Hotel Marketing
In the truly dynamic landscape of the hospitality industry, where competition is fierce and consumer preferences are evolving regularly, mastering and utilising various marketing strategies is essential for achieving success and brand awareness. One of such strategies involves an approach of gaining significant traction across different platforms. This approach is known as omnipresent marketing. This strategy revolves around establishing a prevalent presence across multiple platforms and touchpoints, ensuring that your brand remains at the forefront of consumers' minds throughout their journey. In this Big Bear article, we delve deeper into the concept of omnipresent marketing its application within the hospitality industry.
Omnipresent marketing transcends traditional advertising and organic marketing methods by allowing you to seamlessly integrate your hotel’s brand into various channels and platforms, where your potential guests actually spend their time. Rather than relying on a single and more traditional marketing avenue, such as television or print ads, omnipresent marketing leverages a diverse variety of platforms, including social media, search engines, email marketing, influencer collaborations, UGC and more. The goal of such an approach to marketing is to create a cohesive brand experience that follows potential guests wherever they go in the digital realm - whether they're browsing online, scrolling on social media, or exploring new destinations to visit.
Social media platforms, such as Instagram, TikTok and Facebook serve as invaluable tools for connecting with travellers directly and influencing their decision making process. From aesthetically pleasing visuals, showcasing the beauty of your hotel’s location, to engaging short-form video content, highlighting the character, history and service levels, which can be expected from staying at your hotel. By crafting compelling content that tells a story, luxury hotel marketers are able to resonate and connect with their target audience on a deeper level. So, don’t underestimate the power of social media, when it comes to omnipresent marketing, and utilise it to showcase what your luxury hotel is all about, from its grandiose rooms and location, all the way to smaller details, such as complimentary toiletries. On top of that, utilising user generated content in your social media marketing strategy can further elevate your brand and build a strong and loyal customer base.
In an age where travellers heavily rely on search engines to discover accommodation options, plan their trips, and research their dream destinations, ensuring discoverability and visibility on platforms like Google, should be a non-negotiable part of your marketing strategy. Luxury hotel marketers mustn't ignore the importance of SEO, and by implementing regular keyword research, website content optimisation, creation of valuable and relevant content and building quality backlinks, can bring immense value and make your luxury hotel much easier to discover in the competitive realm of digital marketing.
To take your organic discoverability to the next level, ensure your Google My Business profile is optimised and updated frequently. This platform is regularly used by travellers, when looking for hotels in different areas. So not setting up your Google My Business profile, can cause you to miss out on valuable traffic of potential guests. To learn more about ways to improve the appearance of your Google My Business listing, read our previous article on The Importance of Images on Your Google My Business Profile.
Truly personal stays and marketing campaigns lie at the heart of omnipresent marketing strategies, allowing you to tailor your messaging and offers to meet the unique needs and preferences of your guests. By utilising historical data and guest profiling/insights, you can gather insights into customer behaviour, preferences, and past interactions. By leveraging this information, you get to deliver hospitality services of an exceptional standard, as your offers will be personal to each guest. An example of this, could be reaching out to past guests, who stayed at your luxury hotel to celebrate a birthday or an anniversary, inviting them to consider doing the same this year, however at a reduced rate or additional enhancement, to show gratitude for their loyalty.
Collaborating with influencers and travel bloggers can help you significantly amplify your brand’s visibility and credibility. Due to the influencers already having a community, you get to leverage their reach and showcase all of the amazing features of your luxury hotel. However, it’s crucial to identify the right influencers, whose audience aligns with your target demographics, and whose content resonates with your own brand. This way you get to engage in an authentic partnership, which showcases your brand in a way that reflects the essence of your luxury hotel, its features and service. So encourage influencers, as well as your guests to share their firsthand experiences through various forms of content, including blog posts, social media content and short-form videos, attracting new guests and enhancing your brand awareness in an authentic way.
Stay ahead of the curve in the competitive hospitality industry by embracing emerging technologies, which not only enhance the guest experience but also elevate your marketing efforts. By keeping up with the changes and new technologies, you are able to explore innovative solutions and ways of omnipresent marketing, which even further resonate with your target audience. On top of that, it ensures that none of your marketing efforts are deemed ineffective due to changes in algorithms or outdated practices, which would allow your competitors to gain an edge over you.
We understand that keeping up with regularly emerging technologies and ever-evolving marketing trends can be a challenging task. To help you keep on top of these changes and keep your marketing strategies up-to-date, subscribe to our newsletter, where we regularly feature marketing-related updates, relevant to luxury hospitality, as well as marketers working across other industries.
Overall, in today’s hyper-connected world, omnipresent marketing has emerged as a powerful approach for hospitality brands seeking to build more loyal customer bases and offer more engaging marketing, which captivates discerning travellers across various platforms, where they actually spend their free time. By leveraging social media platforms, SEO, influencer collaborations, prioritising personalised guest experiences, and of course keeping up with the changes in the digital marketing realm, you can create a seamless and memorable journey that resonates with guests long after their stays. Embrace the principles of omnipresent marketing, and position your brand for success in the ever-evolving landscape of the hospitality industry.
