Effectively promoting hospitality properties is essential for driving bookings and remaining competitive in the travel industry. While banners, ads and brochures were once standard, marketing today requires a strategic mix of digital tactics and messaging tailored to target travellers. Hotels and resorts should take an omnichannel approach when deploying campaigns to maximize reach and generate brand awareness.
Consider these savvy marketing strategies for hotels and resorts aiming to fill rooms and optimize revenue.
Offer Email Nurturing and Promotions in Hotels and Resorts
Email marketing allows hotels to reach engaged subscribers directly with tailored offers based on interests and behaviours. Send pre-arrival emails confirming reservations and requesting preferences. On-property, use wireless networks to collect emails and build your subscriber list. Nurture subscribers with relevant content and special offers that incentivize direct bookings. Send periodic promotions like advance purchase rates, seasonal sales, package deals, and contests or sweepstakes. Just ensure a preference centre and mobile optimization.
Engage on Social Media
Consumers increasingly turn to social media when researching and booking travel. Hotels must engage on relevant platforms like Facebook, Instagram, Twitter, and TripAdvisor. Share tempting photos, run contests and scavenger hunts, highlight packages and amenities, respond to comments promptly, and track relevant hashtags. Optimized social accounts drive brand awareness and bookings. Utilize paid promotions and geo-targeting for specialized campaigns. Be sure to monitor your online reputation closely.
Search Engine Optimization for Hotels and Resorts Websites
A strong SEO strategy helps hotels rank higher in search results and drive site traffic. Optimize pages and metadata with relevant keywords. Provide fresh, helpful content consistently, like local guides or travel tips. Participate in link-building activities to improve domain authority. Analyze click-through rates to refine keyword usage. SEO maximizes visibility when travellers search online for accommodations and local attractions.
Search Engine Marketing in Hotels and Resorts
SEM campaigns through pay-per-click ads provide a fast way to get your hotel website in front of travellers actively searching. Target critical terms regarding location, price point, amenities, and audience. Creative ad copy inspires clicks. Analyze click-through rates, bid prices, and conversion metrics to optimize efforts. Dynamic remarketing keeps your brand top of mind. SEM requires ongoing monitoring but drives qualified traffic.
Leverage Online Travel Agencies for Hotels and Resorts
While commissions reduce profit margins, online travel agencies like Expedia expand visibility substantially. Weigh participation costs versus potential bookings. Negotiate preferential rates. Ensure adequate inventory for busy periods. Read all policies closely and use unique imagery to stand out. Sync OTA presence with other efforts and steer bookers back to your site for future stays.
Partner with Local Attractions
Partnering with nearby attractions, restaurants, stores, and transportation provides marketing synergy. Cross-promote via links, cooperative packages, sponsored posts, inclusion in visitor guides, and in-room promotions. These partnerships tap into established audiences while enhancing the guest experience. Collaborating with local businesses creates a destination ecosystem that benefits all partners.
Produce Engaging Video
Video marketing engages modern travellers who increasingly watch online videos when planning trips. Produce branded video tours of your property, area attractions, amenities, and accommodations. Share testimonials from happy guests. Promote over social media and embed on your website. Utilize 360-degree virtual tours. Videos inspire potential guests about the experiences awaiting them.
Target Travel Advisor Networks
Many travellers rely on advisors to book hotels, especially for luxury stays. Cultivate relationships with local agencies and consortiums like Virtuoso, Signature, and Travel Leaders. Offer advisor rates, training webinars, referral rewards, and co-sponsored events. This channel targets affluent travellers who favour personal service when planning trips.
Analyze Metrics and Optimize
Regularly analyze key marketing metrics around website traffic, engagement, conversions, referrals, operational costs, etc. This performance data spotlights what's working versus underperforming. Refine strategies and continuously improve return on investment. Test new platforms and creative approaches. Staying nimble and data-driven optimizes marketing.
In A Nutshell
With comprehensive digital marketing and strategic partnerships, hotels and resorts can inspire travellers, remain top of mind, and fill vacancies. Consult our hospitality experts at Emersion Wellness to develop data-driven, integrated marketing plans tailored to your property's needs and guests. Together, we can showcase your hotel's unique experiences.
Frequently Asked Questions
What are the most effective marketing strategies for hotels?
How can emails market hotels?
What social media platforms should hotels use?
How does SEO help hotel marketing?
What metrics determine marketing optimization?
Should hotels partner with OTAs?
What makes video marketing effective?
How do you market to travel advisors?
What's most important when optimizing marketing strategies?
Contact us for more details.
Also See: How To Increase Revenue In Restaurant At A Hotel?
