When it comes to online Marketing, especially Hotel Online Marketing you will notice a large number of so called “Solutions”. These providers are using Hotel Marketing and Digital Marketing for Hotels as an up-sell to their booking engines. Now as a Digital Consultancy a large number of our clients are hotels who sadly enough ended up with some negative experiences around this hotel Online marketing system so I decided to share some tips to avoid this in the future.
Most booking engines that are used by Hotels are pretty old and in Ireland the booking provider market is split up between 3 or 4 big booking guys. Now they have invested time and money in building a booking engine but didn’t really consider things like Search Engine Optimisation, Remarketing or conversion optimisation. All these very useful and important digital marketing techniques are either missing or added on to the system with a piece of duck-tape.
When we analysed our clients across multiple hotel booking engines we noticed that the majority of pages had very little real SEO work done on them. The majority of the content was not structured correctly and a very common SEO technique was still reliant on meta keywords and stuffing.
There is a bunch of fine print that hasn’t been explained properly by the Booking Engine Providers so let me highlight some of the area’s you will need to watch out for.