Effective Pay Per Click Advertising

Alicia Pavignano Pay per click advertising is an ideal way to drive traffic to your website.  Many hotels take advantage of this opportunity in the hopes of increasing their  online revenue.  There is a lot to consider before entering the pay per click arena.  First and foremost, you need to determine what your monthly budget  will be and once you do that you can calculate what you have to spend daily.  You need to consider the market of your hotel, as well as what type of  clientele you are seeking  to help determine how much you need to spend.  For example, New York City will be a highly competitive market with higher    costs per click, compared to a market like Scranton, Pennsylvania.  So, where your hotel is located will play a significant role in deciding the type of  budget you will need to get the placement you want with your PPC ads. Ideally, you want to see your ads at the top of the first page, but if you’re not budgeting correctly for your market, this will be a difficult task to accomplish.

Another aspect of pay per click advertising that some hotels do not consider, is where they are sending their customers.  It’s common practice to link PPC ads to the home page of a website, but even if you have a beautiful, eye-catching homepage, it might not be the most appropriate landing page for your ad and you might not have as great of an opportunity to hook the customer into making a reservation.  The landing page that is linked to your ad needs to make sense with  what you are advertising.  If your ad is tailored for weddings at the hotel, then send the customer to your wedding page.  If your ad is focused on meetings, then link your ad to the meetings page or better yet to a page that has meeting offer.  Even a generic ad doesn’t necessarily need to be linked to the home page.  Why not send potential guests to your specials page or a landing page crafted with a unique offer?  It’s true that customers want to see an attractive website, but they also want to see what you have to offer.

PPC is a great vehicle to help increase website traffic and room revenue, but needs to be executed correctly and also needs to be monitored.  It is not something you can set up and forget about. With accurate budgeting and appropriate landing page links, not to mention eye-catching ads, hotels can expect a nice ROI for their advertising dollars.

 

 

American Airlines: An Example of Swift Social Customer Care in the Travel Industry

How the airline and others in the industry are using Twitter to respond to customers and followers.

As the world focuses on recent news events involving air travel and airlines, the air industry has needed to determine a way to respond quickly to inquiries from customers, news outlets as well as the public at large.

American Airlines has figured out how to do it right. Just take a look at their Twitter response times as shared in a recent Wall Street Journal article:

Twitter Response Times by Airline

 

Image Source: Wall Street Journal

The hospitality industry should take a cue from its travel industry counterparts and incorporate this type of social customer service into their operations. Hospitality customers are looking to social media channels like Twitter more and more as a place to reach out to properties to ask questions, get help or vent their frustrations.

Monitoring social channels 24/7/365 for these messages and responding quickly is essential for retaining customers, preempt potentially negative reviews and staying in control of your online reputation.

To learn more about the importance of social customer care, read our recent blog post or attend our upcoming free webinar.

“Ok Google” Voice Search

Search from any screen on your Android device with “Ok Google”.

Google released a new way to search from any screen on your Android device. Simply say, “Ok Google” from the Google Home Screen or Search Widget and you will be taken to Google’s search results page, weather or maps. If you say, “Ok Google, what is the closest hotel to Indianapolis Airport”, or “Ok Google, who was in the new X-Men Movie?” Google will show you a list of search results.

The cool part is that now whatever screen you are in, you can say, “Ok Google” and be taken to the app. When you are in your email and you want to contact someone, simply say, “Ok Google” call (name) and it will contact that person.

It’s perfect for traveling, too! Do you want to know what the temperature is in Boston or find out what time check-in is at your hotel? Simply say, “Ok Google” and you will get the information at your fingertips.

Get started by making sure you have the latest Google Search app (version 3.5), then find the “Google Settings” icon.
Once you are there, go to: Google Settings -> Search & Now -> Voice -> “Ok Google” Detection and check “From any screen”.

You will then be prompted to say, “Ok Google” three times so your voice can be recognized by the app.

With “Ok Google” you can:

  • Get Organized – set alarms, track packages, keep notes, use memos
  • Make Contact – make calls, send emails, update your social media
  • Entertain Yourself – watch movies, listen to music, watch sports or listen to a specific radio station
  • Travel – navigation, directions, check-in, check-out of hotels, get restaurant information, look up local area attractions
  • Reference – get time, weather, translate, dictionary, conversion

We hope you enjoy using “Ok Google”. Let us know how you are using it to make your life easier, especially when traveling or finding the perfect hotel. Keep an eye on future releases. Currently, this is available only in the US with the only language being English.

Reference: Google

Hotel Responsive Web Design Is Not As Costly As You Might Think

The importance of staying competitive in an ever-changing, increasingly mobile online marketplace has never been greater. Responsive website design offers real solutions that allow the hospitality industry to increase conversion rates, provide a better user experience and more.

Lodging Interactive, the interactive and social media marketing agency exclusively servicing the hospitality industry, de-mystifies the myth that Responsive Website Design (RWD) has to be expensive.

Hotel Responsive Web DesignWhat is Responsive Website Design?

Responsive design means that a website is made to be viewed on any desktop, tablet or smartphone device. This type of web design ensures that a site’s copy, images and any other elements are tailored to fit the size of the device’s screen seamlessly. A responsive web design is one site that has the ability to be resized to fit the screen of any device a user may be visiting the site from, rather than having a website and a mobile site.

Is Responsive Design Right for Your Hotel?

As with any website design option, RWD has pros as well as potential drawbacks for some. Responsive design not only introduces an optimal user experience, allowing you to better capitalize on site visits by making it easy for guests to book whether they’re on your website on their smartphone, tablets or desktop, it is also recommended by Google and lowers overall operational and maintenance costs.

Delivering your web content across all platforms and devices potential guests are using not only positions your business at the forefront of how consumers are buying, it reflects on how you regard your customers.

Consider these recent statistics:

  • In December 2013, 69% of tablet users shopped via their tablet in the last 30 days. (InMobi and Mobext)
  • Nearly half (48%) of users surveyed by Google said that if a site didn’t work well on their mobile devices, they felt that the company did not care about their business. (Google, Sterling Research and SmithGeiger)

“The way potential guests visit your site and schedule their reservations have changed and will continue to show greater increases in mobile bookings,” said DJ Vallauri, Founder and President of Lodging Interactive. “Responsive web design is an ideal option for properties because it is one complete website that reacts to the needs of your users. Hoteliers building responsive design sites don’t have to worry about whether their site content looks good or that their website won’t be viewable on current and future devices.”

The Cost of a Responsive Design Website Doesn’t have to be Expensive.

Perhaps one of the most positive aspects of RWD is that properties have two options: build a new, responsive design website from scratch or take an existing site and convert it. This is ideal for hotels whose website have undergone a recent redesign or refresh and may not have the budget or desire for a complete rebuild but still wish to stay competitive and maximize online bookings.

“If you have a website you’ve just built or one with an aesthetic you love, you don’t have to lose the time or money you invested in creating it,” said Vallauri. “One of the great things about responsive design is that by recoding the back end, you get to keep your site while ensuring your potential guests enjoy a seamless user experience regardless of the device they are using.”

Deciding to invest in a responsive design website for your property — whether it is an entirely new site or the conversion of an existing site — might not be as costly as one might think.

“Hotels that want to create a brand new site with a responsive design can expect to spend a few thousand dollars,” says Lodging Interactive’s Director of Client Services, Alicia Pavignano. “Hotels that are already happy with their website but would like to make it responsive would need to receive a custom quote for this type of work. This is because the size of the site will determine how much work will need to be done and how long it will take.”

With over 85% of adults believing that a mobile site should look as good, if not better, than a desktop website according to a survey by TeaLeaf now is the time to think about the user experience your website delivers and whether responsive design is a fit for your property, timeline and budget.

To learn more about creative website solutions, including responsive website design, please visit our website, www.lodginginteractive.com.

How Responsive Web Design Affects the Hotel Industry

As more people use their mobile devices to book hotel stays it becomes even more important that you choose the right type of web design to ensure your content is delivered seamlessly across the platforms your audience is using to access your site.

Responsive Web Designs are an excellent choice for Hotel Websites

Not all websites are created equal. There is real value in creating a responsive website that serves all of your content to your site visitors on all their devices (Mobile, Desktop, Tablet, etc.):

  • Lowers Overall Maintenance and Operational Costs – Make one change and see it across three platforms seamlessly.
  • Is Better for SEO – Google says the following regarding responsive web design:
    “Responsive design: serves the same HTML for one URL and uses CSS media queries to determine how the content is rendered on the client side. This removes the possible glitches of user-agent detection and frees users from redirects. This is Google’s recommended configuration.”
  • Measuring Results – Google Analytics has adapted to responsive designs, so analyzing the data and measuring results are already incorporated.
  • Improved Travel Experience – When visitors come to your website and see that you are prepared for them no matter what device they are using, they are more inclined to book a stay with you.
  • According to MCD’s 2014 Survey, the quality of your website impacts 70% of travelers.

MCD's 2014 Survey Graphic

Use of Smartphones Increasing

According to eMarketer, by 2017 Smartphones will be used by 69.4% of the population.

Mobile Phone Users Worldwide - eMarketer

Your website has to be designed to serve these customers more efficiently and effectively without putting a tremendous strain on your current budget. More travelers will begin to book their stays, see what amenities you offer, check in and out, interact with your maps & events, order room service, & utilize your concierge through their mobile devices.

Are you prepared today to serve this group of end users? If the answer is “NO” we can help. Visit our website – Lodging Interactive on your desktop, tablet or mobile device. We an award-winning responsive website design company — recently winning multiple 2014 IMA Outstanding Achievement Awards for excellence in hotel and resort website design.

Let us help you create a responsive website design for your hotel guests today. Contact us at 877-291-4411, or complete our Responsive Website Design form.

Image 1 Credit: MCD 2014 Survey / Image 2 Credit: eMarketer