Whether you are starting out from scratch, relaunching your business with a new brand identity or simply looking to increase bookings, there is plenty to consider when it comes to hotel marketing strategies. In this article, you will find a list of five areas which need to be considered when deploying your direct sales and online marketing strategy.
1. An effective marketing website
View your website as an extension of your hotel’s hospitality. Your hotel website should be welcoming, informative, helpful, and above all, user-friendly. A few more essentials:
- With 65% of same-day reservations made on smartphones, mobile optimisation is a must.
- Guests need to be able to picture their stay, so add as many high quality, professional photos as possible – virtual tours are even better.
- Make amenities and room information easy to find and ensure it is up-to-date and detailed.
- Remove any offers as soon as they become out-of-date.
2. An engaging hotel social media presence
Firstly, find ways to engage your guests and encourage them to share the positive experiences they have during their stay.
Make visitors feel like a local by sharing local points of interest, showcasing great restaurants, and promoting events and nightlife.
Let your hotel’s social media presence be a resource for guests and locals. From there, increase engagement and build your following by providing regular content so your audience does not forget you.
3. Proactive hotel reputation management
Even the best hotels can get it wrong from time-to-time. Today, people vent through online review sites and social platforms so the occasional negative review will be inevitable.
Here are a few tips on reputation management:
- It can be harmful to leave negative reviews or comments unanswered. Take the time to answer or comment on all reviews – positive or negative.
- It is important to remember to stay calm, measured and professional when dealing with guests on online platforms, despite the emotions that may arise from the situation.
- Social listening tools can help keep tabs on what is being said about the hotel.
4. Smart hotel customer relationship management
Hotel marketing plans should always include customer relationship management software (CRM).
Keeping past customers informed and engaged is absolutely essential to building a strong returning client base. CRMs log past customer details and allow for relevant, timely promotions based on previous choices. It also houses the data you need to set goals and grow in future years.
5. Strategic hotel pay-per-click (PPC) and display ads
The best way to drive traffic to your hotel website – and your booking portal – is by using search and display ads.
Every hotel in your city or region will be competing for similar search terms, so try to target keywords that will help you stand out from the competition.
In the competitive hotel industry, finding the perfect hotel marketing balance can be difficult. Use the above elements in your hotel marketing plan to drive direct bookings, defend your reputation, and improve the overall guest experience.