Hoteliers are often faced with persistent challenges on how to maintain and increase their occupancy rates. Having a full occupancy rate every night is the most ideal but doesn’t happen all the time. There are numerous factors that affect the property demand such as seasonality, weekdays, no holidays and so on. Some may even opt to keep slashing their prices to increase demand but will be detrimental to the hotel in the long-run.
There are several strategies that hoteliers can implement during the off-peak periods to increase occupancy. The best is to put yourself in the shoes of the guest to understand their customer journey. This will increase the chances for potential guests to find you during the booking phase and have a compelling advantage versus competitors. Here are expert tips on how to increase hotel room occupancy as soon as possible.
5 Winning Strategies on How to Increase Occupancy Rates
1. Communicating to the right target audience
If you notice that the hotel’s occupancy rates are lower than your competitors, the target audience of the hotel should be revisited. Hoteliers should be targeting the right target market that has a higher chance of staying at the property. They could be business travelers, young couples with families, groups of friends, and so on. It’s best to gather data from your guest records to understand the right approach.
2. Create packages and promotions
Once the target audience has been defined for the hotel, the next step is to start creating packages and promotions appealing to this particular target segment. Different guests will have different expectations in mind and catering to this specific need will be beneficial to your property. Their expectations can vary depending on their cultural background, ethnicity, profession, age, income group and so on. Use this information to your own advantage and make them an offer that is compelling to them. Do keep in mind that the packages and promotions to be offered should still have a strong pricing for your hotel to earn profits.
3. Provide loyalty discounts
Best way to increase hotel room occupancy is to have loyalty programs for your guests. This will also encourage them to have returning visits to your property. Loyalty programs are very helpful as it costs less to retain guests than to attract newer ones. You can entice them with a special loyalty discount during off-peak season or less busy times. Aside from offering during off-months, loyalty discounts can be extended on their birthday or the anniversary of their last visit. Guests will have an increased satisfaction with your property because of this acknowledgment and gratitude.
4. Partner with corporates
Another tip to increase occupancy is to sign up with corporates and other businesses. It’s best to diversify multiple sources of reservations and will eventually increase chances of your hotel being occupied. For city accommodations, the opportunity in partnering with businesses is too big to miss out on. Your hotel should come up with a compelling package that will stand out against competitors. The best part of having these types of partnerships is being assured of steady business coming into your hotel.
Having a robust cloud-based PMS like ZEN eManager will also help you pre-define your package for every corporate guest booking so you don’t have to input it manually all the time.
5. Continuous engagement with your guests
Lastly, it’s important to develop your own mailing list with the right target audience. Stay in touch with your previous guests through having constant communication with them by offering midweek specials, special loyalty discounts, and so on. Another way to engage them is through showing the best highlights of your hotel and also the nearby sites to visit as well. By having the right communication to your target market will increase the chances for them to book with your hotel instead of competitors.
To get the best results for hotels, it’s best to seek expert advice on the improvements that can be done and how to increase performance. With this, ZEN eManager, the digital all-in-one solution has helped 4,000+ properties across Southeast Asia in all aspects of hotel management such as hotel operations, channel management, revenue management, pricing strategies and even review management.
ZEN eManager: The Complete All-in-One Solution to Increase Occupancy Rates
ZEN eManager is a digital all-in-one solution that allows full management of hotel listings across all online travel agencies (OTAs), monitoring of hotel operations real-time, and sending of automated guest reminders through its cutting-edge cloud-based hotel software, eZee Absolute (Property Management System) and eZee Centrix (Channel Manager). To ensure optimal pricing and maximum profits for your hotel, it includes a dedicated revenue manager straight from ZEN HQ.
ZEN eManager’s Property Management System gives a 360° view of hotel operations, in which current occupancy rate, on-site staff, and revenue per available room (RevPAR) can be accessed through the mobile app, or any internet-enabled gadget. It also sends automated guest reminders which keeps guests engaged and increases assurance that your hotel is safe and secure. ZEN eManager’s Channel Manager allows hoteliers to monitor cancellations, re-bookings, and no-shows real-time, in which they can easily adjust room availability in any OTA anytime and anywhere, in one dashboard.
A dedicated revenue manager straight from ZEN headquarters is also assigned to the property to ensure that rates are optimal.
Book a free demo now at: http://bit.ly/ZHSFreeDemo
To effectively grow your hotel business even further, each hotel should evaluate if they’re talking to the right target market. During the pandemic, it is the perfect time to assess your hotel performance and the steps on how to improve further. Finding and expanding your target audience will be beneficial as the industry is rapidly changing because of the situation. It’s best to adjust accordingly and find more prospects for your hotel property.
First, you need to identify your current market and why they enjoy going to your property. With this information, you’ll be on the right track on figuring out your next and expanded audience in order to provide an exceptional guest experience. This will further guide you in your marketing promotions and future revenue management strategies. Knowing what motivates your potential guests to book will be advantageous in getting more bookings and increasing profits. Here are 5 ways on how to identify your potential target audience.
5 Expert Tips on Identifying The Right Target Audience
1. Survey your guests
Guests who have stayed at your hotel are the perfect source of qualified information. The easiest way to get feedback is through surveys, as this offers a glimpse into the current mindset of the guests. This information will determine the profile and demographics of your current audience. The next step is to ask them what attracted them to the property through surveys.
Surveys can be done through emailers, SMS blasts, or verbally as part of your check-out process. The key is to make it short and concise. Sample questions are as follows:
- Purpose of visit
- How did they hear about the hotel?
- What did they enjoy most out of their stay?
- How long is their stay?
- Will they recommend your hotel to their friends or family?
2. Read online reviews
The best place to look for valuable information on your hotel audience is through online reviews. On booking and review sites, guests have the opportunity to talk about their experiences such as the things they liked, disliked or could have improved on. The hotelier can use this information to his advantage and create better guest experiences based on their comments.
You will find all types of reviews for your hotel, whether positive, negative or neutral listed on these sites especially on Online Travel Agencies (OTAs). These reviews will be helpful in identifying information that you’re not aware of and will give you better insight on what can be improved. Guests will have different expectations so it’s best to categorize and find the best specialty that they care about for your hotel. Knowing this information will help you in the improvements for your property for better guest satisfaction.
3. Understand your website visitors demographics through Google Analytics
This is an extremely useful tool for your website and if you don’t have this, then this should be installed as soon as possible. Google Analytics is free and offers robust information on website visitors. It shows who visits your website, location of the visitor, pages being clicked, how long they stay on each page and so on. Once you’re able to interpret the facts and figures, you’ll be able to define the demographics of your website visitors and if they are your ideal target audience.
Knowing this information will be able to let you create better content that will relate more to your audience. With Google Analytics, you can identify the keywords your guests are using in searching for your property. This will enable you to create marketing materials around the topics that they are interested in.
4. Use Facebook Insights
To understand your target audience better, using Facebook’s page insights will give you the information that you will need. Hoteliers are empowered to create tailored strategies based on the market profile of their audience. A snapshot of Facebook users who liked your page can be assessed as well. Including the percentage of men and women, country, city and language that they speak. Using Facebook’s insights allows the marketer to segment and divide Facebook users according to categories in order to target them through boosted advertisements.
5. Invest on Social Listening Tools
Social Listening is an important tool for hoteliers to monitor and analyze digital conversations of their guests. This will allow them to understand what their target audience is saying about their hotel. Active Social Listening will help the team in making better decisions and create impactful content that will interest their audience more. Rather than just monitoring on social media, this tool will give you real-time insights and conversations from guests. With this information onhand, hoteliers will have enough information on who to target for the property and eventually, increase bookings and revenues.
To get the best results for hotels, it’s best to seek expert advice on the improvements that can be done and how to increase performance. WIth this, ZEN eManager, the digital all-in-one solution has helped 4,000+ properties across Southeast Asia in all aspects of hotel management such as hotel operations, channel management, revenue management, pricing strategies and even review management.
ZEN eManager: The Complete All-in-One Solution to Boost Sales and Revenues
ZEN eManager is an all-in-one solution that helps hoteliers boost hotel performance and options. Includes managing OTA listings, get optimal room rates, and have increased visibility.
Two cloud-based hotel softwares: ZEN eManager has both eZee Centrix Channel Manager to allow hoteliers to monitor cancellations, re-bookings, and no-shows real-time, in which they can easily adjust room availability in any OTA anytime and anywhere, in one dashboard and eZee Absolute PMS to give a 360° view of hotel operations, in which current occupancy rate, on-site staff, and revenue per available room (RevPAR) can be accessed through the mobile app, or any internet-enabled gadget.
A dedicated revenue manager: A revenue manager straight from ZEN headquarters is assigned to the property to assist with rate parity on OTAs in which the hotel is partnered with. This partnership includes bi-weekly calls between the revenue manager and the hotelier to ensure that both parties are informed with the adjustments on the hotel’s room rates. Moreover, they also assist in optimizing costs with the hotel’s revenue.
Book a free demo now at: http://bit.ly/ZHSFreeDemo