10 Keys to A Great Hotel Digital Marketing Strategy

CAPO Boutique Hotel and Resort & image courtesy of Carl Gerges Architects

Starting a hotel business is a complex and challenging endeavor, but with careful planning and execution, it can also be a lucrative one. One of the key elements of a successful hotel business is a strong digital marketing strategy. A well-developed digital marketing strategy can help hotels showcase their offerings, build their brand, and drive revenue.

What is hotel digital marketing?

A hotel digital marketing strategy is a plan that outlines how a hotel can use digital channels and tools to reach and engage with potential guests, drive bookings, and increase revenue.

Some examples of digital marketing tactics hotels might use include creating and maintaining a website, running social media advertising campaigns, using email marketing to communicate with potential guests, and leveraging online review sites to manage the hotel's reputation.

Why is it important to have a hotel digital marketing strategy?

Having a hotel digital marketing strategy is crucial because it enables hotels to reach potential guests where they are spending their time online, optimize their marketing efforts and stay competitive in a crowded market. By setting clear goals and identifying the most effective marketing tactics, hotels can showcase their offerings in a compelling way and draw in more customers.

10 tips for hotel digital marketing strategies 

In today's digital age, it is essential for hotels to have a presence online and to be able to reach and engage with potential guests where they are spending their time - on the web and on social media. Whether you are just starting out or are looking to refresh your hotel's digital marketing efforts, here are some key steps to consider as you develop your strategy…

1. Create a strong website

Having a strong website at the hub of your content marketing serves as the central location for your hotel digital marketing strategy. Your website should provide potential guests with interesting, compelling, and necessary information about your hotel. It can establish trust and brand identity with potential guests, while sharing valuable content about your hotel and the local area. In this central hub, visitors coming from all kinds of content marketing efforts can find what interests them and easily explore more.

On top of providing information potential guests need to know about the hotel, such as accommodation offerings, local attractions, and policies, the website should encourage visitors to take the next step and book a stay.

It’s also helpful to optimize your website for mobile devices and include links to the hotel's social media accounts so visitors can find and follow you on the platforms of their choice.

One hotel that displays a robust homepage is Blackberry Farm Luxury Hotel and Resort. This page effectively organizes links to social media accounts, insightful blog articles, and eye-catching calls to action that entice users to learn more.

2. Use social media to connect with your audience

Social media platforms like Facebook, Instagram, and Twitter are excellent channels for engaging with potential guests and promoting your hotel.

By posting photos and videos of the hotel, sharing information about amenities and services, and highlighting local attractions, hotels can showcase their offerings to potential guests. They can also use social media to answer any questions potential guests may have about the hotel, which can help build trust and establish a personal connection.

Make sure to tailor your content to your target audience and regularly post updates to keep them engaged with your hotel’s brand.

3. Leverage email marketing

Email marketing can be an effective tool for hotels to reach out to past guests and engage with new ones. Hotels can use email marketing to send newsletters, targeted emails, abandoned cart emails, and automated emails. This can help keep the hotel top of mind and encourage potential guests to book a stay.

Hotels can also segment their email list based on factors such as location, interests, and past bookings, and send targeted emails to these different groups. For example, a hotel could send an email to past guests in a particular location promoting a special offer for a nearby location.

Email marketing automation tools can also be used to send automated emails based on specific triggers, such as when a potential guest subscribes to the email list or when they make a booking. Email marketing platforms like MailChimp and Drip allow you to send special offers, promotions, and updates directly to your email list with ease. These automations can save time and ensure that the right emails are being sent to the right people at the right times.

4. Invest in search engine optimization (SEO)

By optimizing your website for search engines, you can increase the visibility of your hotel to potential guests searching online. This can involve implementing technical SEO techniques and creating high-quality, keyword-rich content. These SEO efforts will help your hotel’s website rank high in search, leading to more potential customers.

Take Montage Cay for example. This island resort property optimizes their website by including specific keywords that include the location of their business (e.g. "Residences in Caribbean"), which makes it easier for potential guests to find them when searching for accommodations in the area.

5. Utilize online travel agencies (OTAs):

Online travel agencies like Expedia and Booking.com can promote your hotel by listing it on their website, offering promotions and discounts, marketing your hotel to their customer base, and providing an easy booking process. These efforts can help increase your hotel's visibility and attract more bookings. OTAs can be a valuable marketing partner for hotels by making it easier for potential guests to find your hotel and book a stay.

6. Utilize pay-per-click (PPC) advertising:

PPC advertising can be an effective way for a hotel business to reach and engage with potential guests. PPC ads allow a hotel to place ads on search engine results pages or other websites and pay only when someone clicks on their ad. This can be a cost-effective way to drive traffic to the hotel's website and increase bookings.

PPC ads can also be targeted to specific demographics, locations, and interests, which can help a hotel reach a specific audience that is more likely to book a stay. PPC campaigns provide detailed data on how well the ads are performing, which can help a hotel optimize their campaigns for better results.

7. Create content to drive traffic and engage your audience

Create valuable, informative content to attract potential guests and keep them engaged: By producing high-quality content about your hotel and its offerings, you can attract potential guests and keep them interested in your brand. This can include blog posts, videos, and social media updates as part of your content marketing efforts.

Chelsea Barracks is effectively using content creation as a part of their digital marketing strategy by creating a range of engaging and informative content that is likely to be of interest to potential guests. By dividing their content pillars into "Stories," "Film," "News," and "Events" on their “Journal,” the website is able to highlight a variety of topics that can appeal to a wider audience of visitors.

8. Use retargeting and remarketing

Retargeting and remarketing can help hotel businesses engage with potential guests who have already shown interest in their business, increasing the chance of converting them into customers.

For example, placing a cookie on a visitor's browser allows a hotel to show ads to that visitor as they browse other websites, which can help bring them back to their site and encourage them to book a stay.

Retargeting and remarketing campaigns can also be customized to show different ads to different audiences based on their interests and behaviors.

9. Utilize online reviews and ratings

Online reviews and ratings can significantly impact a potential guest's decision to book a stay at your hotel. To take advantage of this, it is important for hotels to encourage past guests to leave reviews on popular review sites like TripAdvisor, Yelp, and Google. This can help build up a reputation for the hotel and increase the likelihood that potential guests will choose to book a stay.

It is also important for hotels to respond to any negative reviews in a timely and professional manner. Negative reviews can be frustrating, but responding in a calm and constructive way can show potential guests that the hotel cares about their experience and is willing to address any issues that may arise. This can help mitigate the impact of negative reviews and show potential guests that a hotel values customer service.

10. Experiment with new technologies

The world of digital marketing is constantly evolving, and new technologies for hotel marketing are emerging all the time. Keep an eye on industry trends and consider experimenting with new technologies that may be able to help you reach and engage with potential guests in new and innovative ways. You might be surprised what new technologies can do to make your hotel stand out from the competition.

Elysium Collection Villas & image courtesy of TABARQ

We Can Help You with Digital Content Marketing for Your Hotel

There are various facets, strategies, and tactics to a digital marketing plan for hotel businesses. Some of these strategies include informative websites, engaging social media posts, and clever ad campaigns through wide-reaching platforms.

By leveraging these digital marketing tactics and channels, hotels can effectively showcase their offerings, build their brand, and drive bookings and revenue. While starting a hotel business can be challenging, careful execution can help ensure that it becomes a rewarding endeavor.

Want to learn more about how to effectively implement these digital marketing strategies for your hotel? Visit the Proven Partners Digital Marketing page to get started.