How to advertise a hotel. Hotel and hotel advertising text examples. Additional guest house services

Promoting a hostel is an interesting and non-standard task. Thus, hotels of this kind are difficult to promote using outdoor advertising and advertising through means mass media. It would be much more advisable to focus on promotion on the Internet, because it remains the main source of information for the target audience of hostels, which consists of travelers, business travelers, and students. This article outlines helpful information, which will help you choose the most effective ways to advertise mini-hotels and immediately eliminate ineffective types of advertising.

Decoration of the point (including during opening)

Facade

Outdoor advertising

Signposts

Signs can be placed near the hostel - this will help your customers find it faster. Moreover, stylish signs will make a pleasant impression on guests.

Light box

Light boxes with the name and address of the hostel can be placed at train stations and airports. It is also worth pointing out the prices - most likely, they will be significantly lower than hotel prices, which means this will attract people to you.

Internet advertising

Website

Outdoor advertising for hostels is ineffective, which means that the owner of a small hotel needs to focus on promoting it online. That is why it is worth hiring a team of specialists who will create a thoughtful, informative and visually attractive website. The website must include all the information about the location of the hostel, contacts, and the concept of the mini-hotel. Moreover, the site must have a clear interface and menu. It is also advisable to provide the ability to reserve seats online. Remember, you should not skimp on the design and development of the site as a whole - descriptions, prices, high-quality photos - all this will be your main tool for attracting customers.

If you decide to create a website on your own, be sure to read our articles:

Here we have laid out our experience and opinions on the use of various tools that you will simply need in your work. This will allow you to reduce the time it takes to select the necessary resources for its creation and get profit from the site as quickly as possible.

SEO website promotion

In order for a website to appear in the top positions of search engines, it needs to be optimized. For this purpose, so-called “keywords” are used. Key words and phrases can be generated by a specialist who will take into account the characteristics of the hostel, its profile, and location. They should not be artificially woven into the text - ideally, they should not be noticeable in the text. Remember, all information on the site must be unique - search engines will not show your page if the text on it is not original.

contextual advertising

The main advantage of contextual advertising is search engines is that it will only be visible to those people who are looking for relevant information. Thus, the team of specialists involved in the creation and promotion of your page determines the conditions under which your advertising is turned on (region, conditions, time).

Groups on social networks

VKontakte and Facebook groups will be a good auxiliary promotion tool. You can try to attract user interest by publishing information about discounts, interesting facts about travel, photos of the hostel and its guests.

Advertising on websites dedicated to finding accommodation while traveling

Take the time to research the most popular sites for booking rooms. Many of them post information about hostels and hotels for free. The only fee charged is the commission for the room reservation made.

Other

Unique hostel concept

You can position your hostel simply as a place where any guest can spend a few nights in a pleasant and cozy environment. This concept is a win-win and is guaranteed to bring you profit. However, if you want to make the establishment themed, add a unique feature that will distinguish the hostel from similar hotels, this will be an additional plus for a mini-hotel. The internal and external design, as well as special rules of service, will help emphasize the uniqueness of the hostel.

Carrying out show events

Some hostel owners position their small hotels not just as a place of temporary housing, but as a thematic center where events take place. cultural events and parties that can be attended not only by hostel guests, but also by city residents. Such a policy will not only bring you additional profit, but will also increase the recognition of the mini-hotel.

What advertising does not work for a hostel?

Printable advertisement. In our age of advanced technology, not a single traveler will look for a hostel through a paper publication. The only exception is advertising in magazines next to articles on travel (and then only if your hostel is located, for example, in the capital). In general, even this type of print advertising is ineffective. That is why it is worth concentrating on promotion on the Internet.
Radio and television. Hostels work for a specific audience - travelers, people on business trips, students, etc. Thus, advertising on radio or TV in this case will resemble shooting sparrows from a cannon - you will not hook the required number of potential clients, but you will pay a huge amount for the broadcast.
Some types of outdoor advertising. Signs, billboards, banners, pillars, advertising on transport - all this is designed to attract the attention of passers-by. Places in hostels are booked in advance, and the likelihood that a traveler who has nowhere to stay for the night will pass along the street and notice your banner is almost zero. You can read more in the article about advertising banners, types and placements and production costs.

Slogans and texts used to promote hostels

You will like it with us!
Your comfortable companion
Warmth and comfort at a comfortable price
We are always happy to welcome you!
Hospitality at any time
Comfort at any time!
Comfort area
A fairy tale far from home
Comfortable life
A fairy tale is always with you
Anyone who loves comfort - relax with us
Like visiting friends
The right place for a good holiday
Comfort for a dynamic life
A place where guests are always welcome!
Territory of good mood

Dear team “Kuda na more.ru” I would like to express my deep gratitude for the work you are doing to improve your site.

I am satisfied with your efficiency and responsibility.

The ability to maneuver the pricing policy for the services of our guest house.
I would especially like to note the work of your manager Boris - an excellent specialist in his field and simply a wonderful person.
I would like to wish you good luck in your work!!!
feedback works great
this site helped me attract 25% of clients last year - I can feel the work of professionals.

Many thanks to the entire site team. I wish you to continue to develop, reach new heights and receive new clients.

I registered, quickly and easily posted information about my home on the website at the end of January, and already on May holidays got my first client.

I hope it will be even better!

I would like to thank you for your clear and efficient work. Your site is very convenient for using and viewing everything that interests the visitor, my vacationers even commented on this, that after viewing quite a lot of sites about vacations and vacation offers, your site is the most accessible and convenient and does not bother the user. Personally, I also liked the fact that you sent SMS to your mobile phone, which made it possible to quickly respond to letters from those interested in vacationing in my house. I wish you further success and prosperity in your work, we will continue to cooperate. All the best to you! With respect, Nadezhda.

Our Guest House has been operating relatively recently and the first steps were spontaneous, I advertised wherever possible (at first it was free, due to the lack of financial resources, the cost of accommodation offered by sites was scary). And after a while I began to receive the results of my work, letters began to arrive and calls began to arrive. After some time, I began to analyze sources of information and gradually built up a scale of effectiveness from the work of different sites. Some sites had to be eliminated, but the site www.. I even began to consider options for paid placement. Placed. And I didn’t regret it, the costs pay off remarkably well.

I would also like to emphasize the simplicity and convenience of the site, the site is surprisingly simple and understandable for the owners - it allows you to easily post, control, change and supplement information and, more than important, the site is accessible and understandable for our potential clients - they can easily see and read and compare different housing options from affordable to luxury and they have options to easily contact the owner and get a quick response. Where to get tourists from?

For an individual entrepreneur who has decided to start receiving tourists, it is advisable to start his business by looking for a tour operator to whom he can offer his services for accommodating arriving tourists.

The owner of the guest house offers accommodation services for tourists, and also announces additional services to the selected tour operator. The tour operator, in turn, enters into a joint activity agreement with the owner of the guest house, which specifies the form of remuneration for the tour operator for finding tourists for the guest house. In this case, the owner receives the right to enter into an agreement with other tour operators and travel agents for the supply of tourists. It is recommended to go into detail on these details, since often rural residents are unaware of the responsibilities associated with working with people. Contractual work with an experienced tour operator disciplines the owner of the guest house and provides the opportunity to improve skills in the field of tourism.

Work on creating a tourism product for rural tourism. In order to attract tourists to a rural family on vacation, it is necessary to offer them a range of services necessary to meet the needs of vacationers. A tourism product is a set of services consisting of accommodation, food,, insurance and delivery. By the beginning of the year, the organizer accumulates information about what services each guest house can provide. In addition, the tour operator usually develops additional special tours to make the villagers’ offer attractive.

Work to promote tourism products on the travel services market.

Now it is necessary to make sure that potential consumers know about the villagers’ proposals. For this purpose, the tour operator produces advertising information (booklets, descriptions, photographs). The main advertising material is the catalog of objects rural tourism, which describes and shows each guest house. The catalog is published in sufficient circulation so that travel agencies various cities could clearly show guest houses to clients. The tour operator also bears the costs of participating in tourism exhibitions and working meetings of travel companies in different cities Russia. The tour operator is recommended to publish a website about rural tourism on the Internet. Thus, information about a rural tourist site can reach a resident of any country. The tour operator is also engaged in external advertising of rural tourism objects, finds funds for advertising on billboards and in various information service centers for tourists.The owner of the property can attract tourists to his guest house himself. To do this, he can put a sign on the road to his house.

Organization of reception of tourists.

Meeting, registration, acquaintance with local conditions. Reservations for a guest house are usually made in advance by a tour operator. Therefore, it is necessary to meet the guest at the agreed place and escort him to the guest house. If a guest arrives on own car, then, having placed his car on a personal plot or in a garage, you should begin the registration procedure. If the guest arrived through a tour operator, then he presents a voucher (developed by the tour operator), filled out by the travel agency and certified by a seal, and a ticket. These documents contain enough information necessary to issue your own receipt - Strict Reporting Form. One copy of the receipt is given to the guest, one copy remains with the owner. Based on this receipt, the owner makes a later entry in his income book. If the guest arrived on his own, the owner asks him to present documents and issues a receipt (BSO), indicating the necessary information. A clear written agreement included in the binding relationship between the guest house and the tourist will significantly facilitate future relations. Next, the owner introduces the guest and his group to the guest house, the rules of residence, fire safety requirements, shows where the keys, trash can, etc. are located. It is also recommended to inform guests about local conditions, traffic schedules regular buses, natural objects, cultural and other events.

What is meant by the ability to treat guests attentively and kindly?

The ability to be a flexible Host and quickly make changes to the equipment of the house depending on the composition of the group of guests (install a child’s bed, make ramps for moving a wheelchair, install or remove sleeping places, provide skewers, etc.)

Having an agreement with other villagers to provide additional services to their guests, if these services are not provided centrally

Ability to resolve conflict situations (search for and find the cause of trouble in oneself)

Maintaining a joyful atmosphere in your guest house.

Attention to the slightest request of guests (change a towel once again, dry laundry soaked by a child, make a phone call, etc.)

Ability to take into account any comments made by guests

Striving to improve the quality of services

Accommodation.

Temporary accommodation is the main service provided by all guest houses. Comfort and convenience are the main criteria for the quality of services in the field of rural tourism. Guest rooms and other residential and utility rooms must be kept clean and free of unpleasant odors. If it is not up to the owner of the guest house to eliminate external and internal sources of noise and odor, then guests should be warned about this. IN summer time Windows and vents must have insect screens. Be sure to warn the guest that smoking is prohibited in the guest house. It is advisable to have internal rules for using the guest house (Appendix No. 1), drawn up by the owner.

Nutrition.

For self-cooking, guests are provided with an equipped kitchen. The kitchen must be impeccably clean and necessary equipment(kitchen furniture, refrigerator, cabinet for storing food and dishes, electrical appliances). Cooking by the homeowner is not a rental or short-term accommodation service.

Resolution of conflicts and controversial issues.

In any business, conflict or near-conflict situations may arise. Tourists are, first of all, consumers who pay to have a pleasant, interesting, most comfortable and tireless pastime. Near-conflict situations are generated by a significant difference between the expectations of the tourist and his specific impressions received from the trip and accommodation. For example, the cost of guest house services seemed overpriced to the tourist in the absence of the necessary household sanitary and hygienic conditions (no hot water, cold toilet in the yard, etc.). Such situations may arise when the owner receives guests on his own. They do not arise if tourists come from an experienced tour operator or travel agent, who warn the tourist in advance about all the nuances of the guest house. Conflict situations are associated with so-called “difficult” clients, which include overly demanding guests. But the practice of receiving guests in “green houses” in Altai shows that such situations happen very rarely, because the owners of “green houses” treat guests attentively and hospitably.

Guest house owners need to remember that their economy is not a separate entity of the tourism industry. It, like any other hotel, is in close cooperation with the tour operator and travel agent, who are also responsible for their obligations. Maintaining the reputation of a good and reliable partner is the key to the further prosperity of the guest house owner’s business.

Additional guest house services.

The standard set of services in rural guest houses usually includes only accommodation. To attract tourists on the territory of the Altai Republic, a basic set of guest house services has been adopted, the provision of which by the owner is mandatory: accommodation, provision of an equipped kitchen, provision of a bathhouse once (if paid for at least three days of stay), car parking on the territory of the personal plot, greenery from the garden. All these services are included in the price of your stay. The remaining paid services are considered additional, which are necessary to increase competitiveness. The composition of additional services is determined by the owner independently, depending on the demand from the client. It is recommended to use such services as “Firing a bathhouse with the provision of a broom”, “Horse riding”, “Sale of farm products”, “Transport services in the owner’s own car (car rental)”, “Use of firewood for cooking barbecue and fireplace” , “Providing a telephone for long-distance calls”, “Placing a guest’s car in the home owner’s garage”, “Accepting dogs (pets)”.

Pricing and mutual settlements.

Prices for guest house services are divided into retail (final for the client) and wholesale (for intermediate links).

Retail prices

If a tourist contacts the owner of the guest house directly, the retail price may fluctuate depending on their agreement.

Retail prices must remain consistent at any point of sale if tourists are attracted through travel agents or tour operators. In other words, if the client arrived through intermediaries (from travel agencies, from a tour operator), he should receive the same price information as he received from the intermediaries. In this case, contractual terms are observed and business partners are not “set up.” This is the main condition for all participants in the chain. Subject to the agreement to maintain a single price for the services of the guest house, the flow of tourists is not cut off, since they are systematically dealt with in the cities.

Bulk prices(net prices) for guest house services are billed to tour operators and travel agents who include guest house services in their tourism product. Since it is these partners who are engaged in expensive advertising, they must have income when selling accommodation in guest houses that covers their expenses. This income is called tourism agency fee or commission. This is usually 10% of the placement price. Wholesale prices fluctuate depending on the season, on the partner’s contribution to advertising rural tourism, and on sales volume. If the owner of the property has established a strong business relationship with a travel agency that does not forget him and constantly sends clients, then it is possible to increase the reward from 12% to 30%.

This approach is most appropriate: the owner of the guest house develops flexible retail prices for different seasons and includes an intermediary commission, which can be 10 - 30%. These prices are then offered to different firms. In this case, the owner will not get confused, and all his guests will receive the same information from him.

Important: if the owner of a guest house tells guests that he is ready to accept them at a lower cost next time if they come directly, then he is depriving his partners of income, who will eventually find out about this and stop working with him.

Therefore, each guest house owner must decide for himself how he will attract tourists: through intermediary partners or carry out independent advertising activities. A choice needs to be made here. If both types of work are used, then one must firmly fulfill one’s obligations to partners.

As long as the owner of the house is an entrepreneur who does not have a safety certificate for tourist accommodation, he does not have the legal right to advertise his services. Travel agencies that care about their reputation will not enter into contracts with such an entrepreneur, since in this case the safety of tourists is not ensured and, as a result, if an accident occurs with the client, the company that sent the tourist to such a vacation spot will be responsible.

Mutual settlements are made as follows:

If a tourist has paid for a trip at a city travel agency, then the tour operator receives money at the cash desk or to his bank account by depositing or transferring Money and also pays the owner.
If a tourist comes directly to the owner of the guest house, then the owner is obliged to transfer the due portion of the income to the tour operator.

The basic principle is that payment occurs at the beginning of the tourists’ vacation. The owner should take into account that the money received finally becomes earned after the tourist’s departure, if his vacation ended successfully. If the vacation is long, then it is better to take payment in installments. Payment for additional services of the guest house remains entirely at the disposal of the owner of the property; the organizer is not responsible for their quality. This circumstance must be specified in the agreement between the guest house and the tour operator.

Pricing issues are complex and controversial. Therefore, they must be completely clear for both parties. There is a law in economics: whoever earns more bears greater responsibility. When hosting guests through a tour operator, the owner's share is usually much larger than the tour operator's share. Therefore, if a tourist files a complaint (a complaint about service with a demand to compensate for damage), the owner of the guest house will reimburse a large share.

Hotel promotion is one of the most important processes in the life of your hotel, which you should pay close attention to. It is quite difficult to penetrate the market in the conditions of modern competition, but even after occupying a certain niche, you should not relax. Your hotel must sell itself all the time, in any way accessible ways: advertising, personal contacts with partners, promotions, loyalty programs, Internet resources, etc. And in this chapter we will dwell in detail on the main methods of successful sales and promotion of a hotel.

The complex of communications for hotel promotion includes four main elements:

Personal selling;

Sales promotion;

Personal selling refers to the direct contact of a company representative with one or more potential buyers for the purpose of presenting a tourism product and making a sale.

Personal (personal) selling widespread in tourism. Almost all employees of the company act as salespeople. Contacts with clients are established by telephone, by mail and in person. Personal selling can be viewed in two ways. On the one hand, it is used to establish planned relationships with consumers. On the other hand, this is the direct implementation of household operations. The latter approach allows us to consider personal selling as one of the forms of direct marketing of a tourism product (direct marketing).

The process of personal selling is quite complex, since during it it is necessary:

Negotiate (which requires, first of all, the ability to persuade, respond reasonably to raised objections, and skillfully use expressive means of oral speech);

Establish a relationship (to do this, you need to know how to accept a client, make contact, approach the matter correctly, carefully monitor the development of the relationship and complete the sale at the exact moment when it is needed);

Satisfy the need (this means grasping, understanding the client’s motivations for purchasing a tourism product, i.e. finding the key elements of the client’s interest, sharing his concerns, listening carefully to complaints or criticism).

Sales promotion as an element of a communications complex, it is a system of incentive measures and techniques designed to enhance the response of the target audience to various events within the framework of the marketing strategy of a tourism enterprise in general and its communication strategy in particular. Sales promotion is a means of short-term influence on the market.

Peculiarities hotel business oblige us to periodically resort to such techniques in order to maintain interest in the hotel and its services.

Stimulating trade intermediaries has the following goals: encouraging the introduction of new tourism services into the objects of their trading activities; greatest coverage by the distribution system; minimizing competitors' sales promotion efforts; formation of commitment to the company among representatives of retail enterprises.

Specific tools for stimulating resellers are:

Establishment of a progressive commission for the sale of services above the established quota;

Increasing the size of the discount on services during the off-season period in case of guarantees from intermediaries of an increase in the volume of off-season tourism;

Presentation of representative gifts and souvenirs to representatives of intermediary companies;

Providing discounts on group trips in case of increased sales volumes;

Providing special discounts, for example, stimulating the sale of new services;

Trading competitions with the goal of increasing (even by a short time) interest of intermediaries in the sale of hotel services. The winners of the competition are awarded valuable prizes.

Sales promotion activities aimed at customers most often pursue the following goals: encouraging more intensive consumption of services; encouraging tourists to purchase products that they have not previously used; pushing consumers to purchase; encouraging regular customers; reduction of temporary (for example, seasonal) fluctuations in demand; Attraction of new clients. When setting goals, it is necessary to take into account the likely responses of competitors. This is where competent hotel management will be very useful to you.

To achieve the goals of stimulating clients, a variety of tools are used, which can be combined into several groups.

1. Price discounts are one of the frequently used techniques. They, in turn, are divided into the following types:

Discounts from announced prices for tourist services and trips in the event advance reservation on time;

Seasonal sales discounts;

Bonus discounts provided to regular customers.

2. Coupons, which are a kind of certificates that give the owner the right to a discount when purchasing tourist services. A variety of methods can be used to distribute coupons: direct offer by company employees, mailing, distribution through the press. Quite often, a coupon can be an advertising message published, for example, in a certain newspaper. Coupons can be effective enough to stimulate the consumption of new products, as well as in solving the problem of deeper penetration of the company into certain market segments. In addition, this method of sales promotion allows, in certain situations, to identify the effectiveness

3. Competitions, games, lotteries and quizzes are a fairly effective way to encourage the consumption of tourism services and attract new clientele. Such events can be used to stimulate the consumption of various products intended for different market segments, but they are particularly successful among young people and people of the third (older) age. They imply the availability of certain prizes, both for the winners and for all other participants.

4. Package offers. By purchasing accommodation for several days at once, the guest receives as a gift the opportunity of early check-in or late check-out, or a free dinner in a restaurant, etc.

Public relations(otherwise - public relations, from the English. Public relations, PR) is an activity aimed at creating and maintaining favorable relations and mutual understanding between it and the tourism enterprise.

Public relations work is aimed at studying the emerging public opinion and forming a friendly attitude towards the hotel enterprise and its activities on the part of target audiences and the general public. Propaganda can be carried out in several directions, the most important of which are:

Organization of relations with the media;

Contacts with target audiences;

Establishing relations with government authorities and management.

To achieve its goals, propaganda uses a variety of means and techniques.

The main techniques for establishing relations with the media are:

Press releases and information packages;

Organization of press conferences and briefings;

Information trips for journalists;

Interview;

Personal contacts.

In most cases, on behalf of hotel company The person responsible for relations with the press enters into relations with the media. It performs four main functions:

1. Provides materials to the media.

2. Responds to press inquiries.

3. Provides comprehensive information services.

4. Monitors press, radio, and television reports, evaluates their results, and takes measures to refute the information.

Non-personal character. The communication signal reaches a potential client not personally from a company employee, but through an intermediary (mass media, prospectuses, catalogues, posters, etc.);

Complexity. The impression that a tourist has after consuming the service is influenced by many factors, even such as the behavior of the maid, waiter, and administrator.

Catchy and persuasive. The specifics of tourism services necessitate the use of visual aids that provide the most complete picture of the hotel facility.

Intangibility or immaterial nature. A hotel service cannot be demonstrated, seen, tasted or examined prior to receipt. The buyer is forced to take the seller's word for it. The seller can only describe the benefits that the buyer will receive after providing the service, and the services themselves can only be evaluated after they have been completed.

The end users of the service are not residents of the locality/country

All these features impose some restrictions and requirements for advertising. hotel services. One of the main requirements for advertising is its truthfulness.

Unfortunately, the “golden” rule of business “don’t promise the client what you cannot deliver” is violated by many tourism enterprises. Moreover, quite often this happens unconsciously, when with the best intentions they try to attract a client by any means and techniques. Subsequently, it turns out that the company is unable to fulfill its promises, and this negatively affects the image of the enterprise and client satisfaction with its work.

Booklets with information about your hotel and additional information. services, coordinates

Discount cards and frequent visitor cards

Souvenirs with hotel symbols

Hygienic products with hotel logos

Compliments (hotel branded chocolate, sweets, etc.)

Information sheets, folders in rooms and at reception

Road signs

External advertising– advertising that informs all potential consumers about your service, regardless of the buyer’s location (other city/country). The main task is to identify interest in your service and encourage a desire to use it.

Banners and pages on travel portals and partner websites

Booklets and leaflets distributed at exhibitions, meetings, conferences, presentations, etc.

Branded products

Discount cards and regular guest cards

I would like to go into more detail on some types of advertising.

Paper products– one of the important elements of attracting potential buyers, which is why you should not skimp on it.

Here's what you should pay attention to when making printed products.

Extravagant statements, poor design, sloppy illustrations, low-quality printing on poor paper can cause a potential buyer to have the opposite reaction - not to buy, but, on the contrary, to refuse to buy.

Print advertising is a kind of business card, by which clients judge the company. This is especially true for booklets, prospectuses and catalogues. They relate rather to advertising materials of a prestigious nature, for which there is an extremely simple rule: they either must be executed with a very high quality, or are not issued at all. Prestige advertising that looks worse than its competitors can cause more damage than its absence.

Printed promotional materials are widely used during business meetings and commercial negotiations, distributed at exhibitions, fairs, seminars, presentations, mailed to potential clients, and also given to visitors of a tourism enterprise.

Electronic representation of the hotel (website)

Now let's take a closer look at the issue of creating a website for your hotel.

You and I have already said more than once that in conditions modern market and the ever-increasing role of the Internet as a source of not only information, but also a means of buying and selling services and goods, not a single hotel can do without electronic representation.

That is why we will dwell in more detail on the rules for creating your own website.

To begin with, pay attention to what functions the site can and should perform.

The hotel’s business card, a brand promotion tool, performs PR functions

Hotel booking / sales tool

Marketing Research Tool

Tool for interacting with clients (forum, feedback)

Based on these functions, you should think over your site in such a way as to combine all these functions into a single whole, without overloading it with information.

We will leave the technical issues of creating a website to professionals, since specialists should create and promote a website. But your task, as the owner and manager, is to provide the “stuffing” and design ideas that you want to implement on the site.

Therefore, to better understand what needs to be taken into account to make a website interesting, functional and attractive, I want to offer some tips.

Information part of the site. Try not to overload the pages with text information and graphics. Information should be presented in detail, but not tire you with its volume. It is very important to check all texts for spelling errors! Nothing ruins the experience more than misspelled words. The text must be artistic. You can use the services of writers and journalists to write texts for the site. At the same time, it should be a “selling” text, unobtrusively and competently presenting information to potential buyers.

Remember that text content is indexed by search engines, so try to use keywords!

What must be indicated on the website:

About the hotel - general description, history, features, positioning, geographical location,

Description of rooms with photographs,

Prices for different room categories,

Services provided by the hotel (room service, transfer, ticket delivery, etc.), prices for services, about special offers- description and prices for specials. offers (weekend rates, long stay discounts, honeymoon packages, etc.)

About the restaurant (if any) - description of the restaurant, cuisine features, excerpts from the menu and bar map,

Full contact information.

Illustrations. Photos. You must understand that the first thing a website visitor notices is the photo. Then comes the price, then the booking decision. And if the photos attracted him and the price suited him, he books your hotel. That is why special attention should be paid to photographing the hotel! Please note - it is the photographs that create the image, attract and entice you to stay at this particular hotel. The main function of photography is to set the mood, show the highlight, and not squeeze all the interior items into one frame. The mistake of many hotels is their reluctance to conduct photo shoots. Amateur photographs of empty rooms, with a crooked perspective and overexposed details, will not make your hotel more attractive. And high-quality photographs will be useful not only on the website, but also in print advertising and on television.

Site design. Website design is the first thing that catches the visitor’s eye and immediately creates a certain mood.

Using different templates, you can make your website chic and respectable, immediately making it clear what category of guests the hotel is designed for. By using sunny bright colors, emphasize the youth orientation of your hotel. Calm design in warm colors can give the site and hotel an atmosphere of home comfort. Therefore, it is important to think in advance about exactly what mood you want to convey through the website design and what category of visitors to attract.

In addition, the site must be functional. The visitor should intuitively understand which page he needs to go to in order to book a room or get the necessary information.

Do not overload the site with animation and special effects; constant flickering on the screen creates a negative impression

Creation of a multilingual website. Hotel websites have a number of their own features, and multilingualism is one of them. Your website must be translated into at least one language - English (recognized as an official second language in most countries of the world) if you want to attract foreign customers. Translation should be entrusted to professionals to avoid ugly, incorrectly constructed phrases. You can contact any translation agency, where they will translate your text and edit it with a native speaker. Then you will be confident in the literacy of your site.

Make your site interactive.

Create a list of frequently asked questions. This will give you a positive image and motivate visitors to bookmark and return to your page later.

Use the “request information” or “ask a question” form. If a visitor has a question, he can send it to you through a similar form. But it is important to respond quickly to such messages, otherwise you will earn a negative image. And you will lose clients.

Hold competitions on the site. Such events tell visitors: these people not only do business, but also enjoy their work.

Virtual tours. This is a good opportunity to show clients all the delights of the hotel practically live. This is an opportunity to walk around the room, go into the restaurant, see all the details and the smallest details.

Guest book and Forum. Use these tools to communicate with clients and partners. Also, positive reviews and discussions encourage potential customers to choose your hotel.

Use Skype or similar online voice and video sharing services.

Create a representative page for your hotel in in social networks. Don't underestimate the importance of these networks in modern world. The exchange of experiences and impressions among clients in such networks is very high.

Booking via website. To do this, you need to create a special booking module on the website. You can create it yourself or use the services of one of the companies that provide online booking. (In the second case, such companies provide you with a booking module for the period specified when concluding the contract.) The main requirement for such modules is simplicity and accessibility. If there are too many steps, the visitor will quickly lose patience, and you will lose the client. Therefore, before choosing a module, it is worth testing it well.

Use your website for information. This is the lowest-cost way to study the market and consumer preferences. On the site you can conduct surveys to identify consumer reactions to various information.

Do not reveal important secrets on the site. Competitors visit your site too! Remember this.

Update your site at least twice a month. Abandoned sites with irrelevant information immediately repel visitors. And wishing a Happy New Year in May, at least, looks ridiculous.

Promote your site. Register it in the main search sites and thematic directories of the Internet. Use key search words. Share your URL. Hire a specialist who will monitor the operation of the site and promote it.

A few words about promotion.

registration in search engines and ratings, exchange of links, entering keywords (travel, tourism, tour, etc.) into the text and title, placing paid links on popular Web servers, indicating the email address and website in all advertising messages, letters, business cards, etc.

Registration of a site in Internet search engines allows you to use

their databases to provide information to the user. You can increase website traffic by using banner advertising on other websites. A banner is an advertising poster on the Internet, usually sized 468x60 and 100x100 pixels, which contains

call to visit the site. The cost of such advertising may depend on the duration of the banner placement or be calculated as a price per 1000 banner impressions. On some sites it is possible to place a banner with payment based on the number of clicks on it.

For a tourism enterprise, the most obvious is to place banners on specialized sites or sites that have a tourism section. As a rule, it is easier to interest a visitor to a tourism site rather than an entertainment site. On leading travel portals, it is also possible to place banner advertising in a targeted manner (for example, in a section for a specific country or type of tour). Such advertising is expensive, but is always aimed at a clearly defined target audience.

I cannot ignore another significant event in modern tourist life and say a few words about exhibition activities.

Exhibition events occupy a special place in the arsenal of modern tourism marketing tools. They provide the tourist enterprise great opportunities simultaneous dissemination and receipt of a wide range of economic, organizational, technical and commercial information at a relatively affordable cost. Participation in exhibitions and fairs is an effective and powerful means of developing marketing communications

tourism enterprises. Having long ago become an independent direction

communication activities, participation in exhibitions and fairs is a combination of such basic elements of the marketing communications complex as advertising, public relations, personal selling (stand staff work), promotion

sales (distribution of souvenirs, discounts, etc.).

Exhibition and fair events allow you to:

Demonstrate capabilities to potential clients

travel to a particular country (region);

Draw attention to the proposed tourism products;

Expand view foreign tourists about the country (region),

inform them about tourism policies and measures,

aimed at ensuring sustainable development of tourism

in the country (region);

Establish contacts with representatives of tourism administrations

and enterprises, conclude cooperation agreements and

sales;

Establish contacts with representatives of the media,

take advantage of the opportunity to expand

tourists' perceptions of tourism potential countries

(region);

Study best practices in organizing tourism and its advertising;

Analyze the offers of competing tourist

destinations offering tourism products with similar

characteristics similar to those of the interested

country (region);

Determine the existing demand for the proposed trips by

in this direction, make a forecast of demand development;

Obtain information about the state of the tourism market.

But you cannot come to the exhibition without preparation, otherwise you will not receive any benefits and will only waste your money and time. Companies that regularly participate in exhibitions often begin preparing for them at least six months in advance, or even more. Participation in exhibitions can pursue various goals:

Presentation of the company and its products;

Study of sales markets;

Search for new markets;

Selection and training of personnel (commercial, service, stand staff, translators);

Selecting a possible intermediary (agent) providing services to ensure participation in the exhibition;

Determining the size of the required exhibition space and the volume of various material and financial resources;

Development of a thematic plan for the exposition (exhibition stand);

Inviting partners to visit the stand, scheduling meetings and round tables.

Based on the results of the exhibition, it is necessary to sum up the results that will show the degree of effectiveness of participation in this exhibition. Unfortunately, there is no method for measuring results that would apply to all cases of participation and, moreover,

would enjoy universal recognition. It is only possible to determine the degree to which each participation goal has been achieved separately. An unsatisfactory degree of achievement of goals should not be a reason for disappointment, but launching pad for an in-depth study of the causes and conditions that caused it.

The largest international tourism exhibitions and exchanges

are:

International Tourist Exchange in Berlin (International

Tourismus Borse - ITB);

International Tourism Exhibition and Exchange in Madrid (FITUR);

World Travel Exhibition in London (World Travel

Market - WTM);

International Tourist Exchange in Milan;

International exhibition "Travel and Tourism" in Moscow

Large hotels, just like small mini-hotels and private guest houses, need high-quality advertising. It is thanks to advertising that you can find out that a hotel has been opened in a particular place, offering its visitors quality service and comfortable stay. It is very difficult to promote a hotel from scratch, because people are afraid to go to hotels where no one has ever stayed before and about which there are no reviews yet. But if you organize a high-quality advertising campaign and approach hotel promotion wisely, you can promote the hotel quite quickly.

However, not all types of advertising are suitable for advertising a hotel. For example, advertising on television or radio does not bring a large influx of visitors. On radio and television you can only tell that such a hotel exists, give people the opportunity to remember its name, but you are unlikely to be able to reveal all its characteristics and advantages. The most suitable option for this option is advertising on billboards, in print media and on the Internet.

Print advertising for a hotel

For hotels, advertising booklets, brochures, and leaflets must be printed, which will present the most interesting information about the hotel. Such booklets must contain colorful photographs, descriptions of the rooms, surrounding area, and hotel service. Also, advertising brochures should indicate prices for economy class rooms, as well as for the most expensive VIP rooms. Printed products can be provided at various conferences, advertising forums and meetings with representatives of travel agencies and within the travel agencies themselves.

Online advertising of hotel business

The largest field for advertising activities is on the Internet. Recently, travel and tourist forums and websites with descriptions of all hotels have become very popular. The best advertising is positive reviews about the hotel on the Internet. Knowledgeable travelers can always distinguish customized advertising reviews from those written by real people. The more positive reviews from real people the hotel will score, the more popular it will be. Moreover, these reviews should be not only on the hotel’s business card website itself, but also on authoritative forums and portals that visitors trust.

It is necessary to provide convenient services for customers, for example, the ability to make online bookings. You can also organize an SMS newsletter for those clients who have already been to your hotel, as well as organize a flexible system of discounts for them. A separate point of the advertising campaign should be SEO promotion in search engines, as well as the creation of a creative website dedicated not only to the hotel itself, but also interesting notes travelers and useful subtleties of tourism.

How to advertise a hostel in Moscow

The newfangled concept of “hostel” is no longer alien to guests of the capital. Not everyone can afford a respectable room in the Metropol, and with the development of domestic tourism, affordable and cozy rooms for large companies are becoming more and more popular. It is best to place outdoor advertising for hostels at the entrance to the airport or. Advertising should not consist of lengthy descriptions of the service and photographs from the photo bank. A suitable design option would be a Moscow address, telephone number, website address, slogan, average price per person and photo of the interior.

Country hotel advertisement

a separate type of hotels - country hotels in the Moscow region. In difficult stressful periods, instead of vacation, middle managers prefer to vacation not abroad, but in country hotels, in fact, analogues of your own dacha. But if the house and plot need to be prepared for the dacha season, then health centers in the Moscow region operate almost all year round.

It is best to place advertising on the highways and directly in the cities of the nearest Moscow region. The shields must be "in the field" to operate most effectively during evening rush hours, when a tired driver is more likely to believe in the need for a short break at your hotel.

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