How to Get More Bookings With a Full Funnel Marketing Strategy
/Whether you’re at a Hotel, Resort, Vacation Rental Management Company or a B&B, getting to full occupancy doesn’t happen overnight. There are thousands of businesses vying for travelers so your business needs to stand out from the rest. With changes to Google, OTA competition, Airbnb, and buyer behavior it can be a challenge to know how to market your property. In today’s travel landscape it’s essential to have a full funnel marketing strategy and be seen from traveler’s first Google search to creating a reservation at your property. This overview of how to get more bookings with a full funnel marketing Strategy will go over:
Top of Funnel: Awareness
Middle of Funnel: Engagement
Bottom of Funnel: Conversion
Top of Funnel
Top of funnel marketing involves getting your property found by travelers that are just starting their search. They may be going to Google and searching general keywords such as Wisconsin dells resorts or NY hotels. Others may start their search on an OTA or Metasearch site. These travelers are just starting their search, so how do you stand out from all of the travel businesses and be seen? Here are a few strategies on how to get more bookings by bringing in travelers at the top of the funnel:
Travel Blog
Paid Search: Top of funnel keywords
Marketplace Listings
Middle of Funnel
Congratulations! A traveler found your property online. Whether you’re marketing to a traveler who has merely seen your property online or who has booked through you previously they are now in the middle of your marketing funnel. With an average buying cycle of 80 days for travel, it is paramount to stay in front of them. Don’t let them forget about you! Here are some strategies on how to get more bookings by staying in front of travelers for the full buying cycle:
Email capture and email marketing
Social Media Retargeting Ads
Paid Search: Brand Protection
Bottom of Funnel
Now the traveler has found you AND is ready to buy! This is where you need to work to close the sale and get them to book direct. If they’re looking at your property on Metasearch you want them to pick your site so they can book direct. Once they’re on your site you want to keep them there to close the sale. Here are some strategies on how to get more bookings and close the sale.
Competitive pricing
Cart Abandonment
