RESORT AND VILLA MARKETING TIPS
5 Analytics touch points your resort needs to have in 2019
WRITTEN BY: LEOPOLDO PIRELA
Are you considering improving the way your resort looks at analytics for 2019? Have you tried Google analytics and other tools, but had little success and got quite confused?
Google analytics and webmaster are two amazing tools that every resort needs to incorporate properly in 2019. But with so many changes, it is difficult to look at it and understand exactly what all these numbers mean.
These analytics tools can be implemented from the smallest resort to the largest resort to help your team understand the resort’s performance and if your marketing is working. The targeting capabilities of some of these platforms are far more advanced than many other platforms, but you need to know how to set up your dashboard and understand what exactly you need to look for.
With this post, we want to tell you the top 5 analytics touch points that your team needs to be looking at to make better decisions. We will also touch point on one very important analytic touch point for your resort, that cannot be seen on Google analytics, but with a powerful booking engine, you should be able to get all this information.
So why analytics are so important for resorts?
The hospitality industry is generating millions of daily travelers around the world and you as a service provider for this field, need to know how you are performing in helping these millions of visitors to choose your resort over the competitors. Additionally, not all your guests will be the same. Some of them, go to your website, check it out and move forward. Others don’t or require more information form your part.
How do you know all the trends that are taking place, what is working and what is not? Through analytics.
So here are 5 ways that you can improve your resorts knowledge on what happens online with Google analytics and your booking engine.
1. What does your direct booking look like compared to the OTAs?
This is one of the not the most important elements of your digital marketing and overall marketing approach that you need to know. The reason for this is that real revenue for your resort comes from Direct Bookings. And, even though the OTAs are your good business partners, you always want to ensure your guests are booking directly, instead of doing this through the OTAs.
Your booking engine is the best place to get this information, but not all of the booking engines are armed with these unique analytics tools. Hence, we will recommend a system like Guest-Centric to give you the exact analytics you need when it comes to direct bookings for your resort. Additionally, this will work as a great decision-based tool, as it will open your eyes to when you should be running promotions, what sort of promotions worked better to increase direct bookings and much more.
This should be a MUST for any resort.
2. User Demographics with Google Analytics
knowing the demographics, especially for marketing is key for decision making and most importantly budgeting. Many resorts’ websites are built without users in mind and even though your website might be getting thousands of monthly hits, you as a marketing manager or owner, need to be targeting your specific audience every month. As a result, this might mean fewer users, but more direct bookings.
This is exactly what setting up and looking at your google analytics demographics will do for you. It will tell you their age, gender and which city from around the globe they are exactly from. Furthermore, once you are completely happy with this and your resort’s website is reaching the right audience, you can send this report to your marketing team and they will ensure that your digital marketing and Pay-per-click ads for your resort are targeting these specific locations and demographics.
3. Your Website’s bounce off rate
In many other fields, the website bounce rate does not mean as much as it does in the hospitality industry. If this is high on your resort’s website and you are getting bookings elsewhere, that means you are leaving revenue on the table that should be yours. However; if this is low and your direct bookings are low, it means there are not enough incentives on your website to drive direct bookings. This is why the bounce rate of your website is so important.
Depending on your bounce rate, you will have to do a few key decisions on your website. We strongly recommend that if you are experiencing either one of the above scenarios, you should do a website audit to fully understand what can be taking place.
On the new google analytics dashboard, it is no longer available on the main dashboard. To get access to this, you can click on performance overview and the dashboard you will re-directed to should have it right away.
We have also created custom dashboard on Google Analytics for our clients in the hospitality industry, making it easier for them to read over the analytics while making sense out of them.
4. Goal conversion rates
Google analytics on its own is a powerhouse for any resort when it comes to tracking everything that takes place online. Well, almost everything.
But with so many features, it is difficult to know what to do and how to use all of them is the best way possible. As a result, one of the first things your team should be doing when setting up a custom dashboard is looking at conversion rates for specific goals on your website.
An example of this is how many people went from your home page to the rooms page. Then, you can expand this to another goal that includes Home page, rooms page, and the individual room page. Then, include the book now button and so on.
As a result, you will be able to see how your guests’ experience is on the website and if you are guiding them correctly through the user experience of the website. Furthermore, this will bring us to the next point.
On our previous post regarding 4 elements a resort’s website should have, we spoke about guiding your guests throughout the website effectively. They are there for the experience!
5. E-commerce analytics for your resort
For you as a resort manager, owner and team it is important to know the total amount of traffic your website is getting, where are they from, their age and many other elements about them. But, one of the most important elements of your analytics is your revenue.
And if you are new to this feature, it is something you can set up on Google analytics.
This part of your google analytics needs an expert hand, the reason for this is that you will be creating custom analytic codes that will be integrated within your website and booking engine. Additionally, once you have set up this properly and Google starts to gather data, you will be able to see the amount of revenue your resort’s website and booking engine is creating for you.
Your analytics need to be set properly and you need to be able to track these and other main metrics for your resort. In this post, we have outlined just a few of the top metrics we look at when working with resorts and private villas.
As a result, this has helped us to create powerful decisions and approaches that helped us make a difference in our client’s website and yearly revenue. We strongly recommend that you also do a website audit and look at your analytics by grouping them into 12 months, 3 months and 28 days basis to see how your marketing and other elements are working for your resort.
Send us an email to firstname.lastname@example.org entitled ‘Website Audit for my resort/ hotel’. I will personally make sure our team gives you a FREE website audit with key opportunities we have found for you.
How easy do you find it is interacting with Google Analytics for your resort? Do you use it or do you prefer other tools? Comment below, we’d love to hear from you.