A solid marketing strategy is critical when attracting new customers, loyalty, and branding for any industry. The hospitality industry is no exception. Desketing knows it is important to keep up with the latest digital marketing trends to help drive results by using clever design and strategic marketing tactics so we’ve decided to give you some trends in hospitality marketing.
Trend 1 – Social Media
A top trend that you can find in hospitality marketing is the effective use of social media. When used efficiently social media can be a great tool to gain insight from consumers whilst also allowing you to target specific people. In recent research, it has been shown that 97% of millennials share travel pictures and videos on social media and that 89% plan travel activities based on the content shared (The Drum, 2018). It has been suggested that people are inspired by the opinions of others, with 70% of Americans say they look at reviews before making a purchase (The Drum, 2018). It is important that the hospitality industry uses this to their advantage. An example would be by sharing user-generated content, monitoring comments and hashtags and pinpointing locations through user check-ins. The information gathered can help gain insights on what customers want to see and the experience they want. This also creates brand awareness as well as connects the consumer to the content.
Trend 2 – Videos
If you haven’t already guessed, content is key. Content must be relevant, interesting and relatable. In recent times, it has become apparent that photo content is decreasing and short video interactions are increasing, it has been estimated that 80% of internet traffic will be video content in 2019 (thatagency.com, 2018). This, however, is an amazing opportunity as videos can be an effective way to interact with customers whilst. 52% of marketers say video develop and push brand awareness (Campaignmonitor.com, 2018).
Trend 3 – SEO Driven
As technology is changing, so is the way that consumers are searching for things. It is important to have an appropriate approach to the content that is being released. A current trend is to include long tail keywords or phrases (3 or more words) in your SEO strategy (Net Affinity, 2018). This is a cost-effective way to direct quality traffic to your website. SEO should also have voice search capabilities where possible. Voice search is becoming popular with 40% of adults now using this feature at least once a day (Net Affinity, 2018).
Trend 4 – Mobile Is A Must
Having a mobile-friendly website is a must for any industry, not just the hospitality industry. With society always on the run, it is important to have information at your disposal whenever you need it. Research shows that mobiles contributed 94% of year on year growth in e-commerce traffic in 2017(thatagency.com, 2018). The hospitality industry has such a potential when it comes to mobile-friendly use. Some of these include booking online, check in and itinerary updates which could also be developed into a loyalty app.
Trend 5 – Websites
When in the Hospitality Industry, it is vital to have a strong website and booking systems available. Ideally, a website with a booking agent that is easy to navigate contains correct information and is regularly updated is essential. Direct traffic is a result of a working system, however, correct hospitality marketing and promotions must be completed to drive direct traffic to your website.
Trend 6 – Personalisation
Personalisation is a key trend found in hospitality marketing. Simple things such as Personalising emails or geo-targeting allowing the business to send relevant offers based on location can make a huge impact. Personalisation does not need to be obvious and can remain valuable even when the consumer is unaware of its presence (Econsultancy, 2018). It is important to remain true to your brand. There’s nothing worse than blending in with the competition. Guests appreciate when a company is authentic and often this reels the guests in by the experiences you offer.
We hope you have enjoyed our insights on trends that are happening in the hospitality marketing. If you would know to know more, Desketing offers a range of Hospitality marketing. We can help you combat online booking agencies and discover how to attract more visitors and increase direct bookings for your hotel or restaurant through clever design and strategic marketing tactics. Contact us now!
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Blog.thatagency.com. (2018). 8 Hotel Marketing Trends for 2018. [online] Available at: https://blog.thatagency.com/hotel-marketing-trends-2018 [Accessed 27 Apr. 2018].
Campaignmonitor.com. (2018). 7 Travel & Hospitality Marketing Trends You Need to Know. [online] Available at: https://www.campaignmonitor.com/blog/email-marketing/2017/07/7-travel-hospitality-marketing-trends-you-need-to-know/ [Accessed 27 Apr. 2018].
Econsultancy. (2018). How six travel & hospitality brands use personalisation to enhance the customer experience. [online] Available at: https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience [Accessed 27 Apr. 2018].
Net Affinity Blog. (2018). 18 Hotel Marketing Trends For 2018 – Net Affinity Blog. [online] Available at: https://blog.netaffinity.com/infographic-18-hotel-marketing-trends-2018/ [Accessed 27 Apr. 2018].
The Drum. (2018). Why social media matters more than ever to hospitality marketing. [online] Available at: http://www.thedrum.com/opinion/2017/08/04/why-social-media-matters-more-ever-hospitality-marketing [Accessed 27 Apr. 2018].