue for any hotel. If your communication channels aren't optimised, whether because you can't devote time or money to them, securing direct bookings is no easy task. For that reason, many hotels rely too heavily on OTAs and tour operators, letting them take a large slice of the pie.
There are many factors that influence a customer's decision when booking a hotel, and if they aren't taken into account, you could be missing out on a great business opportunity.
Are you making any of these 7 mistakes? Let's get to it!
You don't have a website optimised for bookings
Your website should be your hotel's shop window and, for that, it's very important that it's optimised for bookings, so that it's easy for customers to find the information they need and make a booking. In other words, the User Experience must be top-notch. Make sure your website includes a clear and concise booking form, that the purchase process involves as few clicks as possible and that the sections on rates and booking conditions are easy to access.
You aren't offering value or experiences
Users and potential customers see information and advertising constantly. To capture them you must offer them something more than a competitive price or a comfortable room. Bring to life the experiences your hotel can offer through content created specifically for the purpose. Invest in audiovisual material for your hotel and make sure you capture its energy and personality in each and every image you promote.
You don't have an online marketing strategy
If you've read our blog and know our platform, you'll be well aware that online marketing is a highly effective tool for any business. With a good strategy you can reach new customers and promote your hotel. It includes actions such as creating relevant content, optimising your website for search engines (SEO) and online advertising.
You don't use a CRM for hotels
One of the most effective tactics for increasing direct sales is to use a CRM that lets you collect data, segment correctly and send communications to your customers at the right moment. At Fideltour we know that using a CRM for hotels helps increase direct sales by up to 41%. That means the net amount stays with your hotel and, in addition, you offer quality information to your customers, improving and increasing your brand reputation.
You don't have a loyalty programme
A loyalty programme is an excellent way to reward your regular guests and encourage them to return. A well-designed loyalty programme can help you increase direct sales, since regular guests tend to book directly with the hotel. Were you thinking of implementing one in your 2024 strategy? Discover Fideltour Loyalty.
Your customer service could be better
Communication with the customer throughout the process is key to earning their trust. If, during the booking process, your customer can contact your hotel through every possible communication channel (email, instant messaging, phone, etc.) and gets answers to their questions as quickly as possible, their final purchase decision will be shaped by the support they received beforehand.
You're targeting the wrong audience, in the wrong format
Times change and users' needs and demands are increasingly varied. As hoteliers, we must keep up to date with trends on social media and digital platforms to know how to address our potential customers. Not all age brackets need the same stimulus, nor is every stimulus applicable to a single age bracket. Adapt your message and content to each segment and analyse what works best for each of them. (Don't be afraid to think out of the box!). Fideltour's Social module lets you manage your hotel's social media and turn every interaction into an opportunity to build lasting relationships with your community.
How to turn these mistakes into milestones?
To avoid these mistakes, it's important to have a well-defined direct sales strategy. This strategy must take into account the factors that influence a customer's decision when booking a hotel, and an effective way to identify those mistakes is by thoroughly analysing your marketing and communication strategy and your guest's current Guest Journey.
To create a good marketing strategy, you can start by defining the following concepts:
Your target audience: who are your ideal customers? What are their needs and desires?
Define your objectives: what do you want to achieve with your direct sales strategy, and in how much time? Are they attainable?
Develop an action plan: what actions will you carry out to achieve your objectives?
Track and measure the results: It's important to track the results of your direct sales strategy in order to assess its effectiveness and make the necessary adjustments.
Discover everything you need to build a marketing strategy in our free e-book ðŸ˜
How about giving your hotel's marketing a real push? 😎​
We've gone all in on this article, so we hope it's been helpful. Remember that you too can implement an improved strategy for your hotel using Fideltour's hotel marketing module. Send relevant information to your guest and increase your direct sales. If you'd like personalised support, get in touch with the Fideltour team — we'll be delighted to help you!
