How I Established a Digital Marketing Department at Luna Volcán Hotel in Baños: 5 Crucial Lessons Learned
In 2010, I embarked on a transformative journey with Luna Volcán, a charming hotel nestled in the scenic town of Baños de Agua Santa, Ecuador.
Recognizing the shift towards digital, I spearheaded the creation of our digital marketing department, a move that not only elevated our brand but also significantly enhanced our guest engagement.
Reflecting on this journey, I would like to share five pivotal pieces of advice I would give my younger self, insights that could save time and money for those looking to do the same.
1. Invest in Professional Photography
Importance of visuals: High-quality, professional photos are your first interaction with potential guests.
Minimum requirement: Ensure you have at least 24 striking images that showcase the best your hotel has to offer.
Usage across platforms: These photos will enhance your appeal and drive faster booking decisions on every digital platform.
2. Optimize Your Google Business Profile for Local Search
Enhancing local visibility: A well-optimized Google Business Profile helps potential guests locate your hotel on Google Maps from anywhere in the world.
First point of contact: Provides essential information quickly and effectively, showcasing your hotel’s professionalism.
3. Expand Your Presence on Online Travel Agencies (OTAs)
Broadening market reach: Listing on OTAs like Booking.com, Airbnb, Expedia, Agoda, and HotelBeds increases your visibility.
Detailed listings: Optimize each listing with comprehensive information, helping guests make informed booking decisions.
4. Implement an All-in-One Booking Solution
Streamlining operations: Use technology to connect your website, Property Management System (PMS), booking engine, and channel manager.
Reducing manual errors: Automation helps in reducing booking errors and operational inefficiencies.
5. Rethink Social Media Strategy
Focus on efficiency: Create profiles as social media landing pages, and avoid the exhaustion of posting every single day.
Leveraging user-generated content: Build authenticity and trust by allowing your guests’ experiences to be the voice of your brand.
The Bigger Picture
Implementing these strategies not only optimized our digital presence but also allowed us to focus more on what truly matters - creating memorable experiences for our guests through impeccable service, cleanliness, and local community engagement.
As you venture into or revamp your digital marketing efforts, remember that the ultimate goal is to enhance guest satisfaction and loyalty, which in turn drives your hotel’s success.
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