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8 Ways to Increase Revenue at Your Independent Hotel.pdf

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8 Ways to Increase Revenue at Your Independent Hotel.pdf

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In this webinar recording, we walk through eight ways rezStream has successfully helped independent hotels, B&B, resorts, and vacation rental owners make it easier for them to find guest online, manage guest interactions, and increase revenue.

Join rezStream for a journey and learn:

• What we optimize for Google
• How we improve search engine visibility
• The results we’ve driven with Facebook
• Why we focus on direct bookings first
• Tips that help with guest communication
• Key ways to streamline guests’ operations

In this webinar recording, we walk through eight ways rezStream has successfully helped independent hotels, B&B, resorts, and vacation rental owners make it easier for them to find guest online, manage guest interactions, and increase revenue.

Join rezStream for a journey and learn:

• What we optimize for Google
• How we improve search engine visibility
• The results we’ve driven with Facebook
• Why we focus on direct bookings first
• Tips that help with guest communication
• Key ways to streamline guests’ operations

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8 Ways to Increase Revenue at Your Independent Hotel.pdf

  1. 1. 8 Ways to Increase Revenue at Your Independent Hotel
  2. 2. Overview 2 www.rezStream.com About Me About rezStream 8 Ways to Increase Revenue Recap Q&A
  3. 3. Lyles Armour Jr www.rezStream.com 3 Marketing Director 10+ years in hospitality Texas born. Colorado raised. Enjoys football, family and researching marketing strategies
  4. 4. About rezStream www.rezStream.com 4 Small company of caring and passionate individuals View ourselves as an extension of your team 100 years of combined industry experience Software, booking engine, marketing and websites for independently-owned properties
  5. 5. 8 Ways to Increase Revenue 1. Optimize for Google 2. Conduct Keyword Research 3. Participate in Google AdWords 4. Use Facebook to Drive Results 5. Use Technology to Improve Communication 6. Focus on Driving Direct Bookings 7. Try Advanced Booking Engine Techniques 8. Meet Them Where They Want to Book 5 www.rezStream.com
  6. 6. ▪ Google Business Profile ▪ Google Ads Hotel Ads ▪ Google Free Booking Links ▪ Google PageSpeed Insights ▪ Google Analytics #1 What we optimize for Google
  7. 7. Google Business Profile Sample Footer Text 7
  8. 8. Google Hotel Ads This paid advertising program offers ✓ Real-time availability and rates ✓ Improved visibility in ▪ Google Search ▪ Google Maps ▪ Google Assistant ▪ Google Hotels www.rezStream.com 8
  9. 9. Google Free Booking Links Yes – FREE! These Free Booking Links let potential guests search on the Google interface. ✓ Guest are redirect to your booking engine ✓ 100% direct bookings FROM GOOGLE ✓ Similar visibility to Hotel Ads ▪ Google Search ▪ Google Maps ▪ Google Assistant ▪ Google Hotels Sample Footer Text 9
  10. 10. Google Free Booking Links C L IENT # 1 • Budget spent on campaign: $0 • Number of potential guests: 310 • Number of reservations: 14 • FREE revenue generated: $5,880 C L IENT # 2 • Budget spent on campaign: $0 • Number of potential guests: 880 • Number of reservations: 14 • FREE revenue generated: $9,550 10 www.rezStream.com
  11. 11. Google PageSpeed Insights How do you measure against Google’s Core Web Vitals ❑ Loading Speed: Largest Contentful Paint (LCP) Measures the time between the initial page load and when the page’s main content is visible on the page. Should strive 2.5 seconds. ❑ Interactivity: First Input Delay (FID) Measures the responsiveness of each webpage from the users first interaction to the time it takes for the browser respond. A good is less than 100 milliseconds. ❑ Visual Stability: Cumulative Layout Shift (CLS) Measures how often a user experiences a layout shift. A good user experience score is less than 0.1 www.rezStream.com 11
  12. 12. Google Analytics 12
  13. 13. By knowing which channels are most effective, you can invest more resource and achieve a higher return on your investment. 13 www.rezStream.com
  14. 14. By understanding your guests buying journey, you can set better priorities on where to allocate your resources. 14 www.rezStream.com
  15. 15. By understanding how many interaction it takes to complete a booking, you’ll have a better idea on ways you can use technology to assist conversions. 15 www.rezStream.com
  16. 16. #2 Google Keywords #3 Google AdWords How we improve search engine visibility
  17. 17. Google Keywords
  18. 18. Google AdWords To maximize the effectiveness of each take advantage of all your options. ✓ Final URL → Where are they going. ✓ Display Path → Customizing your Final URL. ✓ Headlines → Get their attention (up to 15 variations). ✓ Descriptions → Standout and meet their needs (up to 4 variations). ✓ Images → Show them what they are getting (up to 3 photos). ✓ Sitelinks → Drive your desired outcome (min of 4 resources). ✓ Additional Assets → Set yourself apart from the competition. www.rezStream.com 18
  19. 19. #4 Results we’ve driven with Facebook
  20. 20. Before… July 8 – August 7, 2022 20 www.rezStream.com
  21. 21. Understand pasts posts performance • Look at each posts to see; • How many Likes did it generate? • How often was it shared? • How many people did we reach? • What was the over all engagement? By understanding these things, you can map out custom tailored content for your audience that is meaningful, and results driven. 21 www.rezStream.com
  22. 22. Establish a creative performance plan • Created a guideline for scheduling your content monthly. • Create a daily post breakdown for each post throughout the month. • These conceptual posts will add variety throughout our social media platforms and attract more visibility to our brand. • Be ready to act quickly with organic posts of things that happened TODAY! www.rezStream.com
  23. 23. After working with rezStream August 8 – September 23, 2022 23 www.rezStream.com
  24. 24. Using technology….. #5 Tips that help with guest communication
  25. 25. Engage with Text Messaging ❑ Step 1: Integrate messaging into your property management system. ❑ Step 2: Welcome guests personally with pre-arrival messages. ❑ Step 3: Use contactless online registration to streamline the check-in process. ❑ Step 4: Set up automated replies to frequently asked questions. ❑ Step 5: Set up customized scheduled messages. ❑ Step 6: Notify guests about special offers, events, or activities. ❑ Step 7: Ask for feedback at the end of the guest stay. 85% of people prefer messaging over calling to communicate with others. About half of all phone calls go unanswered, while 98% of text messages are opened. www.rezStream.com
  26. 26. Website Popups www.rezStream.com Fun Fact In reviewing the website of all registrants for today’s webinar: ➢ 85% are not using website popups
  27. 27. Website Popups www.rezStream.com
  28. 28. Encourage Good Reviews ▪ Send a follow-up email 2 days and 1 week after the stay. Ask them for a review. ▪ For guests flagged as VIP seek their review in exchange for a gift certificate. ▪ Respond to your reviews, good, bad, and indifferent. ▪ Give them multiple place to leave a review (Google, social, website, comment card, etc.) 28 www.rezStream.com
  29. 29. Build Social Proof www.rezStream.com Fun Facts In reviewing the website of all registrants for today’s webinar: ➢ 93% on Facebook ➢ 74% on Instagram ➢ 26% on Twitter ➢ 19% on Pinterest ➢ 11% on YouTube
  30. 30. The #BookDirect movement is a social media-based campaign that is designed to encourage lodging properties to promote booking direct options to prospective guests #6 Why we focus on direct bookings first
  31. 31. Direct bookings are 12.5% more profitable! 31 A study by HotelTechReport and Kalibri Labs analyzed 80 million transactions from 18,000 hotels in its proprietary database. www.rezStream.com
  32. 32. Complete control of the booking process • Searchers intent (keywords, ads, Google profile) • Establishing your brand (images, messaging, pricing) • Selling your unique offering (location, amenities, services) • Gathering guest information (contact details, interests, special requests) • Sharing promotional offers (specials, packages, partnerships) • Direct bookings (100% commission free!) • Guest nurturing (pre-stay, onsite, and post-stay, emails) 32 www.rezStream.com Fun Fact In reviewing the website of all registrants for today’s webinar: ➢ 26% are missing detail pages for each room or room type. ➢ 81% are missing individual unit booking calendars.
  33. 33. Leverage the Billboard Effect A C C O R D I N G TO E X P E D I A G R O U P, 6 5 % O F C O N S U M E R S W H O B O O K E D D I R E C T LY W I T H A H OT E L V I S I T E D A N OTA P R I O R TO T H E I R R E S E R VAT I O N . This OTA-to-brand-hotel relationship is one you will need to master if you want to reduce your reliance on OTAs and associated commission fees. ✓ Chose the right OTA ✓ Update your listing ✓ Optimize your website ✓ Collect guests’ emails ✓ Stay in touch www.rezStream.com
  34. 34. Encourage direct bookings • Promote your DIRECT BOOKING message on all OTA listings. • Have a dedicate book direct benefits page. • Send bi-annual emails to your database about booking direct. • Share with followers the advantages of booking direct. • Have a plan to turn OTA reservations into direct. 34 www.rezStream.com
  35. 35. Greater ability to increase revenue per reservation PA C K A G E S & A D D - O N S G I F T C E R T I F I C AT E S Nearly half of Americans have $21 billion in unused gift cards, CreditCards.com survey finds. • 47% have one unused gift card • $175 is the average unspent gift card amount 35 www.rezStream.com
  36. 36. #7 Booking Engine Advance Techniques #8 Meet Them Where They Book Ways to streamline guests’ operations
  37. 37. What Happens When a Guests Says “No”? Reach out and double check to vet their interest with Booking Abandonment strategies. ▪ Send a follow-up email 2 days and 1 week after the stay. Ask them for a review. ▪ For guests flagged as VIP seek their review in exchange for a gift certificate. ▪ Respond to your reviews, good, bad, and indifferent. ▪ Give them multiple place to leave a review (Google, social, website, comment card, etc.) On average 65% of shoppers will abandonment their cart. 37 www.rezStream.com
  38. 38. How do you always get the most revenue? Yield management, or revenue management, is the practice of understanding your supply and demand over time to optimize your rates for the right circumstances. Major components include: ❑ Seasons ❑ Time ❑ Capacity ❑ Rate ❑ Customers When demand is HIGH, increase rates and/or require min-night stay. When demand is LOW, offer a special rate or package and/or promote longer stays discounts. www.rezStream.com
  39. 39. PROS ✓ Expanded reach to increase occupancy ✓ Generate more low season bookings ✓ Will sync with your reservation software CONS ▪ Commission fees (as much as 20%) ▪ Customer services issues ▪ Cancellation rules ▪ Loss of business According to Expedia Group, 65% of consumers who booked directly with a hotel visited an OTA prior to their reservation. www.rezStream.com
  40. 40. Recap 1) Take full advantage of Google Business tools. They will help you establish your brand in the worlds leading search engine. 2) Have an active marketing program that is constantly optimizing your site for terms and paid search ads. 3) Don’t ignore your social footprint. Engage with past and future guests with a plan that allows your brand to be in front with your message, amenity, and service offering. 4) Leverage technology tools like popups and text messaging services to enhance guest communication. 5) It cost less to drive direct bookings. Always find ways to optimize for conversion and build your visibility online. 40 www.rezStream.com
  41. 41. Q&A K N O W L E D G E I S P O W E R
  42. 42. Visit the rezStream Education Center for webinars recordings, past blogs, and resource guides. 42 rezStream.com/Education
  43. 43. Thank You Lyles Armour, Marketing Director Please forward all questions regarding this webinar to: • Sales@rezStream.com • (303) 872-0220 • www.rezStream.com 43 www.rezStream.com

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