The best sales funnel strategies for hotels
The sales funnel is an important strategy to help focus on the most important stages in the process of acquiring new guests.
The sales funnel is a graphic representation of the stages a potential customer goes through, from the first contact with the company to closing the sale.
1. What is the hotel sales funnel?
The sales funnel in hospitality is considered one of the main pillars of Inbound Marketing, since it is through it that the ROI (Return on Investment) of the marketing actions carried out can be measured.
Keeping track of the sales funnel is important for making the right decisions at each stage, as well as being an extremely useful tool for improving the organization’s sales process.
1.1 The top of the funnel is the beginning of the learning and discovery journey
This is the awareness stage, awakened after they come into contact with your hotel. Your role is to educate them: offer rich content, with hotel information, differentials, photos, videos and activities. By providing information such as their name, e-mail address and telephone number, the visitor becomes a Lead and progresses through the sales funnel.
1.2 The middle of the funnel is the point of recognition
Don’t just work to sell, but to mature and qualify your Leads. This will make them ready to take the next step in the sales funnel. A good strategy here is to use the Facebook and Google pixel to work the lead with paid ad campaigns, showing your hotel’s differentials and promotional packages.
1.3 Bottom of the funnel for the purchase decision
The next step is negotiation, when talks begin about price, conditions and deadlines. It’s important that, by this point, the reservations clerk is well prepared to present the differentials and break down the arguments.
The reservations clerk must bear in mind that the aim is to close the deal quickly, always guaranteeing quality service.
2. Step-by-step construction of the sales funnel
2.1 Map out your guests' booking journey
If you use digital platforms such as websites, blogs, online stores or social networks, try to refine the information and understand how each channel helps to move someone from the top to the bottom of the funnel.
This means that you should consider what people are looking for at the beginning of the journey (top of the funnel), in the middle (middle of the funnel) and at the end (bottom of the funnel) and then create relevant content and experiences to help guide them to the next stage.
2.2 Define the milestones in the sales process
It’s important to remember that not all leads will take the same path. Some may be closer to a solution, while others are just looking for information. Your journey should be designed to suit all types of Leads.
Based on the mapping of the buying journey, define the main milestones that represent the turning points. Identify at what point the Lead discovers that they need to implement a solution to their problem and whether they can reach this stage on their own. Assess how to ensure that all Leads reach this stage and create a buying journey that caters for all types of Leads.
2.3 Defining the stages of the booking funnel for your hotel
The sales funnel is a process that must be well planned in order to meet the needs of the prospect’s buying journey and deliver the value they need to move forward.
To do this, it is important to observe clear triggers between the stages of the funnel, so that they mean the same thing to different players and achieve the goal of making the funnel predictable.
Finally, 5 steps to implement the ideal booking funnel for your hotel
- There’s no point in doing everything we’ve said if you’re not aligned with your customer’s buying process. It’s important to be aware of how your customer buys and adapt to it.
- To define the stages and triggers of the buying process: you first need to understand the process. Show your salespeople how the buying process works, what they need to know, what they will have in the learning, recognition, consideration, purchase decision and after-sales phases.
- How do you position deals in the funnel according to the new process? First, you need to determine the status of each of your deals in the pipeline. Then analyze how they fit into the new funnel model. Finally, adapt your strategies and actions so that the deals follow the new process.
- Create an action plan for each deal: either your guest goes to the next stage or they have to leave the funnel.
- Accompanying the salesperson at work and ensuring that they are always carrying out their tasks efficiently and effectively is fundamental to the company’s success. It’s important to check that the salesperson is aware of the triggers that need to be activated for each move and that they are carrying out the process in the best possible way.