Google and Hotel Brands
SEOBook recently posted the infographic below regarding the current state of SEO and the ways in which Google favors big brands. The content discussed in the infographic does impact your hotel’s search performance; our hotel- and hospitality-focused commentary follows the graphic.
The brands against which your hotel competes for search rankings include:
Online Travel Agency (OTA) Brands:
- Expedia
- TripAdvisor
- HomeAway
- Etc.
Hotel Brands:
- Marriott
- Hilton
- Crowne Plaza
- Best Western
- Holiday Inn
- Etc.
What independent hotels need to do to compete against the big travel brands
Continually invest in content:
Content can include video, photo, interactive maps/travel guides, mobile apps and articles/blogs/travel guides – basically, anything that users will find helpful when planning a trip or vacation. Big travel companies are not able to do this, as they are spread too thin with too many properties or too many locations. However, you have the advantage of only having to create content for your local area. Content investment has a huge impact on SEO and social media visibility. This is your biggest advantage against the big brands.
Run Google AdWords:
Make sure your internet marketing provider is utilizing all tools, micro-channels and geo-targeting features that AdWords offers. This includes: ad scheduling/day parting, mobile PPC, Ad Extensions (site links, video, expandable map) and geo-targeting (geo-target specific offers to relevant areas around the world or don’t advertise to areas with low ROI). Additionally, make sure you are #1 for all derivations of your brand name terms. This is very important: it might seem like a no-brainer, but the OTAs will try to bid on your brand name and steal those clicks from your website (for more information, read “Why Hotels Should Bid On Their Brand Name“. These are small details that can make a huge impact to your online visibility and ROI.
Maintain strict control over rates and packages:
This might be the most important barrier to increasing direct bookings: the rates at your property website must be the same or a little lower than the rates found on OTAs and global distribution systems. Additionally, offer a few more unique, seasonally appropriate packages on your property website than on OTAs. We still see plenty of hotels offering better rates through OTA websites than their direct channel. Also, if you have not already, read this article about why customers that booked through OTAs are not really your customers: http://hotelmarketing.com/index.php/content/article/why_ota_customers_are_not_your_customers
What flagged hotels need to do to compete against the corporate brand campaigns
Continually invest in content:
Just as we stated above, rich and plentiful content on your property website that helps users when they’re planning trips is your biggest advantage against corporate brands.
Do whatever it takes to be #1 (both SEO and PPC) for your brand name terms:
This is the most important point: the corporate brands will try to put restrictions on brand name bidding in PPC. Do not allow this to happen and do not allow them to control your online marketing efforts. In order to increase direct bookings through your property website you must be able to bid and rank #1 for your brand name terms (for example: crowne plaza downtown chicago, hilton la jolla, marriott nyc, best western dallas airport, etc.)
Leverage social media & reputation management:
If you’re a brand name property, customers have an image of what they should be getting from you even before they step through your door. Furthermore, corporate spends millions every year building and strengthening their brand image and loyalty programs. It is very important that your online reputation and reviews meet brand standards. Reputation management will help you identify your greatest strengths and weaknesses, allowing you to fix the areas that customers are identifying as being less than standard/stellar. Today (2011 moving into 2012), the average consumer users just over 10 different sources of influence before making a buying decision (in 2010 it was just over 5 sources). Those sources of influence include: word of mouth from friends/family, reading online reviews, researching on search engines and comparison shopping. The point is, there are multiple ways for consumers to research and read reviews (from their peers) before deciding to book at your property, and you need to have a voice in all of them.
Conclusion
The fact that Google favors brands in search results means independent and flagged hotels need to be more proactive about staying on top of their online marketing. Fortunately, the avenues discussed above are excellent ways you can remain competitive online and on Google.
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