Digital optimization is the most talked about portion of any hotel marketing strategy, but evan though it is essential, it is only a piece of the puzzle. The success of a hotel's marketing efforts depends on a comprehensive approach that encompasses a wide range of tactics and channels, including both digital and non-digital strategies.
It’s important to mirror marketing strategies to support hotel-specific segments since not all hotel's business mix is the same. Different audience segments have different preferences, needs, and booking behaviors, and hotels must tailor their marketing strategies or messaging to effectively reach and engage each segment. For example, business travelers may be more likely to book through a travel management company, while leisure travelers may be more influenced by social media and online reviews. To effectively target these different segments, hotels must deploy a variety of marketing tactics and messaging that cater to their unique needs and preferences.
While digital channels such as social media, online advertising, and email marketing are critical for reaching and engaging guests, they are not the only channels that hotels should leverage. Non-digital strategies such as content, direct mail, print advertising, events, public relations, and sponsorships/partnerships can be highly effective for targeting specific segments and driving business results. For example, hosting an event for local businesses can help a hotel generate leads and build relationships with potential corporate clients while partnering with a local charity can help drive awareness and build brand affinity among the community.
When working with Lotus Marketing, we set a clear marketing strategy that aligns directly with the hotel business goals for each audience segment. Although many recommendations may be digital, we always take into consideration a multitude of tactics, digital and non-digital, depending on the audience you are trying to reach. By mirroring our marketing strategies to support hotel sales segments, we can tailor each marketing effort to the unique needs and preferences of different guest segments and drive business results across the entire sales funnel. Let us know how we can help you create something extraordinary.
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