Case Study: How Hotels can Grow Reservations

Hotels ask us all the time how to grow their business more rapidly. As an actual case study, we were asked this exact question by a hostel in Indonesia this month, “We need your advice on how to increase increase reservation growth more rapidly this year.”

We thought, why not share the answer more widely, so all our hotel and lodging partners can benefit from the same great advice. Well, here is the exact advice we provided:

Yes, we have suggestions for you.

  1. Get more online web links directly to your hotel website. Please log in to your profile at our website, then proceed to the OPPORTUNITIES page to learn more.
  2. Your hotel currently appears on 20 individual websites in our IWB network. Your profile content is currently translated to 3 languages, which means your hostel profile appears on 60 individual pages on these websites. You can increase this to 15 translations, which means your hotel can appear on 20 x 15 actual webpages. That’s 300 webpages in total, which is significant.
  3. Social Media Marketing by IWB – You have a Facebook page with about 3.8K followers and an Instagram account with about 2.3K, good job. But we can boost your social media exposure even more. With our optional Social Media Marketing service, we will handle all your weekly social media posting on 3 social media channels, mainly Facebook, Twitter, and Instagram, which are the main ones for the travel market. And, we’ll rapidly grow your follower base much faster. Please let us know if you are interested. Our posting method is highly targeted, and designed to maximize your business’ social media presence. We can multiply your followers by many times in just a short period of time, and grow it from there.
  4. Professional Video Production. Video is a crucial aspect in today’s online marketing for hotels and accommodations. We can produce a custom video for your property. We will then promote your video on all our social media channels. Your video will be featured on your profile page on all 20 IWB sites that you appear on. As mentioned above, your hostel profile information can appear in up to 15 languages, which means your video can appear on 20 x 15 actual webpages. That’s 300 webpages in total, which is significant. You also receive a copy of your video for your own private and commercial use. You get to choose the theme of your video.

To view some demos of custom videos we can produce for accommodations, please see this page:
http://www.instantworldbooking.com/video-marketing-for-hotels-hostels.php

Please let us know if you are interested in these services, which will greatly enhance your marketing efforts, and grow your reservations rapidly.

Of course, this is a just a single case study. At Instant World Booking, we provide consulting and advice to hotel accommodations, hostels, and lodging of all sizes. We also provide custom solutions for growing accommodation businesses. Please contact us to find out how we can be of further assistance to your business.


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.