Retold Recycling program at Conrad New York Downtown — Photo by Hilton

The hotel industry has gone through a tremendous amount of change since March 2020. Depending on what market the hotel resides in, the ebbs and flows have varied by year and seasons, but as we enter into the end of 2024, things have leveled out. We, as an industry, have identified new need periods as a result, and can leverage marketing to help increase revenue with three key elements: consistency, planning and impact.

Consistency is key in marketing. Maintaining uniform branding, imagery and messaging across all channels helps build trust with past and present guests. Relevant and regular communication ensures your hotel stays top of mind. Consistency is just as important when reaching the right customer, at the right time, over and over again. Continuous exposure builds brand recognition, trust, and loyalty, making it more likely that guests will think of your hotel when it is time to book. One of the most effective ways to do this is through digital advertising.

Digital Marketing

In today’s digital age, marketing plays a pivotal role in shaping customer experiences. Hotels need to reach the customer at the beginning of their dreaming phase– the early stage of travel planning when they are still deciding where and when to go– meeting guests where they are at and reaching the tech-savvy travelers. Here are a few ways hotels can leverage technology to influence consumer behavior and increase revenue:

Mobile Optimization
With a significant number of travelers using their phones to research and book accommodations, having a mobile-friendly website and booking platform is essential in hospitality. Ensure that your website is responsive, loads quickly, and offers a seamless booking experience on mobile devices for the most optimal customer experience.

Virtual Reality (VR) Tours
Offering virtual tours of hotel facilities and rooms can entice potential guests to make bookings. VR provides an immersive experience, allowing travelers to explore the property from the comfort of their homes. Perception is important, especially in the awareness stage. VR gives guests a 3D glimpse of what a stay at your hotel will look like through high-res visuals that can influence how travelers perceive the hotel and proceed in making a reservation.

Digital Paid Advertising

The next step in digital marketing is digital paid advertising: Targeted Advertising and Personalization

Digital marketing allows hotels to create targeted advertising campaigns based on demographics, consumer behavior, and interests. This precision ensures that the right messages reach the right audience segments, increasing the chances of converting potential guests or sales. This can be done successfully by understanding your audience, including the hotel’s top feeder markets.

Personalization
Can improve engagement and drive direct bookings through efforts such as email marketing, retargeting ads, and dynamic website content tailored to individual user preferences. Personalization helps build trust and loyalty with both past and potential guests.

Search Engine Optimization (SEO) and Content Marketing
SEO strategies help improve a hotel’s visibility in search engine results, making it easier for potential guests to find the property when searching for accommodations. Implementing the right strategy can help drive organic traffic to your website and allow your hotel to rank higher in the right searches.

As noted, travelers are booking, researching and making purchasing decisions on their phones more than ever before. This, of course, includes the use of social media, where guests can see what other guests experienced, reference influencers who have traveled to specific locations and check out the hotel’s offerings all in the palm of their hand. This is important as it not only provides a sense of authenticity, but it allows guests to envision how their experience will be at the hotel without actually being there in person.

Leveraging Social Media and Influencer Marketing

Social media platforms have become powerful marketing tools for hotels. They offer opportunities to engage directly with past, current and potential guests, showcase unique offerings, and build brand loyalty. Here’s how hotels can leverage social media and influencer marketing to increase revenue:

Visual Storytelling
Use high-quality, social first, images and videos to tell your hotel’s story on platforms like Instagram, Facebook, and TikTok. Highlight the unique features, amenities, and experiences that set your hotel apart from the competition. In a world oversaturated with content, authenticity is important to stand out amongst competitors while building trust and fostering genuine connections with your audience. Showcasing the guest experience through strong visual storytelling can make the difference in the decision making process that will lead travelers to book a stay at your hotel.

User-Generated Content (UGC)
Encourage guests to share their experiences on social media by creating Instagrammable moments on property and hosting contests. UGC not only increases brand visibility but also builds trust among potential guests. This also provides a sense of lifestyle and authenticity, allowing travelers to see your hotel through the perspective of a content creator, or even a traditional guest.

Influencer Partnerships
Collaborate with influencers and bloggers to reach a wider audience. Influencers can showcase your property to their followers, generating interest and driving bookings. There is a level of existing trust within an influencers’ community that you can capitalize on as a hotel. Giveaways, with the right candidate, are also a fantastic way to increase engagement and widen your reach through your social media channels. If the influencer’s audience aligns with the hotel’s desired target audience, this works well to build loyalty with new followers which in turn can generate sales.

As the world becomes more aware of global warming and how they can reduce their carbon footprint, travelers become more conscious of the impact they leave on the world when they travel. While sustainability is not a marketing trend, how we capitalize on it to generate revenue is. Take your time to understand and cater to the eco-conscious travelers.

Sustainability

Sustainability has become a top priority for travelers worldwide. Hotels that adopt eco-friendly practices can attract environmentally conscious guests and differentiate themselves in a competitive market by showcasing their commitment to sustainability. Consider these sustainable tourism strategies:

Green Certifications
Obtain certifications such as LEED (Leadership in Energy and Environmental Design) or Green Key to demonstrate your commitment to sustainability. Display these certifications on your website and marketing materials.

Eco-Friendly Amenities
Offer eco-friendly amenities, such as refillable toiletries to eliminate waste, energy-efficient lighting, and water-saving fixtures. Highlight these initiatives in your marketing efforts to appeal to eco-conscious travelers. This is also a benefit to group guests who have company standards and requirements for booking meetings.

Community Engagement
Support local communities by sourcing products and services from nearby businesses. Promote cultural experiences and eco-tours that showcase the destination’s natural beauty and heritage.

Highlighting local culture, experiences and local attractions is a great way to attract guests. Leveraging your destination is always a good idea– and being able to market your destination and activities for guests while traveling is always a great idea to drive revenue.

Capitalizing on Local Experiences

Today’s travelers seek authentic and immersive experiences that allow them to connect with the local culture. Hotels can capitalize on this trend by offering unique experiences that showcase the destination’s charm and character. Here are some ideas:

Local Partnerships
Collaborate with local tour operators, restaurants, and artisans to create exclusive packages and experiences for guests. This could include cooking classes, guided city tours, or craft workshops. Partnerships can also help elevate a hotel’s offerings. Say your hotel does not have a spa. Partnering with a nearby wellness center or spa to offer an exclusive discount for first-time guests, or even offering in-room treatments can be another selling point for travelers. By offering local partnerships and exclusive offerings, the hotel can provide curated, authentic experiences that resonate with guests who want to fully immerse themselves in the culture and environment of your neighborhood.

Event Hosting
Host events that highlight local traditions, such as cultural festivals, art exhibitions, or live music performances. Promote these events through your marketing channels to attract both guests and locals.

Expanding distribution channels can help hotels reach a broader audience and increase bookings. By diversifying distribution strategies, hotels can maximize visibility and revenue.

Expanding Distribution Channels

Reaching a wider audience is always a good idea and a fantastic way to drive revenue – these distribution strategies include:

Online Travel Agencies (OTAs)
Partner with popular OTAs to increase exposure and reach new customers. Ensure that your hotel is listed on major platforms like Booking.com, Expedia, and more.

Metasearch Engines
Utilize metasearch engines, such as Google Hotel Ads and TripAdvisor, to drive traffic to your website. Metasearch engines aggregate prices from various sources, allowing travelers to compare options.

Direct Booking Incentives
Encourage direct bookings by offering exclusive incentives, such as discounts, loyalty points, or complimentary services. Promote these incentives through your website and marketing campaigns.

In a rapidly changing hospitality landscape, staying ahead of marketing trends is essential for hotels seeking to increase revenue throughout the year. By embracing digital transformation, leveraging social media, prioritizing sustainability, and more, hotels can attract more guests and enhance the overall guest experience. As the industry continues to evolve, hoteliers who remain agile and innovative will be well-positioned to thrive and achieve long-term success.

Reprinted from the Hotel Business Review with permission from http://www.hotelexecutive.com/.