The hospitality industry is one of the most competitive, therefore, marketing your hotel can be a minefield if you don’t know what you’re doing. It’s worth building an extensive database along with a comprehensive marketing strategy to maximise conversion rates. There are hundreds of options, but understanding these basics will get you started.
Before embarking on a complicated marketing campaign, you should have a conversation with your current customers, and ask these questions:
Who are the people who book your hotel? Businessmen, families, young couples? It’s no good using targeted marketing if you don’t know your target.
Where did they find out about your hotel? This information helps you gather information about which avenues are most lucrative and which need more work to improve conversion rate.
What do your guests value, and care about? Finding out this information can help you find your target audience and also help improve things if certain areas are lacking. Most hotels have guests complete a satisfaction questionnaire during their stay to collate this information. Always ask for an email address as you can update them regularly with news and special offers.
You now have information and it’s time to decide where to spend your marketing budget. Online marketing is profit-driven and, if done correctly, it works. However, you need to focus your strategy and budget on platforms that bring in profit. The CEO is not interested in how many shares you have on Facebook, likes on Twitter, or how many emails have been opened. They are interested in how many bookings the hotel receives.
More often than not, Google is the starting point for anyone looking for a hotel. In that respect, AdWords can work really well in the hospitality business. You pick certain keywords that people use when searching for a hotel then create an ad using these keywords. Some are expensive so concentrate on those that emphasise your USPs (Unique Selling Points). Google have recently added new features to enhance this service for best results:
- Create a Google ‘My Business Page’ and make sure the hotel’s Google Maps is optimised.
- Join Google’s Travel Blog for travel marketers. Keep ahead of your competitors by being first to know the new features and relevant travel news.
- Highlight your features, special offers, and upcoming events. These should be highlighted in all your marketing but can be especially useful if, for example, someone is searching for a Christmas party or a naturist beach.
- Sign up for a Google Business View which Google promise to set up in five working days.
Google also has an invaluable tool for marketers within its AdWords service, which allows you to build a user list through its remarketing tag. This list can include:
- Visitors to your website made up of people who have clicked through.
- Visitors who took specific actions, either enquired or booked through the website.
- A similar user list can be automatically created by Google to target users with similar interests.
- Customer match email address lists. Hotels with a comprehensive CRM can upload bulk emails to create logical user email lists.
Email marketing and AdWords can also be extremely effective on social media platforms. The best way to engage people is to run a competition – the bigger the better! You incentivise engagement, with the opportunity to win a prize, and can generate hundreds – if not thousands – of email addresses and phone numbers with an optimised entry form. This can also give you demographic information so you focus your marketing in certain areas and generate leads interested in your hotel.
Targeting your Facebook ads to existing contacts allows you to engage with people, by name, who are aware and have interacted with your brand. All you need to do is encourage them to do so again and you can reward them by offering tailored discounts and special offers.
These are some of the simplest ways of building an email database. You can add to the list over time enabling you to remarket to previous guests as well as new contacts. Please feel free to contact us if you need help with any of your marketing content, blogs or articles.
© Donna Hepburn 2016