So if you decide not to switch to GA4 then your current Google Analytics tracking would automatically stop working after July 1, 2023. And to make matter worse, Google will also delete all of your historical universal analytics data in 2023.
So, what does this mean to you?
In 2012, Universal Analytics (GA3) established a new benchmark for gathering and managing user data. With the recent news, you can continue collecting new data in your Universal Analytics (GA3) properties until July 1, 2023. But once it goes into sunset mode, you can access the formerly processed data for at least six months. Moreover, set to expire on October 1, 2023, is the one-time processing extension to Google Analytics 360 Properties.
Google will delete all of your old universal analytics data! We know how much your data means to you, so we firmly recommend that you export your older reports right away, especially if you don't intend to find a replacement for your website analytics.
But if you still want to continue, it's time to embrace the latest measurement tool.
Out with the old, in with the new
Universal Analytics was for a generation of online measurement rooted in the desktop web, autonomous sessions, and more readily observable data via cookies. With the ever-changing ecosystem, this measurement approach is fast going out of date.
The future of measurement was in mind while developing a new tool. Your primary goals, such as increasing revenue or app downloads, generating leads or bridging online and offline client engagement, are considered while designing Google Analytics 4. Thus, Google Analytics 4 or GA4, launched in October 2020.
GA4 is a new kind of property designed for the future of measurement:
- Collects both website and app data to better understand the customer journey
- Uses event-based data instead of session-based Includes privacy controls such as cookieless measurement, and behavioral and conversion modeling
- Predictive capabilities offer guidance without complex models
- Direct integrations to media platforms help drive actions on your website or app
To better understand the consumer journey, GA4 data gathering is from both the website and the app. And instead of using session-based data, GA4 uses events.
Events allow you to quantify specific user interactions on a website or app. You can use events to track interactions like page loading, link clicks, and purchase completions. GA4 automatically gathers specific data, but you can also program events on your website or app to collect more information.
Moreover, GA4 consists of privacy safeguards like cookieless measurement, behavioural modelling, and conversion modelling. Universal Analytics (G3) relied heavily on cookies to track user behaviour. A website can "remember" information about a visitor thanks to cookies. Additionally, Google Analytics cannot provide information on all website visitors because more people choose not to provide their personal information. The data collected is becoming increasingly incomplete. But GA4 can fill those data gaps as the world becomes less and less dependent on cookies.
In addition, GA4's predictive skills provide direction without using complicated models. It also offers direct media platform integrations that encourage users to take action on your website or app.
Before Universal Analytics stops processing new hits, switch as soon as possible to Google Analytics 4 to gather the essential historical data. On July 1, 2023, standard Universal Analytics properties will no longer process data. You'll be able to see your Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into Google Analytics 4 properties.
Rest assured if you are a Boost or SEO client with eTourism, you don't need to worry – we will handle this for clients who use our continuous marketing services.
If you are doing your own marketing, make sure you are aware of those mentioned above. Alternatively, you can email [email protected] for more details if you want eTourism to help with the modifications.
]]>Recently, there have been talks about making .au the de facto domain for Australian websites. This means a shift away from the ‘.com.au’ domains which have been traditionally used.
The .au domain ?puts Australia on par with other countries that have already introduced similar second-level domains, such as .uk for the United Kingdom, .nz for New Zealand, .ca for Canada, .cn for China and more.
It also provides Australians with a more competitive edge in the global marketplace.
Registering a ‘.au’ domain will increase the level of trust for Australian customers because there are strict eligibility rules behind its domain registration. To register a ‘.au’ domain, you need to supply an Australian Business Number (ABN), Australian Company Number (ACN) or an Australian Registered Trademark. The .au Domain Registration Ltd (auDA) regulates the ‘.au’ domain space.
So far, more than three million domains with .au have been registered.
Before you register an AU domain name, there are a few things you need to know.
Why You Might Consider Registering a .au Domain
Preserve Your Online Brand
If you already operate a website for your hotel, you might consider holding the corresponding dot au domain to prevent competitor(s) from undermining your online presence.
The .au domain complements existing Australian domains such as com.au and net.au and is not intended to replace them.
If you have an existing com.au or net.au domain name, you can keep it and add the .au domain for your safety. Registering for the new .au domain ensures that you own your business domain and avoid potential confusion amongst other companies or prospective clients.
Australian Small Business and Family Enterprise ombudsman Bruce Billson said the short deadline for the changeover could lead to a rise of cyber criminals taking advantage.
Mr Billson said it was likely large numbers of businesses could have their brand or identity impersonated.
"Domain names are very much the identity of a business and critical to their success. Small businesses cannot afford to have their identity sold to someone else," he said.
"The consequences of not registering your existing business name by this September deadline could be catastrophic for a business if a rival or someone else took their online name, when it opens to the public on the 22nd September."
How do I Register a .au Domain
Register for Priority Allocation
To help existing registrants of au domains, in the six month period 24 March to 20 September 2022 AuDA (the domain administrators) have set up a Priority Allocation Process. If you already own the equivalent .com.au/.net.au or .org.au you will be allowed to register the .au version of that domain. You will receive the ability to register the equivalent as long as it is uncontested. Contested domains happen where two different parties own a com.au and a net.au separately and both want to purchase the .au.
Can I buy a new .au domain today?
If you do not yet have the equivalent .com.au/.net.au or .org.au, then no, you cannot register a new .au domain until September 22nd 2022 when all domains will become available for registration to the public, as long as you have a connection to Australia.
What does a dot au domain cost?
There is a surprisingly wide range of pricing for registering a domain in Australia. However, if you are registering your .au domain with eTourism the cost is $33.00 annually.
Using your New dot au Domain
If you suspect that prospective visitors might try to reach your website by typing the dot au version of your domain, then you could redirect the dot au domain to your current site. We suggest using a 301 redirect for this purpose.
You could also provide a simple ‘landing page’ on your dot au site, from where visitors can click through to your normal site if you would prefer.
Important Update
If you want to register the .au direct match of your existing domain name, you will need to apply for Priority Status before 23:59 UTC 20 September 2022 (9:59AM AEST 21 September) – please email [email protected] for further information on how to do this.
If no priority applications have been made for the .au direct match, it will be become available for registration by the general public at 21:00 UTC 3 Oct 2022 (8:00AM AEDT 4 Oct). Don’t let another business register your .au domain!
We're excited about this change, and so should you be! If you have any questions or queries, please don't hesitate to contact us at [email protected]. We'd be more than happy to assist.
Further Information
For further information about auDA policies, you can contact auDA directly using these contact details:
Telephone: 1300 732 929
Facsimile: 03 8341 4112
.au Domain Policies
You can view and download .au domain policies via the following link:
http://auda.org.au/policies/current-policies/
.au Dispute Resolution Policy (auDRP)
For further information about the .au Dispute Resolution Policy, please see the below link:
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Suppose a hotel guest posts a bad or fake review online for everyone to see. Or, even worse, a negative media story spreads far more widely than you had imagined. Online reputation management can help with that.
What is Online Reputation Management?
You can think of online reputation management (ORM) for hotels as being in charge of establishing and preserving a favourable perception of your business. It typically entails addressing unfavourable internet comments or evaluations.
Did you know that Tripadvisor conducted a study in 2021? To better understand how various review formats affect travel planning and decision-making, Tripadvisor surveyed 9,000 consumers in the following countries: the United States, the United Kingdom, Italy, Singapore, and Australia. Online reviews are "extremely or very important," according to 3 out of 4 respondents, when choosing a destination. It holds true for accommodation (82%), attractions (77%), and restaurants (70%) alike.
So staying on top of your internet game is crucial now more than ever. You should pay great attention to review websites like Google and Tripadvisor, as well as on social media platforms such as Facebook and Instagram.
But how exactly do you manage your online reputation?
Maintain an active presence.
Hotels must have a robust internet presence to develop relationships with their previous, present, and future guests. A quick Google search will reveal the accommodation's business listing and, most likely, its website and social media profiles, such as Facebook and Tripadvisor links.
With Google Business, reviews are displayed in Maps and Search next to your business profile. You must add or claim your listing. The same is true of Tripadvisor. Aside from online business listings, keep in mind that the social media scene is continually changing.
There are 2.91 billion active Facebook users per month. That is an increase of 6.2% from the 2.74 billion users in 2021, which were already up 12% from the previous year. Additionally, every month 1.22 billion people use Instagram. In case it isn't apparent, Instagram is hugely popular. It would help if you were simply on both popular social media networks and reach your customers.
Send a prompt response.
Answer your prospective guest's questions. Most travellers would send a direct message or leave a comment on your social media posts. Therefore, it's crucial to check your accounts every day. Quick responses let potential guests know you care and are ultimately there to assist.
Encourage guests to share their experiences.
Make it clear to your guests that you are ready to listen. Since the guests' pleasant recollections of their stay are still fresh, you can ask them to post reviews as they check out. Additionally, you can inform them where they can leave their reviews. Send a prompt response when they write a review, per number one, even if it's a negative one.
When customers write unfavourable comments or reviews, respond to them patiently. By responding to negative comments, you may demonstrate to future guests that you will take care of their concerns even if they have a problem with your accommodation.
Do you require assistance establishing and keeping a positive online reputation for your hotel accommodation? You can manage your internet reputation with the assistance of eTourism. To contact us, click here.
What has changed?
The tried and true marketing methods aren’t performing the way they used to. A few years ago, simply having a website and publishing a few posts on your Facebook page could get plenty of exposure. Supplementing this with some paid advertising when running special offers or promotions worked well.
These days, the online space is increasingly crowded, and it’s becoming more challenging to stand out to potential guests. Many businesses that updated their website only a few years ago are now finding that these websites are outdated and no longer ranking well. Mobile-first design, page speed, and fresh quality content are essential.
What about Paid Digital Advertising?
Organic reach on social media platforms is more limited in 2022 than in previous years. More and more businesses need to turn to paid social media advertising to generate engagement and conversions.
To further complicate matters, paid reach has also become more complex, with privacy protocols creating challenges in targeting specific demographic groups by interests or preferences. Campaigns are now targeting broader audiences that match target demographics less precisely, and so conversion rates aren’t as high as in previous years.
While options such as Google Ads, social media advertising, YouTube advertising, and digital display ads are still generating results, the financial investment required to generate the same results is showing an upward trend. As voice technology such as Google Home, Siri, and Alexa becomes more popular, search queries are becoming more tailored to question formats.
Search Engine Marketing in 2022
The outdated way to rank well for a Google search keyword was to include a few pages of content on your website with strategically placed keywords, tags, and backlink building. Today the algorithm is much smarter and aimed at providing high-quality content and a fast, enjoyable user experience for the online searcher.
It considers a variety of factors, including regularity and quality of content published, and how well the content matches the search intent. It factors in readability, related keywords, subsequent user behaviour, and much more. It’s far harder to “trick” the algorithm than in years past.
The best way to rank well in 2022 is to consider what your potential guests might be searching for and optimise your website to give them the answers they are looking for. Deliver regular, fresh, accurate, and high-quality content. Ensure the user experience on your website is fast, intuitive, and enjoyable and makes them want to keep reading more.
Having a social media presence on multiple platforms and sharing website content such as blog posts and updates can also help signal the freshness of content to search engines. Targeting the right keywords for your business, including those that indicate user intent actions, is another crucial strategy.
Where to Start
Keyword research is key. Ask your guests how they found you, and why they booked with you. This can give you an idea of potential search terms to investigate. Find out which keywords your competitors are targeting and which are driving their website traffic. Discover keywords that your competitors aren’t yet targeting.
Next, audit your website for mobile speed, responsiveness, content quality, backlink quality, and domain authority. Optimise for any missing or duplicate tags, missing meta descriptions, image alt tags, compress images, and remove any unnecessary pages. Disavow toxic backlinks. Remove any unnecessary code.
Finally, build an SEO strategy based around great keywords. You want to choose keywords that have a good monthly search volume, ideally, indicate purchase intent, aren’t so competitive that you are unlikely to ever rank, and are highly relevant to your accommodation offering. Then deliver excellent content that’s well written, informative, and valuable to the reader.
If SEO isn’t your area of expertise, chat to us about a tailored SEO strategy, optimisation, and content creation package to align your hotel or accommodation website SEO with 2022 best practice.
]]>Search engine optimisation or SEO is the process of looking at your hotel website, and seeing what can be improved, changed, or added so that it is more likely to appear in the top results in a search engine. Whether the user is searching on Google, Bing, Yahoo or another search engine, in 2022 an SEO strategy should deliver high-quality content that meets the needs of the user searching.
Currently, an estimated 92% of web users choose to use Google as their primary search engine. As such, we will be focusing on on-site optimation for hotels based on Google best practice guidelines for the purpose of this discussion. The Google algorithm constantly changes, updates, and becomes more complex and intelligent. So, it’s essential to stay on top of emerging trends and adapt SEO strategy accordingly.
What does Google want?
What does Google use to determine who ranks more highly? It’s not as simple as having the best information. There are a lot of interconnected elements that all work together to determine the quality of the user experience and how visible that content will be on search engines.
Website elements and structure
You might look at a hotel website page and think that it’s just words and images, but there is a lot going on behind the scenes that you may not be aware of. Having well written and informative content with appealing pictures is a great starting point, but that’s just one part of delivering a webpage optimised for SEO.
Search engines use tags to help determine which words on a website page are most important and how different sections relate to each other. Title tags and image tags are used to tell the reader and the search engine what the content is about. The page title might tell Google the topic of the page, H2 and H3 tags can be used as subheading titles and differentiate them from paragraphs.
In general, more important headings will have a bigger font to catch the reader's eye. For example, on this page, you can see “Search Engine Optimisation (SEO) for Hotels in 2022” is the biggest and most apparent, and is telling you what the page is going to be discussing.
You also want to make sure that you include the keywords you want to target as per your SEO strategy. Keywords are simply the words that a web user is typing into Google to try and find information. This might be something like “hotels near suncorp stadium”
Google will also offer suggested searches similar to the keywords entered that are popular searches and might be helpful. When you know which keywords your guests are using to find you on Google you can create content that caters to that. Keywords should be included in title tags, in the paragraphs at the correct keyword frequency, and related keywords also play a role and should be included if possible.
Internal links are elements you can click on that direct you to another related web page on the same website. External links are elements that you can click on that will take you to a related web page on a different website. Having both internal links and external links to reputable sites is important.
Google will also look at design and user behaviour. One example is font size. If the font used is too small and too difficult to read on a mobile device, it will not perform as well as a larger font size that’s easy to read. If there is too much content on the page, this can also affect the user experience. Pages with lots of pictures and words all tightly compressed together can be overwhelming, and can also result in slow page load speeds. Mobile-first design takes priority, which means that you want your website to perform well on a mobile device even more than you want it to look good on a desktop.
Planning a hotel SEO strategy
Firstly, if your hotel or resort is already getting traffic from Google, it’s a good idea to determine which keywords are driving that traffic. You can check your website Google Search Console account at no cost to see which keywords your site is ranking for and how many website visits are being generated. You will need to be signed in to the Google account associated with the website with which your sitemap was submitted in order to view this data.
Subscription-based SEO platforms can collect even more detailed information about your organic traffic and find out which keywords your competitors are ranking for. You can also see keywords that have high monthly search volumes which you may not be targeting yet, and see how difficult it would be to rank well for a particular keyword. Hotels and resorts should aim to target keywords that relate to their accommodation, that people are actively searching for on Google, and where they can genuinely offer a solution to a problem that the reader is having, or offer information that the reader will find useful.
It can be difficult to know which keywords would benefit your business most unless you have a good understanding of SEO best practices, which is why we conduct comprehensive keyword and website audits as well as keyword and content strategies for our clients as part of our SEO services.
Implementing SEO best practices
Once you have the list of keywords that you wish to target, you can determine where your existing website requires optimisation. For pages that are already ranking but aren’t on the first page of Google search results, or are on the first page but aren’t at number one, on-page optimisation may improve your current rankings.
Take a look at which website is currently ranking number one for the keyword that you wish to target, and compare it to yours.
- What is the word count?
- How many times do they use the keyword in their copy?
- Which tags are in use?
- Which related keywords are they using?
- How fast does their page load?
- How user-friendly is the design?
- How many backlinks do they have?
- What is it about their page that keeps a reader interested and increases page view time?
Asking these questions can help you to see where your website can improve, and what kind of content readers are finding valuable. Keep in mind that while you can use a competitor page as a way to offer insight, your own website content must be completely original. Plagiarism is against Google best practices.
Publishing new SEO optimised content such as fresh new pages or blogs regularly can also improve your rankings, especially when internal links are used well. Ideally, you can keep a reader on your website for longer, and have them check out more than one page in a session.
Measuring SEO results
Your Google Search Console of Google Analytics accounts can both tell you whether your overall traffic from organic search is increasing. You also want to keep a record of your SERP rankings each week or month for target keywords so that you can see if they are improving.
With our eTourism SEO services, we do offer much more comprehensive reporting and analysis to offer a clearer picture of your SEO results for all organic keywords, not just the ones that you are targeting.
Local SEO – Google My Business
More and more people are turning to Google My Business to find local services and products. They can view contact information at a glance, read Google reviews, view the location on Google Maps, and visit the website for more information.
Having a Google My Business account set up, verified, and with complete information is essential for hotels and resorts in 2022. Monitoring and replying to reviews, as well as updating details as they change such as opening hours is also important.
eTourism SEO packages for hotels
If your website traffic or online booking have been declining, and your website hasn’t been updated recently, there’s a good chance that your Google rankings are declining. There’s never been a more important time for hotels and resorts to align themselves with Google best practice strategies and tailor their website content accordingly. Choosing an SEO service package with eTourism can help keep your website relevant and performing well.
Contact us today and find out what we can do to help you reach your business goals and increase bookings in 2022.
]]>Word of Mouth
You’ll be familiar with the concept of word of mouth, where one guest tells friends or family members how much they loved staying with you, and you generate new bookings based on their recommendation.
Today, word of mouth can come in many forms. Social media posts and stories with account or location tagging. Reviews on Tripadvisor, Google, Facebook. Travel bloggers. Commenting on posts, videos, images, or blogs.
Keeping on top of responding to reviews and social media engagement takes time, but engaging and addressing concerns, and taking on feedback in a professional manner can all help bolster your brand reputation. It’s also a great strategy to share user-generated content such as a post raving about their holiday!
Social Media
While organic reach for posts isn’t as high as it used to be, paid social media is still a great advertising strategy for businesses that don’t have huge marketing budgets. Facebook has around 2.9 billion active users each month, and accessing potential guests on the platforms they are already using is a logical strategy.
Pair that with regular page posts that drive engagement, show off your unique accommodation offering, and display positive past guest reviews, and you might find social media users moving from consideration to conversion in the sales funnel.
SEO
Google is the world's top search engine, and ensuring that your website design and content is in line with best practice guidelines for ranking well is essential. Conversions from search engine queries are higher than other platforms where you are presenting your accommodation offer to users that may not be interested. If someone is actively searching on Google, chances are they have the intention of booking accommodation at some point, and you just need to help them understand why they should choose your property.
Google Ads are also a good option to consider. Choosing the right keywords to target for your ads could result in higher bookings. eTourism can help you determine the right strategy for your business if search engine marketing isn’t your forte.
Content marketing
It helps to keep in mind that bookings are driven not by which property or accommodation offering is superior necessarily, but by emotion. Aim to paint a compelling picture with breathtaking photography and persuasive copy of what a stay with you would look like. What experiences can guests enjoy nearby? What is it about your accommodation that makes it stand out and offers extra benefits, enjoyment, or convenience? How will it make them feel to holiday with you?
Start with looking at who your guests are. Do you cater mostly for corporate stays? Families? Couples? Which age group is booking with you and why? Creating a guest avatar, or a picture in your mind of who your typical guest is can help you to create content that would be interesting, exciting, and enticing to potential guests.
Whether you create content with blogs, email campaigns, social media, website pages, adverts, or all of the above, the aim is to show off your point of difference or unique offering to the right people at the right time.
OTA’s
In a perfect world, you could generate all of your bookings direct, and forgo paying commissions or fees right? The reality is that more and more guests are using online travel agents (OTA’s) such as Tripadvisor, booking.com or Expedia to book accommodation s, yes you need to be in that space to ensure your property yields a high return, however we still highly encourage direct bookings via your website and digital campaigns such as email marketing and social media where you can offer additional incentives such as complimentary services for booking direct.
You might like to consider that all of your efforts to market your accommodation on multiple platforms helps to build brand awareness. A guest that makes a booking with an OTA may have first heard about your accommodation via Instagram. A Tripadvisor booking may have come from a guest reading a blog about an attraction they were interested in near your location. You can’t always influence how guests book, but case studies have confirmed that an active and comprehensive marketing campaign can boost overall bookings, both direct and via OTA’s.
If you want to find out more about getting started with a digital marketing strategy, chat with us today and find out how we can help you achieve your business goals.
]]>Here are some key points to consider if you are thinking about collaborating with an influencer for your hotel or resort.
Followers
Firstly, take a look at the social media profiles of the influencer that has approached you. At first glance, you might be impressed with the number of followers on the account, but in some cases, this may not genuinely reflect the number of people that are actively engaged with the influencer posts.
Instead, take a look at some of the recent posts and check how many users are actually commenting on posts, or liking and sharing posts. A highly engaged audience is a better measure of reach than the number of followers.
The influencer should be able to provide you with a breakdown of follower geographical data, age, and engagement. An ideal match would be an influencer with a similar following to your business, or with an audience that you would benefit from reaching. If the majority of followers are from Canada for example, but your guests are predominantly from the 500km surrounding your accommodation location, then even a successful collaboration may be unlikely to generate the results you are looking for.
Assess the offer
Understanding what your business will receive in return for complimentary accommodation is important. The brand exposure can come in the form of social media posts, videos, stories, reels, blog posts, email campaigns, website features etc. Ideally you will also obtain permission to use images from the stay in your own platforms, with an image credit. You also want to consider whether you want to build awareness or generate bookings.
If you hope to create direct bookings, creating a special offer with an exclusive discount code to be included in influencer promotions is a strategy to consider. It can be difficult to track which bookings have come from social media posts, but having a specific discount code is one way to measure results. Make sure that you understand whether promoting an offer is part of the influencer marketing campaign offer.
Another consideration is whether you would like to include other local businesses in the collaboration. Leveraging cross promotion from nearby restaurants, attractions, tours, experiences, service providers can have you reaching audiences of local businesses as well as the influencers followers.
Return on Investment
When deciding whether or not to collaborate with an influencer, first you might wish to determine the outcome that you are looking to achieve. If it is brand exposure, ask for an estimate of the number of brand impressions a collaboration might create. If it is bookings, determine how much revenue you would expect to generate in return for your investment.
It might help to look at the accommodation offering that the influencer is requesting. Breaking down the financial investment required from your business can help you to weigh up whether a collaboration will be worthwhile.
For example, if you provided a two-night stay in a low season where the rooms would be unoccupied regardless, and you are just covering the expense of servicing the apartment afterwards, this may be a relatively minor investment for your business to front. In this case an influencer collaboration could be a fantastic strategy to build awareness and access creative assets for future use.
If however the influencer is requesting a week long stay during peak season, this may be a substantial investment for your business to make. Asking for results from past influencer campaigns so that you can estimate expected results for your influencer campaign can help you in making your decision.
You may also choose to base your decision on current and upcoming occupancy rates. If you are at capacity already, then active marketing to generate bookings may not be your ultimate goal, but building positive brand reputation and awareness for future dates may be.
eTourism influencer campaigns
At eTourism we have seen wildly successful influencer campaigns for hotels and resorts that have been mutually beneficial, and created long lasting relationships and bookings generated in the months that followed. The key to the success of these campaigns was choosing the right influencer with an organically grown, highly engaged audience, with similar demographic characteristics as the client target audience.
Influencer campaigns may be more uncertain in terms of the results delivered and difficult to measure, but they can be one option apart from other forms of paid advertising that gets potential guests noticing your property. Social proof is one factor that determines whether someone books with you, and a positive review from an influencer who’s opinion they respect could offer that.
Contact us today if you are considering an influencer collaboration, and would like assistance rolling out an effective campaign as part of your social media strategy.
]]>Why do I need to do this?
Analysing your website traffic is beneficial for a handful of reasons. It will tell you who visited your website, how they arrived and which web pages they looked at (and for how long).
And with this information, you can learn more about your audience, improve weak areas of your website, identify your most engaging content and more – helping you to further increase traffic and drive more direct bookings.
But don’t fret if you’re a beginner. Down below is everything you need to give it a go.
Understanding Website Metrics
Before you set up an analytics tool on your website, it’s important to understand a few of the key metrics to look at.
Traffic
Traffic is an “umbrella” metric which, of course, shows how much overall traffic your website is getting. It goes without saying that you’ll want to see this data on a constant rise.
Users, Sessions, Pageviews
Users are the number of website visitors. Sessions are the duration of a user’s visit. And page views are the total number of visits (or clicks) a user makes to any given web page. Aside from general traffic, these metrics represent visitor engagement.
Conversion Rate
When a user completes an action that you want them to take, such as subscribing to your email list or making a booking, that’s a conversion. The higher your conversion rate, the better!
Bounce Rate
When a user visits your website and leaves within a short time, it's known as a bounce. In general, a high bounce rate means your website isn’t performing too well.
Google Analytics
Now that you know a few important metrics, here’s how you can set up analytics on your hotel website.
Google Analytics is the most popular website analytics tool around. It’s free and also ideal for hoteliers looking to analyse website traffic for the first time.
To set it up, it’s a matter of creating a Google Analytics account, adding a property (your website) from the Admin page, clicking data stream, then copying and pasting the Analytics tag (a small piece of code) into the HTML of any web page you want to analyse.
From the Admin page, you will be able to see the above metrics and more.
Analyse Your Website to Improve Your Website
Once you’ve set an analytics tool like Google Analytics, you can then start to monitor your website’s performance.
You can check your metrics daily or weekly, create goals or collect your data in spreadsheets, making note of your user demographics, underperforming web pages, bounce rates, conversions and more.
The main takeaway here is that once you know your website’s weak points, you can then take the right steps to adjust and improve them.
Do you analyse your hotel’s website traffic? Let us know in the comments below!
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