Targeting Your “Drive-In” Markets: 4 Critical Methods

In a recent travel safety study by MMGY, travel by personal car was rated 78 in safety on a scale of 0-100, with 0 being very unsafe and 100 being very safe. In comparison, taking a domestic flight only received a safety score of 41, and traveling by rail/train scored a low 37 points.

Clearly, your “drive-in” guests are more important than ever. In fact, 57% of all domestic travelers are planning to drive for their first trip post COVID. So, savvy hoteliers are putting greater emphasis on internet marketing to local visitors within 150-200 miles driving distance of their property. Hotels within this proximity allow guests to spend three and a half hours or less in the car to reach their destination and still enjoy a full day around the property.

So, when you are working on your strategic Search Engine Optimization (SEO) plan, think about implementing these four important methods to be sure you are effective in how you promote to your drive-in market.

Method #1; Google ads

  1. Update your ad copy to appeal to those within your drive-in markets and consider using verbiage like “weekend getaway” or “just a short drive away” to entice people to make the trip.
  2. Under the Locations tab, select the radius to enter your city name or property’s physical address and distance in miles.
  3. If you have pages that show your updated cancellation policies, added cleaning services, contactless amenities, or anything to reduce doubt and fear, add a Sitelink so searchers can visit those pages directly from your ads.

Method #2; Facebook ads

  1. Facebook only allows a 50-mile radius for ads, so if you want to target the 150 or 200-mile radius like in Google Ads, you will need to create multiple radiuses. 
  2. For your ad copy, use imagery or video that features contactless amenities and outdoor attractions near your property like the beach, golf courses, and hiking and biking trails where people can still practice safe social distancing.
  3. In the text convey the ease of travel to your location and stress flexible cancellation policies and enhanced cleaning policies to ease any fear people may still have around travel.
  4. Review our blog “5 Ways to Use Facebook to Increase Reservations” for more considerations.

Method #3; Email marketing campaigns

  1. Make sure your Property Management System (PMS) stores guest emails and physical addresses. This makes it easy for you to create a segment of guests who live in your drive-in markets to campaign to!
  2. Email offers you the greatest flexibility because you are not confined by character limits and you can explain in detail why your drive-in markets should come to stay with you.
  3. We recommend (1) using great imagery and video that shows off your property and the great amenities and attractions guests can enjoy, (2) featuring any unique offers that would entice recipients to make a booking, and (3) explaining your updated cancellation policies and cleaning procedures.
  4. For those who do book, make sure your confirmation emails are set up for success.

Method #4; Call campaigns

  1. Like we recommended for email campaigns, make sure your PMS stores guest phone numbers and physical addresses to create a segmented call list for guests who live in your drive-in markets!
  2. Have your team pick up the phone and call these past guests. Be very strategic in who you reach out to and use data you have stored about each guest and their stay. For example:
    • When they stayed last
    • What room they stayed in
    • Any deals/specials they took advantage of
    • See if they would like to book that room again or take advantage of that special again
    • Be sure to inform them of any updated cancellation policies and sanitation procedures

Recap

Your path to capture the most bookings as possible should include how you focus on your local markets. Use geo-targeting methods and content that will attack your drive-in visitors. Consider this your first step in your larger recovery plan. And, if you need help implement a strategic SEO plan to fast-track your recovery, schedule a demo with rezStream to learn how our Ecosystem of lodging tools can aid you along the way.

Published: November 24, 2020