The “Cumulative Effect” of Online Marketing

A hostel owner in a major Spanish city-center, who was re-evaluating his business plan, asked his manager to revamp back-office procedures to save costs, increase efficiency, and grow marketing efforts. All this was in preparation for anticipated growth for the next 5 years. After considering the objectives and making several changes, the manager eliminated 6 online booking sites, citing duplication of work for few reservations. Some of these booking sites were free and others had fees. Within 4 months, reservations from the remaining online sources, including the hostel’s own website, had declined by 39%. At the same time, the hostel owner had contracted a professional SEO (Search Engine Optimization) firm specializing in travel to advise him on their online marketing strategy. Following another 3 months of falling internet reservations, and receiving the business plan from the SEO consultants, the owner fired his manager.

So what are the lessons learned?  It has to do with the “cumulative effect” of marketing.  These days, Instant World Booking is offering a lot of free internet exposure … more than most other services.  A famous New York University Business School professor once said,

“Don’t ever turn down free advertising. Marketing has a ‘cumulative effect’. In this case, less is not more. More is definitely More!”

Yes, online marketing has a “cumulative effect”. This means it’s more effective to advertise your property on 2 websites than 1, and better to advertise on 3 rather than 2, and so on. The “cumulative effect” is even more valuable if the source of advertising is costless. Here’s how it works. Persistent online presence of your brand name is necessary to achieve name (brand) recognition, and to gain higher search rankings for pages containing your property’s name. Studies show that when your property (brand) name appears on multiple websites, Google and other search engine rankings for that keyword goes up. It doesn’t matter if the source website is generating reservations or direct revenue for you. Just by appearing there it’s multiplying your keyword effectiveness.

What’s more, if you actually have back-links on 3rd party websites (like IWB gives you for free!), this has a direct impact on the page rank (PR) Google assigns to your website. Knowing this, would you ever call up all the websites, blogs, and social media sites out there that mention your brand, and ask them to “remove those comments”? We don’t think so. If you’re still not convinced, consider that any free publicity, in fact almost any website in the world that mentions your property or brand name, is increasing the overall effectiveness of your online marketing strategy. If it’s free, never give it up. So, don’t only list with Instant World Booking. We even recommend you go out tomorrow and sign up for 5 additional online marketing sites, as long as there’s no cost.


More Free Stuff from Instant World Booking

Of all the marketing services you can subscribe to, IWB offer more free stuff than anyone else:

  1. Only Instant World Booking gives you up to 15 or more unique search engine-optimized pages just for your property, each page translated to a different language.  You probably don’t even have this on your own website, let alone other online booking services.  And again, it’s free.
  2. As a tip, we can activate your property for “request-only” bookings.  This is an easy method to maintain free advertising on our network, and not have any work to do maintaining a calendar.  Of course, instant booking is always the preferred method over request method.  Here’s why: http://www.instantworldbooking.com/blog_iw/2010/07/instant-booking-hotels-hostels/
  3. Save time and work by feeding your availability directly into our system from your current front desk software.  It’s also free.  We have an XML API that allows any 3rd party PMS, channel manager, or front desk system to feed your availability to us.  Just contact them and tell them you want them to integrate with us.  Send them this URL: http://www.instantworldbooking.com/blog_iw/category/xml-feeds/
  4. Free Pay-Per-Click (PPC) advertising.  Instant World Booking has proven to be very successful in gaining top search engine rankings for its listed lodging partners.  When you maintain an availability calendar with us, we use PPC advertising to market your property on Google and other sites.  A PPC campaign can cost you hundreds of dollars per month, if executed on your own.  However, we advertise our partners in PPC campaigns for free.
  5. Cheapest Booking Engine for your website – guaranteed!  An online booking engine for your website is a critical part of your marketing strategy, especially now with 45% of all travel in the world booked on the internet.  If you haven’t already tried our online booking engine for your website, perhaps now is the time to consider that Instant World Booking offers the lowest cost options available from any provider.  We can save you money because we offer more options, at a cheaper cost than HostelWorld … cheaper than HostelBookers … cheaper than BedandBreakfast.com … cheaper than Hotels.com, Webervations, Rezovation, HostelsClub, Venere … etc.  In short, here’s our guaranty.  If you are using a competing provider for your website’s booking engine, we guarantee a lower cost for the same service.  Please don’t overpay!
  6. How about Free No-Show and Cancellation Protection.  Not offered by other services, this protection comes free with your booking engine.
  7. Optional Credit Card Collection services.  If you don’t currently accept credit cards online, we can provide that service also, with no merchant account, location, or credit restrictions for you.  How about this.  Charge guest credit cards for no-shows and cancellations, regardless of where or how they booked.  Charge guests for virtually any cost associated with their stay with you, regardless of where or how they booked.
  8.  Also free:
  • Unlimited photos
  • Custom, searchable maps for your property on our network
  • Get back-links to your webpage directly from our 100+ websites.
  • Post your videos on our site