For an independent hotel or a small chain, there are no chances to compete in the battle for customer acquisition with the OTA’s or “Metas”; they have the captive search traffic (by positioning SEO and SEM), in any platform that you look at, so your acquisition strategy has to work with those traffic sources. But there is life beyond search marketing. Direct digital marketing (DDM), that eternal sidekick, is not. . .
Recommendations based on the experience of our clients In this note we suggest you to review your direct feedback settings to take full advantage of this powerful marketing tool, which goes beyond service control or being a mere proponent of online reputation. We should not confuse management of “direct feedback” (proactive management of opinions) with the “online reputation” management (reactive management of opinions). It is true that the latter, derived from the. . .
We’re not talking about getting a new customer, or maybe yes. We are also not talking about the volume of reservations that the last-minute occupation solves, of course not; But we are talking about the safety cushion that stabilizes a quality income and that grows slowly but surely, that percentage of direct sales that so connected is with profitability.
It looks like direct sales are back with a vengeance in hotels’ marketing strategies and the search for a connection with the customer is turning into one of the pillars of that strategy, not just because of the opinion leader effect that they may have anonymously but also because of the ability they have to directly attract new customers whenever they mention the hotel in their closest sphere of influence.. . .
Communication, a friendly direct sale They say that the new competitor on the hotel market scene, private apartments, differentiate in more than just the product and price: they also differentiate in customer service. And why do they differentiate in customer service? Because they’ve dusted off the meaning of the word “host.” Maybe it’s the quirks of the business (the owner is very close to the business’ operation), maybe it’s the. . .
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