Accommodation marketing spring clean checklist

Spring is nature's reminder that everything works in cycles. You wouldn’t let dust settle in your guest rooms, so make sure your accommodation’s promotions, communications and rates are up to date and spick and span.

A thorough marketing spring clean can boost guest bookings at your property and set you up for success throughout the season. That’s why we’ve created a checklist to help you brush away the digital cobwebs, polish your guest communications, and fine-tune every touchpoint to prepare them to convert browsers into bookers.

Time to roll up your sleeves and get your accommodation marketing strategy humming – here’s how!

Set up promo codes for spring marketing campaigns:

Consider using Seekom’s promo codes feature to create targeted discounts over limited periods to draw guests out of hibernation. Use different codes for last-minute deals or limited time special offers so you can track which marketing approaches are working best.

Create a campaign to target previous guests:

Often your warmest leads are people who have enjoyed your hospitality in the past. Why not cast some promotional codes out into your pool of historic guests by email (using MailChimp or your email marketing system of choice) or text with ‘welcome back – we’ve missed you’ offers to reel them back in.

Spruce up your guest communications:

Review all your guest SMS messages (texts) and email templates in Seekom to ensure they accurately represent your services, match your brand design and speak in your authentic voice. Spring’s also a great time to make sure that contact details, Wi-Fi passwords, local-attraction information and check-in procedures are all current and correct at your place.

Freshen up booking-screen information

Review any online booking screens you have set up on your website via Seekom to ensure all room descriptions are accurate, attractive and consistent in style. Check that amenity lists are complete and unique selling points are highlighted, especially if you’ve recently done some renovations. Finally, make sure photos showcase your property in the best possible light – literally. Dimly lit or outdated images could cost you bookings.

Overhaul upsells:

Audit your list of optional extras like breakfast, luxury upgrades, equipment hire, tours and early check-in or late check-out. Seekom’s online booking screens let you make these available for guests to book before they arrive, so make sure they have exciting descriptions and interesting images to make them more attractive.

Add charity-donation opportunities to the check-in process:

Guests increasingly value the opportunity to contribute positively to destinations they visit, so consider facilitating ‘give back’ opportunities. This is easy using Seekom’s online booking screens – charity contributions can be set up as an optional extra for guests when they book a room online on your website. Read about our Trees That Count partnership for inspiration, or consider adding other environmental or charity options you and your guests care about.

Set up SeekomPay:

Get onboard with our integrated payment solution and save time and money while providing guests with a seamless payment experience. Join scores of Seekom clients who are enjoying the peace of mind of full PCI compliance and safe credit card storage, plus the convenience of next-day depositing of payments.

Review your room rates:

Make your room rate structure sparkle by updating legacy seasonal rates, expired promotions or anything that doesn’t support your current profit strategy.

Leverage dynamic pricing:

Maximise revenue and automatically adjust room rates based on demand by adding dynamic pricing to your Seekom plan. Check your minimum and maximum rates make sense, any planned seasonal adjustments are programmed in, and special event periods are captured – make your system work smarter, not harder.

Channel-manager cleanup and OTA optimisation:

Review your channel manager set up and online travel agency presence to make sure your property appears on channels that connect with your target demographic. Remember to explore Seekom's Premium OTA features that can give you competitive advantages over other properties in your area, by offering more than 70 extra OTA options including listing options on global distribution systems (GDS) used by travel agents and corporate travel bookers.

Enable Xero integration:

Streamline your accounting system by making sure Seekom and Xero are on the same page – save time, eliminate double-handling and reduce administration overheads.

Create a new website:

Want to spring clean your website so it shines at converting lookers into bookers? Seekom offers comprehensive website design, SEO and support services to take care of all that head-scratchy techy stuff so you don’t have to.

Start with the items that will have the biggest immediate impact on your bookings, then work through the rest of the checklist systematically. Most importantly, schedule a regular review process – ideally quarterly – to ensure your marketing stays fresh and effective all year round.

Your guests will notice the difference, your bookings will reflect the improvements, and you'll have more time to focus on what you do best: crafting unforgettable experiences for your guests.

Note: Something you may not know is that we also build websites. Many of our customers have Seekom-built, self managed websites with full control, backed by our expert setup and support. If you’re interested in finding out more, please get in touch.

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Why EEAT Standards Matter to Your Motel, Hotel, or Campground

A Simple Guide

Running a motel, hotel, or campground in today’s world means you’re not just managing your property—you’re also navigating the online landscape. With so many travellers relying on Google to find their next stay, how your business shows up in search results can have a big impact. That's where Google’s EEAT standards come into play. These standards help make sure your website doesn’t just get seen but is also trusted by potential guests.

In this post, we’ll break down what EEAT means and why it matters to your business. We’ll also show you how using these standards can help you create content that connects with your customers and ultimately drives more bookings.

What are EEAT Standards?

EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These are the key factors Google considers when deciding how to rank websites. In simple terms, the better your website content meets these standards, the higher it could appear in search results.

Let’s break it down:

1. Experience

Does your content demonstrate that you have firsthand experience in the subject you’re talking about? For motels, hotels, or campgrounds, this could mean showcasing your personal knowledge of hospitality, guest care, or location-specific advice.

2. Expertise

Are you a knowledgeable authority in your field? For example, if you run a campground, content that reflects your deep understanding of the local area, camping tips, or eco-friendly practices can show your expertise.

3. Authoritativeness

Do others see you as a reliable source? Reviews, testimonials, partnerships with trusted travel websites, and mentions from well-known sources can establish your authority.

4. Trustworthiness

Can customers trust the information you’re providing? Honest reviews, clear policies, secure transactions, and up-to-date contact information build trust with your audience and with Google.

Why EEAT is Important for Your Business?

So, why should motels, hotels, and campgrounds care about EEAT standards? Simply put, it helps you get noticed online. By adhering to these guidelines, your website is more likely to rank higher on Google, which means more potential guests will see your business when they search for accommodation.

Key Benefits:

1. Better Search Engine Rankings

The higher your website ranks in search results, the more traffic it can receive. EEAT content helps Google recognise your website as a credible source, boosting its visibility.

2. Increased Bookings

When potential guests find you quickly and trust your website, they are more likely to make a booking. Trustworthiness and expertise in your content encourage them to choose your property.

3. Stronger Brand Reputation

Content that reflects experience and expertise builds a positive image for your motel, hotel, or campground. It positions your business as knowledgeable and reliable, which can lead to more word-of-mouth referrals and returning customers.

4. Customer Trust

In the short term rental industry, trust is everything. Guests need to know they are booking with a reliable business. By focusing on transparency and authority in your content, you make it easier for customers to trust you before they even step through the door.

How to Use EEAT to Build Great Content

Creating content that follows EEAT principles is not as complicated as it sounds.

Here are a few practical steps:

1. Share Your Experience

Write blog posts, guides, or videos sharing personal experiences that relate to your property. For example, talk about the best local attractions or how your team goes the extra mile to ensure guest comfort.

2. Showcase Your Expertise

Provide tips or advice that shows you know your field. If you run a campground, write about the best camping gear, local wildlife, or safety tips. If you manage a hotel, highlight your experience with managing guest services, cleanliness, or luxury amenities.

3. Gain Authoritative Links and Reviews

Encourage guests to leave positive reviews on trusted sites like TripAdvisor or Google Reviews. Partner with local tourism boards or collaborate with travel bloggers to get mentions and backlinks to your website.

4. Be Transparent and Honest

Clearly list your prices, policies, and contact details. Make it easy for visitors to find everything they need and feel secure when booking with you.

Conclusion

Incorporating EEAT standards into your online content may seem like an extra step, but it’s a powerful way to boost your business. Whether you’re running a small motel, a bustling hotel, or a serene campground, aligning your website with Google’s EEAT principles can bring long-term benefits—more bookings, better reputation, and increased visibility.

So, take some time to ensure your online content reflects your experience, expertise, authority, and trustworthiness. In the digital age, this small investment in your content can pay off in a big way!

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