Increasing hotel turnover in the digital age: innovative strategies in 2025

There are many possibilities to increase the turnover of a hotel: optimize the occupancy rate, reduce expenses, offer extras, practice Yield Management, encourage direct bookings... Whatever your objective, digital solutions can be real allies in increasing your income per available room. In this article, discover 9 e-marketing strategies that will accelerate the economic growth of your hotel establishment in 2025. ⬇️

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1. Personalizing the customer experience through data

Data is considered to be the new gold of our society. 💰 It brings a competitive advantage to businesses by allowing them to know and understand their customers in a deeper way. An observation that does not escape the hotel industry. Thanks to customer relationship management (CRM) systems, hoteliers are collecting more and more information about the profiles, preferences, travel habits, and specific needs of their hosts.

Combined with the use of innovative applications or technologies, this information is used to promote services tailored to customer needs such as:

• the Check-in and Check-out contactless to avoid waiting at the reception;
• intelligent control (by voice command or on a tablet) of connected objects in the room to adjust the temperature, lighting, music...;
• Ordering a meal from the Room service or connecting with the concierge without leaving the room;
• notifications on a Guest app to receive exclusive offers;
• assistance in real time and 24 hours a day through an instant messaging system or chatbot associated with AI.

💡 Are you protecting your digital data? Cyberattacks have never been as frequent as in recent months. It is therefore essential to formalize how you collect, store and save third party data, as provided for in the General Data Protection Regulation, more commonly known as RGPD.

2. Use revenue management techniques to increase your hotel's turnover

Before PMS and other hotel reservation management systems, adapting rates to demand was a real headache. 🤯 Thanks to technology, the strategies of Revenue Management are becoming more and more emulated in the hotel sector.

Using an RMS (Revenue Management System) that predicts consumer behavior, you adjust the prices of your rooms and optimize their distribution. A winning solution to maximize revenue per room!

The development of technologies has also made it possible to adjust the price schedule in real time. In hotel marketing jargon, this is called dynamic pricing (or flexible pricing). Through algorithms, software constantly recalculates prices according to demand, which varies according to seasonality, local events, weather...

💡 Do you know the difference between Revenue Management and Yield Management ? These two concepts are closely intertwined, but with some nuances. The first corresponds to a global strategy in which the actions to be implemented to increase the turnover of your hotel are defined. As for the Yield Management, it is a method of Revenue Management aimed at adapting room prices according to demand.

3. Optimize your website's reservation tunnel to better convert

The website is one of the main levers for generating more profits in a hotel. And that's for two reasons. The first: you save the commission paid to OTAs and other distribution intermediaries. The second: you analyze the behavior of Internet users and constantly optimize your sales funnel. Because yes, the performance of your site is not only measured by the number of visitors, but also by the transformation of the volume of traffic into direct bookings: the famous conversion rate ❗

The good news is that techniques exist to increase this conversion rate. Here are a few examples:

• optimize page load speed to reduce bounce rates;
• improve UX (user experience) to facilitate navigation and make the user experience simple and user-friendly;
• post quality photos and videos;
• integrate customer reviews to strengthen buyer confidence;
• put clear and visible call to action buttons to encourage direct bookings;
• use the remarketing strategy (retargeting in French) to attract visitors who have not finalized their reservation on the hotel's website;
• build an efficient sales tunnel using the techniques of Copywriting which consist of writing persuasive and engaging texts.

💡 How do you calculate your conversion rate? Simply divide the number of unique users of your website by the number of bookings made on your website. Note that this rate rarely exceeds 2% in the hotel industry.

4. Investing in SEO to gain visibility on search engines

Having a website that never appears in Google's top 10 is like opening a hotel on Mars. It's an investment doomed to fail (until we find a way to send tourist rockets to this planet of course 🚀).

Worrying about the positioning of your website on search engines, and especially Google, is therefore essential.

To do this, it is necessary to deploy an SEO strategy (natural referencing in the French language). Three criteria come into play:

• criterion No. 1 = the technique: are your pages quick to load? Are they displayed correctly on mobile? Are they well structured with tags?
• criterion No. 2 = the content: does it contain the right keywords, especially in titles, subtitles, images and links? Does it answer user questions? Does it provide added value?
• criterion 3 = popularity: is your site referenced on authority platforms such as Tripadvisor, Trivago or the tourist office? Do other reliable websites link to yours?

But be careful, quality takes precedence over quantity. It is now useless to stuff your content with keywords and to have dozens of websites that reference yours if they are not reliable. And with the integration of artificial intelligence into search engines, this trend is likely to increase.

💡 Do you know the difference between SEO and SEA? SEO (Search Engine Optimization) consists in optimizing a website to improve its positioning in the organic results of search engines. It is a long-term investment, just like a long-distance race. As for SEA (Search Engine Advertising), it's more of a speed race. It is the purchase of keywords to appear at the top of the list, among sponsored links.

5. Finance targeted advertising campaigns to generate traffic on your hotel's website

Paid referencing (or SEA in English) is a complementary strategy to SEO, as it offers strong and immediate visibility on the ultra-competitive hotel market. On the other hand, the financial investment in advertising can quickly become colossal. It is therefore essential not to start headlong and to define your target, objective and performance monitoring indicators in advance. 🎯

What are the most suitable advertising channels for hotels?

• Google Hotel Ads: The world's number one search engine is the biggest source of traffic for hoteliers. The proof: Booking, Airbnb and others invest colossal budgets in Google Ads. If you stick to Google's rules of the game, you may get additional bookings.
• Social networks (Meta for Facebook and Instagram, Tik Tok Ads, LinkedIn Ads...): with a few euros, these platforms allow you to broadcast ads to a very targeted audience, because they have very detailed information on their subscribers. That is their real advantage!
• Online travel agencies and meta engines: some of them offer paid solutions to gain visibility or appear on advertising banners.

💡 How to make your online advertising campaigns profitable? Follow these 3 tips. No. 1: refer to a sales page that you create specially for this operation, in order to precisely measure the impact. No. 2: show an exclusive advantage in exchange for contact details to enrich your prospect file. #3: Offer a limited-time offer to convert clicks into bookings.

6. Leveraging content marketing to engage and retain hotel customers

Content marketing is the process of creating and publishing relevant, useful, and engaging content in order to attract, convert, and retain a specific target audience. It is often opposed to paid advertising. This can take the form of:

• editorial content such as blog articles, web pages, posts on Facebook or LinkedIn, press releases, quizzes, polls...;
• visuals for your website, your Instagram or Pinterest accounts, your posts, your Stories Or your Reels ;
• videos for YouTube, TikTok to present the hotel, behind the scenes, the destination, interviews, events... live or in replay.

It's important to choose the form of content that best fits your message and goals. And above all to create original and authentic texts or visuals that speak to your audience. 👨 ‍ 👨 ‍ 👦

You can also use influencer marketing or UGC (User Generated Content). Content generated by influencers or users is often more credible, viral, and diverse. This makes it more effective at building trust, increasing reach, and driving stronger engagement than the business itself. The proof with online reviews!

💡 Have you drawn up an editorial charter? Before you start producing content, it is best to define the main guidelines. This includes the target, style, tone, tone, formats, editorial calendar, performance indicators... It will be all the more valuable for delivering consistent content if you are several contributors on your team.

7. Building a community on social networks to develop your online reputation

80.5% of the population in France is on social networks. Good news! But standing out in the face of the constant flow of publications is not easy, especially in the tourism sector. Beautiful photos and videos from the most beautiful corners of the world abound on these platforms. 📸

To make your efforts profitable, it is recommended to think about a strategy in advance. Social media, with the main objective of generating an audience that will become a spokesperson for your brand.

To create the engagement of Internet users on the pages of your social networks, it is essential to:

• Vary the content: discuss diverse subjects — not necessarily related to the hotel establishment — organize competitions, share customer experiences (with their agreement 😉), tell the daily life of the hotel and the team.
• Generate reactions: end your posts as often as possible with questions or invitations to react and share your publications, ask them to express their opinions.
• Be consistent: Keep your audience excited by posting content frequently and at regular intervals.
• Collaborate with influencers and bloggers to gain credibility and expand your audience.
  

Adjust your efforts as you go by building a Dashboard statistical results. Profiling and tracking the behaviors of your subscribers allows you to determine what type of content works best, what day and at what time it is best to publish...

💡 How much time do you spend managing your social networks? Building a community on these platforms can become time-consuming, sometimes without realizing it. Learn how not to waste hours by reading our article on how toincrease your visibility on social networks.

8. Offer personalized promotional offers to loyal hotel customers

A loyal consumer would cost eleven times less than a new customer. Even if we were not able to verify this figure, we can say that a hotelier has everything to gain by bringing back its customers, just like the efforts made by Booking, Accor and other hotel groups with their large-scale loyalty programs. Especially since they have an implacable weapon for this: the famous customer data!

▶ Any information you have about your customer is an opportunity to retain them and encourage them to book directly with your establishment.

Imagine a businessman who had a great stay at your establishment and who lets you know that his wife would love to visit your city. You have a good chance of getting him back if you give him a “romantic weekend” offer in the following weeks.

Another example: an athlete stays in your hotel to participate in an annual championship. If he is satisfied with your services, you can already offer him to book his room with a promotion Early Bird.

💡 Do you know the 5 biases to use in your loyalty programs? Exclusivity, flexibility, and timeliness are one of these 5 strategies that help you capture the attention of your customers. Discover them in detail in our article: the 7 rules to apply to increase the loyalty rate of your hotel.

9.Stimulate additional sales to increase the turnover of your hotel

As part of a upselling and cross-selling strategy aimed at boosting the turnover of your hotel, the welcome booklet is the tool par excellence. 📝 In its paper version, it is restrictive to implement and especially to update. In fact, reprinting dozens of copies each time you change a price or add a service is neither practical nor economical. That is why, the Digital room directory is an interesting alternative, because it allows you to:

• update information in real time and in several languages;
• offer the online reservation of services, even before the arrival of the guests;
• promote new services and special offers;
• communicate with the customer via instant messaging.

By customizing recommendations based on travelers' preferences and buying habits, the Room directory helps create tailored experiences that encourage additional spending and build brand loyalty.

💡Have you found a guest app that suits your needs? That of GetWelcom is fully customizable to make your welcome booklet your best salesperson. The back office allows you to simply create categories, to integrate content, links... to your image. Moreover, the GetWelcom application achieves a conversion rate on extra sales of up to 15%, one of the best results on the market! Discover the GetWelcom solution.