Hospitality is a realm in which customer experience reigns supreme. From hotels to restaurants, hospitality services aim to create memorable moments for guests rather than simply selling products or services.
Unfortunately, however, many businesses miscalculate when trying to apply cookie-cutter marketing strategies developed for other industries in hospitality. They simply won’t work here.
Hospitality operates under its own set of rules and if you still employ universal advertising tactics then now may be a good time for change.
Hospitality Isn’t Just Selling: It’s Storytelling
Traditional marketing focuses on product, price, and urgency, an approach which works very well when selling tangible items. But hospitality offers something much different.
Here, the product isn’t something tangible, it’s an experience. A generic promotional email such as “20% off this weekend” might work in retail but is ineffective for hospitality.
Guest aren’t looking for discounts, they want an unforgettable experience. To do that, storytelling, compelling narratives that highlight what makes your experience exceptional, from luxury linens to an amazing sunset view on your rooftop, is important.
Personalization Is Non-Negotiable
Hospitality industry thrives on relationships. While other industries may allow customers to simply “Add to Cart”, hospitality requires human interaction for optimal success. Normal marketing strategies that rely on mass distribution of generic ads will no longer suffice. Guests expect tailored communication.
Think of an ad that reads: “We see you’re an enthusiast for wine, have you checked out our exclusive vineyard tour package yet?” Your data can help you achieve such personalized experiences.
By tapping into guest preferences, booking histories, and feedback data to craft campaigns that feel more like warm invitations than hard sells, hotel marketers can create ultra-personalized strategies and campaigns. Discover more hotel marketing tips & strategies here and take your hotel game to the next level.
Reviews and Reputation Trump All
Think advertising alone will draw people to your door? Think again. In the hospitality industry, reviews and reputation are at the core of success or failure. 81% of travelers read online reviews before making reservations according to research conducted on that industry alone.
What does this mean for marketing strategies? Happy guests are your greatest marketing asset. Word-of-mouth (including digital word-of-mouth) far outstrips any flashy ads.
Focus your resources on actually providing exceptional hospitality services that inspire guests to share their experiences, rather than spending resources touting your business with ads that tout its greatness. A glowing review from an overjoyed customer will always outstrip any clever marketing campaign slogan.
The Experience Begins Before Arrival
Hospitality industry veterans know a little secret, customers’ experiences don’t begin when they check-in. They begin the moment they discover your brand.
Traditional marketing takes a reactive approach. Hospitality marketing must take charge of the guest experience from day one, through websites, social media pages and email communications that evoke the same mood and vibe that guests will encounter on-site.
If your brand promises serenity but your website evokes chaos instead, booking opportunities could evaporate quicker than you can say “continental breakfast.”
Key Takeaways
If you are still using traditional marketing strategies in hospitality, then you are playing checkers in a world that values chess. In order to thrive and truly make an impression with guests, focus on crafting personalized, memorable, emotionally charged experiences they will love and remember forever.
Proper hospitality marketing should not just be seen as a strategy, it should be seen as an art. Your masterpiece should be the authentic joy and satisfaction you bring them.
