11 hotel eCommerce strategies for selling more rooms online
Travel is just one of the many products that more and more customers are purchasing online these days. But internet travel booking is not the same as other online purchases, such as apparel and electronics. Vacations carry significant financial, physical, and leisure time risks for travelers. Furthermore, if a hotel accommodation falls short of your expectations, it cannot be returned. Because of this, travelers frequently exercise extra caution while making vacation plans, consulting several travel websites, and weighing their alternatives and prices.
Lodging operators need to give guests a clear, compelling picture of what to expect and the assurance that they are making the right decision in order to persuade them to book their facility. And a thorough, multichannel eCommerce plan is the source of that.
Here we share strategies and best practices for capturing more bookings through hotel eCommerce.
What is hotel e-commerce?
In the hotel industry, eCommerce refers to the buying and selling of accommodation and related services over the internet. eCommerce sites comprise online travel agencies (OTAs), metasearch engines, hotel websites and booking engines, and other online venues where hotels promote and sell rooms.
The internet is sometimes referred to as the great equalizer, but in actuality, large hotel chains and online travel agencies control the majority of the industry. Indeed, two of the biggest e-commerce sites in the world are Expedia and Booking.com. Therefore, even though the internet doesn't quite level the playing field, it does give smaller players—such as boutique hotels, inns, guest homes, hostels, bed & breakfasts, and short-term rentals—many chances to draw in the clientele they require to succeed.
Why eCommerce is important for lodging operators
As per Statista, online bookings account for 69% of the entire revenue generated by the travel and tourism industry worldwide. This revenue is expected to reach $521 billion in 2023, up from $475 billion in 2022. Because the majority of tourists plan their travels and make their reservations on eCommerce sites, hoteliers need to have a strong online presence on these platforms. Properties must be visible to these visitors at every stage of their trip, from inspiration to reservation, in order to draw them in.
eCommerce platforms offer chances to boost exposure and draw customers at every point of contact, assisting in the expansion of your company. The best part is that these websites are always open, so you can get reservations even while you're asleep!
Nevertheless, visibility alone is not enough for eCommerce success. Moreover, it's about offering a seamless reservation process. Expectations from guests are higher than ever nowadays. The bar has been raised by well-known eCommerce companies like Amazon and Uber, who have conditioned customers to anticipate easy, quick, and safe online purchases. Similar expectations are created in the hospitality sector by vacation websites like Airbnb and VRBO, which enable users to browse properties and destinations, view images, descriptions, and amenities, book a reservation, and pay with a few clicks.
Travelers now more than ever anticipate these levels of user experience from every website they visit. Without them, properties run the risk of losing potential visitors to those who do.
11 hotel eCommerce strategies
How may lodging establishments increase bookings by using the expanding internet travel industry? Hear the directors of Cloudbeds Amplify, Kent Schnepp and Ben Lloyd, discuss important hotel eCommerce tactics.
Optimize for online visibility.
In order to gain your target audience's confidence and trust, you must first establish a strong online presence across eCommerce platforms in order to convert visitors into guests. Make the most of the following tactics to increase your online presence:.
1. Improve your search engine optimization.
To improve your rankings and exposure in pertinent search results on Google, Bing, and other well-known search engines, use search engine optimization (SEO) techniques. This entails making sure that titles, descriptions, and content on your website are optimized using keywords, meta titles, and meta descriptions, as well as providing high-quality descriptions and useful information about your property, location, amenities, and nearby activities.
2. Keep online listings current and consistent.
Bookings can be made through a variety of online channels, such as your property's Tripadvisor page, Google Business Profile, OTA listings, and listings on online directories, regional travel websites, and destination marketing organization (DMO) websites. Maintain the accuracy and completeness of these listings, and make sure that your name, address, and phone number (or "NAP") are the same on all of your profiles for search engine optimization.
In his hosting of Cloudbeds' Ask a Digital Marketer Webinar, digital marketer Kent Schnepp—who has over 20 years of experience in the field—stated that "the biggest piece that I see for organic search rankings is that your name, address, and phone number are exactly the same across every single data aggregator and source that Google utilizes."
3. Maintain a multichannel distribution strategy.
To maximize your internet reach, you must have a varied distribution plan. To do this, offer your property on a variety of e-commerce platforms, such as large online travel agencies (OTAs) like Expedia and Booking.com, specialized websites like Hostelworld, Airbnb, and VRBO, and smaller, regional OTAs that are well-liked in your primary feeder markets. Travelers are more likely to notice your property and visit your website to find out more if it is listed on multiple websites.
4. Promote your property with targeted ads.
Online visibility can occasionally require payment, but tiny funds might add up quickly. Try to be as specific as you can to save money on clicks that don't result in reservations. Investigate paid advertising alternatives on Google, Facebook, and other social media platforms to build a search engine marketing (SEM) strategy. Select the platforms that best fit your marketing goals and financial constraints. Choose the keywords that best describe your type of property, and focus your audience on important target markets.
5. Experiment with metasearch marketing.
Travelers frequently utilize metasearch engines like Google Hotel Ads, Trivago, and Tripadvisor because they allow them to compare prices from several booking sources on a single page. Reaching these travelers, competing with OTAs, and generating direct reservations may all be accomplished with the use of metasearch advertising. Consider partnering with a digital marketing solution provider to handle these campaigns, and make sure to urge them to activate your Google Free Booking Links.
Learn how the Cloudbeds Hospitality Platform can boost your eCommerce strategy.
Optimize for website conversions.
Once you’ve established relevancy and trust with your target audience, you must convert those travelers into guests. To increase your conversion rates, follow these best practices.
6. Whip your hotel's eCommerce website into shape.
Since guests research your hotel and make direct reservations on your website, it serves as your main eCommerce platform. It must have a polished appearance, be organized and simple to use, have enticing descriptions and excellent images, and be properly developed. Put up a big "Book Now" button and a "best rate guarantee" to entice them to make straight reservations. Allow site visitors to access content in numerous languages and display rates in multiple currencies in order to attract foreign visitors.
7. Make it easy for website visitors to find information.
Your website should have comprehensive details on your establishment, area, and accommodations, in addition to a list of frequently asked questions (FAQs). SEO can benefit from this as well. Visitors to the website should have no trouble finding the property's contact details if they have any more inquiries. In order to assist customers with the booking process and boost upselling prospects, think about incorporating a live chat widget that can respond to inquiries in real time. You can handle all of your channel chats with just one app by using a guest messaging solution, which will increase customer service and response times.
8. Optimize your website for mobile shoppers.
According to Euromonitor, by 2024, one in four travel bookings will be made using a mobile device. This indicates that a considerable portion of travel research and booking, particularly for last-minute travelers, will occur on these devices. Make sure your website and other online content are smartphone-friendly in order to draw in these tourists. The layout, content, and functionality of a responsive website design are automatically adjusted to the user's device.
9. Minimize friction in the booking process.
Travelers may cancel their reservation if they are having trouble using your booking engine or if they don't think the website is safe. Optimize cart abandonment rates by streamlining the reservation process. The booking engine has to be crafted to resemble an enhanced version of your website, featuring an integrated hotel payment gateway, uncomplicated payment procedures, numerous payment choices, and a protected and secure online store.
10. Maintain competitive pricing with a rate-shopper.
Use a rate shopping tool to keep an eye on your competitors' lodging rates to make sure your pricing is always competitive. When rates from competitors rise or fall or when hotel availability varies, the tool will notify you. This will guarantee that the pricing point of your property is consistently in line with your desired positioning within your market. Provide a rate checker on your website to entice visitors to stay, allowing them to quickly verify that your price is the best available across all channels.
11. Boost your online ratings.
When making an internet reservation, trust is a key consideration. When making trip plans, the majority of visitors check review websites to read about other travelers' experiences. Maintain a good internet reputation by keeping an eye on visitor reviews and answering them. Utilize customer input to direct operational changes and create exceptional visitor experiences that get positive ratings. When you have the desired reputation, add a review widget to your website to boost direct booking conversions.
Technology that powers hotel eCommerce
Every effective eCommerce plan is powered by a set of software solutions that facilitate and automate the sales and promotions of a property. Other crucial eCommerce tools, other than a digital marketing solution, money processing software, and a website booking engine, are:
Utilize revenue management software to enhance occupancy, average daily rate (ADR), and revenue while managing stay limitations and upholding a dynamic pricing strategy.
Utilize channel management tools to increase your reach and automate the distribution of room availability and pricing across several booking channels.
Using guest engagement software, you may generate income by offering upsells, incentives, and add-ons to guests at strategic points during their stay.
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