Hotel Benchmark: Understanding Your Hotel’s Direct Web Performance
Presented by: Katriona Blunden
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Understanding your hotel’s direct web performance is crucial for any hotelier looking to drive down third-party commissions and increase the volume of bookings which come via brand.com. Hotel Benchmark, a company specialising in producing reports similar to those provided by STR, helps you contextualise your direct web performance allowing you to make proactive changes and updates to keep on top of your digital marketing.
On our latest monthly webinar, we were joined by Katrina Blunden from Hotel Benchmark who gave us some insight on how the reports work and can benefit your hotel. She also touched upon the state of the industry and the trends they were seeing across their large database of hotels. Below is a summary of what she presented along with the slides which were shared.
There has never been a better time to be consulting data on a month by month basis to spot opportunities. The free (basic) Hotel Benchmark report is a resource that can help hotels do exactly that.
As bookings and transactions completed on mobile devices continue to track upwards make sure your mobile site is fit for purpose. Reservation and booking screens should be easy to fill in, page loading times should be efficient and consider paid campaigns to target customers making last-minute bookings on mobile devices ‘hotels near me’, ‘restaurants near me’ etc
Capitalise on the current domestic market and bid on your own brand terms that travellers are searching for to drive ROI for Google Ads campaigns
