Wednesday, April 30, 2014

Hotel Marketing and Technology - Location-Based Marketing

Foursquare

The explosion of mobile technology has been closely followed by the popularity of a social media network uniquely designed for mobile users. Foursquare is a location-based service where users can do a hotel search and then “check-in” or tag themselves at hotels and other establishments they frequent. Foursquare presents an opportunity for hotels, tailor-made for the nature of the hospitality industry. Hotels that offer online hotel promotions to customers who check-in at their location can reap the benefits of Foursquare users preferring their establishment to another. Just like other social networks, it is important to make the hotel’s listing profile thoroughly complete and give users incentives to “check-in” at your location when they arrive for their hotel reservation. Monitoring, once again is vitally important becauseFoursquare allows users to post short reviews and give tips and pointers. Staying ahead of any negative comments allows the opportunity for a proper response and the information can provide valuable marketing intelligence as well.

 

Google Local

Since the public at large still has not embraced Google , having a business page on the network is not critical, yet. But having a Google local page is important from a SEO search ranking perspective. A local page is just like a business page; the difference being that the owner of the page selects “local business” rather than “brand” or “organization”. The page will then be shown on Google Maps, will appear in local hotel searches, and feature ratings and reviews from users. Higher search rankings are the end result of creating a Google local page for any hotel.

Location-based services such as Foursquare are a perfect fit for the hospitality industry and don’t require much interaction or engagement with users. Having a Google local page on the other hand, is essential for a hotel to be favorably ranked in Google’s search engine and can make the difference between being found by potential guests and remaining invisible to the weary traveler in need of accommodations.

 

 


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