Hospitality Branding – Stand Above the Rest

Why invest in Hospitality Branding and how to make your brand distinctive and evocative making your customers choose you above competitors!

The hospitality industry has experienced radical changes over the past 40 years, to the point of being near unrecognizable for an old-school 1980s. Hospitality branding has also had to evolve to meet this new landscape.

Travel is not just more accessible, but each client has the power to handle their own booking and to look for recommendations without any intermediary. 

Meanwhile, offers have multiplied and specialized. For hospitality businesses, the client’s freedom comes with a high degree of unpredictability.

 A consistent, unique, and recognizable brand can surpass the hoops and detours that exist between clients and your booking page.

What is hospitality branding? 

Your hospitality branding is the collection of elements that express your unique value proposition to each potential client. It encompasses aesthetic features such as logos and color schemes and the ideals, values, and type of experience that clients expect from you. 

Your branding should be distinctive and evocative. When a potential client hears your hotel’s name or comes across their logo, they should be reminded of your brand’s story. 

However, a cohesive brand should be reflected on the small details: décor, company language, uniforms, and even special offers should have the same effect. This brand will also carry with it your established reputation, for better or worse. 

Hotel Branding

Why Should You Invest in Great Hospitality Branding?

The most prominent brands in the hospitality sector correspond to luxury hotels, such as The Plaza or the Waldorf Astoria. These brands were built over decades and on countless media mentions, celebrity endorsements, and even iconic locations.

This type of branding often feels inaccessible for most up-and-coming hotels or guest houses. Yet, you can still create a new brand that is recognizable in its niche. But why should you? What is this investment worth – and how will it reflect on the number of potential guests that cross your door?

Great branding creates new consumer funnels

A recognizable and unique brand will generate two critical phenomena that are closely linked to word-of-mouth referrals:

  • It will make your establishment more memorable
  • It will create trust and an emotional connection

These two things will affect how your potential clients think of you and speak about you, both before and after their stay. Especially in the niche of leisure travel, most clients make their final purchases based on emotions and their desire for experiences. As a result, they will pay more attention to in-person referrals and recommendations rather than those from online review sites.

Finally, a recognizable name will help spur the clients “on the fence,” help them close their booking, and potentially turn them into ambassadors. 

It helps you stand above the competition

Truly outstanding branding can be the factor that helps clients click on your name rather than on the potentially dozens of other online results.  

This is particularly important on booking portals. Here, each booking requires a final leap of trust – especially if clients are traveling from distant countries or if they will need to pay a deposit. Clients are more likely to take this chance with a reputation that feels credible and has a reputation behind it.

This effect frequently snowballs: users are more likely to click on the names they recognize first, which will slowly move you up their rankings. This will increase your chances of being seen by more people in the future.

hotel marketing competition

It helps you tell a story more efficiently

From a business point of view, we like to think that statistics and cold, hard numbers guide our purchasing decisions. When it comes to marketing – and especially in the hospitality and leisure sectors – we know that what often closes a sale is an emotional connection.

This is something best achieved by having your brand tell a story. By incorporating your company’s goals, charitable initiatives, and side projects, you will show the client that you have the same values in mind. 

In turn, “like will please like” – and a potential client will be more likely to trust you, to talk about you, and to return to you if they feel reflected in your mission.

It helps potential customers trust you

Once again, the value of being deemed trustworthy by clients should not escape your notice. Clients are about to entrust you with one of the most critical aspects of their “happy time.” They need to know at a profound level that you care about it as much as they do and will deliver on your promises.

This includes:

  • Keeping a consistent tone across all channels
  • Personalizing offers and services while remaining true to the overall ideal
  • Having a strong, unmistakable social media presence
  • Fostering long-term connections and loyalty

It turns strangers into fans

The three aspects above will, hopefully, ensure that each client who has already stayed with you acts as an ambassador. However, their work in disseminating your offer will not end there.

As each one of them tells stories about their journey, your hotel and their experience within it should feature in them. Eventually, the people around them – who have never been your direct clients – will become your fans. This is something you can cash in for later when they are ready to make a similar trip. They will want to become a part of your story.

All four factors described here rest on your name’s ability to evoke a simple, straightforward, and pleasant story. 

Creating a Legendary Hospitality Brand 

At first glance, the process to establish a legendary hospitality brand is an involved and expensive one. Due to their effect on guest retention and loyalty, this is an effort worth undertaking. 

For this level of hospitality branding, some of the aspects you will need to consider include consistency, authenticity, and the ability to provide relevant custom offerings.

Consistency counts

Your image should encompass all logos, feelings, and communications that your hotel engages in. 

At its most basic level, this will include:

  • The main logo
  • Your slogan
  • Your unique selling proposition
  • The fonts and color schemes used on stationary
  • The aesthetics followed by your website – from menu layout to background music
  • Your tone across different social media channels
  • The attitude expressed by your front-door staff

In many ways, the best examples of this usually come from luxury or high-end brands. There is an already established set of rules that immediately evoke luxury and sophistication – from stylized fonts to low-pitched voices and a specific type of lighting.

However, the same concepts apply to other niches. For example, let’s look at a rural boutique hotel close to a well-known wool shepherding region. This place is branded as a nature escape, where guests can detoxify and relax in an area with its own “character” and history:

  • Without actually showing a sheep, the curves around the logo can evoke sheep wool.
  • Color schemes on the website and around the lobby stick to greens and beiges, evoking the old “pastoral” imagery
  • On social media, pictures and posts routinely incorporate the idea of closeness to nature and pet-friendliness
  • Your concierge and reception desk staff can carry on a conversation about sheep rearing and wool types, even if at a basic level.

Authenticity matters

Today’s travel industry is shaped by the desire to experience sensations and cultures not genuinely available at home. 

A few decades ago, it was enough to include a few pineapples to provide a “tropical” experience. Nowadays, customers are savvy enough to have read about local people. They may recognize when an off-season fruit is coming from a can – and their reviews won’t reflect kindly on the idea of being sold a “prepackaged experience.”

On the other hand, if you address them with honesty and authenticity, they will respond in kind. For locations that offer event management or planning services, this will include being upfront about what you can do. Turn your expertise into part of your hospitality branding, trust it, and confidently steer clients towards a specific choice.

Find and stick with a niche

Currently, the traditional division between business and leisure travel is becoming progressively blurrier. Conferences and seminars now actively seek to entice attendees with fun opportunities – while even those on vacation will expect at least basic internet connectivity.

In this sense, the act of defining your niche will require some trade-offs and some strategic thinking. However, once you settle on a specific place, you should align the rest of the brand with it. 

First, you will need to know what you stand for: the kind of experience you want to provide to your ideal customer. Then, as you develop the persona behind your ideal customer, consider:

  • Their priorities
  • What they wants
  • Their values
  • The points in which they may cross into different niches
  • The personas around them, and their reaction to your brand.

If the size of your business allows it, you can also divide your offer across a handful of sub-brands. It is crucial, however, that they all keep an overarching idea that unifies them. 

At some point, you may need to compromise between widening your appeal and increasing your expertise at a particular service. When possible, always aim for more expertise.

Create a compelling narrative

A brand narrative offers the opportunity to combine your offer, history, values, mission, and staff in a way that flows logically. It does this by providing a story that potential clients can empathize with and evoke a series of specific feelings in them.

This narrative must start from the objective: your location, your amenities, or the specific services you provide. However, it should be carefully layered with the subjective and personable. Common strategies used to weave a moving brand narrative include:

  • Exploring the founder’s origin story or training
  • Emphasizing their mission or charitable contributions
  • Highlighting their pioneer status in a specific niche
  • Explaining how they merged to opposing ideals or separate sectors

Map an unforgettable experience

At the core of the hospitality industry is your business’s ability to care for people and make them feel a certain way. Rather than massage sessions, soft linens, or access to a health club, the actual service that each guest is purchasing from you will be the overall experience of their stay.

Naturally, this experience needs to be pleasant. More importantly, it should match the expectation they built pre-stay, when they first engaged with your brand via social media, o during your booking.

To master this point, you will need to return to the customer’s shoes. As tempting as it would be to curate every single detail of their stay, focus instead of:

  • The overall “vibe” of the trip
  • The critical moments of their interaction with you
  • How they can be made different from those of competitors

Provide services your customers will remember forever

The overall commitment to quality should never be left behind. However, impress your guests at specific moments that are key to their experience will be much more efficient.

Some of these critical moments include check-in, room service, or hiring any additional services (such as side trips or guided tours). It is important to bring about your best face during these moments and include a detail that ties it to your hospitality branding.

If you manage to amplify the link between your brand and these details enough, clients may look over any points where you couldn’t meet their expectations. 

Ideally, you should capitalize on this goodwill by remaining in touch post-stay. This can be done via referral codes, future discounts, or full-fledged loyalty programs.

Involve customers in your brand

Provide subtle cues that inspire your guests to snap their own pictures and embody your brand in their own way. Artistic thank you notes, floral arrangements, and pool vistas can all invite guests to share their views of your services. For their direct (and not-so-direct) contacts, the story they tell about you will have much more weight than the one on the official website.

If possible, directly ask your clients to post their pictures or share your hashtags. User-generated content is seen as more reliable. This will also turn guests into your partners, making them feel like your allies.

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Hospitality Branding: What It All Comes Down To 

The hospitality industry is under constant change, but never at this speed. As companies learn to target a more aware, experience-focused audience, they need to adapt their branding efforts. Current travelers and tourists now seek more intangible experiences than before. Rather than superficial pleasantness and faux-exotic decor, they are ever more interested in authenticity and social responsibility.

Your branding is a unique opportunity to tell a story that matches these new needs. To do so, it should be coherent and recognizable, even by people who have not interacted with you directly. This will increase your word-of-mouth reach, both electronically and in person.

Hotel Marketing – 8 Brilliant Ways to Promote Your Hotel

Discover 8 useful strategies for Hotel Maketing you can use to brand your hotel, connect it with your audience and rank higher in SEO.

Although the need for lodging will always keep hotels relevant, with more than 700,000 resorts and hotels across the globe, yours can’t afford not to market yourselves if you want to be unique. 

What is hotel marketing?

Hotel marketing encompasses various marketing techniques and strategies to brand your hotel, connect with your audience, build your customer base, increase sales, and rank higher in SEO. 

In this post, we have 8 such strategies you can use to put your hotel on the map. There will be plenty of actionable tips ahead, so check it out.

8 Hotel Marketing Strategies to Employ Today

8 Hotel Marketing Strategies to Employ Today

Build a Conversion-Focused Website

Every company has a website, including those outside of the hospitality industry. Yet how many of them have a conversion-focused website? Not nearly as many.

What do we mean when we say conversion-focused?

That every facet of your website is designed to attract many visitors and keep them on the page.

This is a purposeful website design that’s less about appeal and more about function.

Your website should follow the most current SEO best practices. Some of those are as follows:

  • UX is important: It’s all about the user experience (UX) on websites anymore. All links on your site should be working and all content must be typo-free. Interactive content helps as well, as does easy navigation.
  • Follow the EAT principle: No, EAT doesn’t stand for having a snack in this case, but expertise, authority, and trustworthiness. By encapsulating these three values, Google increases your site ranking.
  • Track the right metrics: There are three metrics at current that Google uses to dictate your website placement on their search results page. 
    • Cumulative Layout Shift: CLS is a measurement of the visual stability of your website. You want a value that’s under .1.
    • First Input Delay: FID determines how responsive your website is and should be 100 ms or less.
    • Largest Content Paint: LCP is the page speed for above-the-fold elements. If your page doesn’t load in 2.5 seconds or faster, it’s too slow.

Speed is truly more important than website style.

That doesn’t mean your site has to be ugly, as that will turn customers and potential customers away too.

Instead, it means that you shouldn’t bog down your site with visually appealing elements. 

Here are some hotel website designs courtesy of our blog that shows you how to combine style with speed.

Your site must have mobile optimization as well. 

Smartphones are so prevalent in daily life that most people who land on your site are doing so on their phones. 

If your site is only formulated for desktop users, you can expect the site visitor to continue on to the competition. 

mobile optimization for hotels

Get Great Reviews

As a hotel owner, you can promote yourself until you’re blue in the face, but what will really make up someone’s mind is other’s experiences. 

According to Oberlo, almost nine out of 10 people will scope out reviews before they make a purchasing decision. That goes for products and services alike.

That’s why one pillar of your hotel marketing plan must be to increase the number of reviews your hotel gets. 

Doing this doesn’t have to be difficult, either.

The next time you get a visitor, send them a text message or an email asking them to review their stay. 

Timeliness is important here; if you send the survey two days later, the customer might have already begun to forget the details of the hotel. 

Then wait for the reviews to trickle in. Some will be positive, others will inevitably be negative, but you must respond to as many as you can. 

If it’s a positive review, then thank the customer for leaving it and comment on a few points they mentioned. 

For negative reviews, ask the customer if there’s something you can do to improve their experience for next time. Offer to communicate with them through phone or email to make matters right. 

Although many companies think that negative reviews make them look bad, it’s all about how you handle them.

By prioritizing customer service even in the face of a bad review, you show your customers that you care. 

Use Unique Branding

In our post on hotel branding, we discussed the benefits of such. Using branding can increase your trustworthiness, differentiate you from the competition, and open up revenue channels you might not have known existed. 

Further, you can create passion around your brand that’s contagious. Your customers become your ambassadors.

How do you make a unique brand considering that every hotel has to brand itself? Well first, you need to understand your target audience. 

This should really be the first part of your hotel marketing plan. After all, without knowing who your audience segments are, you can’t sell them tailored services.

Target audiences vary by hotel. 

If yours is a family-friendly hotel, then your ideal customer is a parent. Maybe you’re more of a business hotel because you have many conference halls and related amenities. Then your target audience would be working-class adults between their 20s and 50s, maybe older.

Once you know who your target audience segments are, you can begin to brand yourself in kind

Rather than promote your hotel, promote a lifestyle. 

For instance, focus on your fitness facilities, your onsite restaurants, and your rooftop terrace bar. Talk about all the great tourist sites that surround your hotel too. 

hotel lifestyle

Start an Email Marketing Campaign

According to a 2021 HubSpot report, more than four billion people around the globe use email every single day. Email marketing remains one of the best tools in your hotel marketing arsenal, so take advantage of it.

Does your hotel send out a monthly email newsletter? If you don’t already, then you need to start. 

If you already have a newsletter, it doesn’t hurt to revamp it. Your email list doesn’t want to be regaled with boring stories about quarterly sales meetings or who your latest food vendor is. They want to be entertained.

How can you make your newsletter more entertaining? Since you know who your target audience is, it becomes easier to narrow the focus of your newsletter. 

Maybe they want to hear about the new wing you’re adding to the hotel or how you’re striving to make the building greener.

If you can offer behind-the-scenes glimpses into the daily operations of your hotel, many customers appreciate this sort of thing, as it increases your hotel’s transparency. 

You should also watch the balance of content included in your newsletter. 

You want 80 percent of the content to be educational or entertaining and the remaining 20 percent to be promotional.

Besides sprucing up your email newsletter, you should also get into a rhythm of emailing your customers with exclusive deals and offers. 

It’s hard to resist a stay at a hotel when you get the third night free.

If you’re having a hard time staying on top of your email marketing, consider using automation to send emails and even responses on a schedule. 

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Have a Marketing Budget

This next marketing tip isn’t so much a strategy as a good plan. You must have a marketing budget set aside to pay for website design, SEO services, branding, and the other areas of hotel marketing we’re going to discuss ahead.

How much of a budget these services require will vary. 

According to marketing resource WebStrategies, in 2020, the average marketing budget was 11.4 percent of a company’s revenue. 

If there’s one time of year where your marketing spending might be higher, that should be during peak booking season. 

You want to draw in the most business, so you’ll usually ramp up your hotel marketing efforts to do so. 

By reducing marketing spending during the slower months, you can avoid blowing through your budget quickly. 

Foster Local Business Relationships

The businesses that share your community aren’t competition unless they’re other hotels. From restaurants to bars, retail shops, and everything in between, try to form business partnerships with these companies.

This deeply fosters the sense of community that you can use to brand your hotel. You’re promoting a lifestyle, and part of that lifestyle is the immersive community.

Look for opportunities to promote other businesses whenever appropriate. Perhaps you repost their content on your social media or you two arrange a guest blogging deal. 

You can even hold a contest or giveaway where their products or services are the prizes.

The idea here is cross-promotion, so the other business should want to reciprocate the above efforts. For example, maybe the prize for their contest is a free two-night stay at a premium suite in your hotel room. 

We also suggest looking for ways to promote your city or town as a whole. 

What is it about the area that’s so special? Is it the above-mentioned local tourist attractions? Perhaps you’re in a college town or a historic city. Your city or town could have been rated one of the best places to live in the country.

If you can’t pinpoint something exciting about your city or town like in the above examples, then get out there and find what’s exciting! You shouldn’t have to look far. 

local hotel marketing

Fully Utilize Google My Business 

Companies big and small have Google My Business accounts, and your hotel must as well. Google My Business is free, so even if your hotel marketing budget is on a shoestring, you can still use this service.

Google My Business presents all the pertinent information on your hotel when a customer searches for you on Google. 

That includes your hotel name, address, phone number, and website address. Customers can even book a stay at your hotel right through Google.

However, Google My Business can only display the information that you provide. Make sure that your profile is 100 percent complete, including any small details that you might have overlooked. 

Once your profile is done, continue to use Google My Business to the fullest. 

Upload high-res photos of the various parts of your hotel, including the lobby, the rooms in each suite, the dining hall, onsite restaurants, your fitness facility, and the rooftop bar. This helps you rank higher with the service. 

When your hotel is running a special or a discount, post it on your Google Business Profile.

Every bit of news you post will show up on your Google My Business profile as an update. If a customer searches for certain terms that are included in your updates, that can help connect them with your hotel.   

Create Info-Rich Content 

Our last hotel marketing tip is this: content is king, so use it!

Content encompasses far more than written blog posts or long-form content anymore, but photos, infographics, and videos as well. Still, we recommend starting simple with a travel guide posted on your website.

You might hire a third-party writer to produce the travel guide, or your in-house staff can do it.

The guide should cover all the great spots around your city and town, especially those businesses that you partner with. Make sure that you follow SEO best practices such as incorporating long-tail keywords. 

Once your travel guide has been online for a while, update it. Repurposing old content is a great hotel marketing strategy. If businesses have closed since you wrote the guide, delete them. Add any new businesses so the guide is current.

We also recommend getting on social media and promoting attractions in your city or town. 

Maybe you make a YouTube video showcasing the best little-known spots in your neighborhood or you create a series of Instagram posts.

This isn’t making content for content’s sake, but providing info-rich, high-value content to your customers and potential customers. 

That kind of content resonates more and performs better!

content marketing hotels

Conclusion 

Hotel marketing is an excellent way to help your hotel stand out.

Start with a budget, define your target audience, and then work on your website, your branding, your email marketing, and your content marketing.

If you’re struggling in the above areas, you can count on Mediaboom. We’re a digital marketing agency that offers services such as website design, advertising, and marketing.

We’ll help make your marketing goals achievable. 

6 Must-Haves for Great Hospitality Marketing

Discover all the must-have elements of Hospitality Marketing and learn Crucial Marketing Tactics to Grow your Business

As the 2020s have gotten underway, the hospitality industry is perched on the verge of a resurgence. Now is a smart time to reevaluate the marketing strategy your hospitality business is using. What components does a great hospitality marketing plan have?

Here are the must-have elements of hospitality marketing:

  • A well-built website
  • Abundant reviews and testimonials
  • First-page Google ranking
  • Paid media
  • Fresh branding
  • Email marketing

Whether it’s one of the above areas your current marketing strategies lack or several, you’re going to want to keep reading. In this guide, we’ll talk further about hospitality marketing and then delve deeper into the above crucial marketing tactics. 

Let’s get started.

What Is Hospitality Marketing?

We’ll begin with a definition of hospitality marketing. 

Hospitality marketing is a form of marketing that’s centered on improving customer satisfaction, which is truly the heart and soul of the hospitality industry. 

Whether your hospitality business focuses on travel and tourism, food and drink, or accommodations, the marketing tactics you use will build awareness, promote services, increase revenue, and boost customer conversions.

How to Get More Bookings for your Hotel

How Can I Get More Bookings?

Is your hotel looking to increase its bookings through this year and into the next? Hospitality marketing and the tactics we’ll delve into ahead are the best way to do that. 

You can also employ the following marketing techniques. 

Word of Mouth Marketing

In today’s technological age, word-of-mouth marketing tends to get discounted, which is a mistake. Word-of-mouth promotions remain a viable way to increase brand awareness and position your hotel positively in the eyes of potential customers.

Plus, best of all, word-of-mouth marketing is free and hands-off. The customers and leads practically do all the work for you.

How does a hotel start a word-of-mouth marketing campaign? Here are some strategies to implement.

  • Create share-worthy experiences: When staying at your hotel is so good that guests just have to share their experiences, word-of-mouth promotions will usually follow. Determining what makes an experience share-worthy will vary based on your audience segments. Above all else, make sure that what you’re doing is customer-centric yet unique.
  • Incentivize your audience: Although most consumers don’t necessarily realize that they’re engaging in word-of-mouth marketing by sharing their experiences, for those that do, they’ll wonder what’s in it for them. Whether you offer your customers a free gift, a special discount code, or a free night at the hotel, make it worth their while to promote you.
  • Utilize user-generated content: User-generated content or UGC is a great way to get your word-of-mouth marketing campaign rolling. Whether users post photos at your hotel with a hashtag or they make a video reviewing their experience, share it all!

Differentiate Your Hotel 

Hospitality marketing is all about what makes you stand out from the competition, so you must know what that is. You can’t say it’s your approach to customer service, as any hotel would say that about themselves. What is it really that sets you apart?

Perhaps your hotel is in a historic town or it’s one of the most eco-friendly buildings in your state. These are the qualities that make your hotel special, so harness them! 

6 Components of a Hospitality Marketing Plan

6 Components of a Hospitality Marketing Plan

Now that you’re thinking of ways to get people talking about your hotel, it’s time to create a comprehensive hospitality marketing plan. Per the intro, here are the 6 must-have parts of that plan. 

Have a Great Website

Today’s consumer expects every business big or small to have a full-bodied website. You need an appealing homepage that will captivate a user’s attention when they land on it. An about page will inform the site visitor of your hotel’s history and its staff.

Your site should make it easy for users to schedule a stay at your hotel. Perhaps you add a CTA button that reads “book now” (or something to that effect) that hovers above the fold even as the user navigates through your site.

Provide several links and CTA buttons for booking a stay. This way, no matter where on your website a visitor lands, you can gain their business. 

You also want to make it easy for site visitors to connect with you, so post your social media handles and other contact information in an accessible part of the site.

Your website should have forms such as opt-in forms to capture a lead’s contact information. You can also use lead magnets. 

Make sure as well that your website is mobile-optimized, meaning it’s accessible in its original form for mobile users. If your text placement is off, the images are misaligned, or the user experience is generally bad on mobile devices, you could lose out on potential customers. 

If you need some ideas for how to design your hospitality website, this post courtesy of our blog should inspire you.

great hospitality website

Get Good Reviews

The next part of your hospitality marketing plan is to garner positive reviews. While building a website is an active component of your marketing plan, reviews are more passive. 

That being said, everything your hotel does from the moment a customer walks through the door to when they leave your parking lot will influence the kind of reviews your customers will leave.

In taking a customer-centric approach, think of how you can make a customer’s hotel experience better every step of the way. For example, instead of the customers having to open the doors to the lobby themselves, perhaps you hire someone to do it for them. 

The front-desk service should be amiable and knowledgeable so guests feel welcome to go to the front desk anytime, not only to check in or out. Perhaps you provide pamphlets on local attractions, or you ask your guests while they’re checking in if they’d like recommendations on activities. 

Hotel rooms should be kept clean, as this is the least your customers expect out of you. To surpass their expectations, you could have staff fold towels in the shape of an animal and then put the towel art on the bed. You could even let guests take home the soap or shampoo. 

The above examples are only a smattering of ways you can make the hotel experience a positive one for all your guests. When guests are pleased with your level of service, they’re more willing to leave testimonials and reviews. You can anticipate these reviews will be positive.  

If you’re not getting as many reviews as you want, send text messages or emails after a customer’s stay asking them to leave a review. Incentives such as discount codes can increase the number of reviews you receive. 

When you get a positive review, be sure to comment on it. This reinforces your passion for customer service and will further cement your reputation in the mind of your customers. 

hospitality reviews

Rank Well on Google

Another must-have in your hospitality marketing plan is a high Google ranking. Ideally, you want that first slot on the first page when a user looks up hotels in your city or town. The problem is that all your competition wants the same. 

So how do you rank well on Google? You have plenty of tactics to employ, so let’s talk about them now.

  • Work on your on-page SEO: Your website is instrumental in increasing your Google rank. Your keyword should be in the first part of your title tag, as Google currently favors the first few words of this tag. 
  • Take advantage of LSI keywords: Latent Semantic Indexing or LSI keywords aren’t the main keywords themselves, but related terms. Although on their own, LSI keywords don’t seem like much, when you add them up, they tell Google that your topic is hospitality. 
  • Don’t lag behind: Test your website loading speed. A slow-loading site will not rank on the first page of Google.
  • Master search intent: Write content that accounts for search intent. In other words, why is someone searching for what they’re searching for? If you can anticipate and fulfill search intent, your Google page rank can go up.
  • Produce high-quality content: The content that goes on your website should be sharable and valuable. This way, people will want to link to it. Long-form content is one such example, as are videos, flowcharts, and infographics. 

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Build Paid Media Campaigns

Another tactic to have up your sleeve for your hospitality marketing campaign is taking advantage of paid media. This form of digital marketing is promotional, encompassing content such as paid social media posts, display ads, video ads, and paid search results.

The key when using paid media is that your ad should look as native as possible. That doesn’t mean solely blending into the social media platform of choice, but your ad can’t feel like an ad. 

People don’t like ads. According to video resource Wave.video, in a survey of 1,015 people, up to 90 percent admitted they skip the pre-roll video ads. If they can’t skip the ad, these people will use different sources rather than watch an unskippable ad. 

You want people to pay attention to your paid media, which means producing content with the feel of a social media post.

Paid media is a great avenue for retargeting or going after a potential audience group for a second go-around. Although it’s tempting to reintroduce the ad you used the first time around, that’s not going to be effective.

Instead, your paid marketing campaign must keep retargeting ads fresh. This can cause leads to give your hotel another look. 

hospitality website

Have Fresh Branding

Businesses must have a brand, so if you don’t know yours, now is a good time to create one. We recommend a brand guide as part of your hospitality marketing, which will help you solidify your hotel’s brand. 

What goes into a brand guide? First, you need a mission statement for your hotel. Then write a vision statement, which is future-minded. You currently provide your visitors a great experience. How can you make that experience even better? Where do you want your hospitality business to go?

Then break down your target audience. You should have information on your audience courtesy of market research. If you haven’t surveyed and segmented your audience, you need to do that now.

Then you can begin to identify the personality trademarks of your brand. Is your hotel a friendly brand? More than likely, yes, but maybe you’re not so funny. Do you have a quirky side or are you more upscale? Choose three personality traits to start with. 

Finish writing your brand guide by determining your hotel’s values or guiding principles. These are pillars of your successful hospitality business that your staff upholds every day.

Once you understand your brand, then it’s about communicating it effectively and consistently. If you have several members on your social media team or 10 sales reps who respond to emails, all communications must embody the brand. 

Falling off-brand can hurt your reputation and cause you to lose customers. 

hospitality email marketing

Use Email Marketing

Our last hospitality marketing strategy is this: use email marketing. We talked earlier about the importance of opt-in forms on your website to build your email list. Once you have a sizable email list, it’s time to start sending them content.

Besides the initial welcome email, you should have a monthly or quarterly newsletter that informs your audience of what’s occurring within the hotel. Don’t make the newsletter dry and boring though, as then your audience won’t care. 

Keep the content exciting. Perhaps you can present behind-the-scenes views of your hotel and other exclusives that aren’t available on social media. This will drum up more interest in reading your newsletter.

Email your audience offers and deals as well. You can personalize these discounts to make them even more irresistible. On a customer’s birthday, for instance, they get a special discount code that’s only good for a month. 

All emails should be segmented according to your audience data. You also want to personalize email content whenever you can. Automation makes it easy to send emails all day and night long without physically having to sit at a desk and do it. 

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Conclusion  

Hospitality marketing strengthens your brand and your commitment to customer service. The 6 measures we discussed today can improve your hotel’s visibility, increase your customer base, and pad your sales.

If you need help getting your hospitality marketing campaign off the ground, count on us at Mediaboom. We’re a digital marketing agency that provides website design, advertising, and marketing services for industries like hospitality and healthcare. With our guidance, your hotel can achieve more of your marketing goals.