There are two types of people: those who love staying in hotels and those who hate it. I must say that I lean more towards the latter, and often find myself choosing Airbnb over hotel stays when traveling for leisure. Why? It’s often more affordable, feels less sterile, and can offer unique touches that make the place feel more homey. However, if the hotel is able to market themselves right, offer a reasonable price, and treat me like a queen, then this decision could easily shift.
The hotel market is saturated with competitors. This makes it difficult for hotels to stand out and attract guests, especially with the increasing popularity of alternatives like Airbnb and Home Away. Hotel marketers are aware of these challenges, but they still need to meet, and ideally surpass, their booking targets. So, what can struggling hotel marketers do? How can they ensure potential guests find their hotel and get excited enough to book a stay? Don’t worry, because here are 10 foolproof tips for success in hotel marketing!
Tip #1: Maximize Online Visibility!
Technology dominates the travel industry. Travel agents are a thing of the past. Today’s travelers conduct their own research from the comfort of their homes. If your hotel is difficult to find online, it’s no surprise that bookings are scarce. To attract potential guests, your hotel needs to be visible across all relevant online platforms. Most travelers (75%!) begin their search for accommodations using a search engine. So, prioritize SEO and make sure your business listings are in tip-top shape. Incorporate relevant hotel keywords into your website content and guarantee a fast loading speed for your site.
Mobile platforms are particularly effective for travel companies, resulting in high click-through rates and low costs. However, don’t solely depend on organic optimization. The search engine results page (SERP) for hotel-related searches is heavily populated with ads, meaning ads are the first thing people see. For example, the entire screen in the screenshot below is dominated by ads. It’s crucial to bid competitively on Google’s Search and Display Networks (including hotel ads!), Bing, social media platforms such as Facebook and Instagram, and travel websites like TripAdvisor and Kayak.
Don’t limit your presence to a single social media platform, search engine, or travel website. While maintaining a strong presence on every platform may not be necessary, it’s essential to analyze your website analytics, identify the platforms from which most bookings originate, and establish an engaging and competitive presence on those specific platforms.
Tip #2: Prioritize Remarketing
Did you know that the abandonment rate for online hotel bookings is a staggering 75%? That means three out of four people initiate the booking process but abandon it before completion. There are countless reasons for this, from everyday distractions (like phone notifications and crying children) to the sheer volume of alternative options. Whatever the reason, this doesn’t mean you should give up. Given these distractions and the overwhelming choice available to travelers, remarketing is an essential hotel marketing strategy.
Remarketing allows you to reduce your cart abandonment rate and secure more bookings by retargeting previous website visitors with attractive display ads. This serves as a reminder of your hotel and guides them back to complete their booking. Offering enticing deals can further incentivize them to choose you over competitors. Ensure the booking process is seamless and user-friendly. Set up remarketing campaigns on platforms like Google Ads, Facebook, and other social media channels as soon as possible!
Tip #3: Precision in Target Audience
What type of hotel are you promoting, and who are your typical guests? The marketing approach for a budget-friendly Super 8 Motel off a highway will significantly differ from a luxurious Ritz Carlton on a Caribbean beach. These establishments cater to different demographics with varying travel habits and budgets. This is where tools like income targeting become invaluable. While this may seem obvious, there are even more granular ways to segment your audience. Many hotels, even within the same chain, cater to a mix of income levels by offering a range of room options, from extravagant presidential suites to more affordable discounted rooms. Each of these customer segments requires a tailored approach. Even the location of the same hotel chain can influence the target audience. All these factors are crucial considerations when developing marketing campaigns. Consider dividing your audience into two, three, or even four distinct campaigns to deliver the most relevant message to the right potential guest. Fortunately, platforms like Facebook offer sophisticated targeting options, making this task more manageable. Invest the time to define your target audiences accurately. This ensures you deliver the right message to the right person at the optimal time. Take this Facebook ad, for instance, which is likely targeting business travelers with higher travel budgets.
However, a trendy hotel located in a vibrant district like LA’s Koreatown might target a younger demographic of single travelers.
Tip #4: Strategic Budget Allocation During Peak Booking Seasons
Hotels, depending on their location and offerings, experience distinct peak seasons. A ski resort in the Alps and beachfront rentals on a sunny coast will have different periods of high demand. As a hotel marketer, you’re likely aware of your peak booking season, but your advertising budget should align accordingly. Allocating a larger portion of your annual budget to your busiest period simply makes sense. Analyze your hotel’s booking patterns, identifying busy, steady, and slow periods, then adjust your budget accordingly. Ensure your peak season window is not too narrow. While this requires planning, platforms like Google Ads allow for flexible budget adjustments. Just make sure you actively manage and optimize your budget!
Leverage ad scheduling to optimize your campaigns. When do people typically book trips? Business travelers might book during work hours, while leisure travelers might book on evenings or weekends. Utilize data insights to pinpoint peak booking times and schedule your ads strategically, allocating a higher budget during those periods.
Tip #5: Incentives to Drive Interest
What makes your hotel stand out from competitors, especially those offering better locations or lower prices? To entice potential guests, you need a compelling unique selling proposition (USP). If obvious advantages like the lowest prices or best reviews aren’t prominent, brainstorm unique incentives and offers. For instance, consider a 15% discount for first-time guests. Incentives create a sense of urgency, encouraging bookings to avoid missing out on limited-time deals. The example below showcases a luxury hotel in San Juan, Puerto Rico. They have a dedicated section on their website showcasing special offers. One offer features 30% off for two-night stays, 15% off dining, and 24-hour access to their state-of-the-art fitness center.
Tip #6: Cultivate Local Partnerships
Unless your hotel is in a remote location, it’s surrounded by local businesses. Whether they are well-known restaurants, unique shops, or popular yoga studios, building relationships with nearby businesses, especially for boutique hotels, is mutually beneficial. For example, you could collaborate with a popular local brewery to offer a package deal that includes a brewery tour, beer tasting, and a discounted stay at your hotel. These partnerships are an effective, affordable way to boost bookings.
Tip #7: Market the Destination, Not Just the Hotel
Many potential travelers haven’t decided where they want to spend their vacation time. Therefore, your marketing should extend beyond highlighting your hotel’s amenities. While promoting luxurious room service and stunning infinity pools is beneficial, showcasing the attractiveness of your location is equally crucial. What makes your city or town a desirable travel destination? Consider this excellent example from The W Chicago. Instead of solely focusing on their modern amenities, they also promote local events, targeting festival-goers. This approach likely attracts tourists who hadn’t even considered Chicago as a vacation option. Incorporate Take advantage of the local attractions and events into your marketing and highlight what makes your city special.
Tip #8: Create a Stunning and User-Friendly Website
This may seem obvious, but numerous hotel websites lack a compelling design, which can deter potential guests. An unattractive website reflects poorly on the physical hotel. Your website is often the first impression, so it needs to be visually appealing and user-friendly. It should offer simple navigation for users on all devices, providing easy access to information and a seamless booking experience. When revamping your website, prioritize a clean, crisp, and simple design and navigation. Use professional, high-resolution photos of your hotel, optimized for various screen sizes. Keep the language concise and ensure a straightforward booking process to minimize abandonment rates. Videos are also effective in showcasing your space in an engaging way. Badrutt’s Palace exemplifies a hotel website embracing these design elements. Their captivating background video on the homepage beautifully portrays the beauty of their location. In a visually driven industry like hospitality, leveraging the beauty of your surroundings is paramount.
Tip #9: Exceed Customer Service Expectations
Exceptional customer service is integral to marketing, particularly in the hospitality industry. Going above and beyond for your guests increases the likelihood of positive online reviews, referrals, and repeat visits. So, what constitutes exceptional customer service? It starts with hiring and training staff who prioritize customer satisfaction. While dealing with people can be challenging, prioritizing the customer is key. For example, if a guest is unhappy with their room’s view, and no alternatives are available, consider offering to move them later in their stay. As compensation, offer a complimentary bottle of champagne and a handwritten apology note. These gestures leave a lasting impression and demonstrate customer value.
Exceptional customer service often translates into positive word-of-mouth marketing. Explore these customer service stories for more ideas on how to exceed your guests’ expectations.
Tip #10: Implement a Customer Loyalty Program
Previous guests, especially those who had a positive experience, can be your most valuable marketing asset. Loyalty programs effectively encourage repeat visits by offering exclusive discounts and perks to returning customers. Consider a tiered system where guests earn points to reach different levels (e.g., Gold, Platinum) for greater rewards.
Check out how your favorite hotels structure their loyalty programs for inspiration.
No Reservations
If your bookings haven’t increased after implementing these proven strategies, your hotel must be incredibly remote. In all seriousness, this guide should put your hotel on the path to increased bookings and success.