Hotels that are successful in securing direct reservations know how to use
psychology as the draw card. Hotel News
Resource (July 27, 2015) thinks the power of persuading customers to book
accommodation and walk in the door of hotels is based on the power of
psychology – the psychology of buying behaviour.
Hotel marketing through websites is full of psychological methods to lure a
customer – that’s how hotel websites get you in the door. They use features
that encourage customers to make a booking.
One psychological method of attraction is to play on the potential buyer’s
emotions. Neurossciencemarketing.com has an article that explains this:
‘decisions are often made when emotions override rational thought processes.’
So hotel marketers use emotions, depending on the type of hotel they are
marketing. For example, they make potential buyers feel calm and relaxed if
they are marketing a hotel by the coast, or give them the promise of lasting
memories if they are marketing a romantic getaway, or feelings of adventure and
fun for remote or unusual locations.
Another method is to create urgency. Hotel marketers use website notices,
such as ‘only three rooms remaining’ or ‘for the first 10 guests only’ or ‘for
a limited time …’ or ‘3 people are viewing this hotel now.’ They might even
have a clock that counts down the available time remaining to make a
reservation.
Website hotel marketers use default settings. A default setting is the
easiest choice for consumers. It can save several clicks or search time.
Default settings include ‘3 nights’ or ‘for 2 people’ or ‘standard room.’
Psychologists say its the path of least resistance that makes the purchase
quick and easy.
They have simple, straightforward, predictable steps in making a purchase
that occur each time a person visits the hotel website. A progression or steps
bar indicates that the user is halfway through the process or has only two more
steps to go until the booking process is complete. It takes away anxiety and
doubt about what to do next to make the purchase.
Of course there is also the FOMO method – the Fear of Missing Out. If
consumers think that everyone else is staying at that hotel because it’s in the
best location or it has the most amenities, then more consumers are likely to
‘follow’ the majority. Marketers use lines such as ‘5 people have booked in the
last 12 hours’ or ‘favoured by the Brilliantohs sporting team.’
Marketers have specials and sales and limited offers and loyalty deals and
elite guest services. They make everyone feel that they can afford the hotel
and are entitled to stay there, or that they are one of a handful of special
people that receive the notice of a sale or a pre-sale. Or they showcase a special event or deal or meal or feel –
‘views of the race’ or ‘the only hotel in the Righto Park.’
Marketers also follow-up the purchase with an emailed receipt or a reminder
message. They congratulate the purchaser for choosing that hotel in that
location with those facilities. Well done!
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