Six ways to capture more reservations online

BY LYLES ARMOUR

The pandemic has caused problems for all hoteliers including glamping site owners, with significant drops in occupancy and demand. Despite that, those that continued to invest in digital marketing to drive direct bookings through their brand website and booking engine have been able to navigate the storm with success.

During COVID, many independent operations were left with no choice but to cut back on their OTA usage. In doing so, they relied on the tried-and-true process of driving direct bookings with an effective digital marketing plan, a brand website, and an online booking engine. For those properties that continued to use the OTA channels as a source of bookings, they leveraged the Billboard Effect to turn OTA visitors into direct bookers.

Direct bookings are more profitable. In fact, they can increase your room revenue by 10 to 20 percent over OTA bookings! To help you drive more direct bookings here’s are six things to consider:

HAVE A WELL-OPTIMIZED WEBSITE

The most important thing you can do today is prepare your website for Google’s “Page Experience Update” For years, Google has been informing all of us on how to improve your website to increase your search engine rankings and online visibility. Whether you like it or not, adhering to these standards is something you

will need to consider in your budget. Google isn’t going anywhere; they own 88% of all searches conducted online.

Remember, your website should highlight what is special about your glamping site. Think about how you want your guests to feel and try to send that message to people visiting your site. Before a visitor even thinks about leaving your website, they should know your COVID safety measures, flexible cancellation policies, best rate guarantee details, and have had multiple opportunities to interact with your booking engine, signup for your newsletter, or join one of your social media platforms.

“At least once a month, have a member of your staff test the booking process. This should be a seamless interaction starting from your website and completing with the reservation on your booking engine.”

ENHANCE THE BOOKING PROCESS

Traditional direct bookings start at your website with well-designed, bold calls-to-action (CTA). The reservation widget should be embedded into the content and should be on every page. Don’t be fancy, but make sure you are consistent in where your CTAs are placed to eliminate thinking and work when people are ready to book.

At least once a month, have a member of your staff test the booking process. This should be a seamless interaction starting from your website and completing with the reservation on your booking engine. Check and make sure that you are not confusing your potential guests.

Lastly, never forget the value of training your staff in the booking process. There is always a visitor who will prefer a phone call and assistance when making a booking online. Take them seriously, and make sure that your front desk staff are trained to encourage guests who are inquiring to book direct rather than through an OTA or reseller.

USE EXIT-INTENT TECHNOLOGY

Exit-intent technology, better known as pop-us, are an effective way to capture more reservations, or email signups, or to share important information and special offers. The standard is to have these implemented on your website. More advanced strategies include having them on the booking engine or being triggered by a specific webpage that someone visits.

Most agencies you work with will offer these tools to help you drive more revenue. However, if you find yourself needing to do this in-house, we recommend you use paid tools like Optin Monster, Wise Pops, or PopUp Domination. For ideas on how to use this technology read our blog “How to Use Website Pop-ups to Drive Revenue.”

LEVERAGE SOCIAL MEDIA

Facebook can be great for hotels. Facebook ads look like any other post, and when done correctly they can catch a potential guest’s imagination. Sell not just your hotel, but its location and experience, through your ads. Use Facebook’s advanced targeting tool to catch the exact people you are looking for. You can even send your ads to people who were just searching for information on or talking about the location of your hotel. Imagine that your hotel is in Charleston, South Carolina, and your ad is sent to somebody who posted “I’m thinking about going to Charleston.”

To truly maximize Facebook’s platform, make sure to set up a Facebook page that has the chat feature turned on. Then make sure that you respond to messages in a timely manner. This is something front desk people can do during downtime, so make sure that they are trained to check the site regularly and answer questions politely and honestly.

USE LOYALTY PROGRAMS

One of the advantages of getting people to book direct is that it’s easy to then market your loyalty program, like Stash Hotel Rewards. Make sure to catch people who book through OTAs as well by harvesting emails upon check-in and inviting them to join. Offer them a reward for their current stay and many people will sign up even if they have no intention of returning.

A portion of them will then think of you again if they do come back to the area. Increasing the loyalty points given for direct bookings or specific dates is a great way to drive additional revenue.

PRICE CHECKER TOOLS

One of the reasons why visitors go to OTAs and then directly to your site is because they are comparing prices. Although the actual price may be different, the comparison with other glamping sites is generally accurate. They are also using the OTA as a quick way to see what is available. When visitors go from an OTA site to your site and then book directly, this is called the Billboard Effect.

By keeping price checker tools on your own site, you reduce the number of people who go to your site, then to an OTA to compare prices...then reflexively book through the OTA because that is where they are. You want to keep people on your site as much as possible.

NEED MORE HELP DRIVING DIRECT BOOKINGS?

Download our Road to Direct Bookings Definitive Guide for a comprehensive approach for capturing more online reservations. Or schedule a demo to learn how our Ecosystem that combines our reservation software, digital marketing, websites, and proactive success consultations into one powerful tool can improve your online visibility, drive more website traffic, and capture more direct bookings!

About Lyles Armour

Lyles Armour has over 10 years of hospitality experience with a Bachelor of Science degree in Business Administration with an emphasis in marketing and computer information systems from University of Northern Colorado’s Monfort College of Business.

With his extensive knowledge in website development and marketing strategies, Lyles is either sharing his knowledge with the industry OR finding new engaging ways to share how rezStream can assists independent lodging businesses in growing their revenue and simplify operations.

In his free time, Lyles enjoys researching marketing strategies, completing ins sports (bowling and football), and most importantly spending time with his wife and two children.