A hotel’s marketing strategy must be dynamic and change depending on the seasons, the year, and the market trends. You’ll find below a list of some of the latest marketing strategies.
1. Increase your website traffic by investing in SEO
Without Search Engine Optimization (SEO), your hotel website may not be discovered. If your website is properly optimized, you will be able to capitalize on the captive audience of 75% travelers who start their hotel search on search engines. It’s therefore important to invest resources to improve the SEO of your site.
Do extensive keyword research in order to determine what your audience is looking for. Use the keywords relevant to your hotel or geographic area as engaging copy and messages. Also, ensure that your website is mobile-friendly and quick-loading.
Link building is another important aspect of SEO. Metasearch engines and OTAs are the two places where travelers look first. This type of link-building will not only help to drive direct bookings but will also help increase visibility and improve your website’s organic positioning.
2. Search AI-optimized
It’s important to optimize your online presence for travelers who use AI assistants such as ChatGPT to research and book accommodation. Use conversational formats to structure your content. For example, you can ask questions and answer them in a way that matches how people phrase their queries.
Make sure your website is mobile optimized, loads quickly, and has the latest schema markup so that AI tools can interpret your amenities and policies. Listing your property on platforms such as Google Business, TripAdvisor, and Booking.com is a good idea. Include details about pet policies, parking, and sustainability initiatives, and the types of rooms. Your content will be more visible when you have a structured and semantically-rich website.
3. Data is a powerful tool.
One of the best hotel marketing strategies involves using data to make smarter decisions. Google Analytics offers powerful insights on how your users interact with your site, what channels generate the most bookings, and who your target audience is.
Your hotel management system is another tool that you should consider. It will allow you to identify your target groups by analyzing your current customer base. The data that you can unlock using a hotel rate management program like Mews is also invaluable, as you can use it for optimizing inventories and maximizing profits. Once you have the data, you can select marketing messages that will help you reach your goals.
4. Take advantage of the hype surrounding highly promoted events
Hoteliers can take advantage of unexpected demand spikes that are triggered by external events, even though hotels experience seasonal fluctuations. Dynamic pricing tools are invaluable in this situation. You can respond to booking changes in real-time, whether it is a concert, sporting event, or last-minute convention.
Imagine, for example, that a well-known artist such as Taylor Swift or Coldplay announces a new tour in London. Fans rush to purchase tickets within minutes and begin looking for nearby hotels almost immediately. Hotels that rely on manual updates or static pricing may miss this crucial window, leaving money on the table or selling rooms at the pre-announced rates. A revenue management system allows you to detect spikes in traffic and take cues directly from data sources. You can then adjust prices immediately. You’re not just keeping up with the market, you’re also ahead of it. This ensures that your hotel is able to capture maximum revenue at times of high interest.
5. Define your unique value proposition
Why should guests choose your hotel instead of others, when there are so many offers available? Your unique value proposition will come into play here. You can use your unique selling proposition to make you stand out. Your campaigns should be as unique as your experience.
The way you provide top-notch service to your guests is what defines the brand. You can offer guests a complimentary bottle of wine or a cocktail as a welcome gift. These small gestures can make a lasting impression and create memorable experiences for guests. The better you treat your guests, the more likely it is that they will become advocates, sharing their experience on TripAdvisor or social media, as well as through word-of-mouth.
Consider, for instance, the marketing focus. It is expensive and competitive to target broad search terms such as “hotel in Amsterdam”. By positioning yourself as a boutique pet-friendly hotel near a park, you can instantly narrow your target audience and gain a loyal following. Travelers who are looking for accommodations that suit their needs, such as pet lovers who will not book until their furry friends are welcomed, are more likely to notice you. This type of positioning reduces marketing costs and increases your visibility on AI-driven platforms. It also drives more qualified traffic, which is more likely convert. Your unique value proposition is not just what makes your hotel unique – it’s about how you can turn that specialness into an advantage for your business.
6. Direct bookings for rewards
Direct bookings in the travel sector are gold because you do not have to share your profits with any third parties. This is ideal for a hotel’s profitability. It’s important to reward direct bookings as well as returning guests. It could be done through lower prices or special discounts, room upgrades, or even a small welcome gift. You can make direct bookings feel special and encourage repeat guests to recommend your property. Find out more about Mews’ booking engine.
7. Create a customer journey map and include touchpoints.
Mapping the customer journey involves understanding the various phases of a customer’s trip and ensuring you have a message and a strategy that will attract them with your marketing efforts at each stage.
Make it clear to customers during the pre-trip stage what makes you different. Upgrades and customizations can make them feel appreciated. Consider having a chatbot that is available 24/7 to answer common questions and to prevent them from being a barrier to booking.
You want to provide your guests with a memorable experience, and that means providing them with excellent customer service. Your staff should regularly monitor their satisfaction.
Contact the customer after your trip to thank them for their business, ask for feedback, and reward future bookings.
8. Social media is a great tool to use
Social media is one of the best tools to increase revenue and market your hotel. Post engaging content regularly, using a calendar. Social media marketing is a great way to increase direct bookings and drive traffic to your hotel website. But you must maintain your presence on a regular schedule.
Social media can also be used for brand awareness and to highlight staff or sustainable initiatives. You can increase conversions by grabbing travelers’ attention on social media.
9. Spend more during the peak booking season
Invest more in marketing during peak seasons. You can use historical data to determine the most popular times of the year and adjust your advertising budget accordingly.
As an example, people don’t start planning their holidays in the summer when it’s hot. But as soon as fall arrives, they will begin to research and make plans. You’ll want to allocate a sufficient budget to your advertising during this time to ensure that you can capture guests at the moment they are most likely to be looking.
10. Identify target audience
It is important to identify your target audience for a successful campaign. You can target your offer to specific people by defining your audience.
Understanding your ideal guest’s travel motivations and preferences, including their interests, length of stay, booking preference, and other factors, will help you create a marketing strategy that is more effective in reaching travelers who fit your profile.
11. Your hotel website should be appealing
Your website is a business card of the modern age. Guests can see your services and facilities to decide if they suit their needs. Your website should have original content with a clear tone of voice, and photos that will make your hotel seem like the “place to be.
Consider promoting special deals and offers that are only available on your website in order to increase direct traffic. Your website should be easy to use and free of barriers to purchasing. Send push notifications to guests who have abandoned their shopping baskets.
Watch this episode of Matt Talks to learn more about how to improve the performance of your hotel website. Our CEO Matt is joined by Michael Fitzsimmons,s VP of Growth at Mews, to discuss the role that hotel websites play in serving as digital business cards.
12. UX-optimized cookie banners: How to optimize them
When researching a leisure stay, potential guests often begin their research early and browse multiple websites over a period of days or weeks. They also consult friends, family, or other travelers.
A user-friendly, smooth cookie banner will not only prevent them from being interrupted during their browsing but also set the foundations for personalization. You can customize content, offers, and messaging based on their behavior and preferences by obtaining consent. Personalization, whether it is displaying packages based on location, customizing the language or currency, or remembering previously seen rooms, can help your website to feel more relevant. It will also build trust and encourage visitors to book.
13. Google Business Profile: Don’t forget it
There are many search engine options, but the truth is that there’s only one. It’s Google. It’s important to optimize your Google profile, which includes the correct contact information, the location on Google Map as well as listing amenities and attractive photos (rather than just those taken by users). Respond to any reviews that come in. Lastly, ensure that guests can book directly through your profile.
14. Utilize paid search
Search engine marketing is a key aspect of online marketing for hotels. Paid search can be used to supplement organic search. You should bid on travel-related keywords to ensure you are above your competition. Metasearch engines such as TripAdvisor or Skyscanner are also good options.
15. Keep a portion of your budget aside for offline campaigns
It’s tempting to invest only in digital campaigns today, but offline campaigns and guerrilla campaigns are equally important. You can sponsor an event or place ads in relevant magazines or newspapers. Or, you could erect a large billboard near a heavily trafficked metro station. All of these actions can help you get your brand out in front of potential guests.
16. Influencers are important to work with
Influencers have become a key part of many marketing strategies, as they can increase brand awareness and reach for your hotel, while also positively influencing behavior. The investment in engaging influencers, particularly those who have a large audience, can increase bookings.
If you do not have a large budget, invest in micro-influencers. They are still very effective but more likely to be willing to barter their services for free services.
17. Practice reputation management
It’s important to include reputation management in your marketing strategy because it shows potential guests that you care. This involves monitoring, responding to, and shaping public perceptions. Respond to any reviews, positive or negative, and always keep an eye on what others are saying online about you.
18. Storytelling is a great way to engage in the arts
You can get your brand noticed by telling stories. In the travel industry in particular, people will book a place or property that resonates with their emotions. People also feel closer to a brand when they share similar values. Imagine, for example, that the food in your restaurant is sourced from a local organic farm that prioritizes sustainability. This type of story allows guests to connect with your brand and ultimately choose you over your competition.
19. Consistently use the same tone of voice
Consistently using a tone of voice in line with the storyline of your brand will make your marketing more effective and recognizable. No matter which channel you use, make sure your message is in line with your unique selling proposition. Find out more here about how to define the tone of voice for your hotel.
20. Organize events
The use of events is a great tool to promote your brand, increase bookings, and connect with locals and current guests. The atmosphere of connection created by events can be used to promote your hotel, particularly among locals, who will remember your hotel when they receive guests from out of town.
21. Theme packages
Bundled services and packages are a great way to attract guests who fit a specific profile. This strategy is particularly effective for increasing bookings in the low season.
22. Turn your guests into brand ambassadors
Referral and loyalty programs can be implemented to encourage guests who are familiar with your property to tell others about it. When they recommend you, reward them with special discounts and benefits on their next booking. Loyalty programmes are a great way to encourage guests to return and increase bookings.
23. Collaboration with local businesses
Collaboration with local businesses is a great way to build symbiotic relationships within the community, whether you are hosting an event, creating special discounts, or working with local chefs, artisans, tour guides, etc. This is a fantastic way to encourage synergies within the community and foster symbiotic relations. This is an organic and fluid marketing strategy for hotels.
