Hotel Marketing
Running a successful hotel requires more than just providing excellent service and stays, it also requires effective marketing strategies to attract guests and keep your rooms booked. However, making your luxury hotel stand out in the competitive world of hospitality can be a challenge, especially with so many platforms and digital channels to cover! To try and make your marketing strategy plan easier, we have collated a list of 5 different ways to market your hotel.
Search Engine Optimisation is a key part of digital marketing, and ignoring its effectiveness can make your luxury hotel less discoverable than your competitors, meaning that potential guests who are conducting their research online might completely miss what you have to offer. Improving your hotel’s visibility in search engine results is essential for attracting organic visitors to your website. SEO is also great because it attracts people who are on the lookout for stays in your area, otherwise they wouldn’t be researching it. So optimise your website content with relevant keywords related to your location, amenities, and target audience.
A great way to naturally include keywords relevant to your hotel without overcrowding the main landing pages is by writing blogs. They can be related to local events, and attractions, bringing great value to travellers who want to stay where your hotel is based. However, it is important to remember the crucial rules SEO to make sure your efforts are not futile. Read our article on the Top 5 SEO mistakes, which can negatively affect your discoverability.
Leveraging paid advertising is another crucial aspect of an effective hotel marketing strategy. In the competitive landscape of the hospitality industry, utilising paid advertising channels can significantly enhance your hotel's visibility and reach, especially when competing with hotels that already utilise paid ads. Platforms such as Google Ads, as well as social media advertising offer targeted options to reach potential guests based on their demographics, interests, and online behaviour. By strategically investing in paid advertising, you can amplify your hotel's digital presence, drive traffic to your website, and ultimately increase direct bookings.
However, it is essential to craft compelling ad copy and use visuals that resonate with your target audience, differentiating your hotel from competitors. Additionally, closely monitoring ad performance and adjusting strategies accordingly is key to maximising return on investment (ROI). With a strategic approach to paid advertising, your hotel can effectively capture the attention of prospective guests and drive tangible results in the competitive and ever-evolving digital landscape.
To make sure your PPC efforts are not hindered by commonly spread paid advertising myths, read our article ‘’Top 5 PPC misconceptions’’.
Putting guest reviews and user-generated content (UGC) to use is a powerful strategy to enhance your hotel's marketing efforts. In the modern day, potential guests heavily rely on reviews and recommendations from past visitors to make informed decisions about where to stay. By actively encouraging guests to leave reviews on platforms like TripAdvisor, Google Reviews, and social media channels, you can build trust and credibility with prospective customers.
Additionally, leveraging user-generated content such as photos and videos shared by guests can provide authentic glimpses into the guest experience, showcasing the unique features and offerings of your hotel. Incorporating such content into your marketing materials, website, and social media posts not only validates your hotel's reputation but also serves as compelling social proof to attract new guests. Furthermore, engaging with guests through responding to comments and sharing UGC demonstrates a commitment to customer satisfaction and fosters a sense of community around your brand. By leveraging the power of guest feedback and user-generated content, your hotel can effectively connect with potential guests and drive bookings while building a loyal customer base, who are excited to share their content and thoughts with you.
To learn more about ways you can leverage UGC, read our previous article ‘’User Generated Content for Luxury Hotels’'.
Creating an engaging social media presence is essential for hotels to connect with their audience and showcase their unique offerings effectively and organically. With the rise of social media platforms like Instagram, TikTok, and Facebook, hotels have a unique opportunity to engage with potential guests in real-time and foster meaningful relationships, which lead to guest loyalty and better brand awareness. By sharing visually captivating content such as stunning photos and videos of your hotel's amenities, accommodations, and local attractions, you can excite your audience and inspire them to envision themselves experiencing the exceptional standard of hospitality your hotel offers.
Additionally, responding promptly to comments, messages, and enquiries demonstrates attentiveness, encourages active engagement from followers and reinforces your commitment to providing exceptional guest experiences, even in the digital realm. With a thoughtful and consistent approach to social media management, hotels can not only increase brand awareness and engagement but also drive direct bookings and cultivate lasting connections with their audience.
Lastly, offering special packages and promotions is a strategic approach for hotels to attract guests, increase bookings, and enhance revenue streams. By designing enticing packages tailored to different guest preferences and occasions, while still sticking to the essence of your establishment, hoteliers can create added value and incentivise potential guests to choose you over competitors. Whether it's a romantic getaway package with champagne and spa treatments, a family-friendly stay with discounted rates for local attractions, or a girls’ weekend package with complimentary self-care amenities and services, providing diverse offerings catered to specific demographics can help you capture direct bookings and expand your brand awareness. It is also a good idea to reach out to past guests, offering special add-ons or a discount if they decide to stay with you, due to their past loyalty.
On top of that, limited-edition promotions and exclusive deals can create a sense of urgency and encourage immediate action from potential guests. By continuously innovating and refreshing your special packages and promotions, hotels can keep their offers relevant, attract new guests, and foster loyalty among existing customers, ultimately driving sustained business growth and success.
By utilising the above approaches to marketing your luxury hotel, you can optimise your overall marketing strategy, all while improving your discoverability and attracting new potential guests to your hotel. In the competitive hospitality industry, it’s crucial to stay on top of it and regularly review your marketing strategies to stay ahead of the game. To make this even easier, you can now subscribe to the Big Bear Newsletter, of which you can expect regular updates and news from the ever-changing world of digital marketing.
