How to Use Google Analytics to Improve Hotel Marketing
In these days and age of hospitality, we can see that data is now the new currency. Hotels that can take advantage of Google Analytics will have the hotel marketing advantage to understand guest behaviour.
Why is Google Analytics Important?
Guests interact with hotel websites before they ever step inside. Google Analytics reveals where they originate, how they navigate, and what prevents them from booking. This helps shape better Hotel Marketing campaigns.
Setting Up Analytics for Success
To gather valuable data through Google Analytics tracking codes, a hotel must follow several steps, including setting up goal tracking and configuring e-commerce settings.
To begin, hotels must ensure proper setup. Tracking codes, goal configurations, and eCommerce settings are essential. Without these, valuable data may be lost.
Essential steps include:
- Add Google Analytics tracking to all pages.
- Put GTM(Tag Manager) in place to have better use and ease of management.
- Add goal tracking, like booking or ‘form submitted’.
Know Your Guest Demographics
Hotels’ marketing campaign using Google Analytics will allow you to view data on age, gender, city, and interest. This data can be used to create package options that specifically target your dedicated audience.
Data in EPIC hotel marketing plans! connects with the right audience at the right time.
Track Guest Acquisition Sources
One of the most important reports is the acquisition. Acquisition shows how guests discover your hotel. Did they come to the site from organic search, ads, social, or referrals?
Knowing this informs your decisions related to Hotel Marketing budget spend.
- SEO – are guests coming from search, and is that search traffic growing?
- Ads – does your paid campaign work, or are you wasting your time and dollars?
- Referrals – are partner websites bringing you bookings?
Analyze Website Behavior
It is not sufficient to get the visitors on your website. You need to retain them also. If visitors are dropping off at the point of booking, then this could be an indication that the booking process is too long.
Google Analytics will give you all the key figures, such as bounce rate, average session duration, and most viewed pages.
Cleaning up forms, implementing correct calls to action (CTA’s), and streamlining navigation can help avoid drop-offs.
Track Campaign Performance
Hotels advertise holiday, weekend, or high season offers. Using Google’s UTM tracking, you can see how every campaign is performing.
Hotels can then double up on the offers that convert and cut back on the ones that don’t.
Optimize for Mobile Visitors
Mobile usage is increasing very rapidly. Google Analytics reports indicate how mobile users behave and how desktop users behave.
If mobile conversions are poor, it might indicate design issues or slow loads. Correcting them can immediately improve Hotel Marketing performance and help achieve direct bookings.
Track Direct vs. OTA Bookings
The accommodations will probably be Online Travel Agency (OTA)-based, but profitability is reduced due to commissions. Analytics makes it possible to track bookings directly or via OTAs.
To drive direct sales, hotels can:
- Provide loyalty rewards
- Offer special discounts on their website
- Run remarketing ads to past visitors
Identify Successful Guest Markets
Analytics also reveals geographical trends. If you’re getting a large amount of traffic from a specific country, you can boost conversion rates by offering targeted ads or language deals.
For example, if you have mainly European visitors, then local language content renders your Hotel Marketing more appealing.
Customize guest experiences
Personalisation is critical. Google Analytics can be used to enable personalisation to segment audiences and deliver personalisation.
- Wellness packages for spa-focused guests
- Business Packages for corporate travelers
- Family offers for holiday visitors
This level of personalization makes Hotel Marketing more powerful.
Improve Website Content Strategy
Analytics also reveals what blog posts, videos, or landing pages are most popular. Hotels can then replicate such content. Compelling images, guest narratives, and city guides hook users and generate bookings.
Regular Monitoring for Growth
Hotels need to analyze reports on a regular basis. Regular monitoring helps Hotel Marketing adjust to evolving guest behaviors and market conditions.
Final Thoughts
Google Analytics is a valuable tool for hotels and will provide clear insights into guest behavior, booking patterns, and the success of marketing campaigns.
Hotels that are able to apply that information will be able to optimize Hotel Marketing to lessen dependencies on OTAs, and of course, increase direct bookings.
Get in Touch
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