**Visibility on the internet – what does it mean?**
At least once, each of us has experienced a statement like “if you’re not online, then you don’t exist”. Today, hotels aside from something as mundane as their own website, which currently must meet numerous criteria to satisfy customer needs, also reach out to media such as Facebook. For hotels, Facebook is a tempting treat because they know that an opinion in this medium can spread like a virus. A satisfied customer with service at a high level makes a mention on their timeline, automatically publishing it for the eyes of their friends, and the potential of this form of advertising for hotels is enormous. However, one must have a good offer as a necessary condition and an unblemished reputation because an opinion is a double-edged sword. Marketing specialists know the maxim that a bad opinion spreads like lightning, while a good one doesn’t necessarily follow because other motivations cause people who got burned to become involved with those who simply visited another hotel at a high level.
Therefore, when reaching out for online advertising of a hotel website in a medium such as Facebook, one must pay great attention to their image, but not only through the very high quality of services, also through constant monitoring of this medium and reacting to any disturbing data appearing from former guests. Someone who once enters an ad on this medium will never leave it because they will always find a reason to react, because freelancers working for competitors do not sleep…
**Mobility or responsiveness**
Presence in the internet brings with it a series of requirements that a hotel website must meet, and I am leaving aside already the fact of meeting strictly consumer needs. I have in mind adapting to standards – today we are all mobile, we all have smartphones, so we increasingly book a place in a hotel through our smartphone. Many hotels still forget about this, and I was shocked to come across many 4-star hotels that still do not meet the requirements of responsiveness, and their offer is completely unreadable on a smartphone.
Why is it so important?
What’s good for an internet user is also good for Google, because Google is a power player in the advertising market, rewarding websites that are comfortable for users and pushing those that are not user-friendly to the sidelines. What is responsiveness? Responsiveness of a website means ideal adaptation to different screen resolutions and sizes. A non-responsive website, when opened on a smartphone (and God forbid, not in portrait orientation), forces you to scroll both up and down, as well as sideways, just to see the entire content. Non-responsiveness also occurs when a website is displayed in its entirety at once, causing font size to become so small that it becomes completely unreadable. And the fact that you can zoom in on the screen by pinching does not help because after zooming, you still have to scroll sideways.
Hotels and their owners should take this to heart because investments in advertising a website that is not responsive can be wasted to a large extent.
**Partnership programs**
An important aspect of hotel activity are partnership programs through which partners, in exchange for a small commission, promote and sell the hotel’s offer – this is an extremely effective form of marketing outsourcing. The largest such programs in the hospitality industry include booking.com, but smaller hotels also often use offers from smaller intermediaries who provide more favorable conditions.
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