Post-Pandemic Hotel Digital Marketing Trends Transforming the Guest Experience

Willing to adapt to today’s ever-changing environment and make your hotel highly stand out among your competitive set? Wondering how you can boost your property’s Occupancy and Revenue Per Available Room (RevPAR) post-pandemic times?

Then, you must watch my video to learn about the most recent marketing trends witnessed by one of the most renowned and accomplished hotel experts in Florida.

It was such an honor to have Mohan Koka, General Manager at Kimpton Surfcomber Hotel in Miami Beach, participate in my Interview. I was truly delighted to gain his valuable insights about the new marketing opportunities and shifts pandemic times have brought to the hotel industry. Indeed, these unprecedented times have definitely been a catalyst for innovation and changes in a world that has become undeniably digital. Hoteliers have had to think outside the box and had to be creative more than ever to appeal to their target audiences.

Watch my video to learn more about marketing initiatives driving booking conversions and increasing hotel’s profitability in this new era: 

 

Creating Compelling Content to Increase your Hotel Occupancy

My name is Meryem, and I am a consultant in the hotel industry specialized in Marketing strategies in the world of digital. Through my expertise in the field, you will learn about the latest methods in Hotel Marketing that will allow you to highly distinguish among your competitive set in an intense market. This video will provide you with the best tool to enhance your content to maximize your site traffic, attract your ideal guests and boost your booking conversions. If you are looking to boost your hotel occupancy and RevPAR, it is time to improve your content marketing strategies! Through my video, I will share tips to build content that will allow you to develop the strongest ties with your guests and exceed their expectations. You will learn about the best practices for effective content marketing allowing to offer the most unique experiences before your guests even step up at your property’s lobby.

Watch my video to learn more: 

If you want to learn more about the latest trends in digital marketing in the hotel industry, you can visit my blog in the following link:

https://mery-market.com/sample-page/

You can also connect with me on LinkedIn by visiting my profile:

https://www.linkedin.com/in/meryem-mekouar-m-s-chia-76904b72/

TIPS FOR AN EFFECTIVE SUPPLY-CHAIN MANAGEMENT FOR YOUR HOTEL

Are you a hotelier looking to strengthen your property? Then, it is a must to review your supply-chain management that is very important for your hotel operations success. Indeed, it is crucial if you want to sustain a competitive advantage. Before setting your supply-chain strategy plan, it is important to take in consideration that it is a complex process especially in the hotel industry. Indeed, there are many stakeholders you need to deal with and the inventory is huge. There is also a significant number of perishable goods and there is important wastage. The supply-chain management also highly depends on seasonality in which the trends and KPIs (Occupancy, ADR, RevPAR) vary. As a hotel marketer looking to maximize your property’s revenue, you must make sure that you have a well-functioning supply-chain management that operates seamlessly.

How to Define Supply-Chain Management in the Hotel Industry

 Supply-chain management in the hotel industry refers to all the activities that involves the flow of goods and services allowing to create guest’s value. Hoteliers strive to make their supply-chain the most efficient through ensuring the process at the cheapest possible cost. It includes the collaboration with suppliers, channel partners, intermediaries who contribute in offering unique experiences to your guests. Applied to marketing, it is all about delivering the right service to the right guest at the lowest cost.

Best Practices for your Hotel Supply-Chain Management

There are several best practices that need to be considered if you want to implement a quality supply-chain management for your property.

Automatized Processes

Technology is crucial for your cost-strategy in today’s world in which data is widely available. Automation has been increasingly present in hotel’s supply chain management. According to the Hospitality Learning organization SOEG, there are many existing information systems that offer tailored solutions for smooth supply-chain processes for the hotel industry.

Those information systems allow to have access to the different department data. Indeed, SEOG mentions the following operation management systems that hotels use: transaction processing system, point of sale system (POS), property management system (POS), decisions support system and global distribution system. Those systems allow you to run real-time reports with booking and different types of historical data that will help you think about ways to minimize wastes at your property. By analyzing the vast amount of data those systems give you access to, you will be able to measure the property and guest’s needs. You can also evaluate your supplier’s turnaround time and decide which partners are the most beneficial for your property. You can engage in automated ordering as well as reliable forecasting. You will then be able to identify the most effective marketing strategies while minimizing your costs.

Supply-Chain Strategy Plan

In order to ensure the success of your supply-chain, it is crucial to build a well-established supply-chain strategy plan. There are several elements to consider when working on your plan to ensure a good-functioning process. Indeed, it is important to analyze the stakeholders that partner with your property and assess their reliability. It is also crucial to often do the inventory of your hotel’s material so you know for instance how many towels, cushions, etc need to be replaced. Through doing consistent inventory, you can also for example assess how quickly you were at selling your mini-bar food and beverages. Always ensure your strategies are improving the inventory turn. You can use the formula mentioned by eFinance Academy to evaluate the speed of your supply-chain which is the following:

Image taken from: https://efinanceacademy.com/inventory-turnover-ratio/

You will also need to rely on the property’s performance forecast in terms of Occupancy, ADR and Revenue Per Available rooms to determine the needed perishable goods. It is also essential to assess the situation of the economy and inflation and identify potential price changes for products used by your hotel. Constructing your plan based on your reflection of those aspects will allow you to achieve a quality supply-chain management while minimizing risks and wastages.

In sum, today’s supply-chain in the hotel industry is all about the guests and unique experiences that can be facilitated through streamlined and dynamic processes. Indeed, your guests must be at the core of your strategies. You must take advantage of the newest intelligence solutions existing in the industry so you can ensure the precision, rapidity and quality of your supply-chain. Applying the best practices will allow you to be an accomplished hotelier driving the highest occupancy and revenues for your property. You should also follow the teachings of the renowned Graduate Professor at Stanford University Business School, Haul L. Lee who mentioned once “The best supply chains aren’t just fast and cost-effective. They are also agile and adaptable, and they ensure that all their companies’ interests stay aligned”.

If you want to learn more about the latest trends in digital marketing in the hotel industry, please visit my previous article in the following link:

https://mery-market.com/distribution-strategy-best-practices-that-will-profit-to-your-property/

You can also connect with me on LinkedIn by visiting my profile:

https://www.linkedin.com/in/meryem-mekouar-m-s-chia-76904b72/

 

Marriott International – A Leading Example of Hotel Corporation that has Revolutionized the Customer Loyalty Strategies in the Industry

Marriott International (Links to an external site.) is one of the largest hotel corporations in the industry with a portfolio of 30 brands and more than 7000 properties located in 131 countries around the world. Since its foundation, the organization has strived to be an exemplary model in customer loyalty strategies. Indeed, significant innovation in terms of customer experience has been one of the main reasons this hotel parent company has led the industry. If you are a hotelier looking to increase your customer’s loyalty, then Marriott could be a source of inspiration to offer seamless experience to your guests enticing them to stay again at your property. Customer’s delight and personalization have been at the center of Marriott strategies which have proved to be the key to the company’s success.

What is Customer Loyalty in the Hotel Industry?

Customer loyalty can be measured by how likely your guests will repeat business at your hotel and the reasons behind the decision of staying at your property again over time. According to the hotel sales and marketing organization CVENT (Links to an external site.), it is the result of superior service making guests trusting the brand and encouraging them to become loyal. Indeed, CVENT lists the different ways guest’s loyalty can be gained which are exceeding guest’s expectations, offering unique and personalized experience, understanding guest’s needs and wants, showing care to guest’s feedbacks, demonstrating dedication to service improvement and developing strong and long-lasting ties with frequent travelers. Customer’s loyalty strategies have evolved over the generation in the hotel industry especially with new technologies enabling the use of valuable guest’s data.

How Marriott Has Inspired the Hotel Industry with its Innovative Customer Loyalty Strategies

This company has thought beyond providing comfortable rooms and beautiful hotel lobbies to improve their guest’s satisfaction and loyalty. Furthermore, Marriott has gone above offering simple loyalty programs to its members that offer upgrades and discounts by redeeming points. Indeed, the organization has implemented ingenious plans to attract repeat guests to its numerous properties across the globe. Here are some strategies that Marriott uses to attract frequent guests and increase their lifetime values according to the organization Sharpen specialized in customer satisfaction:

Personalized Guest’s Interaction: Marriott has offered the possibility to its guests to interact with its property’s operators before, during and after their stay to better understand and satisfy their needs. Through digital platforms, the organization has allowed digital interaction with its guests to customize their stays. The company has also partnered with organizations like Salesforce (Links to an external site.) to offer frictionless and seamless experience to its guest by having a comprehensive view of their profiles. The technology offered by Salesforce allows employees to communicate with guests doing special requests from any channel (website, mobile apps, etc). For example, via live chat, a guest can ask for special types of pillows and dry-cleaning service even months or weeks in advance. Indeed, the company has seen the willingness of its guests to share information which can allow to anticipate needs and significantly improve guest’s experience. As a result, the organization has been successful at strengthening relationships with its guests who look forward to their next visit.

Offering data-driven experience: Marriott has used state-of-the-art technologies allowing to collect valuable information about its guests and offer data driven experience. As the company is focused on having a clear understanding of its customers, hotel administrators are able to offer the most personalized experience to its guests. As a result of informing business decisions through the wide use of people’s data, Marriott is able to better meet guest’s expectations and drive customer’s loyalty.

Making employees happy to make customers happy: Marriott has focused its efforts on taking good care of their employees so they are motivated to take good care of its guests. Showing care to its employees has been at the heart of the organization success in terms of customer’s loyalty. The Executive Vice-President of the corporation, David Rodriguez (Links to an external site.) said that putting people first which is the first core value of the company has pushed its workers to achieve their outmost performance. As a result, caring about their employee’s well-being has been key to have engaged workers motivated to provide excellent customer service experience. As a result, Marriott has been able to retain a talent poll dedicated to make guests satisfied and loyal to the brand.

In sum, Marriott has understood how cheaper it is to attract loyal customers than new ones. The organization has been successful as its operators are not focused on offering a single good hotel experience but rather encouraging their guests to continue have Marriott as first choice for future stays. Except from having a successful loyalty program, the company has taken innovative initiatives to retain its guests through customer’s care. Start applying Marriott methods based on customer care and delight, and you will see how your customer’s loyalty will significantly increase at your property!

 

 

 

 

 

 

“Wowing” your Hotel Guests with Experiential Marketing

Are you a hotelier willing to immerse your hotel guests in your brand experience and offer them unique and delightful moments? Then, consider implementing experiential marketing that will allow you to go above and beyond your guest’s expectations during unforgettable stays. As for different industries, experiential marketing has become very popular in hotels willing to capture their customer’s imagination to another level. Through these marketing initiatives, hotels can significantly captivate and surprise their guests who leave with long-lasting memories. Through sophistication and creativity allowed by these marketing techniques in this new era, hotel marketers can highly attract people’s attention especially through social media. If you are looking to increase your potential customer’s reach and your booking conversions, you should definitely implement this innovative strategy.

How is Experiential Marketing Defined in the Hotel Industry?

Also called engagement marketing, experiential marketing is a technique aiming at creating unique experience between your guests and hotel’s brand. This marketing strategy allows you to develop strong ties with your customers by offering them memorable experiences. Indeed, the brand is brought to live through an activation such as events, service sampling, etc in which you can directly interact with the guests. Experiential marketing can allow your guests to be able to better understand your brand’s purpose. As your guests will live experience they will remember, it can help you to create the “buzz” and increase your brand’s social sharing.

Experiential Marketing Initiatives Examples in Hotels

 Sensory Experiences

Image taken from: https://www.businesswire.com/news/home/20151110005405/en/St.-Regis-Hotels-Resorts-ARQUISTE-Parfumeur-Capture

Many Hotels have allowed their guests to experience their brands through scents, textures, sounds, etc. For example, St. Regis hotel chain is infusing a modern scent in its different properties around the world resorts. This fragrance containing the rarest ingredients is reminding of the luxury environment transporting guests in the most intimate experience during their hotel stays.

Sharable Experience

Image taken from: https://www.forbes.com/sites/alysonkrueger/2015/11/20/this-california-resort-lets-lexus-cars-be-the-tour-guide/?sh=269d03ae2450

Sharable Experiences have also been very popular among hotels implementing experiential marketing strategies. An oceanfront resort in California named Tarranea Resort has offered the possibility to its guests to tour guide with its Lexus cars available on-site. In fact, guests can enjoy the scenery while driving GPS pre-loaded cars with already set itineraries suggested by the concierge team at the hotel.

Virtual Reality Experience

Image taken from: https://vrscout.com/projects/marriott-tests-virtual-reality-room-service-program/

Virtual Reality represents the future in hotel’s experiential marketing strategies. Indeed, many hotels have used the latest technologies to attract guests to stay at their properties. For example, Marriott International has offered the ability to potential guests to visit its different locations and properties thanks to virtual reality. In this way, guests are able to develop a strong connection with the brand even before arriving at the hotel.

Events Marketing

Image taken from: https://www.becausexm.com/blog/great-experiential-marketing-cointreau-s-hotel-takeover

Hotels also organize events so people better assimilate brand’s storytelling. An example of a hotel that often host events to connect with its guests is the Betsy Hotel in Miami Beach. Indeed, this boutique hotel is known for its unique brand personality focusing on art and culture. The hotel has invited authors and artists to showcase their work. Thanks to these events, The Betsy is successful at reinforcing its brand identity and create stronger ties with its audience highly interested by arts and culture.

When you will start implementing this innovative marketing technique, you will see how successful you will be at attracting repeat guests. As you will be catching people’s attention through your marketing strategies, you will urge so many at booking stays at your property. As travelers nowadays especially millennials are looking to live unique experience during their getaway moments, this technique must be part of your strategic plans. As the experiences you will offer be talked about, it will favor mass brand exposures in this age of social sharing. As you are probably willing to generate more revenues for your company, start using your team’s innovative minds to come up with the most sophisticated experiential marketing initiatives!