October 1, 2020 Despite the situation still being unstable in many areas of the world, DerbySoft is starting to see the hospitality industry showing signs of recovery with rising occupancy curves. We have seen over the last few weeks that occupancy levels were at or close to 50% in several regions (according to STR). The global booking and traffic trends are recovering, and there seems to be positive movement in the leisure segment.
So how can you accelerate your recovery? What should you be paying attention to while planning for future months and entering 2021’s New Normal? We have identified three (3) key areas where you should focus your attention.
Analyze the New Data
When it comes to your hotel’s distribution strategy planning, digital marketing strategies, or revenue management, we know that the best choice is to make data-driven decisions. However, the data from previous years may not be the most correct reference today. Consumer behavior is changing, and the new trends in travelers’ behaviors are the ones you should be following. This applies to your own property where you can analyze the new demand trends and to the global industry data insights as well. You have to change your looking back habits to become the future-forward thinking practice.
Cleanliness, free cancellation, COVID-19 safety guidelines on your website, communication updates… There are so many ways you need to show that booking with you and staying at your property is the safest option. There are ways that you can reassure your guests at no additional cost. If you have rates without cancellation fees, make sure to display them in the metasearch results. For example, the introduction of Free Cancellation labels on the metasearch channels like Trivago or Google help to maximize booking conversion rates.
Push Your Visibility Towards Direct Bookings
Booking direct remains the winning strategy, and you should be cautious while thinking about cutting your investment to this. You have to capture new demand and get that new traveler data. Tools like Tripadvisor’s Sponsored Placements and Google’s Property Promotion Ads help you push your hotel on the top of the destination search results. We have created a complete Destination Ads Guide that helps you understand how and when to use these types of ads. Download your copy here.