Marketing is an eternal topic for hotel operations.

Hotel marketing has gradually developed from single channel marketing to the establishment of a marketing matrix。and，The continued penetration of hotels into the Internet，Online marketing is valued by more and more hotels。

In addition to brand marketing, a large number of independent hotels entrenched in China，Pay more attention to the conversion rate of marketing。With the development of mobile Internet，New methods of hotel marketing are emerging in an endless stream。Many marketing methods are essentially copied from other industries，There are very few professional hotel marketing agencies that understand the hotel market in the Chinese market。The following hotel marketing methods are available for reference。

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Thinking points:As a newly opened hotel that needs to acquire a large number of new customers，SEM is very necessary。It refers to any form of advertising on search engine results pages，Generally these ads will appear above the search results、Bottom and sides。They can be plain text，Or product picture link, etc.。SEM is usually implemented using search engine marketing platforms (such as Baidu Marketing Center)，Pay per click or pay per impression。

188bet Online Sports Betting and Casino However, once you disable SEM ads，There will be no new customers arriving through SEM ads。In general, SEM is suitable for hotels that are in urgent need of new customers，Of course，It needs to invest a certain amount of money in the booking engine every month。

Operation method:Contact the promotion staff of Baidu Marketing Center，The other party will make a marketing promotion plan based on the actual situation of the hotel。The hotel only needs to provide top products，Picture、Basic creatives such as links are enough。The starting time is determined by the hotel。

Advantages:SEM can quickly achieve customer conversion rate，As long as you are willing to invest，You can quickly bring customers to the hotel。Opposite，less initial investment in SEM，With the increase in the number of customers and clicks，Advertising costs will be relatively high in the later period。So SEM is more suitable for monthly marketing budget、Hotels that need more new customers，Such as off-season promotion、New store sales, etc.。

Disadvantages:SEM’s advertising settings and revenue generation operations are relatively complicated，And the customer conversion rate is low。But hotels can adjust advertising costs in advance，Thereby regulating direct booking of advertising sources。
Budget:It is CPC mode (pay-per-click mode)，Calculate costs based on click-through rate，The market price is generally around one yuan per click。

SEO (search engine optimization)

Thinking points:SEO refers to the adjustment of the structure and content of the hotel’s official website，Enable it to rank higher in search engine results pages,To put it simply, it is to enter Baidu bidding ranking。The higher the website ranks in search，The greater the chance of visiting, naturally，Opportunities to acquire customers will also increase。

Operation method:SEO requires specialized personnel and even professionals who can estimate the market，To optimize and adjust the website in advance，Includes the number of content on the website、Quality guarantee，Includes the use of keywords，And urgent updates of information。Ask someone to conduct SEO testing on the hotel’s official website on a regular basis，Make your site perform better in search results，Thus bringing "free" traffic to the website，Increase direct sales ratio。
Benefits:Good SEO can make hotel search rankings high，Achieve direct sales customer conversion rate。

Disadvantages:SEO website optimization cannot pay off immediately，It will take a few months，It may even take several years to see the effects。It is a long-term strategy，Need hotel at time、Energy、Personnel、Long-term investment in terms of budget and other aspects。

Budget:20,000/year.

Email Marketing

Thinking points:Email marketing is a relatively high-end product、A customer relationship maintenance solution for business people。Hotel scheduled or irregular，E-mail greetings or promotional information, etc.，To influence customers’ consumption decisions，Improve customer stickiness。

Operation method:Contact email marketing service provider (such as webpower),It develops marketing solutions based on the quantity and quality of hotel customers，Hotel marketers can regularly send carefully edited email content to groups。Email marketing service providers will also make statistics based on customer click-through rates and other data，Do targeted precision marketing。

Advantages:E-mail advertising generally does not arouse customer resentment and resistance，And the click-to-open rate is relatively high (the click-to-open rate is generally around 30%)，And lower cost，Is a good way to maintain customer relationships。

Disadvantages:Relatively low real-time and interactivity，Because we pay more attention to brand promotion and awareness promotion，So the sales conversion rate is relatively low。

Budget:Determined based on the annual delivery quantity，usually comes in the form of a set meal，Send 600,000 emails a year，The price is about 10,000 yuan。

Metasearch

Thinking points:Metasearch is a vertical search price comparison platform，The metasearch mentioned here refers to travel metasearch。The metasearch platform collects product prices and inventory information from many OTA hotel distribution platforms，Customers can compare the product and price differences of various OTA platforms on the metasearch platform，Be able to make consumption decisions quickly。

Operation method:At present, the main domestic metasearch platforms are Qunar，Skyscanner、Trivago、Kuxun etc.。But，Some metasearch platforms have cooperative relationships with OTAs themselves，So，When the hotel cooperates with certain OTAs，Automatically listed for sale on metasearch，This point deserves the attention of hotel marketers。

Advantages:The commission ratio of metasearch is much lower than that of OTA，And metasearch’s online traffic is equivalent to OTA traffic。

Disadvantages:Unable to trade online，They all jump to the OTA page for online transactions，Customer source cannot be captured。

Budget:The commission rate is about 5% of the room rate.

Dynamic value

Pricing for most hotels、Pricing adjustments are based on operating data and sales experience in previous years，However, market changes are affected by many aspects，It is affected by the regular laws of the market，Also affected by competitors’ marketing strategy adjustments, etc.。The hotel market is changing every day and even in real time，How to gain keen insight into the market，To perform pricing intervention，Therefore, it is particularly important to improve hotel revenue management。

Introduction of revenue management system,Can connect to the API of hotel PMS，Understand the market performance index in real time、Competitive product price adjustment，And hotel room availability, etc.，To make pricing and price adjustment suggestions，Maximizing hotel revenue。At the same time, you can obtain all room types of competitors on OTA、All price information，Keep up to date with competitors’ price changes；Automatically obtain information on all large-scale events in the region and the room and night demands caused by the events，Help hotels formulate appropriate sales strategies and price policies in advance。

*Author of this article: Wang Feng，Zhihui travel expert author，Focus on hotels、Non-standard accommodation area，Personal WeChat ID: aaron88551487 (please indicate "name + unit + position" when adding)，Welcome to follow and communicate。