The hospitality industry is extremely lucrative, which means it’s also highly competitive. For your hotel to stay relevant and stand out from the crowd, you need to promote it well.
You’ve heard the saying, “It takes money to make money.” Well, when it comes to marketing and promoting your lodging facility, this is usually true. However, when you use the right ideas, the money you spend comes back to you as a hefty return on your investment.
Promoting your hotel does multiple things at once. It sets you apart from your competitors, attracts interest (and guests) to the facility, and helps you expand your business. All of these share the trait of increasing your bottom line.
The key is finding the ideal promotional tactics that work for the target audience you want to attract. This guide highlights the top three hotel marketing ideas that work based on today’s market trends and consumer expectations.
1. Join the Social Media Trend
Whether you love it or hate it, there’s no denying that social media is popular. People turn to their favorite influencers to tell them what to wear, what to eat, and where to stay.
Social media influencers are such a big deal that many hotels are using them to promote their events, as this article by Hotel Engine explains. When you find an influencer who shares the characteristics you’re looking for and who is willing to partner with you, the potential for business is exponential.
A social media presence is vital in today’s market. It shows potential guests that you’re a legitimate business and gives previous patrons the opportunity to critique or compliment you based on their stay.
This could be a double-edged sword if someone leaves negative feedback. However, many people look at how you handle criticism more than the person’s comments.
If you don’t have time to follow your online presence closely, consider hiring a social media manager to do this for you. This person can promote your hotel on each platform and get the name out there, effectively paying for themselves.
2. Run Promotions During the Slow Season
Chances are, you’re going to get bookings during peak periods. Everyone is coming to the area and needs a place to stay. Promoting a business during the busy season is common because you want guests to see your name and come to you rather than your competitor. But it’s also important to promote during slow seasons.
The kind of promotions you’ll do during peak versus weak times isn’t the same thing. Peak period marketing involves standing out from the crowd. Slow period promoting means offering competitions or incentives to entice people who would normally not visit your hotel.
This could be as simple as offering double points in your loyalty program or as complex as hosting an event that will pack your hotel.
Play around with your hotel’s incentives, and give yourself enough time to achieve measurable results. When you see something that works, continue to perfect it until you have a sustainable marketing strategy.
3. Get Confident With Your Online Footprint
Social media is only one part (albeit a massive one) of your online presence. Many other aspects bring people to your door, and you’ll want to learn the ropes so you can confidently build this footprint.
Start by checking out your hotel’s website and comparing it to your main competitors. What do they have that works but you’re missing? Where does yours shine and theirs lacks? Revise the parts that need updating, and highlight the areas that stand out.
Next, look at all the aspects of your website’s SEO potential. Are your images tagged with keywords? Are the keywords relevant and trending in the hospitality industry? If there’s a spot where you can optimize your site for better search engine results naturally, make it happen.
Another part of your online presence is your Google My Business listing. It’s free to add yourself, and you can choose extra features to review data and analytics.
Keep this business listing updated with your hours and any other relevant changes. When it’s ready, use Google Hotel Ads to make your site visible to anyone searching for a hotel in your area.
Last but not least is to set your search engines to alert you when someone makes a post about your hotel. This is easily done in Google Alerts or a similar system.
Enter the keywords to watch for and how often you want to be notified, and you’ll see all the posts that are online regarding your hotel. It’s an easy way to catch any problems before they become major issues and to highlight positive consumer reviews.
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Promoting your hotel with these three strategies will take your lodging accommodations to the next level. It may not happen instantly, but with consistency and diligence, you’ll see the benefits of your investments multiply as more guests show up at your front desk.