In this competitive digital age, it is crucial to stay ahead of the curve & know the latest hotel marketing strategies to survive in this competitive niche. Your business could suffer a lot if you don’t adapt to these new trends which would leave you in danger of falling behind! Whether you own a chain of hotels or even a popular boutique hotel- it’s important to be aware of current marketing trends and how your business can massively benefit from adopting or even creating such trends. A fact to be told, it doesn’t matter to which industry you belong, you’ll need a direct or indirect marketing strategy! The reason is quite simple- we see new brands and companies every day and we come to know about them via internet! With ever increasing cut-throat competition, every company want to rank on Google and to achieve this they have a marketing team that maybe in-house or outsourced to a 3rd party!
For hotels to attain better marketing strategies is not always easy. Many marketing firms try their best to sell you their service so that you can easily implement the latest marketing tactics in your hotel. They will often neglect to explain the steps involved or why each step is important to the positive outcome you are working toward as a company. But, let’s face it, creating your own marketing plan is time-consuming and draining, but it’s mandatory!
The hospitality industry is known as a difficult industry to succeed in. The reason why the industry in general is so hard to thrive in is that the people who judge it are generally using some of their free time and disposable income to engage in what they hope will be a pleasurable activity. Thus, they can be rather unforgiving when it does not meet their standards, and simply leave in the middle! The key to success is to understand what makes the industry tick and thrive, and create effective strategies with this information.
Marketing for hotels has become increasingly complex. Now, every hotel managers need not to only service guests, manage rooms, availabilities and pricing, but now are also expected to compete for guests in new channels and digital communities that emerge every day. Hence, many hotel managers are asking themselves how can they improve their brand online while still having enough time to run their business. In this blog, we will see why marketing is the crux of the matter for hospitality industry and how a hotel can market themselves better in this competitive niche.
Pillars of Hotel Marketing
Customers choose hotels and other hospitality services for a wide range of reasons. The role of marketers is to recognize what factors make customers choose a specific hospitality service, and this requires extensive research. By interacting with current and former guests, taking customer reviews on websites, reviewing industry data and more, helps the professionals to learn about what actually customer needs.
Brand awareness is very important to attract customers. If potential customers don’t know about a service, they can’t purchase it. Marketers make sure that information on hotels, resorts and restaurants is simple to find and always up-to-date. They can achieve this by doing advertisements on relevant travel sites and collaborating with other, noncompeting hospitality services in the same market.
Another elegant strategy for attracting customers is to do promotions during certain times of the year, typically when business is slower. Offering incentives is one of the most prominent ways to achieve this and grab the market. Promotions are a never ending process.
Good customer relationships are vital to ensure repeat business. With Trilyo, you can learn innumerable ways to maintain the best relationships with your guests and one of them is through guest loyalty programs.
The best way to embark your journey in the hotel marketing is with the right kind of education! Because marketing plays such an important role in the industry, it is important to choose a program that provides a strong background of business and marketing courses.
Importance of Marketing for Hotels
The hospitality industry is a multi-billion dollar industry that encompasses hotels, restaurants, cinemas, amusement parks and transportation. One of the first things an entrepreneur venturing into this industry should do, is carry out diligent research on the segment they wish to enter.
Maintaining a focus on the customer is extremely important if you want to achieve success, since customers are at the very heart of this industry. Marketing campaigns should be conducted to promote the product or service you aim to provide, targeted at a clear group of individuals who can be expected to discern the value to be added from the intended product or service. Beyond this, how the establishment treats its customers once they come is crucial. Thus, reliability and quality of service have to be top-notch. To achieve this, product quality and employee welfare must be given due attention.
Marketing campaigns will however not work on their own, if the product on offer is not of good enough quality, is not engaging enough or innovative enough. Getting this part right will go a long way towards creating a strong foundation from which to build the business. Often, a good product can itself create enough buzz that will see the establishment generate impressive new business, while maintaining healthy levels of returning business.
When it comes to quality of service, you must be ready to invest in good employees. This is because the hospitality industry is customer facing, so the people who meet them must be properly trained and motivated. Many customers can attest that, at times, the reason they go back to a restaurant or hotel would be the excellent and courteous service they received there.
Don’t forget about supplemental facilities. Adding things that can make customers’ and clients’ life easier during their visit means a lot more than you might imagine.
Types of Marketing for Hotels
Customer Insight Marketing:
This point overlaps with customer service, however this doesn’t make it any less important – in fact it could make it more-so. Whether a hospitality establishment is successful or not can depend entirely on customer perception – if they find fault with anything, they will shout it from the rooftops…metaphorically speaking. Therefore, it’s exceptionally important to gauge who your customers are, what they want and how you, as a business, can improve.
Customer insight marketing can be simple to implement; simply by asking your guests to fill in a quick survey, or even fill in a guest book if you want something a little more old-school and personal, you can have a positive effect. Customers like to feel important, and like to know their opinions matter – which they do! If your customers don’t like your establishment, you won’t have a business for much longer. You’ve probably heard it before, and I feel a little bit cheesy mentioning it but…the customer is key!
Email and Content Marketing:
You may be thinking that this is a little outdated, however, email marketing is still hugely effective – so long as you’re not bombarding customers with them daily. Emailing marketing campaigns are a fantastic way to remind customers of your existence, especially during low-season. Here you can highlight special offers, special events or awards that you’ve won. Research also shows that some customers much prefer a direct mail offering. This is a great method of communication and can often be partnered with an email campaign. The key thing to remember is to ensure your data is well looked after. Your data is your main tool for success when it comes to any form of campaign.
Make your website even more engaging by having a blog: this is an excellent way to give your business a ‘personality’, so to speak, and be more than another faceless enterprise. TV advertising is expensive, so a blog, together with excellent branding, is definitely a more affordable alternative that you can get involved with! Of course, it doesn’t just have to end with digital methods of marketing; direct marketing with leaflets and promotional gifts can also be hugely beneficial, however you must ensure that they look professional and represent your business effectively.
When it comes to marketing in the hospitality industry, remember the customer is what matters – you need to cater to what they want and the above methods are an excellent way to gain insight. Keep your customers returning and welcome them back when they do – with effective marketing strategies you’re one step closer to business success!
To reach a client, it’s necessary that your hotel has a good website and to take into account a very powerful tool: SEO. It’s one of the most robust tools for driving traffic to the website. Its strong point is that after its initial implementation, it continues to generate revenue and its results last throughout time.
So, now you know the importance of marketing for the hospitality industry! Download this FREE and exclusive eBook on The Dummies Guide To Hotel Digital Marketing Strategies and know which marketing tactics are the best for you! In this eBook, we have discussed the latest & upcoming marketing strategies with real-life examples and the hacks to attain better direct bookings via utilizing different channels and platforms.