Ways Retargeting Can Benefit the Hospitality Industry
The hospitality industry is among the most competitive when it comes to making the final sale. To stand out among the plethora of other hotels, restaurants, transportation services, and more, your company needs to find smarter ways to get consumers to convert.
That’s easier said than done, considering that only about 4 percent of consumers convert on hospitality websites. The average conversion rate for hotels specifically is even lower, at around 2.2 percent. If you want to improve your conversions, consider retargeting.
Retargeting is a marketing tactic that capitalizes on consumers’ proven interest by targeting ads to those who have already visited your website. This is typically done through the use of a pixel installed on your website, which leaves cookies on the user’s browser that can later be used to target ads.
The different types of retargeting are:
- Direct Retargeting: Uses the aforementioned pixel on your website to target ads online and on social media platforms.
- Email Retargeting: Uses secured emails (like those obtained from users on your website) to send email ads encouraging consumers to come back and convert.
This is so useful for the hospitality industry because so many users fail to convert initially. This is often due to price, planning, and overwhelming choices. Keeping your business at the top of a consumer’s mind after they’ve already considered booking with you is a great way to get them to finally take the step in finalizing their plans, and to do so with you.
Fight cart abandonment by reminding customers through email retargeting that they shouldn’t miss out on checking out and securing their booking with you. Prove to consumers why they should come back. Sweeten the deal and consider offering promotions or framing discounts within limited timeframes to help bring consumers back.
Retargeted display ads have been shown to have a 76-percent stronger click-through-rate than standard display ads. The potential is there, and in an industry like yours, you can’t afford to forego retargeting.
Is your business in need of a new marketing strategy? Kraus Marketing’s team of expert copywriters, designers, and digital specialists can help push your brand forward. Contact us today to learn more.