In the past few years, I’ve worked with small hotels and I’ve worked with international chains. The one thing that seems to hold true every time we talk about remarketing is that there is a large lack of imagination in the hotel industry when it comes to remarketing ads and, digital marketing in general.
I know, as a hotelier that’s probably really difficult to hear. But bear with me, I’m going to run through a few ideas that might change the way that you see remarketing working into your hotels’ digital strategy in the future.
What most Hotels do
- You start out with a website that needs some digital marketing
- You hire someone (or an agency) and they put into play a strategy for digital marketing and your hotel
- The strategy includes some (usually about 2 or 3) different display ads that are used for remarketing purposes
The strategy that your agency or maybe even your internal marketing expert has put into play looks like this;
- Linda comes to your website and looks around
- Linda leaves and doesn’t reach the booking engine
- A generic ad with your branding follows them around the web and reminds them that you still exist.
Now, what’s wrong with this plan?
It’s BORING! It’s generic and its unimaginative. That’s what your digital marketing is saying about you. That’s the impression that potential customers are getting about you when they see your advertisement. That’s what you leave people with.
You’re leaving people bored.
What else can Hotels do with Remarketing Ads?
I’m not going to run through all my tricks of course but how about I give you a few quick pointers into what is possible. These are some things that almost anyone can implement. The best part about these strategies is that they’re not the stock standard boring remarketing strategies that have been used time, and time again.
So, ready to get started? Here we go;
Be Specific – Use your room pages
This is easy because it’s what should be happening instead of those boring, generic remarketing ads that are being sent out all of the time.
If Linda comes to your site and looks at your room pages and finally lands on your Deluxe Room. Stays there for longer than she has on any of your other pages or, uses that as the last page that she visits before leaving your site. There is a high probability that Linda is probably interested in that room. So why show her a generic ad?
In this system, Linda sees an ad for the deluxe room that she was looking at last night when she’s reading the news online the next day. She sees the best pictures of the room that she was looking at. Coupled with a call to action that tells her she’ll save a few dollars or have breakfast included for free and you’ve just become one of the smart hoteliers.
Upgrade Your Customers
Ok, this one won’t generate new customers for you but what it will do is generate some extra revenue. It’s a strategy as old as time; upgrading customers from their base rooms to something a little fancier. It keeps your most popular rooms (usually the cheapest, right?) free and clear for other guests to book. The customers that you upgrade get a better room and are happier for it. You fill your most popular rooms up and bring in more revenue than you would have before. Win, win.
Well, with a little creativity in our marketing strategy this makes it a win-win-win.
What if you served those customers that booked your popular rooms an ad reminding them that it’s only a little bit extra to upgrade to a nicer room; a better view, a bigger bed, whatever.
Entice those customers to upgrade themselves before you have to do it for them. Your customers upgrade themselves and put more money in your pocket, your most popular rooms are emptied out for new bookings and you track all of it through clicks and codes.
Sell Your Destination
Another time-honoured strategy for hotels and the hospitality industry in general. So, we will be implementing a new twist.
Let me be very honest about this strategy straight up. This is a long-term strategy and, it works best if it’s used for destination hotels rather than business. The aim here is to have potential customers link the destination, the excitement, the fun to your property.
This strategy relies on a solid content strategy backing it up. Detailed, interesting posts that deliver quality information to potential customers on your website.
In example, it works like this; Linda comes to your website again clicks around but doesn’t book. She never spent a lot of time on any of your rooms pages but looked quite a bit at your facilities and location.
We might assume then from this that she’s looking at your hotel for convenience and comfort over price. Promoting this content, promoting these benefits could lead indirectly to people considering your hotel