The big players in the OTA industry are pouring thousands of dollars a day into digital marketing to ensure they stand at the top of search results pages. In this article we give tips on how hotels can compete with OTAs using digital marketing with just a moderate budget.
Search engine marketing for hotels
Pay-per-click (PPC) advertising campaigns are an effective way of reaching your target audience and if you choose keywords wisely you can avoid wasting your investment. Try the following techniques:
Hotel metasearch sites
Metasearch sites such as Trivago and Kayak pull hotel rates from all over the web and present them in one place to help consumers find the best deals. The problem with the majority of metasearch sites is that large OTAs have the resources to outbid independent hotels pushing the hotel’s own website further down the listing. Here are a few ways hotels can compete on metasearch sites:
Search engine optimization for hotels
OTAs are the masters of SEO, they use all the tools available to ensure they rank well such as having quality content on their site, maps, photos and other methods such as employing bloggers to continually write posts. It may seem a daunting task to compete with these practices, but there are steps your hotel can take to use SEO to your advantage:
To summarize, there are digital marketing techniques that independent hotels can employ to grab attention of their target audience. By avoiding direct competition with OTAs, hotels can increase direct bookings and get a return for their investment.≪ Back to News