Avoid Discounting by Using Visuals to Create Value
This article, 5 Ways for Hotels to Increase Bookings Without Resorting to Flash Sales, raises a solid argument against the effectiveness of flash sales for hotels on sites like Groupon and Living Social. Research by TravelClick finds that almost 40% of hoteliers are disappointed with the results of their flash sale campaigns and plan not to use the tool again.
I completely agree that there are more effective marketing techniques that can be used to fill empty rooms (that don’t result in paying high commission fees to third-parties). Three suggestions in this article are particularly beneficial.
What I find interesting is that all three of these points seem to come together as a cohesive marketing plan. Use images and videos to engage your guests online. Use these visuals to feature something of value to your customers, like your airport shuttle, and then syndicate it across all online channels to reach all of your potential customers.
As opposed to resorting to flash sales to fill your empty rooms, first consider enhancing your visual presence to convey value.
The key is to have consistent, compelling and engaging visuals that tell your hotel’s story across ALL channels that travel shoppers use to research and book hotels – this will drive many more sales in the long run than a flash sale.
[i] Marketing Profs, 2012