When it comes to optimizing revenue and attracting as many customers as possible, hotel marketing strategies have a crucial role to play. However, this is a complicated area, because there are many different techniques and approaches that fall under the marketing umbrella. Here are 4 strategies that can assist you.
Strategy 1: Focus on Personalization
Any business running a marketing strategy in the modern climate needs to contend with the skepticism and cynicism that is often directed towards promotional content. For hotels, one of the best ways to break through is to deliver more tailored, personal marketing messages, so that they are relevant to the audience that sees them.
Personalized marketing relies heavily upon data collection, but can be used to target specific adverts towards specific users, with specific browsing habits. Personalization can also be used during the booking process, making intelligent recommendations.
Personalization can go by targeting former customers with marketing messages in the lead up to their birthday, or in the months before the anniversary of their last visit.
Strategy 2: Content Marketing
Content marketing ranks among the most effective hotel marketing strategies, for a number of reasons, including its ability to improve visibility on search engines and attract visitors searching the internet for things other than hotels. It also gives your audience a reason to keep coming back to your website, looking for fresh content.
The most common example of content marketing for hotels is a blog. This can be used to write about a wide variety of topics, although it is best to keep within the basic field of travel, tourism and hospitality.
Some of the other benefits associated with content marketing include the ability to gain backlinks from other websites and the opportunity to establish either yourself or your brand as experts within your field. Content marketing also links in nicely with the concepts of influencer marketing and social selling.
Strategy 3: Run Pay-Per-Click Advertising Campaigns
Pay-per-click adverts offer hotels the chance to put marketing messages out there and to target those messages towards users with relevant interests. Moreover, the hotel only pays when the ads are actually clicked, making them cost-effective.
Services like Google AdWords allow PPC advertising to be targeted towards specific keywords, meaning the ads will be displayed to people who are searching for topics related to hotels, or holidays. This means you can gear promotional content towards users at the precise point they are most likely to be receptive.
Meanwhile, pay-per-click advertising on social media offers numerous benefits over other methods of online advertising. These include the ability to target users based on age group, gender, interests, location and even on the basis of whether they have interacted with your business before, allowing for more targeted campaigns.
Strategy 4: Do Not Neglect Email Marketing
In the modern age of content marketing, social media posts, search engine optimization techniques and pay-per-click advertising, it can be easy to neglect more traditional email marketing. Yet, this method still has a lot of offer most businesses and can be especially beneficial for hotels.
According to research from Revinate, two-thirds of customers actually prefer to hear from hotels via email, rather than through other methods. Email allows marketers to personalize their communication with customers and also affords them more room than most PPC ads for actually conveying their messages.
This method also opens up the possibility to communicate at different stages of the buying cycle. For instance, purely promotional content can be sent to people who do not currently have a reservation, while up-selling or cross-selling messages can be sent to those who do, and feedback requests can be sent to guests after their stay.