{"id":9327,"date":"2019-07-04T10:10:21","date_gmt":"2019-07-04T08:10:21","guid":{"rendered":"https:\/\/www.hotelinking.com\/en\/?p=966"},"modified":"2025-10-19T10:14:41","modified_gmt":"2025-10-19T08:14:41","slug":"direct-sales-strategies-for-hotels","status":"publish","type":"post","link":"https:\/\/www.hotelinking.com\/en\/blog\/hotel-marketing\/direct-sales-strategies-for-hotels\/","title":{"rendered":"Which are the direct sales strategies that you need to implement in your hotel?"},"content":{"rendered":"\r\n

A content strategy to attract potential customers<\/strong><\/h2>\r\n\r\n\r\n\r\n

Is the content of your online\r\nchannels more interesting than that offered by OTAs and tour operators about\r\nyour hotel? Keep in mind that, nowadays, every travel consumer is previously an\r\nonline content consumer. Users on the internet who make direct bookings are\r\nincreasingly more frequent. New technologies and new channels where content can\r\nbe consumed have favoured this step.<\/p>\r\n\r\n\r\n\r\n

But, are you making the most of these channels? Are you generating the content that can attract your potential customers? The content they really need? <\/p><\/blockquote>\r\n\r\n\r\n\r\n

If your goal is encouraging the\r\ndirect sale of your rooms, you must know that online presence is fundamental to\r\nconquer your potential guests, to attract them to your website. With this goal\r\nin mind, you must know that to implement a content strategy you need:<\/p>\r\n\r\n\r\n\r\n

1. To define and segment your guest types.<\/strong><\/p>\r\n\r\n\r\n\r\n

A fundamental tool, the first\r\nstep <\/strong>not only in terms of your\r\ncontent strategy but for the rest of strategies that you will implement; it is\r\nthe definition of guest profiles and their segmentation <\/strong>according to the\r\nneeds and preferences that they have during the different stages of their purchasing\r\nprocess.<\/p>\r\n\r\n\r\n\r\n

In the tourism sector, there are\r\nseveral moments during the purchasing\r\ncycle of consumers: dreaming<\/em>, planning<\/em>, booking<\/em>, experiencing<\/em><\/strong>.\r\nThese stages coincide with the search of users for specific content, hence the\r\nneed to know what they are like and the difference per each specific customer\r\nsegment.<\/p>\r\n\r\n\r\n\r\n

Therefore, to generate and offer suitable content on the internet, you must recognise and define who are those users subject to making online bookings, <\/strong>based on your Hotel Data<\/a><\/strong>. Your channels must be prepared to satisfy mainly the experience of those users during the different stages of their purchasing cycle. <\/p>\r\n\r\n\r\n\r\n

2. To generate the right\r\nmultichannel content<\/strong><\/p>\r\n\r\n\r\n\r\n

The content with the best\r\npositioning must be your website\u2019s; however, you must think that travel\r\nconsumers do not stick to one channel or\r\na unique content format. <\/strong>As previously mentioned, new technologies have\r\nencouraged multichannel consumption and information multi-formats.<\/p>\r\n\r\n\r\n\r\n

Therefore, in order to generate the\r\nright content, you must meet the\r\npreferences and needs of travel consumers at each stage of their purchasing\r\ncycle. <\/strong>For this reason, if you have previously defined and segmented them,\r\nyou will know which are the channels and formats that work best in each case.\r\nIn other words, you will be able to map the most interesting information.<\/p>\r\n\r\n\r\n\r\n

Your website, your blog, your social\r\nmedia channels, your newsletters\u2026 each one of these channels will be more\r\neffective at a given time of your customer\u2019s purchasing cycle. And moreover, in\r\neach stage you must promote key content formats whether text, image or video.<\/p>\r\n\r\n\r\n\r\n

Conversion tools to learn from your contacts.<\/strong><\/h2>\r\n\r\n\r\n\r\n

To encourage direct bookings, it is\r\nfundamental to learn which are your consumers\u2019 needs and preferences. For this,\r\nseveral tools can help you to compile information, save it and analyse it to\r\ndevelop strategies such as the content one, which will help you to foster more\r\nonline sales. <\/p>\r\n\r\n\r\n\r\n

1. Forms<\/strong><\/p>\r\n\r\n\r\n\r\n

Getting to know your potential\r\ncustomers is fundamental for the development of your business. But, how can you\r\ndo so? Through different forms you can get specific\r\ninformation. <\/strong>You can know what interests them about your hotels, what they\r\nthink can be improved, but you can also ask questions about destinations and\r\ntype of experiences. <\/p>\r\n\r\n\r\n\r\n

However, remember that although it is fundamental to consider forms on your website, hotel conversion systems must be included in each one of the stages of the purchasing cycle. To try to get information from those who are already customers of yours, during the experiencing <\/em>stage, you must consider forms that may be included in social login <\/em>to access the hotel\u2019s wifi, a solution that makes it possible to gather between 60 % and 95 % of the value data you need<\/a>.<\/p>\r\n\r\n\r\n\r\n

Remember that each form must compile information with a clear goal and a\r\nspecific stage of the purchasing cycle<\/strong>. For this, it will be necessary for\r\nusers to complete the specific fields that add information to your Hotel Data.\r\nSubsequently, where is all this information stored? <\/p>\r\n\r\n\r\n\r\n

2. CRM software<\/strong><\/p>\r\n\r\n\r\n\r\n

As you can see, there are more and\r\nmore strategies that are based on knowledge and the obtention of data from\r\nguests and potential guests. With so many competitors, especially in the\r\ntourism sector, it is necessary to correctly understand which are the\r\nconsumption patterns of travellers.<\/p>\r\n\r\n\r\n\r\n

But we must be able to save this information somewhere accessible <\/strong>both\r\nfor the sales department and the marketing department. In order to analyse it\r\nand so that it is useful in all\r\noperations and strategies, <\/strong>it is fundamental to have the right tool: CRM.<\/p>\r\n\r\n\r\n\r\n

This software enables hotels to keep a record of their whole contact\r\ndatabase, <\/strong>but it is also useful when it comes to producing contact lists, <\/strong>that is, automated segments and to analyse\r\nthe behaviours of users and their relation to the contents that your brand has\r\ncreated. <\/p>\r\n\r\n\r\n\r\n

\"\"<\/figure>\r\n\r\n\r\n\r\n

Direct e-mail marketing techniques to improve\r\nconversion. <\/strong><\/h2>\r\n\r\n\r\n\r\n

E-mail marketing still is nowadays\r\none of the fundamental direct marketing techniques for hotels. E-mail\r\nautomation to segmented lists based on contact information stored in the CRM\r\nenable to personalise not only the content with the basic contact details but\r\nalso to provide specific information that is also relevant to the user.<\/p>\r\n\r\n\r\n\r\n

For this, it will be necessary to implement the best email optimisation practices<\/a> and to keep in mind which type of destinations, experiences and offers are the most interesting ones for these users. This last block of information will enable you to send the most suitable email at the best time of the purchasing cycle of each defined segment.<\/p>\r\n\r\n\r\n\r\n

This segmentation and\r\npersonalisation of emails will help you to increase their opening rate and to\r\nguarantee a better conversion avoiding common mistakes such as: focusing on the\r\nreservations during stages that are too early, including content with no\r\ninterest for the user; incorporating CTAs that are not attractive and do not\r\nfoster conversion or bookings. <\/p>\r\n","protected":false},"excerpt":{"rendered":"

More and more, the goal of many hotel chains and independent hotels is to decrease how much they depend on OTAs and tour operators; in other words, improving their infrastructure in terms of direct sales strategies and tools that enable them to be more independent. Even though in some cases this means a substantial investment, the result is satisfactory, especially when they start having more direct reservations. But, which is the ideal combination to reach this goal?<\/p>\n","protected":false},"author":2,"featured_media":7029,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17],"tags":[40,35],"class_list":["post-9327","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-marketing","tag-direct-bookings","tag-hotel-crm"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/9327","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/comments?post=9327"}],"version-history":[{"count":1,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/9327\/revisions"}],"predecessor-version":[{"id":13381,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/9327\/revisions\/13381"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/media\/7029"}],"wp:attachment":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/media?parent=9327"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/categories?post=9327"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/tags?post=9327"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}