In the Words of Chesapeake

Optimizing Voice Search For Your Hotel

Optimizing Voice Search For Your Hotel

April 18, 2019

What Voice Search Means For The Future Of Hotels

This era of voice operated technology is influencing the way people book flights and accommodations. It’s hard to imagine the lack of screens, as consumers rely on imagery before settling on their destination holiday. However, with the development of digital assistant technologies such as Apple’s Siri, Amazon’s Alexa, Microsoft’s Cortana, and Google’s Assistant, more people are starting to ask verbally for what they seek via voice search.

According to recent statistics from Microsoft’s Bing Ads, the number of people using their digital assistant, Cortana, finding flights by voice search saw a 277% year-on-year increase. Google also reported that 20% of its mobile queries are now activated through voice, and the overall use of digital assistants and voice search has risen over 40% in the past year. Should hoteliers choose to ignore this new trend and do nothing in terms of web optimization, OTAs and metasearch, it could pose a problem in the very near future.

 

How To Prepare Your Website For Voice Search

Build Your Website’s FAQ: Developing FAQ pages and building website content that answers common queries about your hotel, the local area directions to/from main transport hubs, as well as questions around hotel services and amenities, significantly changes your footprint on web search. Allow your team to optimize your content to appear in user-friendly voice search formats.

  • Conversational Language: Since screens are alleviated in the voice search process, consumers are likely to utilize conversational methods of searching instead of short phrases. Before crafting any piece of digital content, hotel marketers should compile a list of common queries asked via web chat, hotel reception or social media. While “what” and “who” questions signal that the consumer is in the research phase, “where” questions indicate the consumer is almost ready to buy.
  • Ensure All Amenities Are Up-to-date : While last minute bookings are evidently the biggest part of the business, this will increase phenomenally with the inclusion of voice search technology. This relates to how quickly consumers are expecting to make decisions. Voice searches offer the “in the moment” experience and bookings have become more instant. Expect to see travel shoppers searching for an available room while they are literally standing outside your property. For this reason, you’ll need to make sure your room inventory is kept up-to-date as well as all services that are offered along with current deals, across all third-party booking channels.
  • Localize Your Content : Mobile users are always on the go and it’s vital to have your local information documented and optimized for voice search. Your first port of call should be to claim your Google My Business listing. You can also increase your bookings by optimizing your website content for important location-based keywords such as landmarks around your property and phrases people use to describe your neighborhood/area.

 

These are just a few things to start thinking about to prepare your hotel for the inevitable uptick in voice searches. By being well prepared, you’ll be able to better service travel shoppers using their smartphones and voice assistants to search for hotels, while your competitors scramble to catch up.