Having an amazing destination or an amazing hotel isn’t enough to keep today’s jet set consumers coming back to your property for their annual vacation anymore. There are simply too many other enticing options vying for their attention and disposable income. But as US unemployment rates drop to the lowest they’ve been in close to eight years and the average wages skip past historic highs, there will be more revenue to go around for everyone. The rise of picture-based social media such as Instagram, Pinterest, and Facebook have made it easier than ever for travelers to virtually explore new destinations, plan trips that fit their budget, and delve into new tourism options. As a result, the tourism and hospitality market is expanding – which is good news for you. To remain competitive, you simply need to remain relevant. Hospitality Marketing and engaging with new and existing customers online is an incredible way to pique their interest in your destination and help increase your reach to new audiences. The trick is: how?
Constantly seek new audiences to invigorate your hospitality marketing:
Use social media to engage new audiences (not just those users who are already interested in your brand) and create a bridge between your tried-and-tested marketing campaigns with your point-of-sale experience. Blog posts, customer references, social listening, contests, and social influencers are all lynch pins when increasing your reach to new audiences. It’s especially important that all your channels complement each other so that no matter how new prospective customers discover your brand, they are receiving a seamless, on-point experience.
Measure everything. We simply can’t say it enough. Before you generate or release any creative content, consider your goals and what you want success to look like. This will help you craft the appropriate call to action for each activity. With a bevy of data tools to choose from – from Twitter, Google and Facebook analytics, Klout, and HootSuite, to more robust platforms such as Adobe Analytics and Campaign Manager – you can track almost any output in the digital world. As certain channels and entry points prove valuable, you can begin investing more in those areas. This systematic measuring allows you to make decisions in a world where your customers expect you to be everywhere they are … even if you haven’t met them yet.
Intelligently invest in your hospitality marketing:
While returning guests are the bread and butter of any business, they should be part of your maintenance strategy – not necessarily your growth strategy. Methodically invest in high-impact marketing tools by testing new channels and entry points in a way that won’t expose your business to too much risk. For ideas on how to test new ideas that will break through the clutter and keep your marketing materials fresh and engaging without overexposing yourself, partner closely with a creative, multi-platform agency like our team of Orlando marketing experts. Click here to see how we have helped customers like you add new to their foundational marketing plans.
Pay attention to new hospitality marketing trends:
In that vein, don’t be afraid to try new things. The hospitality industry is constantly changing, and your marketing techniques should reflect those changes. Social media is often a “safe space” to introduce new ideas, survey your audience regarding potential product or service enhancements, and gain customer insights about experimental ideas. The tourism industry, perhaps more so than any other, is constantly changing as new ideas and trends enter the market, so keep up.
Embracing new audiences, setting goals, investing in new techniques, and staying on top of emerging trends are all ways to keep your customer base engaged with your brand and eager to visit you again and again. Our team is here to help create a comprehensive marketing plan that allows you to do all of these things with ease. Give us a call today to find out how.