Continuously developing marketing tactics should be an ongoing task in the hospitality industry. Normally your marketing strategy creates opportunities to connect with your audience by creating content that resonates with your target market. Plus, using the right mix of inbound and outbound marketing allows you to engage with a wider audience.
This article will examine why it is important to have an inbound marketing strategy and an outbound marketing strategy separately. We will highlight the difference between inbound and outbound marketing and how the two can complement each other using integrated marketing communications.
What is a hotel marketing strategy?
A hotel marketing strategy is a plan for how a hotel will market itself to its target audience. It can be as simple as a single marketing campaign or as complex as an integrated marketing communications strategy.
The goal of any hotel marketing strategy is to increase the number of guests and the revenue of the hotel.
Hotels can market themselves in different ways, but there are some basic principles that all successful strategies share:
- Identify your target audience
- Determine your budget
- Create a message that resonates with your target audience
- Find the right channels to reach your target audience
Hotel marketing strategies can be divided into two main categories.
Inbound Marketing and Outbound Marketing
- Inbound Marketing Strategies: These strategies are aimed at attracting customers to the hotel. They include SEO, social media marketingand content marketing.
- Outbound Marketing Strategies: These strategies aim to entice guests to come to the hotel. They include advertising and public relations.
Inbound marketing strategies are often more effective than outbound marketing strategies because they are more profitable and less intrusive for the customer. These strategies include using your brand to attract audiences and retain them.
However, when you find the perfect combination of the two, your marketing strategy can take it to the next level. The following section highlights the most effective forms of each type of marketing.
Outbound Marketing Tactics for Hotels
The following ideas may be the most effective ways to design an outbound marketing campaign.
1. Event specific packages
Certain events are a major driver for the travel industry. Many properties miss out on the benefits of these events by failing to create specific packages that cater to these events.
To put together these packages, choose a specific event and answer a few important questions. Who are the most eager attendees? What are the most stressful parts of the event? Highlighting the responses is the start of creating an exclusive package for these scheduled events.
For example, if a sporting event brings a lot of hospitality, create a package that includes in-room breakfast on game day with transportation to and from the game.
2. Rely on local partnerships
Create a list of local businesses that could benefit from a co-marketing situation. A quick search should bring up several companies in need of the hospitality industry. Try to reach an agreement where they recommend your hotel to their customers for a commission.
The right partnerships can also expand your hotel’s package offerings. Advertising partnerships with local tour operators can offer your guests discounts on certain activities.
3. Take advantage of group business
When we talk about group business we mean smaller groups traveling together for small to medium sized intimate events. Here are some great examples:
- From the market to wedding party planning, showcasing your property’s potential to host the reception.
- Family reunions are another big demographic that could benefit from special promotions
Inbound Marketing Tactics for Hotels
The list below contains the best examples of inbound marketing tactics for hotels.
Instagram is one of the best social media platforms you can use to showcase your property and engage with your customers.
This means using your feed to create highly targeted posts to different segments of your audience. Instead of promotional material, post-user generated content with reviews from past customers. Encourage your guests to create this content and give them a special hashtag to use for promotion.
Instagram stories are also essential, with more than 500 million users interacting with this element every day. Use a strategy that allows you to leverage the feed and the Story.
Use your blog to connect with your audience
Your blog is the pulse of your brand. It is a point of contact across multiple areas of the customer journey, allowing you and your customers to communicate with each other.
When you host a blog, it can serve as a travel guide for tourists staying at your hotel. Highlights and favorite local reviews can accompany interviews with local business owners. This content can also be repurposed for social media and email marketing.
Using your positive reviews is a great way to leverage social validation. Create a slideshow highlighting your best and most descriptive reviews. At the end, use a separate slide to thank your guests for being repeat customers.
When you use integrated marketing communications, you can unify inbound and outbound marketing. What does this do for your business in general?
Using integrated marketing communication unifies your brand voice across all channels. This means customers get the same message whether they interact with your brand on your blog, social media pages, or through special events and other elements.
When you do this, you ensure that you reach important target markets, engage with past customers, and build brand loyalty. At the same time, you give future guests a clear idea of what to expect when doing business with your hotel. Each one is a critical step forward and will help you be more competitive (and the hospitality industry is at its most competitive level in history).
Effectively using integrated marketing communications to achieve all of these goals can maximize your revenue in several ways. With a one-size-fits-all approach to business and marketing, you’re able to more effectively predict certain trends based on how past users and customers interact with your content. Which channels generate specific segments of customers? This gives you critical insight into customer behavior, which is important for predictability.
It’s time to master integrated marketing communications
If you haven’t already, master integrated marketing communications to get the most out of your marketing campaigns. When you do this, your campaigns do exactly what they were designed to do, and that maximizes your profits.
Hotelogix editorial staff
HotelogixThe team of researchers and writers are constantly innovating to share the latest trends in the travel and hospitality industry. Do you have suggestions ? Write to us on [email protected]