For many tourists, planning a trip begins online. From searching for a hotel and checking reviews to making a booking, a hotel’s digital presence often shapes a visitor’s first impression. However, a three-month nationwide digital readiness programme found that many three-star hotels in Bhutan are struggling to manage their digital platforms, limiting their ability to reach more visitors and attract bookings online.
Sharing the findings following the programme, officials said many hotels did not have full control over their Google listings, social media accounts, and online travel agency profiles. In some cases, these accounts were created by former employees or outside agencies, leaving hotel owners with limited access.
“If they have not claimed their Google listing, they cannot respond to reviews or update their information. When someone searches for a hotel online, and there are no recent reviews, responses, or updated photos, the hotel is less likely to appear prominently on Google,” said Dechen Tshomo, Founder, Vend Solutions.
“If someone wants to travel to Bumthang and searches for a hotel online, they may not find proper information. Even if they call, the contact number may not be updated, and sometimes hotels do not respond to enquiries made through Facebook,” said Ugyen Dorji, Board Director, Hotel and Restaurant Association of Bhutan.
Similarly, 83 per cent of the participating hotels had websites, but many were outdated and not regularly maintained. Some hotels were still using personal email accounts to manage bookings.
Against this backdrop, owners and managers of 184 Department of Tourism-certified three-star hotels were trained in digital marketing, information technology readiness, and standard operating procedures.
Overall, the programme helped create 46 Instagram pages and eight Facebook pages. It also optimised 163 Google business profiles and registered 47 hotels on major online travel platforms.
“On Google listings, we helped hotels claim their profiles and trained them on how to optimise them. This includes updating information, uploading appropriate photos, and responding to reviews on Google, TripAdvisor, and other platforms,” said Somita Rai, Sales and Marketing Manager, aBit Private Limited.
The Hotel and Restaurant Association of Bhutan, in collaboration with aBit Private Limited and Vend Solutions Bhutan, organised the programme with funding from the Tourism Department.
As more travellers rely on digital platforms to plan their journeys, participants say being visible online is no longer enough. Hotels must also be able to manage and maintain their digital presence to remain competitive.
Kinley Bidha
Edited by Sonam Pem
