5 Google Analytics Metrics for Improving Guest Knowledge

The primary and secondary sources of information become a necessary reinforcement for a consistent planning and according to the reality that happens in our hotels.

Both our hotel’s website and the CRM of the accommodation are the main sources of information linked to the interaction with the client. It is direct and accessible information that can be used to articulate customer profiles that allow us to structure more efficient strategies.

A key tool in the online presence of any website is the web analytics tool that is used in your daily life. In most cases, and given its universality in use, Google Analytics is usually one of the most widely used. We can say that the information we collect in Google Analytics is a fairly accurate “picture” of the evolution of different relevant factors such as web traffic, the type of user who is visiting the website and their activity while browsing our site.

The use of this tool allows us to answer a wide range of questions through the Audiences section of the Google Analytics account on your hosting website. Below are 5 details that will help you to get to know your accommodation’s potential customers better:

• Where do visitors to your website come from?

In the section Audience>Demographic Data you can find the different countries of origin of the users of your website. By clicking on the different countries you can even find out the exact cities from which you are receiving visitors.

• What is the age of your website visitors?

The section Audience>Demographic Data allows you to identify the age and sex of the users of the website. In this way we will be able to diversify and limit the offer by age interest or focus our campaigns on a certain sex for which we are more interesting at the product level.

• What are the interests and preferences of my users?

In relation to the use made of the Internet it is possible to identify the tastes and preferences of our users. In the Audience>Interests section you can identify the direct relationship between the product we are distributing and the tastes of your users. This information is important in order to understand which elements can generate greater user engagement at the capture level.

• What means are used to visit your website?

The concept of distribution under multi-channel strategies has its maximum exponent in this question. This makes it possible to know the technology they use as well as their respective browser to visit the web and even the type of device. This information is also accessible from the section on Audiences>Technology or Audiences>Mobile.

• What is the recurrence of the potential user’s visit? 

In order to know the potential of attraction for new visitors as well as for the recurrence of those who already know us, there is something that may interest us. In the section of Audiences>Behavior you can analyze who of the users visit the web for the first time or if, on the contrary, they are recurrent visitors. In this way we can have relevant data that can be directly related to web traffic and is focused on a key factor such as loyalty.

After gathering this information we can get a very interesting insight into the typical user profile of our website. Extrapolating this information to demand segments can be a very objective reflection on which to work – do these segments match the content or pricing strategy you are working with in your hosting? We need to be aware that it is for “him/her” for those of us who work online. Our ability to meet your needs will be one of the most important keys to successful accommodation.