With each passing month, customers and stakeholders have a duty to review your hotel’s performance metrics for successful online marketing.
- Quality of visitors
- Quality of visitors by channel
- Total number of visits
- Traffic by channel
- Unique visitors
- Unique visitors per channel
- Visits by canal
Yet we’re not just here to pick up the points and go; the Milestone team is here to ensure that your online hotel operations are optimized in terms of performance for online marketing success. So here are the seven fundamental performance metrics with elaboration:
Quality of visitors
Visitor quality is a new metric that has been used by advanced marketers to determine the presence of site visitors who interact with content and who do not. Performance metrics look at concepts like whether potential customers are looking for the hotel for an event, to book, to read, or any other important action-related page.
This metric is measured to determine how relevant the content is on your hotel’s website and whether it matches your target customers’ searches.
Quality of visitors by channel
Further filtering the quality of visitors to your site through their respective communication channels will allow you to discover the origin of the majority of quality visitors. With this, it can be assumed that focusing on this channel will result in higher quality traffic rates that are likely to convert to reserved rooms.
Since Google “Medic” update in 2018, KPIs have shifted to holistic content such as user experience and subject authority. This expanded further with the December 2020 Core Update that crawls sites for valuable content.
Total number of visits
This is a generic performance measure that has been used for years by companies of all sizes and backgrounds because of its simplistic meaning. In fact, you’ll be using the realistic version of this when you look at the total number of guests through your doors versus performance. It tends to give an overview of the aggregated components while demonstrating that the booking site ranked for the positive keywords.
However, the data collected by examining the total views can be skewed with jumps of up to one. 50% increase due to crawlers become stuck. So, don’t assume that every number correlates with a potential new guest.
Traffic by channel
With this, it’s important to understand where the total views are coming from: 5-second spikes in traffic can indicate bots, traffic from non-participating countries can be spam, and traffic from unused social media channels. may suggest positive sharing and a gap in the potential success of online marketing.
While some are positive engagement statistics from your guests and others are negative numbers generated by automated processes, all should be excluded from the monthly performance metrics analysis as they are not representative of your content marketing strategies.
Another type of performance indicator that is important to consider is the number of unique visitors which can be easily determined using a visitor IP address compliant with the session data cookies created on your site. All web pages, even those of a hotelier, will collect data determining whether you see new visitors or repeat customers by counting multiple visits from the same IP address as a single user.
Using this knowledge, it is important to proceed with caution and view the data as trends rather than absolute numbers.
Unique visitors per channel
Through vital experience of prioritizing online marketing success, it was noted that viewing unique visitors should be ranked based on their referring channel.
Finding out where each of your customers has traveled can be a key cog in understanding where improvements can be made, and new avenues can be implemented to create a stronger communication channel between your hotel and your customers.
Here are some of the channels on which we recommend measuring performance metrics:
- general and local SEO
- Organic scope
- Social media
- Direct url
- Paid advertising (search engine, social networks or on-site advertising)
- Emails or newsletters
- Partner or affiliate link
Visits by canal
82% sharing Via online media, just copy and paste the URL of a site across multiple platforms.
And, when you click on those URLs, they create a UTM parameter that adds systematic jargon to the end of a URL. For example: instead of a URL being www.votrehôtel.com it might look more like this:www.yourhotel.com/?xHGhjuyok-jvj.
These indicate to analytical systems the origin of the click. Yet if a hotel website is found via Facebook, then the link (with UTM) is shared via Twitter, any traffic via Twitter will still appear to be derived from Facebook.
These can be cleaned up to create real performance metrics for channel visits by generating custom URLs and UTM parameters in Google. They are essential for representing performance by channel, engagement types by channel, and bookings by channel.
Many SEO specialists will recite the idea that SEO is definitely a marathon rather than a sprint, which is why it is important to look at performance metrics on a monthly basis to assume online marketing success. Otherwise, the data collected only one week after the implementation of a content will not be representative of its current performance.
So try to implement these seven measurable steps performance indicators in your hotel’s online planning and monitoring projects throughout 2021. The most effective method of doing this will be to use online SEM teams such as the Milestone team which provides a designated and personalized approach to ensure that your business sees online marketing success throughout 2021 and beyond.
Contact the team today to see where your business will be in the age of online consumption.