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HubSpot Methodology. Much more than a tool.

To attract potential travelers to your website, you need a good online methodology and a competitive tool to support all your marketing actions.
Picture of Salvador Galindo

Salvador Galindo

Soy consultor de marketing especializado en tecnología y mercados internacionales. Mi enfoque se basa en ofrecer respuestas originales y estratégicas que se adaptan a las necesidades específicas de cada cliente. Con una profunda comprensión de las dinámicas del marketing global, he ayudado a numerosas empresas a aumentar su presencia y competitividad, ofreciendo resultados tangibles y sostenibles.
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However, there is currently a lot of competition in the sector. Experience and travel consumers are spoiled for choice. And for them to select your site, you need to lay the foundations of a good online methodology and have a competitive tool that supports all your actions. Today, you need to know how and where to apply Inbound marketing techniques.

Broadly speaking, Inbound marketing is a methodology that combines a set of marketing actions to transform your website (your window to the online world) into a conversion funnel, in order to motivate your prospects to purchase when they are ready.

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Its philosophy is to create content that your potential customers love, with the integration of digital tools for analysis, measurement and automation as HubSpot’s platform does. And so you can manage costs, increase your marketing reach and ensure that your customers can find your products and services, creating marketing workflows with which to make a profit. Therefore, the Inbound methodology proposed by HubSpot is the solution for your company if you want to:

 Advantages of HubSpot

1. Be found by Internet users.

In the Inbound marketing methodology, the fact that unknown users arrive organically to your website would correspond to the Attraction stage. And how do you attract new visitors?

  • Capturing the attention of consumers with valuable content that generates engagement, through strategies such as blogging and social media and without forcing your products or services.

  • And of course, optimizing your website so that the most qualified traffic feels comfortable browsing and has a good user experience.

To this end, in order to build a website that attracts visitors, HubSpot has reformulated the popular CMS with online marketing and SEO best practices in mind. This platform has integrated a COS (Content Optimization System) tool, with which it is possible to create a website with an easy optimization system, as well as a blog section and a social network management section, with the possibility of monitoring, automating and analyzing traffic.

 

2. That you convert prospects and get customers.

Converting is the fundamental step of this methodology. How you work on conversion will influence the success of your strategies and in obtaining end customers. To do this, it is necessary to:

  • Maintain the interest of your prospects with content that you warn that can satisfy them based on the cookies on your website. Using Lead Nurturing techniques, Lead Qualification, which consists in the segmentation of leads based on their predisposition to purchase.

  • Work on email marketing, to help consolidate those qualified leads, creating personalized messages thanks to automation. And thus be able to shorten the purchase decision process.

To make this process easier for you, HubSpot integrates a software CRM with which you can track the actions of visitors, leads (potential customers) and customers on the web. Also, with Smart Content it is possible to manage and customize content. For example, with the use of intelligent CTA’s and landing pages with adaptive forms; and with the personalization of your website’s home page based on the user’s preferences.

In addition, with marketing automation it is possible to initiate a workflow. Therefore, this platform makes it easy to control specific tasks: generate automatic responses to new leads, inform or send personalized content by email, etc.

 

3. That you build customer loyalty.

The Inbound Methodology uses content marketing as the main strategy for all stages of the traveler. The actual experience of the tourist is as important as the others, since a consumer who is satisfied with the product or service he/she has purchased is the ideal candidate to promote your business, and is also the best person to build loyalty. How?

  • Working smart content through email marketing and social networks, so that your customers know the advantages of loyalty.

  • Helping you with automation to manage all your loyalty program efforts.

4. That you analyze results.

This online marketing methodology is fully adapted to new consumer trends. A profitable methodology, because although its results are not immediate, in the medium term sales opportunities can increase by more than 60%. For this reason, the analysis of results is essential for companies, especially in the tourism sector.

This analysis is intrinsic to all actions implemented from the platform. The statistics and analytics that HubSpot integrates are ideal, as they combine easy-to-track data across different marketing channels, allowing you to modify actions based on the needs of your online business.

 

And with HubSpot, training your employees is easy too. It includes an academic section that not only trains you in the best practices of Inbound marketing and the use of the platform, but also diversifies the academic content according to the needs of the marketing and sales departments of your company. Because HubSpot is much more than a tool. Need more reasons?

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How to improve hotel loyalty with the customer database?

1. The main challenge: your hotel needs more direct bookings

A few years ago, hotels relied heavily on OTAs and tour operators to establish an objective occupancy rate and drive guests to hotels. Until then, hotels enjoyed partnerships with travel agencies and tour operators, and guests enjoyed booking package tours.

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However, over time, trends have been changing and travelers, now and more than ever, are looking to make their own choices and book all elements of their trips on their own. Travelers are not only ready, but also willing to book a hotel directly on your website, as long as the sales conditions are similar to those of the OTAs and the booking can be made as simple as possible.

For hoteliers, direct bookings bring huge benefits. Among them, saving on commissions, improving online marketing strategy, increasing profitability and having total control over customer communication. With such promises of direct bookings, it is no wonder that more and more hotels are now pushing their marketing efforts towards the goal of increasing the number of direct bookings on the hotel website.

2. Gain a competitive advantage

It is clear that an increase in the rate of direct bookings would be beneficial for your hotel. But how to achieve this goal

In order to compete with OTAs and tour operators, your hotel must have a competitive advantage. There are two ways to have it: offering a cheaper deal, or offering more value and increasing customer loyalty. While it may be difficult for your hotel to compete with OTAs on the basis of price, offering a customized offer and establishing a trusted relationship with customers would be the best way to attract travelers.

 The key to adding value to your hotel offer is to know your customer and offer them what they need. Attracting them through the emotional factor is essential, and you must establish a genuine connection with your potential customers, conveying your beliefs so that your guests can relate to them.

When customers observe that a hotel brand really cares about their experience and tries to find the best solution to make their vacation experience unforgettable, it is easier for them to make the decision in favor of booking directly with your hotel.

A common way to add value and personalize communication with your guests is to implement a loyalty program. With a loyalty program implemented in your establishment, you will be able to tailor your messages to the needs of individual customers, understand their preferences and meet their expectations.

customer-database-hotels

3. How can your customer database help?

So, a hotel needs a loyalty program to offer valuable and personalized services to customers, and thus gain a competitive advantage. To shape your loyalty program, you must have a database of your customers with personal information about them. Hoteliers should create a customer database with basic contact information and more elaborate personal information about guests’ preferences and interests.

Acquiring this personal information will give you the ability to tailor your messages to each potential or existing customer, and offer them content, products and services that meet their particular needs. This will undoubtedly surprise them by the degree of personalization and the measures your hotel takes to provide them with the best possible vacation experience. You would be able to establish a lasting relationship with your customers based on trust, thus ensuring the most satisfied customers, who would be happy to promote your hotel brand.

4.

1. The biggest challenge: Your hotel needs more direct bookings

A few years ago, hotels relied heavily on OTAs and tour operators to achieve an objective occupancy rate and bring guests to the hotel. Until then, hotels enjoyed partnerships with travel agents and tour operators, and guests were happy to book package tours.

{{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}

Over time, however, trends have changed, and now more than ever, travelers want to make their own choices and book all elements of their trip themselves. Travelers are not only ready, but willing, to book a hotel directly on your website as long as the terms of sale are similar to those of OTAs and the booking process can be made as simple as possible.

For hoteliers, direct bookings bring huge benefits. These include saving commissions, improving online marketing strategy, increasing profitability, and full control over customer communications. With such promise of direct bookings, it’s no wonder that more and more hotels are focusing their marketing efforts on the goal of increasing the number of direct bookings on the hotel website.

2. Gain a competitive advantage

It’s clear that increasing the direct booking rate would be beneficial to your hotel. But how do you achieve this goal?

To compete with OTAs and tour operators, your hotel must have a competitive advantage. There are two ways to do this: offer a cheaper deal or offer more value and increase customer loyalty. While it may be difficult for your hotel to compete with OTAs based on price, the best way to attract travelers would be to offer a customized offer and build a trusting relationship with customers.

 The key to adding value to your hotel offering is to know your customer and offer them what they need. You need to build a genuine connection with your potential customers and communicate your beliefs in a way that your guests can relate to.

When customers perceive that a hotel brand genuinely cares about their experience and tries to find the best solution to make their vacation memorable, it is easier for them to choose to book directly with your hotel.

A common way to add value and personalize communication with your guests is to implement a loyalty program. With a loyalty program in place at your facility, you can tailor your messages to each customer’s needs, understand their preferences and meet their expectations.

customer-database-hotels

3. How can your customer database help?

So, a hotel needs a loyalty program to provide valuable and personalized services to customers to gain a competitive advantage. To design your loyalty program, you need a customer database with personal information about your customers. Hoteliers should create a customer database with basic contact information and more detailed personal information about guests’ preferences and interests.

Capturing this personal information gives you the ability to tailor your messages to each potential or existing customer and offer them content, products and services that meet their unique needs. The degree of personalization and the actions your hotel takes to offer them the best possible vacation experience will undoubtedly surprise them. You will be able to build a lasting relationship with your customers based on trust, securing the most satisfied customers who will be happy to promote your hotel brand.

4.

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