Hotel Marketing Tricks Worth Stealing for Your Venue
While hotels and live entertainment may seem like very different industries, the desire to impress our customers and create loyal fans is something the two have in common. Which is why we think the hotel marketing lessons Entrepreneur contributor Firas Kittaneh collected are worth a look.
You can read the full list here, and check out our two favorites below:
“1. Cater to the buyer’s desire for an innovative experience.
Many large hotel corporations are discovering that modern travelers planning their itineraries are looking for more than just a bed and a room-service menu. With the rise of Airbnb and other home-sharing services, numerous outlets now exist for travelers to book a bare-bones sleeping accommodation. And studies suggest that these options are especially popular for millennial business travelers who take more frequent trips than their older colleagues.
But these travelers also want to spend less time in their rooms while in the hotel.
In response, hotel companies are aggressively marketing to these more social customers with experiences such as guest meet-and-greets, social happy hours, yoga classes, and hotel scavenger hunts. Such targeting perfectly illustrates sophisticated audience segmentation, a strategy that any company can use to create a more effective marketing plan.
Takeaway: When hotel companies see that their customers aren’t interested in the status quo any longer, they expend every effort to find out what marketing message will appeal to their specific clientele. Your company can do the same.
2. Pull out all of the stops for your loyal customers.
If there’s one area where the best hotels succeed, it’s in innovating the experience they offer to their most loyal guests. Of course, every customer is important and should be treated to an exceptional experience, but hotel companies know that repeat customers provide an inexpensive and reliable source of revenue, so they go all out when it comes to courting their continued loyalty.
Mobile technology is making it even easier for brands to connect with their repeat customers. For instance, industry giants such as Hilton, Hyatt, and Marriott have continued to add functionality to their rewards program apps, giving guests the option of actions such as selecting specific rooms and checking in online, or chatting with a member of the concierge staff so they can make requests without having to pick up the hotel phone or visit the front desk.
Takeaway: Mobile-based perks are something all customer-service industries should pursue.”
If you’re interested in learning more on how hotels create experiences and market to their guests, watch this TEDxBroadway video from Starwood’s Erin Hoover: