Hotel Marketing Tips and Tricks
Offering your guests a superior experience seems like it should set your hotel apart from the crowd, but if your marketing isn’t up to speed, guests may never even find you in the first place. Your business relies significantly on your customers, and strong marketing can go a long way in controlling your brand’s message to set your hotel apart from the rest.
Last year, more than half of all hotel bookings occurred online. Each potential guest will have different needs, preferences, and questions, so it’s important to make your site as user friendly as possible. That doesn’t just mean pretty pictures of the rooms and relaxing background music, so buckle up.
Successful marketing in an industry where the majority of business is done online means constantly focusing on strong SEO through keyword optimization. If you’re already doing this, give yourself a pat on the back, but now stop patting yourself and get to work, because getting people to your site is just the beginning.
First things first: make sure your site is easy to navigate, up to date, and full of content that’ll give potential guests plenty of things to sift through. It should include things like photos of amenities, staff information, services offered, and anything else that your guests have had questions about in the past. The content on your site should be useful to the people accessing it, so think about your guests and offer information on things like the best places to eat in the area, or activities to do with kids. Making your guests lives as easy as possible should be your ultimate goal, so put yourself in their shoes if you’re stuck on what topics for content you think would be best. Lastly, don’t overlook the importance of a mobile friendly site, a lot of people are booking on the run!
Social media marketing is a great way to showcase your offerings, but also to connect with past, present, and future guests. You can even make your social accounts advertise to people after they visit your site, or focus your reach based off their likes or location listed on social media, ensuring you’re targeting valuable leads. Advertising on social media can help drive traffic to your site to book visits, but can do even more for your business.
Marketing on social media doesn’t have to exclusively revolve around creating new business, it can also aid you in building a personality for your brand and engaging with your target audience. Ask for customer stories, reviews, experiences, or post staff spotlights to personalize your message as much as possible. Make sure your social media pages are appropriately active, so web searchers don’t find an outdated profile and assume you either aren’t taking bookings or don’t offer enough information to be worth their consideration.
Remarketing to past customers through email campaigns, reviews and referral programs, or social media platforms can further the personalization of experiences for guests while also promoting business. Don’t forget about your guests the second they return the key, because their reviews/referrals can provide you with valuable feedback, bring in more business, and support your brand on social media.
In short, keep up with the recent surge in online bookings by optimizing your use of keywords, ramping up the content of your website, and taking your social media presence to the next level. In an industry where superior customer experience is the differentiating factor, keep the minds of your customers at the center of your marketing decisions.
For more hotel marketing tips, tricks, and trends, check out the WordStream blog.