Tips on How to Improve Your Hotel's Digital Marketing Strategy

Providing an insightful analysis and ten key tips to increase your chances of success within the digital marketplace

By Mark Brown Sales & Digital Marketing Director, Great Hotels of the World | November 25, 2012

With so much competition, it is extremely difficult to make your property stand out online. Technology is progressing so quickly, it is easy to get left behind while other properties steal the limelight. Digital marketing, especially for hotels, is becoming increasingly complex. Hotels now have to think about how to compete for guests in new channels, at every stage of the booking journey.

The five stages of the booking journey are:

  • Dreaming: 68% of business travellers watch travel-related online videos.

  • Planning: The average traveller visits ~22 travel-related sites during 9.5 research sessions prior to booking.

  • Booking: 37% of leisure travellers report that the internet prompted them to book, up from 28% two years ago.

  • Experiencing: 70% of business travellers check-in to their flights/hotel via their mobile device. Almost 1 in 4 hotel queries come from a mobile phone.

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Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.