Hotels are constantly trying to increase online engagement with their customers. They do this with Facebook campaigns, constantly updated Instagram feeds, live tweeting and online customer support.
There’s only one problem- all this great stuff happens inside the social network’s ecosystem, barley reflecting on their websites.
Why is this a problem?
Because when a potential customer enters the hotel’s website, they can’t see all the effort put into online engagement, and all that exposure and popularity just don’t seem to matter when it comes down to the simple task of booking a room online.
The fact is the real challenge hotels face today is generating more direct bookings on their websites rather than on OTA websites.
This is where the booking engines should come into play and help their hotels face this challenge.
Here’s why they should:
1. Providing better personalized marketing insights – by adding Social Login to the booking process, hotels can get a deep, up-to-date insight regarding their online users and future customers. This can help them identify their target audience and improve their marketing efforts with the right value proposition.
Studies have shown that Social Login increases registrations by up to 90% and therefore helps hotels in creating a sustainable user-database.
2. Increasing user engagement – a recent study published by Gallup shows engaged customers are less price-sensitive. Creating an engaging social experience during the booking process can remove barriers and make the user feel more comfortable booking directly on the website.
3. Taking it personally – taking a simple task like registering or booking, and putting it in a social context, provides the ability to make hotel users feel special. Hotels can now personalize the whole booking experience by offering their users a unique offer that is most suitable for them, based on their personal preferences such as location, language, marital status, interests and more.
Booking engines should offer hotels to enhance their social engagement, and hoteliers should demand it from their vendors, so they can take their website to the next level in social marketing. The sooner the better.