Archivo de Tags: English

15 Mar de 2017

Garden Hotels reinforces its commitment to online marketing

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.

Garden Hotels, hoteles en Mallorca

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.

Playa Garden Selection Hotel Spa

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.

19 Ene de 2017

Why it’s best to go all-inclusive

All Inclusive by IBEROSTAR

Let no-one be fooled: all-inclusive triumphs over other board basis’ in hotels because it is the best for money and comfort. This, in the last few years, has made it possible to add more advantages to all-inclusive; a great reason for holidaymakers to be able to book a cheap holiday to Spain; a country with many mature tourist destinations.

Mature tourist destinations like Mallorca, the Canary Islands, the Levante or Southern Spain know all too well that the most in-demand holidays are those with all-inclusive board basis primarily because it means a stress-free holiday. Best known over the years for offering stays of rest and relaxation without having to worry about even the most basic things, all-inclusive, far from disappearing as was feared a few years ago, is now back on top, bigger and better than ever.  And with all the advantages it has to offer, no wonder it’s so popular in Spain and other holiday locations.

You’ll see few remaining all-inclusive hotels in the 21st century built during the 50’s when there was a boom in the tourism industry making Spain the front runner of Europe as a holiday destination. Although you’ll still find all-inclusive hotels from this era, the ones at present continue to develop the two biggest advantages of going all-inclusive (comfort and competitive prices) as well as adding new values like more exclusive services to better accommodate the public’s specific needs, all whilst not excluding mass tourism.

All-inclusive allows you to pay for your holiday when you book it, choosing the most luxurious rooms at the best prices, with more varied services and access to most facilities in the hotel. Away from all-inclusive, the more innovative areas or those that offer different types of facilities like spa and hydrotherapy centres in their own or sister hotel, gourmet restaurants, terraces with chill out zones accompanied with drinks and cocktails will be charged as extras.

All inclusive hotels

However, the new All-Inclusive Plus and Premium packages include the best selective services with certain limited uses offering guests the option to try before they buy and if they enjoy themselves, they can easily pay the additional cost. One of the best benefits is the day-to-day gastronomy: the best quality, as much in their distinguished restaurants as in their buffets; drinks; desserts; snacks;

Also you can now book suites when you choose all-inclusive, opting for a luxury experience and not having to worry, knowing that everything has already been paid for back home and all that’s needed is for you to go to the hotel and enjoy yourself without worrying about any outstanding payments.

This wide variety is why all-inclusive is the most sought out board basis, especially for those travelling as a family as they are the ones who are in most need of full and versatiles packages so that every member of family, from the children to the grandparents can take maximum advantage of their holiday, from the hotel to its surroundings.

It’s less common for couples who go on city breaks to opt for all-inclusive as these types of trips are normally more for spending time outside of the hotel and so they would not benefit from lunch and dinner included. Certainly, there are times when breakfast included in the cost of the accommodation is reason to book instead of those not offering this option but it’s also more flexible and less complete than all-inclusive, meaning that, in the end, your spending will be all over the place.

All-inclusive has never received such luxury status as it has now, for some hotels. This is because some all-inclusive hotels, like IBEROSTAR Anthelia (south of Tenerife) are an authentic paradise for serenity and fulfilment. Other more modest hotels of the same chain (and one of the main ones in Spain that first established this form of all-inclusive) are, for example, that of Fuerteventura Palace, in Playa Jandía,. With the whole hotel being an all-inclusive hotel in Fuerteventura, all of its zones are designed for you to enjoy a truly relaxing high-quality experience at the price of a 4-star hotel.

The south of Tenerife is where you’ll find all-inclusive of the highest quality. All-inclusive hotels in Costa Adeje are a unique sample of variety and attention, making this part of the island a real sun and beach paradise. Apart from the climate allowing them to remain open all year round, they are making fast improvements to the care taken to their product and its facilities, as well as making every experience personal to their guest.

Mallorca is another example that we can’t forget to mention when it comes to all-inclusive holidays. Although the island has always been tied to mass tourism of a certain quality, this declined slightly over the past few years but now  has come back bigger and better than ever, offering state-of-the-art fully-facilitated hotels and better experiences in and out of the hotel. Some interesting examples can be seen in the north of Mallorca, in the hotel zone of Playa de Muro or in the all-inclusive hotels in Cala Ratjada, where, other than the enjoying the facilities of the hotel, you can also appreciate a charming fishing village full of tradition and life.

14 Dic de 2016

Catalonia Hotels or the personalized attention revolution

Urban accommodation, with services orientated for travellers of the 21st century and attention without intermediaries.

From the exact moment of the online reservation, there will always be somebody ready to respond to your requirements, your doubts or your suggestions. This is because travelling today is much more than a destination, it is global experience. Catalonia Hotels were able to see this long before anybody else. Although all the actual hotel industry in Spain are looking to advance in these aspects -that are directly linked with how the guest relates with his accommodation- it is remarkable and should be noted, that there are companies taking a foothold in this area which, more often than we would like, is tricky and complicated.

How and with what aspects of the hotel is our client most satisfied, what is most highly appreciated and valued of the establishment, for what is he prepared to pay more, what are the services and attentions that are missing. All these issues are those that should always be asked and, now more than ever, they should be addressed and treated with the upmost care. Why? Because the reputation of a hotel is at stake and once lost is extremely difficult to recover.

Internet has opened spaces for users where they can speak and comment, recommend or criticize and, if one really takes notice, the numerous debates that start and the points that are notified are nearly always about the same things, cleanliness, maintenance and state of the installations. To look after these three pillars is to guarantee a flow of satisfied clients, a good online reputation, more loyalty and better word of mouth.  This converts into more and better reservations.

Catalonia Hotels, in all their hotels in the centre of Barcelona and Madrid, have worked on these aspects very cautiously. Listen to the client, calculate his necessities and anticipate the same, monitor those issues where the hotel has failed and adequately compensate the errors or incidences that took place. A modus operandi that not only has been applied within the chain but has also been introduced in Barcelona and Madrid together with the beach resorts offered in Punta Cana.

This work, that has taken place during the last few years, has permitted Catalonia Hotels to grow as a referred quality hotel company and position themselves as one of the newest Spanish hotel chains, intimate, direct and personal. Not only in the offline world but also in their facet of online service.

Individual online attention for each hotel

The process of improving the online attention that Catalonia Hotels were looking for required a very solid system but at the same time it needed to be flexible and diversified for each hotel. The chain chose us as their partners and with them we could implement an integration project for each hotel which, altogether, make up the current network of care and management online of the direct bookings of each establishment.

For their highlighted hotels, a specific web site was developed where each hotel was clearly defined, with its individual characteristics, the values and philosophy and its advantages with respect to their competitors.  Every hotel was treated as a unique project but without separating it from the rest, so that the attention that each hotel affords the guests is direct and personal and incorporates the values of the chain.  This is the way to avoid distances that may occur with the management of a reservation with a large hotel chain with more than 55 hotels in Spain, and also others in other first class touristic destinations.

The guest can enter directly the web of the chosen Catalonia hotel and effect the reservation with the team of that hotel, who can easily resolve any doubts and can offer a personalized service which then during the stay at the hotel develops into a truly personal service.

This closeness facilitates in a direct way, without intermediaries, the booking and everything that this involves, permitting that the guest feels welcome and at home from the first moment, or even before arriving at the hotel he can enjoy the experience.

In the same way, this allows a better follow up at the end of his stay and the incitation of the customer loyalty programme. Offers and special discounts based on the information about the user and his valuations, periodic communications and personalizations etc. Everything works especially if it contributes to improve relations between the user and the hotel.  This is what Catalonia Hotels has seen and used to their and their clients’ advantage.

Catalonia Hotels is a family chain with base in Barcelona – a city where they already offer more than 3,000 rooms – with their policy of intimacy and being treated like one of the family even in their most urban hotels.  Actually, the chain offers not only hotels in the centre of Barcelona – such as the Catalonia Barcelona Plaza, the Catalonia Atenas and the Catalonia Sagrada Familia – but also in the centre of Madrid – such as the Catalonia Las Cortes – in Berlin, Brussels and including hotels in the Caribbean – such as the Catalonia Bavaro ResortAll the hotels can be reserved on the official hotel chain web site and some of them already have their own individual official web sites where reservations can be made with all guarantees.

03 Nov de 2016

Looking for an English Copywriter & Translator in Majorca

Contenido SEO carries out the most important SEO actions that will result in an increase in search engine rankings for a hotel, paying special attention to content writing, web positioning and SEO translations.

Our aim

Our aim in this project is to find an English Copywriter & Translator who has to help us in our objective to generate useful content and translations for our clients.

This includes writing in English and the translation from Spanish to English.

What do we need?

Copywriting & Translation are vital requirements in our business.

We want to create descriptive and relevant content for our Brisith and American users when they navigate through our hotels’ websites. The success of our business is directly related to the quality of our content writing.

Also, we need to create good content for search engines in order to improve our position and as a result, we have identified some keywords with which we want to optimize our content.

Here you have some examples of clients and our websites:

Also, here you have a list of usual contents to display on our websites:

  1. Web content for hotel rooms, offers, services, location, contact…
  2. Long-form content projects such as blogs
  3. Marketing claims
  4. Special contents for spa, MICE or weddings sections
  5. SEO tags with special formulas
  6. Press releases
  7. … And anything you might reccommend us!

What requirements we are looking for?

This position requires a high level of creativity, passion for writing, and collaboration skills.

  • Passion for content. You have to love writing. This will be your main responsibility. We want you to write everyday!
  • Good writing skills, as well as the ability to adopt different styles while maintaining the highest quality standards
  • At least, some Spanish knowledge to translate from Spanish to English. You have to be a native English speaker but don´t worry with the español. We will help you!
  • Collaborate with your teammates, clients and Contenido SEO stakeholders
  • A creative mind to scale marketing strategies for our clients
  • Bonus skills: SEO, WordPress…

If you love writing in English and you live in Palma de Majorca, we want to meet you!

If you have any questions, please contact us in English or Spanish to the following email address: ivan@contenidoseo.com.

We are waiting for you!

Contenido SEO team

 

20 Sep de 2016

The specialization of hotel services in the XXI century

Hotel Industry

To meet the needs of increasingly demanding and experienced guests, the hotel sector in Spain and practically worldwide, has invested much time and effort on refining the specialization of their services.

The challenge of every hotel that wants to survive today in the era of the so-called Information Society, the Internet generation, tablets, smartphones and the global view is always in your face-from caution and knowledge- comes a system of searching and booking which is very different from only a couple of decades ago. Faced with this new reality, the only (or rather, the most prudent) for the hotel is to analyze their guests, know what they are looking for, know what they want and … give it to them. Always doing better than its most direct competition.

Notably In the Spanish tourism sector, though it is possible in many other tourist areas in Europe, they have taken this obligation seriously and made changes and implemented investments which have not been done anywhere else. This has placed us, once more, as happened previously in the 60s- as the leader of the pack, and as top dog our mission is to bring our tourism to the pinnacle.

They say hunger strikes sharpens the wit and, in this case, the Spanish hoteliers have seen the economic crisis as an opportunity. Although most have continued to divert money to other parts of the world where they have been developing projects in tourism for years (Caribbean, Tunisia, Istanbul…) they have worked more with the local product. Military conflicts and terrorist threats to some of these areas of new investment have also contributed to the hotelier focusing on improving on what we have at home.

From this strategy have arisen projects which are a subject for study in the main Spanish schools of tourism. The case of  Melià in Calvia  and Magaluf  and the case of the Fiesta group  with its Ushuala and its Ibiza Rocks. What is the secret and the common point of these projects which seem so different? It is specialization: it is to be much more than a hotel. It is the complete travel experience. It is the main point of the vacation with the consequence that the destination takes second place.

It is a sure bet that not everyone will do as well but everyone must work to the best of their possibilities according to the reality of what their market has to offer. For example, a golf hotel in Chiclana like the IBEROSTAR Royal Andalus or a golf hotel in Isla Canela like IBEROSTAR Isla Canela. Beach holidays wouldn’t have existed today if they had not moved forward, that need to cater for new requirements, to even create them. They are, in these two specific cases, hotels that were previously thought of as places for beach holidays, but not any longer. In the past they were very broad in what they offered, basic services designed to meet the expectations of a very mixed public and with many very different tastes. Now, both hotels have a clear but very familiar character for the adults in the family, golf lovers, outdoor sports lovers, wellbeing and relaxation fans and all in natural surroundings and with a high level of care.

The changes, however, have not affected everyone to the same extent, not all hotels have to completely change their decor, facilities or accommodation types. It is enough to make small changes in the overall portfolio of services to reach travelers who would never have dreamed of it. It happens for example with some hotels with Jacuzzis in Tenerife, that by just adding this type of bath or this feature in one of its most exclusive rooms or in public areas, this offering better equipped wellbeing spaces, hotels have managed to monopolize the searches of a lot of potential clients who are interested in competitively priced hotels with very exclusive services.

Luxury and functionality combine creating hotels that you choose not for for their star rating, but for the services they offer. Have you got Wi-Fi? Have you got a spa? All the better! Is there a golf course nearby and are green fees offered at discounted prices? Excellent. This translates, of course, in being the choice for discerning travelers who are willing to pay more, to spend more in less time.

In this way, some resorts and hotels in Spain –as much in urban areas as beach resorts, have started to reduce the number of rooms in favor of making better common areas available to the guests, new services and suites . And that’s the key: listen to what they want, work out what must be done to make it available (not only investment but also concessions) and offer everything they possibly can. Welcome to the twenty-first century hotels.