Successful Internet Marketing Can Help Bring Customers To Your Site

June 2005
by Heather Austin, Blizzard Internet Marketing, Inc.

The hotel industry is currently preoccupied with the growing role of internet aggregators like Hotels.com and Expedia. Most hotel marketers once thought that giving up control of inventory to these resources was a short-term fix to a long-term issue; travelers are using the Internet to look for the lowest rate. It is time to reverse this trend and regain control of selling and pricing rooms by driving traffic to the hotels’ own websites.

By using search engine and design optimization techniques, and strategic promotional efforts, hotels can increase bookings through their websites and deter bookings through discounters. Since 1997, Blizzard Internet Marketing, Inc. has been helping lodging properties achieve this goal.

Once your lodging property has a custom-designed website allowing your property to have a professional presence on the Internet, and after search engine optimization techniques have been addressed, it’s time to extend a hotel’s internet presence with search engines and lodging directories.

SEARCH ENGINES

The search engine industry is now consumed by three top dogs; Google, Yahoo and MSN, respectively. Ask Jeeves, also included here, maintains strong search technology, but with a limited market share.

Google is currently the top search engine, indexing nearly eight billion pages on the World Wide Web. It provides primary search results to AOL, Netscape, Earthlink, AT&T, HotBot, and iWon. Results in Google are displayed within their FREE (organic) search engine by scoring each indexed page based on proprietary algorithms (formulas) for keyword relevancy and incoming links. Therefore, a site should have plenty of quality incoming links as well as a highly optimized web site in order to rank well in this search engine.

Using Google AdWords (Google’s paid results) is another way of promoting a web site more effectively. These search results will show the purchased ad at the right of the screen, which creates the idea that if people click on the ad, then they must be looking to buy something. This should create more targeted traffic to a web site.

Yahoo now owns Overture, Alta Vista, FAST and Inktomi, making it a first rate competitor of Google’s. Their primary search results go to All the Web (FAST), Alta Vista and Inktomi’s databases, which then deliver to Looksmart and Lycos. It may be hard to do, but you can still get into Yahoo’s free search results with a free submission, or get fast and guaranteed results by paying $299 per year. For a sponsored listing, use Yahoo’s Search Marketing (formally known as Overture). It’s a tremendous resource that can really drive traffic to a web site.

MSN’s new search engine, unveiled in February 2005, is providing great results. With their name recognition, user-base, and substantial financial status, they will definitely continue to be a big player in the search engine world. In fact, experts predict that we’ll see them introduce another paid sponsor option in the near future.

Ask Jeeves (aka Direct Hit) is known for it’s award-winning technology and highly relevant Internet search results. The company now owns Teoma and is considered a strong player.

LODGING DIRECTORIES

There are literally hundreds of lodging directories in which to advertise. Lodging directories, destination guides and travel resources are frequently visited by consumers searching for lodging. While the price is right for all of the free lodging directories, you will need to enroll in some subscription-based directories for an effective internet marketing plan. Many directories that are listed higher in search engine results generally have greater ease of use for the web surfer, and are promoted more heavily than the free directories. Make sure your lodging property’s web site is listed in several of these if you want to capture any of these potential guests.

Here is a good list to get started with:
www.accommodation.com UK and Canadian hotels
www.allworld-vacation.com Worldwide lodging directory
www.ase.net Accommodation Search Engine
www.bedandbreakfast.com Bed and breakfast directory
www.bbonline.com Bed and breakfast directory
www.choice1.com Worldwide lodging directory
www.citysearch.com US vacation directory
www.cottages.org Vacation lodging directory
www.cruising-america.com Directory of many travel guides
www.dallasadmall.com US lodging guide
www.guests.com US lodging guide
www.holidayjunction.com US lodging guide
www.hotelguide.net Hotel directory
www.hotelinsider.com Travel information resource guide
www.hotelstravel.com Worldwide travel directory
www.innsite.com Worldwide inn and small hotel guide
www.lgww.com Worldwide lodging directory
www.localhotels.com A directory of directories
www.outdoors-411.com Hotel and vacation rental guide
www.roadlodging.com US lodging guide
www.realadventures.com Adventure focused directory
www.resortonline.com US lodging guide
www.resortsandlodges.com Worldwide resort and lodge guide
www.rimstarintl.com Worldwide lodging directory
www.roomsplus.com Worldwide lodging directory
www.seektravel.com Worldwide travel search engine
www.theinnkeeper.com Bed and breakfast guide
www.travelassist.com Worldwide inn and small hotel directory
www.travelsource.com Worldwide lodging guide
www.travelsphere.com Worldwide lodging directory
www.travelxl.com Worldwide travel guide
www.triple1.com US lodging guide
www.usatourism.com US travel guide
www.vacationidea.com Worldwide lodging directory
www.vacationplanneronline.com US Vacation Directory
www.worldweb.com Worldwide travel guide

Blizzard Internet Marketing, Inc. offers complete internet marketing solutions to the hospitality industry and specializes in web site promotion, design and hosting for hotels, resorts, inns, vacation rentals, bed and breakfasts and spas. The company’s focus is on designing websites that perform well in search engines, excel in usability, and facilitate a purchasing action resulting in increased bookings and revenue for their clients. With a staff of 65 employees and a client base of more than 2,500 lodging properties, Blizzard has the expertise and experience necessary to help a hotel achieve a successful internet presence.

Visit www.blizzardinternet.com for more information and to sign up for a free monthly e-mail newsletter that provides web site marketing tips. You may also contact Blizzard at 888-840-5893.