It is crucial to grab as much attention as you can from those who are looking to book a hotel. What happens if a potential guest is all set to book, but ends up leaving your website before fully submitting their reservation?
Retargeting is a helpful strategy when it comes to interacting with those who have visited your site but may have abandoned their booking due to getting distracted or another external source.
Through retargeting, your hotel’s website places a cookie (a small file that is stored onto a user’s computer. This file holds a small amount of data specific to the client and the website they are visiting) into the customer’s browser so that you can reach out to your customer again through different channels, such as social media or search engines.
Therefore, when your customer visits different sites, they are reminded about your hotel through the ad, which can lead them to finish up their booking! Website visitors who are retargeted with display ads are 70% more likely to convert.
Retargeting is extremely helpful when gaining direct bookings, here are three reasons why:
Now that the customer has visited your site, you know that they are interested in searching for a hotel in your area. This makes it easier to target them rather than targeting a whole new audience.
You can even offer a deal for the viewer through this retargeted ad just so that they gain additional interest in your hotel, which will eventually lead to them back to your site to book.
For example, if a customer was looking at a All-Inclusive Package that your hotel offers, you can now show them an ad with an offer tailored to that package for just them to see.
Learn more about the travelers’ decision process here.
The more that customers see your logo or your hotel name, the more they will recognize it and will have increased interest to book your hotel in the future.
Even if the customer was not ready to book your hotel and that is why they left your site, they will begin to recognize your brand after seeing your ads. Therefore, when they are looking up hotels again in the future, they are more likely to book your hotel since they are familiarized with it.
Read more on building brand awareness for your hotel here.
When a viewer looks at your website once, abandons their booking, and then is never retargeted to, they most likely will forget about your hotel. The old phrase “out of sight, out of mind” is definitely applicable to this process. While this process won’t affect your hotel’s current bottom line, it will affect your future bottom line. You need to turn those clicks and impressions into bookings!
By creating these retargeted ads for the customer they are more likely to visit your site again when they are planning a trip in the future, and will hopefully book your hotel which spurs an increase in bookings.
Another good tactic that helps reach out to the customer is email retargeting. It is crucial to get the customer’s email as soon as you can so that you can target them via email offering deals or just simply reminding them about your company. This will allow customers to click on the link in the email, be directed to your site, and finish up their booking!
Retargeting can make a huge impact in generating direct bookings for your hotel. The more customers are aware of your company and its offers, the more likely you will turn those lookers into bookers!