HOTEL MOBILE MARKETING

Each Issue, we will be serialising a section of the Complete Guide to Hotel Marketing, an eBook by our partners, SiteMinder.com

The Oxford Dictionary defines a trend as something that is “…developing, changing, or in fashion”. And for a long time mobile bookings could be determined as all of the above.

Over the last five years there have been countless white papers, blogs, webinars, and seminars dedicated to predicting the uptake of guests choosing to book hotels via smaller screens.

Google recently announced user queries completed on mobiles have surpassed desktop as the majority Google search type.

Independent hoteliers need to do everything they can to adapt their marketing strategies, and take a mobile-first approach to attracting global guests.

Everything needs to start with a hotel’s mobile website. The experience delivered to guests before they’ve even booked a room is so important and the way a hotel’s website responds to small devices is the key to mobile marketing success.

Here are some aspects of your website that should be in place:

• Users don’t have to pinch, scroll, or zoom to see information

• Font is legible and content is concise

• The use of Adobe Flash and pop-ups are limited

• Click-to-call functionality is enabled

• Google Maps is integrated so people can find their way to and from your hotel

• Your logo is linked so it’s simple to return to the homepage

• There’s an easily accessible search bar and date calendar

• Forms are auto-filled for returning visitors

• There is contrast between images and colours that make the site beautiful

READ ONLINE & SHARE >> luxurybbmag.co.uk/hotel-mobile-marketing

Findings from Google show you need to focus on these traveller motivations:

1. 'I-WANT-TO-GET-AWAY' MOMENTS

Hotels are advised to be present when inspiration strikes. By doing a search of common queries you can see if your property features in any of the results and optimise your search engine rankings from there.

2. 'MAKE-A-PLAN' MOMENTS

Be liberal with the information you display to mobile searchers. While you want to keep things simple, you also want to give them all the information they need to choose your hotel over a competitor.

3. 'BOOK-IT-NOW' MOMENTS

You can ease the worries of guests by giving them the ability to cancel mobile bookings without incurring a penalty. You should also eliminate as many steps as possible on mobile and make it easy for people to contact you. For example, you could implement a click-to-call link or button.

4. 'WAITING-TO-EXPLORE' MOMENTS

Travellers still turn to mobile even after they’ve begun their trip. They’re looking for weather-specific information, public transport help, exchange rates, and traffic updates along with other relevant news It’s a good idea to offer travellers tips on what to do or where to eat while visiting their chosen destination.

For more information on the 4 traveller motivations, view the eBook on SiteMinder.com

BONUS TIP

It might sound simple but it’s surprising how many businesses fail to implement a mobile-friendly booking engine into their mobile-friendly website. Today’s booking engines are incredibly powerful and can integrate directly with both your website and channel management solution, via two-way integration, ensuring any direct bookings received are reflected automatically. This means inventory and rates are upto-date at all times. By putting a smart engine in place, you will be able to decrease time spent manually updating inventory and increase time spent on the more important things.