Offering Both Outstanding Customer Service and Customer Experience to Make your Property Highly Stand Out

Are you a hotelier willing to exceed your guest’s expectations? You might be a passionate hotel professional eager to create memorable guest’s stories and offering the most delightful moments. Then, you should ensure to deliver both excellent customer service and customer’s experiences. Indeed, customer service is an important piece of the puzzle when building a customer’s experience. Customer service is one main element of the whole customer journey while customer experience includes all the different interactions that your guests have with your brand. Both concepts are usually mutually applied by properties that want to highly distinguish in the market. Those practices can be considered as the beating heart of any hotel. If you sum up both practices, you will be able to reach new heights when serving your potential and existing guests. You will be able to make a real difference in people’s lives which might certainly be your everyday’s goal.

How to Best Define Customer Service in the Hotel Industry?

Customer service is defined by the actions you take to meet your guest’s needs and accommodate their requests in a timely, professional and helpful manner. It is the process of delivering a high-quality assistance to your guests before, during and after their hotel stay. The objective is to respond to your guest’s desires to attain the highest customer satisfaction. It embraces the “human” touch in the customer journey. Outstanding customer service involves demonstrating value and genuine care to your guests. It also requires showing your hotel amenities and offer’s knowledge and possessing a set of skills such as patience, perseverance and tenacity. It is the voice your guests will acknowledge as a representation of your hotel. Thus, maintaining customer service standards is essential to enhance the perception your potential and existing guests have towards your hotel. It is all about making your guests feel special as individuals through very unique interactions.  This could be done by establishing a customer centric culture among the team across the different departments. In order to be successful, your guiding principle should be directed towards meeting your guest’s needs rather than being only sales-driven.

How to Best Define Customer Experience in the Hotel Industry?

Customer experience is broader and constitutes of all the different interactions your guests have with your property’s representatives. It is all about the feelings your guests develop towards your brand as they connect with your business at all phases of the customer journey. If you are willing to offer a unique customer experience to your guests, you must learn how to anticipate their needs for the most customizable moments. Indeed, personalization is at the core of delivering a unique customer experience. The more you will engage with your guests and surprise them according to their preferences, the more you will distinguish to their eyes. The customer experience is present in the different touchpoints your guests are exposed to from the marketing campaigns, booking process, room’s check-in and check-out experiences, hotel amenities usage, post-stay interactions, to the service at its entirety.

Here is a graphic posted on the website of the Hospitality School Les Roches illustrating the concept of positive and negative customer experiences of a hotel guest:

Image taken from: https://lesroches.edu/blog/ctme/

The blog of the Hospitality School “L’Ecole Hoteliere de Lausanne” also share an example of a unique customer experience which is shown below:

Image taken from: https://hospitalityinsights.ehl.edu/customer-service-vs.-customer-experience-key-differences

As you can see from both examples, a memorable customer experience is all about being familiar with your guest’s needs so you can amaze them with the most thoughtful and personal attention. In this way, you are able to exceed your guest’s expectations and leave them with long-lasting memories from their experience.

Implementing Forbes Training to Offer Seamless Customer Service leading the most Unique Customer Experience:

Image taken from: http://info.morleynet.com/meetings-and-incentives-blog/forbes-releases-five-star-hotel-list

If you want your brand to distinguish in this intense market, it is essential to offer quality training to your front and back-of-the house hotel staff to offer service consistency. If you want your property to be recognized for your service excellence, you should consider applying for Forbes Travel Guide rating and ultimately become a Forbes Five Stars property. Indeed, Forbes Five star training is one of the most effective customer service guide in the hotel industry. Forbes mention several standards to maintain to qualify which are the following:

  • Welcoming guests warmly
  • Calling guests by their names
  • Being gracious
  • Being polite
  • Recognizing each guest as unique
  • Thanking the guests
  • Treasuring the loyal guests
  • Listening and showing empathy to the guests
  • Recording guest’s preferences and requests
  • Anticipating guest’s needs
  • Serving guests immediately
  • Guiding guests in the right directions
  • Always offering alternatives instead of saying no
  • Speaking in full sentences

Forbes also suggests all the manners to keep during the exchanges with the guests to make them feel valued as followed:

  • Speaking in full and clear sentences (e.g: “May I be of further assistance regarding your dinning reservation?”. Avoid using fillers such as “uh”, “um” by being knowledgeable about the hotel departments and offerings).
  • Using formal verbiage (e.g: “Absolutely”, “Definitely”, “Certainly”. Never using slang and inappropriate wordings such as “you guys”, “no problem”).
  • Showing sincerity and being natural and spontaneous.
  • Never interrupting the guests.
  • Listening carefully to guest’s requests.
  • Leaving the guests with outstanding farewell by using the most customized and gracious closing remarks. (e.g: “Thank you so much for choosing to stay with us. We cannot wait to welcoming and delighting you again in the near future”.
  • Always offering further and anticipative assistance (e.g: “Is there anything else I can assist you with such as coordinating with the concierge service so they organize your visit of the city”?).

Applying all these customer service standards will then allow you to offer the most memorable and personalized customer experience that will leave your guests with lifelong impressions of your hotel.

In sum, customer service and customer experience complement each other and are essential to your hotel success. Indeed, your property will only stand out if you are able to offer both excellent customer service and customer experience. Applying excellent customer service standards and demonstrating the most genuine attention to your guests will boost your customer loyalty. People will be looking forward to their next visit and you will sustain the most profitable customer lifetime value. Do not leave money on the table and start using your creativity to offer the most unique customer service and customer experience that will be exclusive to your property. As you will be recognized for delighting your guests to another level, people will be thrilled to book a stay at your hotel and your revenues will be the highest ever recorded!

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/land-your-guests-to-a-direct-bookings-friendly-landing-page/

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

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

 

 

 

Land your Guests to a Direct Booking’s Friendly Landing Page

Are you a hotelier willing to boost your direct bookings to maximize your revenues? You might be active with ads getting travelers to your site. Your goal is likely to have as many potential guests as possible exposed to your exclusive offers enticing to reserve your hotel room. You are probably looking to attract new visitors to your site and have them directly book in your website rather than on OTAs. In this case, your website must have a high-quality landing page that get your visitors into booking a stay with your unique packages. An effective landing page is one that is tailored to your guest’s personas and have a targeted focus.

How to Define a Landing Page in the Hotel Industry?

A landing page can be defined by a specific web page designed in response to a hyperlink existing in your promotional campaigns. It is a page your audience is directed to after they clicked on your ads. It is an initial point of contact you are having with your hotel guests browsing your site. Thus, it is crucial to make sure to build a positive impression through compelling content once they land on your web page. In order to have an appealing landing page, you should make sure to have a more elaborated version of your ads. Indeed, the landing page must have similar information so your guests recognize the offers that initially motivated them to visit your site. The purpose of a landing page is to at least capture your visitor’s information with an ultimate goal of getting people to click through your offers and book a stay. Your landing page must be built in a way to offer a seamless and enjoyable customer journey. This is the opportunity to develop the strongest ties with your guests who will likely take action once they realize that your hotel fit with their needs.

This illustrates the path your guests takes to enter your landing page and the way it leads them proceeding with direct bookings:

Image taken from: https://socialhospitality.com/2013/09/capture-social-media-leads-with-hospitality-landing-pages/

Best Practices for a Highly Converting Landing Page:

Here are tips you should follow to build a compelling page:

Developing Highly Visual Designs:

First, it is essential to maximize your efforts in the design of your page. The design should be uncluttered and clean so your guests can have a unique experience while easily navigating your site. Indeed, the landing page should be full of visual content showcasing your hotel amenities.

According to the Marketing Organization Venngage, the willingness to read content is increased by 80% when people are exposed to colorful visuals. The Social Media Organization SocialMedia Today also mentions that the conversion rate is 7 times higher when custom visual content are created. The very first visual that must appear on your website should be a hero shot that should be carefully chosen. Indeed, a hero shot is the primary content people are looking to and contributing in developing a positive first impression towards your brand. For example, your hero shot could be a great photography of your full space and unique hotel facilities. It should be attractive enough to encourage people clicking through your room offers. Using visuals on your landing page is your chance to reinforce your emotional connections with your guests. You can trigger the feelings of being happy and motivated as people can better picture how a stay at your hotel looks like. For instance, you can use pictures of happy guests enjoying your different property’s venues so people can identify and imagine themselves being as delighted by your service. Using such appealing visuals can be very powerful in boosting your conversions.

Building a Strong Headline:

Then, it is crucial to develop a memorable headline that strongly captivates your visitor’s attention. The headline should be concise and promises a special property’s benefit. A strong headline should directly speak to your guest’s personas and use a language that they are likely to appreciate. It should be straightforward, concise and easy to read and include the most persuasive content about your unique property’s offers. According to a study mentioned by the Consultant Neil Patel, people quickly scan headlines, so the less there will be to read the more chances you will captivate your potential guest’s attention. The same research suggests that 6 words is a perfect headline length. You should also use compelling adjectives such as “unique”, “fun”, “essential”, “effortless”, etc that will make your guests imagine the incredible vacations they can enjoy at your property. In sum, your headline has to boost your reader’s curiosity to explore your different packages and consider booking a room at your hotel.

Adding a Converting Call-to-Action Button:

It is also important to design an attractive call-to action button that will entice people to take action and move forward with a booking. Make sure to have a call-to-action button that contrasts against the rest of the site. If your landing page showcases images of the gorgeous beach with unique shades of blue to promote the oceanfront location of your hotel, do not use blue for your call-to-action button. In that case, you could for example use a red call-to-action button that will be highly visible and motivate people to proceed with a reservation. It is also crucial to ensure that the same color is used in all the clickable icons and hyperlinks existing on the page. Then, you should make sure to write a text that will make your potential guests imagine their dream vacations at your hotel. Creative CTA copies could be for example: “Book a Dream Suite”, “Make your Holidays Dreams Come True”, “Stay at the Top Traveler’s Choice Hotel”, etc.

Including Benefits-Driven Statements:

It is crucial to have textual content showing how the features and amenities of your hotel can benefit your target audience. Indeed, you should really state how you are able to make their stay experience particularly enjoyable. For instance, if your property provides a childcare service, you should tell how this could enhance the quality times couples can have. If the location of your hotel is central, you could also emphasize on the travel expenses your guests could save as all the tourist attractions are at proximity. If your hotel has a concierge app, make sure to show your guests how all their requests can be promptly accommodated through a simple button touch. At this stage, you should be highly familiar with your usual guest’s needs and how they could be met so you are able to develop strong benefits-driven statements.

Using Powerful Social Proofs:

As the Wall Street Journal mentions, “Humans Naturally Follow the Crowd Behavior”. This applies to when people are looking for accommodations for future stays. Reviews and testimonials are powerful forms of social proofs that you can use your promote your property’s amenities. Thus, you should consider offering incentives to your delighted guests so they can share positive feedback that could be published on your landing page. For instance, you could have a section on your website in which your guests are able to post their reviews in exchange of special direct bookings discounts. You can then post those testimonials on your landing page so your visitors will be inclined to enjoy similar delightful moments for their coming vacations. People will most likely be convinced by guests who previously stayed, relaxed and ate at your hotel.

In sum, increasing your direct booking should be one of your top priorities. By building a well-optimized landing page tailored to your guest’s needs, you will be successful at converting your leads into hotel guests. A highly effective landing page will make your property highly distinguishes in this intense market. You will be able to clearly show the value of your hotel and people will not hesitate to book your hotel rooms. Be ready to build a strong brand and affinity with your guests once following these best practices to develop a compelling landing page!

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/building-your-hotel-success-story-with-lean-six-sigma/

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

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

 

 

 

 

 

 

 

 

 

 

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: 

 

Building your Hotel Success Story with Lean Six Sigma

Are you a hotelier looking to boost the efficiency of your hotel operations? Are you willing to deliver the highest quality service to your guests at a minimum cost to maximize your revenues? Then, consider learning the Six Sigma methodology that is mainly utilized for process improvements. Indeed, being a successful hotelier requires showing genuine care for your guest’s happiness to ensure the greatest financial performances. Numerous properties around the world have implemented Six Sigma to efficiently serve guests in the most cost-effective manner. If you want to bring a significant impact at your property, you should adopt this highly profitable business solution and train your management team accordingly. With Six Sigma, your guest’s satisfaction will be placed at the core of your strategies. In order to accommodate your guest’s requests at the best, it is crucial to anticipate their needs in a timely manner which is successfully allowed by this tool. Besides, Six Sigma provides you with top practices to precisely monitor your inventory in a way to ensure service consistency. As customer’s data such as reviews are widely available in the world of digital, it is important to avoid mistakes using this state-of-the-art process. According to the platform offering the training and certification, Six Sigma Online, “hospitality professionals are able to statistically decrease mistakes to less than 3.4 per million opportunities”. This demonstrate how implementing this methodology can bring positive changes at your hotel.

How is Six Sigma Best Defined in the Hotel Industry and Why Is It Important?

Six Sigma can be explained by different concepts and techniques used to identify defects and variances in your hotel processes. Whether it is for your room, food and beverage, spa or any other department’s operations, it is a powerful methodology to boost your property’s productivity. As a result, you will ensure the highest guest’s satisfaction. With the high competition present in the hotel industry, profit margins are tightened. However, Six Sigma provides the remedy to achieve greater results. If you are looking to be an accomplished hotel professional, you must explore the Six Sigma platform offering courses and certifications of different levels. Getting Six Sigma certified is recognized as a brilliant achievement in today’s professional world requiring to be highly knowledgeable of the latest business techniques.

Motives Behind Mastering Six Sigma:

There are several reasons why you should consider understanding the Six Sigma techniques to boost your performance:

  • Ensuring Quality Service: Delivering excellent service to your guests is the key to your hotel success. Enhancing the quality of your service can be easily done through applying Six Sigma. Indeed, you will be able to eliminate errors. It also provides with tools to identify what is needed from your guests with exactitude. You will be then successful at maintaining standards of quality while providing what is necessary when it is necessary! You will then achieve a high level of satisfaction among your guests.

 

  • Increased Customer Lifetime Value: Six Sigma will also allow you to make your guests always look forward to their next visit. As the quality of your service will be considerably improved, people will be happy and will build strong ties with your hotel brand. Being aware that they can receive outstanding and seamless service for the best value for money, you will likely become their top choices for future stays. Therefore, you will be able to achieve the highest guest’s loyalty and customer lifetime value which are critical factors for your property’s success.

 

  • Minimizing your Costs: One of your greatest priorities is to save costs to maximize your property’s revenues. Six Sigma can definitely be your solution to achieve the smartest performances. Indeed, this method will allow you to prevent mistakes and eliminate wastes in your operational processes. You will be able to identify all the defects and unnecessary activities for the provision of unique experiences to your guests. You will then abolish all these procedures incurring significant costs to your hotel that do not really contribute in exceeding your guest’s expectations.

 

  • Enhancing your Team Performance: If you are willing to improve your team building strategies, Six Sigma can provide you the right guidance. Indeed, you will better organize the tasks of your employees across your different departments. Your team members will have a better understanding of their work commitments and will work better together. As a result, it will enable you to ensure the efficiency of your operations through enhanced employee’s productivity. This process will allow you to significantly improve your organizational culture. This will bring a positive impact to your hotel.

In an industry that is very intense, implementing Six Sigma will allow you to significantly distinguish in the market and outperform your competitive set. Indeed, you will be impressed how Six Sigma will allow you to outstandingly enhance your processes. Thus, this technique will translate to guest’s loyalty and highest customer lifetime value you have ever recorded. Prepare yourself to be a valuable asset to your team and build the strongest brand image and reputation for your property!

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/guests-you-want-to-appeal-to-maximize-your-hotel-profit-in-todays-era/

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

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

 

 

 

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/

Guests you Want to Appeal to Maximize your Hotel Profit in Today’s Era!

Are you a hotel marketer willing to attract profitable audiences and follow today’s trends? Whatever type of accommodation you are offering, there are a variety of travelers with different needs and wants. Nowadays, many people are not only looking to book a hotel stay but also live unique experiences. There are different types of guest’s personas you should consider as they are becoming widely present. Besides from attracting your typical customers, there are countless targeting opportunities that will help you boost your hotel occupancy. Once devising your marketing strategy, you will be able to identify guests you might encounter at your property. You will then be able to create strong brand resonance among them and generate significant direct bookings.

How to best define a guest persona and why is it an important process in your marketing strategy?

Guest persona can be defined by the representation of the ideal guests you want to target at your hotel. It is a model developed enabling to better understand your various guest’s demographic attributes, lifestyles, behaviors, values, etc. Crafting your guest’s persona requires relying on data but also experiences and behaviors of travelers frequenting your property. It is simply fictional biographies that allow you to better picture your guests. Below is an example of a consumer persona model you can get inspired from to create yours following a similar template:

Image taken from: https://www.cleanpix.com/blog/2018/10/18/creating-buyer-personas-for-the-travel-industry/

This is a must-to-do exercise if you want to engage in powerful marketing for your property. Indeed, as you will think about your guest’s likings, you will be able to successfully accommodate them based on their preferences. You will then be able to offer seamless customer journeys. You can nowadays access to a great quantity of useful customers data thanks to your internal guest’s property management systems. You can also analyze guest’s reviews in travel organization with user-generated content such as TripAdvisor. The Hotel news organization HospitalityNet also suggest to access insightful data through Google Analytics and Social Media Analytics.

2 Types of Hotel Guests to Appeal to Follow the Tendencies:

There are different types of customers you need to consider if you are looking to boost your hotel occupancy:

Green Travelers Guest’s Persona

Image taken from: https://www.plantthefuture.com/project/1-hotel-south-beach/

There is a considerable rise in environmental-conscious travelers. Sustainably-minded guests are likely looking to book at properties that can help them minimize their carbon footprint. If you want to appeal these guests, you must emphasize your promotions on the eco-friendly initiatives taken at your property. If you are looking for inspiration to charm them, there are many sustainable practices you can consider to make your hotel stand out towards green travelers. First, it is a must to participate in on-site recycling programs. For instance, guests can be reminded to reuse towels and bed sheets through sensitizing the guests in saving natural sources like water. You can also decrease the waste of rare resources like plastic and paper by for example providing keyless check-in and check-out. You can also make your rooms green by installing smart showers and light sensors. Moreover, you can have your room furniture made of sustainable material. Instead of providing your guests with paper cups, you can offer reusable glasses and coffee cups. You can also offer product toiletries sets in biodegradable packaging. In your different dining venues, you should also serve locally sourced ingredients and support area farmers. As well, it is crucial nowadays to offer vegan and vegetarian options on your menus requiring fewer resources than producing meat.

An example of a famous hotel corporation that distinguishes through its environmental practice is Mandarin Oriental Hotel Group. Indeed, this luxury hotel organization eliminated all the single-use plastic products across all departments in its various properties around the world starting the end of 2021. According to the organization Balance Small Business, plastic takes between 10 to 1000 years decomposing and is thus very harmful to the environment. Abolishing plastic is crucial in your strategies if you want to be recognized as an eco-friendly property.

Digital Nomads Guest’s Persona

Image taken from: https://www.mappingmegan.com/the-top-4-hotels-for-digital-nomads/

The digital nomad travelers are working professionals who have the possibility to work remotely. They can work independently anywhere as long as they have access to a WiFi connection. Many of them take advantage of this work flexibility to travel and change their usual home office settings. They want to experience a new environment and escape their daily routine. They are looking for inspiration to gain motivation and be more productive. According to an investigation conducted by Airbnb, there has been a 125% increase in online search using the following keywords “location” and “remote work”. This means that there is a huge opportunity for your hotel to target this profitable audience. According to the marketing research organization The Harris Poll, 74% Americans working from home are willing to take a workcation. Indeed, there is an increasing demand of people looking for compelling work-from-home hotel packages. If you want to captivate this desirable audience at your property, you must consider offering office-style room amenities and desk essentials. You should promote special extended stay and day-use space offers specifically tailored to telecommuters. You can also innovate and have tools in the room that can enhance the comfort of these remote workers. For example, you can provide video conferencing equipment and computer desk stand. You should also know that remote workers likely love to step out from their comfort zones and enjoy working in public settings. Thus, you could dedicate an area of your hotel for welcoming and cozy workspaces. You should also consider being aware of the business events. You can do so through partnering with your city Convention Center that can provide you with the conferencing schedules. In this way, you can even have as part of your marketing strategies organizing social gathering for this special community.

An example of a hotel that highly distinguishes through its work-from-home packages is the Kimpton Surfcomber Hotel. This property located in Miami Beach steps from the Convention center is offering office supplies, free printing and unlimited coffee to its guests. They also enhanced the WiFi connection in all areas of the hotels including in the poolside area. The hotel even revamped their pool cabanas to make it comfortable for people who want to use those spaces as an “office”. The property also created a $125 per day package that allows people to use rooms with office amenities for the days.

You might be focusing mostly on attracting your most typical guests who usually walk through your door. However, now that you are more familiar with these profitable audiences, try implementing marketing strategies to reach them. Nowadays, those types of travelers are becoming more popular. As you understand these guests’ segments needs, you can craft communications and offers that will highly resonate to them. Through appealing to these guest’s persona, you will strongly differentiate in this competitive industry. You will be able to attract a multitude of guests and fully occupy your hotel most of the time of the year!

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/tips-for-an-effective-supply-chain-management-for-your-hotel/

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/

 

Distribution Strategy Best Practices that Will Profit to your Property

Are you a hotelier willing to implement a distribution strategy that will deliver the best results to your hotel? Indeed, it is a must to efficiently distribute your hotel inventory considering today’s digital landscape. According to the travel organization ExpediaGroup, sales in digital travel surpassed $800 billion in 2020. The Online Travel Agency Expedia also mentions that people are performing around 43 searches before deciding to book a hotel stay. This is the main reason why you need to have a powerful distribution strategy that will ensure a sustainable growth for your property. Selecting the right channels can allow you to achieve the greatest competitive advantage and propel the highest revenues. When it comes to distribution, your hotel has many options. You should make sure to use the right mixture of channels which should be adapted to your target market’s expectations.

Hotel Distribution Strategy Defined

A hotel distribution strategy is a plan to make your brand visible in a variety of channels so your potential guests are able to book your rooms. The goal is to sell your rooms in the right number and mixture of channels in a way to maximize your property’s revenues. Examples of channels commonly used by hotels are Official Websites, Online Travel Agents (OTAs), Global Distribution Systems (GDS), Destination Marketing Organizations (DMOs), etc. Ensuring your presence in these different channels allows to increase occupancy, reach the right targeted travelers and generate important Revenue per Available Room (RevPAR). In order to implement an efficient distribution strategy, it is important to define your business objectives and sales metrics. In addition, you have to make sure to determine who is your ideal target audience. Here are the most popular distribution channels you must focus on for your property:

Hotel’s Official Website

Image taken from: https://www.pegs.com/ecommerce/hotel-website-design/

According to the hotel event’s management organization Cvent, a hotel’s official site is likely the primary direct booking source nowadays. Having a well-optimized website can allow you to attract repeat guests and upsell better than any other channels. This is why most properties focus on this distribution strategy as it allows to generate the highest revenues among a variety of channels. As a hotel marketer, it is crucial to design a website that includes high-quality imagery and description of your properties’ amenities. You can also publish interactive content that will boost your guest’s engagements. In this way, you will facilitate your customer’s journey and drive conversions. According to the Business Data organization Statista, 50% of online traffic is generated through smartphones or tablets use. Thus, it is important to make sure you have a mobile version of your site that allows a quick and smooth booking experience for your guests. In order to maximize the discoverability of your site, you will also need to invest on your SEO (Search Engines Optimization) practices to likely ensure a high ranking in the search results. In this way, people will easily be exposed to your brand when searching for properties of your scale.

Online Travel Agencies (OTAs)

Image taken from: https://travelingformiles.com/uk-regulator-clamps-down-on-online-travel-agency-practices/

Online Travel Agencies so-called OTAs are third party sites that hotels partner with to promote their brands and increase their hotel’s bookings. Nowadays, those platforms are important revenue generators for hotels. The most famous OTA sites include Booking.com, Expedia, Priceline, Orbitz, Hotels.com, etc. OTAs have the ability to attract huge audiences actively looking for travel plans. Collaborating with those travel organizations will allow you to gain access to valuable insights about the market and programs allowing to capture significant bookings. You can also increase your brand’s awareness as you can be part of booking packages such as a flight ticket and your hotel. In order to differentiate in those platforms where the competition is so vast, make sure to includes your best property’s photos and highlight your unique amenities. Although OTAs usually take 15 to 30% commission per booking, those agencies can be very advantageous for your hotel. Indeed, they act as a main point for the booking process and then allow you to better focus on your guest’s experience.

Global Distribution Systems (GDS)

Image taken from: https://quicktravelaffiliate.com/gds-system/

Global Distribution Systems are an essential part of your distribution strategy. GDS are integrated reservation networks used to connect with travel agents. Examples of well-known GDS in the travel industry are Galileo, Sabre, Amadeus, Travelport, Worldspan, etc. Those reservation systems are used to book hotel rooms in real-time. It allows to simultaneously connect with multiple travel agencies and promote your most updated offers. It gives you the possibility to share up-to-date information in terms of availability and pricing in the GDS all around the world. This distribution strategy also enables to improve your global brand’s exposure and fill last-minute room bookings. In order to distinguish on those channels, make sure to maintain the most competitive pricing high enough to cover the GDS set up fee and percentage compensation per booking.

Destination Marketing Organizations (DMOs)

Image taken from: https://www.linchikwok.net/2018/01/dmo-services-to-hotels-how-valuable-are.html

Destination Marketing Organizations so-called DMOs are most likely governmental organizations such as tourism sites and visitors bureaus. Those platforms are typically promoting tourism and travel in different destinations. They develop marketing strategies to attract tourist’s spending and as a result reinforce a particular area’s economic situation.  DMOs are usually visited by people looking for information about a destination of their interests when considering a vacation. Thus, it is important to consider being present on those platforms to make people discover your brand and gain more exposure for your offers. For instance, if your hotel is located in the city of Miami, you can have your hotel listed in the well-known DMO, Greater Miami Convention & Visitors Bureau so you can encourage traffic to your own site. In sum, you must look for your local DMOs sites and develop partnerships to promote your hotel and generate more bookings.

Once you have implemented an efficient distribution strategy, make sure to compare the metrics in the different channels to determine the ones performing better for your property. Cvent mentions several technologies that can be used to manage your hotel distribution channels and gain useful insights. Indeed, you can consider operating channel management, reputation management and revenue management systems to perform your distribution strategy’s audit.  You will definitely want to maximize your efforts on the channels you own to maximize direct bookings before focusing on third-party ones. As you will engage in a well-thought analysis of your different channels, you will be able to successfully optimize your hotel brand’s messaging. As a result, you will be able to generate significant business to your property. Always ensure testing your existing and new channels to appeal travelers and ensure the most profitable results!

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:

http://mery-market.com/unique-characteristics-of-digital-marketing-over-traditional-marketing/

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

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

 

 

 

 

 

Unique Characteristics of Digital Marketing over Traditional Marketing

Are you a hotelier in the middle of the debate where you should mainly focus your marketing efforts: digital media or traditional media? In this new era, millions of people around the world spend countless amount of time connected around digital platforms. As hotels are increasingly aware of this trend, marketers have been striving to leverage their brands in popularity in the digital world. As a hotel marketer, you might be looking to reach audiences on a national and global scale which can be effectively achieved with digital marketing. Indeed, if you are looking to connect with your guests at the right place and the right time, digital marketing initiatives are powerful in doing so. In comparison to traditional marketing, you can immensely benefit from subscribing in digital marketing services. In today’s world, digital marketing has enormous advantages in comparison to traditional marketing.

How Digital Marketing Distinguishes from Traditional Marketing?

Pull emphasis versus push emphasis:

Digital marketing will expose your brand to a relevant audience that has demonstrated interest in booking a property of your type. Indeed, search engine marketing (SEM) can help you motivate your ideal hotel guests to seek your brand. Through SEM, you can increase your brand visibility towards guests looking to book a hotel of your style in the search engine results page (SERPs). As a comparison, traditional marketing exposes your brand in front of a broad audience who might not necessarily be appealed by your room offerings.

Multi-ways communications versus one-way communication:

Digital marketing can allow you to interact with your guests. Indeed, you can deliver a message to your audience and receive their feedback. Your digital platforms can help you build strong ties with your guests as it gives you the possibility to sustain consistent communication showing genuine care to your audience. You can also engage your audience through encouraging user-generated content (UGC). According to the Paid Media Tech organization Adsmurai, research found that UGC is 42% more powerful and 6.9 times more engaging than content coming from a particular brand itself. Traditional campaigns allow to deliver a single message without knowing the customer’s reactions and whether the marketing efforts generated new leads.

Detailed targeting versus media placements targeting:

Digital marketing allows you to proceed with micro-targeting meaning you have the ability to promote your brand based on the unique characteristics of your target audience. Indeed, you can create content that will be shown to a set audience according to their demographics, psychographics and geographic attributes. In this way, you can create ads based on your guest’s interest and lifestyles. You can then obtain relevant traffic to your site and attract people who likely have the intent to book a stay at your property. The analytics of your sites will also allow you to better understand your target market and develop more effective and appealing campaigns. Nevertheless, traditional campaigns mainly target an audience based on the media placements that are not always displayed in front of the customers you are specifically willing to target. In fact, traditional marketing is not that precise when it comes to reaching your ideal potential guests.

Static campaigns versus dynamic campaigns:

Based on your customer insights, it is easy to adjust a digital campaign in a few clicks. You can quickly decide to invest based on your ad performances. You are able to test different creatives and targeting methods and review your campaigns accordingly. Thus, digital marketing gives you the possibility to sustain effective campaigns that are likely highly appealing to your ideal hotel guests. However, traditional marketing enables the creation of static campaigns which are difficult to adjust with media agencies. Indeed, the agreements are often long-term and if the campaigns are not performing as expected, you will certainly have to wait until the end of the agreed period with the media company.

Micro-level measurement versus qualitative measurement

The results of digital marketing can be easily measured. As you launch your campaigns, you can almost immediately know how well it is performing. Through your website analytics and digital tracking systems, you can have a better understanding of your guest’s behavior. Thanks to those data, you can learn about the details of your customer journey and identify how attractive each of your different content was to your audience. For instance, email marketing campaign analytics can allow you to know the number of emails delivered, read and discover their conversion rates. The digital platform Google Adwords also allows to monitor the ads performance on the search results pages and reveal exact useful insights about the users. As a result, you can get inspired to keep or modify your campaign based on who is your audience and what mostly captivates them. However, the veracity of traditional campaigns takes weeks and even months to evaluate and is mainly achieved through qualitative research which is not statistically representative. As the response to traditional promotions are subjective and not rigid, it does not provide with a clear idea about what really appeals to your audience.

In this new digital age, you should consider pivoting from the traditional sales funnel as it is no longer as powerful as it used to be. As a hotelier looking to offer personalized experiences to your guests, digital marketing can help you achieve the greatest results in doing so. Digital marketing will allow to create highly effective campaigns promoting your rooms based on your guest’s preferences. Indeed, your digital efforts will allow you to collect insights about your ideal guests based on their actions in your platforms. You will be surprised how well you will be able to accommodate your guests based on their requests. As you will exceed people’s expectations, you will achieve the greatest customer lifetime value and hotel occupancy you have ever achieved.

 

What Really Matters When Developing your Hotel Content Strategy?

Are you a hotelier planning on creating appealing content to maximize your property’s occupancy? If you are not yet focused on content marketing, it is time to do so. According to the e-learning organization eHotelier, several research have proved that content strategies are three times more efficient than any outbound marketing initiatives. The key to successful content is to be familiar with your ideal audience and understand your customer’s behavior. In this way, you are able to develop an effective content strategy that will drive your booking conversions.

Content Marketing Explained

Content Marketing is all about creating and publishing material aiming at stimulating your potential and existing hotel guest’s interest. Quality content is essential to improve the engagement with your audience. It can also be very powerful when it comes to motivating people to consider your hotel as a top selection for their future bookings. Examples of the most popular content includes educational blog articles, videos, social media posts, newsletters, etc. Thanks to effective content, you will be able to develop long-lasting relationships with your guests who will develop strong ties with your brand while exploring your content. In this way, you will be able to build trust and credibility which will increase your lead generations and booking conversions.

Issues to Consider When Developing your Content

SEO Strategies

The basis to create appealing content for your audience is to determine what your audience searches for so you include keywords of your potential guest’s interest. Indeed, while working on your content marketing, it is crucial to optimize your SEO strategies. This refers to the technical process used to increase the quality traffic of your sites and maximize the number of visitors. SEO allows to create relevant content attracting profitable guests. Effective SEO strategies can be achieved through identifying your customer’s desires and pain points during the booking process. As you will be familiar about how your guests look for their ideal hotel rooms, you will be able to create content fulfilling vacations search intent.

Content Consistency

It is crucial to ensure consistency to remain on your audience’s top of mind and show genuine care to your guests. So your audience keeps engaged with your brand, it is important to consistently produce content. According to a research mentioned by the Financial Times company Longitude, 60 % of marketers report that maintaining consistency when publishing content is the main challenge that they face. As a hotel marketer, it is important to have a documented and scheduled content strategy to ensure posting on a regular basis. In order to have a robust content strategy, you must often make publications using the same standards and tone of voice. In sum, consistency can highly contribute in your brand authority.

Content Audit

In order to create quality content, you should perform a content audit to have a better understanding of your customer journey. In this way, you will be able to identify the needs of your ideal guests at any point during the purchasing process. The analytics of your website can help you reveal interesting insights about what is getting people into your marketing funnel. Road-maping your customer journey can help you create content that will captivate your audience attention. Based on the analysis of your customer’s behaviors, you can keep or modify your existing content to make sure it is sufficiently appealing to your audience.

Once ready to work on your content strategy, you need to make sure you understand your hotel buyer personas. Try to thoroughly think about your audience questions and what really drives them to book a stay at your hotel. In this way, you will be able to develop appealing content that clearly answer your guest inquiries and thus improve your customer’s journey. Building attractive content will also improve the traffic to your website and social media. Indeed, be prepared to generate the highest volume of visits ever recorded on your different hotel digital platforms using effective content marketing!

 

Personalization is a Must in your Hotel Digital Marketing Strategies

If you are looking to drive significant revenues to your property, you should consider implementing personalization techniques in your digital marketing initiatives. Several research have shown that people are increasingly looking to book a stay in hotels that offer personalized experience. There are several ways you can practice personalization in the world of digital.     You might be wondering how you can create experiences that will be remembered by your hotel guests in your digital marketing techniques. There are many hotels leading the way offering one-of-a-kind experience from data-driven personalized ads, food and beverage or concierge AI systems and so on…

Why is Personalization Important in your Marketing Strategies?

Personalization is crucial if you want to be a successful hotelier as you will be accommodating the guests based on their preferences and needs. It involves crafting personalized messages in your marketing campaigns. You will make each of your guests feel like a VIP as you will be responding to their desires. This is the way you can make your guests feel special and as a result motivated to stay at your hotel. In order to be able to offer such personalized experiences in your digital marketing strategies, you must be very knowledgeable about your target audience. You should take advantage of your guest’s data coming from your social and digital platform to create customized experience and become the property of people’s choice.

Examples of Hotels that Standout With Personalized Digital Marketing Initiatives

Library Hotels is an example of a hotel chain that has launched a novel approach to hospitality through offering unique personalized experience to its guests. One of the strategies they use is to send a digital form requesting to share the reason for traveling. Then, the hotel sends the guest links in which they can purchase experiences according to the goal of their guest’s trips. It is a simple gesture but it really shows genuine care to people who look forward for their visits.

AccorHotels has launched a chatbot in Facebook Messenger so-called Mercure Bot that allows people to explore their hotels all around the world. It also offers a digital concierge service that allows interactions with guests and guide them in their travel. Thanks to this chatbot, the hotel corporation has been able to track their guest’s locations and details that no human can get. The valuable insights gained from the bot has helped AccorHotels to make uniquely tailored recommendations to its customers and gove above and beyond their expectations.

Best Western has designed interactive ads on its social media platforms powered by AI technologies. People exposed to the ads are encouraged to answer series of questions that trigger people to consider booking a trip thanks to recommendations shared in the ads. Those ads give the opportunity to start conversations with guests by sharing information on potential upcoming travels according to their needs. Those ads gives the possibility to do a virtual tour in the different properties, learn more about the amenities offered and book a hotel stay.

Virgin Hotels decided to create an app for its guests after they conducted investigation and found that most of the travelers remain connected in their smartphones while on a trip. Based on their findings, the hotel corporation’s marketing executives designed an app called Lucy. This mobile app allows to proceed with check-in, restaurant reservations, in-room dining ordering, room temperature change, etc. They also developed a program called The Know encouraging direct booking to obtain the lowest rates, upgrades and unique service personalization. Guests also have the ability to record their preferences in the app. For instance, they can enter their allergies or dietary preferences or restrictions, their pet preferred treats, their favorites items to be stocked in the minibar and so on. As a result, Virgin Hotels has been successful offering undifferentiated experiences to their guests. Indeed, all these guests data collected thanks to the app allows them to surprise their guests in each stay at their properties.

Hotels have been constantly innovating to offer the most personalized experience to guests. This digital era offers countless opportunities to offer high-touch customer service in high-tech environments. If your hotel wins in the digital personalized marketing contest, you will highly differentiate in this competitive industry and gain important market share. In all your digital marketing initiatives, make sure to offer the most personalized and convenient communications to impress your guests. As you will be creating insights-driven digital marketing material, you will be able to contribute to your guest’s happiness and increase their loyalty. It is time to start this game to create an impact in the industry and become a successful hotel marketer more than ever!

How the Internet Impacts your Hotel Pricing Strategies?

As a hotelier, you must be experiencing important pressure when deciding for your room’s pricing. Indeed, today’s digital era has made it very challenging when it comes to setting up prices with the wide access of information in the internet. As a hotel marketer, it is crucial to put a strong focus on this marketing mix variable to maximize your property’s occupancy. Your pricing strategies are essential parts of your hotel revenue management. The way hotels develop their pricing strategies has been highly influenced by the internet. Selecting the right room rate will allow you to sell most of your rooms, obtain maximum revenue and differentiate from your competitive set.

Implications of the Internet on your Hotel Room’s Pricing

Nowadays, hotel brands have developed multichannel marketing strategies which makes it easy for potential guests to compare prices. As a hotel marketer, you need to carefully analyze the market before selecting an appealing room rate for your property. Indeed, internet can allow you to be exposed to customer’s response in terms of pricing and evaluate the demand accordingly.

Here are two effects of the internet on your hotel’s pricing strategies:

Increased Price Elasticity

Pricing information are widely available on the Internet which stimulate people to browse online. Indeed, people have the ability to explore the different pricing offered by the properties of their interests for a hotel stay in a few clicks. Internet has increased price transparency among your potential hotel guests. In other words, people are more and more knowledgeable about price offering in the hotel market. The more guests are aware of your competitor’s prices, the more the demand for your hotel room’s is elastic. It means that people are more sensitive to your pricing strategies. As a hotel revenue manager, it makes it more difficult for you to raise your room’s price in a market where there is a vast demand. It is crucial for you to carefully study your competitive set pricing so you can determine the most suitable room rate to attract your target audience.

Increased Price Innovation

Internet has allowed significant innovation in terms of pricing strategies. First, internet has allowed dynamic pricing which allows hotels to update pricing in real-time according to the market conditions and guest’s reactions. Besides, hotel marketers have offered incentives to people who proceed with direct booking in their property’s websites. Indeed, internet has encouraged hotels to promote offers and upgrades on their sites so people are motivated to book a stay. Internet has inspired hoteliers to use their creativity and develop hotel packages to appeal their target audience and distinguish from their competitors. People are constantly exposed to outrageous hotel discounts and loyalty programs which drives innovation in terms of pricing strategies to attract potential guests.

In sum, internet has offered more convenience when it comes to booking a hotel stay. However, it requires much more efforts to hotel marketers to implement effective room pricing strategies to gain more in your property’s occupancy. The rules for setting up prices have inevitably changed in this digital world in which people can simply access to a wide quantity of data online. In order for your hotel to stay competitive in this intense industry, you must study the trends on the internet and strategically decide on your pricing strategies. It is time for you to spend more time investigating online so you can apply attractive room rates that will drive your booking conversions and maximize your revenues!

COMPONENTS YOU MUST CONSIDER FOR YOUR HOTEL DIGITAL MARKETING STRATEGIES

Are you a hotelier willing to enhance your marketing strategies? In this new era, if you want to maximize your ROI, it is a must to build a digital marketing plan following the latest trends. Indeed, a well-reflected digital marketing plan will allow you to generate valuable leads and significantly raise your hotel occupancy. There are several components you must implement in your digital marketing recipe for your hotel marketing success. You should be hungry for them so you can build powerful marketing campaigns.

Digital Marketing Strategies Defined

Digital marketing strategies can be explained by the different marketing initiatives you take online to promote your hotel and attract new and existing hotel guests. It is all the marketing efforts performed across multiple digital channels to improve your guest’s experience. According to the Marketing company WebFX, there are 7.7 billion online users across the globe.  As online searches and social media are becoming an important part of people’s routine, it is important to be familiar with the digital marketing environment. In this way, you will be able to develop the strongest relationships with your guests, build long-lasting memories and drive your booking conversions.

3 Digital Marketing Elements to Consider for your Hotel Success

There are several components you must implement in your digital marketing plan if you want to significantly increase your hotel occupancy.

 Search Engine Optimization (SEO)

Image taken from: https://r4ys.com/en/what-is-seo/

Nowadays, SEO strategies have proved to be the foundation of powerful digital marketing. Those refer to the techniques used to improve your ranking in the search results online. According to the digital marketing company ImForza, search engines are the basis of 93% of online experiences and 75% of users explore only the first page appearing in the search results. Whatever how your hotel website looks like, if it does not show on the first online results page, you will not be found. The better your ranking is on the Search Engine Results Pages (SERPS), the more leads you will receive for your room bookings. Indeed, people will likely reserve a room in your hotel as a high ranking on the web translates to your property having a good reputation. If you are looking to improve your SEO strategies, make sure to have a website with quality content driving your target audience’s interest. Furthermore, it is important to ensure a smooth and seamless experience for your users once they navigate your website.

Pay-Per-Click Advertising (PPC)

Image taken from: https://www.digitalagemarketinggroup.com/understand-pay-per-click-management/

If you are looking for an affordable option for advertising online, Pay-Per-Click ad so-called PPC is an effective strategy to ensure your presence in the SERPs while establishing your SEO ranking. PPC ads can help you generate significant leads for your hotel as you launch your campaigns. The advantage is that you will pay only when your potential guests click on your ads. Your ads will also appear in the search results page of people who are likely interested in booking a hotel of your type. Indeed, PPC offers features allowing you to define your audience with details (e.g: demographics, behavioral, location, devices, etc) and reach your desired hotel guests.

Social Media Marketing

Image taken from: https://www.wordstream.com/social-media-marketing

Social Media are one of the most valuable digital marketing components in this new era. According to the University of Maine, 4.48 billion people around the world use social media. SmartInsights also records a daily use of social media of 2 hours and 27 minutes. These statistics show how important are social media for your digital promotion. Below is a ranking of the most used social media:

Image taken from: https://umaine.edu/undiscoveredmaine/small-business/resources/marketing-for-small-business/social-media-tools/social-media-statistics-details/

Those social media are an important part of your existing and potential guest’s daily routines. Ideally, you should be active on most of these channels if you want to maximize your brand awareness and your room sales. As a hotel marketer, you must be looking for building the strongest relationships with your guests and offering them a unique experience. If you want to achieve so, social media gives you these endless possibilities to connect with people and deliver personalized services. You can also discover consumer insights and trends that can help you elevate your hotel offerings and distinguish from your competitive set. Social media also allows to launch paid campaigns specifically tailored to your target audience. The analytics of those ads will reveal many aspects of your ideal guests’ behaviors. As a result, you will be able to create well-optimized social media promotions that will be highly attractive to your market.

If you are looking to build an authoritative online presence, those digital elements must be considered in your hotel digital marketing to not miss out on important revenues. Those digital marketing methods are measurable and can help you obtain important conclusions for your hotel business. In fact, you will be able to understand more than ever your guest’s needs and implement the right strategies to exceed their expectations. As there are no geographical boundaries with the strategies described previously, you will be able to reach guests from all around the world. This would be an asset for your hotel that can highly distinguish with its rich guest’s diversity. Not only these digital marketing components are cost-effective, but they will also help you generate the most qualified leads and generate significant profits for your hotel.

 

Traditional Marketing vs Digital Marketing Strategies: What Should You Opt For in your Hotel?

Are you a hotelier wondering how both traditional and digital marketing can contribute to your hotel success? According to the Hotel Sales and Marketing Association, HSMAI, the most successful marketing hoteliers balance both and use an efficient mix of both strategies. Indeed, members of this organization agreed that using both methods in a well-planned manner can lead to successful conversions. Although, we live in a digital age, traditional media have also still proved to be powerful for hotel organizations. While traditional media strategies can mostly help you attract new customers, digital media have allowed the most effective CRM as it provides in-depth analysis of consumer behaviors. According to Hcareers, the Millennial generation who spent $200 billion in travel have represented an important driving force for the hotel industry. Statista also reported that millennials spend on average 211 minutes per day using digital media. As millennials are the main buyer persona for your hotel, it is important to focus your effort on digital marketing while not neglecting traditional marketing.

Difference Between Traditional and Digital Media Marketing

Traditional Marketing

Traditional marketing involves any marketing technique that do not require the use of online channels. The most popular strategies are the following:

  • Print Marketing such as flyers, brochures, newspapers and magazines.
  • Outdoor Marketing such as posters and billboards.
  • Broadcasting such as television commercial and radio.

Those are still an important part of your potential guest’s daily routines. If you are willing to target your local population and have your brand on people’s top of mind, traditional marketing is definitely your solution.

Digital Marketing

Digital marketing can be characterized by any online promotional strategies. Examples of the most popular mehods used nowadays are the following:

  • Paid Search Advertising such as Google text and video ads.
  • Pay Per Click (PPC) ads.
  • Social Media Marketing such as Facebook, Instagram, LinkedIn ads.
  • Remarketing
  • Email Marketing.
  • Apps advertising.

While traditional media have remained unchanged, digital media are constantly evolving with the rise of new technologies.

Why Digital Marketing Should be the Main Focus for your Hotel Strategies Nowadays?

  • Digital marketing is highly convenient as it can allow you to proceed in fast promotion and improve your exposure. Indeed, with digital marketing, you have the ability to advertise across several channels such as Facebook, Instagram, LinkedIn, Google instantly. Also, if your hotel has a limited marketing budget, social media is a more economical way to promote your brand as compared to traditional media that can be very costly.

 

  • Digital marketing can be very efficient as it is measurable and you can easily identify your ROI. Indeed, you can have access to significant amount of data that can allow you to determine your ideal hotel guest’s preferences and expectations. For example, you are able to know how many people clicked on your advertising material and what exactly generated their interests. This allows you to create well-optimized marketing campaigns. With traditional media, it is more complicated to know how people react to your promotions.

 

  • While traditional media is one-way method of communication, digital media are multi-ways and can be highly engaging to your potential and existing guests. As digital media allows the sharing of immediate feedback, it drives significant word of mouth. Digital media can allow you to interact with your customers at all time which is a great advantage if you want to build strong ties with your target audience.

 

  • Digital marketing can allow you to be very precise when it comes to your targeting strategies. While traditional media promote to an overall local market, digital media gives you the ability to use features to specifically target your audience. Indeed, you can target entering the details of your audience’s demographics, interest, and behavioral characteristics. In this way, you are able to attract your ideal hotel guests.

In sum, while it is still necessary to use traditional media marketing methods, digital media are becoming more and more crucial in your hotel strategies. Digital marketing allows you to reach a significant audience and engage with them instantaneously. In order to appeal to the millennial generation representing an important part of today’s travelers, it is important to stay up-to-date with the latest digital marketing techniques. Digital media are key tools when it comes to driving your hotel’s direct booking. When you find the right balance when using both traditional and digital marketing strategies, you will become a successful hotel marketers!

 

How to Create Compelling Marketing Content to Improve your Hotel Attractiveness

Are you a hotelier willing to enhance your content marketing strategies, then there are three words that should come to your mind “helpful, authentic, and unique” according to the organization Cvent. Creating content thinking about these adjectives will help you maximize your site traffic, attract your ideal guests and increase their engagement with your brand. This is the best way to promote your property’s storytelling and build trust with your customers. As you are willing to develop credibility among your target audience, creating quality content for your hotel should be your priority.

How to Best Define Content Marketing and Why is It Important?

Content marketing in the hotel industry consists of the creation of valuable assets to draw interest towards your brand among your prospect and existing guests. The content created must show expertise to enhance your brand image. Hotel content can take form of blogs, images, videos, texts, virtual tours, podcasts, etc. Compelling content should be useful, relevant, and demonstrating genuine care to your guests. In this way, you will be able to start offering unique experience to your future visitors through the exposure of your content before they even step up at your property. Your brand will then become top-of-mind among your potential guests, and this will considerably boost your occupancy.

If you are looking for inspiration, here are some examples of content marketing initiatives you can take:

Creating Unique Content for your Food and Beverage Department:

Your food and beverage department should go beyond offering a simple dining experience. For instance, you could immerse your guests into the activities of your kitchen. You could create a cookbook that includes recipes from your kitchen staff. For example, Mandarin Oriental Hotel in Marrakech shared a video in Youtube that was posted in the hotel’s website explaining the cooking process of a “fish tagine”, famous Moroccan dish. You could also dedicate a page in your website in which you can post videos showcasing how days at the kitchen look like for the chef. You could also have a page with article talking about the benefits of the ingredients used for the different dishes offered at your property’s restaurants. You could also create a blog in which you can publish posts promoting your culinary excellence and restaurant’s ambiance.

Developing a Creative Hotel Blog:

In this new era, people are looking for information to gain inspiration and develop their knowledge. Thus, you should not only consider promoting your hotel story, but you should also develop helpful content showing care to your guests. A blog can be the perfect platform to offer educative content that will draw your blog visitor’s interest. Offering this type of content will allow you to build strong ties between your brand and customers.

For instance, Kimpton Hotels created a blog called “Life Is a Suite” to keep conversations with its guests by taking readers through mini adventures in the different destinations of the various properties. The blog also includes articles about the initiatives the hotels are taking to enhance the guest’s experience. Your blog must of course link to your website to facilitate the sales funnel.

Image taken from: https://www.kimptonhotels.com/blog/

Besides, a famous boutique hotel in Austria StadtHall that distinguishes through its environmental practices created a blog sharing content about sustainability. Indeed, the hotel understood what matters the most to their audience and is sharing about many different topics regarding the protection of the environment. This enables to create strong links with visitors interested in booking an eco-friendly hotel for a future stay.

Including a Podcast Channel in Your Site

Podcasts have proven to be a successful type of content in today’s world. Indeed, if you are looking to entertain and inspire your guests, you should start publishing podcasts in your site. Marriott International is an example of hotel corporations that have been active in podcasting using it at the center of their marketing strategies. For example, the company developed a podcast called Marriott Bonvoy Traveler’s Behind the Design in which listeners can learn about the propertie’s décor. Those podcasts include the recording of interviews of the top designers in the hotel industry discussing the latest innovation and trends in hotel designs that make a property special.

In this data-driven world, content marketing should be at the top of your strategies. As you are working on developing effective content, you will be impressed how you will better satisfy your customer’s needs and generate significant direct bookings. You will be able to strengthen the relationships between your guests and your property like you have never done before. There are endless opportunities when it comes to offering easily digestible content.  Content marketing requires a lot of efforts, but once you are in the right direction, you will see how worth it it is for your hotel business!

 

A Step-by-Step Guide to Create your Hotel Retargeting Ad on LinkedIn

Are you a hotelier willing to remind your potential guests how your property should be their top choice for a future stay? Then, you should consider creating a retargeting campaign in one of the most popular social media platforms nowadays, LinkedIn. According to the online advertising company Linear, LinkedIn recorded 690 million users. Millions of these professionals represent prospect guests. Indeed, many of them are likely considering a next vacation to escape their daily work routine. The organization Linear also mentions that only 2% people convert after one website visit. This might let you think you do not want to neglect the remaining 98% who disappear after a single exposure. As a hotel professional, you might have yourself seen ads on LinkedIn promoting hotel websites that you previously visited. This can be defined as retargeting ads and its magic.

Retargeting Ads on LinkedIn Explained

LinkedIn gives you the possibility to create retargeting campaigns to reach people who already demonstrated interest towards your hotel. Those ads appear on the social media feed of users who already had a sort of engagement with your hotel brand in the past. In fact, you are able with LinkedIn to create tailored ads to your website visitors who explored your different room packages.

Three Main Steps to Set Up your Ad

You need to make sure to follow these 3 important steps in order to be able to launch your ad. First, you need to ensure your LinkedIn Insight Tag is installed on your website. Then, you have to create your custom audience. After this, you will be ready to create your ad campaign.

Installing your LinkedIn Insight Tag

You first have to login to your Linkedin campaign manager, select “Account Asset” and click on “Insight Tag” which will direct you to the page where you can set up your LinkedIn tag. This tag is a code that you will install on your website to track your website visitors and have your retargeting ad reach them. You will have the choice to install the code manually, send it to your site developer or use a tag manager. A common method is using the tag manager. You can then select this option so your partner ID appears as below:

You can then copy the ID and login to Google Tag Manager that should be connected to your website. In your tag manager, you can click “tags” and then click “new”.

You can then click on the arrow in “Tag configuration” and type in the search bar “LinkedIn” and select “LinkedIn Insight”.  You will then have to copy your Partner ID in the window that will appear as below:

In “Triggering”, you can choose a trigger where you can select “All Pages” to target every visitor. You will then be able to see your tag installed.

If you are using WordPress, you will have to login in your account and select “Plugins” in the left dropdown menu. You can then type “LinkedIn” in the search bar and select “Add LinkedIn insights tags for LinkedIn ads” and click “activate”.

Then, from the left dropdown menu, click on “Installed Plugins” and then find within your plugins the “LKTAGS- LinkedIn Insight Tags” Settings and click on it. You will then see a button that will enable your LinkedIn insight tag where you can enter your LinkedIn Insight TAG ID and save changes at the bottom of the page.

You will then access your Insight Tag in LinkedIn where you will promptly start receiving signals meaning that your LinkedIn code is well connected to your site.

Creating a Custom Audience

It is important to remember that retargeting campaigns reach audiences that previously interacted with your hotel brand. The term to identify those audiences in LinkedIn is “Matched Audience”. In order to launch an ad that will retarget your previous website visitors, you have to click on “Create Audience” and click “Website”.

Then, a window will appear in which you can name your audience, choose the timeframe in which they engaged with your website and enter your website URL. You can then click “Create”.

Create a Campaign to Retarget your Matched Audience

In your campaign manager, you have to click on create “Campaign”. Then, you have to select your campaign objective between the different options below. For instance, you can select “website visits” if your goal is to have your target market go back to your site.

You can find the matched audience created previously then click in audiences, select retargeting and click on website. You will then be able to select from the audience(s) you developed.

You also have the ability to narrow your audiences based on company, demographics, education, job experience, interests and traits characteristics.

You will then select your ad format, choose your daily budget that cannot be lower than $10 and choose the date in which you would like your campaign to run.

You will then have to set up your ads and develop your creatives. Here, you are able to include an introductory text that appears at the top of the your ad image, your website landing page and your headline below the image. You can also select the call-to-action button you want to have in your ad such as “Learn More”.

Below is an example of a retargeting ad that has attractive creatives appealing to the audience through special deals. It also uses principle of scarcity with the wording “Book Now” in order to get the special discount.

After you follow all these stages to create a retargeting ad, you are finally ready to review and launch your campaign. It is now time to reach this warm audience who will likely book a room at your property when heading back to your site. Through effective remarketing ads in LinkedIn, your potential guests will likely not leave your property’s website before they reserve a hotel stay. This is a way to give them more chances to reconsider your brand and remember how your offers perfectly fit them for their next trip!

 

 

Creating a Custom Audience in Facebook Ad to Retarget your Hotel Website Visitors

If you are looking for an effective targeting solution to reach potential hotel guests, creating a custom audience in Facebook could definitely guide your strategies. Indeed, advertising with this social media platform offers you the opportunity to promote your offers to people who already built a relationship with your property. This is the key if you are willing to create a successful ad appearing in front of the right people considering an upcoming hotel stay.

How is Custom Audience from your website Defined?

A custom audience in Facebook Ad allows you to target a specific group of potential hotel guests who already had previous interaction with your brands. Creating a custom audience will allow you to target your ads to people based on their behavior while browsing your website at the different stages of the sales funnel. Indeed, Facebook is able to match people’s profiles in the social media platform with your website visitors. You have the ability to target to all your site users. You can also retarget to potential guests who have visited specific pages of your hotel website to design ads based on those pages content.

Setting Up a Facebook Pixel to create your Custom Audience

In order to be able to create a Custom Audience to launch a retargeting campaign, you first have to make sure to set up a Facebook Pixel. Here are the different steps you should follow to set up your pixel:

Once you are logged in in your Facebook business account, go to business settings. In the dropdown menu, click on Data sources and then select Pixels. Then, the screen where you can set up your pixel will appear in which you can click add.

Images taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

A window will open to start the process of connecting your website activity to Facebook using a pixel. You can there enter the name for your pixel and the link of your website. Then, click continue and select Set up the Pixel Now.

Images taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

A window will open to start the process of connecting your website activity to Facebook using a pixel. You can there enter the name for your pixel and the link of your website. Then, click continue and select Set up the Pixel Now.

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Set up Your Pixel with a Partner

If you select to set up with WordPress for example, you have to login in your WordPress account, click on plugins and select add new, and then select Facebook for WordPress to download it and click activate. Then, select settings from the left dropdown menu and click Get Started.

Images taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Then, you have to send a test traffic through entering your website URL in the next step.

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Then, you can set up your events by selecting Facebook pixel and click on connect and confirm in the last step.

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Then, you have to make sure that your pixel is activated with the green light at the top of the screen next to your pixel ID as below:

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

In your pixel dashboard, make sure you add people who can edit and manage your pixel. You can select your name and add other people working in the hotel marketing department. You can select partial or full control of pixel events, audiences, etc for people you add.

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Set Up your Pixel Manually

You can also enter your pixel code manually to your website by selecting set up manually instead of set up with WordPress. A window will appear with your pixel code where you will press Copy to clipboard.

You then have to login in your WordPress account, select plugins in the dropdown menu and Add New. You will then write in the search bar Headers and Footers and download the “Insert Headers and Footers by WP Beginner” and click activate. Then, you can click on settings on the left side and select insert headers and footers. You will then paste the pixel code in the Header section and click save.

Setting up your Events in Event Manager

In this step, you have to click on all tools from Facebook dropdown menu on the left side and select Event Manager. Then the event screen will appear in which you have to click on settings. On the events settings, you will have to select Open Event Set Up tool and enter your website URL which will direct you to your site.

Then, a page will appear where you will click next. Make sure to have Facebook Pixel Helper extension installed in your browser. You can then select Track New Button in the Facebook Pixel Helper extension that looks like a puzzle on the left side of your browser. Then, you can select the event of your choice based on your campaign strategy (e.g: add to cart, initiate checkout, lead, purchase, add payment info, complete registration, contact, subscribe, etc). These events will allow you to retarget your visitors with your campaign based on the specific behaviors you choose when setting up the event.

Creating your Custom Audience After Setting Up your Pixel

Now that you have your pixel on, you are ready to create a custom audience. You can click on business settings, then all tools and select audiences. Then, a page will open where you can click on Create a Custom Audience.

Images taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

From the different custom audience sources, you can click on website as you will be creating your audience based on the website traffic.

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Then, another window will appear in which you have to select the pixel you set up for your retargeting campaign. Make sure you have the correct Pixel ID showing in Source. Then, you can select events from the dropdown menu that will give you several options. You have the choice of selecting to target “all website visitors”, “people who visited specific pages” or “visitors by time spent”. You can decide on your timeframe that goes up to 180 days. You can then give a name to your audience and add a description. Facebook will then prepare the audience in about half an hour according to the social media marketing organization Hootsuite.

Images taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Now that you have your Facebook pixel connected to your website and created one or several custom audiences, you can proceed with the development of your retargeting ad in your Ads Manager. Make sure to select your desired custom audience when refining your target audience during the ad set up. Through this whole process, you will be able to create a Facebook retargeting campaign. In this way, you will remind your potential guests who already developed a connection with your brand about your hotel packages that likely appealed to them. Be prepared to boost your booking conversions by implementing this digital marketing strategy!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Guide to Create a Facebook Retargeting Campaign Driving your Hotel Booking Conversions

Are you a hotel marketer willing to bring a sense of magic to your potential hotel guests while they are exploring their Facebook feed? Indeed, seeing an ad in Facebook promoting your website previously visited may seem fascinating to your audience. This process is defined as retargeting method which is one of the most successful digital marketing techniques nowadays to capture the right customers. This tactic is simple to understand as it all about bringing back customers who browsed your website but did not proceed with a booking. The goal of those campaigns is to remind those prospect guests to reserve a hotel room with the promotion of offers they were interested in.

What Does Facebook Retargeting Stand for?

Retargeting is a powerful marketing initiative especially in the world of digital in which you can promote your property to those visitors who have already expressed interest in your website. This method will enable you to target the customers who are in-market so they remember how your hotel packages are appealing. Below is a visual illustrating the Facebook Remarketing Process:

Image taken from: https://blog.zydesoft.com/creating-retarget-campaign-in-facebook-266c4715f392?gi=ee32b2301541

Why is Retargeting Important for your Hotel?

This marketing technique is very efficient as it redirects people to what they loved about your property. This will allow you to reach an audience that is already familiar with your hotel packages and that is potentially interested in booking a stay. Facebook retargeting can allow you to develop ads specifically tailored to the people who already visited your website. Through those ads offering personalized experience, potential guests would likely feel special. This will make them want to come back to your website again. According to Facebook for Business, this popular digital marketing tactic can also be very helpful to attract repeat guests and build a strong brand loyalty. Indeed, you can launch retargeting ads promoting your new hotel offers to customers who already visited your property in the past so they come back.

How to Create a Retargeting Campaign

You first have to set up a Facebook Business account. Before creating your retargeting campaign, you have to make sure your website is connected to your Facebook account. If your website uses WordPress, here are the steps you must follow in order to link your Facebook page to your hotel site. Then, you have to install a snippet of code so-called Facebook pixel in your website so you can track your hotel consumer behavior when browsing your site. This will allow you to better understand what mostly attracted your potential guests as it shows which specific pages and contents captured their attention. Then, when creating your campaign, you can develop custom audiences of different segments. For instance, you can retarget to prospect guests who visited a specific page of your website or people who started the booking process but did not move forward with the checkout.

Below are the different stages to create your audience of interest for your retargeting campaign and create your pixel code that you can include in all your website pages:

  1. In your Facebook Ad Manager, click on audiences that you will find in the dropdown menu located on the left side of the interface.

Image taken from: https://adespresso.com/guides/facebook-ads-beginner/demographic-targeting/

2. In the audiences platform, select create audience and then custom audience in order to create a campaign tailored to people who already visited your hotel website.

Image taken from: https://www.socialmediaexaminer.com/how-to-use-facebook-page-engagement-custom-audiences/

3. Then, you will have to choose how you want to create your audience. In this step, you should choose website traffic as you want to concentrate on people who visited your website in the past.

Image taken from: https://charlielawrance.com/facebook-website-traffic/

4. Then, a dropdown menu will appear in which you can precisely select your target audience. For instance, the menu will give you the choice of choosing to target people who visited your website or engaged with specific pages. Here, you have to include the URL of your hotel website or one of your site pages already visited. You also have the possibility to choose a date range as well as giving a name to your audience.

Image taken from: https://www.acquisio.com/blog/agency/5-simple-steps-create-facebook-retargeting-campaign/

5. After all these steps, you will be able to obtain a pixel code that is necessary for your retargeting campaign to track your website visitors. It is a tiny code placed on the different pages of your website. This is the key to know who visited the different pages of your site and how people engage with your content. You can view your pixel through clicking on audiences in your ad manager and then selecting view panel. You will then see the pixel code of your campaign you can install in your website.

Image taken from: https://www.acquisio.com/blog/agency/5-simple-steps-create-facebook-retargeting-campaign/

Image taken from: https://blog.placeit.net/facebook-pixel-code-set-up/

Now that you know the required steps to create a retargeting ad, it is time to consider investing in this digital marketing initiative. If you are looking for an advertising strategy with the highest return on ad spend, then launching a retargeting campaign is what you need to do. Indeed, this technique is one of the greatest ways to re-engage with your potential as well as existing guests. In order to build an effective retargeting campaign, you have to make sure to create appealing ad creatives and content so you will give your guests a reason worth to come again in your website to proceed with a booking. You can consider promoting a room special offer in your retargeting campaign to entice people to visit your website and your property for a next stay.

 

 

Detailed Targeting: Key to Success for your Hotel Facebook Ad Campaign

Are you a hotelier planning on launching a powerful Facebook ad for your hotel to boost your bookings? Then, you should take advantage of the advanced capabilities of this social media platform when it comes to the detailed targeting option that allows to get you in front of your perfect audience. Before running your campaign, you must first start thinking about a specific audience that highly aligns with your ad goal. Facebook will give you the possibility to enter specific details about your targeted customers. This will enable you to successfully reach your ideal guests.

How is Facebook Audience Defined?

According to the Social Media Management Organization Hootsuite, Facebook audience can be defined by the market you want your hotel brand to be exposed to on this social media platform with you ads. Facebook offers limitless options when it comes to defining your guests very specifically to target those potentially interested in booking a stay at your property. Facebook Ad allows you to target your audience based on gender, age and location. In addition, you also have the opportunity to add detailed demographics, interests and behaviors information so you can appeal to a niche market considering a vacation in a hotel of your style.

Targeting Based on Gender, Age and Location

Gender, age and location are the first information users share when creating a Facebook account. Thus, the basis to reach any type of audience you are considering is to enter those details. Indeed, it is a must to think of the age category of the market you want to target so you create ads appealing to the generation you are choosing. An effective marketing tactic used by marketers is creating ads optimized to the different genders. You can consider designing ads for women and men with different creatives to better attract both genders.

You are also able to enter the exact geographical location by putting an exact address that will show on the map. For instance, if you are looking to attract people interested in booking a last-minute hotel deal, you can target people living in the geographical area where your hotel is located. The geographical targeting also allows to select from a drop-down menu from which you are able to select from different location options as below. This option can be very helpful for your campaign depending on your campaign’s goal.

Image taken from: https://www.travelboommarketing.com/blog/facebook-targeting-hotels/

Detailed Targeting: Demographics, Interests and Behaviors

The detailed targeting option allows you to input various demographics, interests, and behaviors information to better understand the hotel guests you want to attract to your property.

You have the ability to select your audience’s level of education, relationship status, income level, parents, etc. For instance, if you are operating a luxury hotel that has a high ADR (Average Daily Rate), you can target customers earning high incomes and are likely able to afford booking a stay at your property.  If, for example, your hotel is family-friendly, the “parents” category can be very helpful to reach families interested in taking vacations in a property that offers amenities for children. This way, you can think of promoting the attractions offered for children on-site such as waterslides, splash pools, etc. According to the travel digital marketing organization TravelBloom, you can narrow parents based on kid’s different ages (e.g: parents of preschoolers of 3 to 5 years old). Another example of an efficacious technique used by hotel marketers is targeting based on life events. In fact, you can reach people celebrating an upcoming anniversary. This is the opportunity for you to attract couples to book at your hotel.

Image taken from: https://www.travelboommarketing.com/blog/facebook-targeting-hotels/

Facebook also collects a lot of behavioral data of its users. Thus, you have the possibility through this platform to target people willing to purchase a specific product or service. For instance, if you are managing a hotel that mainly attract business travelers from the international market, you can then select this segment as below:

Image taken from: https://www.revinate.com/blog/facebook-ad-targeting-hotels/

Besides, you can have your Facebook ads exposed to people who have expressed interest in specific topics by liking or following pages related to those subjects. It includes a wide range of categories from business to food and drinks, fitness and wellness, hobbies and activities and much more. For instance, your audience may have shown interest for pages related to travel or follow hotel pages. This is the chance for you to pointedly target these people who enjoy traveling. You can enter any topic in the search box to have matching interests suggested by Facebook. You can here break down the “hobbies and activities” in the travel related category to reach potential travelers.

Images taken from: https://www.travelboommarketing.com/blog/facebook-targeting-hotels/

As a result-driven hotel marketer, it is crucial to have Facebook Ad as one of the main components of your marketing strategies especially in this digital era. Indeed, you will find a wealth of opportunities in this wide social media platform. After defining well the goal of your campaign and the travel sales funnel you want to address, it will be an easy task to define your guest’s personas. By creating ads highly tailored to your customers, you will create unique connections with your guests and make their dreams come true when deciding to book at your hotel for a getaway moment.  As Facebook offers a goldmine of data, take your time to rethink your target methods to create the most effective ads and maximize your property’s profits.

 

 

 

 

 

“Behind the Selfie”, An Example of a Powerful Social Media Marketing Campaign from Girrafe Manor Hotel

Are you currently looking for inspiration to create a successful marketing campaign for your hotel? Then, you must consider following the example of the hotel Girraffe Manor in Kenya that became one of the most instagrammable properties in the world through “Behind the Selfie” campaign. Their model is based on applying cause marketing while showcasing the unique experience they offer on-site on social media. Through their efforts saving the wildlife in Africa, the hotel has boosted its corporate responsibility and attracted numerous customers who care about the protection of the environment.

Enjoying the Company of Giraffes at Giraffe Manor

Giraffe Manor is an iconic 12 rooms boutique hotel located in Kenya in East Africa. Besides from its elegant design and breathtaking land and forest surrounding the hotel, what is particularly fascinating is the exclusive experience it offers to its guests. Indeed, giraffes come visit residents everyday during breakfast and tea times poking their heads through the windows hoping to get treats from them. Guests are also able to feed the animals through the comfort of their windows.

The Idea behind “Behind the Selfie” Social Media Campaign

Image taken from : https://www.cultafrica.net/home/tours_top/giraffe-manor.html

The hotel has significantly grown in popularity thanks to encouraging guests to capture and post the “perfect” selfies with the giraffes while sharing breakfast with them. People have published dreamy pictures on their social media platforms living their moments with the giraffes. The hashtag “Behind the Selfie” was created for this campaign to defend the cause of the Rotschild’s Giraffes that are endangered in this region. This hashtag has thousands of posts on social media showing pictures and selfies of guests with the giraffes from the hotel. Indeed, the property has become a famous feeding center for this species that is declining in Africa. The goal of the social media campaign was to increase brand awareness about the worrying situation of the wildlife in Africa. The property has enticed its guests and followers to share their time with the animals behind the lens of their cameras on social media. The campaign went viral and gained millions of followers. It is today one of the most well-known properties around the world attracting one of the most diverse clienteles thanks to this successful social media campaign. Below is an example of how the property encourages its guests to share their selfies and photos with the giraffes. They mostly promote this initiative on Facebook and Instagram in which people can see even LIVE the giraffes visiting hotel guests.

Image taken from: https://swke.facebook.com/GiraffeManor/photos/a.281314904031/10158625931944032/?type=3

In this very competitive industry, you might be willing to reach a wider audience to boost your hotel occupancy. Thus, you should use your innovative mind to offer experience to your guests that go out of the ordinary like Girrafe Mannor does and promote the uniqueness of your service through social media. In this digital era, you must develop a social media marketing plan in a way to make your content sharable among millions of users worldwide. Creating an appealing Hashtag such as “Behind the Selfie” can allow to give a sense to your campaign and increase social shares. Defending a cause like the hotel described in this article and showcasing this on social media can also be a selling point for your property. This can make your branding more powerful and build a positive reputation as many people are likely to book a stay in a hotel that is socially responsible. According to Zimmer Marketing, 41% customers will gain more trust and purchase products or service from a company that associates with a cause. Thus, you might consider implementing cause marketing and advertise your efforts in social media platforms as it can help you highly captivate the attention of your existing and potential guests. Following a similar social media strategy can make your hotel KPIs stronger and ensure a high return on investment for your property after running such successful marketing campaigns.

 

How Reference Groups Influence your Hotel Bookings?

In this new era in which consumers data are densely available, travelers have been relying a lot about information on past hotel guest’s experiences to make booking decisions. Many research found that reference groups which can include family members, peers, celebrities, opinions leaders or any individuals to which you can identify play an important role when it comes to influencing a hotel’s choice.  Indeed, some people select to stay at a property which reflect their belongings to a certain group. Purchase intentions in the hotel industry are highly guided by online reference groups especially with all those platforms in which consumer reviews are accessible to all.  In order to reduce risks, most people planning a trip take in consideration feedback of their reference group’s experience in different properties before proceeding to any confirmation. According to the organization Hotel Business (Links to an external site.), 81% travelers read reviews before making a hotel reservation. Reviews by reference groups have demonstrated to be a crucial moment of truth for travelers. This is why hotel marketers optimize this touchpoint the best they can to attract potential guests.

How are Reference Groups Defined?

Reference groups can be defined by groups of individuals influencing one’s opinion, behaviors, attitudes, and beliefs. They often are regarded as a source of inspiration for travelers. Hoteliers consider reference groups as an important part of their marketing strategies as their perceptions highly influence their guest’s purchase intents. Indeed, people are faced to societal effects when choosing a brand. Buying decisions are made to conform to others and build a social identity to be perceived as a society member and achieve a particular group acceptance. In other words, the group surrounding a consumer influences his/her values and impacts the final decision when it comes to booking a particular hotel.

How Travelers Rely on Reference Groups in the Digital Age?

Reference Groups Online Word of Mouth

Online Word of Mouth (WOM) is one of the most crucial sources of message transmission from all types of reference groups nowadays. Successful hotel marketers make sure to build strong and long-lasting relationships with guests as a way to reinforce the word of mouth from their guest’s reference groups. Maximizing word of mouth shared online gives the possibility to offer even more up-to-date and timely information to guests than on hotel websites leading to greater influences on booking decisions. Indeed, WOM can reveal many aspects about a property such as rooms quality as well as customer service experiences which allows people to determine how well a particular property fit their needs. Consumers will highly consider word of mouth through reviews from people they consider to be from social groups they refer to. Ensuring positive word of mouth through online review sites and your own website will help you stimulate proactive interactions between your prospect guests and people from their reference groups. As a result, it will strengthen customer’s trust and significantly increase your hotel’s booking.

Virtual Communities Reference Groups in Social Media

In this new age, people have been greatly influenced by virtual communities through social media. Indeed, these digital platforms expose people to communities having the most diverse behaviors and opinions and serving as reference groups. Social media gives the opportunity to consumers to engage with people who share the same interests including topics regarding the travel and hotel industry. Besides, consumers are also influenced by what people from their surroundings share on social media. A research mentioned by the Marketing organization Stackla (Links to an external site.) found that “86% of people have become interested in traveling to a certain destination after seeing social images from peers, family and friends ” and 52% made booking plans based on those imageries. Besides, celebrity endorsement through the use of influencers and opinion leaders on social media has also been a popular marketing method among hoteliers. Celebrities have for long been perceived as reference groups guiding people’s purchase process. Indeed, marketers look for celebrities that best represent their guest’s reference groups to attract customers. This leads existing and potential guests to feel a strong attachment to a specific hotel brand through the unique connection they have with a certain celebrity. Thus, this strategy significantly increases the customer’s lifetime value. In fact, people are likely booking a hotel accommodation endorsed by a lovable celebrity as they want to share the same values and lifestyles of these social media influencers they admire.

In sum, reference groups highly influence hotel reservation’s intentions. As people are heavily relying on their reference group’s perception before proceeding to a hotel booking, it is crucial to ensure positive messaging are shared through review sites and social media. As a hotelier, the best way to do that is to develop strong ties with your guests as well as with the online community. In this way, your target audience will consider your property as the best choice for upcoming stays!

Creating a Quality Brand Strategy Plan for your Hotel Marketing Success

Are you a hotelier willing to develop a strong brand that will highly distinguish in this dense market? Then, it is time to start working with your marketing team on developing an effective brand strategy plan. This will help you realize how you differentiate compared to your competitive set and allow you to implement the right strategies to appeal to your target audience. Indeed, branding is the basis for success for any company including in the hotel industry. Dan Wieden, one of the most famous advertising executives, who created one of the most successful marketing taglines in the business world for Nike “Just Do It” once said “People do not buy goods and services. They buy relations, stories and magic”. Thus, as a hotel professional, it is crucial to design an attractive brand storytelling so people do not think twice before booking a stay at your property.

What is a Brand Strategy Plan?

A brand strategy plan is developed to create and reinforce your hotel brand aligned with your business objectives. It involves designing all the tools that are necessary to communicate the brand. This can allow you to better realize your hotel identity and define your story. As you will be developing your brand strategy, you will be able to determine how your content should look like to attract numerous hotel guests.

How Should you Organize your Brand Strategy Plan?

There are different steps you should take in order to complete an insightful strategy plan. In fact, you should make sure to have these various parts on your plan to better understand your branding strategies:

Brand Context: This part must include information about the market trends and background environment in which the brand exists.

Brand Objectives: Here, you must define well the objectives of your brand by making them SMART through quantifying them. Below is a visual illustrating how you can make your brand objectives smart:

Image taken from: https://effectivedatabase.com/using-smart-objectives-to-manage-your- database/

Brand Category: Your brand category should be determined whether you are an upper upscale, upscale, upper midscale, midscale or economy property.

Company Overview: This is where you must think how you best describe your company and its settings. You can here include your hotel mission and vision.

Business Model: This is where you will identify how your property offer values in a social, economic and cultural context.

Industry Problems: Thinking about the issues that the industry faces can help you determine how your brand can offer solutions.

SWOT analysis: A SWOT analysis can help you determine your hotel strengths and weaknesses in the internal environment as well as opportunities and threats in the external environment. This will allow you to see what your company is good at and what is it lacking from to reduce any hazards disturbing your operational success.

Image taken from: https://www.accountantfortitudevalley.com.au/swot-way-success/

Competitive Set: In the hotel industry, companies usually select a group of 5 competitors with which key performance indicators Occupancy, Average Daily Rate (ADR) and Revenue per Available Room (RevPAR) are compared. You should consider subscribing to Smith Travel Research (STR) organization that can provide you with reports containing all these data about your competitive set. This will let you reflect on how you can outperform the other hotels.

Competitive Landscape: The competitive landscape can help you better understand your competitors and thus determine how you can expand your market share. There are several models that can help you define your competitive landscape. One of the most famous models used by businesses in this part of a brand strategy plan is Porter’s Five Forces Model visualized as below:

Image taken from: https://disruptivnation.com/2019/11/17/porters-five-forces/

Target Market: In this section, you have to describe well your target audience so you know and have your marketing efforts tailored accordingly. An effective description of your target market should contain information about its geographical location as well as demographic, behavioral and psychographic elements defining your ideal customers. You can here create a typical customer persona narrative so you understand better your typical guests. Below is a model you can follow to design your customer’s persona:

Image taken from: https://algorithmicglobal.com/business-practices/creating-a-buyer-persona/

Consumer Research: After defining your target market, it is important to conduct a thorough research about your customer’s lifestyle, likings and preferences in order to better identify their needs.

Path to Purchase: At this stage, you should be able to determine the experience your guests undertake while interacting with your brand. This is also known as a customer’s journey defined by the roadmap people take from travel need recognition to discovering your brand to booking a hotel stay at your property.

Brand Drivers: Brand drivers can be various adjectives that best define your brand identity and principles helping understand how you want to be represented in the market. Those help ensure a cohesive messaging for better decision-making.

Points of Parity and Difference: In this part, you must identify the points of parity which are what makes your hotel similar to the competitive properties to be a booking consideration for your guests. The points of differences are any areas that makes your hotel unique in terms of the offers compared to your competitors. Below is a diagram you can you use to well represent the POPs and PODs:

Image taken from: https://marketectsinc.com/what-you-need-to-know-before-you-develop-a-brand-strategy-part-3/

Positioning Statement: The previous section will lead you to determine your unique selling proposition. You will here be able to write the statement establishing the differentiation for your hotel and realize how you stand out in the market. This will also allow you to think about your brand mantra that is an appealing message capturing your hotel brand’s essence and determine your positioning. Examples of successful brand mantras developed by hospitality organizations are the following: Disney “ Fun Family Entertainment” and“Ritz-Carlton Ladies & Gentlemen Serving Ladies & Gentlemen”. You can write yours with what best determine your property’s value proposition as those companies did.

Brand Identity Prism: A brand identity prism is a diagram visualizing how a brand is expressed through six elements (physique, relationship, reflection, personality, culture, self-image) building a brand identity. This model helps better understand your brand storytelling and can allow you to reinforce your core values. Here is how your brand prism should be visualized:

Image taken from: https://howbrandsarebuilt.com/blog/2018/12/21/the-brand-identity-prism-and-how-it-works/

Brand Elements: Through taking all this step, you will be able to better identify how you want your brand to look like. Here, you can create or rethink your brand name, logo, color palette, letterheads making a sensory identity in customer’s minds. Those elements listed in the graph below are examples of brand elements leading to your hotel guest’s brand recognition:

Image taken from: https://www.slideteam.net/brand-elements-ppt-infographics.html

Brand Protection: If you have not done so, you can here make sure that your brand is legally protected through trademark. Your brand strategy plan should contain how you ensured protection of what makes your brand unique.

Marketing Programs: You can here list all the marketing strategies you are currently implementing for your hotel pre-stay, during stay and after post-stay. Those should include any offline marketing efforts as well as social media and online ad strategies that are a must in this digital age. You can also narrate your guest service experience as it is an essential part of your hotel marketing strategies.

Budget: Based on your current and forecasted revenues, you must be able to determine the budget you want to dedicate to your marketing initiatives. Here, you should be able to have an idea about the dollar and percentage share of your budget for the different types of marketing efforts (e.g: traditional marketing, experiential marketing, digital marketing, etc).

Service Strategy: According to the all the steps completed previously, you will be able to have a better idea about the direction that your brand should take in term of product strategy. You will be surprised how at this point you will have ideas to develop your products and add extensions to enhance the quality of your service.

Distribution Strategy: It is important here to determine how you want to deliver the services you want to implement whether it is through physical or online settings.

Brand Equity Management System: This step allows you to think about research procedures that can help you collect accurate, timely and insightful information about your target audience and the market trends. This could be done through qualitative and quantitative research to track essential KPIs such as sales, engagement, customer satisfaction and customer lifetime value.

Integrated Communications Plan: After knowing better your brand through all the previous steps, you will have a better understanding of the objectives you want to achieve. This is where you will decide what are the strategies you want to implement based on the thorough analysis of your brand. Make sure that you include interconnected strategies with a clear communication plan through thinking about the best channels you can use to implement those initiatives. This is a crucial part as an effective integrated communication plan that will allow you to offer a seamless experience to your guests.

Relationship Marketing: This is where you will assess how your marketing activities after guest’s stay that reinforce your hotel brand unique value proposition. For instance, you can here think of effective strategies to implement in order to increase customer lifetime value such as a loyalty program.

In sum, if you are looking to build a successful hotel brand that will be remembered and talked about, it is time for you to dedicate your time on developing a high-quality brand strategy plan. You will see how inspiring it would be for you to implement unique marketing initiatives that will make you stand out in the eyes of your existing and prospect hotel guests. It is important to consider developing a brand strategy plan that includes all those steps as it will help you determine the right strategies you could launch and the feasibility of the projects you might consider to generate more business. A strong brand strategy plan requires efforts, time and commitments. Nevertheless, it is definitely worth it as you will be able to gain new ideas and fresh perspectives from a rich and insightful plan you will be developing!

 

 

Building Effective Content Marketing Strategies to Maximize your Hotel Occupancy

Are you a hotel professional willing to drive more revenues for your property? Focusing your efforts on content marketing can definitely be the solution. According to the marketing organization CISION, 84% people are looking for brands that can entertain them, offer experiences and solve specific issues. And this is what content marketing succeeds to achieve. Through this strategy, you will be surprised of the numerous leads you will attract. A Hubpost article mentions the findings of a research suggesting that companies prioritizing content marketing have 13 times more chances to achieve a significantly high return on investment. This should urge you to think about implementing content marketing strategies to maximize your hotel profit.

What is Content Marketing?

Content Marketing can be defined by the development and share of appealing content to a specific target audience such as videos, emails, newsletters, blog, articles, podcasts, social media publications, etc. Expertise can be conveyed through quality content and thus enhance the credibility of your organization. Content marketing is an effective way to show value to your prospect guests who will most likely book a stay at your hotel that shows care to them. In fact, this technique is a great way to create and nurture special relationships with your existing as well as your potential guests. In sum, it is a popular hotel marketing strategy used to attract, retain and engage with your customers. It is a method that can allow you to build strong brand awareness and maintain your hotel top of mind as you will show know-how and establish trust with your guests.

page1image44390912

Tips to Convert through Content Marketing

Here are several ways you can lead to conversion thanks to content marketing efforts:

Create Interesting Content to your Audience

It is important to develop content that offers value to your customers. For instance, when booking a particular hotel, guests are mostly interested by the destination and the local and touristic experiences of the property’s location. The goal is to be recognized as a trusted authority for a particular destination and thus win a large audience. Indeed, these types of content will speak to your customers as travelers are mainly interested about exploring the place where they consider to travel. Through creating such captivating contents for your customers, you will likely become their must-visit-place.

Base your Content Strategy on Data-Driven Insights

In this new era, information about all types of consumers are widely available. Thus, take advantage of it to design a data-driven content marketing strategy that will best satisfy your target audience. For instance, you could look at data from the analytics of your website through Google Analytics or Google ads. You can also look at the main metrics evaluating your consumer’s behaviors on social media. Moreover, Google Keywords Planner is a platform that can allow you to find the most researched keywords related to your hotel. Thanks to this tool, you will be able to create content with the most appealing wording for your existing and potential guests. In this way, you will be able to identify what mostly attracted people’s attention which will inspire you for creating converting content based on your audience’s topics of interest. Benchmarking data can also be insightful, thus you should analyze which type of content is driving the most traction to your competitors to influence your strategies.

Create Content Based on Consistent Schedule

The goal of your content strategy is to remain on your customer’s top of mind. Thus, it is important to ensure consistency with your content. Revenues can be increased by 23% through consistency according to a research mentioned by the marketing company Inc. It is important to organize a disciplined schedule. For example, you could decide to post content once per week so you can engage with your guests on a regular basis and create a strong brand resonance.

Post Video Content

Several marketing investigations found that video content is highly appealing nowadays. According to a research mentioned by the real-estate company Proven Partners, video content increases revenues of companies by 49%. Thus, you must start thinking about having promotional videos showcasing your resorts and unique amenities to attract potential guests. Many hotels such as Kimpton Surfcomber Hotel in Miami Beach posts videos on the home page showing the beauty of the property and its scenes through aerial shootings. You can also post those kinds of contents in your social media as it can highly improve your imagery. This practice can help you build a unique first impression among prospects guests considering booking a hotel stay.

Create Interactive Content

Developing interactive content can also be very effective to engage with your audience. In this way, you can make your audience live a dynamic experience through active engagement. The digital marketing company Ceros suggests different types of interactive content you can utilize such as interactive infographics, quizzes, etc. For instances, quizzes enable to highly involve your customers and thus get them to your marketing funnel. Indeed, you want your existing and prospect guests to have fun when exposed to your content so they can develop a positive association with your brand.

To sum up, it is time to rethink your content strategy to maximize your hotel occupancy. Start developing a well-documented plan with your team with defined goals to create the most attractive content marketing. Then, always make sure to track, measure and record the analytics that will help you create data-driven content appealing to your target market. As you are now familiar with tips to develop effective content, it is time to prepare yourself for getting higher booking conversions ever recorded.

How Can your Hotel Boosts Impulse Bookings to Maximize Profit?

Are you a result-oriented hotelier always willing to drive more revenues to your property? Then, you should think about strategies you could implement to foster impulse buying on your hotel website. This could be done through ensuring seamless booking experiences. It is important to learn about the psychology driving impulse purchasing to facilitate your sales funnel. In this way, your potential hotel guests will not have time for second guess when deciding to book a stay at your property. Impulse booking has seen an important surge as people are more and more looking for last minute deals for hotels. According to the organization HospitalityNet (Links to an external site.), “the hospitality industry has seen a 150% surge in travel-related searches for “today” and “tonight” in the past two years”. Another study mentioned by the organization Condor Ferries (Links to an external site.) suggests that over 60% of millennials would consider an impulse unplanned trip based on an interesting deal and appealing buying process. These are promising statistics showing there is a real opportunity through triggering impulse buying. As you will revamp your marketing strategies to drive this behavior, you will be able to significantly maximize your conversions and revenues.

What does Impulse Shopping Stand For?

Impulse buying can be defined by a shopping activity that is spontaneous in nature to satisfy an immediate desire. In the hotel industry, it can be defined by an unplanned buying decision made right before booking a hotel stay to achieve an instant personal fulfillment. The guest who proceeded in an impulsive room reservation is then called a “compulsive traveler” who was triggered by sudden intense emotions and feelings. It is a behavior that the most successful hotel marketers try to stimulate to boost their property’s key performance indicators: room occupancy, average daily rate (ADR) and revenue per available room (RevPAR) and compete in a dense market.

Best Practices to Encourage Impulse Bookings

In order to entice impulse buying, it is important to ensure a fast and seamless booking process whether online and through your reservation department. As the booking activity will be a harmonious moment of gratification, guests will be enticed to proceed and take instantaneous action. Amazon is the best example of company applying the best strategy triggering impulse purchase through allowing a transaction in one single click. As a hotel marketer, you could get inspired by Amazon’s strategy and allow the fastest booking process so prospect guests do not think twice before deciding to stay at your property. Besides, the more you will provide personalized experience and offer unique value to your potential guests, the more they will be enticed to proceed with an impulse booking. Furthermore, in this new era, it is crucial to implement the latest mobile-centric and operational automation technologies that enables an efficient and seamless sales customer’s journey. For instance, virtual tours and customer service online chats have foster this buying behavior as it highly engages a tech-savy generation. Artificial Intelligence, machine learning, property management systems and customer relationships management systems are also data insight-driven technologies that can streamline the pre-stay experience and generate impulse sales.

Impulse shopping touches every business realms including the hotel industry in which so many people book last minute trips to escape their world. In sum, it is time for you to study the buyer psychology related to impulse purchasing so you will be able to trigger this profitable behavior for your hotel. Consider investing in the newest technologies suggested previously to appeal potential guests at every touchpoints.  As you will be ensuring a frictionless and individualized booking experience fostering impulse bookings, you will reach the highest conversion. Through implementing technologies and techniques meeting impulse-driven consumer needs, your revenue management team will reach the highest performance ever recorded.

Conducting a Conjoint Analysis to Build a Successful Hotel Brand

Are you a hotel professional willing to strengthen your branding and determine what best satisfy your customers? If so, you should consider conducting a conjoint analysis that will allow you to best identify your guest’s likings. Indeed, this research method can help you reveal valuable insights for your guest’s experience based on real-life scenarios.

What Does Conjoint Analysis Stand For?

Conjoint Analysis is a very popular research method that marketers use for the purpose of measuring the value guests place on facilities, amenities and services offered. Statistical techniques applied on results obtained enables to uncover guest’s preferences. Thus, it allows to better guide decisions when it comes to developing powerful brands and ensure profitable business. Below is a diagram showing what you can achieve with a conjoint analysis for your marketing strategies:

Image taken from: https://www.questionpro.com/blog/how-businesses- can-use-conjoint-analysis-for-market-research/

Conjoint Analysis Process for your Hotel

In order to proceed with a conjoint analysis for your property, you have to break it down into the different attributes defining your hotel. The next step would be to test different combinations of these elements in order to identify your customer’s desires. Through the participation of several participants from your target audience, you will be able to evaluate the components strengthening your property’s image. This will help you come up with conclusions as far as concern your business physical layout and operations. A conjoint analysis can be conducted to evaluate the perception of your guests towards your property’s facilities as follow:

Image taken from: https://www.semanticscholar.org/paper/Conjoint- Analysis-of-Price-Premiums-for-Hotel-Goldberg- Green/53bc9e1692181bcb117d58595935a5dd1f74d04d

This model can also be applied to help with the pricing decisions such as in the image below inquiring guests about several options:

Image taken from: https://www.qualtrics.com/au/experience-management/product/pricing- conjoint/

Courtyard by Marriott— A Hotel Concept Crafted through this Consumer-Based Marketing Technique

Marketing consultants conducted a conjoint analysis for Marriott International corporation in the late 90s which allowed the company to create a new hotel chain, Courtyard by Marriott. The study was an important guide for a new product development. Indeed, it helped determine a new hotel positioning, facilities physical appearance and market segment. This test marketing was successful as it launched a powerful hotel brand that has been significantly expanding.

The consumer study evaluated the main features the hotel would offer separately which were broken down into 50 different elements. This is how they divided the main aspects of the hotel and examples of the many different features they evaluated:

  • Hotel external facets (e.g:building, landscape, pool, location, size, etc.)
  • Rooms (e.g: size, design, AC, location, bathroom, etc.)
  • Food and beverage (e.g: restaurant, in-room dining, stores, kitchen, etc.)
  • Lounge (e.g: guest types, location, atmosphere, etc.)
  • Services (e.g: front office, bell desk, transportation, business center, maintenance services, children care, etc.)
  • Facilities (e.g: spa, fitness center, playgrounds, etc.)
  • Security (e.g: security team, video surveillance, smoke detectors, etc.)The results of the conjoint analysis helped create an appealing hotel branding aiming at offering a “special little hotel at a very comfortable price”. Using similar procedures, Marriott International was also able to develop several lodging brands appealing to different audiences.

    Marketing science can do as well as engineers or architects to design sophisticated hotel concepts. The conjoint analysis marketing model has proven to be successful for developing powerful hotel brandings and offering unique guest’s experience. It has helped hoteliers identify what really influence the consumer decision making process. Once you perform a quality conjoint analysis, you will obtain conclusive data that will allow you to have your property valuable more than ever in the eyes of your audience. Be ready as Marriott to develop an innovative brand that will make a difference in the hotel industry!

 

“Eat Your Greens” Trend’s Consumer Knowledge Impact in the Hotel Industry

If you are a hotelier looking to attract an important today’s niche market, then consider investing your efforts in following the vegan/organic trend. Indeed, there has been a rising interest in vegan diets that are becoming very popular especially among millennials. Indeed, this generation is significantly driving the hotel industry. According to the organization The Hotel Network (Links to an external site.), millennials are recognized for being travel-demanding. They are also known for their fascination to explore the world and live unique experience following the new market tendencies. Thus, the vegan movement should definitely be considered in your hotel food and beverage departmental strategies. If your restaurants are dominated by meat-based specialties, it is time to reinvent your menus in order to attract a very profitable audience nowadays.

How is the Vegan Trend Defined?

The Vegan trend can be defined by a lifestyle people adopt aiming at avoiding animal products in their food consumption. In fact, vegans do not eat meats, dietary products, eggs and any substance derived from animals. This movement has boomed due to growing concerns about animal rights and environmental reasons.

Consumer Knowledge Propelling the Shift in Consumer Behavior

Consumers nowadays are becoming more and more conscious about issues related to animal welfare, sustainability, well-being and health. As a result, there is a growing interest in vegan-products helping customers to commit to these popular causes.

As there is an increasing guest’s awareness when it comes to sustainable food, hotel professionals predict higher demands in the coming years. As a response to these rising concerns among hotel guests, numerous properties have adapted to the new organic/vegan food trend in their kitchen to satisfy the mindful guests.

One of the most famous hotel corporations in the world Hilton has partnered with the World Resource Institute (Links to an external site.)which has allowed the hotel group to be recognized for its commitment to serve food that is climate-friendly. In addition, this has made the company become popular for offering food that has low impact on greenhouse gas emission. Indeed, Hilton that is the first hotel group in the world has understood the awareness of its guests about the impact of food on the environment. Thus, its properties’ leaders have effectively trained its team members to be up-to-date with menu strategies.

Besides, #EatForthePlanet is one of the most famous movement on social media which reaches millions of followers especially among millennials. This shows how people are embracing these dietary habits and that it is essential for hotel operators to understand it well.

Hotel Industry Adjusting to Rising “Eating Green” Consumer Behavior

As hotel guests are increasingly interested in ordering vegan/ organic dishes, chefs have been forced to craft new menus to follow the innovative pace in the hotel industry. According to an investigation conducted from Kimpton hotel chain, (Links to an external site.) sommeliers, chefs and managers agreed that menus have to include wider vegan/ organic options to satisfy many of their hotel guests.

As food and beverage accommodation is an essential part of a hotel service, many potential guests nowadays would be looking at if a particular property is vegan-friendly to influence their booking choice.

Just a couple of years ago, certain vegan ingredients would not have been particularly well-perceived by guests. For example, according to a 2020 trend report from Kimpton hotels, (Links to an external site.) medicinal herb incorporated into dishes were found to be the favorite ingredients on its restaurants menus. These likely would not have been accepted by many guests if implemented in the past.

According to Nathaniel Farrell (Links to an external site.), the chef from the Laureate restaurant at the Hyatt Regency in Manchester, “plant-based products are reaching levels and, in some cases, surpassing the quality and taste of non-plant based dishes”.

A changing demand has been recorded in the industry which allowed hotel administrators to elevate their menus. Through experimentation and innovation, hotel chefs have “wowed” hotel guests through creating dishes that appear and taste like meat. Hotel chefs have created unique specialties with Impossible Foods (Links to an external site.) that mix 17 ingredients to taste and look like a real piece of “meat”. Indeed, Impossible Meat includes as much protein as in real beef. They are a must to appear in menus as they are pioneers in the vegan market.

As vegan-dietary preferences have been coming to light in the recent years, it is becoming crucial for your hotel team to think about tasty plant-based specialties you could implement in your menus appealing to a wide target audience. Menus in hotel restaurants will likely have plant-based food options representing greater shares of it in the future ahead. If you are looking to gain an advantage over your competitive set, show the dynamism of your property adapting to the new vegan food trends. Follow the fashion and start acting now with your food and beverage team to drive more booking conversions to your property!

Implementing Co-Branding to Offer Unique Guest Experiences

Are you a hotel professional willing to increase your brand remembrance? You might be interested in implementing innovative strategies to enhance your company’s reputation and win in the dense and competitive hotel market. If so, you should investigate the option of co-branding as it can really help to strengthen your brand and differentiate in the market. As today’s guests have higher expectations in term of experience quality, hotels have implemented this strategy to offer unique services to their guests. If you want to follow the innovation pace in the hotel marketing industry, you should consider co-branding as it is a valuable business solution in today’s corporate world.

Definition of Co-Branding

Co-branding is a marketing technique in which two or more organizations partner to mutually promote their products or services. Hotels have been implementing this strategy to join their strengths with the ones of other companies and offer premium services. Co-branding has been used in numerous organizations across industries to create marketing synergy. In fact, it is an innovative strategy that allows to create offerings that stand out and increase brands appeals.

Benefits of Co-Branding in the Hotel Industry

Co-branding has proved to be an effective strategy allowing to share a loyal clientele base and boost brand familiarity. Furthermore, co-branding engages in a win-win situation for the companies collaborating as the marketing and advertising expenses are shared.

According to the organization HospitalityNet, there are several advantages of forming such an alliance which are:

  • Offering unique values to the guests
  • Gaining a wider customer’s base
  • Building strong customer’s relationships
  • Improving brand’s images
  • Enhancing hotel’s brands credibility
  • Highlighting each other’s assets
  • Strengthening the property’s operations
  • Increasing the market share
  • Reinforcing your market’s position
  • Boosting the financial performances

Selecting the Right Organization to Partner With

You can partner with companies of similar or different sizes as long as your marketing strategies are going towards the same direction and the products or services can complement each other. First, it is important to carefully research the positioning strategies of the organizations you are considering. In addition, you should discuss your company’s goals and objectives to see if you align with each other. This will help you assess if you can jointly enhance your marketing. In sum, a feasibility study is a must before negotiating a contract and creating a partnership.

Examples of Co-Branding Partnerships in the Hotel Industry

Several hotel chains have partnered with organizations from both related and unrelated industries to enhance their guest’s experience. For instance, the hotel chains Econo Lodge and Choice Hotels have partnered with Procter and Gamble to promote Mr. Clean for the room’s cleaning.

As a hotel’s cleanliness is an important determinant for booking choices, it has enabled these hotel corporations to reinforce their brand’s value proposition.

Image taken from: https://www.wsj.com/articles/SB928275075773581378

One of the largest hotel companies in the world Hilton has offered the Hilton CleanStay program during the pandemic. The organization understood how guest’s expectations have changed as far as concern disinfection and cleanliness. As a result, Hilton has created a co-branding partnership with the hygiene-leading corporation Reckitt owning Lysol and Dettol products to offer an exceptionally clean environment to its guests.

Image taken from: https://www.securitymagazine.com/articles/92246-hilton-announces-hilton-cleanstay-cleanliness-initiative

Marriott International is also an example of company that has implemented co-branding strategies to improve its service operations. According to the executive chairman of the company Bill Marriott, the organization has chosen to partner with Starbucks that has a similar company’s culture especially in terms of commitment for excellent customer service. It has also enabled enhance its corporate image as the coffee company is recognized for its community engagement and social responsibility dedication.

Image taken: https://www.blogs.marriott.com/marriott-on-the-move/2007/09/starbucks-coffee-and-marriott-hotels.html

To conclude, co-branding has been a very famous strategy used by hotel corporations looking to reinforce their images by blending brand’s resources. This tactic has allowed hotel organizations to combine each other strengths and enhance customer’s experience. As you might be looking to bring a sense of added value to your guests, co-branding can definitely achieve this objective. When finding the right companies to cooperate with and using effective integrated communication strategies, you will be able to increase your customer’s reach. As a result, you will considerably boost your booking conversions and property’s sales.

Building Brand Familiarity to Boost your Hotel Occupancy

Are you a hotel professional willing to have your target audience looking at your brand more favorably? Then, you have to think about developing marketing strategies aiming at having your potential customers repeatedly exposed to your brand so they develop a special affinity with your property. As people are more attracted by the known than the unknown, they will likely choose to book a stay at your hotel as they will unconsciously think it is the safest option. Building your brand’s familiarity will allow your hotel to direct the attention of your prospect guests towards your property rather than the one of the competitors. Be ready to gain a competitive advantage through developing a strong brand familiarity for your organization.

What is Familiarity Principle and How is it Defined in the Marketing Context?

The familiarity principle can be explained by the tendency of people to develop preference for anything they have repeated exposure to. In other words, humans are inclined to perceive in a better way what they recognize. In the marketing framework, people are likely attracted to a brand that they already know as it reduces risks and uncertainty in their minds. As a result, leveraging your hotel brand familiarity will highly contribute in the success of your marketing efforts.

How to Proceed to Develop your Hotel’s Brand Familiarity?

Brand familiarity can be furthered through having cohesive messaging across the various communication channels you use. As you will consistently repeat your value proposition in numerous promotional campaigns, your target audience will become more and more familiar with who you are as a hotel. The key is to create a simple, clear and powerful storytelling that is likely to be remembered by your potential guests. As you manage to favor repeated exposures of your brand among your customers, they will be inclined to your offer and will be tempted to book a stay at your property.

Retargeting – An Example of Technique Used to Grow Brand Familiarity

According to the marketing organization Mailchimp (Links to an external site.), retargeting is a famous digital marketing method aiming at reminding website users of certain products or services they demonstrated interest in when visiting a particular site. Those advertising campaigns usually appear in other websites with relevant text or visual ads that could be created through different platforms such as Google ads, Facebook ads or Linkedin ads. Below is an example of a hotel retargeting campaign:

Image taken from: https://www.pegs.com/resources/three-hotels-increase-return-on-ad-spend-by-150-with-facebook-travel-ads/ (Links to an external site.)

Retargeting has proved to be an efficient marketing technique to strengthen ties with customers and make brands resonate in people’s mind. Advertising your property through retargeting is a powerful way for your audience to build a positive association with your hotel brand. As a result, this method can allow your potential guests to have unique feelings of trust and recognition towards your hotel. Thus, this increases the chances of booking conversions as people will likely appreciate your brand more than ever and support your business.

To sum up, people will always have a preference on what is familiar to them. That is the reason why it is essential for you as a hotelier to start thinking about building brand familiarity. Indeed, people would rather stay at a hotel with which they already had some types of interactions with. People are likely relying on previous experience with a particular hotel brand before proceeding with a booking purchase decision. As you will allow steady exposures of your messaging to your target market, it will be on people’s top of mind when they are thinking about booking a hotel stay. It is time to think about the best strategies you could implement like retargeting to achieve the highest level of brand familiarity and boost your hotel room’s occupancy. Remember that it pays to be familiar!

Applying Neuromarketing Techniques to Revolutionize your Hotel Strategies

Are you a hotelier looking for innovative techniques with your team in your marketing department? Then, you should consider implementing neuromarketing which is an emerging method in the business world. Numerous renowned hotel groups around the world are using neuromarketing such as Accor Hotels to offer unique experience to its guests. Through human intelligence evaluation, neuromarketing in the hotel industry can allow to analyze the decision-making drivers during booking processes. If you are looking to improve your hotel marketing and operations, neuromarketing is an effective business solution that can help you understand better the tourist mind stimuli.

How is Neuromarketing Defined?

Also called consumer neuroscience, neuromarketing is the study of the human brain in relation with consumer behavior. As this technique can reveal a lot about consumer decision making processes, it has proved to be a revolutionary business method for marketers. According to Harvard Business Review, the neural and physiological signals measured by state-of-the-art neuromarketing technologies offer insights about preferences and motivations of customers.  Applied to the hotel industry, neuromarketing allows to assess the unconscious drivers in terms of hotel and booking choices among tourists. As a result, marketers are able to optimize their strategies to be more appealing to their audience and driving conversions.

Below is a chart illustrating the neuromarketing process guiding business decisions and enticing customer’s purchases:

Image taken from: https://www.neurologyinsights.com/2021/07/29/is-neuromarketing-next-for-tourism/

Different Neuromarketing Measures Revealing Insights to the Hotel Industry

There are different elements to measure human signals used for neuromarketing purposes such as facial expression, eye movements, skin reactions, blood pressure and heart rate to assess unconscious customer’s responses to specific stimuli. Hector De Castro, founder of the EcoHotelProjects and HotelNeuromarketinglists those different signals measured when working on neuromarketing projects which are listed below:

  • fMRI (Functional Magnetic Resonance Imaging)
  • EEG (Electroencephalography), SST (Steady State Topography)
  • MEG (Magneto Encephalography)
  • Respiratory Rate
  • Heart Rate
  • Galvanic Skin Response or Skin Conductance
  • Eye Tracking Method.

The organization Neurology Insights quotes the following example of a signal measured revealing a particular tourist’s reponse: “an increase in theta waves in the frontal lobe usually means heightened engagement with ethical messaging”. This for instance can show marketers that initiatives to protect the environment such as the reuse of towels are valued by a particular guest.

In sum, thanks to these measures, marketers are able to assess the traveler’s brain activity when experiencing your property and being exposed to your hotel advertising and promotional campaigns. Through a good understanding of these stimuli based on experiments, you will be better at anticipating your guest’s needs. This will then allow you to exceed your customer’s expectations through delivering delightful moments before, during and after their stays.

Once you begin to apply this futuristic strategy in the marketing field, you will be surprised how you will enhance your hotel brand and customer lifetime value. As a result, you will be able to achieve the greatest business performance and reach the highest RevPar (Revenues per Available Rooms) at your property.  There are so many neuromarketing consulting firms you can partner with, but experts recommend to make enough research before selecting a company that has tracked records of success in this matter. Once you find the right company to work on insightful neuromarketing projects, be ready to become a fortunate hotel professional making a strong impact at your property!

 

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!

 

 

 

 

 

 

Achieving Brand Resonance among your Hotel Guests

Are you willing to develop a strong brand and make sure to connect with your guests on a very deep level? Then, you should think about the brand resonance model that was designed by the scholar Keller and build your strategies in a way your customers reach the last phase of the pyramid so-called Resonance. This brand resonance model is widely used in the business world to form powerful branding.

What is Brand Resonance?

Brand resonance is achieved when your hotel brand resonates in your guest’s mind. The goal is to make your guests build intense ties with your brand so they highly relate to it and establish trust. As a hotelier, you want to create a brand that will make your guests feel good, loved, happy, comfortable so they are willing to stay at your property over and over again. This concept is well illustrated by the model created by the Marketing professor Keller who designed 6 brand building blocks leading to the path of resonance.

Below are the different stages of the Brand Resonance Model explained:

Salience: As a hotelier, it is important to design strategies, so your brand is easily identifiable and recognized. In order to make your brand relevant to your audience, it is important to know well your target market and determine your brand identity. The goal is to be in your customer’s top of mind and achieve deep brand awareness.

Performance: In order to determine the performance of your brand, you have to think whether it meets your guest’s functional needs. The elements that you can assess here are the quality of your service, style and design, price, efficiency, reliability, etc. As a hotelier, an important aspect of your brand performance you can evaluate is your guest’s experience.

Imagery: At this stage, you must have a clear idea about how you want your property to appear in your customer’s mind. It has to do with your guest’s psychology and how they relate to your brand as far as concern their social needs. Once you understand better your brand meaning and points of parity and difference with regards to your competitors, you will most likely be able to satisfy your guest’s requirements.

Judgments: As it is critical to have guests build positive judgements towards your hotel, you must assess your brand with regards to its quality, considerations, superiority and credibility. You have to design strategies leading to have your guests have favorable opinions about your service.

Feelings: When building your brand, you want to make sure your customers have positive reactions and emotional response towards it. The more intense and positive those feelings are among your guests, the better it is for your brand image. You may want to develop a hotel brand that bring these following feelings to your guests for instance: joy, warmth, fun, happiness, excitement, security, etc. Your advertising campaigns should be designed in a way to create strong emotional connections with your guests to favor this stage of the model.

Brand Resonance: Resonance is the ultimate goal that every marketers try to reach. It defined by how well synchronized your guests are with your hotel brand. The more your guests identify with your brand, the strongest is your brand resonance. It determines the nature and level of the relationship your customers have with your brand. It can be measured by your customer’s loyalty, attachment, community and engagement. To achieve this objective, you have to make sure your staff is well-trained to build solid ties with your guests who would be looking forward to their next visit. By offering unique experience to your customers, you will be able to resonate in themselves. This will allow you to attract repeat guests and strengthen your brand equity.

Below is an example of a brand resonance model applied to one of the most famous hotel chains in the world, InterContinental Hotel according to the marketing professional Ji Sang HYEON:

Once you will be able to achieve your guest brand’s resonance, you will create profound ties with them. As a result, they are most likely incorporating your brand to their lives. If you are willing to have your guests continue choosing your hotel and reach a significant brand equity, this model is key to develop resonance among your customers. In sum, true brand resonance means important customer engagement and loyalty, and this signifies higher profitability to your company. As you are ready to make your organization achieve the greatest financial performance, rethink your branding strategies through the brand resonance model to attain the highest customer lifetime value ever recorded in your hotel organization.

 

 

Thinking AIDA model to Create Mind-Blowing Advertising Campaigns in the Food and Beverage Industry

Are you a working professional thinking about launching memorable marketing campaigns for your restaurant? You might be thinking about the model you should follow to create powerful promotional material. When you start using the AIDA model, you will be surprised how good you will be at creating effective advertising campaigns that will be remembered by your target audience. Indeed, AIDA framework is very popular among advertisers in all types of businesses including in the food and beverage industry. Through thinking about the different steps of this model to design advertisements, marketers have the ability to make their offers look more appealing than ever.

How is AIDA model defined?

AIDA is a widely used model in nowaday’s advertising world. It can be defined by the different steps consumers are going through when being exposed to a promotional campaign. According to Elias Lewis (Links to an external site.) who is the first designer of this model in the late 1800s, the goal of any advertising is to be convincing enough for consumers to move forward with a purchase. Indeed, it has to first catch people’s attention before driving their interest, bringing desire to stimulate the action of buying the product or service promoted. Indeed, attention, interest, desire and action are the four stages of the buyer’s journey proposed by the AIDA model.

Below are the different steps defined:

Attention: It is how advertisers grab the attention of the customers at first sight.

Interest: At this stage, advertisers are stimulating the interest of the viewers in a way to make their consumers consider their brands.

Desire: Through unique offers, advertisers are making their customers desire their products or services.

 Action: This is the ultimate goal of the advertiser trying to persuade their customers to take action and proceed with a purchase.

An article written by the marketing organization Hubspot mentions Lewis (Links to an external site.) formula which shows how the different phases of the model are related to each other:

“The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.”

How is the AIDA model used to create astonishing advertising in the food and beverage industry?

In the restaurant business, photoshoots have been essential to promote food and beverage offered. Thinking about AIDA model has allowed advertisers to innovate to create appealing promotions. While capturing camera shots, marketers have worked on gabbing their audience attention, interest and desire through ensuring unique look of the food they are photographing. Indeed, they are making sure the food appears delicious through attractive colors, size, textures, etc.

Examples of Innovative Strategies used During Food Photoshootings for Advertising Campaigns

Here are tricks used by marketers to manipulate photos according to a video posted by the organization TopTrending (Links to an external site.)mentioning how the shootings are a long process to make the food look perfect on the ads. This video shows examples of ingredients and products that advertisers use to make food appear attractive on camera.

Cotton:

Advertisers are making their food looks steamy on camera through the use of cotton. In fact, they place cotton inside and around the food so there is an effect of steam appearing. This likely attract customers desiring a hot delicious dish.

Mashed Potatoes:

Mashed potatoes are used to make the volume of the food looks bigger. It is usually utilized to fill meat and roast chicken on the inside. As consumers have the tendency to associate food of big size with being appetizing, they can easily be captivated by this effect and likely build desire towards it. Ice cream is another example of food in which mashed potatoes is used to make it look exquisite. Indeed, it is difficult to capture shots of ice cream as it is quickly melting. As a result, painted mashed potatoes is used to make perfectly shaped and colored ice balls. As viewers will see those nice-looking tasty ice creams, it is likely enticing people to buy them.

Glue:

Glue is used to replace milk to retain its white and thick appearance on camera. Glue is commonly poured in thick layers to enhance the look of the cereals mixed with milk. Indeed, cereals do not sink and stay hard and dry inside of glue. Thus, the cereals looks even more beautiful and delectable with this effect which would likely catch the attention of people craving for a bowl of cereal.

Shoe Polish:

Advertisers are making steak appear grilled at perfection through looking juicy and pinky. The grilled marks are enhanced thanks to shoe polish. Hair color sprays are also used to paint chicken in golden brown so it appears beautifully roasted. This makes customers exposed to the advertisement tempted to try such stunning marvelously cooked steak and chicken.

Shaving Creams:

As whipped cream usually melts in seconds, shaving creams is used to replace it on photoshoots as it holds up for a longer time. Indeed, shaving creams does not melt and is easy to shape to make it look like a perfectly crafted whip cream likely attracting viewers.

Wax and Deodorant:  

Wax and deodorant are used to make fruits look very shiny. As a result, people are likely associating this effect with naturalness which appeals to consumers looking for fresh fruits. Wax is also used to add consistency to sauces as they appear watery and thin on camera. Indeed, advertisers have used colorful wax to make the sauces appear with robust consistency which strengthen its flavorsomeness in the eye of the customers who would likely build desire towards it.

Cardboards

Cardboards have been used by marketers to enhance the look of burgers and cakes for instance. Indeed, cardboards are used to design perfectly even layered and uniformed cakes and burgers to make it look irresistible to people watching the ads.

Motor Oil:

As syrup is easily absorbed by pancakes, advertisers have used 10W30 car engine oils to enhance the effect of maple syrup pouring on pancakes. Indeed, car oil does not melt and with its thick consistency, the pancakes with maple syrup look even more succulent to the audience.

In a world in which advertising is becoming more and more competitive, following the AIDA model is necessary to create high quality promotional campaigns and distinguish in the market. In the digital age, AIDA model has been the basis of marketing strategies and is essential to consider if you are willing to generate business to your restaurant through your advertisements. Thinking about AIDA model has allowed marketers to innovate to grab people’s attention and stirring up their interest and desire so they purchase their products. As seen previously, the food and beverage industry is a perfect example in which businesses have come up with mind-blowing campaigns following AIDA model. If you are a restaurant operator, definitely consider the tips listed in this article that advertisers use to make your food look more appealing. You will be astonished how you will be able to create a strong impact with your advertising in the eye of your customers!

 

“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!

 

Consumer Decision Making Process in the Mobile Phone Industry

The smartphone market has experienced drastic advancements as consumer needs and wants have been evolving with all the significant innovation particularly happening in this industry. In this new era, mobile phones have been the most important technology adopted in households. Smartphones have become an important component of people’s daily lives in terms of communication. In this highly competitive industry, manufacturers have to strive to design state-of-the-art mobile phones containing the most advanced features to be able to stand out and capture higher market shares. As the competition is wide, organization have to make sure to communicate well the elements making their products distinguish from the market. As a marketing professional, it is important to be familiar with the consumer decision making process. In this way, you will facilitate the marketing funnel when selling your phones.

How is the Consumer Decision Making Process Defined?

The consumer decision making process can be defined by the different stages people have to go through before deciding to purchase a product or service. In order to attract more customers and maximize your organization’s profits, it is crucial to have a good understanding of every single step of this process and not only the sale stage. Indeed, many different factors determine the consumer’s behavior before they move forward with a purchase. Below are the different steps of the consumer decision making process illustrated and the explanation of each stage:

Picture taken from: https://animasmarketing.com/consumer-decision-making-process/

Need Recognition: This is when a consumer realizes that there is a need requiring a solution.

Information search: At this stage, people are looking for what really fit their needs. Consumers here are looking for information about the different competitor’s offers.

Evaluation of Alternatives: After the consumers pursued research about the products or services that can help them solve their problem, they assess the different options and think about what is best for them.

Purchase Decision: After consumers pursued several research about what is existing in the market, they finally come up with their last decision and proceed with the purchase.

 Post-Purchase Evaluation: At this stage, the consumer analyzes the purchase decision and determine how delighted he/she is after buying the product or service.

Consumer Decision Process Insight in the Phone Industry

As the mobile phone industry is constantly innovating, people usually feel the need of changing their phones as theirs become quickly outdated compared to what is existent in the market.

According to the organization Virtuosity specialized in technology solutions (Links to an external site.), many people nowadays feel the need of buying the newest for a status symbol purpose and feel the sense of belonging to a society highly attracted by novelty nowadays. As a result, social influence has been at the center of marketing communications for smartphone companies.

Besides, a study conducted by Mesay Sata (Links to an external site.) found the different elements that consumers are mainly looking before taking the decision to buy a smartphone. Those are the determinant factors influencing the consumer decision making process according to this research: social factors, price, features, brand name, durability and after sales customer service.

As the smartphone market is huge and offers so many alternatives in terms of products offering, consumers are likely looking for a device that has the greatest value for the money they will pay. Indeed, the same research mentioned previously states how price is a main consideration when deciding to purchase a mobile phone. As a marketer, it is very important to distinguish in terms of price-quality benefits of the smartphones you are selling to attract customers in this very dense market.

Furthermore, features have been found to be one of the most important elements that people research when looking for different options according to several research. It is crucial for marketing professionals to focus on communicating the technological characteristics making their smartphones unique. In fact, in the information search stage, people are mainly comparing the different features that several phones offer before deciding which one best fit their needs. As a marketer, make sure to promote and describe well the features of your phones whether it is the screen, camera, bluetooth, battery, speaker etc which are the top-ranked features customers are looking for when searching different alternatives according to the technology organization Engadget. (Links to an external site.)

In this highly competitive market, it is important to develop a powerful branding. In fact, people are significantly looking for smartphones of high quality that have a strong brand reputation. Therefore, having an effective branding strategy is a must as people are likely moving forward with a purchase when the brand is known especially in this industry.

In order to favor a positive post-purchase evaluation, it is important to consider to communicate well the customer service that you have available after the purchase. Knowing that there is an existing customer support will likely reassure consumers at the time of the purchase who will likely have a positive assessment of your brand.

Now that you know the different stages of the consumer decision process, rethink your marketing strategies based on the tips suggested previously. You will be surprised how your understanding of this process will help you develop effective plans to attract more customers and convince them in taking actions by purchasing the smartphones offered by your company. As you will be thinking about the different stages while designing your promotional activities, you will be able to better reach your audience and converting them into valuable customers. As you have a good understanding of this process, you will be a more successful and result-oriented marketer significantly maximizing profit of your company.

 

 

 

Building an Effective Hotel Branding Strategy

Are you a hotel professional willing to create stronger ties with your guests in order to achieve a higher customer retention? Then, you must consider reviewing your branding in a way to make it more appealing to your target market. As a hotelier, you must think beyond offering a room and focus on communicating your business intangible elements that make your property unique. According to a research mentioned by the digital marketing agency DEPT, millennials believe that a brand purpose allows to identify to a particular organization and is thus an important factor influencing their buying decision.  According to a research mentioned by the travel agency Condor, “Millennials constitute the largest population and is the generation that travel the most to date”. That is why branding must be at the center of the stage for hospitality marketers.

What Does Hotel Branding Stand For?

When thinking about branding, name and logos are usually the first elements that come to people’s minds. Those are certainly important elements of branding in addition to a key value proposition. Nevertheless, behind a powerful branding is also a storytelling defining your organization’s principles and transmitting a consistent message to your target audience. Indeed, branding will allow you to build the desired reputation for your property. As a result, your guests will understand what to expect from your brand. It is all about creating an emotional connection with your guests and establish trust with them.

What are the Elements to Consider for your Branding Strategy?

In order to develop an effective branding strategy, it is crucial to understand well your audience and the segments you are willing to target whether they are leisure of business travelers.

In addition, proceeding with benchmarking research is also important as you need to understand well your competitive set in order to know how to stand out in the market with your brand. You must also be able to define your hotel’s core philosophy so you deliver the right message to your customers. Nowadays, social media are powerful tools to communicate the values of your brand and develop relationships with your guests before, during and after their stay. The font, voice tone, images, illustrations, photography and stories style are elements that can showcase the meaning of your brand and who you really are as a hotel.

How to Develop an Effective Hotel Branding?

Here are two important tips you must consider if you are looking to improve your branding strategy for your property:

Rethinking your Core Philosophy:

The basis of a powerful branding is to understand your core philosophy and picture how you would like your guest’s journey to look like. In this way, you will be able to better communicate the story behind your brand that will make your guests create a special relationship with your property. Your hotel philosophy will help your guests identify why they want to stay with you rather than elsewhere.

Selecting the Right Design:

It is crucial to choose a design for your brand that fit well with your brand personality.

For example, if your hotel is highly focused on green initiatives as part of your branding strategies, you must make sure that your hotel environment, brand logo and symbol look remind of these values you have. For instance, 1 Hotel has been a successful hotel chain when it comes to their brand storytelling through the look and feel within its several properties premises. Their designs are unique with all the plants and leaves that they have in their different hotel’s areas including the rooms reminding of how this chain care about nature.

1 Hotel South Beach Brand Look and Feel:

As we can see from these images from the property 1 Hotel South Beach, earthy colors are also found in the hotel decoration as well as in the logo to highlight the eco-friendly principles of the brand.

In sum, it is important to have your look and feel consistent aligning with your storytelling so people can easily associate it with your brand.

Now, start thinking beyond your logo and name and review how you can effectively communicate the values of your hotel to your guests in a way to develop unique bonds with them. Through a successful branding strategy, you will be able to have more repeat guests than you have ever had and increase your customer lifetime value. This will significantly drive higher revenues to your company. As you are willing to distinguish from your competitors, you must manage to create long-lasting memories through developing a powerful branding for your hotel. It will definitely be worth the investment!

 

 

Setting Up a Google Analytics Account and Connecting Data to Tableau

If you are looking to gain insights from your website visitors, you must consider setting up a Google Analytics account that will help you capture important data about your consumer behavior. Once collecting information about your users through Google platform, Tableau can allow you to track and link essential data about your customers to reach conclusions about your business. Indeed, Tableau can help you identify and understand data that you may not have been able to extract with other tools. Those pieces of data you will discover from the state-of-the-art data analytics software Tableau can allow you to step ahead from your main competitors.

What is Google Analytics?

Google Analytics is free platform to Google Users providing you with important insights about your website visitors and their behaviors while they are browsing your site through statistical data. Those analytical information can help you identify marketing trends and opportunities to improve the performance of your organization.

What is Tableau?

Tableau is a popular Business Intelligence Tool that companies use to convert raw data into visuals making it easier to understand the meaning of the business information you input in your file. This software can allow you to perform powerful analysis of the state of your Business.

How to Create a Google Analytics account?

In order to set up an account, you can access the Google Analytics website and login to your Google account. As soon you login, the Google Analytics home page will appear in your screen. Once you reached this page, you will have to click on the Admin button located at the top left corner. The screen will show you the three main sections for creating the account which are account, property and view.

Picture taken from: https://www.netplanter.com/set-google-analytics-account-property-view/

You will first have to click on account in which you will have to choose an account name and create a link with your organization. The next step would be to go to the property set up in which you will enter your website name, URL, industry category and time zone and click on create.

Picture taken from: https://www.datadrivenu.com/google-analytics-account-setup-guide/

How to Transfer your Data from Google Analytics to Tableau?

In order to connect your Google Analytics data to Tableau, you first need to make sure to download the software from the organization’s website, Tableau.com.  (Links to an external site.)Once you login, the home page will appear in which you will find in the Connect column the option to connect to a server. In the section, “connect to a server”, you will find “Google Analytics” as shown in the image below.

Picture taken from: https://www.theinformationlab.co.uk/2020/10/30/connecting-google-analytics-to-tableau-desktop/ (Links to an external site.)

After you select Google Analytics, you will enter your Google credentials in the dialogue box or select your desired Google account already saved.

Picture taken from: https://www.tableau.com/learn/tutorials/on-demand/connecting-google-analytics

Once entering your login information, make sure you are signed in in Google Analytics. Then the below screen will appear in which Tableau will request access to your data from Google Analytics and which you have to click on “accept”.

Picture taken from: https://hevodata.com/learn/connect-google-analytics-to-tableau/

Following this, a page showing the configuration settings will show in which you will be able to see your account, property and view set ups. You will have the option to select the date range you would like to pull your data in. You also have the option of filtering your users in the segment dropdown. Then, Google Analytics allow you to select the dimensions and measures of your choice or select a predefined set. According to the organization Hevo specialized in data analysis (Links to an external site.), Google Analytics gives you the possibility to select no more than 7 dimensions and 10 measures to be displayed.

Picture taken from: https://hevodata.com/learn/connect-google-analytics-to-tableau/

Now that you learned about the steps to connect Google Analytics to Tableau, you will be able to start visualizing and analyzing your data in the different sheet tabs in Tableau. You will see how life-changing it will be for you as a Marketing professional willing to identify areas of improvement in your business and reach greater business performance.

A Complete Guide to Google Analytics for Beginners

Are you a marketing professional currently managing a website and willing to increase your customer’s engagement? Then, it is a necessity to have a Google Analytics account in order to get important insights from this platform regarding your site’s performance. Indeed, Google Analytics will offer you the possibility to have a better idea about who are your visitors. Through the analysis of your user’s experience, you will be able to identify strategies to make your website more successful. From acquisition to conversion, you will be able to better understand your customer’s journeys when visiting your site.

What is Google Analytics?

According to the Marketing organization Semrush (Links to an external site.), Google Analytics is a platform in which you can register for free created by the company Google allowing you to track your website’s traffic. This tool gives you access to data allowing you to have a better understanding of the behavior of your website’s visitor. Through the different metrics analyzed by Google Analytics, you are able to assess your website’s performance and identify areas of improvement. It can also help you better describe your target audience while determining the success of your marketing campaigns.

4 Sections to Explore in your Google Analytics Dashboard

There are four main sections you will have access to in your Google Analytics dashboard according to the organization specialized in SEO strategies, AIOSEO, (Links to an external site.) which are the following:

Audience: This field helps you identify who are your customers. Here, you can find location and demographics information about your audience as well as the devices technology used when they accessed your site. This will allow you understand better your target market in addition to rethink about various marketing efforts for different user segments.

Acquisition: This section would show you how your users were directed to your website. Through this field, you will see which channels generated the most traffic (email, social media, organic search, paid search, etc). You are also able to make comparisons between consumers coming from different social media channels and assess your SEO initiatives efficacy.

Behavior: Here, you have the ability to see how your customers behave when they are visiting your website. For instance, you can determine which are the most visited pages and the time spent browsing your site. This can help you make conclusions about your customer’s experience and engagement with your brand.

Conversions: This field allows to determine the effectiveness of your marketing campaigns as it will show you whether people took the desired action when visiting your website. You can track your conversion goal whether it is a form submission, content shares or a purchase. You will be able to check how well your website encouraged people to take actions.

Metrics you Must Know when Using Google Analytics

There are several metrics under each sections described above that you must understand as a marketing analyst which can be found in the Google Analytics platform (Links to an external site.): 

  • Audience metrics:

Number of users: This is the number of visitors who accessed your website over a specific period of time.

Sessions: This shows you how many times your users visited your website.

Average session duration: This is the time your users spend visiting your website in one session.

Average pages per session: This is defined as the number of pages that your users visited in each session.

New/ Vs Returning Users: This gives you a ratio showing you the distribution of the new visitors accessing your website for the first time versus the returning visitors coming back to your site.

 Bounce rate: This is explained by the percentage of visitors who leave your site after visiting one page instead of continuing browsing other pages.

  • Acquisition metrics:

Channels: Here you will be able to identify which channels drove traffic to your site. For instance, you can see the number of visitors coming from organic search versus paid search.

Google Ads: Once you link your Google Ads account to Google Analytics, you are able to check the activity of your customers after they were exposed to an ad and clicked on it.

Search Queries: This provides information about the top queries in the search engines to find your website as well the landing pages recording the most traffic and high click-through rates.

  • Behavior metrics:

 Average time on page: Here, you can determine your user experience and engagement in your website as it shows the time spent on each page.

Site Search Queries: This can allow you to identify what are your customers looking for according to what they are typing in your search bar. 

  • Conversion metrics:

Goal conversion rate: As you set up your Google Analytics account, you also select a conversion goal for your website. Here, you are able to track your conversion that could for instance be a user visiting a specific number of pages, completing a registration, downloading a content or processing a purchase.

Once you understand the main sections and metrics of Google Analytics, you will have a better idea of how well your website is performing in the eyes of your visitors. Through the analysis of data offered by this platform, you will likely be able to create more attractive content leading to higher engagement and conversions.  Indeed, having a better idea of what your customers expect from you site will allow you to increase your reach as well as your customer lifetime value. Assessing the effectiveness of your SEO efforts and ad campaigns in Google Analytics will allow you to determine how successful are your current marketing initiatives. In sum, the data available in this platform will certainly allow you to rethink the best marketing strategies that should be implemented to drive more revenues coming from your company’s website.

 

Powering your Hotel Data Analytics with Tableau

Are you a hotel professional looking for a powerful tool to analyze your big data? Are you willing to make better informed-decision based on gaining critical insights about your business trends? Then, consider mastering Tableau which is one of the most popular data analytics software nowadays used by many hotel leaders around the world. Indeed, Tableau can allow you to have a better understanding of your hotel operational data. As a result, you will be able to improve your guest’s experience and maximize your revenues.

What is Tableau?

Tableau is a platform offering a robust and intuitive data-driven solution to organization. This software can enable you to unify all your data into one single location. It is a modern business intelligence tool making it easier for you as a hotel leader to explore and interpret your property’s data.

Why is Tableau an Important Data Analytics Tool for the Hotel Industry?

According to the Vice President of Revenue Management of Accor Hotels, Agnes Roquefort, (Links to an external site.) “It is not big data we are after but fast data and that’s is exactly where hotels need to be looking. We have technology that does incredible things for us. Let’s use it to get access to the right data right when we need it”. This experienced leader of one of the most famous hotel chains in the world suggest how important is the use of tools like Tableau enabling fast analysis and interpretation of business data. Thanks to Tableau, you will avoid overspending time on managing the huge amount of data you may have within your organization and thus enhance your productivity.

Besides, Tableau is particularly known for the creation of sophisticated data visuals with attractive aesthetics making it simple to understand the relationships between particular data. Once getting used to this software, you will see how you will be more responsive to your data analysis. According to the email marketing organization, Email Audience, (Links to an external site.) the brain of a human processes visuals 60,000 times faster than numbers or texts. The organization Tableau (Links to an external site.) also points out this idea by suggesting that it is easier for people to understand information through visuals than reading data through columns and rows.

How can Tableau helps you for your Hotel Marketing Analytics?

You can use Tableau to analyze different types of data as suggested by the following examples. As a hotel professional looking to improve your marketing strategies, you can consider exporting data to this platform regarding your website performance and customer’s journey. You can also visualize your social media presence and spending. Other examples of data you can picture through tableau could be the channels that generate the most bookings to your hotels. As the KPIs (Average Daily Rate, Occupancy, Revenue per Available Rooms) are important to understand the performance of your property, you can also create reports showing those metrics and compare them with the ones of the competitors. Another example of data you can analyze through this platform could be the budget allocation of your operational departments (front desk, housekeeping and food and beverage departments). This can help you identify where you could cut costs to maximize your hotel profit. Furthermore, you can gain valuable customer insights as far as concern preference trends during their stays which can allow you to rethink strategies to offer more unique experience to new and returning guests. Moreover, you can also create data visuals of historical data as shown below to understand past trends and predict future demands:

Image taken from: https://public.tableau.com/en-us/search/all/%23hotel  (Links to an external site.)

Once getting accustomed to Tableau, you will be surprised how fast you will discover insights that will enable you to make a real difference in your hotel operations. Marketing Analytics through Tableau will with no doubt make your property more successful. In fact, making better use of your business data through this tool will allow you to identify the right strategies to attract more guests and increase your customer’s retention. As a consequence, you will be able to sustain a long-term high profitability for your hotel. Start getting insights on sight through the use of Tableau (Links to an external site.) to gain a competitive advantage.

Essential KPIs You Should Consider for your Marketing Strategies

Are you a marketing professional currently revising your marketing strategies to make your company more successful ? Are you thinking about goals for your business, but you are not sure how to track your marketing efforts ? Then, it is time to consider having KPIs to understand better the desired results of your campaigns. Every successful marketer use these metrics as it helps them to assess effectively what they are willing to achieve. This might look like an ambiguous term to you, but it is actually nothing complicated. In contrary, you will be suprised how knowing about KPIs will make your life simpler when rethinking your marketing strategies.

KPI in Marketing Defined

A KPI stands for Key Performance Indicator and is a value that you can measure that track a goal progress. A KPI is always connected to a marketing objective and helps measure how effective a particular campaign is. Indeed, they help you analyze the performance of a specific marketing project.

Importance of KPIs in Marketing

Why having KPIs tied to your marketing goals is important ? There are several reasons why you should have a clear understanding of these performance indicators. According to the marketing and data analytics organization Klipfolio (Links to an external site.), it helps you determine which direction your company is taking. You can also identify the ways to attain your goals. You can finally see if your marketing efforts were worth it and what could be changed in order to have better results.

There are many KPIS in marketing that you must understand. Here is a list of the most popular ones and their definition :

  • Leads : It is characterized by the people who have expressed interest for your brand.
  • Cost per lead : It is the price you pay in order to obtain a new lead.
  • Search Ranking : It is tracking the ranking of your site in a search results page.
  • Organic Traffic : It can be referred to the people who visited your site through organic search.
  • Referral Traffic : This is the traffic generated to your website thanks to the presence of your link on other company’s websites.
  • Mentions : It is the number of times other medias refer you on their platforms.
  • Social Traffic : It is the amount of traffic generated to your website thanks to social media channels.
  • Social Shares : It is the number of times a specific social media content of yours was shared in the same platform.
  • Cost of Customer Acquisition : It is the cost associated when acquiring a new customer.
  • Sales Growth : It is tracking the change in sales in a specific period of time.
  • Conversions : A conversion takes place when a potential customers takes action. It usually refers to the people who make a desired purchase.
  • Conversion rate : It is the number of people who converted over the number of people who viewed your website.
  • Cost per conversion : It is the price you pay per people who converted.

Based on the marketing strategies that you are coming up with, you will be able to choose the appropriate related KPIs. It is time for you now to design the most innovative Marketing Plans by including KPIs in the development of your strategies. You will see how your managers will be be more convinced by your marketing campaigns value when presenting them KPIs interrelated to their objectives. Now that you master essential KPIs in Marketing, you will be able to better monitor your results and performance and effectively guide your team in achieving your goals. Prepare yourself for marketing success as you have a clear understanding of Key Performance Indicators in Marketing !

Developing a Value Proposition for Marketing Success

Do you have a clear idea about the value your company offers through your products or services? Do you have a good understanding on how you distinguish on behalf of your customers and the market? How do you think your company provides value to your customers?

As a marketing professional, it is important to develop a value proposition for your organization as it will help you determine the benefits of your products or services and see how unique is your company in terms of the experience you are offering the customers. According to HubSpot (Links to an external site.), 69% of businesses have developed a value proposition. You might be wondering what value proposition stands for and why it is important for your success as a marketer.

Value Proposition Defined

A value proposition is what a company promises in terms of value to its customers with regards to how the products or services are offered, delivered and obtained. A value proposition is essential to develop as it will allow you to make your company attractive. It gives you an idea about the reasons why customers should purchase your products and how you distinguish from the competitors. It is directed to the company’s target market. It is a clear, specific and short statement mentioning the benefits of what is offered to customers. As a marketer, you should try to make a value proposition as much unique as possible to be able to differentiate your offering.

Why Having a Value Proposition is Important?

Having a value proposition is essential for developing efficient marketing strategies. It allows to convince people to make purchase of your company’s products or services. Companies usually display it in the corporate environment to reinforce the company’s culture, motivate employees and guide them to make better business decisions. It can also be displayed on your website or social media pages to make people aware of the values you are offering with your product. Developing a value proposition allows to generate more sales and strengthen relationships with your customers.

How to Develop a Value Proposition?

There are several elements you have to understand about your company in order to develop a powerful value proposition according to the Corporate Finance Institute (Links to an external site.). Below are what you should know before creating your value proposition:

  1. Understanding the Target Audience

It is important to do a thorough analysis of your target market to understand who are your potential customers. Then, you have to identify what are the benefits either tangible or tangible your potential customers are looking for.

  1. Identify the Benefits and the Costs

It is important to identify the benefits of your products to assess your company’s offerings. You should also understand the costs associated with these benefits. Indeed, the value proposition can be determined through the difference between the benefits offered and the costs of your products or services.

  1. Know your Competitors and their Offerings

It is also important to make a competitive analysis and determine how you distinguish in the market. Here, you should be able to determine your competitive advantage through evaluating your competitor’s strengths and weaknesses.

Now that you understand the elements allowing you to make a powerful value proposition, it is easy to create one. According to the journalist Lindsay Kollowich (Links to an external site.), you should just create a concise statement that has a maximum of three sentences that can be read in 5 seconds that mentions the uniqueness of your products or services. To sum up, you should make sure that your value proposition is simple to understand, efficiently communicate the benefits of your products or services and explain how it is better than what is offered in the market. With a value proposition, you will be able to make better decision when implementing new marketing strategies as you will understand clearly how your products improve situation. You will find it easy to convince your customers in buying your products rather than the ones of the competitors. You will be surprised how your value proposition will help you boost your sales and conversion rate. If you have not created a value proposition yet for your organization, it is time for you to create one that will be appealing to your target audience!