Dynamic marketing solutions for your unique needs
Lotus is not your typical agency, as our team contains marketing strategists with diverse backgrounds in revenue, sales, and marketing within the hospitality industry. Understanding the industry and hotel ecosystem is what we do best. As a result, we partner with clients and strategize on the best way to drive revenue, impact need times, and pivot on marketing direction when business needs change. Learn more about what makes us stand out. Not sure where to start? Let us guide you.
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Flexible Support
As a full-service agency, we have both strategists and specialists with the expertise to deliver comprehensive marketing solutions. Our team leads with content-first approach ensuring that the simplest to the most complex tactics align with your business goals. Our specialties:
- Marketing strategy & planning
- Digital marketing & SEO strategy
- Paid media & media planning
- Email marketing
- Programming & activation ideation
- Creative execution & creative procurement
- Public relations oversight
- Event calendar management
- And more!
Launches & Openings
Opening and converting hotels is a niche expertise that only comes with deep knowledge of the hospitality industry. Lotus Marketing is an agency with unparalleled experience in launching hotels — collectively our team has opened hundreds of hotels across dozens of brands.
Some of our core competencies include:
- Managing the hotel’s digital footprint — especially with brand conversions
- Articulating top selling features and providing hotel copy for hotel websites and sales collateral
- Coordinating pre-opening renderings and stock photography
- Hotel business positioning
- Photo and video shoot planning and shoot preparation
- Grand opening activation and event ideation
Our philosophy has always been to optimize all marketing channels prior to opening to accelerate hotel performance and drive revenue upon opening.
Renovations
Whether the renovation has an invasive impact to the public spaces or simply takes guest rooms or meeting space out of inventory, Lotus Marketing is skilled at tackling renovations.
Not only does our hospitality agency plan for post-renovation marketing to drive awareness and generate excitement for your new product, but we also plan for open renovations requiring specific attention on mitigating the impact on the guest experience and optimizing revenue throughout the renovation.
From the GM’s letter to in-house guests to a “surprise and delight” at check-in, Lotus Marketing is a tremendous resource for renovation best practices and recommendations. Beyond the niceties, Lotus Marketing consults with the hotel on the sense of arrival, traffic paths, and ways to merchandise temporary spaces. Guest interaction with these temporary spaces not only drives engagement but also helps to keep guest satisfaction strong.
As the typical revenue streams and hotel segmentation are disrupted during a renovation, Lotus Marketing works with the hotel to pivot the marketing efforts to support these alternative opportunities. From stronger promotional support of outlets to better merchandising for grab-and-go items, Lotus Marketing can devise an interim marketing strategy to help optimize revenues during a renovation.
Soft Brands & Independent Hotels
Although soft-branded and independent hotels have the latitude to provide a truly unique hospitality experience, the lack of a branded hotel flag in their marketing strategy can provide challenges in the areas of awareness and brand credibility. This is especially prevalent in hotel openings where new soft-branded hotels will typically take longer to ramp than flagged brands.
Establishing a comprehensive and distinctive hotel identity is the critical success factor for any soft-brand or independent hotel. Well beyond the brand narrative, the hotel needs a detailed brand style guide to include design standards, photography guidelines, and tone. In addition, the hotel needs a comprehensive action plan to ensure the hotel positioning is represented at every consumer touchpoint within the hotel. Lotus Marketing understands this foundation is critical to sustaining long-term success. Before any marketing strategies and tactics are deployed, Lotus Marketing collaborates with the hotel to ensure this groundwork is established and thorough.
Restaurants & Entertainment Venues
Whether the venue is in a hotel or standalone, Lotus Marketing provides comprehensive hospitality marketing support to restaurants and entertainment venues. Delivering essential branding components such as positioning, and style guide development, we set the foundation for long-term success.
We can develop all the operational materials an outlet may need such as menus, digital menus, television screen content, and wayfinding signage. In addition, we can build out the marketing plan and strategies and execute against the marketing tactics such as website development planning, social media management, media and advertising, and PR oversight.
Enterprise Solutions
Lotus Marketing provides turnkey field marketing solutions for hotel companies and management companies alike. We offer a scalable marketing infrastructure to support the broader hotel portfolio, administer marketing programs, and fill any gaps in the organizational or marketing process structure. Our agency delivers best-in-class, on-brand hospitality marketing support and can integrate with any existing tools, resources and preferred vendors you may already have in place.
Some of the more common enterprise solutions we work on include:
Administer enterprise level processes, including:
- Naming protocol
- Website content and SEO
- Centralized paid media program
Develop brand level programs, including:
- Parent/Child social media infrastructure
- Brand playbook pull through (Social Media, SEO, Photography Standards & Guidelines, Marketing, etc.)
- Brand collateral template development
- Identify brand swim lanes
- Manage a collection of individual hotels - ensure that the integrity of the portfolio while scaling to deliver on the individual hotel basis
Provide turnkey field-marketing solutions at global, continent and destination levels, including:
- Property specific marketing account management
- Offers catalog, local promotional toolkit, B2B & B2C campaigns
- Outlet marketing support
Destination Marketing
Our tenured, high-performing marketers have worked for a broad spectrum of hospitality-related organizations, which gives us extensive industry segment knowledge including group (corporate, association, intermediary, social), business transient (direct and agent), and leisure (direct, OTAs, wholesale).
We can develop and execute cooperative campaigns for a cluster of hotels within a geographic territory. These marketing programs can be structured to target group or leisure segments and may include promotional partnerships, content and social media, PR, and digital campaigns.
Examples include:
- Brand cluster marketing
- Portfolio campaigns
- Destination campaigns within a brand or collection of brands
- Local CVB and DMO partnerships