Where to start when implementing a hotel marketing strategy? How to promote a hotel with the internet moving so rapidly with new developments every day, week and month … Here is a 10 step plan on how to market a hotel.
1 – A Story Worth Telling
Your hotel needs to have something unique, refreshing or innovative. Your hotel needs to have a story to it which people like, and think worthwhile to share with their friends. Good service is at the basics of all of everything, this you have to get 10% right. Being remarkable ( = worth making a remark about) is not that hard either if you think of it. How about handing out an ice cream at check-in during the warm summer days? Or invite all hotel guests to a delicious fresh French roast coffee when they arrive at the hotel.
2 – Regional and National Press
PR has and will always be important to reach your domestic market. Make sure you build a good relationship with journalists and editors of regional and national newspaper and magazine publications. This way if they want to do a travel story, you are the top of their list.
3 – GDS + Consortia
Apollo, Galileo, Worldspan are seen by many as a dying breed. But these Global Distribution Systems are reinventing themselves, and are still an important source of business and leisure travel for many destinations. Moreover mega agencies like Amex, ABC Corporates Services, TQ3 Travel Solutions, World Travel BTI and Carlson Wagonlit are very effective distribution channel to reach corporate travelers of large corporations.
4 – OTA
The poster boards of the hotel and travel industry in the online age, are among the most important distribution channels. Their commissions and models vary; analyze them well to make sure they add value to your overall strategy. Be certain they aren’t just shifting direct business away from your direct sales efforts, but really generate incremental bookings
5 – DMC
Local Destination Marketing Companies, work hard to attract groups and events. You should approach them and work together with them to attract corporate and leisure groups during low and medium demand periods. It will help you to diversify your hotels’ market mix
6 – Tourist Office + Convention Buro
Talk to your local tourism office and find out how they can help you to promote your hotel. Make sure you have a representative listing on their website and that you are well promoted in their office when tourists come to town. The Convention Buro should be your other best friend. You should be on the top of their list for group requests for conferences and city wide events in your destination.
7 – Sales Rep
Have a sales representative put your hotel on the local map with local businesses nearby. Visit prospective and current clients regularly, bring the gifts, meaning smart and real gifts. Spoil them rotten, and make them addicted to you.
8 – Website + SEO
You will need an optimized website for your hotel. If you want to generate direct sales through your website think keyword searches and consumer segments, before burying yourself in the design aspect. Your store can be pretty, but you need people passing by and stepping in to have a chance at a sale. SEO is very often heavily neglected.
9 – Social Media + Review Website
Yes we know by now (I hope so at least) we need a FaceBook, Twitter, FourSquare, Gowalla, YouTube page and profile. We have to manage our presence on these social media actively and create fresh new piece of content every week and month. A blog is great tool for this. Next, manage your online reputation. Encourage your guests to leave reviews on Yelp and TripAdvisor. Incentivize if needed to get guest pics and videos. Your profile on the hotel and travel review websites needs to be active and dynamic. Oh yeah, don’t forget to respond! You have to be involved… 10 – Mobile
Finally, hotels are starting to move beyond their own website into mobile marketing. Don’t think a mobile app is something every independent hotel needs. Let’s start with a basic mobile website which allows you to easily navigate an image gallery of the hotel and has a simple click to call button. From there you can work on integrating your booking engine and develop a more advanced mobile hotel website step by step.
A few Warnings One thing you shouldn’t do, and this is getting on the Flash Sales train. You will only dilute your business and slash your Average Room Rate down to levels , that your hotel will incur revenue losses instead of generating incremental revenue.
I just noticed we did not mention Tour Operators and Wholesalers. That’s correct, their model is broken, and they are only a necessary evil hotels need to use until they have redeveloped themselves into OTA / IDS style agencies with dynamic sell rates, respecting the hotels’ distribution needs.
Last but not least, don’t spend too much money on printing brochures etc. We are in the electronic and digital age … (paper and print should no longer be part of your strategic plans)
As CEO and Founder of Xotels, Patrick Landman has made it his mission to turn independent hotels and resorts into local market leaders. Xotels´ diverse expertise and deep-knowledge across hotel management, hotel operator, asset management, hotel consulting, and revenue management services, enables them to drive results for independent boutique hotels, luxury eco-resorts, and innovative lodging concepts. Below you will find opinion articles written by Patrick Landman.