Hotel Marketing

Whether you are a small guesthouse with only a few rooms, to a grand hundred-room complex with different styles of room and facilities, it is important that you focus on how exactly you will advertise your premises. Hotel marketing is critical within the industry and making sure that you are actively promoting not just the hotel itself, but also your hotel’s brand is essential for continued growth and success.

However, the way this is done nowadays is vastly different from the traditional hotel marketing methods used in the past. These days’ potential guests are able to look at recent reviews, photographs, and prices all in the click of a button, without having to speak to anyone. Ensuring that your hotel speaks for itself through these mediums will aid in acquiring more bookings.

With the change, however, comes uncertainty and many hotel owners are still very much behind with the times when it comes to finding and attracting new customers. Many still rely on car and foot traffic alone to secure on-the-spot bookings from passing travelers. While this strategy does work, the potential to expand your network of customers has never been greater or easier to exploit.

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The truth is that, in this day and age, there are countless different avenues that can be exploited by hotels and guesthouses to attract new customers. While you may think that these avenues are exclusively online, offline modes of advertising still remain viable for certain businesses. However, it cannot be denied that in order to stand out from the competition and fully exploit your full potential customer base, you will need to venture out into the digital sphere. However as online advertising platforms have developed, they have become easier to use and operate efficiently, so do not let this put you off.

The main difficulty with performing Hotel Marketing on your own is mainly the crafting of a coherent and well-researched marketing strategy that encompasses all of your business’s unique attributes and selling points. Critical decisions, such as choosing what avenues to explore and which mediums of advertising work best for your business, can take a lot of time and experience to make. Another difficulty busy hotel owner’s face when trying to market their own properties is that of finding the time to manage an extensive marketing campaign efficiently and cope with the day-to-day running of your premises.

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Instagram has risen from its humble beginnings as a simple photo and video sharing platform used by individuals and celebrities to connect with their friends and fans, it has quickly expanded into a multi-billion dollar a year generating social media platform through its advertising platforms. For hotels, leveraging influencer marketing to expose popular users' fan base to their facilities and rooms and how good they are can be a powerful way of drawing both new attention from that audience and helping to establish your brand’s credibility and prestige.

Anybody who has been in the industry in the past 10 years will most likely understand the importance of Online Travel Agents (or OTA’s) to the modern temporary accommodation industry. Sites like Tripadvisor and Agoda provide a platform for hotels and guesthouses of all kinds to advertise their rooms and facilities to people actively looking for a place to stay that fits their requirements (be that location, facilities, or budget).

In addition to this many platforms offer their own marketing service amongst this to boost their client’s listings above others for a price determined either by the number of views or the number of clicks (your ads get Pay Per Click or PPC) or the number of times they are viewed by searches (Cost Per Milie or CPM).

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Most business owners will at least have a vague understanding of what Google AdWords is and how it works, and while many may disregard SEM marketing as viable for hotels, it can be an extremely effective way of generating bookings. For hotels with an extremely niche target audience or facilities (hotels that provide cars for example) that are looking to target extremely competitive keywords on Google’s search engine can find that a PPC campaign can bring a healthy return on investment, particularly from those looking to avoid OTA’s and deal directly with hotels.

Facebook is the world’s most popular social media platform by far, with millions of people logging in and consuming content shared either by their friends or by relevant groups on Facebook. However, Facebook has also become a hotbed for reaching massive amounts of people from specific demographics of people who may be interested in staying in your hotel. Essentially Facebook Marketing allows hotels to target those of specific ages, income levels, professionals, and interests, allowing them to advertise to extremely niche and specific audiences who are most likely to make a booking.

The past decade hasn’t been easy for hotel businesses and the travel industry as a whole. This is especially true for small and medium-sized hotels that have been dealing with hard competition from industry leaders. High competition as well as growing marketing costs have made it almost impossible for smaller parties to obtain customers.

On the bright side, more and more business travelers and vacationers use search engines such as Yahoo, Google, and Bing to plan their trips instead of turning to travel agencies for help. And they usually go whatever they find on the first page of the search engine results. So, this means that your business can thrive if you manage to place your hotel’s website in front of the travelers right at the top of the search engine results. But unfortunately, it’s not as easy as it sounds.

Even though you might be able to comprehend the basics of SEO (Search Engine Optimization) and even get a hint on how to optimize your website on your own, you’ll still need a great deal of help from a professional digital marketing company to help you build a proper marketing strategy, pinpoint your target audience, decide on the right placement and help you break into the first page. And while professional services will require initial costs this is the only guaranteed way to achieve the desired results.

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