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. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

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. 

Hotel Branding – How to Create an Unforgettable Brand

How to create an efficient hotel branding plan for your hotel in order to build a solid and enduring reputation with your clients.

Building a solid brand for your hotel is not entirely different from building close connections with clients. You will quickly lose friends if you bore them. Of course, it becomes a lot more complex than that. But hotel branding can build an excellent and enduring reputation by being interesting, reliable, genuine, and innovative.

The ultimate goal of developing a fantastic hotel brand is for tourists to feel instant affection and comfort when they hear about your hotel. You want visitors to not only remember your image and brand but also get a feeling of what a stay at your hotel is like and what they can expect.

Aside from selecting the best management, investing in hotel branding is undoubtedly one of the most critical decisions a hotel owner can make. So, let’s look at why it’s so crucial and how to create an efficient hotel branding plan.

What is Hotel Branding?

Hotel branding entails more than just selecting a name, logo, and primary value proposition in the industry. With the introduction, a comprehensive plan must now include storytelling not only to identify but also to express your values. You may develop a brand based on your value provision in this way.

Hotel branding also includes everything from your hotel’s personality and beliefs to your clients’ views, ideas, and experiences. It expresses who you are, everything you believe in, and how you prefer people to see you.

Moreover, in contrast to the brand identity, hotel brands frequently contain quality standards and specifications that each hotel part of the brand must follow. All of this leads to a more distinct brand identity.

Hotel Branding

Why Should You Have Great Hotel Branding?

Why is branding important to your hotel business, and what will be its consequences? In that regard, here are the four key benefits of having excellent hotel branding.

Creates New Revenue Channels

In a busier world than ever before, most people merely do not have the time or enthusiasm to consider your brand. As a result, your responsibility is to guarantee that your brand captures their attention, followed by enlightening them with your brand story in a clear and straightforward style.

Every hotel deserves a legitimate face, and hotel branding is frequently the face that attracts your target audience. Branding also excites people at each touchpoint of their experience and ultimately wins your trust. Creating a brand identity is perhaps one of the most powerful ways to spread information about your company.

The more compelling your brand story, the more likely it will persuade your audience to stick with you and then return and stay over. Converting leads into guests into ambassadors is critical to the hotel business, and it is nearly hard to achieve without excellent branding.

Beat Out the Competition

According to research, people prefer to connect with companies with reliable, reputable companies rather than those who do not. With advances in offline and online technologies, the whole world has become your marketplace. However, to profit from this, your business must draw awareness and stand out from the crowd.

Half of the visitors (51%) click on the first two search results, and 92 percent click on the first page of search results. About 5% of visitors reach the second page! On the other hand, Most passengers are uncertain about the hotel brand to stay in (85%), and they prefer to arrange their trips using search engines (60%) over hotel websites (41 percent).

This suggests people use Google more than a particular hotel website or a comparison website. So, branding in the hotel business can increase your credibility, providing your clients with a reason to choose you over your competitors.

Hotel Cunsomer

Build Consumer Trust

Whatever you feel about Starbucks, you can contest that they’re trustworthy. The Starbucks experience (and coffee) is essentially the same everywhere you travel in the world. It’s an offshoot of their identity. Hotels are everywhere. In reality, this is how bigger hotel chains build loyalty: they provide a consistent, dependable experience across several facilities.

Branding is also crucial for small and independent hotels. Consider that your hotel’s customer journey begins online. Creating a cohesive brand from pre-booking to post-stay can allow you to find the ideal guests — and transform them into returning clients.

The style in which you promote your hotel branding can either build or destroy your reputation. People have a high level of faith in OTAs. So even if you’re able to get that buyer onto your website, you still have to prove that you’re legitimate. A cohesive brand, social evidence reviews, and even live chat are all features that contribute to the trustworthiness of your hotel.

Turn Your Customers Into Ambassadors

According to Google Small Business, approximately 5% of word-of-mouth interactions occur online, while 82% occur in person. Therefore, good branding is the only method to impact your guests’ face-to-face interactions.

While not always simple to monitor, how can you expect your passionate supporters to tell your brand’s story if you don’t make it crisp and relatable? Investing in a captivating and clear brand experience will multiply the effect of your satisfied customers and provide you with a terrific ROI.

Hotel Brand

How to Create a Legendary Hotel Brand

Numerous things contribute to excellent hotel branding and lead revenues. Whether you’re dealing with a new or older business, expressing your brand concept to your customers is critical. Here are five insider tips for creating a legendary hotel branding:

Consistency Counts

Understand what you believe in and stick to it. The ‘image’ of your hotel’s brand must be represented in everything related to your brand. It is thought that this comprises your name and logo, font, stationery, and meals, but go further than that. 

It also covers your music, accent and attitude, promotional campaign, and any social media or marketing emails to gain loyal customers. Each of these transmits a signal. Is that signal stating you’re a mediocre operator or that you have pride in your work? Think about it! 

When your hotel branding is consistent, more travelers will immediately recognize your marketing. The more people recognize you, the more powerful your brand reputation gets! Whether you’re selling an all-inclusive hotel or a cozy bed & breakfast, these advantages should be among your top priorities. To attain them, you must first establish a base of brand consistency.

Be True to What Your Hotel Is

Every human being has an inherent want to belong to and interact with a group. Hotels frequently forget that their consumers are people first and foremost before they are paying clients. The most successful hotels can display a relatable, sentient branding strategy that emotionally engages with customers.

According to Simon Gibson, brands must think and act like actual people instead of portraying accommodation as a functional utility.

“Consider Airbnb. It was innovative not only because of the business concept but also because it gave customers the impression that they were receiving personalized experiences. For example, the places where visitors slept had history, charisma, and strange rugs.” Simon.

Creating a relevant brand starts with a brand story because a hotel branding story will outlast any changes in employees or management changes.

Hotel Niche

Have a Niche

A niche is a specialty that targets a specific industry or group of customers. Finding a niche is critical for you if you want not only to generate consistent cash but also to build a reputation.

Benefits of Having a Niche

Let’s look at three solid reasons why having a niche in your hotel branding is essential.

  • Low Competition: One of the primary advantages of a niche market is little or no competition. There are much fewer competitors offering the same item when you submit a small or particular target. But, there would be fewer customers searching for your products. As a result, you must focus on the correct clients.
  • Less Spends on Advertising: Promotions are made much easier by niche marketing. In addition, marketing to a niche market is generally very targeted. Therefore, it is also expense-effective.
  • More Revenue: Profit ratios in niche businesses are frequently massive. Customers’ particular needs are met by niche enterprises. Furthermore, buyers cannot obtain the goods or services somewhere else. So, they are willing to pay extra for the services.
  • Proficiency: When you provide a specific service to a niche market, you naturally assume the role of an expert in your industry. You are the ideal choice for obtaining the correct answers. It is challenging to be an expert in every topic. However, you can offer expertise in your own field. The ability to specialize in one field can help you attract more consumers by meeting their unique demands.

Create a Captivating Story

Given that around 75% of people do not trust conventional means of marketing. As we are bombarded with hundreds of marketing communications, you must find a way to break through the clutter genuinely.

A brand is more of a story than a sales pitch. It provides a story about what it’s like to stay at your hotel rather than merely presenting what it has to provide. The report should include the hotel’s past, philosophy, location, and esthetic. Moreover, the story also tells clients what the end-to-end journey feels and looks like both on and off the property.

According to HotelRez, “good hotel storytellers online are moving away from large portions of dull, normalized text and descriptions of amenities, and toward the use of large, stunning, bold pictures with fascinating narratives and convincing bite-sized videos, which are more suitable to today’s multi-device, multi-channel world.”

Sell a Breathtaking Experience

Apart from the basic facilities, such as the condition of the guestrooms, amenities, or service by well-trained workers, the best hotels should broaden their identity to include the essence of hospitality.

Hotels are in the industry of caring for people, and hotel workers should strive to provide guests with a revolutionary experience.

All great businesses start with a customer-centric mindset. Plus, experience mapping is a valuable tool for identifying and implementing universal touchpoints of hotel branding experience. Hospitality should leave clients with fond feelings, enrich their experiences, and become a part of their personal stories.

Hotel Service

Provide Story-Worthy Services

Customer service is key to your hotel branding success. Because excellent customer services keep clients and derive more worth from them, give the guests something they’ll enjoy and remember you by. At the time, photo booths with ingeniously branded prints or branded biscuits, candles, wine bottles, or sweet goodies are popular options. 

On-site custom engraving or personalization of products can enhance the experience. Avoid providing “clutter” things, such as needles or magnets, typically thrown in the top of a cabinet or thrown out.

Hotel owners that provide excellent customer service recover their client acquisition costs and create a loyal audience. This audience refers to clients who act as case studies and gives feedback and testimonials.

To give a story-worthy service and value to all of your clients, you must be:

  • Highly Responsive: Give response to arriving questions efficiently and quickly
  • Accessible: Make sure everyone understands where they can get the details they want.
  • Service-Orientated: Try to get feedback and deliver on requirements from guests.

Provide Unique Offerings

A unique offering means the unique advantage of a business, service, or item that empowers it to stand out from the competition. The characteristic that shows product benefits that are important to customers must be the unique selling proposition. It concentrates on explicit claims of innovation involving an outstanding verifiable quality.

A unique selling proposition is a crucial positioning signal a business or sales representative provides to prospects. Your unique selling point outlines why your service is more robust, better, or different from competitors. Unique offering also provides clear distinction, increased revenue, loyal customers, and easier selling in hotel branding.

Conclusion

To stand out in the hospitality market, you must always have a comparative advantage over your competition. According to statistics, the number of hotel reservations increased by 26% between 2005 and 2016.

It is a strong indication that the hotel industry is thriving. However, to guarantee that your hotel is among the many on-demand hotels, you must build a strong hotel branding.

You can also promote your hotel on social media. The global population of social media members has now topped three billion. As a result, it is a ripe industry.