Digital Marketing is so important in 2024. In a world of quick consumption and short attention spans, we as marketers and hoteliers, need to reach the guest quickly and meet them where they are at. As consumers, we know "ease" and speed are important, and if something is "too hard to figure out" or "difficult to absorb," we will disengage.

Digital marketing can be leveraged in many ways to drive guests to our websites and ultimately on-property. We, as hotel marketers, spend so much time on digital paid media. This is such an important myriad of tactics, but there are a ton of other things we can do in the digital space to help drive guests to our website and ultimately in to our hotel. With that being said, what can we do other than digital paid media?

Websites

It is so important to have a great hotel website because traffic will be driven to your hotel website from other digital marketing channels, guests are going to interact and book their stays on the site, and key information will be presented that is necessary for guests to know. The best way to attack a hotel website is to identify critical content areas, which may be different for each hotel. This will help you break down which pages and tabs you need and should focus on. A suggestion for pages to consider include: home, amenities, policies, rooms or suites, hotel information, offers, experiences, maps, gallery, dining, events, spa, golf, other ancillary outlets and location.

This is not an exhaustive list, just some pages to consider. While this is a long list, and should not all appear, it is important that the hotel focuses on their key priorities. If you do not know where to start, keep in mind that hotel bookings come from the purchase of rooms and packages, and that guests need to understand the property, these pages are a good place to start.

Another area I want to highlight, which may be a little less glamorous, is policies. This page (or section on a page) is an opportunity to answer questions guests will have. This is where you would include the following:

  • Cancelation policies
  • Check-in / check-out times and requirements (like age)
  • Any additional or associate fees not related to the room rate
  • Payments accepted (important for international travelers) and accepted credit cards
  • Housekeeping offerings
  • Pricing for valet or parking instructions
  • Any required state or city policies (ie: smoking)

The last area I want to highlight is imagery and the gallery. Guests are visual and you want all of your digital marketing to represent your asset in the best way possible. Make sure the photos are professional, videos are clear and cohesive, and all floor plans are consistent and created digitally. The more interactive, the better! Pro tip, it is better to not have an image of a room, then loading one on your website that was shot with a phone that can actually deter guests from booking in the first place.

Online Reputation

Managing online reviews that guests leave about your property in an effective manner is critical for success. We continue to live in an era where the majority of potential guests rely heavily on digital platforms like TripAdvisor and Google for reviews, or reviews on OTA sites to inform their booking decisions. The significance of reviews extends beyond the feedback of a single guest because they serve as a public testimonial of the guest experience, which is accessible to an extensive audience of potential guests. These reviews, alongside your responses as the hotel, play a pivotal role in shaping the public's perception.

Statistics highlight the importance of online reviews in the decision-making process for travelers and potential guests for your hotel. According to TripAdvisor, a staggering "81% of people frequently or always read reviews before booking a hotel." This demonstrates the weight potential customers place on the experiences of others and how guests trust online reviews as much as personal recommendations from friends or family, highlighting the influence of these reviews on consumer behavior.

Perhaps even more telling is the impact of the hotel management's response to reviews. A good rule of thumb is that 1, 2, and 3-star reviews should be answered in a 24-hour response window and 48 hours for higher ratings. Addressing the reviewer personally, acknowledging their feedback graciously, and responding to specific points made in the review are key components of an effective response. It is essential to create personalized replies rather than relying on generic templates, which can come across as insincere. This also includes signing off with a personalized greeting from the appropriate hotel executive committee member.

Hotel's Listing

Your hotel listing on Google and other search engines is of the utmost importance. A key focus area when thinking about digital marketing should be optimizing local listings. The reason for this is hotel listings are a critical factor for enhancing online visibility. You want to make sure your local listing is accurate and consistent. This optimization is crucial for attracting more visitors from local search queries to your website, and ultimately getting guests in the door. By improving your hotel's presence in local listings, you not only boost its visibility online but also enhance your hotel's position in search results. This, in turn, significantly increases the potential to drive more traffic and bookings, leveraging the power of local searches to benefit your hotel.

Social Media

Social media marketing has become an indispensable tool for marketers in the hospitality industry. It is a great digital marketing tool that can assist with driving hotel bookings. Social media's vast reach plays a role as a crucial touchpoint in the consumer decision-making process. With billions of active users across platforms like Facebook, Instagram, and Twitter, LinkedIn, TikTok and more, hotels have an opportunity to engage with potential guests on a global scale.

Firstly, social media platforms allow hotels to showcase offerings and unique selling points through rich media content, including images, videos, and virtual tours. This visual appeal can captivate potential guests, providing them with a glimpse into the experience that awaits them. By effectively highlighting their amenities, services, and the overall ambiance, hotels can stimulate the desire to book a stay.

Secondly, social media enables hotels to build brand awareness and loyalty. Through consistent engagement-such as responding to comments, sharing user-generated content, and posting regular updates - hotels can create a sense of community and belonging among their followers. This emotional connection can be a powerful motivator in choosing a hotel, as guests often seek experiences that resonate with them personally.

Social media influences purchasing decisions. Many users rely on reviews and recommendations shared on these platforms when deciding on their accommodations. Positive experiences shared by other guests can serve as powerful endorsements, persuading others to book their stay. We are a visual society and we consume desires in photo form. The interactive nature of social media allows hotels to gain valuable insights into their target audience's preferences and expectations, which allows you to make operational decisions. This feedback loop can help hotels tailor their offerings and marketing strategies to better meet the needs of their potential guests, thereby increasing the likelihood of bookings.

Thinking about how to produce content differently, hotels can consider the following:

Special Offer Promotions

Social media also serves as an excellent platform for promotional activities, such as special offers, timely news, pop-ups, etc., which can incentivize bookings directly. Exclusive deals shared on social media can create urgency and encourage potential guests to book sooner rather than later.

Influencer Hosting

It is great to partner with influencers and leverage their reach and platform to get in front of potential guests. We know influencers are not going anywhere, and engaging and hosting them is an opportunity hotels should take advantage of.

Giveaways

Working with influencers or like minded brands to create giveaways is a great way to reach a new audience and grow your audience. Giveaways can be like-and-follow driven, which means the person entering the giveaway needs to like the post (about the giveaway) and follow both parties the giveaway is with (for example, the hotel and the influencer).

In conclusion, there are a lot of various items hotels can do in the realm of digital marketing in driving guest engagement and bookings across all verticals. As we navigate through the fast-paced digital landscape of 2024, the strategies outlined-ranging from the meticulous crafting of hotel websites, the strategic management of online reputations, the optimization of hotel listings, to the dynamic utilization of social media-highlight a multifaceted approach to digital marketing.

Each element serves as a crucial touchpoint for connecting with potential guests, showcasing the unique offerings of a property, and ultimately, facilitating the journey from online browsing to on-site bookings. These insights remind us that in the digital age, where consumer expectations are ever-evolving, the ability to swiftly adapt and adopt a comprehensive digital marketing strategy is not just beneficial but essential for success in the competitive hospitality industry. These strategies extend beyond digital paid marketing. By emphasizing the importance of ease, speed, and digital proficiency, it's possible to provide a valuable roadmap for hoteliers looking to thrive by enhancing their online presence and engaging effectively with their target audience.

Reprinted from the Hotel Business Review with permission from http://www.hotelexecutive.com/.