Standing out from the crowd has always been a perpetual task that demands any hotelier’s full attention, but it has become even more apparent in the post-Covid-19 era.
The myriad marketing, sales and operational tools available on the market have enabled hoteliers to make quick profits in the past, but unfortunately mediocre strategies and standard approaches are no longer enough.
This brings us to the real question: which hotel management The actions will really help us differentiate ourselves from the rest of the hotel market and thrive in the post-Covid-19 era.¨
prioritize
First, get your facts straight Before you decide to take action and implement anything, and don’t worry, we’ve got you covered by giving you some top tips in this article.
As always, at XOTELS we emphatically insist to our clients that no decision is the right one without research, data and a plan to back it up.
Personalization
Taking a chance and taking the risk of not having personalized offers today will almost certainly have a direct impact negative impact on performance.
Without it, your hotel guests are likely to experience another generic and uninspiring stay that’s likely to get buried deep in the pile of forgotten memories.
Not only do mediocre experiences fail to generate revenue, but also who tells others about your stay if it was anything less than spectacular.
ways to customize
Although personalization can mean many things, it’s important to first understand the two nuances of the personalization story, one of which is technology and the other is the human element.
Technology (mostly in the form of a good CRM/CRS/PMS system) will play an important role in both executing and controlling the deployment of personalized offers in your hotel. Without it, your success rate will likely suffer as your team can only track a limited number of things at one time.
the human touch
Now that we’ve covered the technology side, it’s important to address the importance of the human touch that is so crucial to personalization in hotels.
Providing a good guest experience is something any hotelier will tell you is the main selling point of their hotel. Unfortunately, I have to disagree and have to conclude that the market still has miles of improvement potential ahead.
One of my favorite ways for hotels to embrace personalization revolves around being able to fully adapt to guest preferences from the start, every time.
I like to call it the “Inclusive Guest Experience“, simply referring to immersing guests to really deliver that special and unique experience they crave.
The key role in achieving this is played by the hotel team.
Think about the feeling you had after getting that personal tip from the concierge about that romantic little restaurant that served you the best food you’ve ever had. Now that is an experience that will last a lifetime.
Focus on scaling this through the help of your staff, allowing them to become that person guests can go to for anything, like a concierge. Empower and train staff to offer that extra level of service. This way, any guest can experience the same thing (multiple times) during their stay.
Many hoteliers wonder about the financial viability of this initiative, but thinking differently is important here. If you are on a budget, think of creative ways that still allow for similar ways to surprise the guest with something personalized.
An example could be a personalized itinerary and recommendations based on guest preferences, which can be quickly created from a template and easily modified after interacting with the guest.
Be creative!
(Read more on this topic in our recent article: Top 5 Essential Hotel Management Tips for the Perfect Guest Experience).
Marketing: the key to make your hotel stand out
Making your hotel stand out from the crowd cannot go without addressing marketing, particularly given some developments that should not be left off the agendas of today’s hoteliers.
SEO is key!
There is no doubt that people will continue to search regardless of any crisis, and it is up to hoteliers to funnel as much traffic as possible by being fully optimized.
A key element is to aim to the right keywords. Staying on top of the right keywords, constantly evaluating which ones are the most valuable and profitable to basically drive the most “visitors” to your website.
Don’t forget to look beyond the obvious, like your brand keywords, but really consider the search intent of potential customers.
You can attract a considerable amount of traffic through blogs, where visitors are inspired to visit your hotel and its surroundings. Not only will you get them to book, but at the same time you will inspire them with activities and other potential add-on revenue drivers.
Keep in mind that if you have some successful blog articles that get a lot of traffic, it will help you gain authority on Google, which will subsequently help boost your top product pages.
Website experience
I’m not familiar with Google Page Experience Update yet?
Don’t make the mistake and risk losing your position heavily. Google is taking the page experience a step further, which is essentially a good thing, as it’s all about improving the search experience and reducing the likelihood that you’ll lose conversions.
Also, make sure you don’t forget your mobile! This is where most hotels still have a lot to gain.
Don’t forget your previous hotel guests…
Hoteliers, this is your gold mine…
make sure to be a step forward when it comes to your past hotel guests. Be sure to cover all areas from Effective collection of email addresses.recording guest preferences, to create well-developed retargeting campaigns, all while delivering value through personalized offers to engage your audience.
social media
Last but not least, social media can offer the visual exposure you need.
My advice? Don’t fall into the influencer trap…
Especially now, resources can be better spent elsewhere. Instead, focus on delivering exceptional experiences that will drive word of mouth.
Final word: evaluate, prioritize and make your hotel stand out!
In general, there are many opportunities for hotels. stand out, and it’s up to hoteliers to make the right decisions to succeed.
Good luck to you in your endeavors!
Health,
Patrick Landman
