Modern travelers are tech-savvy individuals who believe that they can get better deals by doing their own research and booking their room at a B&B directly online. For the most part, the trip planning process occurs online — either on a desktop or mobile device. Google has identified the process that a traveler goes through to create their travel plans.
It’s known as their booking journey, and there are key moments that B&B operators need to identify to capture the attention of their target audience and increase their direct bookings.
Travelers can be inspired to search for their next trip at any moment that they are online. A wistful image on a friend’s Instagram page can motivate a traveler to head to Google to begin making plans for their next getaway.
This inspiration moment is important for small hoteliers to take advantage of as they create an online marketing strategy. Improve your SEO strategy to remain visible on the search engine results page.
Optimize your website for mobile platforms, as many travelers are using their phones and tablets to research their next trip.
Once an individual has decided to take their next trip, they almost immediately begin planning it themselves online. Planning micro-moments that B&B operators need to be aware of include searches for hotel availability and prices, as well as searches for specific destinations.
Make sure that you improve your online visibility and use powerful images to represent your property. Allow travelers to see the information they need as quickly as possible — including your rates, availability and booking button.
Data shows that most travelers are still most comfortable booking their stays at small hotels on their desktop device, but an increasing number are becoming more open to mobile bookings.
Be prepared for both types of travelers at the ever-critical booking moment by using an online booking engine that supports mobile bookings.
A prominent ‘Book Now’ button should be displayed on each website page, and your reservation form should be short and simple to encourage quick and easy bookings.
It’s easy to focus on the travelers who are just creating their travel plans, but don’t forget about the ones who have already arrived in your destination.
Many people are becoming reliant on their mobile technology to discover discount rates at the last minute and to explore things to do once they arrive.
To attract these explorers, use mobile ad targeting to promote your same-day availability and offer promotional codes to encourage guests to book directly with you once they have arrived.
These micro-moments represent the most pivotal points in the online booking process. By identifying the micro-moments that your guests may encounter your brand, you can adapt your online marketing strategy and improve your conversion rates.
To find out more information about the trip planning process and how you can incorporate it into your online marketing strategy, download our online marketing guide now.
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