Throughout the pandemic, hotel marketing The strategy had to undergo a dramatic shift.
Consumer behavior, lockdowns and travel restrictions have wreaked havoc on hotel marketing messages.
Now that the industry is rebounding and more and more people are eager to travel, it’s time to get creative with your hotel brand’s content.
Check out some of the interesting and fascinating content marketing trends we saw last year and expect to see this year as the hospitality industry reopens:
1. Contactless and digital hospitality technologies
and coronavirus disease Still imminent and with many safety protocols in place, the importance of digitally assisted interactions has increased (in other words, without touching the same screen as hundreds of others).
According to PricewaterhouseCoopers, 81% of travelers already started looking for more digital options from their hotel brands in 2019 – and demand has only grown since then.
Naturally, contactless technology is the way to go during the global pandemic, so this technology is really booming in the industry.
If you’re traveling in the next few months, you’re likely to see more and more hotels use technology like touchless faucets, automatic doors, and more.
In the future, you can even Control different aspects of your roomsuch as lights, thermostats, and TVs, from apps on your phone.
Technology like this not only helps ensure everyone – staff and guests – is safe and comfortable, but also makes their stay more enjoyable!
The pandemic is now (hopefully) winding down, but the germs will always be around, and guests will always be looking for a way to make travel easier and more streamlined.
It’s never a bad idea to add some touchless add-ons to your facility.
2. Promote safety
When it comes to safety, one of the most popular trends in hotel marketing post-COVID is to emphasize and publicize the importance of brands’ pandemic protocols and safety procedures.
Examples include increased cleaning and hygiene, social distancing, mask policies, and contactless food and concierge services.
Advertising on the brand’s website and upon arrival demonstrates clear communication and a commitment to guest safety, resulting in increased customer satisfaction.
You can also showcase these efforts in local search results using the attribute and description fields on your Google Business Profile.
3. Encourage stay-at-home vacations
With many still hesitant to travel abroad or even domestically, people have turned to local travel, or “staying.”
Supporting the local community has also become increasingly important in recent years, making accommodation even more attractive.
That being said, brands should market their saunas, gyms, spa/massage services and food delivery services.
Hotels in Downtown Chicago By attracting locals to their restaurants, world-class fitness centers, indoor and Outdoor pool and more.
Not to mention that you have the entire city of Chicago at your disposal, so why not skip the airfare and take a vacation in your own city?
4. Highlight flexible cancellation
The world is a very uncertain place right now, and many hotels and flights may be cancelled at the last minute.
Brands should offer generous cancellation policies that allow customers to rebook or refund.
Their trip may have been canceled, it’s not the guest’s fault, and you don’t want to put extra stress on the guest for not being able to get a hotel credit or a refund.
For example, some airlines have generous cancellation policies, while others do not.
Those with generous cancellation policies had higher customer satisfaction scores than those who were less permissive.
While many businesses do compete on pricing, they also compete on customer experience and reputation.
For many audiences, if your brand offers poor customer service, its price doesn’t matter.
Although Southwest Airlines is not considered a “luxury” airline (as they do not offer first or business class seats), they have Highest Customer Satisfaction Rating in the aviation industry.
This may be partly due to the fact that they also have one of the most flexible cancellation policies.
customer will return to the brand When they are satisfied with the quality, experience and customer service.
5. Work from home…or hotel
Why work from home day in and day out when you can work in a luxury hotel or resort?
More and more hotels are attracting business people to swap their slippers and Zoom attire for casual attire so they can relax while working in hotel lobbies or coffee shops.
Hotels can market to those remote workers by offering free Wi-Fi or a cup of coffee when visiting their facilities.
Some even designate clean, quiet workspaces, ideal for those who don’t have access to an office but whose house may not be an ideal work environment.
A change of scenery is always good, anyway, who doesn’t want to get out of the house every now and then?
Market your hotel business as a great place to work, or even just to meet friends and catch up!
6. Influence Marketing
the power of social media Incredible; it affects basically every market in the world, so you need to learn to use it to your advantage for your business.
Whether you love them or hate them, influencers have taken over social platforms.
Influencer marketing has become a necessity in the hospitality industry when it comes to keeping pace with competitors.
by using Influencer Marketingbrands can reach a larger audience (the bigger the influencer, the bigger the audience) and reach more target consumers.
If you work with an influencer in your field, this can be considered one of the most valuable marketing tools because the influencer trusts his/her audience and that trust translates to your brand.
The #LetHawaiiHappen campaign was a huge success, and Hawaii Tourism partnered with a variety of popular Instagram influencers, encouraging them to post photos of themselves at some of Hawaii’s most popular (and beautiful) tourist spots while using the aforementioned hashtags.
7. User Generated Cointention
User Generated Content Content created by users themselves, not by corporate employees.
This includes reviews and testimonials, as well as anytime someone comments on the company (online forums such as Know almostE.g).
Potential clients often value user-generated content because users have no reason to be dishonest; they don’t get paid or reimbursed for reviews of brands, so it’s safe to say that anything they write is authentic.
These review types are important for brands to feature prominently on their website.
So, how can you do it?
As a business, past customers are always encouraged to write reviews and share their experiences on social media.
Create a hashtag (or several hashtags) and let customers use them when posting about your business on social media (see example #make hawaii happenE.g).
You can even contact the influencers we mentioned in the previous paragraph and encourage them to check out your business and leave honest reviews!
This will only help you in the end if you are a solid business.
If you find yourself with a lot negative reviewsmaybe it’s time to consider these factors and start making the changes needed to succeed.
8. Buy now, pay later
Similar to the point above about simplifying cancellations and avoiding change fees, many people are still uneasy about their financial situation.
Recently, we’ve seen different companies offer “buy now, pay later” options to help attract customers and get them to commit to a purchase.
This keeps businesses from missing out on any flash calls or promotions they might be running, and it gives consumers the confidence that they’re getting the best price without paying a single fee.
A good example is upliftwhich has partnered with a variety of international tourism organizations from cruise lines to airlines to vacation packages, is trying to ignite tourism by allowing customers to “make thoughtful purchases now and pay over time…”
final thoughts
Hotel marketing is hot right now and will only get hotter in the next few years as the world begins to reopen.
Using the tips above will help maximize revenue and increase customer retention and satisfaction. Safe travel, happy marketing!
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Featured image: vichie81/Shutterstock
