“Marketing is about giving your prospect EXACTLY what they want and a marketing strategy will differ according to a hotel’s location, its accommodation style, etc.
If you are a General Manager or an internal marketing lead within the hotel industry, you need to take a step back and look at what is happening in your immediate surroundings; the culture of your city, the ebbs and flows of society, what people are speaking about and the current Covid19 regulations.
The world has changed and so have the expectations of our guests. My advice? Scrap what you think you know about your target market and approach your business with fresh eyes. This is THE biggest differentiator between market leaders and market survivors. They are founded in the depth of research they do to understand their target market so they can truly begin to craft offers that the target market can’t refuse.
How you do this is an entirely different thing. At a bare minimum, you should spend the next month understanding your local market, reading comments on local social media accounts that have an engaged following and having coffees with people outside your industry who might be your ideal customer so you can truly understand their ‘frame of mind’, i.e., their hopes, dreams, what they fear most right now and their current pressures.
When you get into the mind of your ideal customer, you begin to know what and how they think. From a place of deep research you can begin to deploy offers that they can’t refuse because you’re giving them exactly what they want.
This is marketing that drives ROI – based on deep research and thinking like your end consumer to the point they start saying “I felt like you were talking directly to me, you knew what I was thinking”. Speak to their needs, capture their attention and treat them well and you’re more likely to make them a return customer both in high and low season.”