In one of our previous blogs, we talk about how important it is for luxury hotels to maintain a significant online presence with their google listings, keyword research, website performance and many other factors which affect a direct booking strategy.
Your website is the key to your success, and it is crucially important to make sure that this fits with your luxury hotel’s personality and delivers an experience to users that makes them want to return to your site (literally and figuratively).
There are several factors that Aró Digital Strategy use to measure online performance – our Key Performance Indicators (KPIs).
Our audits bring you solutions to almost 200 of these metrics which define your website and online strategies and deliver successful a book direct performance.
ONLINE REPUTATION MANAGEMENT
As a luxury hotel, you are constantly in the view of the public whether it is offline or online.
It is essential to manage public perception of your brand online.
With the advancement in technology, your customers have an incredible amount of information at their fingertips and similarly, your customers often create content that is reflective of your brand reputation.
Customer scores and reviews on Trip Advisor and Google are the most important factors to reflect upon when managing Online reputation for your luxury hotel.
Social Media likes, comments and conversations around your brand also shape your brand profile in front of your online audiences.
Your domain authority defines how well your website ranks on SERPs.
Domain Authority reflects the quality and quantity of the backlinks that you’ve received, how relevant your content is and your performance in association to your competitors.
SEARCH ENGINE OPTIMISATION
How you optimise your website content for search engine pages defines the quality and quantity of web traffic driven to your website.
It is important to note that for the correct traffic to reach your website, you should rank in the first 3 to 4 links on Google SERP’s and never beyond the first page.
While defining your SEO strategies, Aró focuses on several factors along with the number of pages your website has, the size and resolution of the images on your website, meta tags, page titles, backlinks and much more.
CONTENT MANAGEMENT
The Internet has given us this massive opportunity to reach out to a wider audience with just a single click of a button.
The content that you generate, not only on your website but on social media channels as well, significantly defines your brand reputation.
Always have quality content that is relevant and engaging on your website and social channels like Facebook, YouTube and Instagram.
User generated content is particularly effective.
BEST PRACTICE
When defining brand goals and strategies, there are several best practices that should be followed in order to maintain your luxury hotel’s online reputation.
It is important to monitor factors like bounce rates on website, sessions on your website, average time per session, spam scores, server errors, etc.
PAID ADVERTISING
Paid Advertising - for example brand PPC or Google Hotel Ads - is essential for search strategies and also to deliver maximum direct book revenue.
At Aró, we specialise in defining extremely relevant and brand focussed PPC strategies for your luxury hotel.
With a clearly defined plan, our experts work on setting daily budgets while monitoring ROAS and online revenues on your brand and retargeting ads.
WEBSITE SPEED
Have you ever come across a website that takes ages to load? Or even more than 4 seconds?
The time that your website or webpage takes to load on a standard network massively influences your customer experience on the website.
On most occasions, your website visitor is quite unlikely to convert or even stay on your website if the page takes more than 3 seconds to load.
Many factors influence your website speed like the images and video resolutions on the pages and they all need to be considered.
CUSTOMER ENGAGEMENT
With a short attention span, it is more important than ever to be top of the game when trying to engage online users with your content.
Not only should your content be significantly relevant to the website visitors, but the user experience of your website should be easy to navigate on all different types of devices.
According to our research, a simple open booking panel on your website landing page converts 25% better than a closed booking panel.
Call to actions on your website should be easy to locate yet not of putting to users.
These should be placed carefully in the gallery section, accommodation and offers pages to increase conversion.
CUSTOMER CONVERSION
As a hotel, the ultimate goal of all your efforts online is to get your customers to convert to an online booking – the lowest cost channel of acquisition.
Our experts help you track these paths of conversion for your customer, analyze them and finally develop further strategies based on these.
In today’s day and age what your brand presents online, influences your brand reputation and ultimately your conversions.
With over 20 plus years of experience, Aró experts have developed a metric based on approximately 200 key performance indicators.
We start by auditing your current website and online presence and finally defining and implementing further strategies based on your customers and brand personality.
At Aró we believe in developing and maintaining relationships with our clients, constantly thriving to achieve best results and goals.