The Internet serves as the foundation for most luxury hotel marketing programs today. It’s used to launch relationship building emails and send tactical offers. Press releases must pass search engine optimization tests and advertising, promotional and linking opportunities abound.
At the center of all this Internet activity is the hotel’s own web site. So it’s not surprising in today’s economic environment hospitality marketing professionals are keenly focused on finding cost effective ways to increase quality traffic to their site.
A good way to do this is through banner advertising, right? Not according to a recent study conducted by Opinion Research for ARAnet Adfusion.
Of the five different marketing formats measured in the survey, the two most effective ways to get Internet users to take action (click through to your site) are having your brand included in an online article (51%) and providing them with an email offer (47%).
Banners ads are less than half as effective in delivering visitors to your site as being mentioned in an article. So it makes sense – to increase web traffic you should stop advertising.
So rev up your public relations and beef up your online direct marketing capabilities and start driving more traffic to your web site.
And if you really want to supercharge your PR and DM efforts make sure they are integrated into a comprehensive customer relationship marketing (CRM) program.
One last thought – think of each TripAdvisor review as an online article mention and you’ll see why having a comprehensive TripAdvisor strategy is so important. Need help? Contact me.
What do you think? Safe travels – Madigan Pratt