Use These 2022 Hotel Marketing Strategies That Increase Occupancy and RevPAR
Hotels are always looking for new ways to market themselves and increase occupancy. This article will explore 2022 hotel marketing plans that work well in the hospitality industry.
Whether you’re a small mom-and-pop motel or a big chain like Hilton, these tips can help you find success with your guests.
What types of hotels do you manage?
Some possible answers I manage mid-market hotels.
I manage upper mid-market hotels.
I manage upscale and luxury properties.
Other (please explain):
While it’s important to find keywords that relate to your location and business type, consider the types of lodging you offer. If you run a hotel with over 100 rooms, chances are there are other options in your area.
For example, if you own an upscale property, don’t forget to add “luxury,” “resort,” or any other words consumers might use to describe similar types of accommodations. Remember: the more specific they are in searching for a place to stay, the better!
Even though Google has become one of the most popular ways people look up information online, remember to include keywords in your email copy. You can use words like “book now” or “reserve” in the subject line.
For example, if you’re sending an email about a summer sale, something like “Book your summer getaway ahead of time!” will catch their eye and encourage visitors to click through.
Tying it all together
As you can see, there are many ways you can target potential guests with hotel marketing efforts that will increase occupancy and revenue per available room (RevPAR)!
Make sure to market your site on social media, search engine optimization by choosing relevant keywords, and try direct mailers when appropriate.
And don’t forget public relations – hosting events or sponsoring local organizations is a great way to increase your hotel’s revenue and make it more attractive for travelers!
What is the marketing of hotels?
Hotels rely on marketing to bring in guests and increase occupancy. Marketing can be done through various channels, such as advertising, public relations, and social media.
Hotel marketers should also consider using direct mail, search engine optimization, and email marketing to reach potential guests.
What are some 2022 hotel marketing trends?
The most effective hotel marketing plans include advertising, SEO, public relations, content marketing, and social media. Let’s take a look at these in more depth.
Hotel content marketing and blogging
Blogging is a great way to increase the number of visitors to your site.
However, blogging is a great way to increase the number of visitors to your site and provide useful information about things like accommodations and activities in the area. Plus, it’s free! Well, almost. It’s like an annuity that keeps paying back.
And if you’re on top of SEO (search engine optimization), your posts may end up on search engines like Google, where they will be available for people looking for something related to your hotel!
Hotel advertising increasing occupancy rates and RevPAR
Hoteliers should think about where their target customers are spending time. Although print ads may have worked in the past, today, it is much better to invest in online advertising because travelers spend most of their time browsing for hotels.
Once you have an established website, advertising is another key component for increasing occupancy rates and RevPAR.
You can advertise through traditional outlets like television or radio. However, these can be costly because you need to pay for airtime (although some companies offer bulk buying discounts).
Digital ads for hotels and hotel marketing
And don’t forget about digital ads! These are less expensive to put out there but can be an effective way to increase the number of visitors to your site.
Plus, you have more control over where they show up – if you optimize it correctly, people looking for something related to your accommodations will see it when they visit certain sites on search engines like Google.
You should also be sure that your website is open for online bookings. Even though social media platforms or directories may help get the word out, having a direct link to your hotel’s page makes it easier for customers to respond quickly.
However, diversifying your ad channel selection to reach guests no matter which device they use – TV, mobile, tablet, or desktop – can help you get noticed and keep your brand top-of-mind to encourage repeat visits. Here are some great ways you can advertise your business.
Place ads on hotel search and booking sites: These can include TripAdvisor, Orbitz, Expedia, and Priceline.
Buy search engine keywords: Hotels should also consider buying their brand as a keyword and words that may be relevant to them, such as “hotel deals” or “luxury hotels.” This is paid-per-click (PPC) advertising; the top results will link to your site when someone types in those keywords.
Sketch out how you want potential guests to interact with your ad. If you’re running a local campaign for a hotel near a popular tourist attraction, try targeting ads toward people who live within 50 miles of the destination.
You could also offer discounts using ad keywords. Lastly, place PPC ads on sites that potential guests frequent.
If it’s a local venue, try geofencing to watch books climb! A must-have for hotel marketing.
Hotel public relations and hotel marketing
Hotel marketers can use messaging campaigns to promote their brand and convert past guests into new customers.
Another cost-effective way of reaching potential guests is hotel marketing through public relations. This often involves hosting events or sponsoring organizations – if you have a relationship with a local business, chances are you can work together to create an event that will bring traffic your way.
Here are some ways you could achieve this.
Offer social media endorsements: Hollywood stars and other influencers are often paid to post public reviews about a hotel on their social media channels. However, nothing stops hotels from offering free lodging in exchange for posts on Instagram, Twitter, Facebook, etc.
Provide helpful customer service: A great way to encourage positive online reviews is by giving guests an exceptional experience.
You can do this by going above and beyond their expectations – this could include helping them with transportation, calling so they don’t have to take a taxi or calling them a car after they’ve missed the shuttle back to their hotel.
Contact past guests: Another effective marketing strategy is to track down guests who have used your services before and ask if they would be willing to try you.
Social media for hotel marketing
Hoteliers can use social media to engage with their current and potential guests in meaningful ways. Here are some of the most effective ways to do this:
Create a Facebook page for your hotel: Guests love knowing the story behind the business they’re engaging with, which is why you should tell them yours by creating an official Facebook page for your hotel. This will be especially helpful when it comes time to share upcoming promotions.
A must-have for hotel marketing is Facebook and Instagram.
Offer special deals on Twitter or Instagram: Social media channels like Twitter and Instagram are great outlets for sharing discounts that could entice guests into booking another stay at your establishment.
Use social media engagement and take to social media if your target audience is there, too. Post regularly on Facebook, Instagram, and Twitter with new promotions or deals.
Try running a contest where guests can submit their photos of the hotel for a chance to win some prize – this has been shown to increase brand awareness while also driving foot traffic to your property!
Public relations are key when it comes to promoting any business. Attracting news coverage at industry conferences and other events is also an effective way of generating awareness about your hotel brand.
Hotel search engine optimization
Optimizing a hotel’s website has become the main focus of marketing today. Choosing proper keywords that will bring potential guests to your site is key! Search engine optimization (SEO) is designed to help search engines find your site and rank it higher in their results when someone searches for your selected keywords. Here are some good ones to use:
Hotel name: Obviously, this one should be used but also try using words such as “vacation,” “travel,” “getaway,” or any other related terms.
Location: If you’re trying to target locations where you already have a presence, make sure those words match what people would type into a search engine when looking for hotels.
For example, if you’re in Denver and want to target people in the Front Range, use “Denver” in your keyword list. If you’re in the loop – or somewhere well-known – try using that city’s name and add some adjectives. For New York City, that could be a “New York City luxury hotel.”
Seasonal keywords: You can also use words that are more seasonally relevant. These include things like “summer getaways,” “spring break deals,” or even just “vacation packages.” The main thing is to make sure they match your geographical location!
Existing guest promotions
Send direct mailers to your existing guests with discount offers for future stays. If they’re already familiar with the hotel, they’ll be more likely to return, knowing what to expect.
A must-have for hotel marketing is not to negate your house accounts.
Be sure your promotions are time-sensitive so people can plan their stay accordingly.
You don’t want them coming when you’re not expecting any revenue! This is also a good incentive for frequent travelers to choose your hotel next time instead of one down the street.
Find out what keywords potential customers are searching for online
The first step to increasing occupancy and RevPAR is to find out what keywords potential customers are searching for online.
We love Google Trends and Adwords for tools. This can be done by finding out which words they use in Google searches and other websites such as TripAdvisor or Yelp. Or easier, type the keyword in Google.
Choose them as important keywords when optimizing your site
Once you know the most commonly used words related to your business type, you can choose them as important keywords when optimizing your site.
The more specific they are about the place they want to stay at – i.e., the keywords they use – the more likely they will receive an increased number of online bookings.
Once you’ve chosen keywords, include them on your site. You can use words like “book now” or “reserve” in the subject line.
Also, remember that it’s important not just for potential customers but also for search engines like Google!
When people use their services, they’re looking for specific keywords, and if they don’t see them used on your site, there is a chance that your hotel won’t even show up on their lists.
Avoid keyword stuffing and hotel marketing.
Avoid Keyword stuffing, where every possible keyword is used as often as possible – it is frowned upon by search engines, so be sure to use these words sparingly. The best way to do this is by adding them to the copy of your email.
You can also use keywords in social media posts, blog posts, and other resources available on your hotel’s website.
It should go without saying, but it’s important to have accurate information about your location and all other pertinent information related to your accommodations.
Consumers will check several sources before deciding where they want to stay, so ensure you’ve done everything necessary to provide a great online experience!
Hotels email marketing
Finally, email marketing is another key component of effective hotel marketing tactics. This involves automated emails that reach out to potential guests when available at your place.
You can also use them to remind guests about their upcoming stay and suggest additional services they can use during their time with you.
Direct mail campaigns for hotels
Use to advertise special rates and promotions regularly. Mailings should be sent out at least four times per year if possible–ideally once every three months to hit peak seasons when demand is high and rooms are needed most urgently.
A must-have for hotel marketing is direct mail. Be sure to segment your lists.
Your mailing list should include past guests who stayed within the last two years and prospects based on their location preferences (local vs. non-local).
Conclusion about hotel marketing in 2023
Hotels can use various marketing strategies to increase occupancy and revenue per available room. Advertising, public relations, and social media marketing are all effective hotel marketing ideas for reaching potential guests.
Hotel marketers should also consider using direct mail, search engine optimization, and email marketing to reach potential guests. It is also important to have accurate information about your location and all other pertinent information related to your accommodations.
Consumers will check several sources before deciding where they want to stay, so ensure you’ve done everything necessary to provide a great online experience!
Once an established website, advertising through traditional outlets like television or radio can be costly. However, digital ads are less expensive and can effectively increase the number of visitors to your site.
If you’re looking for a place to stay, there’s nothing more frustrating than calling or emailing a hotel with no rooms available. Our hotel marketing tips are created to help you be successful!
They may work if you’re traveling off-season, but when demand is high, you must have enough accommodations to host everyone who wants your services!
After all, the only thing worse than not reaching your destination is trying another spot where none are readily available. With so many ways of reaching potential guests through hotel marketing plans, it should be easier than ever to fill up every room!
Hotel marketing companies like Matrix Marketing Group are here to help.
Sales Planning Tool
The model helps you examine four business scenarios that can help you improve your business performance.
For example, increase the size of your sales force, increase your sales organization’s close rate, decrease your sales cycle time, or increase your average order size and see what happens.
Determine the impact of each of these investment decisions on your top-line revenue and bottom-line performance.
General FAQs hotel marketing
How do hotels keep up with the high demand during peak seasons?
Not all hotels can keep up. Hotels under-utilized during the off-peak season have a chance to fill rooms during the peak periods, so this should be considered when forecasting occupancy rates. If you’re looking for a place to stay, it’s important that no matter which time of year you visit, there’s something available for you!
Is online advertising for hotels worth it?
Yes, online advertising for hotels can be an effective way to reach potential guests. Digital ads are less expensive than traditional advertising methods like television or radio, and they can be targeted to specific audiences based on their location and interests. Additionally, hotel marketers can use retargeting to reach guests who have visited their website but did not book a reservation.
What is the best digital marketing agency for hotels?
Several digital marketing agencies specialize in hotel marketing. These agencies can help hotels create a website that accurately represents their property, design an advertising campaign that reaches the right audience and track the success of their marketing efforts. Additionally, they can guide social media to connect with potential guests. Some of the best-known agencies include Matrix Marketing Group (International), ignite (UK), and Digital Garage (Japan).
Is content marketing important for hotels?
Yes, content marketing is important for hotels. Quality content can help hotels attract and convert website visitors into guests. Additionally, well-crafted content can help increase organic search traffic and improve a hotel’s online reputation. Hotel marketers should focus on creating high-quality blog posts, articles, infographics, and other types of content that will interest potential guests.