How to promote a hotel residence effectively
Generating regular sales in the tourist accommodation sector isn't just a question of the beauty of the location; it's also a question of the quality of the service. promotion of a hotel residence. But you still need to know how to orchestrate this visibility without jargon or huge budgets. This step-by-step guide details a method that is accessible to everyone - from the independent owner to the fledgling chain - with concrete examples, mistakes to avoid and a special focus on the tools offered by Hotel Web Design and the living example of Residence-Diane.fr.
Why invest in the development of a hotel residence in ?
The context smiles on operators who control their distribution: direct bookings already account for 50 % in online hotel sales according to the HFTP hftp.org. At the same time, 37 % of American travellers plan to book their holidays directly on the establishment's website lodgingmagazine.com. A solid strategy means reducing dependence on OTAs, preserving margins and taking full control of the customer relationship.
Hotel Web Design is the web agency 100% dedicated to the hotel industryWe can help you with all aspects of digital communication for your accommodation: booking websites, natural referencing specialising in the hotel industry, Google Ads referencing and Google Hotel Ads, social networking campaigns, graphic charters and logos for hotels.
Make an appointment today for free advice on how to optimise the digital management of your accommodation.
Promoting a hotel residence: the basics you need to know
Key principle : Visibility is no longer just about "filling rooms". It must tell a story, reassure, convert and build loyalty.
The four pillars
- A clear positioning (long-term business, family getaways, sports fans, etc.).
- A fast, mobile-first digital shop window.
- A controlled mix of channels (direct site, Google Business, hand-picked OTAs).
- Constant performance monitoring to bring campaigns into line with reality.
Clarify your identity and personas
Defining the ideal customer
Start by writing three concrete profiles: "Léa, 32, consultant, stays 3 nights every month", "Ruiz family, 10-night summer holiday, swimming pool essential", "Senior couple, 4-day cultural getaway out of season".
Creating a unique promise
For Residence-Diane.fr, the promise can be summed up in one sentence: "The comfort of a flat, the services of a four-star hotel, 15 minutes from the city centre. All the marketing is based on this clear line.
Frequent errors
Copying the competition without adapting the message: prospects don't see the difference, price becomes the only criterion, and margins plummet.
Building an irresistible digital showcase
Fast site, simple design
Visitors make their decisions by 3 seconds. Switch your images to WebP and activate server compression now.
Tip The connected booking engine developed by Hotel Web Design (https://hotel-webdesign.com/moteur-reservation-channel-manager-hotel-chambre-hote) incorporates these optimisations by default.
Key pages
-
Home promise, visuals, "Book" button.
-
Flats & Services with 4K photos.
-
Special offers (long stays, gourmet weekends).
-
Contact/Access Google map, WhatsApp direct.
Local SEO
Fill in your tag Title For example: "Hotel residence in Toulouse | Fully-equipped flats & swimming pool". Use the main key phrase naturally in the introduction and a few sub-headings.
Lively content
A monthly blog: "48 hours in Toulouse without a car", "Top 5 running routes starting from the residence". Google notes that you're helping web users; you're moving up the results.
Putting Google Business to good use
Create or claim the file
Go to Google Business Profile, enter your name, address, telephone number and the "Hotel Residence" category.
Optimising key sections
| Element | Practical advice |
|---|---|
| Photos | Add 3 images per type: facade, bedroom, gym. Update them every quarter. |
| Attributes | Free Wi-Fi, swimming pool, parking, disabled access: tick all that apply. |
| Posts | Publish weekly: long weekend offer, new kids' area. |
| Opinion | Respond within 48 hours, even to 5★ ratings: Google values engagement. |
Activate Free Booking Links
Since 2021, Google has been displaying your direct rate below paid ads free of charge. Follow the step-by-step tutorial in the Guide Free Booking Links of Hotel Web Design : https://hotel-webdesign.com/google-free-hotel-booking-links-comment-en-profiter.
Intelligent use of booking channels
Direct channel first
Integrate an express payment engine (Apple Pay, PayPal). According to the SiteMinder study, the average value of a direct booking is 519 $ against 320 $ on OTA phocuswire.com.
Sorted OTAs
Choose a maximum of two OTAs. Negotiate price parity, but keep your extras (parking, breakfast) exclusive to the site.
Social networks to drive traffic
Publish Reels 30s showing the flat, the pool, the sunset: these short video formats will triple engagement on Instagram by 2025 thinkwithgoogle.com. Add a "Book" sticker linking to the special offers page.
Managing customer relations before, during and after your holiday
Before arrival
-
E-mail D-7: discount code for the spa.
-
SMS D-1: link to Google map.
During your stay
-
QR code in the lobby to order brunch.
-
Instagram Story "Comfortable? Share your view".
After departure
-
E-mail H+24 to invite you to submit your comments, with a warm message.
-
Loyalty offer valid for 12 months, encouraging rebooking.
Examples that speak for themselves
Residence Diane, Toulouse
-
Direct sales up from 28 % to 47 % in 9 months.
-
Low season occupancy rate: +12 %.
-
Google Business score: 4.4 → 4.7 thanks to automated reminders.
Maria Apart-Hotel, Lyon
-
Adoption of the Hotel Web Design engine + Free Booking Links.
-
Revenue per stay: +18 % (upsell parking + breakfast).
Ask for a quote
Do you want the same results?
-
Test it for free the booking engine demo : https://hotel-webdesign.com/moteur-reservation-channel-manager-hotel-chambre-hote.
-
Request a no-obligation audit your Google Business listing on https://hotel-webdesign.com/contact.
Common mistakes to avoid
| Error | Consequences | Correction |
|---|---|---|
| Different rates for websites and OTAs | Loss of confidence, Google demotion | Synchronise your prices via the Hotel Web Design channel manager |
| Poorly lit or dated photos | Low click-through rate | A new shoot every season |
| Contact form too long | High drop-out rate | Ask for name + e-mail only |
| Blog left blank for 6 months | Falling SEO | Monthly editorial plan with reminders |
Hotel Web Design is a Google partner with the Google Hotelsincluding our customers enjoy every day: information about your accommodation, availability and prices is sent continuously to the search engine, which displays booking links free from Google search, directly to your booking page. These free links represent around 15% of additional commission-free bookings for our customers in 2022! Read our article on free booking links from Google
Conclusion: concrete, measurable and sustainable gains
Putting in place a promotion of a hotel residence is not magic; it's a series of simple actions: a clear identity, a fast site, optimised Google Business, regular content and precise monitoring. With solutions from Hotel Web Design and the inspiration of Residence-Diane.frWith Free Booking Links, you can reduce your OTA commission, increase the average value of your stay and build loyalty among your guests. Make appointments, launch your Free Booking Links, and turn your residence into a local reference.
Booking / reservation website
–
Direct booking for your accommodation
- Bespoke booking/conversion site delivered turnkey, with training on the administration interface on delivery
- Adapted logo and graphic charter. Possibility of using your existing elements
- Specific referencing for holiday lets
- Integration of reservations module internal
- or integration of an external booking engine (Reservit, D-EDGE, MisterbookingRoomcloud, etc)
- Integration of specific HTML elements (review portals, customer reviews, weather, press, pop-ups, direct chat, etc.)
- Secure SSL / HTTPS
- Multilingual website & booking engine
- Simple, intuitive user interface
- High-availability hosting and domain name
- Delivery usually within 30 days
