Using Viral Marketing Effectively to Increase Hotel Profit

Many hotel revenue managers have the misconception that effective viral marketing online requires a huge budget. But this is not necessarily the case as tourism authority for Hamilton Island, Queensland demonstrated. Basically, their campaign is simple: hire a blogger to talk about the island. The job, “Best Job in the World” was conceptualized. All the blogger needs to do is tour around Queensland, blog about his experiences, and get paid. The results of the campaign was astonishing, aside from the 7 million visitors recorded on the site, 34,000 people submitted their video application.

A 34-year old British guy named Ben Southall got the job. Tangible results of the viral marketing campaign are already being seen. Virgin Blue is not flying direct between Hamilton Island and Sydney. In addition, large Australian firms are also looking into the area for their events and conferences. There are some parallels between this tourism strategy and the hotel revenue management. And there are a few lessons that hotel revenue managers can use to increase RevPAR and boost profitability.

The most important aspect that should be recognized in this campaign is not the fact that they were marketing, but the fact that they were using social channels to achieve this level of success. Some tips to increase hotel profits using social media remembering that it’s not about the amount of budget you set aside – a big benefit of viral marketing is that it can create a big impact on a limited budget. In short, there’s no need to pay much to get the desired result. The main thing you need to remember is to have something worthwhile to share so people will talk about it.

Also, focus on content rather than traffic. The ultimate goal of most hotel revenue managers is to increase their site traffic, and hope that this will increase hotel sales. But to encourage people to share your products and services with their friends, content is more important.

3 Tips for International Hotel Internet Marketing

Catering to an international audience is very important in the hospitality industry. For this reason, hotel revenue management teams should look beyond their borders and look at opportunities elsewhere. A lot of yield management practices make the mistake of focusing too much on developing an English website without considering how they can promote their hotel internationally. Some of the principles in search engine optimization in English-speaking countries are also applicable elsewhere.

But it is also crucial to remember that there are cultural connotations in the wording of these sites. People will type the content differently. Improving hotel SEO means that hotels should be aware of these differences and think of ways to take advantage of it. It is challenging to optimize a hotel website for an international audience at the same time to boost profitability. There are certain guidelines that can help your online hotel distribution strategy a success though. Among these are:

Language Targeting – obviously, targeting an international audience means creating a website in that language. However, some hotel revenue managers make the mistake of simply translating their English content to another language. Direct translation would not be that effective in this case, it is important to consider accurate translation containing words international audiences use.

Register at Local Search Engines – registering at top sites like Google and Yahoo is a must. But in certain countries, there are preferred search engines that locals patronize. In addition, registering a physical address in that location may also be beneficial. It will give you the advantage of local listing. The process is pretty straightforward and is quite effective.

Relocate Your Site’s Hosting – one highly overlooked factor is where your site is hosted. Most hotel revenue managers will simply set up a virtual host in their existing server. While this is acceptable, it is important to note that Google and other search engines actually give priority to web servers located to the origin of the search. That is, if your targeted searcher is searching in France, Google prioritize the sites hosted in that country.

How Does Hotel Internet Marketing Work?

Last August 2008, the Prophis eResearch conducted an in-depth study on consumer behavior when it comes to booking hotels online. The research involved 433 American consumers and it aimed to determine how much influence user-generated content, reviews, video, and other social media influenced their buying decisions. In addition, it also tried to explore how much impact meandering search engines and other websites had on their opinion of the hotels.

In essence, the research body discovered that while people still very much value the feedback of their family and friends (it ranks number 1 in terms of influencing their hotel booking), social media comes in second. Offline and online, this proves that word-of-mouth is the top trusted source of decisions. Online, hotels can take advantage of features such as “forward to friend”, e-newsletters, and reviews to enhance their brand image and boost profitability.

There are specific steps they can implement in their online hotel revenue management promotional strategies. Among these are:

• Web Copy – some hotels stop their website efforts after the initial site has been set up. It is important to continue updating the website with press release, news feeds, and other interesting info to keep consumers interested. This can drastically help increase RevPAR and hotel sales.

• Keyword Research – any internet marketer will tell you that research should be the foundation of any hotel online sales strategy. This is because promoting your site using the wrong keywords is just pointless.

• Alt Tag Placement – each web page needs to be appropriate alt tags for search engine optimization

• Meta Tag Placement – some hotel revenue managers underestimate the value of placing proper meta tags on the website. Relevant and original meta tags have been cited as one of the top reasons why certain websites rank highly on the search engine results page. The structure of the meta-tags will be discovered by search engine spiders and when it is found relevant, it will be ranked as such.

Hotel revenue managers can benefit greatly from the hotel online marketing trend if they come up with effective yield management strategies.