In 1991 there was no way of foreseeing the impact that social media would have on the industry. Presently, 2.3 billion people are active on social media, and that number increases daily. Companies should no longer debate having a social media presence but rather HOW to utilize the various platforms to increase the experience for your guests and value for your hotels.

As a privately owned hotel development and hospitality management company, we implement our social media plan adhering to both the guidelines of the hotel brands we work with, as well as, our own ideas about what makes social media successful in the hospitality industry. It is always a collaborative effort to investigate the evolving social media trends, new platform features, and stay aligned with what our guests hope to experience from following our hotels on social media.

Most hotels are dependent on word of mouth and good reviews from loyal guests, which is what makes social media a natural marketing and branding tool. The use of social media platforms has become widespread, and travelers consistently use social media to express pleasure or frustration about their experiences. Whether it is used intentionally or inadvertently, the leaders within the hospitality industry cannot ignore the impact of the social media paradigm on their businesses.

Here are four lessons that we learned to effectively navigate the social media world in order to market our hotels, as well as our company:

Respond, Respond, Respond

Because our hotels fall under many different brands, we are expected to adhere to each specific brand’s social media requirements. For example, some hotels prefer using Twitter and ask us to post five times per week, while others leave the decision about frequency and usage to us.

At all times, we are expected to respond and serve as communicators for the brands, which means that we understand the value of attending to EVERY review that comes in, taking on the responsibility of directing guests to the correct sources as well as those concerning customer service.

It is essential in the hospitality industry to respond to messages within a certain amount of time – usually, within the first few hours. Communication in this format should be viewed in the same way we would treat a guest who is standing at our front desk.

Treat TripAdvisor Like Any Other Social Media Platform

TripAdvisor is always considered in any hospitality business’ social media strategy. As many hoteliers know, it is a huge source of information and perception to your potential guests.

TripAdvisor ranks hotels based on three factors: recently posted reviews, the quantity of reviews, and the quality of reviews. At times, it can seem difficult to convince your guests to engage and review your hotel (unless the review is negative). Trends report that people are more apt to post about a negative experience than a positive one, but our team put a system in place in order to help with quantity and frequency of feedback from guests. We developed review cards featuring Google and TripAdvisor, and we send them to each of our hotel teams to give to guests, hoping that they will be encouraged to post about their experience on the spot.

Overall, the main standard we adhere to is to consistently make sure that all general managers at all of our hotels are aware of any and all reviews – especially the less favorable ones. This is one of the most useful tools we have in order to improve our hotel and guest service.

Improve Guest Engagement Through Campaigns

Recently, our DoubleTree in San Francisco created a campaign to encourage Facebook “likes” on its page by running a month-long competition offering a chance for bonus Hilton Honors™ points.

As points are always coveted by guests, the Facebook page received 1,500 “likes” in one month and the hotel, in turn, gave away 2,000 bonus points once a week to a random responder who had taken the time to follow the page.

Another successful campaign occurred last year around a Thanksgiving Buffet at Canyons Restaurant + Bar in our Boulder Marriott hotel. Candidly speaking, we were unsure how our audience would react to the offer, as we know that Thanksgiving often revolves around families gathering in a home. However, we posted it out on Facebook as a regular post, and drove it with the message of “a delicious buffet – without any of the dishes” and within a few days, we saw our results surpassed our initial expectations. (It might have helped that we offered – for guests of legal drinking age – a free glass of champagne!)

We then put a small amount of advertisement money behind it and made clear exactly what our restaurant would be serving, and ultimately, we had 65 people attend the buffet, and about 30 confirm that they saw it on Facebook.

Consider the Overall Guest Experience

We have learned time and again that in hospitality, people don’t necessarily care about the hotel they’re staying at (especially if it mimics others within the same brand) but they DO care what they can do around the hotel. Is it walkable to landmarks? Are hip bars nearby? Running trails? Kid-friendly stores?

We’ve found that posting videos is an easy way to get people engaged with the hotel as well as what is around it. Sometimes, hotels send us content about any events they have on property or nearby, or perhaps, if they want to showcase an employee, they will send us a picture and the content behind it. They’ll send Christmas trees and Halloween outfits to personalize the hotels so people don’t think of it as just another hotel. By posting about associates, we humanize our hotel so our great associates are given attention as well as the hotel culture itself.

As another part of our social media plan, we make an effort to share updated information on things to do in the local area, and we connect with the local businesses nearby that could advise their guests on our accommodation offerings. Is there a local landmark, attraction or tourist hotspot near the hotel? Follow their pages and promote their services to your followers. People will repay the favor.

The Greek Tourism Ministry has released the health protocols that are to be applied in all of the hotels in the country for their safe reopening and operation in the aftermath of the Covid-19 pandemic.

Recommended dates for the reopening of hotels in Greece (which have been closed since the country first went into lockdown):

June 1: Reopening of year-round hotels
June 15: reopening of all other tourist accommodation establishments (seasonal hotels and resorts)

The specifications for the reopening of Greece’s hotels apply to all types of tourist accommodation establishments regardless of technical and operational features, classification, type and duration of operation.

Every hotel in Greece is obliged to draw up and follow a protocol in accordance with the instructions of the Tourism Ministry.

General information – Mandatory actions

Action plan (hotels with 50+ rooms)

The administration / management of hotels with a capacity of more than 50 rooms are obliged to develop an action plan and individual protocols for each section of the establishment.

More specifically, the aim of the action plan is for the hotel to take measures to prevent and effectively manage suspected Covid-19 cases in order to limit the spread of the virus to staff and guests.

The action plan must comply with the recommendations of Greece’s public health organization – EODY and will be revised according to developments.

According to each action plan:
• hotel management must appoint a health coordinator to supervise that protocol is being followed and individual persons to supervise each hotel section (eg F&B, housekeeping).
• hotel staff must be trained to follow and execute on action plans
• all hotels will be required to have a doctor on call, who will act on the instructions of EODY for testing suspected cases of Covid-19. At the same time, through telemedicine, doctors will be able to monitor suspected cases.

Action plans will note which hotels have been accredited by certification bodies (optional) in terms of taking measures to prevent and treat coronavirus cases.

Operational plan for managing Covid-19 cases (all hotels)

All tourist accommodation establishments, regardless of size, are obliged to draw up an operational plan to be able to manage suspected Covid-19 cases, in accordance to the current instructions of EODY.
Each establishment must appoint a coordinator to supervise that the proper management of suspected coronavirus cases is being followed out.

EODY must be informed on the personal details of all coordinators and collaborating doctors.

Rules

Hotel staff

• All staff members must be aware of how the Covid-19 virus is transmitted; be able to provide information to guests; be trained on practices for cleaning and disinfecting identified spots; follow hygiene rules to avoid transmitting the virus (frequent hand washing, avoiding handshakes, physical distancing, avoiding contact of hands with eyes, nose and mouth and respiratory hygiene)
• Every hotel must provide each staff member with personal protective equipment (masks, gloves)
• Staff are advised to stay home and seek medical attention if they experience symptoms related to the disease, notifying the hotel’s health coordinator.
• It is recommended that staff undergo thermal screening every morning.
• If a staff member comes in contact with a Covid-19 case, they must report it immediately to the hotel’s health coordinator and be excused from work.

Hotel log book

For public health protection, every hotel must keep an updated record of staff members and all guests staying at the hotel – name, nationality, date of arrival and departure, contact details (address, telephone, e-mail), so that communication is possible if a coronavirus case is identified at a later time.
The General Regulation on Personal Data Protection (GDPR) must be observed and all staff members and guests must be informed that their information will be kept on file for reasons of public health protection.
It is necessary to record and update all events that may occur in the log book.

Communication

• All hotels must inform their employees, guests, contractors, suppliers, visitors and the general public on the measures of their action plan.
• It is recommended for all hotels to update their websites with a dedicated Covid-19 section, which will include information on the their new policy of taking increased hygiene measures, changes in opening hours of common spaces and modification of check-in / check-out duration. Hotels may also provide this information with their available means (eg in public TVs, in room TVs, on signage in the hotel and printed information at reception).

Accommodation services

Reception desk / concierge

• Staff members are obliged to follow the necessary hygiene measures (frequent hand washing), keep the appropriate distance (at least one meter from customers) and avoid handshakes.
• When requested, staff should be able to: a) inform guests on the hotel’s rules and the new measures taken to address incidents, b) provide useful information to health care providers regarding the locations of public and private hospitals, Covid-19 reference hospitals and pharmacies in the area and c) provide personal protective equipment (masks, gloves) when requested.
• It is recommended for hotels to provide information leaflets on basic health instructions translated into English, French and German. In addition, hotels can also provide useful coronavirus-information for guests through an application for mobile phones.
• Each hotel must have a medical kit available for the occurrence of an incident, which will include disposable gloves and masks, antiseptics, cleaning wipes, apron, long-sleeved robe, laser thermometer.
• Staff must be in the position to identify symptoms and report them directly to the health coordinator.
• Plexiglass windows can be placed at reception (optional).
• The reception desk must have an antiseptic for use by the customer (fixed or non-fixed devices)
• Frequent disinfection of reception desks is recommended.
• In order for all to maintain a distance of two meters from one another, the hotel should arrange the reception desk and furniture in public areas in such a way in order to keep the space open, add floor markings and properly manage queues in order to reduce waiting times.
• Queuing at reception during check-in / check-out must be avoided
• It is recommended to use electronic alternatives for check in-check out (eg mobile concierge, use of tablets that can be disinfected after each use).
• Credit or debit cards are recommended for payment of hotel costs (cash should be accepted in only exceptional cases). Bills, invoices and receipts are recommended to be sent by email.
• All key cards must be disinfected.
• Mandatory extension of duration of check-out and check-in times between stays (check out by 11am and check in from 3pm) so that rooms can be thoroughly cleaned and disinfected and aired out through natural ventilation.
• Non-hotel guests are prohibited from entering hotels.

Cleaning, disinfection, housekeeping (rooms and public areas)

• All hotels are obliged to follow enhanced disinfection and deep cleaning practices in accordance to EODY instructions. Special cleaning instructions for rooms are also provided for Covid-19 cases.
• All hotels must reinforce their sanitation services in all public areas and pay special attention to cleaning “high-frequency touch points” such as door handles and elevator knobs.
• Meticulous cleaning and very good room ventilation must take place between stays of guests.
• Guests with symptoms should be monitored (discretely).
• The frequent cleaning of rooms during the stay of guests should be avoided (this is for housekeeping staff to avoid coming in contact with possible cases and to prevent further transmission).
• The daily change of sheets, pillowcases and towels should be avoided and only carried out only upon the request of guests.
• It is recommended to remove immaterial objects (pillows, bedding) from all rooms.
• It is recommended to remove shared multi-purpose items such as menus, magazines, etc.
• TV and air conditioner controls should have disposable covers.
• Fabric surfaces (eg furniture upholstery) should be cleaned with a steam appliance.
• The doors and windows of all rooms should be opened daily for natural ventilation.
• Notification (on room doors or inside rooms) is recommended so guests are informed on when and how their rooms were cleaned.
• It is recommended to place individual antiseptic gels in each room.

Food services – Kitchens

• All kitchens in hotels are obliged to follow Hazard Analysis Critical Control Points (HACCP), an internationally recognized method of identifying and managing food safety related risk.
• Goods must be received by specific staff members who always wear gloves and masks.
• All kitchen staff members should keep distance from one another, in accordance to the requirements of health authorities.
• Entrance to the kitchen area is prohibited for the public.

Food services – Restaurants (a la carte, buffet, breakfast rooms) and bars (indoor and outdoor)

• The same rules apply as in restaurants and bars in the country, according to the current legal framework.
• All restaurant and bar managers must implement social distancing through table spacing and guest seating.

Playgrounds

The same rules apply as in regular playgounds, according to the current legal framework. Overcrowding should be avoided and social distancing rules apply.

Spa services

The same rules apply as in beauty salons, according to the current legal framework.
Social distancing rules apply (two-meter distance between staff members). Guests are allowed access only by appointment. Optional use of plexiglass windows at the spa’s reception area.

Swimming pools and other recreational water facilities

• Only outdoor swimming pools in hotels are allowed to operate, according to the current legal framework.
• Indoor swimming pools are prohibited from operating.
• Number of bathers: the crowding density in hotel pools is calculated with an index of 5 m2 of water surface per person.
• Physical distancing:
  – The layout of seats on swimming pool decks (sunbeds, chairs, sun loungers, etc.) should be such so that the distance between the ends of the seats of two people under two different umbrellas be at least 2 meters in each direction.
  – It is recommended for hotels to cover seats, tables, personal storage boxes, staff notification buttons and price lists with materials that can be effectively disinfected.
  – All seats, tables, personal storage boxes, price lists and any other items should be disinfected after a guest leaves and before used by another guest.
  – It is recommended for hotels to offer towels that will cover the entire surface and disinfect each sunbed / seat after each use. It is recommended to remove fabric surfaces from sunbeds.

Air conditioning and space ventilation

According to the Health Ministry’s guidance on “Taking measures to ensure public health from viral and other infections during the use of air conditioning units”, special attention should be shown on non-recirculation of air and allowing natural ventilation in rooms and other areas (by shutting down the system that deactivates air conditioners when doors are opened).

Venues

Conference rooms, ballrooms and event areas are allowed to operate according to the current legal framework. Rules for social distancing, seating distribution and gathering size apply. A specific number of guests are allowed in each space, depending on size.

Shops operating in hotels

The same rules apply as in shops operating inside other establishments, according to the current legal framework. Social distancing rules apply. Special floor markings should be used for guests to maintain the proper distance (1.5 meters) from one another. Other restrictive rules regard how many people are allowed in one shop, depending on size.

Public areas (outdoor and indoor)

Public areas include lobby, seating area, outdoor seating, etc. (not decks around swimming pools). Social distancing rules apply.

• Recommendation to avoid the use of elevators. Installation of disinfectants at elevator entrances and recommendation for use upon entrance and exit. Frequent cleaning of elevators especially on “high-frequency touch points” such as handles and knobs.
• Signage and floor markings must be used to remind customers to keep their distance from one another.
• Installation of antiseptic solutions (fixed or non-fixed devices) in all public areas.
• Furniture should be moved in public space layout for physical distance to be kept to avoid overcrowding (4 people / 10 sqm)
• Hotels are recommended to allow guests to park their own vehicles rather than provide a valet service. If a valet parking service remains, the valet must wear a non-surgical mask and gloves.
• Hotels are advised to examine the possibility of suspending the operation of inhouse business centers. As an alternative, hotels can provide guests with wifi access. Printing services or other business services can be provided through the connection of a personal device of guests.
• Overcrowding in restrooms should be avoided.
• Rules apply to hotels that offer access to beaches. Physical distancing rules apply for seating (sunbeds, chairs, sun loungers, etc.). The layout of these seats should be as such that the distance between two people under two different umbrellas is at least 3 meters in each direction. Bathers should be discouraged from placing towels or beach mats between umbrellas.

Transfer Service

• For vehicles up to 5 seats, the driver is allowed to transfer only 1 passenger. A second passenger is allowed only if the first passenger needs assistance.
• For vehicles up to 6 or 7 seats, the driver is allowed to transfer 2 passengers.
• For vehicles up to 8 or 9 seats, the driver is allowed to transfer 3 passengers.
• Passenger limits may be exceeded, only if the guests are parents with minors.
• Mandatory use of a non-surgical masks by passengers and drivers.
• It is recommended for drivers to provide antiseptic.
• Drivers must avoid handshakes.
• Drivers must ensure that the vehicle is naturally ventilated.
• Drivers of club cars must wear masks and gloves. The vehicles must be disinfected after each use. There are no restrictions on the number of passengers for open top vehicles (golf cars).

Η άρση των περιορισμών εκτόξευσε τις κρατήσεις πάνω από 20.000 την εβδομάδα 18 – 24 Μαΐου, ενώ θετικά επιδρά η νέα πολιτική για ευελιξία στις ακυρώσεις. Στην Ευρώπη οι περισσότερες κρατήσεις αφορούν εσωτερικό τουρισμό.

Αύξηση της τάξεως του 200% σε σχέση με το χαμηλότερο σημείο στο απόγειο των μέτρων περιορισμού για το νέο κορονοϊό, έχουν καταγράψει οι κρατήσεις για διαμονή σε καταλύματα βραχυχρόνιας μίσθωσης (Airbnb, HomeAway).

Σύμφωνα με τα τελευταία διαθέσιμα στοιχεία της AirDNA, την εβδομάδα από 18 έως 24 Μαΐου καταγράφηκαν 20.037 νέες κρατήσεις μέσω των πλατφορμών Airbnb και HomeAway για διαμονή στην Ελλάδα τους επόμενους μήνες. Στον αντίποδα, την περίοδο από τις 6 έως τις 12 Απριλίου, ο αντίστοιχος αριθμός κρατήσεων δεν είχε ξεπεράσει τις 6.672 κρατήσεις.

Το θετικό στοιχείο μάλιστα είναι ότι καθ’ όλη τη διάρκεια του Μαΐου καταγράφεται άνοδος των νέων κρατήσεων. Την περίοδο 11 – 17 Μαΐου σημειώθηκαν 15.378 νέες κρατήσεις, ενώ την αμέσως προηγούμενη εβδομάδα από τις 4 έως τις 10 Μαΐου, ο εν λόγω αριθμός είχε διαμορφωθεί σε 13.054 νέες κρατήσεις. Η τάση είναι ξεκάθαρη και έντονα ανοδική, δείγμα της ζήτησης που υπάρχει από το εξωτερικό για διακοπές στην Ελλάδα το φετινό καλοκαίρι.

Εφόσον μάλιστα συνεχιστεί η άνοδος με τον ίδιο ρυθμό και τις επόμενες εβδομάδες και, κυρίως, αν οι άνθρωποι αυτοί κατορθώσουν να ταξιδέψουν στην Ελλάδα, π.χ. τον Αύγουστο, ή τον Σεπτέμβριο, τότε οι φετινές απώλειες εσόδων, τόσο για τους ιδιοκτήτες/διαχειριστές των ακινήτων, όσο και για τον δημόσιο «κορβανά», θα περιοριστούν σημαντικά, σε σχέση με τις αρχικές εκτιμήσεις.

Επιπλέον, σημαντικό ρόλο στην όψιμη αυτή άνοδο των κρατήσεων, έχει διαδραματίσει η ευέλικτη πολιτική ακυρώσεων, που έχει υιοθετήσει η συντριπτική πλειονότητα των ιδιοκτητών/διαχειριστών. Το γεγονός αυτό έχει διευκολύνει τις νέες κρατήσεις, καθώς οι ενδιαφερόμενοι προχωρούν ευκολότερα σε μια κράτηση για την περίοδο και το κατάλυμα που τους ενδιαφέρει, χωρίς να χρειάζεται να ανησυχούν για κάποια χρέωση ή αποζημίωση, σε περίπτωση ακύρωσης, όπως συνέβαινε το διάστημα πριν την πανδημία.

Πάντως, θα πρέπει να τονιστεί ότι ακόμα και μετά την πρόσφατη άνοδο, οι κρατήσεις παραμένουν χαμηλότερα σε σχέση με την περίοδο πριν την πανδημία. Για παράδειγμα, την εβδομάδα 3 – 9 Φεβρουαρίου είχαν σημειωθεί 28.688 νέες κρατήσεις, ενώ καθ’ όλη την διάρκεια του συγκεκριμένου μήνα τα εβδομαδιαία μεγέθη κινούνται πέριξ των 27.000 – 29.000 νέων κρατήσεων. Οι περισσότερες από τις κρατήσεις αυτές (αν όχι όλες), ακυρώθηκαν τις εβδομάδες που ακολούθησαν, λόγω της διάδοσης της πανδημίας και της επιβολής μέτρων περιορισμού στις περισσότερες χώρες.

Επί του παρόντος, δεν είναι ξεκάθαρο πόσες από τις παραπάνω κρατήσεις έχουν γίνει από Έλληνες ενδιαφερόμενους τουρίστες και πόσες από ξένους. Με βάση σχετική ανάλυση την οποία πραγματοποίησε εντός της εβδομάδας η AirDNA, θέλοντας να αποκρυπτογραφήσει τα δεδομένα που έχουν διαμορφωθεί σε αυτήν την αρχική φάση της μετά τον κορονοϊό περιόδου, προκύπτει ότι στην Ευρώπη το μεγαλύτερο μέρος της αύξησης των κρατήσεων οφείλεται σε εσωτερικό τουρισμό και όχι σε διεθνείς επισκέπτες. Συγκεκριμένα, οι κρατήσεις από εγχώριους τουρίστες έχουν καταγράψει άνοδο της τάξεως του 57%, ενώ εκείνες από το εξωτερικό έχουν αυξηθεί κατά 49%.

Ανάκαμψη μετά το σοκ

Όπως αναφέρει η ανάλυση της AirDNA, μετά από το αρχικό σοκ που καταγράφηκε στις βραχυχρόνιες μισθώσεις, φαίνεται ότι έχει ξεκινήσει πλέον η ανάκαμψη. Σε παγκόσμιο επίπεδο, οι νέες κρατήσεις έχουν σημειώσει αύξηση της τάξεως του 127% κατά μέσο όρο από το χαμηλότερο σημείο που βρέθηκαν στις αρχές Απριλίου, προσεγγίζοντας το σημείο, στο οποίο βρίσκονταν τον Φεβρουάριο.

Ειδικότερα, ενώ την εβδομάδα που ολοκληρώθηκε την 5η Απριλίου είχαν σημειωθεί μόλις 916.000 νέες κρατήσεις, την εβδομάδα που ολοκληρώθηκε στις 18 Μαΐου ο εν λόγω αριθμός είχε αυξηθεί σε πάνω από 2,08 εκατομμύρια. Σε επίπεδο χωρών, τη μεγαλύτερη ανάκαμψη σημειώνουν η Νέα Ζηλανδία, η Γερμανία, η Γαλλία, οι ΗΠΑ και η Αυστραλία. Μεταξύ των ευρωπαϊκών προορισμών και συγκεκριμένα των μεγάλων αστικών κέντρων, μεγαλύτερη άνοδος παρατηρείται στις κρατήσεις προς Νίκαια (215%), Μασσαλία (186%), Βερολίνο (170%), Λυόν (129%) και Νάπολη (126%).

Ωστόσο, αυτό που είναι ξεκάθαρο από την ανάγνωση των στοιχείων, είναι και η πλήρης αντιστροφή των ταξιδιωτικών συνηθειών. Όσοι κάνουν κρατήσεις καταλυμάτων βραχυχρόνιας μίσθωσης, προέρχονται πλέον από πιο κοντινούς προορισμούς.

Αναλύοντας τις αποστάσεις, η AirDNA σημειώνει ότι στις 40 πόλεις όπου σημειώθηκε η μεγαλύτερη ποσοστιαία αύξηση των κρατήσεων, η μέση απόσταση των υποψήφιων επισκεπτών, είναι μικρότερη κατά 74%. Δηλαδή προέρχονται από περιοχές που βρίσκονται πολύ πιο κοντά, συγκριτικά με όσους επισκέφτηκαν τους ίδιους προορισμούς το 2019. Όπως λοιπόν προκύπτει ξεκάθαρα, ο κορονοϊός έχει διαφοροποιήσει τις ταξιδιωτικές συνήθειες και η αγορά που θα διαμορφωθεί στις μισθώσεις τύπου Airbnb, τουλάχιστον το 2020, θα εμφανίσει αρκετές διαφοροποιήσεις σε σχέση με το 2019.

With the rise of digital and Google travel search, the hotel customer’s journey has grown increasingly complex. Hotel managers need not only to service guests, manage rooms, availabilities, and pricing. They are now also expected to compete for guests in new channels and digital communities that emerge every day.

Research by Fuel shows that 87% of today ́s online travel consumers visit a hotel website before making a reservation. However, according to Google research, these same consumers visit an average of 18 websites via multiple devices across eight sessions before making a hotel booking.

So how can your hotel stand out from the competition?

To remain competitive means constantly being up-to-date with the latest digital marketing trends and customer behaviors. This comprehensive digital marketing guide will ensure you effectively manage your online marketing and room sales, as wells as organically generate the best possible direct results for your hotel.

What Exactly is Digital Marketing for Hotels?

For many hoteliers, digital marketing is still novel territory. Most are too busy running their business operations and leaving online sales to the OTAs to give much thought toward implementing a comprehensive digital marketing strategy themselves. However, the digital era is here to stay, and most hoteliers will agree that it no longer be ignored.

Many are starting to ask themselves how they can expand their brand online while still having the time to run their business. The obvious choice has been to hire additional staff, but this tactic is just a temporary solution because the demand for digital marketing is unstoppable and will continue to grow alongside the evolution of technology and consumer behaviors.

The breakthrough solution for this complex problem is a digital marketing architecture with tools that provide a consistent multi-channel experience to hotel guests and prepares hotels for future digital marketing demands.

The Hotel digital marketing umbrella encompasses an array of initiatives to maximize your hotel ́s online presence and increase direct sales. Such initiatives include optimizing your hotel website and booking engine, promoting your property on social media outlets such as Instagram and Facebook, and solidifying your hotel ́s presence on OTAs to acquire customers in the first place.

Why is a Digital Marketing Strategy Important for Hotels?

Let’s face it, the OTAs have invested heavily in digital marketing and technologies (Expedia deployed up to 5,000 engineers to focus solely on digital and booking optimization) to engage online travelers at every stage of the buyer’s journey.

In many cases, this has led to the monopolization of customer relationships, leaving hoteliers in a challenging predicament. In fact, research shows that 70% of online hotel bookings come from OTAs.

So how can hoteliers reassert themselves in the customer journey to get in front of online travelers and increase direct bookings? It starts with understanding the five online customer phases of behavior: