For many hotels it is common practice to pay referral services in order to get bookings. The room is booked and a commission to whatever service you use is paid – the cycle begins again.
The ideal scenario for a property or hotel is to get a direct booking. That’s easier said than done when all of your investment is short-term. But, let’s say you take a moment to start thinking in the long-term. That with a shift in thinking you can take your website from a brochure to a destination with increased direct bookings.
A small, family-owned, boutique hotel we’ve been working with for 5 years has seen their direct bookings increase and have dominated a competitive hospitality market in New York City since shifting a focus to building out content to their website. Content being anything on your website – that you own – that anyone searching on the Internet can find whether that’s a blog, a video, a landing page, a podcast, a guide, etc. that the person searching has interest in clicking on.
Instead of the direct pay-per-performance of using booking services that pay for traffic and send the bookings your way, your website becomes a destination when you begin investing in building long-term assets that produce year after year. Content lives on.
Primal Storytelling has a 3-part formula: Tribe + Primal Urges and Emotions + Story = Primal Story.
Watch parts 2, 3, and 4 to learn more about applying this idea to your property or hotel.
