Not Receiving That Many Online Bookings?
With us being well into the 2nd quarter now, many hotels are reviewing their reservations and occupancy reports and probably scratching their heads on why they are not receiving many online bookings. There are many factors as to why your hotel is lacking bookings from this major channel and the one main reason is that your site and other online content might not be up to date.
When people turn to the internet to search for hotel rooms in a local area they are searching by various searches. When you might think that your city with hotels next to it is the most popular search you could be wrong. We did some keyword research in the area of the hotels that we manage and found out that our main search keyword phrase has been falling at a fast pace. People are actually trying to tighten down their searches to events, businesses, or attractions that they are visiting. So this all goes back to your website. Are you updating your content on your website pages enough?
What events are being held in your area this year that were not there last year?
Do you still have old events from last year posted on your site? Or Even worse are there events from 2 to 3 years ago?
You will need to really take a broad look as to what is going on in your area this year, and make sure your website content reflects that. If you have not updated your content on your webpage for quite some time, you need to invest the time to get this done. One key thing you need to always remember is that Google likes Fresh Content. They also like to see fresh content to local areas, when it comes to hotels. Google handles hotel searches a bit differently then they do with other business searches.
They want to make sure that people who are searching for area hotels get the hotels that are close to what they are looking for. A couple of years ago, hotel searches would show up any site that was ranking high in key words. This is no longer the case. Your site has to be an honest site about where it is at locally, and has to tie into what is happening in the local area. So the first thing you will want to do is get that first page updated, and if you have an event page you want to make sure that is updated as well.
Check Your competitions websites and look to see how they are representing the area that they are in. This will help give you ideas as to how to change your home page wording, and even driving directions that might be on your website.
Pictures and Blogs
Now your main website is not the only thing that needs updated and has to have fresh content. Your social media, and blogs need to reflect fresh content too. When was the last time you remodeled your hotel? Do you have new pictures on your website but not on your blog? This right here can be a very dangerous situation as you were blogging at one time, and then you have it sitting out there with old content. One thing you need to keep in mind is that when you have a blog, and you don't update it, it still is getting some kind of traffic, and Google and other search engines look at it as your connection to your website. So if you have made some changes at your hotel, then blog about it and post pictures!
Do you still have pictures of your rooms with old bedding but your hotel has gotten new bedding?
Do you have the new pictures of your new lobby with the new carpet?
Do you have new employee pictures posted on your social media or blog?
Remember with this day and age having fresh content on your sites representing your hotel is very crucial in getting online bookings. Start reviewing all of your online content today, get it updated, and then drive traffic to it to let people know that your property is staying with the times. Also this will tell Google that there is something new about your hotel and your properties content will start coming up in new searches for your area.