'Invest in self-direction in hotel online marketing!'

Useful advice for hoteliers

Everyone agrees that digital marketing has become a specialist field. Technological developments are barely keeping up. The question? Is the hotelier getting everything out of his own website? Can a hotel site be better designed on the way to greater returns? According to Thomas Dieben, owner of Becurious, the online marketing agency for the hotel industry, the answer to those questions is 'Yes'.

1. First, why are you only concerned with (digital) hotel marketing?

"The hotel sector has unique characteristics. As a result, online marketing also has a different character compared to other industries. Most importantly, a hotel website should offer the same experience as the moment you walk into a hotel. Hospitality 'should' be part of that digital experience. I believe in the power of the triangle; internet technology, hospitality and marketing. That is what Becurious has specialised in over the years. Our challenge is to make external booking
sites. After all, those can never convey the level of 'hospitality' in their communications as a hotel can on its own site. We go for a matched design and a matched look." 

2. What you are saying sounds logical. But, then, how come many hotels don't seem to have all this in order anyway?

"When booking sites emerged, it seemed like an easy way for hotels to welcome potential guests. The commission to be remitted was okay. People were actually fine with it. But now it does seem that a great dependence has developed on those sites. At the same time, many consumers who are looking for information on such a booking site often check the original hotel site anyway. It is precisely at that moment that you should seize your opportunity. Show more about the advantages of booking directly. Think of discounts on breakfast, a later check-in, free parking or a welcome drink to tempt guests into the hotel bar or restaurant. Many hotels do not yet sufficiently seize these opportunities."

3. Did the corona period prove to be a turning point in this?

"Yes indeed! Every hotel is now facing staff shortages. People are therefore looking for more efficiency and thus better digitalisation. So an awareness does seem to have arisen in the hotel industry that people now have to work themselves. After all, everyone desperately needs the euros!" 

4. How will the digitalisation of the hotel industry develop in the coming years?

"Hotels know that they need to market themselves better. So, that they have to take their own direction. For instance, they will start developing their own 'Member' programmes more than before. In other words, the hotel industry is going to invest in that self-direction. Strategic online marketing is moving up the agenda. And, people know that they need expert specialised external parties to do this. After all, you can't do everything yourself!"    

What does a (hotel) website need to meet in 2023 - according to Thomas Dieben of Becurious?
1. The User Experience is the essence. Thus, the loading time of web pages will have to be super fast to retain the potential guest - the website visitor.
2. The advantages of direct booking - compared to external booking sites - should be clearly visible.
3. The site should be technically built to be optimally indexed by search engines.