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Global luxury travel remains the fastest-growing of all the tourism and travel sectors, with luxury hotel chains experiencing significant worldwide growth in 2015 (Travel Market Report, World Travel Monitor). The luxury hotel market is expected to reach \$195.27 billion by 2021 as upscale hotels emerge as a key hospitality focus in Asia-Pacific, Middle East, and other regions. Additionally, leisure travel is anticipated to be the category of largest growth for affluent and luxury consumers (Transparency Market Research).
Digital marketing for hotels is becoming increasingly complex. Hotel managers need not only to service guests, manage rooms, availabilities and pricing, but now are also expected to compete for guests in new channels and digital communities that emerge every day. Hence, many hotel managers are asking themselves how they can expand their brand online while still having the time to run their business.The obvious choice has been to hire additional staff, but this tactic is just a temporary solution, for digital marketing.
Things are different in 2016. The end of 2015 was chaotic, with international OTA behemoths swallowing everything in sight and new powerhouse players entering the market and wreaking havoc. And yet, as the dust continues to settle around this brave new world, some interesting things have come to pass: mobile phones and micro moments are dominating, niche players (Airbnb) are gaining ground, while cloud management software, open APIs, social media and big data have become the word around town.
Hospitality marketing is like selling chocolate in a busy shopping mall: Every customer has different tastes. Too many hotel marketers get caught up in the latest trends or buzz words like "big data" or "content marketing." This often causes hoteliers to overthink their marketing budget and engage in complex strategies while they still have an automated attendant answering their phone or a call center in Canada pretending to be the front desk. It's time to get back to the basics and focus on what’s important – your guests.
Global luxury travel remains the fastest-growing of all the tourism and travel sectors, with luxury hotel chains experiencing significant worldwide growth in 2015 (Travel Market Report, World Travel Monitor). The luxury hotel market is expected to reach \$195.27 billion by 2021 as upscale hotels emerge as a key hospitality focus in Asia-Pacific, Middle East, and other regions. Additionally, leisure travel is anticipated to be the category of largest growth for affluent and luxury consumers (Transparency Market Research).
Digital marketing for hotels is becoming increasingly complex. Hotel managers need not only to service guests, manage rooms, availabilities and pricing, but now are also expected to compete for guests in new channels and digital communities that emerge every day. Hence, many hotel managers are asking themselves how they can expand their brand online while still having the time to run their business.The obvious choice has been to hire additional staff, but this tactic is just a temporary solution, for digital marketing.
Things are different in 2016. The end of 2015 was chaotic, with international OTA behemoths swallowing everything in sight and new powerhouse players entering the market and wreaking havoc. And yet, as the dust continues to settle around this brave new world, some interesting things have come to pass: mobile phones and micro moments are dominating, niche players (Airbnb) are gaining ground, while cloud management software, open APIs, social media and big data have become the word around town.
Hospitality marketing is like selling chocolate in a busy shopping mall: Every customer has different tastes. Too many hotel marketers get caught up in the latest trends or buzz words like "big data" or "content marketing." This often causes hoteliers to overthink their marketing budget and engage in complex strategies while they still have an automated attendant answering their phone or a call center in Canada pretending to be the front desk. It's time to get back to the basics and focus on what’s important – your guests.
Global luxury travel remains the fastest-growing of all the tourism and travel sectors, with luxury hotel chains experiencing significant worldwide growth in 2015 (Travel Market Report, World Travel Monitor). The luxury hotel market is expected to reach \$195.27 billion by 2021 as upscale hotels emerge as a key hospitality focus in Asia-Pacific, Middle East, and other regions. Additionally, leisure travel is anticipated to be the category of largest growth for affluent and luxury consumers (Transparency Market Research).
Digital marketing for hotels is becoming increasingly complex. Hotel managers need not only to service guests, manage rooms, availabilities and pricing, but now are also expected to compete for guests in new channels and digital communities that emerge every day. Hence, many hotel managers are asking themselves how they can expand their brand online while still having the time to run their business.The obvious choice has been to hire additional staff, but this tactic is just a temporary solution, for digital marketing.
We are people first, revenue managers second . This may sound obvious but is shockingly rare especially in the hospitality industry. Depending on your strategy and needs, using OTAs is an easy yet effective marketing tool that can really boost your online presence and occupancy.Ten out of ten times, we’ll upend the status quo to innovate and err on the side of people, not policies. Because delighted, satisfied guests are the whole reason we do this in the first place.
