Hotel Descriptions: Tips to Boost Profitability and Bookability
GDS Hotel Marketing Description, Global Distribution Systems are, and will most likely always be, a vital source of income and reservations when marketing hotels online. Most OTA’s utilize GDS for inventory, while both corporate and leisure travel agents use GDS to search and book hotels – thereby increasing room block reservations.
That’s why it’s imperative that your hospitality marketing staff take the time to craft a hotel detailription for your GDS, such as Sabre, Worldspan or Pegasus, that is as excellent as can be.
Your GDS Hotel Description (HOD) acts as an electronic hotel marketing brochure to increase hotel group bookings. Because the HOD gives leisure and corporate agents your hotel’s detailription, information about local attractions and hotel amenities, it can quite possibility be your hotel marketing team’s most paramount sales tool in electronic distribution channels.
Here are top tips and best practices for putting together a powerful HOD. Then, make sure to update your detailription accordingly:
Do Your Research
Take a look at your competitor’s HOD. Talk to corporate travel agents and ask what their favorite hotels are, then download those properties’ detailriptions. Agents are looking at these HODs everyday, so they’ll be the first to see if something is original. They would also be willing to share what and what doesn’t work.
Corporate and leisure travel agents like what’s easiest for them to look at, so use bullets to condense details. This will allow them to review your hotel quickly. However, still make sure to write with sales in mind, no matter how short. So, instead of writing ‘250 guest rooms”, a more attraction version would be, “250 freshly renovated and spacious guest rooms and suites.’
GDS allows for both a short and a long hotel detailription. The short detailription includes two lines of 47 characters per line. For these two lines, your hotel marketing strategy should be to summarize your hotel’s unique selling points. Who is the optimal guest that should stay at your property? Don’t sell to everyone. Instead, succinctly market to your target clients.
For the longer detailription, you are allowed four lines of 47 characters each. Don’t just simply copy and paste your short detailription. Both GDS and travel agents have specifically asked for these detailriptions to be longer, as more detail will help sell your hotel or resort. So, put in additional info and focus on both the intangible and tangible aspects make your hotel standout from your comp set. Show how your property is more comfortable, convenient or enjoyable from the others.
Names of Room Types
Differentiate your property by being creative with naming your room types. Naming your standard room to be simply ‘Standard Room’ makes your property into a mundane commodity that’s just like all the hotels on the block. Sell the experience by being different and daring. You have 30 characters, so max it out.
Description of Room Types
Give potential hotel guests, meeting planners and travel agents a clear picture of what lifestyle they’ll have away from home when they’re staying at your hotel. Increase your revenue by focusing on your resort’s USP’s.
Include the square footage of the room and mention what is complimentary, such as tea/coffee, breakfast buffet, laptop safe, mini fridge or WiFi. Mention any of your special features (such as view, architecture, décor that will separate you from the competition. Do you have a large Jacuzzi tub, or special bedding like down duvets or pillows, or a balcony? All of these stand-out features should be mentioned.
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