Internet marketing of hotels, restaurants, cafes, clubs and tourism. Promotion of the hotel in social networks. Using social networks as a tool to promote hotels Social networks are a tool in promoting hotel services

The issue of promoting hotels in social networks gathers around itself a lot of debatable questions: is it worth investing there, is there sales there, how to calculate efficiency, whether all types of hotels need it. But the fact remains that it is necessary to be present there. The whole question is which social networks to choose, what promotion goals to set for yourself, and how much it costs. In this article, we will discuss what social networks are for a hotel, and what type of positioning in this context is optimal for you. Let's figure out what to do before starting work in social media. We will also discuss an issue that SMM often does not talk about: why you need to remember about SEO when working in social networks.

SPA-hotel Velich Country Club is present in three social networks: Facebook, Instagram and VKontakte. Nadezhda Levina, Marketing Director, comments that the choice of these networks is not accidental, it is there that their potential guests live. And at the first stage, it was the most important - to describe your audience to the smallest detail (habits, hobbies, work, etc.) and find the habitats of these people in social networks.

This is what helps to build the right content plan, as well as set up targeting in the promotion of posts.

Corporate media: in the same line as email marketing, PR using similar working methods. You can use your page to broadcast the story of your hotel with the positioning necessary to attract an audience. Your resort may need to involve families with children at this stage. Tell parents why your children will be comfortable and safe with you. Show the video how the youngest guests are having fun in the aquazone, how interesting they are with the animators. Do not forget to tell that you have a medical professional who is on site 24 hours a day.
Complaint book. But unlike recommendation resources, it is managed. Given the prevalence of social media, it is often more convenient for a guest to go, for example, to the Facebook application to say that the reception did not help him with the issue, or the food in the restaurant was not tasty. Dealing with objections in social media is easier. And often, a disloyal guest can become a regular guest at your hotel.
Least of all, social media can be a sales channel. Mostly it is possible for mini-hotels, hostels, resort hotels... This format works well when promoting interesting specials. For example, a romantic Valentine's Day dinner at a discount.

Nadezhda Levina, Marketing Director of the Velich Country Club SPA Hotel, believes that social networks for their hotel work in an integrated manner: “For us, social networks are both working with reputation, and a way of communicating with guests, and, of course, as a result, a sales channel. As a sales channel, SMM works only if it is successful in working with reputation and communication. If we tackle this together, the efficiency of social networks for the hotel increases many times over. This is synergy. Each segment of the audience behaves very consistently according to its own logic. You need to build positive trusting relationships with your audience and optimize your marketing for it. The hotel's SMM funnel looks like this: at the first stage, people get to know the hotel, at the second, they evaluate, and only then make a purchase. The second stage is the most difficult. After we have interested the audience with our presence in the market, there is a great temptation to try to sell aggressively, but this is just not allowed. It takes patience and time. It is necessary to provide information beautifully, entertainingly and unobtrusively about what is special, convenient and interesting for our audience, why they need us. And only after that - sales. The best marketing is when the guest gets the impression that he found us and chose us. And if this happens, then the last stage in the funnel begins - the guest becomes not only a permanent, but also (more importantly) our ambassador, attracting new guests to the hotel. And often through the same social networks. Of course, there won't be thousands of followers at once, and that's okay. But the funnel works very simply: the more people have studied and appreciated the information about us, the more there are those who have reached the sales stage. And the better the audience at the entrance (the more it matches our promoted services), the higher the percentage of actual bookings at the exit ”.

What needs to be done by the hotel before the start of work on social networks

Determine the audience, choose a concept, choose channels.

Monitor your competitors on social media.

Determine the scope of work and budgets.

Find / assign an employee responsible for SMM.

Think over the tone of voice of your communication with guests.

Decorate the pages.

Create a content plan for at least a month.

Create a content pack for 2 weeks.

Separately, it is worth considering such an important aspect as the availability of a content package. This should not be confused with a content plan. The content package provides completely ready-made materials: texts, photos, videos. Why is this needed? First, the posts will be thoughtful and filled with really valuable information. Secondly, in the temporary absence of an SMM manager or other person responsible for the content, any other member of the team can post the material. What about the news, you ask? Yes, for news we reserve 20-30% of the space in the content plan, and write them as they become available.

Ideas by types of materials for interesting content of your hotel page:

photos, cinemagrams, coubs;
video reports, portraits in the interior;
polls and voting;
auctions and competitions;
motivators, memes;
life hacks and tips;
overviews of attractions and events (not necessarily on site);
infographics and statistics;
guest content.

An example of a fragment of a content plan

Why you need to keep SEO in mind when working on social media

You need to understand that one of the key goals of SMM, like SEO, is to attract guests to your site for subsequent conversion into sales (bookings, calls, orders). But in the case of SMM activities, any changes to the site pages are very rarely made, and the analytics systems are not analyzed. New pages are also rare.

SMM problems	SEO help
1. It is impossible to track the effectiveness of attracting the target audience (in the form of bookings, calls, orders, profits) according to the configured goals or e-commerce in analytics systems.	1. As part of SEO promotion, a list of important / priority goals is formed already for 1-2 months of work + e-commerce is set up. This work helps SMM and other channels see actual results.
2. It is often impossible to bring a segmented (for example, from a post about a wedding by the sea) target audience to a specific landing page, because it simply does not exist.	2. As part of SEO promotion, a semantic core is formed (groups of keywords are selected), and profile pages are created on the site. They are also great for the needs of SMM.

On the other hand, SMM can also solve the problems facing SEO.

SEO problems	Help from SMM
1. A variety of traffic sources is important for search engines when ranking (determining a position in a search engine) a site. If the site is accessed only from Yandex or Google, then this often means that the site is not very popular and unknown.	1. As part of SMM promotion, there is usually activity on many social networks at the same time. Thus, visitors from social networks go to the pages of the site, improving its profile of traffic sources in the eyes of search engines.
2. Some of the pages of a website in SEO-promotion can be out of the top 10 due to numerous factors.	2. The influx of people to these pages of the site makes it clear to search engines that the pages are important and benefit other people. In turn, search engines raise the site higher than it was before.
3. Many pages for SEO-promotion are specialized for low-frequency queries (low demand on the Internet). In turn, this means that the behavioral factors (% of refusals, the number of viewed pages on the site, the time spent on it) that affect the ranking in search engines are difficult to calculate, because few visitors.	3. Thanks to promotion in social networks, there is an additional influx of people to the pages of the site, which allows search engines to better calculate behavioral factors and improve the site's position for key queries.

IMPORTANT! For new sites that are less than 6 months old, complex promotion is needed even more than others. The combination of SEO + SMM will not only improve the indexing status of a new project, which is critically important, but will also allow you to quickly get out of the Sandbox filters, the sandbox from search engines. There is also a greater likelihood that the new site will be more authoritative in the eyes of search engines, i.e. there will be more confidence in him. This means that it will be better ranked by mid-frequency and high-frequency queries.

Thus, when starting to work in social networks, it is important to remember what is the purpose of the hotel in terms of being there, whether you have enough resources (time, human, financial) for a full-fledged presence there. It is also important to remember that all tools show more effective results when they work in combination.

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Ways to attract customers via the Internet

The site is an advertising tool designed to promote hotel services. Like any other advertising tool, it can be effective, ineffective, or completely useless. The goal of every hotelier is to maximize resource efficiency. To do this, Internet marketing provides a number of tools, the most popular among which are the following:

1. SEO (from the English search engine optimization) or search engine optimization;
2. contextual advertising;
3. Yandex.Address and Google places - special services of search engines;
4. SMM (from the English Social media marketing) - promotion in social networks;
5. thematic mailings or email marketing;
6. thematic sites - thematic blogs, forums, etc.

The most common, effective and at the same time expensive are search engine optimization and contextual advertising. Their combination ensures coverage of the maximum target audience. The rest of the Internet marketing tools are most often used as additional ones. Analytics allows you to track the effectiveness of each specific promotion method and correctly distribute financial investments in promotion. Let's take a closer look at the role played by each of the listed methods of driving traffic.

1. Search engine promotion

According to statistics, about 450 million people enter approximately 11 billion queries into search engine windows every month. Up to 90% of visitors come to web resources from search engine sites. At the same time, about 70% of users exclusively use links from organic search results for this, ignoring contextual advertising. At least 40% of buyers of modern online stores come from search engines. About 46% of users learn about the emergence of new Internet projects through search results. This confirms the importance of search engine optimization in a hotel's marketing campaign aimed at increasing traffic from the Internet and increasing the number of real customers.

According to research by NPD Group, search engines Yandex and Google bring about 55% of buyers to the website. At the same time, the conversion rate of Internet project visitors to customers is 15 times higher than the conversion of any other traffic sources, and the conversion across the entire site is 7-8 times. Thus, among modern methods of Internet marketing, search engine promotion gives the highest return on investment (ROI) - in 42% of cases (despite the fact that, for example, banner ads provide the highest return on investment in only 4% of cases).

When engaged in search engine promotion, it is important to correctly compare your own financial capabilities, in accordance with which to set the achieved result. It is necessary to take into account the data of the Compaq study, which showed that 68% of users look only the first page in the search engine results and only 7% of visitors go beyond the third page. However, reserving space on the first page guarantees an increase in conversion rates or an influx of target audience only if the request is targeted. From this it follows that it is better to achieve a site's position on the second or third page for a targeted request than on the first for a key request, which is useless for the site and can become a source of extremely uninterested visitors.

The purpose of search engine optimization when working on a hotel website is to bring it to the TOP or to the highest possible positions in the search results. In order to achieve such a result, an Internet project must meet the requirements that Yandex and Google systems impose on content, design, usability and site structure. A high-quality Internet project of a hotel, according to search engines, should have:

Original (unique), structured, concise, truthful, content (this applies to any content - texts, photos, video files);
- a well-thought-out design that matches the theme of the site;
- convenient navigation for efficient data search and quick transition to the required section;
- a well-thought-out structure, in which the following pages must be present: Contact Information, About the hotel, Special offers / Promotions.

Thus, optimization covers a wide range of works related not only to promotion in search engines as such, but also to improving usability (usability of the site), attracting targeted traffic and increasing the interest of the target audience in the promoted web project and the services provided to it. In the process of competent search engine optimization, gross errors in the work of the site, deficiencies in content, structure, and design are revealed. In addition, SEO provides ample opportunities for finding new unoccupied niches in a specific area and using them in order to improve an Internet project and increase its traffic and conversion rate.

A large number of search engine requirements with a lot of competition makes hoteliers spend a lot of time and money in order to provide an Internet project with a place in the TOP-10. However, even when it hits the top positions, the website owner still has a lot to work on. It is important to understand that even when choosing a hotel from the top positions, the user can stay at one of ten possible options... In doing so, he will be guided by subjective reasons, which, as a rule, coincide in the bulk of people. The user switches from search to a specific Internet project if he sees the most complete and valuable information about the hotel. For different people, different data are valuable, so it is important to provide a list of all important services and key information about the hotel, including its class, contact details (address and phone number), social bookmarks, special offers and services. It is important to provide the user with quick access to any information that may interest him, quick links will help with this (Fig. 1).

Rice. 1. An example of the correct design of the site in the search results

2. Yandex.Address and Google places

Search engines, first of all, are used not for promotion, but to help users with the necessary information. They are designed for the user and are constantly enriched with new services for his comfort. The task of search engine optimization specialists is to use the capabilities of search engines to the advantage of the promoted Internet project. Thus, the Yandex.Maps service allows a potential client to receive all the necessary information about the hotel and its services (contacts, nearest metro stations, reviews, photo gallery, links to social pages, a list of services provided) without going to the restaurant's website. This can be seen in Figures 2 and 3.

Rice. 2. An example of the Yandex.Maps service

Rice. 3. An example of the Yandex.Maps service

Thus, a person can decide on the choice of a suitable hotel without visiting its website, which will save him time. Registration in Yandex.Addresses and Google places allows you to position your site favorably in front of the target audience and is an integral part of a competent component of integrated Internet marketing.

3. Contextual advertising

Contextual advertising is a type of marketing tool that differs from any other types of online advertising by targeting the target buyer. PPC ads appear in the top or side lines of search results and correspond to the query entered by the user. Thus, a potential buyer sees advertising "on his own request", which allows you to achieve the maximum coincidence of interests. According to statistics, from 3 to 40% clicks on a contextual ad, while no more than 0.3% of users click on a banner ad. At the same time, contextual advertising provides a high conversion rate of users to customers.

It is used as the main method of popularizing the site and the services it provides, along with search engine optimization. These 2 methods complement each other. So, it takes about 3 months to get SEO results, and contextual advertising begins to give results immediately after placement. Contextual advertising opens up wide opportunities for website promotion, however, it plays a special role, if necessary, to convey to the target audience information about relevant special offers and hotel promotions.

One of the main advantages of contextual advertising is that when using it, the advertiser pays not for the planned, but for the result. This is ensured through the use of a click-through payment system; payment for impressions does not provide such conditions. The cost of one click (that is, each attracted user) is different depending on the topic of the site and regional placement reaches ten dollars.

Correctness of the selected key queries;
- compliance of the ad text with keywords;
- regular updating of the ad (according to statistics, with each update, the effectiveness of the ad may increase for some time by 30-40%).

Taking these factors into account is a guarantee of the effectiveness of contextual advertising. Plus, it allows you to increase your conversion rate.

4. SMM

Social networks, developed for communication and exchange of information, are now actively used to promote hospitality services. Their main advantage lies in reaching a wide audience. At the moment, there are three social networks in Russia that occupy leading positions in this segment of the Internet market, these are: VKontakte, Facebook and Odnoklassniki. At the same time, 73% of people use VKontakte, 30% use Facebook, and 29% regularly visit Odnoklassniki. These large-scale Internet projects are sources of information in which a unique atmosphere of trust has developed, which can be profitably used to increase targeted traffic. SMM is an actively developing area of Internet marketing, which, with high conversion rates, has an acceptable cost (2-5 times cheaper than advertising in search engines). Social networks are suitable for popularizing the hotel and its individual services, for collecting subscriptions, as well as conducting surveys aimed at improving the quality of services, etc.

5. Thematic forums and blogs

Promotion on forums is aimed at forming a specific target audience as a result of long-term and regular communication with regular visitors. The main task of a specialist who uses thematic forums and blogs as a means of promotion is to establish contact with forum users and offer them advertising information from the position of not advertising, but relevant advice. In order to achieve efficiency in this marketing direction, it is important:

Publish hotel information that meets the needs of the forum audience;
- use useful and reasonable information for messages, positioning it as advice and assistance;
- do not use direct advertising.

Forums and blogs are inexpensive way attracting targeted traffic. However, in order to obtain it, it is necessary to establish friendly relations with the regulars of the forum. This will help attract customers to the hotel's website and to the hotel itself at minimal cost.

6. Email Marketing

Email marketing is manifested in the distribution of emails with promotional information through email... It is often confused with SPAM. The essence of these methods is similar. However, the newsletter, unlike SPAM, is sent to the buyer only with his consent and can be canceled at any time. In order for email marketing to increase the target audience of the site, the letters should be informative, encouraging the potential customer to go to the hotel's website, to the section in which the promoted service is described in more detail, to stimulate interest. Letters should not provoke a negative reaction from the reader.

This is far from full list ways to attract the target audience that are available to modern restaurant and hotel owners. There are many more methods to increase your traffic. However, when choosing one or another option, it is important to understand that only a professional approach, knowledge of the matter and responsibility will help to achieve the desired result. Absolutely all sources of attracting the target audience can be important and effective. And all of them can be applied. However, in order not to invest money "in the air", it is necessary not only to spend on advertising, but also to analyze its effectiveness. Thanks to traffic analysis, you can see how many visitors each source "brings" and which source is the most converting (which source's visitors become real customers of the company). Only competent analytical activity will help to see how effective this or that advertisement is and to correctly distribute the advertising budget.

All means of promotion can be used together (integrated internet marketing) or separately. As a rule, the choice in favor of a certain toolkit depends on the financial capabilities of the clients and the goals to which the marketing campaign should lead. During the entire duration of the advertising campaign, it is important to evaluate the profitability of each method used. This will allow timely abandoning ineffective ones and optimizing costs.

It is important to consider the fact that an effective marketing policy begins with the reorganization of the promoted Internet project. Since financial investments in a site that does not meet the requirements of potential customers are initially meaningless and not only will not pay off, but will also bring impressive losses. Starting a new marketing campaign, the site owner, first of all, must be sure of his readiness to solve the main tasks:

Make the site customer-oriented;
- start conducting continuous analytical activities.

Otherwise, the development of the Internet project and the promotion of hotel services on the Internet will be hindered by the problems that characterize the bulk of hotel sites.

Problems with most hotel sites

In the modern hotel industry, a number of problems can be identified that are the reason for the low popularity of the hotel website among potential buyers. Among them, it is worth highlighting 2 main problems:

1. The bulk of modern site owners do not take into account the fact that any Internet project is created for the end user and should be client-oriented. Vladimir Dolgov, the head of the Russian representative office of Google, says in his interview the following: “ Best advice which I can give to anyone is to have a good site that provides services to end users High Quality... If the user is looking for a commercial site, then the products must be available for purchase. If he is looking for information, then it should be easy to find and be available for viewing and navigation. Honestly, good quality sites are what our editors will always find. " This gives us the right to say that with the correct organization and correct design of the Internet project, it will occupy the leading positions in the search engine results. This will ensure that the site is accessible to the target audience and will have a beneficial effect on traffic. And the latter, as you know, is one of the main indicators of the success of a web project.
2. Among the huge number of modern hoteliers, only a few regularly and correctly work with statistical data - they use the analysis of the websites of the hotel industry enterprises, the offers and services of competitors, the possibilities of their projects in order to identify the ineffective and most effective means of popularizing the site and promoting it. This allows them to initially create a new or remodel the old site to suit the needs of the client in order to get their own benefit.

Thus, the site is the optimal tool for promoting hotel and hotel services. However, it is only able to provide the desired result if it is customer-oriented and satisfies his needs. In order to find out how it performs its functions, it is necessary to use web analytics methods. With the help of special analytical services, you can find out about the degree of effectiveness of the marketing campaign and the performance of each specific section of the web project. In addition, web analytics opens up wide opportunities for improving both the entire site as a whole, and its individual elements.

Impact of web analytics website on hotel website performance

Website owners often face a problem - an Internet project is in working order, specialists are constantly promoting it, traffic increases, and the number of customers remains unchanged - the conversion rate does not change or deteriorates. This indicates that at the beginning of the work of advertising specialists, the goals were set incorrectly. The main goal at any stage of the reconstruction of a hotel website into a source of income is to attract customers. If this goal is not achieved in the course of work, significant changes to the site are required. In order to determine which of the elements of the Internet project are implemented incorrectly, you need to use specialized tools: Google Analytics and Yandex Metrica. Webvisor technology.

Special search engine services allow you to analyze user behavior on the site, see which sections of Internet projects are most interesting to the visitor, and at which the maximum refusal rate. So the most effective are the Home page (it accounts for 15 to 35% of traffic), Room Pages (from 20 to 50%), Restaurant Pages (from 5 to 20%), Contacts (from 3 to 8%) and Prices (from 9 to 15%). These sections require the most careful analysis and elaboration in order for a user who comes from search engines to choose the promoted hotel and immediately make an order.

Analytical systems allow you to find out from which devices users enter the site. At the moment, the statistics are as follows:

10-20% from mobile devices, 50-60% from tablets (90 - iPad);
- 50-60% of traffic comes from the Yandex search engine;
- 10-15% - on Google.

They also provide the ability to see the average bounce rate for a site or for each page. This will allow you to understand which pages are the least interesting to the user and require any changes in structure, design, color scheme, content.

The statistics obtained is the fundamental material for experimenting with individual elements of the site (for example, a booking button) or entire sections, the result of which will be an efficiently working Internet project that helps to promote hotel services.

Thus, if a hotelier does not analyze statistics, he misses opportunities for effective promotion. If he does not improve the site, does not adjust it to the visitor, without using Google experiments, the Internet is unlikely to become an effective way for him to promote hotel services. Conversely, continuous analysis combined with experimental activity guarantees the achievement of the set goals: reducing costs and increasing advertising efficiency, increasing traffic, increasing conversion rates, and stable growth of the company's income.

Thus, the article reveals the most effective ways to promote services for the hospitality industry via the Internet: search engine optimization, contextual advertising, promotion in social networks, thematic blogs and forums, email distribution. However, all of them are intended to popularize the resource on the Internet, but they are not able to provide high conversion rates. In order to increase the number of customers from the site, it is necessary to conduct a comprehensive marketing analysis, which will reveal the most effective and not giving the desired results of the marketing campaign directions and sections of the website. The processing of these results and their acceptance for work with the further popularization of the Internet project will ensure its popularity among the target audience and will guarantee an increase in the conversion rate, and, consequently, the company's income.

The return on investment in online advertising is guaranteed only if the hotelier uses the described promotion methods, fully controls the actions of users on the site, can calculate the cost of the attracted client and is constantly working on modernizing the Internet project.

Bibliography

1. Brian Halligan, Dharmesh Shah Internet Marketing: How To Get Customers With Google, Social Media And Blogs = Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media). - M .: "Dialectics", 2010. - P.42-143.
2. Gusev V.S. Website analytics. Using analytical tools to promote the Internet. - M .: "Dialectic", "Williams", 2008. - P.105-117.
3. Research NPD Group. - January, 2001.
4. Yakovlev A.A., Tkachev V.G. Website promotion: basics, secrets, tricks. Third edition. - SPb .: BHV-Petersburg, 2007 .-- S. 285.
5. Jupiter Media Metrix. Online Advertising Effectiveness Study. - August, 2001.
6. Search Engine Optimization and Positioning: boosting your website hits. Bulding Online Business magazine. - June, 2000.

Skorbenko S.V. Internet as a marketing tool for the advancement of hospitality industry services

The ways of effective use of Internet for the purposes of popularization of rest industry businesses are discovered in the article. The author considers means of increasing the users "interest to hotel Internet-site as well as extending the conversion by tracing ineffective sections of a site and modifying them on the basis of tests.

Key words: Internet Marketing in the hotel business, web-analytics, online solutions for hotels.

Tools for promoting hotel services using social networks

Social networks are currently one of the most powerful means of communication for millions of people.
One of the main trends in the development of the Internet in recent years is a significant increase in the popularity of social networks.
For Russia, the peak year was 2007, when the newly emerging Russian networks increased their audience to several million people.
At the current stage, social networks act as a telecommunications tool in public relations, open as a wide platform for the implementation of effective PR activities in various areas, including in the hotel business.

List of used literature

I. Special literature:
1. Khalilov D., Marketing in social networks. Mann, Ivanov and Ferber, 2016
2. Rosen E., Anatomy of word of mouth. Mann, Ivanov and Ferber, 2015
3. Kotler F., Fundamentals of Marketing. Short course. Williams, 2016
4. Internet Marketing in 55 Minutes. Ingate, 2015
5. SMM without problems. Ingate, 2017
6. Promotion in social networks. Figures, trends, recommendations. Ingate, 2017
7. Brymer R. Basics of management in the hospitality industry / R. Brymer. - M .: Agent press, 2016 .-- 331 p.
8. Brashnov, D.G. Economics of the hotel business / D.G. Brashnov. - M .: Flinta, 2016 .-- 350 p.
9. Vesnin, V.R. Practical personnel management: a manual for personnel work. / V.R. Vesnin - M .: Yurist, 2015. - 64p.
10. Ekhina, M.A. Organization and service in th stinitsy. / M.A. Ekhina. - Academy, 2015 .-- 208p.
11. Korneev, N.V. Technology of hotel service / N. V. Korneev, Yu. V. Korneeva, I. A. Emelina. -Academy, 2016 .-- 272p.
12. Lapina, A.Yu. Organization and technology of hotel service. / A. Yu. Lapin, I. Yu. Lyapina. - Academy, 2015 - 208 p.
13. Forester, A.L. Organization of management hotel business: textbook / A.L. Lesnik, A.V. Chernyshov. - M .: Publishing house "Alpina", 2015. - 315 p.
14. Kvartalnov V.A. Tourism: Textbook. - M .: Finance and statistics, 2015 .-- 160p.
15. Lapina V.G. Usenko N.V. Actual problems of tourism development: MU on the implementation of test work for students of the specialty 230500 "Social and cultural service and tourism". - SPb .: Publishing house of SPbGUSE, 2016 .-- 24 p.
16. Lyapina I.Yu. Organization and technology of hotel services: Textbook. - M .: ProfObrIzdat, 2016 .-- 310s.

II. Remote Access Sources
17.http: //mykonspekts.ru - Information site.
18. www.newhouse.ru - Reference and information portal.
19.http: //www.bib.convdocs.org - Online library.
20.http: //1aya.ru - Online library.
21. www.prohotel.ru - Site about the hotel business.
22.http: //www.siliconrus.com/
23.http: //vk.com/smmpub
24.http: //compress.ru/ - Prospects for social networks
25. https://www.kempinski.com/ - Official site of the hotel ““ Kempinski Balchug

The Yandex algorithm "Minusinsk" and the Google filter "Penguin" continue to hunt for them and, apparently, this is only the beginning. But if the end of the era of exchange links is just around the corner, then how to promote the hotel site now?

It's time to reflect not only on the interests of the hotel, but also on the needs of the guests. After all, they are brought to your site by the desire to learn more about you. How much you cope with this task will affect the client's decision: he will choose you or, alas, your competitor.

Find out what's useful for your site:

Announce special offers

Your hotel probably has promotions that you hold for guests. Do not be silent about them, add a special section to the site. Let its main page contain a short description of all current special offers. And you can "revive" the announcement with the help of photographs close to the meaning of the action.

For example, the Riviera hotel in Khabarovsk briefly and clearly tells the site visitors about its special offers. Where appropriate, the "Book by Promotion" button is attached:

The Moscow hotel "Zvezdnaya" has taken an even more efficient path. In addition to the announcement of all active special offers, she created a separate page for each of them. Terms and conditions of the special offer - here is everything that can interest the guest. He just has to click on the "Book a room" button:

Please note, in both cases, we added a booking form to the page with descriptions of promotions. It should be here in case the visitor suddenly does not notice the button - and this happens.

"The holiday comes to us"

We figured out a separate page for special offers, but do you remember that you need to add new content regularly? Therefore, create and describe new promotions, for example, on the occasion of the upcoming official holidays. Usually these are non-study, non-working days and therefore - the time of short trips to other cities. The services of your hotel during such a period will be very useful for many if you have prepared an attractive offer.

Thus, the art hotel "Nikolaevsky Posad" in Suzdal invites guests to its place on the Day of Russia, not forgetting to tell about the history of the holiday:

But what if your competitors also use holiday specials and "take away" a lot of customers from you? Draw attention to yourself with interesting contests and be sure to post information about them on social networks. Here, content containing a reference to something free is always at odds with a bang. Many people will recognize you by chain reaction.

This is how the Moscow hotel chain Maxima Hotels operates. In honor of the Day of Russia, a page with a description of the photo contest appeared on its website. The participants had to subscribe to the communities of the same name on Facebook, Instagram or Vkontakte and post on their page with the hashtag #maxima_konkurs an author's photo of their favorite place or sight. And people joined Maxima Hotels groups, and sent their photos, and fought for "likes" under them. In general, we did everything to win four days of free accommodation in a suite for two.

If you are ready for such expenses, then you can come up with the terms of the competition right now. Only then do not forget to write on the website about the results of the competition. Moreover, this will refresh your content too:

Event in the city - guest at the hotel

Do you want to be trendy? Then tune in to event tourism. Try to cover the events that will take place in your city on the hotel website. It can be some kind of major festival, the arrival of a celebrity, any celebration.

For example, the Budapest Hotel in Moscow advertised on its website the celebration of Maslenitsa on Kuznetsky Most, not forgetting to mention its advantageous location: “The Budapest Hotel is within walking distance of Red Square, so you can continue celebrating the Wide Maslenitsa with folk festivals on main square country".

Attractions in the neighborhood

If your hotel is also conveniently located, it is a real crime not to write about it. Create a section "Attractions".

There is a separate page for this on the official website of Izmailovo tourist hotel complexes (Gamma, Delta). Why is their approach interesting? From here you can learn in detail about each nearby attraction. History, working hours, contact details, map, photo gallery - information for every taste:

Events in the hotel

All events that take place in your hotel, you can also announce on the website. Submit such content in the "News" or "Events" section.

There is a good example on the Friends hotels and hostels website (we warn you that these are not our clients). Homes, film screenings, master classes, quizzes are held here. Guests can leave comments under each event announcement. By the way, this is a very convenient technique in order to maintain feedback with guests.

Write about all the services (even the most original) that your hotel can offer. For example, the 17-storey Grand Hotel Kazan has observation deck... And on her website, she invites residents and guests of Kazan to look at the city from above. While guests come to the site for an excursion, photo and video filming, and even marriage registration, the hotel receives additional income.

Don't you think that a hotel website is absolutely impossible to fill with interesting content? In addition to the topics listed, you still have guest reviews, notes about celebrities who have visited the hotel. We did not say anything at all about the fact that the content should be literate and understandable. Because you understand this even without us.

We will show you how to add the necessary sections to the site or write useful content for it. Leave a request for site support, and you will have a much more reliable (than spam links) tool for website promotion.