In today’s evolving world of hospitality digital marketing, it’s important that all properties take inventory of their online presence, assess strengths and weaknesses across multiple channels and effectively take action to enhance visibility and bookings with integrated marketing.
From independent websites, to mobile websites, to PPC, to TripAdvisor reviews, there is a litany of online channels, including emerging channels like Pinterest, where your property most likely has a presence. When you consider the average online travel shopper visits 22 sites across at least nine different sessions before booking (Google) and that over 50% of bookings come from digital channels, you see why a consistent and constant presence is key. Savvy travelers are conducting more research and reaching bookings engines via more online channels than ever before, which means your hotel needs to devote more time and dollars.
But how do you keep track of so many channels? Do your staff and hotel Internet marketing vendor know the effectiveness of your presence in each channel? How do you form future plans of action when you may not be 100% clear on your paid, earned and owned media efforts? To get started, you need to understand the different types of channels.
