The tourism and hospitality industry is competitive, everchanging and busy. Businesses like hotels have to put extra care into their marketing to ensure they stand out from the crowd.
Whether you’re a boutique hotel looking to increase bookings or a large chain aiming to improve brand recognition, you need an action plan to help achieve your goals.
And, with travellers increasingly using online services to find and book their trips, your digital marketing counts more than ever.
The evolution of hotel marketing
The hotel industry has undergone significant transformation in recent years, driven by technological advancements and changing consumer preferences. Digital technologies have revolutionised the way hotels interact with guests, from online booking platforms to social media marketing. Additionally, the increasing importance of personalised experiences has led hotels to focus on tailoring their offerings to individual guest needs and preferences.
Plus, the rise of social media and influencer marketing has also had a profound impact on the hotel industry. Social media platforms provide hotels with a powerful channel to connect with their audience, share brand stories, and generate buzz. Influencer partnerships can help hotels reach a wider audience and build credibility.
Understanding your target audience
Before launching any marketing campaign, it's crucial to understand who your guests are. Knowing your target audience allows you to craft personalised messages that resonate with them, making your marketing efforts more effective.
Your target audience is your ideal guest or the decision-maker behind your ideal guest. This could mean the travel buyer for a corporate client or the personal assistant to a busy executive.
Define your ideal guest
Start by identifying the demographics of your ideal guests. Some examples include:
- Business travellers: Often travel for work, seek convenience and value amenities like fast Wi-Fi and meeting rooms.
- Leisure travellers: Include families, couples, and solo adventurers looking for relaxation, adventure, or cultural experiences.
- Luxury vs. budget-conscious guests: High-net-worth travellers may prioritise luxury amenities, while budget-conscious guests look for value-for-money deals.
Conduct market research
- Use surveys, social media polls, and guest feedback forms to gather insights.
- Analyse past booking data to identify trends and preferences.
- Use tools like Google Analytics to understand website traffic and user behaviour.
Segment your audience
Divide your audience into segments to deliver tailored marketing messages. Some examples of segments include:
- Business vs. leisure segments: Offer corporate packages for business travellers and family deals for leisure guests.
- Seasonal segments: Target different guest profiles during peak and off-peak seasons.
Build your online presence
Digital marketing has become an essential component of any hotel’s marketing strategy. By using a variety of digital platforms, you can reach a wider audience, generate brand awareness, and drive direct bookings.
Optimise your website
Start by making sure your website delivers a good user experience. It should be mobile-friendly, as a significant portion of bookings are made on smartphones.
Check that your site loads quickly. Aim for a loading time of under three seconds to reduce bounce rates. Display calls-to-action (CTAs) like ‘Book Now’ buttons to encourage direct bookings.
Offering live chat support can provide real-time assistance, helping to answer visitor questions and capture leads effectively.
Search engine optimisation (SEO)
Begin with keyword research using tools like SEMrush or Ahrefs to identify what your target audience is searching for, such as “best hotels in Oxford.”
Then, using that information you can optimise your website’s on-page elements like meta titles, descriptions, and alt text for images, and include keywords naturally within your content.
Additionally, focus on local SEO by ensuring your Google My Business listing is accurate and up-to-date, featuring details like your address, phone number, and operating hours.
Finally, encourage satisfied guests to leave positive reviews to boost your local search rankings.
Plan content marketing
Going hand-in-hand with your SEO, create engaging website and blog content that offers value to your audience. This can include local travel guides, event calendars, or insider tips for exploring the area.
High-quality images and videos can also boost the visual appeal of your property online. Additionally, make use of user-generated content by sharing photos and testimonials from past guests on your website and social media platforms.
Create a mobile-friendly booking experience
With a significant portion of travel bookings happening on mobile devices, ensuring a seamless mobile experience is critical.
Implement mobile optimisation
Optimise your website for mobile users by streamlining the booking process, making navigation intuitive, and ensuring quick load times.
Offer exclusive mobile-only rates
Encourage mobile bookings by offering special discounts or perks exclusively available to mobile users.
Email marketing and personalisation
Email marketing remains one of the most effective ways to connect with past and potential guests, offering a direct line of communication for personalised offers.
Build a subscriber list
First, you need to build your subscriber list by capturing emails during the booking process, perhaps with an opt-in checkbox for newsletters. Offering incentives, like a 10% discount on the next booking or complimentary upgrades, can encourage sign-ups.
Craft effective email campaigns
Personalised welcome emails with discount codes can make new subscribers feel valued. Segment your email lists to tailor campaigns based on guest history. For example, send anniversary offers to couples who celebrated their wedding at your hotel. Additionally, abandoned cart emails can target potential guests who started but didn’t complete their booking.
Automate and personalise
Automation and personalisation tools can further enhance your email marketing efforts. Use automation to send messages based on guest behaviour, like pre-arrival tips or upsell offers. Use dynamic content to create a more personalised email experience.
Use paid advertising (PPC)
Paid advertising can drive significant traffic and bookings, especially when organic reach isn’t enough.
Try Google ads & display networks
Google Ads and display networks are a great starting point. Focus on high-intent keywords like “luxury hotels in Surrey” or “last-minute hotel deals.” Retargeting campaigns can re-engage visitors who previously explored your website.
Pay for social media campaigns
Social media paid campaigns can further drive conversions, especially when showcasing special offers and limited-time deals. Use A/B testing to refine your ads and maximise your return on investment (ROI).
Manage your online reputation
In the hospitality industry, your online reputation can significantly impact your brand’s success. Positive reviews and strong online feedback not only attract new guests but also foster trust and loyalty among returning customers.
Encourage positive reviews
Guest reviews are one of the most influential factors potential customers consider when booking accommodations. The best time to request feedback is within a day or two after check-out when the experience is still fresh in your guest's mind. Send a friendly follow-up email thanking them for their stay and providing a direct link to review platforms like TripAdvisor, Google, or Booking.com.
Respond to reviews
Make it a habit to regularly check and respond to reviews. This shows prospective guests that you are active and attentive, enhancing your brand's reputation.
Acknowledge guests who leave positive feedback with a personalised thank-you message. This simple gesture goes a long way in building guest loyalty.
When faced with a negative review, respond quickly and professionally. Apologise for any inconvenience, offer a solution if possible, and invite the guest to reach out directly to resolve the issue. This demonstrates your commitment to guest satisfaction and can turn a negative experience into a positive one.
Monitor feedback
Monitoring online feedback helps you stay on top of your brand’s reputation and gain insights into areas for improvement. Use tools like Google Alerts, ReviewTrackers, or Trustpilot to monitor mentions of your brand across various platforms. These tools can help you stay aware of what guests are saying and enable you to respond promptly.
Social media platforms can also be a great place to find guest feedback. Engaging with guests on social media can help resolve concerns quickly and show that you’re attentive to your online community.
Invest in video marketing
Video content is a dynamic way to showcase your hotel’s unique features and attract potential guests.
Choose what types of videos
Consider creating virtual tours to give travellers a preview of your property, guest testimonials to share authentic reviews, and promotional videos highlighting amenities, special events, or seasonal offers.
Pick your distribution channels
Share these videos on platforms like YouTube, Instagram, and your website. Including videos in email campaigns can also boost engagement and click-through rates.
Consider partnerships and collaborations
Collaborations can expand your reach and attract new guests.
Look local
Partner with local tour operators, restaurants, and attractions to create package deals that offer added value. You can try co-hosting events with these partners to draw both local and travelling guests.
Explore influencer and affiliate marketing
Influencer and affiliate marketing are also effective strategies. Partner with travel influencers to leverage their reach and credibility. Setting up an affiliate program can incentivise partners to refer bookings by offering them a commission.
Deliver experiential marketing
Providing potential guests with pre-booking experiences is a great way to encourage them to choose your hotel.
Run pop-up events
Create pop-up events in high-traffic areas to showcase your hotel's offerings. Immerse potential guests in your brand through themed experiences, product displays, and interactive activities.
Sell themed stays & packages
Craft unique themed packages that cater to specific interests. Think "Murder Mystery Weekend" or "Wine & Dine Getaway." Partner with local businesses to offer exclusive experiences within these packages.
Integrate augmented reality (AR) & virtual reality (VR)
Integrate AR and VR technology to provide interactive experiences. Develop an AR app that allows potential guests to virtually explore your hotel rooms and amenities. Offer VR tours of local attractions or partner with travel companies for VR experiences of exotic destinations.
Measure and analyse your success
Tracking your marketing performance is essential for optimising strategies and ensuring ROI.
Track key metrics
Monitor key metrics such as website traffic, bounce rates, and conversion rates using tools like Google Analytics. Social media insights can reveal engagement levels and reach, while email metrics like open rates and click-through rates help gauge campaign effectiveness.
Test different strategies
Use A/B testing to experiment with different marketing approaches and refine your strategies based on data. Implement CRM tools to track guest interactions and personalise future marketing efforts.
Final thoughts
By combining your knowledge of your ideal guest with effective digital marketing strategies, you can attract and retain travellers. Using personalisation, data-driven decision-making, and paying careful attention to your online presence will help improve your hotel’s digital brand recognition, drive bookings, and boost your business.
Find out more about how Boost Brands can help you effectively market your hotel. Contact us today.
