When it comes to the hospitality industry in 2017, what is the overarching theme? Disruption. Experts predict healthy bookings across both leisure and business segments — but those gains do not come without significant challenges. Shifts in the economy, technology, and consumer tastes create a whirlwind of change, but they also carry with them tremendous potential for professionals in this field. With hotel digital marketing, your brand can capitalize on this opportunity.
From Disruption to Success: Leveraging the Power of Digital Marketing
According to industry-leading consulting and advisory firm Deloitte, “the winners [in the hospitality industry] will likely be those most responsive to change.” Responsiveness is one of the key defining factors of digital marketing; its strategies empower brands to flex and adapt to ever-shifting marketplace and consumer trends.
The first step is to realize that digital marketing is not a linear path. If we think of it in terms of travel, it’s not one A-to-B avenue. Rather, it is more akin to a series of interconnected routes which converge at your destination: success. Integrating a number of tactics across channels is essential for a strong, and effective, strategy. To this end:
This is 360 seconds to engage, entice, educate, and convert. Optimize your website with carefully targeted keywords, images, video, and details regarding accommodations, rates, nearby attractions, and other key details. Enlisting the help of an experienced hospitality and hotel marketing agency can help you capitalize on this opportunity.
The key is to maintain a healthy mix of direct (e.g. your website) and indirect (e.g. OTA) channels: in other words, don’t put all your eggs in one basket. OTAs can assist you in markets where you do not have the reach or at times of year in which business is slower. Look at your OTA contracts and how you can realize more favorable results.
And do not forget to tailor your message to your target audience. For example, are you catering to an upscale, luxury market? A casual couple-oriented segment? Families? Talk to them; add value that meets their needs.
Post relevant content, such as top 10s (e.g. items to pack, places to dine, hotspots to hit), info on your locale, travel tips, in-the-know advice (make tourists feel like locals), etc. Advertise specials, highlight fun events in town, encourage reviews and images from actual guests, and otherwise engage customers. Draw them to your site for a booking, and remember to use appropriate hashtags, links to your website, links to promotions, etc.
About one-third of business travelers post reviews on social networks; this is an opportunity to build your brand and satisfy customer needs.
In the highly competitive travel world, digital hotel marketing empowers your brand to stand above the rest of the crowd. Employ tried and true techniques to ensure your business responds with agility — and for optimal results.