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Understanding Mobiles Role In The Guest Journey
Four distinct types of moments that travelers engage in:
Its vital that hotels connect with consumers throughout these
various stages, strategically engaging with them in the right place
and at the right time to influence their final booking
decision.
Mobile technology has become seamlessly integrated into our
digital lives. For hotels, this means that investing in mobile
marketing strategies is no longer optional.
ExperiencingDreaming Planning Booking
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Here are 4 key mobile marketing strategies
thathotels can use to reach
and engage travelers.
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1.To Mobile
Social media channels provide the perfect place to capture
peoples attention in the dreaming phase of their travel journey.
Whether itsInstagram,Snapchat,Facebookor Twitter, hotels need to be
there engaging audiences at a time when theyre open to ideas and
ready to be inspired.
Tailor Your Social Media Strategy
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1.To MobileTailor Your Social Media Strategy
Social platforms such as Facebook and Twitter provide a space
where hotels can demonstrate exceptional service byanswering guest
questions and building a brand image that instills a feeling of
trust.
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2. Travel ContentProduce Great Mobile-Friendly
As travelers move towards the planning phase of their journey,
you can capture their attention by producing great travel content
that puts your hotel and destination front of mind.
Have aregular blogto attract potential guests to your site with
inspiring posts that help them plan their trip. If you dont have
time or resources to maintain a robust blog, producingone stellar
piece of long-form content can still be very effective.
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2. Travel ContentProduce Great Mobile-Friendly
Invest in an advertising campaignto promote your content with
PPC ads for key search terms related to your content, or running
social media ads targeted at your hotels demographic.
Produce the best possible piece on a topic, offering the
audience something genuinely valuable, relevant and
informative.
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3. So Your Hotel Shows OnMobile SearchStrengthenLocal SEO
After a person works out where they want to vacation, theyll
likely carry out a Google search to start firming up their plans
and theyll most likely do it on a mobile device. Two ways to ensure
that your hotel shows up in the search:
Maintain NAP consistency by making sure your Name, Address, and
Phone are listed consistency across the internet, including your
hotel website and directory sites like Yelp, Yahoo, and
Foursquare.
Make sure your Google Business Listing is up-to-date and
populated with great photos. Google uses this information in search
results.
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4. To Capture The Last-Minute CustomerInvest In Local Mobile
Search Ads
Almost 25% of availability searches on hotel mobile sitestake
place for either same-day or next-day check-in.
Target late bookers through Googles new local search ads.
When a person is driving to their destination and navigating via
Google Maps, theyll see promoted pins that display local
businesses, including their logo and location. Advertisers may soon
start appearing at the top of the results list with their location
prominently displayed.
New business pages will also allow advertisers to promote
special deals, further helping to drive bookings via mobile.
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The Mobile Journey
Mobile technology has fundamentally changed the way people
browse and book their travel plans. Given the instantaneous and
convenient way smartphones are able to provide travelers with
inspiration and information, its no surprise that they are
increasingly relying on their mobile devices for every stage of the
travel journey.
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Is The Main Journey
Travel brands, particularly online travel agencies, are
beginning to better understand this behavior and adapt their
marketing strategies accordingly.
SEE MORE
Hotels will need to do the same if they want to compete in the
digital market place successfully.
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