Dear WuBookers, to get the most out of your hospitality business, remember to plan hotel marketing strategies. In the field of hospitality, competition is one of the biggest challenges to be faced and hotel marketing represents the way to show the world one’s uniqueness.
Hotel marketing includes all those activities that are aimed at increase the visibility and improve the communication of your property, as well as optimize the customer acquisition and loyalty process. Generally, these activities need to be organized according to a hotel or tourism marketing plan. The marketing plan is a tool that it allows you to define goals, identify budgets and set timelines, as well to remember the priorities and, finally, to monitor the results. Furthermore, defining a marketing plan allows you to optimize resources, avoiding misleading waste of energy and time, also because the activities to be monitored and achieve can be many and, often, unexpected occurrences make necessary “shooting adjustments” at the last moment.
Context analysis includes the study and understanding of the market reference, the SWOT analysis with the strengths, weaknesses, risks and business opportunities; the analysis of competitors and the target audience and, finally, the study of purchasing behavior.
2) Define goals
The business objectives are decided in the company strategy; in the marketing plan these must be organized in order of priority and must be expressed in quantitative terms. Above all, they will also need to be realistic and achievable.
In this phase the marketing points are defined as: price, distribution, any promotions and advertising; the distinctive elements of communication such as: visual identity, language and tone of voice. Here it is also important to identify with precision the KPIs (Key Performance Indicators) that will be used to evaluate the effects of marketing actions, in order to arrive at an evaluation of the investment as precise and punctual as possible.
In this phase, the actions are carried out that will allow, on the basis of the data collected, to best achieve the objectives set.
With the launch of the activities, the control of the results also starts. This part is crucial to understand if the identified actions are leading to realization of KPIs or if they need changes.
How to use internet opportunities to achieve your hotel marketing plan
In this context, we focus on how certain Internet-related skills and activities help us in implementing the identified hotel marketing strategies. In this regard, at WuBook, we can provide a series of digital tools of great value and easy to use.
Zak Web Sites: we support you in creating a website for hotels, B&Bs, holiday homes and apartments. You can choose between different graphic templates, which you can change whenever you want, keeping your content. In this way you will have a simple site, responsive and accessible from all devices and continuously updated to the web safety standards.
Zak Channel Manager: whatever your tourist facility, Zak Channel Manager manages OTA and Metasearch channels in a single point, synchronizes availability, rates and reservations, drastically reducing the risk of overbooking.
Zak Booking Engine: allows you to receive bookings directly from your property’s website without intermediaries. At that point, you can create personalized offers to encourage guests to come back in the future.
Once you have an effective web presence, remember that reaching a customer who has already been your guest is important, both for awareness (i.e. the reputation of your structure) and for direct promotion. A direct marketing tool, such as a newsletter service to communicate the most relevant offers to your customer segments, will be another valuable tool for achieving the goals you have set yourself.