Mobile will represent more than half of all online travel bookings in 2016, according to eMarketer. Mobile seems to have taken over people’s lives, so it should come as no surprise that it’s having the same effect in the hospitality industry.
Tim Peter, an award-winning B2C and B2B digital marketing and hospitality expert with over 20 years of experience, spoke recently at Leonardo’s 2016 Hospitality Predictions webinar. He discussed three key trends that hotels should be aware of when it comes to mobile this year. These were the desire for quality content, the influence of Millennials and travellers’ desire to use mobile. So, how, as a hotel, can you capitalise on these trends?
Create quality content
When it comes to creating content for your website, blog and social media, you need to do more than just list hotel information, as not only will this be similar to every other hotel, but potential guests won’t even bother to read it. Instead, you need to think about what it is that makes your hotel unique, as well as what information you can share with potential guests that will convince them to make a booking with you. Content is no longer about a sales pitch, but something that needs to add value to the reader. Think about it – the two main concerns of a traveller when they make a booking is will they be satisfied, and why should they book with you specifically. So you need to use your content to answer these queries. Not only do you need to think about the written content, but the images you use as well. RockCheetah founder Robert Cole said: “Sights, sound and motion get attention and inspires. A product manager for a prominent OTA told me that despite all the conversion testing they run, the one universal truth is that pretty pictures sell hotels.” Try to create unique content and images that can show guests not only why they’ll benefit from booking with you, but how you can add value to their entire trip. Talk about nearby events and attractions they can enjoy, popular restaurants and bars and unique aspects of the destination where you are based. If you’re seen as a quality source of content for that destination, not only will you be more visible to potential guests online, but you’ll be a much more attractive choice when it comes to them actually making a booking.
Target Millennials
Millennials make up about a third of hotel guests worldwide, and it’s predicted they will reach over 50 per cent by 2020, according to eHotelier. With this in mind, hotels and the wider hospitality industry should be looking to this generation to understand the trends they need to prepare for. This group of people is the most connected that any generation has ever been, craving digital technology, contemporary design, high-quality amenities and locally-inspired ambience from their hotel experiences. As such, by closely following the needs and wants of this consumer group, hotels can be sure that they’re up to date with the latest market trends.
Capitalise on mobile
More people than ever are searching for hotels on mobile devices. So, if it isn’t already, your website needs to be mobile-optimised. In fact, Google now penalises websites if they aren’t optimised for use on mobile devices, so if you fall into this category then it’s likely that users aren’t even finding you through a search engine. Google research shows that travellers spend an average of 55 minutes booking a hotel and flights, visiting an average of 17 websites and clicking on four different search ads. Of these consumers, 90 per cent will conduct their research and booking process on multiple devices. Bearing this in mind, you need to know that whatever type of device a customer is using to make a booking, you’re not creating any barriers that will cause them to go to your competitors. You want to make sure that you’re showcasing your hotel as unique to guests. When it comes to choosing your content, make sure you know who your target audience is, and what questions they’re likely to have during the booking process. Then, show off your own unique qualities and the personality of your hotel. Do this with content that will add value to your guests and make them favour you as a brand.
The market will be constantly evolving, so you can’t stick to one strategy for too long without re-evaluating the market, but by keeping up with what Millennials are doing, you should be able to stay on top of the latest trends and remain as a leader in the hotel industry.
