There are countless hotel marketing strategies, ranging from traditional to the most modern ones.
In this post, we provide a step-by-step guide with the most important, efficient, and relevant hotel marketing strategies and marketing ideas for hotels applicable to all types of tourism properties.
1. What is a marketing strategy?
Marketing strategies are methods, processes, and plans aimed at achieving a specific goal within a set timeframe. For example, in the case of a hotel, the strategy might focus on attracting more customers.
Depending on the type of business, different strategies may be required. However, the most crucial aspect is to base your strategy on data to make better decisions.
2. What is hotel marketing?
Hotel marketing involves attracting and retaining guests by promoting accommodation products and services. The competition in the hospitality sector is quite high, so as a hotelier, you must differentiate yourself from your competitors by finding and engaging with your potential customers.
3. Build your hotel marketing strategy
3.1. Hotel marketing plan – strategy for your hotel
This is the first step in creating your hotel marketing strategy. If your company already has a defined marketing plan, you can skip this section and move on to the other strategies. But if you haven’t established one yet, keep reading.
The strategies you implement need a marketing plan with proper planning and foundational elements for your business to succeed. You don’t need an overly elaborate plan; having the basics in place is enough.
1. Establish your brand
If your company were a person, what personality would it have?
This simple question is the foundation for establishing a brand. What differentiates a company without a defined image from one with a solid brand? The latter can emphasize and connect more deeply with consumer emotions. As individuals, we resonate more with essence, emotions, and personality.
This strategy has been one of the best moves for many large companies over the years.
2. Define your value proposition
What makes your company different?
The value proposition answers this straightforward question. Define why customers should choose your accommodation over others and what makes you unique compared to the competition.
3. Segment your customers
Can you imagine selling the same thing to everyone? That definitely wouldn’t work, as we all have different tastes and needs. This is why segmentation is fundamental for any business to understand the diverse preferences of your audience.
4. Analyze your competitors
Have you researched your competition?
This can be an effective method for identifying industry trends and understanding what is or isn’t working for others.
5. Plan your strategy
At this stage, you can define a concrete strategy. In the following sections, we explore specific approaches tailored to various platforms and channels.
6. Measure your results
Do you track your data?
Metrics are often overlooked by many businesses. You need to know where you’re coming from to determine where you’re headed. You can measure the results of your strategies as well as key performance indicators (KPIs) that help your business grow.
3.2. Digital marketing strategies for hotels
1. Social media
There’s no doubt that social media is a powerful tool to boost conversions, promote your business, and enhance its image in an easy and affordable way. However, you need a consistent online presence to avoid being overlooked.
Each social media platform is different, so it’s essential to know how to use them effectively.
Facebook is ideal for:
- Showcasing customer experiences
- Redirecting users to your website
- Creating video ads for advertising campaigns
Instagram is ideal for:
- Reaching new audiences
- Building and growing a community of followers
- Crafting personalized messages and offers
- Driving direct bookings
TikTok is ideal for:
- Engaging with a younger audience
- Sharing fun and creative videos and ads
- Achieving virality
- Creating highly visual and humanized strategies
2. Website design and SEO
Nowadays, having a website is essential, whether it’s for generating bookings or promoting your brand.
With today’s tools, you can easily and quickly create a website. Some even use AI to build websites from scratch.
After creating your site, the best way to attract the visitors you need is through SEO (search engine optimization). This improves your visibility on search engines like Google, making it easier for customers to find you.
We recommend entrusting your website and SEO efforts to industry experts to achieve your objectives.
3. Email marketing
Email marketing remains one of the most affordable and versatile ways to promote your business. Additionally, it’s conducted online, which means the ways to present your message are almost limitless.
Before starting your email marketing campaign, you’ll need to get a reliable CRM. Once you have one, follow these steps:
- Sign up for your CRM and learn how to use it. Many online resources can help you, as the most well-known CRMs have large communities of users.
- Build a robust database. If you don’t already have one, collect customer information through reviews, surveys, or forms on your website.
- Design your campaign and content. Make it visual, easy to read, and relevant to your customers’ interests. Many short online courses can teach you how to create compelling email content.
- Launch and measure your campaign. This final step is crucial, as metrics will help you understand what works and what doesn’t in your campaigns.
4. Content marketing
Content marketing is one of the most effective strategies for attracting potential guests. It involves creating valuable content for both prospective and repeat customers.
Consider creating a specialized blog on your website, which can also enhance your SEO. Share travel trends, getaway ideas, guides for couples or families, and other relevant content related to your sector. Highlight your unique offerings and differentiate yourself from the competition. You can also create downloadable guides or documents in exchange for contact information from potential customers, which can later be used in your campaigns.
5. Paid advertising
Paid advertising platforms like Google Ads and Facebook Ads enable hotels to reach specific audiences with tailored ads. This strategy is especially useful for temporary promotions or to increase visibility and amplify your promotional reach.
6. User-generated content and influencer marketing
Who better to talk about your business than your own customers? Leverage their opinions, reviews, and other content they create, such as social media photos. This is known as user-generated content and includes client reviews, photos, and more.
You can also collaborate with influencers whose values align with your brand and target audience. They can attract followers to your hotel by sharing their stay experiences and showcasing your property’s offerings, positively impacting your brand.
7. Remarketing
Remarketing is a strategy aimed at re-engaging users who visited your website or clicked on your ads but didn’t complete a booking. With this strategy, anyone considering a stay at your hotel but didn’t finalize the reservation will see your services again, increasing the likelihood they’ll book.
3.3. BONUS: Customer-focused marketing
If you want to take your strategy further, this approach might be the key. Customer-focused marketing aims to create personalized experiences to enhance guest satisfaction, boost positive reviews, and foster loyalty. This strategy can set you apart from competitors and turn guests into ambassadors for your hotel brand.
1. Personalized marketing
Offering tailored experiences is one of the best ways to attract and retain customers. By using guest data (preferences, booking history, etc.), you can send personalized offers, such as discounts for future stays or special touches like preferred drinks in the room or amenities for children or pets.
2. Upselling and cross-selling
Upselling and cross-selling not only enhance guest satisfaction but also increase your revenue per booking. Offer room upgrades during the booking process or additional packages, such as romantic dinners, spa treatments, or organized activities and excursions.
3. Improve guest communication
Effectively communicating with your guests is essential to ensuring their experience is exceptional and that they don’t feel neglected or unheard. Use one or more communication tools for hotels during their stay. The most direct method is email, but you can also use text messages, messaging apps, or chatbots.
In our post “How to improve your online check-in communication and boost its conversion,” we provide more ideas on communicating with guests across different channels.
4. Loyalty programs
Build a strong loyalty program so that your customers choose your brand wherever they go. Offer benefits such as free nights after a certain number of stays, exclusive discounts, or priority access to special offers. Additionally, request surveys and feedback after each stay to demonstrate your commitment to continuous improvement. Show your customers that their experience matters most, and you’ll remain their top choice.
We hope these tips for building a hotel marketing strategy help you gain more bookings, occupancy, and revenue. By leveraging these tactics, you can establish your brand as a trusted choice in the hospitality sector.
