We have seen how a marketing plan is a guide that helps you to indicate actions and strategies to be carried out in the short, medium and long term.
In the hotel industry, which is constantly changing, today's objectives may be obsolete tomorrow.
Changes within the hotel and changes due to the external environment can have a significant impact on the hotel and its marketing strategy. We have had proof of this in this pandemic period.
What we would like to remind you of is a constant review of the strategy, keeping your attention on what is happening around you, without losing sight of some fundamental points that must always remain the same.
Let's see which ones.
Verticalise your audience: Understanding exactly what type of audience your customers belong to is essential to best meet their needs and requirements from the outset.
One way to get to know them even before they arrive at the hotel is to include a space in the Booking Engine where they can enter their preferences and interests.
Customer focus and the desire to provide the best possible experience will be the first thing that jumps out at your future guest.
Whether the establishment is in the city or the province, independent or affiliated to a chain, recently opened or with years of hospitality behind it, it would be advisable to have someone in the hotel who can dedicate themselves to updating prices on an ongoing basis.
The figure of the Revenue Manager, for example, deals precisely with this, modifying rates according to public holidays, major events organised in the city, and seasonality.
Learning to understand what is the best strategy for our structure will be a great advantage.
In this regard, the use of the Channel Manager plays a key role, as it has the ability to set derived rates that incentivise booking on the official site and to be linked to OTA channels.
There are many possibilities that make a property unique: pet-friendly, surrounded by nature, with a large infinity pool overlooking the sea.
If, in addition to your stay, you offer experiential trips such as special spas, horseback riding, or have agreements with museums and cultural centres in the city, you need to publicise all services as well as possible.
We can do this by using the website; by writing content of value to your audience; or by inserting banners or professional photos depicting the various services you tell them about, using the lever of visual storytelling.
Having a website designed to be viewed from any device and easy to use is important for the image of the hotel and to give guests a complete overview of what they will find when they stay with you.
Finally, use the power of social media to promote and viralise your content.
Not everyone likes to travel in the high season and those who have the opportunity to travel during unconventional periods will look for the best deals.
Dedicating special packages or inviting these types of customers to private events will allow us to be competitive and entice guests to stay at our establishment.
One method of advertising the hotel during the 'off' periods of the year would be to send newsletters to all customers who have spent their holidays with us during the low season in recent years.
In the email, you could give advice and suggestions on what to visit, where to eat or what events to attend in the area, the customer will feel even more pampered.
In a world of OTAs inviting choice for bookings through discounts and spam, we must reward those who still prefer to book directly.
Why should users visit the hotel website?
Offering favourable prices or surprising guests on arrival with a gift to those who decide to book directly with you are two of the many ways to build customer loyalty and entice them to book directly. By doing so, there is also the possibility of establishing a more lasting relationship with them.
The experience of the stay counts and a lot!
Customers are generally willing to return to an establishment if the experience they have had has been pleasant and satisfying. This is not just about the time spent on the overnight stay, but also the time spent on your website searching for offers.
We get users to leave positive reviews and opinions on online review portals. It will generate new bookings from users who read the same reviews and are surprised!
