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Global restrictions on travel are impacting livelihoods across our industry. We sympathize with the difficult decisions you may be facing and hope you, your staff and families remain healthy. What travelers want. Over the last several months we surveyed 34, travelers to learn how they will travel, search, and buy now.
Is it worth it? Having a hotel marketing strategy helps you align the time and money you spend against a clear purpose and reaching the right type of traveler. Especially if you have a lot to juggle, taking time to define your strategy will help you make good in-the-moment decisions and ultimately see your business grow.
Your goals for business growth give marketing a purpose. Often that means driving revenue, but sometimes the objective is increasing repeat business or improving guest satisfaction. Can you list your top business goals for the year? Start with your performance over the last 12 months and the key metrics you use to measure success. Opportunities to improve might include:.
Knowing specifically how the business intends grow, helps marketers think more strategically about the impact their efforts need to have and their goals will reflect that clarity. How many marketing goals should you set for your hotel? Articulating marketing goals provides guidance for the planning, execution and measurement that follows. Avoid being spread too thin by not setting too many goals — two or three essential objectives is a good place to start.
Another best practice is to articulate goals that are specific, measurable, achievable, relevant and time bound.
Business objective. A target audience is a group of consumers with similar characteristics that are important to a business because they represent more potential value than the general population. Another possibility, is a group whose travel plans closely align to your business objectives — last-minute trips, longer stays, reduced risk of cancellation, etc.
Narrowing your focus on a specific group allows you to tell a truly compelling story about why your property is perfect for their needs and support your claim with example amenities, photos and glowing reviews from previous guests who are like them. This enhanced appeal will help you win more business with the guests you want most. With millions of consumers worldwide traveling regularly, there are numerous ways to define a target audience — here are three common segments:.
With expenses covered by their company, business travelers can be less budget conscious, but prioritize convenience. If your property is close to an airport or offers parking, has a stable, high-speed internet connection, a restaurant and possibly a fitness center—corporate travelers could be perfect for you. Parents who want to relax will value convenience and opportunities to keep their kids busy but may be a bit cost-conscious. If your property offers parking or an airport shuttle service, is located close to must-see sites or activities, offers a swimming a pool or a garden and includes a free breakfast—families on holiday could be your best guests.
These travelers are typically ready to relax and enjoy. On-property golf, tennis, swimming or spa services will likely appeal. And if your location is at the beach, in the heart of the city or near the ski slopes, or offers access to wineries, golf, hiking, cycling, fine dining or must-see sites—leisure travelers may be for you.
If your property has a revenue management strategy , target traveler segments may already be defined. Another way to identify your best guests is to review your occupancy for the last 12 months by traveler type and review their feedback. If you work with an OTA, this will be a less daunting task.
It clearly explains how staying at your property fulfills their dreams and provides specific examples of how your staff and amenities will make it so. Ideally your value proposition demonstrates how your hotel is unique and better than others the traveler might consider and is supported by guest reviews and any responses they might read.
Your value proposition will become the foundation for your marketing messages and should be reflected in your communication with guests. Photos are the most powerful way to communicate your value proposition to travelers, especially in digital channels such as your website, an OTA listing or on social media.
They allow guests to see what is unique and special—the view, the room, the pool—and, more importantly, imagine themselves enjoying your property. As leisure travelers increasingly crave immersive experiences, include images of your nearby sites to help inspire them.
Our quick guide to hotel photography is a good place to learn more. Confession time. Where you reach your target travelers is typically an extension of the programs you develop and belongs in your hotel marketing plan.
But, in the spirit of having marketing goals that are achievable, understanding the right mix of channels for your budget and resources seemed important to share. Hotel marketing channels are the places where you can reach and influence travelers.
Your website, an OTA listing, online advertising, social media, email, in-person events—these are all channels. These channels are the foundation of hotel marketing and are core to most distribution strategies. They require little budget and can reach millions of travelers a month. Provides full control over how you tell your story and is the only online channel for direct bookings. If you have some budget and a little resource, these channels build on the essentials and can boost your performance.
Social Media Marketing Post content to social sites such as Instagram where travelers go to research travel destinations. These channels require budget, specialized knowledge, and possibly additional resources to help manage. They should be layered after Essential and Catalyst channels. Improve organic free traffic to your website by adding more pages optimized for key words. Key words are picked up by search engines when travelers are searching for travel accommodations. You have the building blocks to create a marketing strategy that supports your growth.
The next step is simple—start. One specific, measurable marketing goal, a defined target traveler and compelling promise is all you need. The next step can be aligning the marketing you already have to that strategy. Even if you only focus on the essential channels — updating the copy, descriptions and photos on your website and OTA listing—it will help.
Any new activity needs to align with your goal, otherwise spend that time enjoying your guests. Tap into marketing programs to target high-value guests, promote your market or simply increase views of your listing.
Data reveals packages attract early-bookers who stay longer and cancel less. Learn to tap into these high value guests. Attract the right guests. Delight them. What is a hotel marketing strategy? How do you set hotel marketing goals? How do you determine valuable guests? Why should guests choose your hotel? Which marketing channels should you use?
Begin to build your hotel marketing plan. Table of Contents. Insights you can use: A guest-centric guide to hotel marketing strategy. Download as PDF. Thank you for your interest! What is a target audience? Why should you have a target audience? Sample hotel target audiences With millions of consumers worldwide traveling regularly, there are numerous ways to define a target audience — here are three common segments: Business travelers With expenses covered by their company, business travelers can be less budget conscious, but prioritize convenience.
Families on holiday Parents who want to relax will value convenience and opportunities to keep their kids busy but may be a bit cost-conscious. Leisure travelers without kids These travelers are typically ready to relax and enjoy. Defining your right traveler If your property has a revenue management strategy , target traveler segments may already be defined. Which guests do you serve best? Think about your physical location e.
Consider the features of your property e. Reflect on your rooms and the amenities you offer e. Your answers should reveal a potential target audience and certainly one that will be searching for the guest experience you offer. And positive reviews usually result when a guest's expectation are met — or even better, exceeded. Who stays today and what do they say? Bringing your promise to life Photos are the most powerful way to communicate your value proposition to travelers, especially in digital channels such as your website, an OTA listing or on social media.
What is a hotel marketing channel?
Online shopping has steadily grown over the past few years and is expected to reach Source: Statista. One of the first steps of creating a growth strategy is coming up with an effective marketing plan to align your company as well as bring all your strategic goals and ideas into fruition. Marketing plans ensure that every marketing initiative is done in sync with an overarching strategy, ensuring maximum return on investment and an efficient use of time and resources. Marketing is a significant driver of sales for ecommerce.
PDF | On Nov 16, , Collins Nwabuibe published STRATEGIC MARKETING PLAN | Find, read and cite all the research you need on ResearchGate.
The strategic marketing process is a deliberate series of steps to help you identify and reach your goals. Here are the steps to a successful strategic marketing process. Strategic marketing planning involves setting goals and objectives, analyzing internal and external business factors, product planning, implementation, and tracking your progress. Mission: Apple is dedicated to making innovative, high-quality products. Marketing Strategy: Apple usually is first to the marketplace with new products and the company relies on brand loyalty from existing customers as a strategy when launching new products and services.
Knowing the marketing strategies that can impact your business positively is a great way to improve your sales, market presence, visibility, and relevance. This is the reason why a lot of businesses put their time and effort in finding the most suitable marketing strategy for each of their needs. Do you want to incorporate Instagram marketing or any other kinds of marketing strategies to your operations and undertakings? We have listed several marketing strategies that your business can refer to depending on what you would like to achieve at a given time period or circumstance. If so, you came to the right place as we have a list of samples that can make it easier for you to develop a particular marketing strategy document. Every business should have a marketing strategy if it really wants to become profitable and sustainable. Presenting your brand through content marketing and other kinds of strategies and tactics can help spread awareness about who you are as a corporate entity.
Global restrictions on travel are impacting livelihoods across our industry. We sympathize with the difficult decisions you may be facing and hope you, your staff and families remain healthy. What travelers want.
In a globally competitive world, having a robust marketing strategy template is necessary to map out the best way to attain your objectives. With this template, you can develop a clear timeline for your brand's action plan that you can share easily with your team and clients for the most efficient results.
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