Competition in the hotel industry is without a doubt intense with so many players competing for your attention, how is it that hotels can stand out in all of the noise? Hotels have long been marketing innovators with the constant necessity to keep guests returning time and time again. What’s interesting is that a majority of the hotel industry’s marketing techniques can be applied to just about any customer service based industry out there. In this article, we will be discussing the key marketing takeaways used by the Hotel Industry.
Palm Breeze Fashion Show at Viceroy Hotel in Santa Monica, California
Here are our Top 5 Marketing Tactics You can Barrow from the Hotel Industry:
#1. Meet the needs of the consumer desire for innovative experiences:
Larger hotels are discovering that modern travelers planning their itineraries are searching for something more than simply a bed and room service. With the rise of home-sharing services such as Airbnb, there are now alternative sleeping accommodations available to everyone. Studies have been suggesting that these options, in particular, are quite popular among millennial business travelers. These types of travelers also want to spend less time in their rooms while at the hotel. To respond to this shift in consumer behavior, hotels are marketing to more social experiences, such as guest meet and greets, happy hours, yoga classes, and scavenger hunts. This sort of targeting illustrates a segment of sophistication and the ability to scale this sort of marketing strategy to any brand. When hotels see that their customers aren’t responding to the status quo, they expand efforts to meet the needs of their clientele. Your brand can utilize the same tactic.
Guests enjoying a relaxing space in Venice Beach, California with friends and some ice cold Mike’s
To respond to this shift in consumer behavior, hotels are marketing to more social experiences, such as meet and greets, happy hours, live entertainment, photo booths, yoga classes, and scavenger hunts. This sort of targeting illustrates a segment of sophistication and the ability to scale this sort of marketing strategy to any brand. When hotels see that their customers aren’t responding to the status quo, they expand efforts to discover what message will appeal to their clientele. Your brand can utilize the same tactic.
#2. Incentivize your loyal customers
If there’s an area where the best hotel brands succeed, it’s in keeping the innovation happening for their most loyal guests. Every customer is important and should be treated to an exceptional experience but hotels know that repeat customers provide an important source of revenue to their business so they will go all out when it comes to courting loyalty.
Microsoft Windows 10 at Daytona
Mobile apps and supporting technologies make it easier for brands to connect with their most loyal customers. Many players such as Hyatt, Marriott, Hilton, Four Seasons and others are using mobile apps to add new functions to their rewards programs, giving their guests a plethora of options such as selecting their own rooms, checking-in online, or even asking questions with the concierge so that customers can make requests without having to visit the front desk. Mobile perks are something all customer service industries should be using in their ecosystems.
#3 Promote Brand Ambassadors on Social Media
What’s great about social media is that it takes customers insider point of view and shares it with relevant audiences. Brand employees are one of the most underutilizes sources for this type of knowledge. Customers actually love this type of insider information and any company can use this insider social media strategy to form bonds with customers that go beyond the product or service and connects with the perceptions of the brand.
Attendees take selfies with Palm Breeze at the Viceroy Hotel in Santa Monica
#4 Create Authentic and Creative Content
Content marketing can be inexpensive and effective for any business. Many leaders simply use their blog as their sole outlet for content and stopping with that. Several hotel chains are proving that thinking creatively about content presents new opportunities for engaging with customers on a substantive level.
Attendees Enjoy Harley-Davidson’s Latest and Greatest at the Content Space for the Winter X-Games
Sometimes it’s about connecting with consumers with an alignment in lifestyle. Many hotels are now becoming their own publishers, distributing magazines and apps which convey their lifestyle to align with potential customers. Many other industries should consider becoming lifestyle publishers for this very reason.
Participants share a Yoga Pose on Social Media at the Roxy Run Sup Yoga Event in Huntington Beach, California
#5 Personalize The Message
Most hotel brands have access to a large dataset of information regarding customer preferences. Many of the best organizations out there use this information to deliver intensely personalized messages that keep their guests coming back.
Nike Skateboarding Shoe Trials let Skateboarders Try Out Nike Shoes to Skate In
When it comes to marketing, there’s a lot to be learned from the surrounding industries who experience their share of unique problems. Much like hotels, marketing any brand requires you to stay innovative and deploy solutions which change regularly. Take inspiration from everything.
If you have questions about engagement marketing, experiential marketing or pop-up shops contact BeCore today! We’d love to partner with you!