Branding Content Marketing Creative & Production Entertainment Strategy & Positioning Tourism Hospitality Convention

The tourist market is quite competitive with the ever-changing economy, fickle weather conditions and seasonal slumps. In light of these challenges, it’s important to bring your A-game when it comes to marketing strategy. As a Florida advertising agency, we partner with many clients in the tourism department and have found that with a few simple additions in your online tourism marketing plan, campaign strategies and outreach, business owners can boost their sales and become a destination spot.

Boost Business with Bloggers

Instead of a press release in a local paper or magazine, spread the word about your business among the online travel community. Gain traveling clout by pitching your destination to travel bloggers. Bloggers want to discover the untapped destinations, so talk about the latest and greatest and you could be among their list just by simply pitching your destination.

Here a few things to consider when reaching out to bloggers:

  • Create a press packet that has the background story of your business, what you offer, why you are unique, plus images that showcase your business. Send this packet along with your initial email for bloggers to get a handle on your business and also use the content for the blog itself.
  • Invite a blogger to enjoy a free dinner, one night at your hotel, etc. in exchange for a mention in their travel diary. Bloggers love being able to experience all things first-hand.
  • Not only can bloggers offer a write up about your business, they can also offer advertising. Consider purchasing ad space from a blogger that shares the same target audience as you and take advantage of their online traffic.

Great travel blogs: Hotel Belle, Camels & Chocolate, The Everywhereist, Delicious Baby, Johnny Jet

Get Social

Remember it’s all about connecting with the customer. The more communicative and personal your business is, the more a customer will feel comfortable buying into what your company has to offer. Start a Twitter, Facebook, Instagram and even a blog account to start the buzz about your business and add some personality.

Here are just a few ideas of how you can use social media to boost sales:

  • Post images and tips about other local spots that guests can enjoy while visiting your business-it may strike up some B2B relationships with other local businesses and will definitely boost your audience’s engagement with your business and local community.
  • Use these social media hubs as a platform for promotional campaigns. Run a holiday special for just Twitter and Facebook users.
  • Host a weekly or monthly photo contest using Instagram. The guest with the best photo wins a free meal, 10% of a service you offer, etc. It’s a great way to build positive social content and promote your brand.


Gain Referrals & Recommendations

Word of mouth referral is the best organic marketing tool out there and has quite a high conversion rate. However, it usually comes sporadically and doesn’t have a lasting or widespread impact. The next best things are online recommendations and referrals. Consider setting up business accounts with sites like Trip Advisor, Wanderfly, Yelp and Foursquare.

These services are free and will not only optimize your chances of being found online, but also give your audience a chance to leave feedback about their experience. Recommendation sites drive referral traffic and help your customer conversion rate climb. It also works as a great checks-and-balance system for you and your staff to uphold a high level regarding customer service and experience.

Contact us today to develop the perfect online tourism marketing strategy for your destination!




Audience Audience Segmentation Market Intelligence Tourism Hospitality Convention

“Where are you staying?” It’s a surmising question, in the same vein as “Who are you listening to right now?” or “What’s your favorite restaurant?”  For inquisitive trend conscious types, finding out a person’s hotel lodging preference is the equivalent of a dog sniffing another dog’s butt. The answer provides insight into that person’s character.
Stay at an affordable hotel, maybe you’re frugal; a centrally located hotel, you’re a tourist; a reliable chain, you’re unadventurous; traditional white linen, you’re stodgy; and so on, and so forth. Successful hotels in competitive markets know that the key to thriving is picking an angle and sticking with it; a hotel can’t hope to be everything to everyone, but if it can successfully emulate the preferences of a particular social set, it can wrangle loyal repeat customers. Herein lies the key to hotel marketing.

Expect the Unexpected

Hotelier Andre Balazs has unapologetically led the way on this front with his Standard Hotel properties. The Standard Hotel motto, “expect the unexpected,” eschews tradition and replaces it with anything bold and brash.  Balazs’ decision to focus on the uber trendy is bold and brash in and of itself. It’s a polarizing marketing strategy, but the recent advent of a fifth Standard location in New York City’s East Village –the other four are located in New York City’s Meatpacking District, Miami’s South Beach and Los Angeles—indicates it’s more than working.

A number of The Standard’s ad campaigns have fallen under intense public and media scrutiny for being too controversial. The most recent, titled How To be Politically Incorrect, features a series of photos by Australian artist Erwin Wurm. One such photo captures a woman urinating on a hotel room floor.  Not something you’d see from a Four Seasons.  And, Balazs has employed the structures themselves to act as built-in campaigns. For instance, floor-to-ceiling windows at The Standard High Line ensure that unabashed guests have the option of flaunting their naughty bits to street level passersby.

The point is, playing on an individual’s desire to be exactly that; an individual, is one of the most important strategies a hotel can employ if it hopes to keep that “No Vacancy” sign lit. It’s branding 101. [quote]Make sure your client knows exactly what he / she can expect from you and deliver, deliver, deliver.[/quote]

Location, location, location

Equally important for expanding hotels like The Standard is location awareness and understanding that location plays an important role in determining how to connect to a desired audience. While reckless exhibitionism may work for The Standards in New York and Los Angeles, the Florida extension is decidedly more even-tempered. A relaxed spa atmosphere is its primary selling point.

Florida Advertising Agencies

Florida advertising agencies astutely aware of the geographic benefits and limitations of the Sunshine State have the unique challenge of helping hotels with multiple locations, like The Standard, stay linearly on brand. What’s good for the goose isn’t always good for the gander, but sending a mixed message is equally damning. The trick is to finesse— to up play or downplay various aspects of a hotel’s branding nuances, depending on specific location, while still maintaining an underlying intended message. So, it’s choosing an audience and boning up on what works in various part of the world that can help a hotel prosper.

Looking for more creative strategies? Contact us today to help us develop your game plan!