A hospitality business requires a steady flow of revenue to survive. Like any other business, you need to come up with creative ways to market your brand out there. People must know the services your offer and your location, which is only possible through a well-planned marketing strategy.
To promote your hospitality business, there are numerous possible marketing strategies. Each strategy is unique and highly effective when implemented correctly.
1. Use Social Media
Social media is a crucial marketing platform for every business. The good news is that social media is steadily growing day in day out. Using social media not only enlarges your customer base in seconds, but it also improves the brand’s search rankings in Google, Yahoo and Bing.
The truth is that the hospitality industry has an upper hand when it comes to the use of social media elements. Through social media platforms, you can establish millions of long–lasting relationships. However, the success rate depends on how you utilise the available features in Facebook, Twitter or LinkedIn.
Use the Facebook Offers tool to attract quality leads. You can set Facebook Offers directly from your Facebook page. Tweet regularly, and do not be afraid to ask your followers to retweet or mention your brand in their posts. Also, use videos and pictures since most people prefer visual digital marketing.
2. Streamline Buying and Booking Process
A hospitality business should have an online booking and buying platform. A survey of about 4,000 modern travellers from Australia, UK and the USA revealed that 80 percent of people prefer online booking¹.
If your hotel does not provide online booking options, you are missing a lot of opportunities to increase your sales volume. Make it simpler for the customers to book a room or make a reservation on your website. You can also create a mobile app that allows customers to do everything they want, including payments.
3.Use the Business Location as a Strategy
Business positioning is one of the oldest methods of marketing, especially in the hotel industry. According to marketing pundits, the strategy makes the brand different from others. For instance, a hotel in Singapore can use the name of the country to enhance its marketing strategy. A hotel located near Sydney Opera House or Sydney Harbour Bridge can take advantage of these two locations to attract more customers. These strategies work because most clients loathe fantasy experiences of the scenic surroundings and magic theme parks.
4. Invest in Training
The key function of the hotel industry is to serve customers. Therefore, you need to train the employees to meet the expected service standards that impact guest satisfaction. Investing in training equips your team with skills required in managing customer service. It also enables them to gain more experience in every facet of the hospitality business ranging from washing dishes to managing key segments of the business. Staff training is a serious thing in Australia’s hospitality industry. Through training, you teach the employees about tips on how to attract and retain customers through the RSA refresher program.
5. Value Your Customers
Customers value businesses that can provide a personalised experience. Customers who access personalised services in a hotel will most likely come back for more. They will also recommend the hotel to others. Therefore, it is vital you identify a unique selling point that allows you to provide a specialised treatment to customers.
Interact with your guests on a personal level. Refer to them by their names whenever you approach them. Make an attempt to remember their names the next time they visit. Ask the customers about their favourite newspaper and ensure you leave it by their doors every morning.
Add some handwritten welcome notes to give them a warm and personal touch. Train the employees to go to an extra mile for them. For instance, make an exception for a customer who overslept and missed breakfast. Also, provide a gaming system in the rooms and install a wide variety of games on it. This way, they will feel more valued and respected.
6. Survey Your Customers
Customer survey helps you design an effective marketing strategy. Ask the customers to fill out a short survey. Ensure the survey covers every detail you need to know such as the customer’s place of residence and travelling habits. Ask them how they knew about the restaurant and whether they would like to come back. Customer surveys also help you create a clear client distribution map. It gives you an opportunity to evaluate the business and improve if necessary.
While you survey customers, ask them whether they can allow you to visit them some day. It is also a good idea to sponsor events within your community. When you sponsor an event, you create more attention to your business. The result can be increased customer base and high rate of quality sales.
7. Network Widely
Networking is important when it comes to marketing in hospitality industry. It should be one of the top priorities in your hospitality business plan. Through networking, you can ask for connections and share with others about the quality of the brand. Ensure you attend business conferences and shows in the hospitality industry to increase your chances.
For further reading, check out this previous article on Marketing.com.au – 6 Big Mistakes Made By Hotel Marketers.
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- 7 Practical Strategies to Promote Your Hospitality Business - February 19, 2017