Over the last 25 years, websites have gone through dramatic changes based on advancements in technology and buyer behavioral changes. The dynamics of personal and professional interactions influence consumer habits. As a result new marketing strategies and brand approaches must center around the user.
In the luxury hospitality industry, this is especially true. After all, this is a market where intimate connections are made through buyer-focused strategies that hone in on the pains and needs behind every single search for a boutique hotel or luxurious resort getaway.
New digital feats and the consumer psyche dominate the steps that go into booking a retreat.
From location to finishes, and decor to cuisine, digital advancements, compelling content and the right design must be aligned and buttoned up to to give a solid presentation that aids in converting website guests into confirmed bookings.
When luxurious hotels and resorts work with the best digital marketing agencies for hospitality clients, a solid online presentation with integrated solutions to increase room RevPAR and expand customer reach is inevitable.
Here are four tips used by top hospitality marketing agencies to amp business growth and promote your brand.
Growth Driven Design for All Devices
Growth driven design (GDD) ia agile website development in carefully thought out intentional increments making ongoing adaptations based on tracked data. Rather than working to make every portion of your site perfect and letting it sit for a couple of years, creative devs reduce risk by focusing on audience analysis and data reflecting lead conversions and visitor pains.
There are two primary development phases that include:
Phase 1 – Strategy, Research and Launch
• Strategic thought process to evaluate assumptions about the needs of site users
• Research is assumptions are valid
• Determine buyer’s journey and relevant pain points and create a list of website necessities
• Develop and launch a website that reflects these priorities in the site’s features. This must be done quickly, without sacrificing on quality, and ready for viewer eyeballs
Phase 2 – Growth Driven Design Cycle
• Ongoing experimentation
• Evaluating content and messaging
• User friendly effectiveness
• Persona targeting
• Conversion rate optimization
When thinking in line with the luxury hospitality industry, growth driven design must keep buyer personas top of focus. This means understanding exactly who the property’s guests are, what social platforms they engage, and what their needs are is vital to nail down while tweaking along the way.
Developers should also be looking at the various segmented consumer groups not yet converting from curious onlookers to booked butts in beds. By creating a design with the right messaging and user interface, the right engagement will provide the needed data to continuously make smark developmental changes in an ongoing process to improve the site’s performance and enhance business growth.
Finally, make sure the design offers optimum performance for all devices. According to Search Engine Land, more than 60 percent of searches in 2017 were performed on mobile devices. Dynamic design still matters but the tip is dulled and aged.
Design elements, written content, technology and other considerations need to be made to offer a positive online experience for people searching for the perfect hotel. Also, when people search for properties off a mobile device they tend to be more impulsive and spontaneous in making on-the-spot bookings. Find a way to deliver on design features that wave a carrot in their faces, for desktop tablet, and mobile.
Know What Kind of Data Matters
Lean, agile, UX…these are all terms that marketing agencies love to toss around. But without knowing what kind of data to study one might as well be chanting to the wall. The best hospitality marketing agencies will present a pitch deck to their clients founded on data.
It takes a very clever marketing mind, but it is possible to discover the data that matters by reverse engineering the components in the pitch deck. You also need to pay attention to agency insights and trends to discover what data matters in the hospitality vertical. You should also talk to marketing sales teams, CEOs, Directors and other agency personnel to learn their web design process and what data they use to keep their scope agile and continuously improving.
It goes without saying that analytics also play a clear role, but when it comes to growth driven design for luxury hospitality properties, Google Analytics won’t offer enough insight to truly collect the data that matters.
Run heat map tests to see how users engage with web pages; play with CTAs, offers, content and form placements to discover higher conversion opportunities. Create workflows that take specific buyer types to strategically designed landing pages and discover engagement.
Look at CTR and goal completions that come from social media campaigns and use the data to make changes to the ad itself, or various design features of your landing page.
Work with a Certified HubSpot Agency
HubSpot is a marketing automation platform that facilitates inbound strategies. It also helps marketers optimize growth driven design through a suite of metrics and lead management tools. This platform allows marketers to view user engagement with viewable interaction from one central contact record.
HubSpot offers a plethora of value in that it isn’t just a marketing automation platform but it also allows one to target and report user behavior, personalize content with smart features, and use built-in blogging tools that help usher in trackable engagement.
The ability to engage growth driven design and make the needed improvements to facilitate a healthy growth trajectory can come from studying persona specific buyer data at known stages of the buyer’s journey. Not only will this give developers a clear path for improvements, it offers detailed metrics on your segmented customers.
Now one has enhanced information on how buyers who were nurtured through the funnel with content that made emotional connections respond to site design. Once this data is studied and tested, web developers can make the needed improvements to create top level user experiences for those who made an emotional journey with branded content.