This document provides tips and recommendations for improving the website and online presence of Saladero Ecolodge in Costa Rica. It suggests focusing marketing efforts on birdwatchers, wildlife photographers, honeymooners and other target markets. The document outlines specific actions to enhance the website such as using responsive templates, adding booking functions, analytics, and a content management system. It also recommends prioritizing search engine optimization through keywords, links, and sharing content on social media and Google platforms. The overall goal is to attract more sustainable tourism by better positioning the unique qualities and activities of the lodge online.

1. Become Hopinoer
Spread the awareness, get together and act for a responsible tourism.
Hopineo for Saladero Ecolodge, Costa Rica- November 2014

2. Become Hopinoer 2
1. Tips for a Great Website 2. Clear and Detailed Menu
3. Attractive Homepage 4. Work on the SEO*
*Search Engine Optimization = Google Ranking

3. Become Hopinoer 3
? Your Current
Market Share
Potential of Growth
You’re working already well with this market segment, but there
is still some potential for further growth, continue to work on it.
You’re already working so well with these market segments
that you could not really do much more to develop it further.
There is a great potential to develop, but you need to work on it,
are you indeed interesting and willing to go for it?
Low potential for your hotel, you should not loose your time
targeting these market segments.
 European Bird-Watchers
 Wildlife Photographers
 Honeymooners
 Costa Rican Families in low season
 Costa Rican International Residents
 Local Adventure Agencies
 Big Tour Operators and Travel Agencies
 Bag packers
Before to start your website restructuration, ask yourself the following questions :
→ What makes your hotel so special and unique (market positioning) ?
→ Which kind of travelers do you want to attract (market segments) ?
→ Which kind of information will they be looking for (market expectations) ?
 North American Nature-Lovers
 2nd Timers for Long-Stays

4. Become Hopinoer 4
:
 Responsive template: for an optimal viewing experience on smartphones, tablets…
 Quick navigation and no broken links.
 Booking button to allow guests to check rates and availability quickly and easily.
 Web analytics to track your performance: Google analytics for example.
 A good content management system like WordPress, to manage yourself your website.
:
 A great set of professional pictures.
 Refine design: simple & light design which transcribes at a glance your hotel positionning.
 Clear and user-friendly menu: detailed & efficient.
 Tell stories on your blog and work on the SEO of each article with pertinent additional keywords.
 Multilingual content in your target multilingual emitting markets.

5. Become Hopinoer 5

6. Become Hopinoer 6
Golfo Dulce & Piedras Blancas National Park
South-Pacific Costa Rica
Off the beaten track beach, mangrove and primary rainforest,
a whole sustainable tropical fjord experience awaiting you…
→ Lodging
→ Meals
→ Activities Included
→ Activities Optional
→ National Park
→ Relax
Birdwatching CouplesScientistsPhotography Groups
→ Meet Susan & Harvey
→ Sustainability
→ Location
→ Rates & Packages
→ Contact
Fishing Families

7. Become Hopinoer 7

8. Become Hopinoer 8
Page 1 & 2 : Page 3 & 4 :

9. Become Hopinoer 9

10. Become Hopinoer 10
Work well the SEO of each page of your website to enhance their Google Ranking when future potential guests
are going to search for specific keywords in their own language. Here a few basic guidelines to keep in mind :
 Choose a unique hotel and website domain name.
 Use Google AdWords to select keywords with high search and low competition.
 Check for each google domain of your main emitting markets.
 On WordPress : use the “SEO by Yoast” plug-in.
 Integrate them smoothly into hyperlink, headline, subheads and introduction.
 Link well your pages with each others : good for internal SEO and for keeping people on your site.
 Generate unique and pertinent content: write a blog even better. NEVER publish duplicated contant.
 Share the content generated on social medal (Google + Page very recommended)
 If it is not already done, link your business to google map: http://www.google.com/business/
 Track your resultats and adjust your actions using Google Analytics.
–

11. Become Hopinoer 11
Contact :
Florie Thielin
floriethielin@gmail.com
www.hopineo.org
www.thehospitalitytour.com
www.facebook.com/thehospitalitytour
This document was elaborated for Saladero Ecolodge, Golfo Dulce, Costa Rica,
in a serie of works and studies allowing tourism professional to make their activity more sustainable.
What is missing? Which improvments could be done?
Please, feel to free to share with us your feedback to continue
building together a better future for Hopineo, its partners, and more globally
for a more responsible tourism.
« The recognition of tourism as an economic powerhouse and contributor to all three pillars of sustainable
development – economic, environmental and social – underlined the enduring relevance of UNWTO’s mission to
promote responsible, sustainable and universally accessible tourism. »
World Tourism Organization, 2013