The name given by a manager to his or her hotel is a key decision for the business.It could make or loose a lot of money for the business throughout the years. This is very important; it should be looked at carefully and, if necessary, with professional help, before taking a decision that will affect the marketing plan for ever.
In the last few years, having a good name has become even more important with online marketing and especially search engine marketing: PPC and SEO.
I can think of two reasons that will make the choice of a good hotel name even more important:
- If the hotel owner makes the wrong choice, then changing the name will be a lengthy, painful and costly exercise.
- Maybe this hotel owner has never before promoted his business using internet search engines. This marketing technique is relatively new. However, this minority group will end up doing it as well, and it may well turn up to be one of the main marketing tools for the hotel. It seems to be an unavoidable market trend. Starting off by giving the hotel the right name will avoid unnecessary problems in the future.
What does a hotel name need to have to make the best use of SEO and PPC?
1. – At least one unique and distinctive word.
Some users will search for the name of the hotel. This is the most likely group to book. With a unique and original hotel name, these users won’t have any problem finding your hotel among the first results.
If the name, on the other hand, is a generic word, the hotel won’t be easy to find as it will be lost among the many other results coming up for the same word, having to compete, then, with thousands of other websites.
For instance, the word ámister doesn’t mean anything in any language, it’s is just the unique name of the hotel Ámister in Barcelona. When you type “ámister” into Google, the only results you will get are related to this hotel. It’s perfect. Results of Google when looking for “hotel Ámister”.
If the name of the hotel is a word that means something else, that’s where problems start. Some examples would be Hotel Gran Vía, Hotel Ramblas, Hotel Inglaterra. If the hotel name is something similar to those, users looking for it will have serious problems to find its website. Google will show results for anything containing those words, for instance, all the other hotels in Gran Vía or in the Ramblas. Google results when looking for “hotel gran via”.
Hotel Ámister will have an advantage when advertising through search engines (PPC): It will only have to bid for the word “amister”, that is its unique name. Hotel Gran Vía, on the other hand, will have to bid for Gran Vía for its advertising. These two words carry more meaning and it’s more expensive because the search covers more terms.
2.-All depends on the general strategy.
Besides being original, the name of the hotel could include another word. If the hotel is going to use a special feature as part of their marketing plan to get a competitive advantage, it would be advisable to include this in the name.
This feature could be something related to the area, some important site, the name of the hotel chain or any other characteristic.
A way to choose this other word could be asking if the hotel is going to invest in Adwords campaigns whose only keyword will be this other word.
If the answer is yes, then it’s advisable to include it. If the answer is no, then on the contrary, it’s better not to include it, as it wouldn’t be a good idea to confuse wishful thinking with actual achievable targets. Will the hotel bid for the words Madrid or Barcelona? (It’s so expensive!). If it’s not going to do it, there is no point in including it in the title.