What is Performance Marketing?
Performance marketing is a type of marketing in which the purchaser pays only after their objectives are met and that can be attaining specific goals that are specific and measurable. The specific goals can be lead generation or sales. Performance marketing is a subset of digital marketing in which our main focus is on specific measurable outcomes such as leads, results etc.
Performance marketing for hotels
Performance marketing for hotels is a technique of using paid advertising tools for promotion of hotels to potential guests. Most of the people these days use the internet and most of them search for hotels online. Most of the travelers and guests use online travel agents to book hotels.
With the help of performance marketing also, hotels can increase their bookings and brand awareness. Using performance marketing services, hotels can run marketing campaigns on Facebook instagram, Linkedin and Google ads. Performance marketing has the ability to track visitor behavior, deliver leads, sales and we can track ROI of our marketing campaign.
Hotels can run dedicated campaigns on Google ads and Facebook ads as there are many benefits in engaging in these campaigns. Also, they make sure that the hotel is visible to the audience and the information about your commendable services reaches the right people. Also Facebook ads are budget friendly.
Hotel customer Journey
The following steps are apart of hotel customer journey-
- Awareness- In this stage, we make customers aware of the hotel service we are providing with the help of social media campaigns so that the customer begins to consider.
- Research- In this stage the customer begins to research about the hotel and its services such as pricing, F&B service, reviews. Reviews play a key role in this stage as according to a research, customers prefer choosing those hotels with positive reviews.
- Consideration and booking- In this stage, the customer considers staying at the hotel. After the final decision is made, the customer then makes the reservation.
- Stay in a hotel- After the customer gets the booking confirmation, he stays at the hotel. The hotel has to provide exceptional customer service to him.
- Post stay- In this stage, the customer will check out from the hotel and may leave reviews of his experience. If the experience was positive, he will give positive reviews.
Performance marketing strategy for hotels
The importance of performance marketing in the hotel industry is rising. Hotels are putting into practice a variety of performance marketing campaigns such as Search Engine Marketing (Google ads), Facebook ads etc.
Hotels need to take and keep data of its first time customers in order to make them recurring customers. They can use a push strategy to increase demand. The push strategy can be used to convert and drive demand and this can help in the customer acquisition process. High impact paid search advertising is also an effective method of search engine marketing.
Also Hotels need to create a large database of customers and use big data analytics methods to analyze and interpret data.
