How to Grow Revenue and Simplify Operations in 2021
Hindsight is 2020, but this is a new year! Sure, we can look back. Would stricter hotel industry standards for social distancing, masks, and hand sanitizer stations after the H1N1 virus outbreak in 2009 made a difference? Would that have enhanced guest confidence related to safety and traveling during a pandemic?
What if you had moved forward with that internet marketing agency last year? Would you have a better handle on acquiring direct bookings and improving your rankings in the search engines?
At least you upgraded your technology tools, right? Or at a minimum considered some alternatives? You probably had some time to research, discuss features, and demo alternate solutions. Because you need all the help you can get to reinvent yourself and recover from the pandemic.
To set you up for success in 2021, here are the top eight business areas we recommend you focus on to grow revenue and simplify operations.
How to grow revenue in 2021
- Metasearch – TripAdvisor and Google Hotel Ads metasearch engines compare room rates from various online travel agencies and booking sites all in one place. These aggregator sites are great for guests as they offer room prices from multiple sources in one place. When used correctly, metasearch increases the number of direct bookings you’ll receive. For tips on using metasearch read our blog here.
- Website – If you want to improve your website ranking in Google, then you’ll want to consider investing in your website. Google Page Experience is a new update that will incorporate the user experience at a more complex level. There are several ranking factors that are included in the update, many of which you should already have in place; (1) mobile-friendly update (2) page Speed Update, (3) HTTPS ranking boost, (4) intrusive interstitials penalty, and (5) safe browsing penalty. The “May 2020 Core Update” as Google refers to it is set to roll out May 4, 2021!
- Extended stays – In 2021 we expect travelers to take fewer trips and staying longer to get the most out of their vacations. Because of this, you should arm your hotel with extended stay specials and packages that help maximize guest time onsite or nearby.
- Work-friendly rooms – Expand your marketing message to appeal to those who will be working during their travel. Unlike regular business travelers, these moms, dads, and millennials will be committing to longer stays if you can support their need to also do some remote work. That means work from the room, comfortably and with privacy, compared to the on-site business center. Make sure you strengthen your Wi-Fi signal/coverage and introduce practical workstations inside each room.
How to simplify operations in 2021
- Contactless check-in – Your guests’ desire to check-in without interacting with the front desk will be an expectation for years to come. And when done correctly this method can be a “set it and forget it” component of how you automate your communication. rezStream has partnered with Akia rezStream has partnered with Akia to make this possible for any size hotel. Your guests will be able to view, complete, and digitally sign check-in forms on their smartphones prior to arrival.
- Channel manager – Let’s face it, you’ll most likely continue to lean on OTAs as a source of bookings. While we recommend investing those same dollars (OTA commission fees) into marketing your brand, we also understand it’s value. So, to simplify the management of various channels, you need to make sure your PMS connects to a channel manager. With a channel manager connection, you can (1) increase visibility and occupancy, (2) automatically update your rates, availability, and minimum night stays, (3) easily close inventory during peak times, (4) fill your mid-week and/or low season, and (5) easily manage of all your OTAs in one central location.
- Automatic emails – Stop wasting time sending one-off emails to guests to confirm their reservations. Instead, leverage a PMS that allows you to pre-schedule high-quality, personalized, automated letters based on certain triggers. The more flexibility a system offers you to fully customize and brand this type of communication, the better off you are. You should at least automate the following guest messages; (1) reservation confirmations, (2) pre-arrival messages, (3) communication during the stay and (4) post-stay emails thanking them and soliciting reviews.
- Organize hotel CRM – A good property management system should offer ways for you to use the platform as a CRM tool. Newer solutions offer methods to flag reservations or guests with unique tags to make it easier for you to run reports, export that data, and analyze it. Moreover, your CRM should allow you to keep tabs on what’s most important about a guest or reservation. Are they a VIP guest? Does their reservation require amenities to be ready at check-in? Whatever the case, now’s the time to leverage your PMS to capture guest information so you can act on it.
You can’t change 2020, but you can learn from it. It’s already the end of January, and leap year was last year, so that leaves February with its normal 28 days. An aggressive marketing strategy for driving direct bookings and tools to simplify your operations should be your primary focus for a successful 2021.
To learn how our Ecosystem of technology tools can help you, contact us today!