The leap from traditional marketing to online marketing has become established not only in the large hotel groups with global coverage but also with intermediate firms, such as the Mallorcan chain Garden Hotels, which in the last year has had a complete redesign not only of its web platform for direct online sales but all of its promotional activities as well.
Reach the customer directly. Gaining the trust of a guests. Get them to choose you from the noise that the average consumer receives daily. Make you stick in their mind. To persuade him not only to try… but to comeback. These and many more are the challenges today that are facing the brands and, especially, the tourism and hotel sector specifically.
The changes in the market and in the ways of buying travel and accommodation reservations that exist today have drawn a new scenario where the hotelier can go directly to his potential client – without going through intermediaries, even if they still have a lot of power – and offer you their services. The first advantage is clear: in this process a cost is saved that allows the client to receive a better price without losing services and quality.
The best direct sales website sell directly coupled with a strong campaign on social networks and email marketing are the star combination for a fruitful direct selling strategy. The objective is threefold: first to increase reserves in the direct channel, to reinforce the branding, to create a community and ambassadors of the brand and to retain customer loyalty.
The offers and promotions are already designed specifically for this new reservation route. In fact, most chains only offer the best prices online, instead of through third-party platforms. This is something with which the traveller is becoming familiar, little by little. The growth curve still has a long way to go in this direction but there is already a clear change in habits.
Therefore, following the example of large hotel groups, mid-sized and small-sized hotel firms are making efforts to adapt and follow this model. One of them is the Mallorcan Garden Hotels, which has hotels in Mallorca, Menorca, Ibiza, Almeria and Huelva. Some of the accommodations in which they have reinforced their marketing strategy are the most familiar or specifically aimed at couples looking for an adults-only hotel: Alcudia Garden Aparthotel, Garden Holiday Village and Cala Millor Garden Hotel.
Its website has been completely redesigned, improving the ease of booking and payment, increasing the offers. The loyalty rewards also focus on the segmentation of the public so that each hotel within the chain is directed to the desired guests. This gives the user and potential client the best excuse to return.
The most important and significant thing is that Garden Hotels has not only increased the investment in its online marketing strategy, but it has accompanied it with a complete renovation of its hotels. Its facilities and even the concept of its accommodation are changing, now it looks for niches and new types of traveller.
A path that for many other chains must be a model to follow, since from a modest starting position, Garden has managed to place themselves among the most valued chains on the market, with awards from users who, are after all, those who make the business work.