Goodle AdWords or Facebook Ads: what’s better to promote your hotel?

Google Adword Facebook Ads

If you are interested in tourism web marketing, you will surely be asked whether it is better to focus on Google AdWords or Facebook Ads to reach your customers even more effectively.

At the moment, Google and Facebook are the major online pay-per-click advertising channels that make it possible to reach an incredibly vast audience by following a few steps, offering the opportunity to control the budget and segmenting its audience in detail through accurate criteria. .

These tools have given life to two pivotal concepts that are increasingly mentioned: a latent demand and a conscious demand, indispensable terms for intercepting the web audience and for defining a successful strategy.

Conscious demand (active traffic)

A conscious demand means that target that consciously searches for a specific product or service (active traffic).
To do this it generally uses the search engine (Google), and in this case tools like SEO or Google AdWords are essential to intercept the conscious question.

Example: Mario Rossi has to go to Perugia for work reasons, so he decides to book a hotel and in the search engine he goes to formulate a query like this: “three-star hotel Perugia“.
In this case, as already mentioned, it is essential to prepare an adequate strategy through BigG advertising.

Here is the guide on how to set up your Google AdWords campaign.

Latent demand (passive traffic)

A latent demand identifies the target that does not consciously and actively search for a specific product or service, but which may be interested in it.

This type of passive traffic can be intercepted on some social networks like Facebook. Zuckerberg’s platform, which collects more than 2 billion users, has such a quantity of data that it is the most appropriate and consolidated tool for this kind of demand.

Example: Mario Rossi is shaking the Facebook wall while waiting for the bus, suddenly appears in his home a sponsored offer of a farmhouse just a few kilometers from him that for the Valentine’s Day is offering a pack with dinner, overnight and health centre. Mario Rossi had not yet decided how to spend Valentine’s Day with his girlfriend but has already done some online research for stays in Umbria for that period.

Here the guide on how to set up your campaign with Facebook Ads.

Can Google AdWords and Facebook Ads be used in synergy?

Absolutely yes!
Both Google AdWords and Facebook Ads are incredibly powerful advertising platforms that meet virtually every need.

It seems obvious how trying to find a winner in the dispute does not make any sense; on the contrary, it is more useful to evaluate the strengths of both, trying to see them in a complementary way and trying to implement a strategy that can make them work in synergy.

The synergy of the two instruments allows to optimize the economic investments and therefore to lower the cost per conversion.
The two tools are absolutely complementary and allow the first (Google AdWords) to bring new traffic and users on their website while the second (Facebook Ads) to bring back on their site those who came out without buying.

To understand better, let’s take a look at the diagram above. We have schematized a simple flow of traffic on your website through different channels.

Organic traffic (not paid), Google AdWords and social networks like Facebook, Twitter, Instagram are used to convey people on their website, once they reach the site they are profiled and put on the list of potential customers because probably interested.

A user who lands on any page of the hotel’s website can then perform two actions:

1) Book directly through booking engine, email, call in the structure;

2) Browse the site and exit.

In the second scenario, ie in the event that the purchase process has not been successful, you can/must create a retargeting campaign through Facebook Ads reporting lists of profiled users who have visited the site and are therefore potentially interested but haven’t bought.

A practical case

Do you still have any doubts? We quickly see a practical case.

Relais Villasole (fantasy structure) is a 35-room boutique hotel in the province of Perugia. The manager of Relais Villasole decides to create a promotional package for Valentine’s Day through Google AdWords. At the same time he decides to listen to the Facebook Pixel, so as to intercept the visitors and be able to retarget on Facebook.

This strategy is useful to avoid “shooting in the pile”, thus going to intercept those who have expressed a conscious demand, continuing to intrigue the potential customer with our contents.

Recapping:

  • Intercept the traffic that comes from the conscious demand with Google AdWords;
  • Activate and “listen” to the Facebook Pixel;
  • Do Retargeting through Facebook Ads.

Users surf the web in a frenetic, fast, distracted way. Advertising campaigns can attract the attention of a user and convey it to your product but other distractions of any kind can take it away making you lose the conversion. For this reason it is even more important to re-propose to potential customers what you have to offer so as to increase the possibility of conversion and sales.

For any doubt or curiosity, do not hesitate to contact us by sending an email to info@slope.it or by writing to us on Facebook.

Channel Manager Booking.com: everything you need to know

Channel Manager Booking.com

In 1996 Booking.com was only a Dutch startup, today it is a giant of the travel sector; its portal has established itself in the world market, offering 1,754,664 facilities in 130,898 destinations in 227 countries and regions all over the world.

More than 1,550,000 overnight stays are booked on the platform every day.

9 out of 10 managers of accommodations have found themselves in recent years to sell their rooms on Booking, increasingly wondering how convenient it is and looking for solutions to optimize their sales strategies.

In this article we will try to shed light on how to use a channel manager to sell their rooms on Booking.com in the right way!

Let’s start from the basics: what is the channel manager?

A channel manager is a software that can synchronize availability, rates, restrictions and reservations between your hotel management system and online sales portals.
We had already talked about the characteristics of a good channel manager here.

How can we connect a Channel Manager to Booking.com?

In this section we will explain what procedure an hotelier must follow to connect his channel manager to the Booking.com OTA.
First of all it is essential that the channel manager you have adopted is the official partner of Booking.

After that you will need to access the Booking.com extranet:
• Click on the Settings icon and choose channel manager from the drop-down menu;
• Choose the channel manager with which you want to connect and send the request;
• The channel manager provider will receive a request from Booking to confirm the connection with the structure.
• The channel manager provider after confirming the request, will perform the map (connection) of the rooms between Booking.com and the management software.

Price management: Parity Rate yes, Parity Rate no

On August 2nd, after a three year long journey, the Italian Senate approved with 146 yes and 113 no, the “DDL Concorrenza”, with which the clauses of the Parity Rate are definitively abolished.
After an initial blow and response between Federalberghi and Booking.com, the debate has not subsided and many have wondered what strategy to adopt: sell on all channels at the same price or apply a discount for direct sales?

Let’s make an example!

On the one hand, some hoteliers have decided to place better offers on their websites, by inserting on Booking surcharges that usually correspond to commissions, for example:

  • € 100.00 on theri booking engine (direct booking);
  • € 120.00 on OTA portals (e.g. Booking.com, Expedia);

Other hoteliers have decided to keep the same price both on the official website and on Booking, choosing to be more competitive on the latter, despite the final commissions.

Why do I need a 2-way XML channel manager to manage Booking?

Whether you want to respect the price parity between the various sales channels or want to apply surcharges on certain portals, in any case you need a software that can manage the operations automatically.

The channel manager has the task of synchronizing: prices, availability and reservations on all online sales and distribution portals; this is because managing manually availability, restrictions and tariffs is a truly exhausting effort that must be absolutely delegated to a software, so as to automate and simplify its management.

A hotel that wants to sell on Booking.com therefore needs to have a 2-way channel manager with an XML system, because it has a bidirectional interface with a “server to server” communication able to exchange data between the channel manager itself. and OTAs, with which prices, availability and registration of bookings are exchanged.

It will also need to be able to update:

  • prices;
  • minimum stay restriction;
  • maximum stay restriction;
  • availability;
  • closures.

But it must also allow you to receive real-time updates on registered bookings; this implies that for a simpler and more efficient management of the structure it is advisable to use an all-in-one software that integrates booking engine and channel manager, so you can keep everything under control.

Slope Channel Manager

If you are wondering if the Slope’s Channel Manager is able to help you manage the various OTA channels, through automatic updating of prices, availability and reservations … the answer is yes 🙂 Contact us!