A successful hotel business requires not only first-class service and comfortable rooms, but also a well thought-out marketing strategy. Inspired by our successful projects such as the 4-star LA VAL Hotel & Spa in Brigels or the Grand Hotel Kronenhof in the Engadin, in this blog post we present seven key strategies that can take your hotel marketing to the next level.
1. create identification with your brand
Your brand is more than just a logo. It is the message that your target group can identify with. Emphasize what makes your hotel unique and adapt your branding to the interests of your various target groups. One example of this is customized landing pages, such as the one we created for LA VAL Hotel & Spa. This allows you to tailor the specific needs to your different target group segments: The romantics receive a special offer for time for two in the suite, the outdoor fans can enjoy numerous adventure possibilities, while the connoisseurs connoisseurs enjoy the view of gourmet menus and selected wines.
2. unusual content and creative storytelling
Good stories captivate people and stay in their memories. Use unusual storytelling to inspire your guests. The most famous agent in the world celebrates his retirement at the LA VAL Hotel & Spa? ballerina turns the magnificent dining room into her stage and dances on the table of the Grand Hotel Kronenhof? An ex-celebrity couple find each other again in your hotel? These are stories and images that fascinate and catch the eye, leaving a lasting impression on your target group.
3. high-quality content for organic reach
It is well known that social media is an indispensable marketing tool. However, the importance of high-quality content for organic social media marketing is often underestimated. Aesthetics and quality play a particularly important role in the hotel and tourism industry. You should therefore invest in professional content productionsto reach your guests with appealing image and video material.
4. 360° communication: tell your stories via different channels
Communicate cross-media by spreading your stories and news via different channels. Make sure that you tailor the story and content to the respective channel: Whether out-of-home, TV, print, online, paid or organic - use the possibilities of each medium and create snappy social media captions and appealing video messages to match a detailed brochure text. For your 360° storytelling strategy to be successful, everything should come from a single source. Seek support from an agency that is strong in all areas. This will ensure your brand message remains consistent and effective.
5. media background noise and extraordinary PR stunts
A continuous presence in the media is essential. Make sure that you generate a buzz in the media. You can do this by inviting journalists or well-known personalities to your hotel. And if the background noise isn't quite what you want, there is the secret weapon of the PR stunt. Attract the attention of the media with unique events. How about offering a boot camp at your hotel, led by the most famous retired secret agent?
6. influencer partnerships for more authenticity
Work with authentic travel influencers who play to the same target group as you. Swap a few nights with half board at your hotel for high-quality content and authentic recommendations on the influencers' channels. This will encourage interaction with your target group and give you a diverse and wide reach.
7. set the right targets: Utilization, turnover and ROI
Last but not least, it is crucial to set clear and meaningful goals for your hotel marketing. Do you want to increase occupancy, increase revenue or improve return on investment (ROI)? Your marketing strategy should aim to achieve your defined goal. Therefore, regularly check the performance of the various channels to find out whether the measures and storytelling are successful. If this is not the case, you can act quickly and make optimizations.
Overall, effective hotel marketing is a multi-layered process that requires creativity, strategy and commitment. By implementing these seven strategies and learning from successful examples such as LA VAL Hotel & Spa, you can take your hotel marketing to the next level and reach your target audience. At Ferris Bühler Communications, we are here to help you achieve your marketing goals and make your hotel business a success. Learn more about Hotel Marketing - The FBC Way.