{"id":111668,"date":"2019-04-30T20:00:00","date_gmt":"2019-05-01T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/3-ways-hotels-can-drive-more-bookings-with-localized-content-2\/"},"modified":"2024-12-21T05:52:29","modified_gmt":"2024-12-21T10:52:29","slug":"3-ways-hotels-can-drive-more-bookings-with-localized-content-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/local-search\/3-ways-hotels-can-drive-more-bookings-with-localized-content-2\/","title":{"rendered":"Contenu localis\u00e9 : 3 pratiques dont les h\u00f4tels peuvent tirer parti pour g\u00e9n\u00e9rer plus de r\u00e9servations"},"content":{"rendered":"<p>Le secteur h\u00f4telier est notoirement des plus comp\u00e9titifs, alors que les grandes cha\u00eenes et les petits h\u00f4tels ind\u00e9pendants rivalisent depuis longtemps avec les agences de voyages en ligne (OTA, online travel agencies) et plus r\u00e9cemment avec Google lui-m\u00eame.<\/p>\n<p>Les OTA sont consid\u00e9r\u00e9s comme un fl\u00e9au n\u00e9cessaire pour certains h\u00f4tels qui s\u2019y inscrivent en raison de l\u2019\u00e9norme volume de trafic qu\u2019ils re\u00e7oivent, mais de nombreux petits h\u00f4tels ne peuvent se permettre les frais exig\u00e9s par ces sites. Heureusement, les sp\u00e9cialistes du marketing h\u00f4telier peuvent faire certaines choses pour <a href=\"\/fr-ca\/services\/referencement-organique\/\">cr\u00e9er de la visibilit\u00e9 de source organique<\/a> pour leurs propres sites Web, et g\u00e9n\u00e9rer de l\u2019achalandage et des conversions.<\/p>\n<h2>Parlons de micromoments<\/h2>\n<p>En 2016, Think with Google a publi\u00e9 une \u00e9tude d\u00e9crivant quatre micromoments du processus d\u00e9cisionnel d\u2019un voyageur :<\/p>\n<ul>\n<li>Moments \u00ab je veux partir \u00bb (moments de r\u00eave)<\/li>\n<li>Moments \u00ab il est temps de planifier \u00bb (moments de planification)<\/li>\n<li>Moments \u00ab je r\u00e9serve \u00bb (moments de r\u00e9servation)<\/li>\n<li>Moments \u00ab Je ne peux plus attendre d\u2019y aller \u00bb (moments d\u2019exp\u00e9rience)<\/li>\n<\/ul>\n<p>Les micromoments de voyage commencent lorsque les gens commencent \u00e0 r\u00eaver d\u2019un voyage et continuent tout au long du voyage tant attendu. L\u2019une des principales implications pour les sp\u00e9cialistes du marketing h\u00f4telier est qu\u2019avant m\u00eame que les gens envisagent de se loger, ils explorent des destinations et des id\u00e9es sans projet pr\u00e9cis. \u00c0 ce stade, ils recherchent l\u2019inspiration et <a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-resources\/micro-moments\/micro-moments-travel-customer-journey\/\" target=\"_blank\" rel=\"noopener\">82 % n\u2019ont pas choisi le fournisseur d\u2019h\u00e9bergement chez qui ils souhaitent r\u00e9server<\/a>. C\u2019est l\u00e0 que la cr\u00e9ation d\u2019un excellent contenu local peut diff\u00e9rencier un h\u00f4tel des autres.<\/p>\n<h2>Comment g\u00e9n\u00e9rer davantage de r\u00e9servations d\u2019h\u00f4tels avec un contenu local<\/h2>\n<p>Bien que le prix soit important, les gens prennent les d\u00e9cisions de voyage en se basant davantage sur leur c\u0153ur que sur leur portefeuille : ils choisissent leurs vacances pour des activit\u00e9s et des exp\u00e9riences plut\u00f4t que pour ce qui co\u00fbtera le moins cher. Que ce soit pour les affaires ou les loisirs, les gens choisiront leur h\u00e9bergement en fonction de l\u2019exp\u00e9rience qu\u2019ils souhaitent avoir, plut\u00f4t que l\u2019inverse. Il est donc imp\u00e9ratif que les h\u00f4tels soulignent l\u2019emplacement de la propri\u00e9t\u00e9 et la proximit\u00e9 de certaines des principales attractions de la r\u00e9gion, qu\u2019il s\u2019agisse de plages et de randonn\u00e9es de r\u00eave ou de centres d\u2019affaires et de restaurants.<\/p>\n<ol>\n<li>\n<h3>Montrez votre expertise locale<\/h3>\n<p>D\u00e9montrer une connaissance approfondie de la r\u00e9gion o\u00f9 est situ\u00e9 votre h\u00f4tel est un facteur important pour convaincre les voyageurs que votre \u00e9tablissement est la meilleure option pour r\u00e9pondre \u00e0 leurs besoins.<\/p>\n<p>Selon une \u00e9tude r\u00e9alis\u00e9e par Expedia, <a href=\"https:\/\/info.advertising.expedia.com\/hubfs\/Content_Docs\/Rebrand-2018\/MULTI-NATIONAL%20TRAVEL%20TRENDS-Small.pdf\" target=\"_blank\" rel=\"noopener\">78 % des voyageurs ont d\u00e9clar\u00e9 que des informations provenant de destinations ou de marques de voyages pouvait influer sur leur processus de d\u00e9cision <\/a>. En outre, une \u00e9tude de Google indique que 67 % des voyageurs sont plus susceptibles de r\u00e9server avec une marque de voyage qui fournit des informations pertinentes sur les destinations qui les int\u00e9ressent.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-42137 aligncenter\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/FR-CA-19Q2-Creative-Blog-DAC-Local-Content-for-Hotels-Body-Image-1.jpg\" alt=\"R\u00e9sultats du sondage sur les d\u00e9cisions de voyage d'Expedia\" width=\"860\" height=\"430\" \/><\/p>\n<p>Donc, au minimum, chaque site Web d\u2019h\u00f4tel devrait avoir une page d\u00e9di\u00e9e \u00e0 sa r\u00e9gion. Qu\u2019il s\u2019agisse de \u00ab choses \u00e0 faire \u00bb, de \u00ab lieux \u00e0 explorer \u00bb ou autre chose, il convient de mettre en valeur les principales attractions de la r\u00e9gion afin d\u2019accro\u00eetre la pertinence de votre h\u00f4tel et son association avec la zone g\u00e9ographique. Dressez une liste des meilleurs endroits pour manger, des installations sportives, des cin\u00e9mas, des centres commerciaux et autres points d\u2019int\u00e9r\u00eat de l\u2019endroit. Et ne vous contentez pas de promouvoir les choses les plus populaires \u00e0 faire : n\u2019h\u00e9sitez pas \u00e0 inclure vos propres recommandations, des conseils que seul un habitu\u00e9 de la r\u00e9gion pourrait prodiguer.<\/p>\n<p>Site Web de l\u2019\u00e9tablissement mis \u00e0 part, Instagram et d\u2019autres r\u00e9seaux sociaux offrent aux h\u00f4tels une nouvelle occasion de montrer leur savoir-faire local. Saviez-vous que <a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-resources\/micro-moments\/micro-moments-travel-customer-journey\/\" target=\"_blank\" rel=\"noopener\">54 % des voyageurs d\u2019agr\u00e9ment disent que les photos de destination sont importantes lorsqu\u2019on choisit un endroit o\u00f9 aller <\/a>\u2009? Il n\u2019y a pas de meilleure occasion pour les h\u00f4tels d\u2019aller au-devant des voyageurs au d\u00e9but de leur processus d\u00e9cisionnel que de mettre leur r\u00e9gion en vedette.<\/li>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a38dad14a99c'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6a38dad14a99c');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/fr-ca\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                lang: 'fr-ca',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"Une erreur s'est produite lors de la soumission du formulaire.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\n                    });\n                }\n            }\n        }))\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li>\n<h3>Personnalisez votre contenu<\/h3>\n<p>Pour aller plus loin, vous pouvez proposer des itin\u00e9raires pour diff\u00e9rents types d\u2019invit\u00e9s. Un \u00e9norme <a href=\"https:\/\/www.cmo.com\/features\/articles\/2017\/5\/5\/15-mind-blowing-stats-about-digital-trends-in-travel-hospitality-tlp-ddm.html#gs.4l03up\" target=\"_blank\" rel=\"noopener\">83 % des mill\u00e9nariaux ont d\u00e9clar\u00e9 qu\u2019elles laisseraient les entreprises de voyage suivre leur parcours en ligne si cela leur permettait de vivre une exp\u00e9rience plus personnalis\u00e9e. <\/a>De toute \u00e9vidence, il existe une demande pour un tel niveau de service.<\/p>\n<p>Quel que soit le lieu o\u00f9 se trouve votre h\u00f4tel, il est probable que les gens viendront chez vous pour toutes sortes de raisons. D\u00e9couvrez comment l\u2019 <a href=\"https:\/\/www.portinnkennebunk.com\/itineraries.html\" target=\"_blank\" rel=\"noopener\">h\u00f4tel Port Inn de Kennebunk, dans le Maine<\/a>, a cr\u00e9\u00e9 plusieurs itin\u00e9raires adapt\u00e9s aux diff\u00e9rents types d\u2019invit\u00e9s : familles, couples, amateurs d\u2019histoire, amateurs de plein air, etc.&gt;<\/li>\n<li>\n<h3>Impliquez-vous dans la communaut\u00e9 locale<\/h3>\n<p>L\u2019effet des commentaires sur les r\u00e9servations d\u2019h\u00f4tels est bien \u00e9tabli, des \u00e9tudes ayant montr\u00e9 que <a href=\"https:\/\/www.siteminder.com\/r\/marketing\/hotel-online-reviews\/influence-travellers-reviews-hotel\/\" target=\"_blank\" rel=\"noopener\">96 % des gens jugent les critiques importantes lors de la recherche d\u2019un h\u00f4tel<\/a>. L\u2019un des moyens d\u2019am\u00e9liorer le marketing de bouche \u00e0 oreille de votre h\u00f4tel consiste \u00e0 \u00e9tablir des liens avec la communaut\u00e9 locale. Dans le monde actuel, votre communaut\u00e9 veut vous voir vous engager dans votre localit\u00e9 en vous impliquant et en \u00e9tablissant des relations. Cet effort devrait \u00e9galement avoir pour agr\u00e9able effet de renforcer la r\u00e9putation de votre h\u00f4tel et d\u2019accro\u00eetre le nombre de recommandations.<\/p>\n<p>Si vous exploitez un petit h\u00f4tel, un h\u00f4tel boutique ou que vous choisissez de ne pas figurer sur les sites d\u2019agences en ligne, le fait que des membres de la communaut\u00e9, des propri\u00e9taires d\u2019entreprise et des employ\u00e9s recommandent votre h\u00f4tel \u00e0 d\u2019autres quand ils viennent en ville peut fort bien am\u00e9liorer votre marge de profit. Que ce soit d\u2019organiser un \u00e9v\u00e9nement de charit\u00e9, un cours de cuisine, de rencontrer des personnes \u00e2g\u00e9es, de faire \u0153uvre utile \u00e0 titre b\u00e9n\u00e9vole, de parrainer des \u00e9v\u00e9nements communautaires ou d\u2019assister \u00e0 des activit\u00e9s de r\u00e9seautage, il existe de nombreuses fa\u00e7ons de nouer des relations avec la communaut\u00e9 locale.<\/li>\n<\/ol>\n<p>La cr\u00e9ation de <a href=\"\/services\/content-strategy\/\">contenu local de qualit\u00e9<\/a> est essentielle dans tous les secteurs d\u2019activit\u00e9, mais probablement jamais autant que dans celui du voyage et de l\u2019accueil. Vous voulez d\u2019autres conseils pour aider votre h\u00f4tel \u00e0 gagner en r\u00e9f\u00e9rencement local\u2009? <a href=\"\/fr-ca\/entrez-en-contact\/\">Parlons-en<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le secteur h\u00f4telier est notoirement des plus comp\u00e9titifs, alors que les grandes cha\u00eenes et les petits h\u00f4tels ind\u00e9pendants rivalisent depuis longtemps avec les agences de voyages en ligne (OTA, online travel agencies) et plus r\u00e9cemment avec Google lui-m\u00eame. Les OTA sont consid\u00e9r\u00e9s comme un fl\u00e9au n\u00e9cessaire pour certains h\u00f4tels qui s\u2019y inscrivent en raison de [&hellip;]<\/p>\n","protected":false},"author":66,"featured_media":111649,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2885],"tags":[1548,589,1493,2673],"class_list":["post-111668","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-search","tag-content-marketing-2-2","tag-content-strategy","tag-hotel-marketing-3","tag-local-content-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Contenu localis\u00e9 : 3 pratiques dont les h\u00f4tels peuvent tirer parti pour g\u00e9n\u00e9rer plus de r\u00e9servations | DAC<\/title>\n<meta name=\"description\" content=\"Les agences de voyages en ligne facturent des frais prohibitifs, mais les marketeurs h\u00f4teliers peuvent cr\u00e9er de la visibilit\u00e9 de source organique pour leurs propres sites et g\u00e9n\u00e9rer des conversions. Voici comment.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/local-search\/3-ways-hotels-can-drive-more-bookings-with-localized-content-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Contenu localis\u00e9 : 3 pratiques dont les h\u00f4tels peuvent tirer parti pour g\u00e9n\u00e9rer plus de r\u00e9servations | DAC\" \/>\n<meta property=\"og:description\" content=\"Les agences de voyages en ligne facturent des frais prohibitifs, mais les marketeurs h\u00f4teliers peuvent cr\u00e9er de la visibilit\u00e9 de source organique pour leurs propres sites et g\u00e9n\u00e9rer des conversions. 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