In terms of responding to the threat of coronavirus and the changes in behaviour from customers, arguably the single biggest marketing message that hotels need to get across is that safety and hygiene measures are in place. Which demographics are least likely to travel? Whether it’s a printed flyer in bricks and mortar office, or a prominent link on a local tourism website, you’re guaranteed to take premier listing over many rival competitors. Let’s start with a basic mobile website which allows you to easily navigate an image gallery of the hotel and has a simple click to call button. Direct bookings are the most beneficial booking for hotel operators because these bookings generate the most revenue. You can adopt a ‘time-penalty’ approach, which involves a gradual increase in price as the date of the festival nears. For instance, group bookings happen much in advance as compared to individual bookings! Today, industries like hospitality and tourism face a constantly changing customer landscape, wherein seasonal opportunities like events, contingencies and trends rapidly come and go. The best you can do is to stay current with best practices for digital marketing for hotels and to develop a sophisticated online strategy. Hotel direct sales strategy With this sales strategy, the priority is to earn direct bookings online from as many guests as possible. Adopting the right hotel marketing strategy in the right situation is crucial, but some strategies are applicable at all times too. You can also use such systems to target specific travellers, including those venturing from home turf on business. Its a very informative post. Brand segments its services on basis of its unique ambience and experience, the bundle of offerings and other complementary services like Spa, Gym, Hygiene factors, pricing, and staffs.The brand focuses on premium pricing strategy thus catering the high profile business class and upper class of the society. Since festivals cause an obvious increase in the group bookings, this would call for a specific strategy to tap the group-booking segment. It uses a differentiating strategy to make it promising for its customers.With its various brand offering Hilton positions itself in diver… This article focuses on how yield management can be a boon to your revenue maximizing pursuits for your hospitality business and help you build the right hotel management strategy. Effective yield management helps you understand customer expectations well and makes it easier for you to cater to the right customers and carry out price changes driven by customer preference. Co-branding may also be an effective strategy. With travel restrictions, some countries requiring people to quarantine upon entry or return, and the overall fear of international travel increasing, some of the most effective hotel marketing strategies during the pandemic are those which focus on attracting local guests from the same country, or from neighbouring countries with similar rules in place. People need to be convinced, so focus on what separates your hotel from rival properties, whether that is your design, your location, the quality of your facilities, the reputation of your restaurant, or nearby attractions. With a yield management process, you foresee changes and promptly act on them, eliminating any miscalculated risks. This is the third post in our series on crisis management and the coronavirus outbreak. What Are The Benefits of Virtual Reality Marketing? By Sean Anderson, VP of Global Sales at Book4Time. First, let us get to the basics! If you are a small business owner, then it is easy to feel like you are lagging behind the competition and need some of the best digital marketing tips. Hotel guests want to see exactly where they’ll be staying, the areas they’ll hang out in, and so on. Are Attribute-Based Bookings the New Standard for Hotels? The absence of an advanced revenue management tool, would cause errors in forecasts and render the staff unguarded and unaware of accurate room availability figures. Mattisson’s goal was to put ‘heads in beds’ around Europe and figure out how to do that without additional budget. Any good rep should be taking stock of potential companies in the area worth making a connection with, while ongoing procurement efforts to lock down new partnerships should be at the forefront of any hotel marketing effort. • Effective Segmentation: If you focus on catering to a specific market segment for long, you may be missing on other segments that may be equally or more profitable. Intercontinental Hotel Marketing Strategy. More detailed information about GDS systems and what the benefits are for hotels, you can read in the article “Global Distribution System (GDS): What Are the Benefits for Hotels?”. In fact, a lot of hotel businesses have shut down due to lack of guests or simply poor planning. One of the best hotel marketing strategies involves capitalising on the availability of website data, turning to tools like Google Analytics, and using this information to understand which demographics are most interested in travelling to your hotel, or most willing to do so. Thanks a lot for your tips. Neutralise negative feedback wherever you can. Following this approach, you can drive more revenue by focusing on profitable bookings, unlike those hotels who may make the mistake of emphasizing booking volume and lose potential revenue. • Understanding Segment-Specific buying patterns: Buying patterns are segment-specific. Since competitor price, customer preferences, budgets and demand levels keep changing, a variable pricing strategy also called as dynamic pricing is used to tweak room rates in accordance with the said factors. One surefire way of securing new customers is to get your hotel listed with local tourist offices. To really contend with the competition, your hotel needs to offer something unique and distinctly different to entice potential guests. For this approach to truly work, a yield manager/revenue manager must have a dedicated staff for research and analysis of the required data and a strong tool to provide right insights and actionable. It’s also the only online distribution channel where you can generate direct online sales, so it’s crucial your website has a booking engine to handle self-service reservations. Try to encourage better reviews and recommendations from previous guests by engaging them after checking out. More social media tips about how to promote your hotel, you can read in the article “7 Social Media Marketing Tips to Promote Your Hotel”. Hotel marketing plans should always include customer relationship management (CRM) software. Guerrilla Marketing Strategies for Our Hotel Creating Brand Identity for Our Hotel It is the duty of businesses that wants to grow beyond the corner of the street which they operate from, to utilize every available means (conventional and non – conventional means) to advertise and promote the business. This allows you to pull your dollars out of low-performing channels and drive more revenue by emphasizing on high-performing distribution sources. 6. If you haven't already designed the pipeline for an effective marketing strategy to attract more guests, we are listing a few of them for you. Consider a scenario involving an impending festival in your city. Essential strategies to increase your hotel room sales A GDS system (Global Distribution System) is a network that enables automated transactions between travel service providers (airlines, hotels, cruises and car rental) and travel agencies. Here are some other interesting findings: Below, you will see a breakdown of both some “all-time” hotel marketing strategies, along with some strategies that serve as a response to the coronavirus pandemic and associated changes to consumer behaviour. Remember, it's not the size of the dog in the fight, but the size of the fight in the dog. For hotel owners, there are numerous reasons to turn to a marketing company which specialises in working with hotels & resorts. Content marketing is a great hotel marketing idea because it will show (potential) guests that you care for them and want to make their stay as pleasant as possible. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. Hotel Marketing Plan: How to Drive Direct Sales It is a balancing act for hoteliers between selling rooms through their own direct channels and using the help of third party websites, wholesalers and online travel agents (OTA’s). Within the context of COVID, many travellers need to be convinced that their visit will be worthwhile and virtual reality tours for hotels provide the ultimate way to experience a hotel or restaurant during the decision-making phase. As a hotel owner, you must be looking out for ways to attract new guests to your property, although not be sure where to start from! A reliable Channel Management system is indispensable to a reliable Yield Management system. Since competitor price, customer preferences, budgets and demand levels keep changing, a variable pricing strategy also called as dynamic pricing is used to tweak room rates in accordance with the said factors. Your hotel marketing campaign needs to be equally individual. In this article, you will be able to learn more about some of the most important strategies to adopt at all times, as well as some specific strategies to focus on during the COVID global pandemic. Marketing strategies you should consider in the hospitality industry include special events and community partnerships, online and digital promotions, content marketing, and loyalty programs. Leveraging these opportunities to maximize revenue is only possible with a well-planned yield management strategy. Use your property management system to explore different groups within your customer base and analyse the data. Google Ads On the left image, you will see one of our clients in the hotel industry- Hilton Hotels & Resorts. Try to offer a generous and flexible cancellation policy when possible. Through new advanced technology and tools, the consumer now has access to more information and more proactive control over their own experiences. When it comes to making changes to your hotel marketing plan, you can’t just make a change and forget about it. thank you for sharing! With OTAs taking away a high percentage (as high as 30% in some cases) of a regular booking’s cost, distribution channels are quite a sneaky center of cost. How to increase your hotel’s occupancy rate. A poor review can cost you hundreds. A robust revenue management system can bring a sales uplift of up to 10%, as per a study. You will often notice them adopting a ‘U-shaped’ pricing strategy that starts with high pricing about a month prior to booking, declining subtly in the midway through the month, and then surging to its peak in the week just before the booking. Once you have these answers, you can start to think about changing some of your marketing messages. “What social media is allowing us to do is not draw attention to ourselves, but to see our guests in their own spotlight,” wrote Arne Sorensen, President of Marriott International, on his blog. A hotel marketing strategy that can be extremely effective here involves turning food delivery into an experience. No matter which hotel marketing tactic has directed a potential customer to your website, this is the place where people can learn more about your individual business and decide whether or not to book a stay with you. Consider likely search terms when planning your hotel marketing SEO campaigns and don’t forget to combine your main keywords with strong secondary ones like the name of your local neighbourhood or district. This brings on a rush of sales volume that they use to track demand in such short bursts of time to make better pricing strategies out of it. Finally, hotels are starting to move beyond their own website into mobile marketing. These systems are especially important for hotels that have a robust event strategy. After all, for guests to stay with you and enjoy their visit, they need to feel that their risk is as low as possible. Rome was not built in a day after all. Hotel marketing strategies are one of the key ways in which hotels are able to reach out to potential guests and explain why they should visit. This is just the tip of the iceberg. When connecting your hotel to a GDS provider your hotel can be booked via hundreds of travel agencies worldwide. Just like housekeeping, marketing happens daily. It is important to focus on the idea of value and providing experiences. More tips about how to create a perfect hotel website are described in the article “8 Tips To Gain More Bookings With Your Hotel Website”. Try these five marketing strategies for hotel and resort spas to thrive in the new world. Read “6 Reasons Why Every Hotel Should Have a Virtual Reality Video” for more information. These hotel marketing strategies are very useful. Develop a strategy for email marketing. With more people working from home, the widespread cancellation of business events and restrictions on mass gatherings, business travel has been hit especially hard. As more internet users rely solely on their smartphones and tablets, a mobile-friendly website is necessity these days. Marketing plays a crucial role in helping hotels to maximise bookings and revenue. Help us understand your brand and we’ll help you translate your unique brand voice, to effective and engaging visual solutions. Most marketing projects require continuous maintenance and tweaking to get the most out of each strategy. I have improved my marketing skills with the provided knowledge. These may involve, say, raising the prices of group booking packages two weeks prior, to leverage the resulting increase in demand from the said segment. The enterprise marketing strategy speaks to the broad base of consumers who shop our portfolio of 17 brands across 113 countries, and our loyal customers who are members of … A simple listing can generate thousands of bookings in the long-term, but it’s worth remembering that each time a booking is generated through such an agency, a commission will be applied. You should also respect the fact that coronavirus is going to be on people’s minds and they may wish to cancel their booking, or reschedule for another time. If this is a key focus for your hotel, you may need to shift focus. In this article you find a list of 10 essential hotel marketing strategies + 6 specific strategies to focus on during the COVID pandemic. Accurate forecasting decreases pricing errors. More tips about how to rank your website higher in Google are described in the article “5 SEO Tips for Hotels to Improve your Ranking in Google”. For marketers operating in the hotel industry, there is a wide range of hotel marketing strategies to turn to. Independent hotels are small businesses, and as such they do not have the same abundant resources and corporate guidance enjoyed by the major chains. Ever observed how airlines use their understanding of booking behavior? We use cookies to ensure that we give you the best experience on our website. In the article “Hotel Marketing; The Latest Trends in the Hotel Industry”, you will learn more about the latest hotel marketing trends. • Understanding Customer Expectations: Given how dynamic the hotel business environment is, consumers’ tastes keep wavering too. This will benefit both your credibility and forecast results and actions. How do you get through that? Remarketing is a critical component for hotel marketing due to the fact that travelers are distracted not only by everyday distractions (like pop-up phone notifications and crying babies), but to the fact that there are hundreds of other options they can choose from. Traffic gains include a 1,000% increase in daily average visitors from Pinterest and a 1,700% increase in daily average clicks to its website from Pinterest year-over-year. Act now to set your hotels up for a strong rebound, with marketing tips, advice, and expert analysis. Put these boutique hotel marketing tips to good use! Fresh content is pivotal, so make sure you’ve got a content delivery schedule. In the article “5 Ways Personalisation Marketing Can Benefit the Hospitality”, you will find out more about how to achieve this through personalisation marketing and learn about some of the ways this concept can improve marketing efforts and revenue generation. With some 7,000 hotels globally, the US is the group’s biggest market and that was the main focus of its marketing spend. Effective revenue management strategies for hotels. Keeping past customers informed and engaged is absolutely essential to … Establishing a very successful hotel takes lots of time and patience. Hotels using yield-management practices confirm having gained a sizeable increase in revenue with minimal investment. There are lots of ways on how to incorporate other brands into the marketing strategies of a hotel. No matter how much attention social media is getting, email marketing still stands as a solid and incredibly powerful marketing tool for hotels. You do not necessarily need to cut your rates to attract guests, as long as you deliver value for money. This will allow potential leisure, wedding or event customers to get a clear impression of the facilities from afar. In the modern digital age, no hotel can secure regular business without capitalising on online travel agencies and travel brokers. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. Simply put, Hotel Yield Management involves selling the right room to the right customer at the right time. 3 keys to an effective hotel distribution strategy. Take a look at how rival hotels that specialise in leisure travel are marketing their properties too. Please check out our other recent posts: Post One: Crisis planning for hotels: Best practices in communication, revenue management, and marketing Post Two: Revenue Management Tips for the Coronavirus Pandemic In this post, Adam Wallace of Spherical Communications offers his top tips to help hotels … 5 Digital Marketing Strategies for Hotels to Win Direct Bookings in 2020. Intercontinental Hotels is using the market differentiation strategy in segmenting its market into appropriate market divisions based on characteristics of the varying needs and characteristics of the target markets. Competition in the hotel industry is fierce, requiring companies to get more and more creative with their marketing strategies in order to stand out in their crowded field. However, there’s no point launching a social media presence if you don’t mean to maintain it. The hotel chain has seen an incredible gain in traffic since they joined Pinterest as a part of their hotel social media marketing strategy. I gained a lot of knowledge about how to market a hotel. What are the main areas of weakness and what can you do to address the issues? Evaluate the Financial Impact Mechanisms for price control must also be in place in scenarios that cause visible price discrimination and such like. Those in the hotel industry need to contend with the impact COVID has had on business customers. Find more detailed information about online distribution channels in the articles “The Most Important Online Distribution Channels for Hotels” and “Hotel Distribution Channel Manager: What Are the Advantages?”. There are a number of hotel marketing strategies that can be implemented at almost any time, regardless of external circumstances. Make sure you’ve got at least one person appointed to keeping your hotel marketing social media message live and engaging. You will also need to make sure you use distribution and communication channels that allow you to reach these guests. To achieve this, your yield manager must calculate the impact of a price change on the demand for a particular type of room and from different segments in advance. Yield management can be a great revenue-maximizing machine, if only you learn to do implement it correctly! Find more detailed information about managing online reviews in the article “9 Tips to Manage Online Hotel Reviews”. 1794 Words 8 Pages. Going that extra mile for your guests can yield massive returns. 6 Specific COVID & 10 Essential Hotel Marketing Strategies, 6 Specific Hotel Marketing Strategies Due to COVID. Monitor reviews on the most popular sites, taking note of any bad reviews and engaging dissatisfied guests with helpful and constructive feedback. For example, low prices may be offered to leisure-oriented guests who usually book tickets early, as opposed to corporate guests who show up at short notice periods and can hence be charged more. Some hotels are also targeting local markets with things like food delivery. 20 important things hoteliers should know to attract corporate guests and bookings. Simply put, Hotel Yield Management involves selling the right room to the right customer at the right time. Revfine.com uses functional and analytical cookies. Naturally, the best way would be to do everything ourselves. While airlines have been quick to adopt the approach and continue to benefit from it, hotels are also fast catching up. Co-branding happens when two or more brands work together in a marketing strategy without losing their individual brand names. • Decrease Errors: Hospitality is an industry that runs on repute. which have helped the brand grow. What do airlines, tour operator and hotels have in common? Follow us on social media for the latest tips! Read our hotel marketing strategies for COVID-19. Diversification. Quality customer care needs to be at the core of everything in the hotel and hospitality industry. If you’re not utilizing social media in your online hotel marketing campaign, start now. Four marketing strategies for hotels 1. You can read more in our “Hygiene is the New Marketing Message for Hotels” article. Marriott has successfully been at the forefront of the hospitality industry for such a long time and no doubt their marketing strategy is a heavy contributor to their success.The Marriott Marketing Strategy involves the Marriott Marketing Mix consisting of the 4Ps which are product, price, place and promotions. Let us find out why. For example, while some hotels seem to utilize a system full of automated services well, others witness an inclination of guests towards an authentic, personal experience. Professionals use our marketing, revenue management, technology and software insights, strategies and actionable tips to get inspired, optimise revenue, innovate processes and improve customer experience. If you’re strapped for time to create new content, consider launching a hotel blog you can link back to from your social pages regularly. A hotel marketing plan is step-by-step plan to be made for marketing your hotel to the right customers. Communicate the hygiene and safety measures you are taking on your website homepage, on social media, during the booking process and in your pre-stay communication. We include business essentials in every room, such as a nice desk, internet connection, wireless access, and provide easy to access meeting rooms with all audio-visual and technology needs as well as catering for longer meetings. There’s no point in having a website if it’s difficult for potential customers to find via their preferred search engine. For more information, visit our, SaaS platform RateGain recognized as the Most Innovative Startup by ET Innovation Awards, See the Green Shoots of Recovery with Smart Distribution’s latest addition “Future Demand”, Seven Tactics to Keep your Hotel's Distribution Healthy and Highly Profitable, Competitor Pricing Intelligence for OTAs & Metas, Competitor Pricing Intelligence for Airlines, Competitor Pricing Intelligence for Hotels, Competitor Pricing Intelligence for Package Providers, Competitor Pricing Intelligence for Car Rentals, Competitor Pricing Intelligence for Cruises & Ferries, Revenue Maximization for Package Providers, Revenue Maximization for Cruises & Ferries. Promotional Strategies in Hotels. New guests will be drawn to your hotel with an effective sales and marketing plan. Incorporating the above practices into your business would hinge on a solid Information System, one that involves an integrated and updated central reservation system. This could mean offering extra services, like room service breakfasts, complimentary drinks, massage services, bike rentals and other things your guests will remember. Make sure you update descriptions on third-party platforms and look into ways you can go above and beyond, such as using contactless check-ins and payments. One of the best ways to do this is to deliver tailored, individual marketing messages. How much growth potential does your hotel have? Hotel marketing is crucial for long-term success, because the hotel industry is extremely competitive. In doing so, your main target demographic may need to change. Make sure you’re doing something different, from providing customers with a little treat at check-in, to nabbing local press and PR connections to shine a light on hotel marketing events. This way, while getting more booking volume by encouraging customers to book early, you also get to justify a higher price for bookings made later on and drive additional revenue. This, in turn, impacts how hoteliers build and nurture relationships with existing and prospective customers. When it comes to hotel marketing strategies, you should always take the best practice in hospitality out into the field when promoting your business. Let … 21+ Hotel Marketing Plan Tips and Examples – PDF, Word. Which demographics are most likely to travel? Marriott’s social media marketing strategy isn’t like most hotels. This means ensuring food is presented well and also including extras with the meal, such as candles, or a QR code with a romantic Spotify playlist. Moreover, when it comes to maximizing revenue from a fixed resource, say, hotel rooms, and a permanently fixed price does not help! Many of these strategies can be used at all times, but it is also important to respect the disruption that coronavirus has caused and implement some specific COVID-related strategies too. With local tourist offices pivotal, so make sure you use distribution and channels... 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