Best Practices

Top 10 Articles from 2016

With just over two weeks until Christmas, we’re recapping the top 10 articles from 2016 on the Leonardo blog. Here’s what piqued the interest of hotel marketers around the globe, with some practical tips for you to take into 2017.

10) How to Optimize Images for SEO

We all know that high-quality images are important in telling your property’s story, and grabbing the attention of travel shoppers as soon as they hit your website. Images are an incredibly powerful way to create an emotional connecton with consumers, which is important because a whopping 50% of purchases are driven by emotion.

We also know that Search Engine Optimization (SEO) is critical to your digital marketing strategy. You may have the most visually-stunning website out there, but if nobody can find it, then it’s pretty useless.

In this article, we bring both ideas together to explain how to optimize images for SEO to drive more organic traffic.

Image of the google search landing page for "horseback riding in montana". Image SEO at its finest

Google Images is another way to generate organic traffic to your website

9) The Science Behind a Website That Converts – Where to Position Your Call to Actions

Much research has been done into how people read webpages. There is, in fact, a science to it; a certain pattern our eyes follow when we visit a website.

Understanding how people read websites helps determine how to design your website in order to lead visitors down the booking path. In this article, we examine two concepts, the F-Pattern and Z-Pattern, to understand the most valuable on-screen real estate of your website, and where you should position your call-to-actions.

The Malolo B&B's homepage showing how people read visually driven websites in a Z-pattern

The Malolo B&B takes advantage of the Z-pattern, placing their book now button in the top right corner.

8)  Drive More Hotel Bookings with Intelligent Personal Content

How do you create digital marketing campaigns that stand out from your competitors AND align with your revenue goals? Chris Regalado from RevMar Digital shares how psychographics and personalized content can help hotel marketers.

7) 8 Ways to Drive Traffic to Your Hotel Website (Part 1)

With an unlimited amount of travel options available online, one of the major challenges hoteliers face is how to drive traffic to their website. And not just any old traffic, but quality traffic; travel shoppers who actually plan on visiting your area and are looking for accommodation.

This article outlines the digital marketing strategies to focus on in order to increase the volume (and quality) of your website visitors. (Don’t miss Part 2 of this article for even more tips!)

6) 5 Reasons for Booking Abandonment and How to Optimize Your Checkout

The travel industry spends billions of dollars each year on digital marketing, yet 81% of online travel bookings are abandoned. In 2014, Boxever estimated that number to be worth nearly $1.78 trillion dollars. That’s a big number, and for hotel marketers, a big problem!

In this article, we outline 5 common reasons why online travel bookings are abandoned, and some potential solutions to help increase your website conversions.

5 Reasons for Booking Abandonment & How to Optimize Your Checkout

5) What OTA Commissions Are Costing You

OTA commissions are a thorn in every hoteliers side, but exactly how much are they costing you? In this article, Darlene Rondeau, VP of Best Practices, Online Merchandising at Leonardo, breaks down the cost of OTA bookings to your bottom line, and shares 4 tips to shift the balance of power from their “wallet” to yours.

4) Instagram Do’s and Don’ts for Hotel Marketers

Humans tend to learn things visually. So it’s really no surprise that 70% of marketers have increased their use of visuals in social media marketing.

Right now, one of the most popular visual platforms is Instagram. In this article we look at some of the best ways to leverage Instagram to tell a compelling story about your property.

3) The World’s Best Captions and Short Descriptions in Hospitality

When browsing through hotel photos online, travel shoppers are usually only presented with one component of the message: the image itself. Sometimes that’s enough to tell the story, but why not supercharge the shopper’s purchase intent by providing perspective with helpful captions and brief descriptions?

After all, people are shortchanged for time and overwhelmed with information, so giving them useful and entertaining insights at a glance make a lot of sense.

This article offers some best practices on how to write compelling captions and short descriptions for your website images.

Hotel Website With Great Captions

2) Driving Direct: Best Practices for a High-Performing Website

Why is driving direct bookings such a challenge? Well, in an effort to make a great website, hoteliers often unknowingly move further away from achieving the goal of their website – converting lookers into bookers. They focus on things that aren’t adding value, versus providing a great user experience that makes the site easy to book through.

Joey Egan, VP of Marketing at Leonardo, reviews some best practices on how to build a hotel website that converts.

1) Mobile Compatible vs. Mobile Optimized: What’s the Difference?

Mobile compatibility, mobile friendly, and mobile optimization. You’ve probably heard these terms before, but what do they really mean and why should you care? In this article we compare mobile optimization and mobile compatibility to help you make an informed decision on which mobile website is right for you.

Top 10 articles from 2016: mobile optimization

Mobile compatible vs. mobile optimized

Thank you for visiting the Leonardo Blog in 2016. We look forward to sharing more hotel marketing best practices with you in 2017.

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