Hot trends in hotel advertising: Subtlety works best
“I want a feast
I want a bean feast
Cream buns and doughnuts and fruitcake with no nuts so good you could go nuts.
I want a ball
I want a party
Pink macaroons and a million balloons and performing baboons and
Give it to me now.
I want the world,
I want the whole world.
I want to lock it all up in my pocket
It’s my bar of chocolate
Give it to me now!
I want today
I want tomorrow
I want to wear them like braids in my hair and I don’t want to share them
I want a party with roomfuls of laughter
Ten thousand ton of ice cream
And if I don’t get the things I am after
I’m going to scream!
I want the works,
I want the whole works!
Presents and prizes and sweets and surprises in all shapes and sizes,
Don’t care how I want it now!
Don’t care how I want it now!”
The above song may be a harmonious tantrum performed by one Veruca Salt in the 1971 film adaptation of Charlie and the Chocolate Factory, but the lyrics speak to the way a hotel should perceive its guests. That’s not to say that all guests are sniveling, snotty-nosed adolescents, but for an industry that deals in comfort and convenience, it doesn’t hurt to operate under that assumption. The average overnighter takes for granted the luxuries a hotel provides. So when something does go awry, no matter how miniscule, the concierge often takes an ear-licking.
Guests expect their stay to go off without a hitch. They don’t want to see an establishment’s seams, so to speak. So, a hotel must present itself as competent, discreet and ahead of the curve. There are numerous approaches that can be taken to this end. Here, we discuss four:
1. Street propaganda:
Guerrilla marketing, a low budget, avant-garde approach to self-promotion can be highly effective in portraying an out of the box, curatorial image to a potential client; it also falls into the discreet category. A good propaganda campaign should promote with clever subtlety. Our Florida advertising agency knows the value of this technique lies in its ties to social media marketing. A really creative guerrilla strategy can take on a life of its own by inspiring observers to document their reactions through Twitter, Pinterest, Instagram and countless other social media sites. The following link demonstrates several examples of unique street propaganda:
2. Easy online accessibility:
Hotel’s must make their website accessible and up-to-date. The site should leave no question unanswered. A customer should be able to book a room, dinner reservation or spa appointment with the touch of a mouse. They should be able to speak to a hotel representative via online chat. Basically, a hotel’s website should act as an interactive reception desk. Daily updates and notices regarding not just the hotel, but also the surrounding area can be helpful as well. It pays to work with a good developer who is aware of the latest advents and limitations of the Internet.
3. Go green image:
Environmentally conscious business practices are key. More so than a hotel making sure it’s operating with the tiniest footprint it can muster, it should also promote these efforts to its guests. If the restaurant in the hotel only uses organic, farm-to-table ingredients, this should be made known. If the lobby motif is made from recycled materials, shout it from the rooftops. After all, green is definitely the new black. Guests will respect any effort to that end.
4. Respond to online comments:
Yet another cheap and fruitful way to make a positive impression with an audience is to keep up with what that audience is saying. This is sort of a no brainer, but to be truly effective, don’t just keep track of sites like Trip Advisor or Travelocity. Instead, reply to comments, be those comments good or bad, with useful information. If a past guest complained about an obstructed room view, apologize and offer them a room with a better view during their next stay. If another applauds the tuna tartar at your dining establishment, thank them kindly and tell them they’re a real mensch for saying so. This practice makes a hotel seem more human; less like a machine on autopilot.
In search of a hotel advertising strategy to ensure that your visitors will also become your biggest fans? Contact our team of marketing experts today!