May 18, 2018
How Airbnb overtook Booking.com
According to SimilarWeb data, Airbnb.com’s traffic was 6% behind Booking.com in march 2017, but by march 2018 they held a 20% gain - leaving them behind only TripAdvisor and Expedia.Read more
As hotel marketers take steps towards an improved digital marketing strategy, some common traits stand out: control, customization, differentiation. This shouldn’t be something that only big hotel chains can pursue, even small independent hotels can make sure that customers differentiate their hotel from everyone else’s.
Some effective steps that hoteliers can take to differentiate their hotel, all the while improving their multi-channel digital marketing strategy are:
- Invest in specialized channels: Make sure that your hotel is present in the distribution channels most relevant to your market segment. For instance, if you have a boutique hotel, try to get listed on tablethotels.com.
- Showcase your hotel online: Make sure you have an up-to-date website that reflects your hotel’s unique features and characteristics, so as to give customers a perception of what your hotel is all about. This is something OTAs won’t be able to do as they are set out for comparison-shopping.
- Customize the experience: Provide additional options for customers booking. Create partnerships with local attractions, tours, restaurants,… and offer them as add-ons after the customer has booked with you.
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