In this post we explain how we position our clients' websites within a microniche without damaging the overall image of the hotel.
Microniches are specific topics that interest a very specific target audience. Many hotels benefit from a micro-niche that brings them the same type of customers year after year. Examples of microniches would be customers in search of the perfect wave, birdwatchers or mountain bikers.
Normally, 95% of the traffic on hotel websites comes from searches carried out by the name of the hotel. In these searches, the customer is already familiar with the hotel, having discovered the hotel on booking portals such as booking.com. These visits account for almost 100% of bookings, because these users want to make a reservation at that very moment.
On the other hand, the traffic that the hotel gets through its positioning in a micro-niche is usually from people who are not interested in booking at that very moment, although they may consider doing so at a later date. For this connection to work, the hotel's website has to represent the microniche without scaring off other customers who, for example, are not interested in scuba diving or wine tasting.
When creating a hotel website, it is important to be clear that the most important thing is to optimise the conversion of users who access through the name of the hotel, and as a secondary objective, the microniche that you want to reach. The first thing the client has to see is the hotel and its presentation.
In our experience, the microniche is a source of traffic, not bookings. Therefore, the best way to combine the niche with the hotel is through small winks such as banners, sliders on the homepage that are discreet, customer reviews that mention the theme or in the culture section. For it to work properly, the links that appear on the microniche on the homepage must lead to an internal page of the hotel's website. This inner page will talk in depth about the topic, and it is the page that we have to position by promoting the hotel's relationship with the activity. If you have a blog section, this is the perfect place to focus on the microniche.
If the hotel collaborates with a third party, this is where you can add an external link that leads to the collaborator's page, although we do not recommend it, as what you want is for the client to stay on the website and make a reservation, not to leave the website to visit another one.
If you are interested in making your website stand out within a microniche, do not hesitate to contact us.
