Unlike chain hotels, small independent hotels typically have little to no marketing budget. So, how does a boutique hotel stand out in a crowded online marketplace? By using the same platforms and tactics as the big hotels, but doing so more intentionally. That is, getting the basics right, engaging with niche markets, and using popular platforms to your advantage. Below are 5 tips to improve online marketing for boutique hotels.
- First, ensure you have a responsive mobile site. This may sound like old news, but some small hotels still haven’t acted on it. Google’s algorithm updates include mobile-friendliness as a key ranking signal. Read the FAQs; then test your site.
- Next, make sure your social media is social. In other words, don’t just post and promote. Instead, understand the audience on each platform and act accordingly. Remember the key term here is ‘social’. So, get social. Encourage guests to use your brand hashtags when sharing their photos; and then, get permission to share these photos. Now, you’ve got a built-in stream of genuine content.
- Also, learn from your social media followers. Employ an SEO strategy that utilizes the key terms they hashtag, for example #impacttravel or #babymoon. Start by learning how long tail keywords work. And then use them to reach people searching for the unique attributes or experiences your property offers.
- Always monitor your online rates. That includes ensuring your resellers maintain rate parity on all platforms. Because most consumers will search multiple sites before deciding where to book, you want to make it easy for them to compare like for like. Do this by ensuring your room category names and rates are the same regardless of where they’re looking.
- Finally, make TripAdvisor a priority. Love it or hate it, TripAdvisor plays a crucial role in driving direct bookings. As well, it is an especially powerful tool for small hotels. Your hotel’s small size makes it easier to engage with guests and encourage positive reviews. If you do not already have a business listing, consider investing in one. But be prepared for sticker shock. We can help you determine if it’s worth it.