We could have never imagined that the world would come to a complete stop. Who would have thought that social distancing would become a practice or that a large percentage of the population would be staying at home under strict guidelines?
Many marketers would concur that the pandemic raised many questions.
Including how to adapt their hotel marketing strategy to continue to bring in, attract, and convert guests in such an uncertain environment. Whether one is a general manager or an independent hotel owner, when navigating the early days of the pandemic, everyone had to adopt new practices around hygiene, as well as experiment with new ways to work.
In this unfamiliar time, it has become clear that communication and collaboration are essential pillars, not only with colleagues and guests but across the travel industry. There are many steps hoteliers and managers are to make in order to adjust to the new climate successfully, and more importantly, prepare for better days.
Discover the six-step plan you, as a general manager of an independent luxury resort, the director of sales and marketing for a practical hotel, or the owner of a small boutique property, can take to create an effective hotel marketing strategy in today's world.
Step One: Review Your Hotel's Marketing Plan Regularly
As the market's condition evolves, it is essential to maintain a close eye on your marketing strategy to ensure your communication plan resonates appropriately. It is recommended that you preview the four potential phases on how global travel might return. By comparing your market to the four possible stages, you can begin to understand where your hotel ranks now and what indicators to look for as you and your property plan for the future.
Step Two: Make Data-Driven Decisions
If you are a beginner to data, do some research and browse the internet for the multitude of complementary resources that teach forward-looking insight to analyze hotel performance in key global regions. With data constantly influencing your marketing strategy, it becomes easier to trust the decisions you make.
Step Three: Double Check that Current and Future Guest Profiles are Updated
With the modernization of technology and hotel booking, the shortening of the booking window is not the only new trend to arise over the past couple of years. Consumer motivations and booking habits have evolved with the pandemic, too. We talked about the new "gig economy" trend and the desire to work from home or remotely from anywhere in the world. Several tourism boards and large hotel chains have embraced this trend by creating new programs and upgrading facilities to capture these travelers.
As you look to attract public demand, it is no longer enough o assume that your previous or future guest needs to remain the same as they did before the pandemic. Effective hotel marketing requires updating these profiles with changes in mind.
Step Five: Use Marketing to Capture and Lock-In Demand
Advertising and digital media are ranked as the most helpful technology for hoteliers during the pandemic. With countless businesses facing limited budgets and resources, creating and blasting compelling marketing that converts bookings is more crucial than ever. Once your target audience has noticed your property, you have to pique their interest with various promotions and deploy them across the broad channel mix, as mentioned earlier.
As consumers move to the consideration phase, ask yourself, how can you increase conversion? Digital marketing can be beneficial here, with tools like metasearch and remarketing.
Step Six: Retention is What You Are After
If loyalty is not already part of your strategy, start making it a priority.
The steps in this article are a snippet of what you can do to increase revenue in your hotel property.
Download Scott Frothingham's E-book: The Power of Hotel Revenue Management Increase.
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We’re here to work with your hotel one-on-one to build a revenue management plan that brings in more RevPAR. Contact one of our revenue growth experts to learn how you can reach your hotel revenue goals.
About the Author
Mia Belle Frothingham
Mia Belle Frothingham is the Co-Founder and Chief Marketing Officer of RevOptimum. She oversees all aspects of corporate marketing and outreach strategies, including communications, brand identity, and international and digital advertising. Mia has a Revenue Management certification from Cornell University and is currently an undergraduate student at Harvard University.