{"id":2275,"date":"2018-03-03T15:42:06","date_gmt":"2018-03-03T14:42:06","guid":{"rendered":"https:\/\/hotel-webdesign.com\/?p=2275"},"modified":"2020-01-10T11:08:05","modified_gmt":"2020-01-10T10:08:05","slug":"guide-webmarketing-hotellerie-restauration","status":"publish","type":"post","link":"https:\/\/hotel-webdesign.com\/en\/guide-webmarketing-hotellerie-restauration\/","title":{"rendered":"Web-Marketing For Hotels & Restaurants"},"content":{"rendered":"
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Webmarketing guide for hotels, bed and breakfasts, gites or restaurants<\/h2>\n

Following the dramatic arrival of OTAs on the hotel and restaurant market in recent years, we have designed this short guide to help independent hotel managers maximise their visibility on the Internet and their ROI by undertaking a series of actions described below.<\/p>\n

<\/i>Define your product and identify its benefits<\/p>\n

<\/i> Observing and getting to know your competitors<\/p>\n

<\/i> Getting to know your customers<\/p>\n

<\/i> Integrate appropriate tools to convert customers directly<\/p>\n

<\/i> Encouraging travellers to share their experience<\/p>\n<\/div>\n\n\n\n\n\t\t\t<\/div> \n\t\t<\/div>\n\t<\/div> \n<\/div><\/div>\n\t\t

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Define your product and identify its benefits.<\/h2>\n

First of all, you need to ask yourself a few questions. It goes without saying that a B&B manager will not be able to promote his establishment in the same way as a large hotel manager.<\/p>\n

What are the overall and detailed characteristics of your product? Are these characteristics that you define in line with your customers' point of view? In other words, ask the question in reverse and obtain a more objective opinion: why do your customers book with you? The use of an end-of-stay satisfaction questionnaire in the rooms or at the hotel reception desk has proved its worth. It allows you to obtain feedback on your customers' experience (which is often more sincere than a \"face-to-face\" opinion), but also to show them that their opinion is important to you and thus reinforce their choice.<\/p>\n<\/div>\n\n\n\n\n\t\t\t<\/div> \n\t\t<\/div>\n\t<\/div> \n\n\t

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Observing and getting to know your competitors<\/h2>\n

We often think we know them, but competitors can often take many different and unexpected forms. Have you thought about the discreet B&B around the corner? Have you checked the rates charged by the bed and breakfast opposite? Competitive advantages are not always found where you expect them. It can be anything from parking (even for a fee) to a seminar room.<\/p>\n

Specialist platforms with which you are familiar can help you make a relatively effective assessment of the attractiveness and capabilities of your competitors.<\/p>\n

- Trip Advisor is a very effective site for making a general survey of what's on offer in your area. You may think what you like about the content, but the site nevertheless has the virtue of providing a fairly exhaustive list of your competitors in the area. Trip Advisor is therefore of considerable help in quantitative terms.<\/p>\n

- Booking.com, a platform that only allows travellers who have actually booked a stay to leave a comment after their departure, is much more reliable in terms of quality. All you have to do is read the comments to identify your competitors' strengths, as seen by travellers. The comments on this site are generally considered reliable and can be cross-referenced with other 'trusted' platforms (Expedia, Customer Alliance...) to get a solid idea.<\/p>\n<\/div>\n\n\n\n\n\t\t\t<\/div> \n\t\t<\/div>\n\t<\/div> \n<\/div><\/div>\n\t\t

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Getting to know your customers<\/h2>\n

To position yourself correctly, it is essential to ask yourself the right questions about the habits of customers of tourism organisations such as hotels, restaurants, bed and breakfasts or g\u00eetes. The behaviour and profiles of Internet users have changed a great deal over the last few years, as they have come to book rooms online. To keep abreast of these new trends, it's a good idea to consult the many public studies on the subject. These are available from national public bodies (INSEE<\/a><\/span>(for example), but also on government websites and with local organisations that are closer to your end customers (tourist offices, departmental committees, specialist blogs, etc.).<\/p>\n

It will be interesting to carry out a more specific study with the QQOQCCP method<\/span><\/a> (who, what, where, when, how, how much, why). This is still the most effective way of getting to the heart of the matter and gaining a precise idea of the behaviour of your customers, specific to your tourist and geographical sector.<\/p>\n