Let us look at a case study of inbound marketing in the hospital industry where we are trying to learn According to a research by Never mind marketing 1% of online booking were quoted in 2000 way and now 50% of hotel bookings are made online in by 2010. And by now, the rate has even more people's customers are savvy about the online booking. They read reviews on TripAdvisor they review on booking.com did a review on agoda or everywhere else and then they made a decision on booking is a new travel agent coming on every single year there's a new travel agent and some travel agents are shutting down. But some are getting to stand where they are like TripAdvisor, booking.com, Expedia, they're all pillar of the travel agency, where they are seeing every time the every year there is a growth in The travel bookings travel numbers is not only the otas are trying to increase their share, actually the consumer the consumer base is also increasing.

So travel agencies are also shifting, they're on to the online platforms, basically like a dog or Expedia. So let's see in this digital age, so travelers obviously can book everything, almost everything online, including flies, and they are looking for faster booking. Make that so of course, if you want to go for a trade, you can book a flight, your portals, your taxi, and your means everything you can book online right now everything is very easy, easier than ever. So means travel. travelers are actually finding the birth and so this is before they are coming to the country. So If you are trying to focus on marketing or media within the country itself not on online not by content, then because they already have spent money so they are you are unlikely you're unlikely to be able to attract them via billboards, wire radio by TV, which are more localized.

So you need to be able to attract those customers before they made a decision while they are planning their decision because these platforms are all offering them ability to book their exceed their quota say to be applied to their needs for their attractions, all at the end of their applications. By when they are planning it out immediately. So if you are not there at the time of their planning, they are your friend is not there. You will lose the customers they will go somewhere else because they have already made their decision. 85% of the customer research are too The search engine so it means you don't have to be perfect with your SEO you need to be have a very good website friendly, user friendly website 62% of the information come from comments and reviews by so if you're not asking your customers about your own feedback that their feedback about your property and more importantly, even if you get a negative feedback, you need to be able to answer those reviews so that customers can get both views.

The other two other customer feedback and also your own response to those feedbacks, how you handle the customer complaints that will give them a confidence that their hotel or the business is taking care of their customers, their feelings, their opinions. 49% of the production guests read online reviews of the hotel, they clearly suggest that the importance of opting for modern marketing techniques such as inbound marketing, so you have to do all this of inbound marketing, inbound marketing not only create content, it's also trying to either build a trust among the process among the prospects so that they can really trust your brand really feel comfortable about booking your hotel or your products and services. And you also have to give the relevant information and valuable information of course, and nowadays customers and troubles, they really love to see the previous experience and fevers and reviews the use to trust those reviews and inbound marketing.

This inbound marketing strategy is any books or tools to improve visibility online, convert the leads into customer easily and also allow the authors to maintain the interests of potential and existing customers. So like travels nowaday when they make the one they do booking, they really love to observe and land, the previous customer experience traveler experiences and their journey. And then they go into website and read reviews and be trying to make the buying decision. So it's really important for you to put in all the relevant information and true information, and then be able information for who your target audience on your page is also very interesting to nowadays in the trend that most of the hotels, they don't want to put the customer reviews on their website. The reason is because they feel like Oh, if we see a bad experience, then the customer will read the bad experience and leave the website immediately.

But what they don't understand is that the information is flowing from everywhere. To the customer, if you don't put on your own channels, nevermind they will find it on the Facebook they will find it on the TripAdvisor you cannot ignore the customers feedback. Even if you put it on your when you put it on your website or you don't put it in your website, potential customers because they are very diligent. Now they are searching many places, they are not only searching on TripAdvisor or Google or going to your website directly, they go on every place. So and customer they want to give us feedback are also going on different different channels. So even if you have a bad customer review, don't worry about it.

If you can fix it, try to fix it immediately and put the update on that particular feedback wherever that customer has put up the feedback. Because if you don't do that, the customer will read only the negative version, not your own part of the story which may be giving them giving you a chance to justify the all up To gain the trust of the customers