So you just opened your hotel, but where are your guests? For any hotel regardless of size, occupancy is a primary concern. But then again, it doesn’t have to be. Follow the tips below and see more guests come in through your door.
Branding – Branding is all about formulating a Unique Selling Proposition (USP) for your business and creating marketing materials (including logo) based on it. Why is branding important? Because it creates an image for your hotel, making it easier to attract your target market. It also makes your business easy to remember.
Positioning – Since there are so many hotels, you cannot afford to cast a wide net and hope people from all walks of life will book a room. Unless if you are a Hilton hotel, it’s better to target a specific group of people. Positioning ties in with branding.
Once you have identified your target market, it’s time to target them. There are many ways that you can market your business. However, there is really just a handful that brings in significant results. In the rest of this article, you will find a list of the different marketing channels you should explore.
Website – Your website represents your hotel on the Internet and as such, you should invest money in it. Don’t just pour money into the design. Work with a developer to have an email capture form. Also, have other tools installed, including booking and concierge tools.
Google Adwords – This is the pay-per-click advertising program of Google.With Adwords, you bid on keywords, and your advertisement will appear below the search bar of the search engine where it is the most visible to website visitors. Target the keywords that your target market searches in order to find hotels like yours.
Search Engine Optimization – More commonly referred to as SEO, Search Engine Optimization is the art and science of making your website rank on Google search for its more important keywords. Adwords and SEO are not mutually exclusive. Instead, they are complementary, and if you are serious about marketing your business, you should do both.
Travel websites – You may hate the ratings and review system of different travel websites like TripAdvisor. However, they can be your best tool for establishing your name in the hotel industry. Get your hotel listed on TripAdvisor and other similar websites and encourage your former guests to leave a review there. Or you can contact a local website where they will advertise your hotel in their website. Luckily, we have found a local site where we are establishing a new branch. We are planning to get in touch with the admin of this site.
Facebook ads – Unlike Google Adwords where you target keyphrases, with Facebook ads, you target people of a specific demographic and living in a precise location. Advertising on Facebook should be more efficient, however, if you don’t have a strong brand that has a compelling message to your audience, it won’t work.
Viral videos – Viral videos are different from the official videos of your hotel in that they tell a story. It could be the story of one of your staff or guests. In any case, no matter whose story it is, the video you release should be touching and funny enough that people will want to share it.
Customer experience – There is no denying the power of social media, and there is nothing more powerful than a guest taking selfies inside your hotel, or writing a gushing post about your hotel, and uploading them to Facebook.
Growing your hotel business is an ongoing effort. Some of the items we shared in this article will bring customers right away while others simply create an awareness of your brand.
In order to grow your business, you need to take a synergistic and incorporate the different marketing tips and strategies we mentioned here.