In this webinar recording, we walk through eight ways rezStream has successfully helped independent hotels, B&B, resorts, and vacation rental owners make it easier for them to find guest online, manage guest interactions, and increase revenue. Join rezStream for a journey and learn: • What we optimize for Google • How we improve search engine visibility • The results we’ve driven with Facebook • Why we focus on direct bookings first • Tips that help with guest communication • Key ways to streamline guests’ operations

1. 8 Ways to Increase Revenue at Your
Independent Hotel

2. Overview
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www.rezStream.com
About Me
About rezStream
8 Ways to Increase Revenue
Recap
Q&A

3. Lyles Armour Jr
www.rezStream.com 3
Marketing Director
10+ years in hospitality
Texas born. Colorado raised.
Enjoys football, family and researching
marketing strategies

4. About rezStream
www.rezStream.com 4
Small company of caring and passionate
individuals
View ourselves as an extension of your team
100 years of combined industry experience
Software, booking engine, marketing and
websites for independently-owned properties

5. 8 Ways to Increase
Revenue
1. Optimize for Google
2. Conduct Keyword Research
3. Participate in Google AdWords
4. Use Facebook to Drive Results
5. Use Technology to Improve Communication
6. Focus on Driving Direct Bookings
7. Try Advanced Booking Engine Techniques
8. Meet Them Where They Want to Book
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6. ▪ Google Business Profile
▪ Google Ads Hotel Ads
▪ Google Free Booking Links
▪ Google PageSpeed Insights
▪ Google Analytics
#1 What we optimize
for Google

7. Google Business Profile
Sample Footer Text 7

8. Google Hotel Ads
This paid advertising program offers
✓ Real-time availability and rates
✓ Improved visibility in
▪ Google Search
▪ Google Maps
▪ Google Assistant
▪ Google Hotels
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9. Google Free Booking
Links
Yes – FREE!
These Free Booking Links let potential
guests search on the Google interface.
✓ Guest are redirect to your booking engine
✓ 100% direct bookings FROM GOOGLE
✓ Similar visibility to Hotel Ads
▪ Google Search
▪ Google Maps
▪ Google Assistant
▪ Google Hotels
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10. Google Free Booking Links
C L IENT # 1
• Budget spent on campaign: $0
• Number of potential guests: 310
• Number of reservations: 14
• FREE revenue generated: $5,880
C L IENT # 2
• Budget spent on campaign: $0
• Number of potential guests: 880
• Number of reservations: 14
• FREE revenue generated: $9,550
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11. Google PageSpeed Insights
How do you measure against Google’s Core Web Vitals
❑ Loading Speed: Largest Contentful Paint (LCP)
Measures the time between the initial page load and when the page’s main content
is visible on the page. Should strive 2.5 seconds.
❑ Interactivity: First Input Delay (FID)
Measures the responsiveness of each webpage from the users first interaction to
the time it takes for the browser respond. A good is less than 100 milliseconds.
❑ Visual Stability: Cumulative Layout Shift (CLS)
Measures how often a user experiences a layout shift. A good user experience
score is less than 0.1
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12. Google Analytics
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13. By knowing which channels are most effective,
you can invest more resource and achieve a
higher return on your investment.
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14. By understanding your guests buying journey,
you can set better priorities on where to
allocate your resources.
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15. By understanding how many interaction it takes to
complete a booking, you’ll have a better idea on
ways you can use technology to assist conversions.
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16. #2 Google Keywords
#3 Google AdWords
How we improve
search engine visibility

17. Google Keywords

18. Google AdWords
To maximize the effectiveness of each take advantage
of all your options.
✓ Final URL → Where are they going.
✓ Display Path → Customizing your Final URL.
✓ Headlines → Get their attention (up to 15 variations).
✓ Descriptions → Standout and meet their needs (up to 4 variations).
✓ Images → Show them what they are getting (up to 3 photos).
✓ Sitelinks → Drive your desired outcome (min of 4 resources).
✓ Additional Assets → Set yourself apart from the competition.
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19. #4 Results we’ve driven
with Facebook

20. Before…
July 8 – August 7, 2022
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21. Understand pasts posts performance
• Look at each posts to see;
• How many Likes did it generate?
• How often was it shared?
• How many people did we reach?
• What was the over all engagement?
By understanding these things, you can map
out custom tailored content for your audience
that is meaningful, and results driven.
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22. Establish a creative performance plan
• Created a guideline for scheduling your
content monthly.
• Create a daily post breakdown for each
post throughout the month.
• These conceptual posts will add variety
throughout our social media platforms
and attract more visibility to our brand.
• Be ready to act quickly with organic posts
of things that happened TODAY!
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23. After working with rezStream
August 8 – September 23, 2022
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24. Using technology…..
#5 Tips that help with
guest communication

25. Engage with Text Messaging
❑ Step 1: Integrate messaging into your property management system.
❑ Step 2: Welcome guests personally with pre-arrival messages.
❑ Step 3: Use contactless online registration to streamline the check-in process.
❑ Step 4: Set up automated replies to frequently asked questions.
❑ Step 5: Set up customized scheduled messages.
❑ Step 6: Notify guests about special offers, events, or activities.
❑ Step 7: Ask for feedback at the end of the guest stay.
85% of people prefer
messaging over calling to
communicate with others.
About half of all phone calls go
unanswered, while 98% of text
messages are opened.
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26. Website Popups
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Fun Fact
In reviewing the website of all registrants
for today’s webinar:
➢ 85% are not using website popups

27. Website Popups
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28. Encourage Good Reviews
▪ Send a follow-up email 2 days and 1 week after
the stay. Ask them for a review.
▪ For guests flagged as VIP seek their review in
exchange for a gift certificate.
▪ Respond to your reviews, good, bad, and
indifferent.
▪ Give them multiple place to leave a review
(Google, social, website, comment card, etc.)
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29. Build Social Proof
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Fun Facts
In reviewing the website of all
registrants for today’s webinar:
➢ 93% on Facebook
➢ 74% on Instagram
➢ 26% on Twitter
➢ 19% on Pinterest
➢ 11% on YouTube

30. The #BookDirect movement is a social
media-based campaign that is designed to
encourage lodging properties to promote booking
direct options to prospective guests
#6 Why we focus on
direct bookings first

31. Direct bookings
are 12.5% more
profitable!
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A study by HotelTechReport and Kalibri Labs analyzed 80 million transactions from 18,000 hotels in its proprietary database.
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32. Complete control of the booking process
• Searchers intent (keywords, ads, Google profile)
• Establishing your brand (images, messaging, pricing)
• Selling your unique offering (location, amenities, services)
• Gathering guest information (contact details, interests, special requests)
• Sharing promotional offers (specials, packages, partnerships)
• Direct bookings (100% commission free!)
• Guest nurturing (pre-stay, onsite, and post-stay, emails)
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Fun Fact
In reviewing the website of all registrants for
today’s webinar:
➢ 26% are missing detail pages for each
room or room type.
➢ 81% are missing individual unit booking
calendars.

33. Leverage the Billboard Effect
A C C O R D I N G TO E X P E D I A G R O U P,
6 5 % O F C O N S U M E R S W H O B O O K E D
D I R E C T LY W I T H A H OT E L V I S I T E D
A N OTA P R I O R TO T H E I R
R E S E R VAT I O N .
This OTA-to-brand-hotel relationship is one you will
need to master if you want to reduce your reliance
on OTAs and associated commission fees.
✓ Chose the right OTA
✓ Update your listing
✓ Optimize your website
✓ Collect guests’ emails
✓ Stay in touch
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34. Encourage direct
bookings
• Promote your DIRECT BOOKING message on all OTA listings.
• Have a dedicate book direct benefits page.
• Send bi-annual emails to your database about booking direct.
• Share with followers the advantages of booking direct.
• Have a plan to turn OTA reservations into direct.
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35. Greater ability to increase revenue per
reservation
PA C K A G E S & A D D - O N S G I F T C E R T I F I C AT E S
Nearly half of Americans have $21
billion in unused gift cards,
CreditCards.com survey finds.
• 47% have one unused gift card
• $175 is the average unspent
gift card amount
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36. #7 Booking Engine Advance Techniques
#8 Meet Them Where They Book
Ways to streamline
guests’ operations

37. What Happens When a Guests Says “No”?
Reach out and double check to vet their interest with
Booking Abandonment strategies.
▪ Send a follow-up email 2 days and 1 week after the
stay. Ask them for a review.
▪ For guests flagged as VIP seek their review in
exchange for a gift certificate.
▪ Respond to your reviews, good, bad, and indifferent.
▪ Give them multiple place to leave a review (Google,
social, website, comment card, etc.)
On average 65% of shoppers will abandonment their cart.
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38. How do you always get the most revenue?
Yield management, or revenue management, is the practice of
understanding your supply and demand over time to optimize
your rates for the right circumstances.
Major components include:
❑ Seasons
❑ Time
❑ Capacity
❑ Rate
❑ Customers
When demand is HIGH, increase
rates and/or require min-night stay.
When demand is LOW, offer a
special rate or package and/or
promote longer stays discounts.
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39. PROS
✓ Expanded reach to increase occupancy
✓ Generate more low season bookings
✓ Will sync with your reservation software
CONS
▪ Commission fees (as much as 20%)
▪ Customer services issues
▪ Cancellation rules
▪ Loss of business
According to Expedia Group, 65%
of consumers who booked directly
with a hotel visited an OTA prior to
their reservation.
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40. Recap
1) Take full advantage of Google Business tools. They will
help you establish your brand in the worlds leading
search engine.
2) Have an active marketing program that is constantly
optimizing your site for terms and paid search ads.
3) Don’t ignore your social footprint. Engage with past and
future guests with a plan that allows your brand to be in
front with your message, amenity, and service offering.
4) Leverage technology tools like popups and text
messaging services to enhance guest communication.
5) It cost less to drive direct bookings. Always find ways to
optimize for conversion and build your visibility online.
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41. Q&A
K N O W L E D G E I S P O W E R

42. Visit the rezStream
Education Center
for webinars recordings, past blogs, and
resource guides.
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rezStream.com/Education

43. Thank You
Lyles Armour, Marketing Director
Please forward all questions regarding this webinar to:
• Sales@rezStream.com
• (303) 872-0220
• www.rezStream.com
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