The hotel industry in Poland has grown tremendously in recent years and shows no signs of slowing down. Accommodation options of all types and calibers are growing in our country – from charming agritourism farms and small guesthouses to large, luxurious hotels from the world's leading chains. How can you win customers in such conditions? With an attractive offer, of course, but also with advertising – especially online! Find out how to promote your hotel website.
SEO – a common method for promoting a hotel website
Let's start with some very important data. The vast majority of Polish consumers (approximately 95%) search for hotel information online before making a reservation. Many also use the internet during the booking process itself. This means that a hotel without an online presence is essentially nonexistent from the consumer's perspective . You can list your offer on booking sites, but if you also want to promote your business directly, a website is simply essential. This gives you access to advertising for your hotel website through SEO . These are all activities aimed at improving its visibility in search engines. If your website appears on the first page of search results for a specific term, there's a good chance that the user will visit it. Statistics show that as many as three-quarters of Google users end their searches there.
SEO is conducted using various methods. However, the most important are:
- website optimization,
- content marketing,
- acquiring links.
If a website is well-structured, efficient, and transparent, with links from external sites, and contains valuable, keyword-driven content, it should appear high in search results. This means it has a chance to attract significantly more potential customers.
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However, promoting a hotel website through SEO is a rather tedious process – don't expect results overnight. Careful keyword selection is also essential for SEO. Simply using "hotel Warsaw" or "hotel in Warsaw" isn't enough. These phrases are highly competitive, as the capital boasts hundreds of hotel properties. Therefore, emphasis should be placed on long-tail phrases – longer and more specific phrases. Examples include "hotel Warsaw airport," "hotel Warsaw city center," or "hotel Warsaw with a swimming pool." These queries face significantly less competition, making it easier to rise to the top. Furthermore, these are the phrases that customers search for specific services . A high Google ranking allows for a steady increase in website traffic and bookings. Furthermore, it influences the perception of the hotel by potential guests – companies whose links appear among the first results are widely considered reputable and trustworthy.
Both the selection of keywords and the development and implementation of the entire SEO strategy should be entrusted to professionals. Only then can you achieve the desired results. Working with an experienced agency will definitely pay off – the results will be longer-lasting, and you'll avoid common mistakes.
Hotel website positioning – why is it worth it?
Advertising your hotel website through SEO is an obvious choice. This is the only method that will give you a chance to attract customers directly from Google. It's also the foundation for all other online marketing activities . However, it's also worth noting the additional benefits of this method:
- building a solid brand and company prestige,
- optimizing the website and filling it with valuable content,
- greater recognition of the object,
- image improvement.
Remember that SEO can be done in such a way that it reaches your ideal target audience – business travelers, families with children, guests expecting luxury, etc. It's an investment that pays off!
Google Ads – paid promotion of the hotel website in the search engine
Many properties also use paid hotel advertising in search engines. This refers to Google Ads, specifically sponsored links. These links appear above or between organic search results and look very similar to them (though they clearly bear the "ad" annotation). Users don't perceive them as an intrusive or irritating form of promotion, so they don't negatively impact your image, and they often prove very effective in driving traffic to your website. Text ads of this type are based on carefully selected keyword phrases. It's worth remembering, however, that the more competitive the phrase, the higher the campaign costs. The good news is that Google Ads uses a pay-per-click (PPC) system. Therefore, you only pay for users who visit your website, not for everyone who sees the ad.
Additionally, you can invest in display advertising (banners, display) through Google. Want banners promoting your hotel to appear on websites related to travel, for example? Take advantage of the Google Display Network. You can define the criteria for selecting the pages your ad will appear on, or even select specific sites. As long as you ensure your banner is attractive, such a campaign can be very effective. It primarily helps build brand awareness and reach a specific target audience.
Remarketing can also be used to promote your hotel. This advertising involves displaying banners on your website to people who have previously visited. This way, you can remind past guests – perhaps they'll book another stay or leave a positive review on one of the websites. You can also use this method to inform them about current promotions or new offers. Remarketing is also a way to reach those who have viewed your hotel but haven't yet made a reservation. A compelling graphic ad can often convince them!
Additionally, hoteliers have access to Google Hotel Ads. This is a special property search engine combined with a map. The tool also facilitates bookings and displays prices, making it highly user-friendly. Paid promotion can help you find the top spot for properties in a specific location!
Google Ads for hotels – why is it worth it?
Why is it worth investing in Google ads? There are many reasons. The most important is effectiveness – a well-designed campaign will definitely pay off. Advertising your hotel website in this way is also beneficial due to:
- the ability to reach customers looking for specific services,
- several types of campaigns – including those reminding previous guests about the offer,
- affordable prices and payment based on clicks (Pay Per Click),
- precise targeting – you can specify who a specific ad will reach,
- analyses and statistics allowing you to monitor the course and effectiveness of the campaign,
- the ability to operate on any scale – locally or globally.
Moreover, with Google Ads, you can build a solid brand and shape its image. This is definitely crucial in the hotel industry!
Facebook Ads – advertising on Facebook
Advertising your hotel's Facebook page is also a very popular solution. The portal allows you to publish links directly to your website, along with graphic and text content. It's also worth carefully managing your company's Facebook page and investing in promoting the content published there. Facebook Ads are quite intuitive and inexpensive, allowing you to easily reach your target audience. You can also precisely define the goals of advertising campaigns conducted on the platform and measure their results. Its wide range of applications makes it a very functional marketing tool.
Facebook Ads in promoting a hotel website – why is it worth it?
It's worth being on Facebook, as it's the largest social networking site with 16 million users in Poland alone. At the same time, the platform allows you to reach international visitors. The intuitive nature of Facebook Ads is certainly worth noting , as are:
- the ability to run various types of campaigns,
- relatively low advertising costs,
- various payment methods – including per click and per impression,
- precise targeting – a wide selection of campaign settings,
- ability to monitor results,
- ability to operate on a local or global scale.
It's worth remembering that a hotel's Facebook profile also allows you to collect reviews and establish direct contact with guests. This way, you can also share all the latest news, maintaining interest in your brand.
Promoting your hotel page on LinkedIn
LinkedIn is a portal primarily associated with networking and job searches. However, it now also offers a variety of marketing tools for companies. Interested in B2B collaboration? This is the perfect place for promotion. You can also build your brand and search for qualified personnel on LinkedIn.
LinkedIn Ads offers paid promotion options, similar to Facebook and other social media platforms. You can run campaigns aimed at increasing website traffic, gaining new followers, or, for example, encouraging people to view job offers. Here, too, you can count on extensive settings that allow you to target your message to a specific audience. You can also network, publish posts, and participate in discussion groups. All of this will impact your brand's positioning and help promote your hotel.
Advertising on LinkedIn – why is it worth it?
Advertising on LinkedIn has many advantages, especially for companies seeking new business contacts and clients. These include:
- the ability to reach a very specific user,
- relatively little competition – still few companies in the hotel industry advertise on LinkedIn,
- a minimally invasive form of advertising,
- availability of various advertising formats,
- ability to monitor campaign results.
It's a rather specific environment for advertising, especially in the hospitality industry, but a presence on LinkedIn can be very helpful in promoting your business, as can using paid advertising – especially when combined with all the other marketing techniques mentioned above.
Summary
The above article covers the following topics:
- the importance of search engine visibility for hotel properties and customer behavior before booking,
- paid promotion of the hotel website in the Google search engine,
- running a company fan page on Facebook and promoting the content published there,
- advantages of advertising on LinkedIn, including low invasiveness and the availability of various formats.
