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After what has been a very challenging time for our industry, it’s time to look at generating demand again. But is now the time to start reinvesting in hotel digital marketing campaigns? The answer to that question will depend on your market and the virus situation in your region as well as in your feeder markets.
Before setting up your digital marketing strategy, keep in mind that the profitability of any campaigns will require time and you might also be exposed to potential cancellations. However, it is important to be ready for recovery by protecting your brand and maintaining contact with potential customers.
Under this new set of challenges presenting limited demand, your focus as a revenue professional has definitely pivoted from optimizing demand to generating demand through the most profitable channels. Now is the time for the revenue strategist!
A good digital marketing strategy needs to assess what type of demand you should be after—existing or new. (If you need assistance choosing a partner to help drive your digital marketing, Hotel Tech Report offers insights and advice here. And here are some blogs we've written about digital marketing, too: Hotel Owners Understand the Need for More Digital Marketing, How to Optimize Your Hotel’s Presence on Google, and Can I Use Revenue Data to Drive Digital Marketing?)
Generally speaking, Google offers hotel owners tools to gain visibility in channels historically dominated by OTAs. There are two options: 1.) Hotel ads (i.e. Current Demand) and 2.) Promoted hotels (i.e. New Demand).
When comparing Google against social media, Google can provide access to clients who have never stayed with you. Social media, on the other hand, will require a strong content strategy to attract new clients, otherwise it will probably only attract clients who already know your brand.
To support a digital marketing strategy effectively, revenue professionals must rely on a variety of tools and techniques including those listed below.
To align your digital marketing strategy with your revenue strategy, consider the following:
Collaboration among teams is also going to be more important than ever. Management, digital marketing, sales and revenue functions will need to work together and align their goals to ensure the best possible results for your property. Consider the following to help break down silos and unite your team:
This question was answered by:
Director of Hospitality Solutions, EMEA
Juan’s current role overseeing the Solutions Engineering function within the EMEA region at Duetto follows on almost 4 years in Customer Success supporting some of our most valued customers. Prior to joining Duetto he worked for a specialist Revenue Management consultancy supporting many of the best known hotels in London (United Kingdom). Juan’s hospitality career has included working in operations internationally for some famous hotel groups such as Mandarin Oriental, Como Hotels and Resorts and The Savoy.