In the world of hospitality, mastering the Seven Principles of Hotel Marketing isn’t just a strategy – but it’s also the secret sauce for creating unforgettable guest experiences and thriving in a competitive landscape. Let’s dive into these principles with examples specially curated by the team at Strategy Cues:
Product: Think of your hotel as a gourmet dish – every element needs to be carefully curated to delight the senses. From stylish rooms and suites with skyline views to decadent spa treatments and fabulous dining experiences, your product offering should leave guests craving more than just a comfortable bed. Showcasing your product in a tasteful manner includes curating a special content strategy for social media and digital platforms. It’s also a great idea to incorporate the official tone of voice and brand keywords in taglines, captions and other content guides. Here’s a quick guide to how important storytelling is.
Pro Tip: A marketing team must have access to or create a story-telling concept – a document that defines the colors, architecture and interiors of each section with the hotel. This document will help commercial and operational teams sell the hotel better, whilst maintaining accuracy. The perfect story-telling concept also acts as a helpful document for videos, photoshoots and planned brand evolutions.
People: The people that constitute the back-of-house and front-of-house are your hotel’s superheroes. They bring warmth, professionalism, and that extra sprinkle of magic that turns a stay into a cherished memory. Friendly concierges, expert sommeliers, and housekeeping ninjas who anticipate a guests’ needs – all play a role in shaping the perfect hospitality experience.
Example : Identify superstars in each department and highlight their efforts on internal and external channels. A story highlight on Instagram can feature weekly/monthly superstars who build professional connections with guests by offering the best of hospitality. To know more, you can read a recently published article by SiteMinder – a guide to hotels’ social media marketing.
Price: Whether it’s offering enticing packages during off-peak seasons or premium add-ons for special occasions, pricing strategies should reflect value while appealing to diverse guest appetites.
Example: Highlight content that offers packages such as “Staycation Bliss”, “Valentine Getaway for Two”, “Summer Days with Family”, etc. – complete with gourmet breakfast in bed, spa credits, and a family pool date – all at a surprisingly affordable rate that leaves guests feeling like they’ve struck gold. Ensure the information about each offering is visible for guests on all channels, so that guests can easily book and cross-check details. Create planned content well in advance to maximize online visibility. For more ideas, you can go through some fun tried and tested campaigns HERE
Place: Location is key, but it’s also about being where your guests are—both physically and digitally. Your hotel should be easily accessible and present on all the right platforms, whether it’s a chic urban retreat or a cozy countryside hideaway.
Example: Incorporate content that features the location clearly. Take exterior images for the hotel, views from all rooms, views from the restaurants and bars. You can also use images of the city or town of location through the official channels in the form of content partnership. If the images match and fit the content guidelines for your channels, images belonging to a city add a touch of familiarity and relatability for guests.
Promotion: Promotion is your chance to showcase what makes your hotel irresistible. From social media campaigns to email newsletters and collaborations with travel influencers, every touchpoint should leave guests eager to savor what your hotel has to offer.
Example: Introduce hashtags like “Wanderlust Wednesdays,” “Midweek Spa Rituals”, or “Suite Fridays” where you get a chance to feature a particular product or service. Encourage guests to take content and use the same content as UGC (user generated content) to increase more visibility.
Process: Behind the scenes, flawless processes ensure everything runs like clockwork. From seamless check-ins and express room service to eco friendly practices and meticulous cleanliness, it’s the little details that add up to a stress free and delightful guest experience.
Example : The best content for a restaurant often comes out of the kitchen. If your hotel is home to a funky restaurant or bar, you can show the Chef’s in action. The pastry kitchens can be features for special events such as Easter, Christmas, etc. Here’s a quick read about hotel videos and video production by SiteMinder , a fun way to help your team generate creative ideas!
Physical Evidence: The physical environment sets the stage for guest experiences. It’s about creating and leaving a lasting impact on guests – from the moment a guest comes across your hotel, till the time the guest leaves a positive review post their stay – it’s all about creating the perfect funnel, with seamless service.
Pro Tip: Ensure regular content audits to keep all digital channels updated across, promote the importance of guest service, user experience, online reputation and reviews!
Mastering the Seven Principles of Hotel Marketing isn’t just about business – it’s about crafting moments that linger in the hearts and minds of guests. By blending creativity with strategy, your hotel can carve out its own unique offering and garner the perfect guest loyalty. It’s all about blending the principles all together and watching the story unfold – one stay at a time!
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