Today’s article doesn’t primarily revolve around Hotel Giardino Ascona and its brand proposition. Instead, it contains crucial information that may be particularly relevant to younger generations of travellers. I wanted to share this content with you, and I hope you find it informative and enjoyable.
A strong online presence is essential for any business to thrive in today’s fast-paced digital economy, and 5-star hotels are no exception. Hotels must be visible on numerous channels to engage and interact with their guests in the age of social media and internet booking tools. This is especially important when trying to attract younger generations, who are known for their technological prowess and dependency on the internet.
Participating in internet communities such as Instagram, TripAdvisor, and online travel agencies such as Booking.com and Expedia allows 5-star hotels to reach more potential customers and better tailor their marketing to their tastes. A strong online presence across several platforms is critical for 5-star hotels looking to stay ahead of the competition and attract a younger audience, whether through visually-driven content on Instagram or competitive pricing on online travel agencies.
Here’s how platforms have influenced my own search behaviour and customer journey:
I can only speak from personal experience when I say that my behaviours have shifted dramatically while looking for a place to stay or visit. Most of you can relate when you were growing up, your parents made all the important travel decisions, including where to stay, which country to visit, and so on. Perhaps it’s because of my job, but my friends and family continually want my advice when choosing a luxury hotel these days. Of course, if something goes wrong, I’ll get my fair share of the blame and criticism for why things didn’t work out. But, I suppose, this is the flip side of the coin.
Anyway, as I’ve gotten older, Instagram has become my primary source of search results, and I agree that travel influencers have a significant impact on how I perceive a trip or whether I visit that destination at all. I’m not going to pretend I haven’t been in a position where something looked wonderful on paper or in a preview but fell flat in reality. To provide one specific example, the Palads cinema in Copenhagen is incredibly colourful. It looked stunning on Instagram on the travel account I follow, at least the snapshot that was taken.
I was a little unimpressed as I stood in front of it. The viewpoint of the photo piqued my interest in learning more about the structure, but while I was there, it wasn’t anything spectacular. Still, I’m glad I saw it and formed my own opinion of it. Knowing that this has not much to do with the Hotel Giardino Ascona, but this only goes to show how important it is that your online content aligns with the expectations of the person, hence potential customer.
Here are the pictures I was talking about to visualise it for you:
Continuing, before deciding on a place to stay, I research it online (Google Search, Booking.com) to ensure it meets my standards. Once I’ve found the hotel, in this case a 5-star hotel, I go to their official website and book a room using their built-in booking system.
You may be wondering why I don’t just use Booking.com to complete my reservation rather than spending time being transferred to their website. This, however, will not be obvious until the blog article is completed…
Let’s take a closer look at which major outlets can be useful in marketing a luxury hotel:
Again, geographic location, travel interests, and search behaviour may determine which site a younger audience uses to find a 5-star hotel. However, according to industry data and customer surveys, there are a few sites that younger travellers prefer when looking for and booking hotels.
TripAdvisor: This is a go-to platform for many younger travellers when searching for hotels. The platform provides detailed reviews, ratings, and photos from other travellers, as well as the ability to compare prices and book directly on the platform.
Google Search: Younger travellers often use Google Search for hotels, especially when they have a specific location or hotel in mind. Google Search results provide valuable information such as hotel website links, photos, reviews, and ratings.
Instagram: It’s no secret that Instagram is a highly visual platform that appeals to younger travellers, and many 5-star hotels use Instagram to showcase their amenities, services, and experiences. Younger travellers may use Instagram to discover new hotels, research hotels they are considering, and even book directly through Instagram’s booking features. Mostly Instagram leads you directly to their website.
Booking.com / Expedia: It is a popular platform among younger travellers due to its user-friendly interface, competitive pricing, and wide payment upon arrival, which may appeal to younger travellers who value flexibility or do last minute bookings and pay directly.
To summarise today’s blog post, 5-star hotels, like the Hotel Gardino Ascona, can effectively reach and engage with a younger audience by being present on numerous channels such as social media, search engines, and online travel agents. However, in order to truly succeed in this digital age, hotels must also provide a personalised experience and additional value to the booking guests. Which I believe the Hotel Giardino Ascona is already doing admirably.
As promised, here is my explanation for why I only book directly. First and foremost, because I work in the hotel sector, I am familiar with the mindset. Second, it’s general knowledge that visitors who book directly with a hotel receive preferential treatment and may even receive an upgrade over those who utilise a third-party service like Booking.com or Expedia. There is also an underlying bias toward booking through a third-party rather than directly. Third, if you need to cancel your reservation for any reason, having a direct booking makes the process easier than using a third-party booking engine. Of course, this depends on the hotel’s policies.
However, it’s important that everyone books in the way that’s most convenient for them. I’m not here to change your mind, but hoping to provide you an additional insight.
Now, I’m curious about your search patterns. Alternatively, explain why you chose to book on that specific website, whether it’s directly or through a third-party.
Please share your experience.
Stay tuned for the next blog post!
Below you can find my other blog posts👇
- What is a younger audience looking for in choosing a 5-star Hotel?
- From Chaos to Calm: A Yoga Retreat at Hotel Giardino Ascona on the Shores of Lago Maggiore
-
Rebranding a Hotel: 5 – Reasons on Unlocking its Potential for Increased Revenue and Brand Loyalty
- Harnessing the Power of Influencers to Reach a Wider Target Audience
- Podcast Interview with the Head of Brand & Content Strategy at Giardino Hotels
- Voices Unveiled: Engaging Perspectives in Q&A with Friends
- Take Your Best Buddy with You: Captain Makoki Takes Hotel Giardino Ascona
Very nice insights!
I have been using Booking a lot specially because they offer free cancelation until almost the day of the trip and this is very comfortable. But the fees are usually the same as the hotel, so just this small detail. 🙂
In the end it comes down on how the hotel is using booking.com. Some restrict it more to promote their own website, and others tend to make most out of it. Again, it really depends on how the management is using it. However I’m glad that you use it well and are happy with it.