3 Common Online Marketing Mistakes Made by Resort Owners
There’s three common online marketing errors I see committed by resort owners that cause their website to leak direct bookings. I’ve increased the website traffic of over 20 Australian accommodation providers by an average of 30% in the past 3 months and noticed common mistakes made by all that you can avoid to reach your marketing goals:
1. Letting Booking.com and Wotif.com eat you up
Search your resort name in Google right now. Are ads at the top or right-side? You’ve been brand-hijacked. Booking.com and Wotif.com are the best booking sites at hijacking Australian accommodation providers because they have teams dedicated at this. They've been doing it for years for a reason - it produces a positive return on investment.
Start an AdWords campaign to drive visitors looking to book with you. It can be complex to setup if you’re not AdWords qualified and do not know how to beat these bigger companies with million-dollar budgets. I recommend at minimum you target Australia, split-test your ads for higher click-through rates, advertise on your brand, stick to the broad-match modifier, and track your conversions.
2. Poor Google search optimization
The modern traveller’s research process is complex. You need to be high ranking in Google for relevant search terms to get in front of people during their research process. SEO today is more complex than “meta tags” and “keywords” (in fact, doing those wrong can decrease your rankings) -incorporating factors like your online reputation, site speed, and authority of websites linking to you. Avoid any type of low-quality SEO to inoculate yourself against overnight Google penalties that can cut your bookings overnight.
3. Ignoring mobile
Look at your website on a mobile or tablet device? Don't be that manager who has no idea how your visitors are interacting with your business. Can you read everything easily, do all the features work, and can you book without a problem? I estimate 90% of Australian resorts immediately lose 30% of visitors and bookings just because their site is not mobile compatible.
If you'd like to correct all these mistakes, call us on 1300 659 289 for an exploratory chat.
For more help to boost your direct bookings, watch our free video training on mobile bookings.