Get Direct Bookings From Facebook
Here at Occupi Online, a primary route we use to get clients direct bookings is through Facebook, and it’s not uncommon for us to hear ‘I’ve used Facebook and it doesn’t work, so I do a little bit on it but rarely.
In the digital marketing world, content is king and consistency is queen!
When we complete a FREE Facebook Engagement report, we often find it wasn’t because Facebook does not work it’s because they’re not using it correctly.
A popular and misguided approach is just to jump on and start posting anything and everything, with no consideration to what the goal is.
Instead, follow this approach:
- Plan – What are your objectives?
- Do – Take action
- Review – What worked and how can improve
To achieve an objective, you must have articulated your objectives.
Remember, Facebook for Hotel Owners, B&B Owners and Accommodation Providers is a marketing and guest engagement channel.
Meaning, focus your objectives on achieving one or more of these three areas:
- Effectiveness – Getting people to buy or subscribe
- Reach – Showing your Hotel, Bed and Breakfast or Accommodation to as many people as possible
- Credibility – Increasing brand awareness and placing your Accommodation as the place to go for your USP
Only 1% of your market is NOW buyers, most of the time they are ‘Future Buyers’ and ‘Soon To Be Buyers’
What this means is most the time they won’t just click and book there and then, a few days later though when they are sat having a drink and thinking to themselves ‘I could do with break’, your accommodation pops into their mind.
Your consistent and constant posting on Facebook has formed an anchor – Over a period they have seen your accommodation and what it as to offer, the unconscious mind has stored this and created a connection.
Need to Relax = Equals Occupi Hotel and Spa
Deciding to purchase later is what will happen the majority unless you are presenting an offer that shouts to your ‘PERFECT GUEST PROFILE’ or as some call it a customer avatar. A ‘Perfect Guest Profile’ is an understanding of who you are looking to attract to your property, a generalised profile of the person most likely to buy what you are selling.
If you haven’t created your Perfect Guest Profiles, you can’t-do any form of marketing because you don’t know who you are writing too. The copy (words you write) need to appeal to them and their interests.
Let’s assume we have created our ‘Perfect Guest Profiles’, and our objective is to SELL on Facebook. To do this, we need to create an impulse purchase offer that appeals to their wants and desires while staying within their impulse purchase budget range.
If you are a 5* Hotel with Spa, Golf and Fine Dining your ‘Perfect Guest Profile’ will probably me someone who is more affluent and later in years. If this is true, their impulse purchase budget is different to that of a Bed and Breakfast in Blackpool Guest Profile.
Hopefully, you now have 2 new small insights on how you can get more out of Facebook.
But should you put in the effort? Let’s have a look at the FACTS given to us by Adespresso in a recent blog. These insights will help you know why you should use Facebook and how to use it more effectively.
Less work, more rooms sold!
Here are 5 out of 21 Facebook Statistics you need to know and understand:
1) At the beginning of 2017 Facebook had 65 million local business pages – That is a lot of business owners on Facebook and as a business owner myself I can tell you we are always looking for great getaways.
2) 79% of Adults use Facebook – Adults are the people with the money, that’s why we’re not telling you to go and use Snapchat!
3) 42.2% of people follow or like a page to get an exclusive offer. Give a great offer for liking a page, you increase your reach, and you can contact that person directly. By getting them to click, comment or share you can also retarget these people directly later on!
4) Over 40% of people say they prefer to see Adverts that relate to their interests. Your guests are looking for you to talk to them, remember what I said about ‘Perfect Guest Profiles’. If your guest is interested in Golf, write a blog about golf and then advertise that to people who are interested in Golf, perfect the article with an offer for Golf at your hotel or do a deal with a nearby course.
5) Over 55% of people who unfollow a page do it because of excessive promotional posts. Followers don’t want you to keep walking up to them and say ‘BOOK NOW’ you need to engage and talk to them. Share the story of your accommodation by posting mini live videos or photos of things happening throughout the day. Telling people about what is going on in your area and what they can look forward to when they arrive.
To recap :
- Create a plan based on set objectives
- Take action on a consistent basis
- Review your results which posts are working
Marketing News For Hotel Owners
Occupi Online – Published a range of articles and blogs this week all focused on making sure peak season profits continue all year round.
We have published :
- 6 Steps To Selling Your Conference Facilities
- Real Reason OTA’s Get Your Bookings, it’s not what you think!
- How To Keep Peak Season Profits Flowing
- What if all the online travel agents closed tomorrow?
- Essential September Facebook Updates Every Hotelier Needs To Know
- How Hotel Owners Can Double Their Social Media Engagement
Professor Stuart Barnes explains the findings of new research from Kings Business School. In summary, the research shows that hotels are losing guests by not using the most effective messages in their marketing.
The researchers look at a huge amount of data:
250,000 + Reviews
19 Controllable factors
One interesting finding was that men are more sensitive to price and women place higher importance on bathroom standards.
What does this tell us?
It collaborates what we spoke about a couple of episodes ago, that a lot of hotels are leaving money on the table by not optimising their digital marketing approach.
That reviews provide powerful insights and copy for our marketing.
Would you like to know if you are leaving money on the table? If so, drop us a line facebook.com/occupionline
900 travel agents in 52 countries who use the likes of Sabre and Amadeus were polled by Travelclick and Phoenix Marketing. Half of the participants claimed they are using a GDS system more than they did 2 years ago. This shows an increase of bookings on the platform.
With the average property paying 20% commission per booking it has pushed many to find alternative solutions such as using OTA’s or booking directly through their own website.
Almost two-thirds of participants claimed that they booked away from properties that did not offer the best available price on the GDS system.
What do you think?
Do you work with a GDS system, if so, what has your experience been like?
Priceline massively reduces spending with Trivago
Priceline’s Booking.com is reducing its spend on Expedia’s Trivago. The booking giant which accounted for 43% of all Trivagos revenue for 2017 thus far could be pulling all advertising from the meta-site after Trivago announced its spending challenges earlier this month and reduced the estimated revenue.
With a 23% drop in referrals across all Trivago subdomains, one of the biggest surprises is TripAdvisor’s Booking.com referrals as a percentage increased by double digits. So could this mean the main focus on TripAdvisor from the online travel agent? Perhaps
Let us know if and how this has an impact on your property.