HDS

Direct bookings from a hotel's own website

Working out of Faro, Portugal, Hotel Digital Strategy, which trades as HDS, works only with hotels and tourism businesses on digital marketing. Its central aim is to increase the direct bookings a hotel receives through its own website, so that the property depends less on intermediaries and third parties. Every booking that arrives directly is a step toward that independence, and the agency frames its work around that point.

An integrated strategy for each property

HDS builds an integrated digital marketing strategy for each hotel. The work starts by identifying segments and target markets, anticipating the searches that guests will make, and selecting the communication and media channels most likely to reach them. The plan of action is drawn up together with the client, because the agency says each hotel has its own needs, goals and features.

Relationship marketing for repeat guests

A second strand is relationship marketing, which aims to build a lasting bond with guests so that their value grows over the medium to long term. The agency cites a statistic that winning a new customer usually costs several times more than keeping an existing one, and it presents loyalty as the reason to invest in repeat visitors.

Articles on online reviews and reputation

The agency publishes articles on handling online reviews, a subject it returns to in a series of three pieces. Reviews matter to a hotel because prospective guests read them before they book, so the articles treat the handling of reviews as part of the wider digital presence the agency is paid to build.

Hotels, resorts and Algarve properties

The agency serves hotels and resorts, specialising in digital marketing for the hotel and tourism trade. It has built a presentation with success stories, and those stories include properties in the Algarve, which the agency uses to show what a client can expect from a campaign that aims at direct reservations and customer loyalty.