A hotel marketing strategy is simply a blueprint that determines how a hotel will market itself to its target audience. It can be in the form of a simple marketing campaign. Also, it is a complex integrated marketing communications strategy. The undeniable goal of the hotel’s marketing strategy is to increase the number of guests and revenue for the hotel. Therefore, this article aims to provide different ways to create effective marketing strategies for hotel managers.
Effective Marketing Strategies for Managers
An effective hotel marketing strategy begins with an understanding and definition of your target audience. Who are they and what can you offer them? When you have defined your audience, you can go about defining your objectives – the message you want to pass across. However, note that there will be a difference in the messages meant for local customers and those for foreign customers. Therefore, it is pertinent to note when planning your marketing strategy.
You have successfully defined your target audience and defined your objective. Consequently, it is important to set realistic goals to achieve said objectives. This is where developing a unique strategy comes into play. Because an ideal and perfected strategy will go a long way in building awareness for your hotel brand. And also helps optimize the number of bookings you generate and manage the reputation of the hotel. Additionally, using the right combination of inbound and outbound marketing allows you to engage with wider audiences. However, this includes finding the right channels to reach your target audience.
You should be able to match your strategies to fit the ever-changing demands of the market. Plus also stand out among your competitors. Below, is a list of some of the most up-to-date marketing strategies for hotels.
1. Define Your Unique Value Proposition (USP)
There are so many hotels in the world with different star ratings. However, the question is, why should customers choose your hotel over the endless hotel supply? What makes your hotel different? With these questions, your unique value proposition comes into play. You should decide what makes you stand out from the rest. This discovery can be utilized in your marketing/sales message.
Yes, there are so many unique selling points emulated by others. But find that “something” that truly sets you apart. It could be that you have special knick-knacks to give guests during special occasions. Also, you can have a birthday song which staff can sing to make a celebrant feel special. The better guests are made to feel special, the more likely they are to share their experiences with others. Hence, this will build the reputation of your hotel.
2. Effective Marketing Strategies – Create A Brand Identity
This is an important step in building effective marketing strategies. Your hotel’s brand should efficiently represent and showcase the hotel’s personality. The brand should be able to tell people who you are, what you stand for, what you do, and why/how you do it. And also what they can expect from your hotel in terms of service, amenities, value and quality.
A brand’s identity consists of various elements that distinguish your hotel from those of your rivals. The elements will include distinctive colours, fonts, logos, and other design elements. This also helps create a firm relationship with your target customers and this will build brand loyalty. Also, customers will easily recognize your hotel among others.
3. Engage in Event-Specific Packages – Effective Marketing Strategies
Certain events serve as a major driving force for the travel or hotel industry. Like specific holidays, festivals, and concerts, among other events. A hotel can build on this by crafting special packages that cater to these events.
In creating these special packages, it is pertinent to note what your target audience is most looking forward to at the event. In addition to the highs, as well as the lows that may accompany the event. All these will go a long way in preparing your package.
4. Effective Marketing Strategies – Invest In SEO For Your Website
SEO simply stands for Search Engine Optimization. It involves formatting website content with keywords, titles, descriptions, tags, and links to maximize visibility and rankings in search engines. It is a powerful hotel marketing strategy that can be used to drive more business to your hotel. You can gain a large audience who makes use of various search engines to look up hotels and hospitality services. Therefore, do not be too shy to invest in resources that will ensure your website has a high-quality web presence.
You can start by doing in-depth keyword research on what your potential customers are searching for. Then build your website around those keywords. A properly planned hotel SEO strategy can improve your hotel’s rank in online search results. Also, the higher you rank, the more opportunities you have to reach a wider and more diverse audience.
5. Take Advantage Of Social Media
Social media is one of the most important tools you can implement in marketing your hotel. Moreover, it can increase your hotel’s revenue. Post engaging content regularly based on a content calendar. This way, you will have a solid chance of holding on to your existing customers and gaining more customers. Having various social media accounts for your hotel is a great way to drive traffic to your website. Also, it helps in increasing bookings. You can utilize some of the following options:
Instagram is without a doubt one of the best social media platforms. You can use it to draw attention to your hotel and services. It is advisable to craft content that is aimed at different segments of your audience. Create special hashtags unique to your hotel and make good use of your feed’s Instagram stories.
A blog can act as a travel guide or step-to-step guide for present customers and potential customers. You can post various articles of social interest, as well as highlights regarding your hotel. By allowing comments, you are creating engagement via your blog. Hence, building a presence among the minds of your users.
Reviews are very crucial for an organization seeking to move forward and make a name for itself. Allow reviews to come in, learn from the negative and improve upon the positive. You can arrange a slideshow highlighting your best reviews. You can also utilize this opportunity to thank your customers for their patronage.
6. Effective Marketing Strategies – Establish Loyalty Programs
Loyalty schemes help in encouraging guests of your hotel to come back regularly. These programs are designed to give large discounts and special perks to returning visitors. They will assist you in increasing the value and image of your hotel brand in the marketplace. Through a standard rewards program, your hotel can give value to its customers. Value such as free nights, discounts, coupons and cheap stays. Travellers appreciate getting benefits, as it makes them feel appreciated for the service they are paying for.
7. Reward Direct Bookings
Direct bookings in the travel and hotel history are quite popular. Because a hotel does not have to share any portion of the profits with third parties or affiliates. The business of direct booking can help boost your hotel’s profit and it is important to reward such. You can reward your guests and returning customers with lower prices, special discounts, or even a welcome gift in their hotel room. This strategy will go a long way in making your guests feel extra special. Hence, they will want to keep returning and encourage others to do so too.
8. Effective Marketing Strategies – Build Local Partnerships
The location of your hotel is definitely in an environment surrounded by local businesses. These businesses could include restaurants, spa centres, supermarkets, or boutiques. Regardless of what local business exists next to your hotel, you need to make yourself known to them and become friends with them. Moreover, being friends with local business owners is a great tactic to build alliances. As well as partnerships and co-promote each other’s business.
For instance, you could partner with a popular wellness centre and run a contest where the winner gets a free spa treatment, along with a discounted stay at your hotel. Also, you could partner with a restaurant to offer discounted meals for your guests. These kinds of relationships will lead to easy, effective, and affordable marketing that will increase your booking rates.
9. Engage in Competitive Market Adverts
Advertising in competing locations can help you attract the attention of potential customers who may not have discovered your business. It is advisable to run paid ad campaigns on search engines and social media. Also, market your hotel to people sourcing for accommodations in the surrounding areas. Running competitive market ads is a sure strategy for getting your hotel out there and into the minds of the people.
10. Track and analyze your marketing performance
This is a very important step in setting up an effective marketing strategy. It is necessary to pay adequate attention to how consumers are responding to your marketing campaigns. You are expected to track website traffic and social media engagement levels. As well as, promotional code usage, market mix fluctuations, and other important metrics. These will help in analyzing the success of everything that makes up your hotel marketing strategy. Furthermore, this will inform you of areas to revise and improve upon.
In conclusion, it is important to have an ideal marketing strategy. This will serve as a sure way of reaching potential guests and giving them reasons to choose your hotel over the competition.
This article brings to you options hotel managers can use to create effective marketing strategies. These tools are going to help grow your business, generate brand awareness and increase bookings.
Also, you can check out our 10 Reasons Why Your Restaurant Needs A Loyalty Program.