How to Increase Your Hospitality Advertising ROI

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Many hotels, airlines, and other hospitality companies are still reeling in the wake of the pandemic. At this point, we don’t know what form the recovery will take or how long it will be until it is complete. So it’s critical to focus on increasing revenue while also maximizing your return on every dollar. You can do that by adding (or optimizing) retargeting as part of your hospitality advertising strategy.

How Does Retargeting Maximize Your Hospitality Advertising ROI?
Retargeting ads are served to your past website visitors based on their previous behavior on your website. The primary benefit of retargeting is that it gives you another opportunity to convert visitors who left your site without making a purchase.

The fact that they visited your website tells you two things. First of all, they’re probably considering a hospitality-related purchase (a flight, a room, etc.). And, second, they likely have a positive perception of your belgium telemarketing data brand. (Of course, this isn’t always the case, and we’ll talk about how to increase the likelihood that you reach the right people later in the article when we talk about best practices.)

But that isn’t the only advantage of retargeting campaigns. They also lead to:

Increased Brand Favorability
Studies on the efficacy of display advertising show that brand favorability increases as a consumer continues to see your ad—even if they don’t remember it!

According to Dr. Robert Cialdini, Professor Emeritus of Psychology and Marketing at Arizona State University, “research showed that individuals who were shown banner ads as much as 20 times while they were reading a piece of content online then became more favorable to the ad product—even though they never remembered seeing the banner ad.”

Increased Website Traffic and Conversions
A study conducted by researchers at the Wharton School found that display ad campaigns in general (i.e., not retargeting campaigns) increase site visits by 17 percent. And a Haas School of Business study that investigated the effects of retargeting campaigns found that retargeted ads lead to an increase in return traffic of 14.6 percent.

The same Wharton School study mentioned previously found that display campaigns increased conversions by 18 percent.

Increased Direct Sales
Remarketing offers an opportunity to compete with OTAs to increase direct sales by leveraging your data to serve relevant ads to potential customers. That’s partly thanks to capitalizing on the benefits above with website visitors who come to your site before an OTA and partly because any additional traffic you receive thanks to your listing will be more likely to make a direct purchase thanks to your retargeting efforts.

How to Retarget Your Website Visitors with Hospitality Ads
There are several platforms on which to retarget your visitors (e.g., Facebook, Instagram, or the Google Display Network).

Display Retargeting. These are the banner ads you’re used to seeing follow you around the web. You can run display retargeting campaigns on the Google Display Network, with a programmatic advertising platform like Choozle, or a retargeting platform like LeadPost.
Paid Social Retargeting. Most social media platforms offer some form of retargeting with a self-serve option so you can buy and manage your ads. Or, with a remarketing platform, you can manage Facebook retargeting campaigns from the same place you manage your display retargeting campaigns.
Paid Search Retargeting. Paid search retargeting enables you to target visitors to your website (or to specific pages of your website) with relevant ad copy and adjust your bids based on their website behavior. Google and Bing both offer this option.
YouTube Retargeting. If you have a great video or series of videos, you can use YouTube retargeting to serve those videos to your website visitors when they’re watching YouTube content.
Native Retargeting. Native ads are designed to match the look and feel of the website they’re hosted on. You’ve probably seen (and clicked) many of these ads without realizing it. For example, if you’re reading an article with other recommended articles in or around it, those articles are usually mixed in with sponsored content.
Email Retargeting. Email retargeting wasn’t possible until recently, when website identification software made it possible to capture the information of people who visit your website without converting. Now you can send email (and direct mail) to people who visit your website even if they don’t fill out a form.
Best Practices for Hospitality Advertising
While hospitality marketing is its own animal, some best practices apply regardless of the industry. Follow these guidelines to maximize the impact of your retargeting campaigns.