The 10 Biggest Mistakes in Hotel Digital Marketing
By Dave Spector Partner, Tambourine | June 14, 2015
Over the years, my team and I have seen it all. We've also made and fixed every marketing mistake imaginable. From not asking owners for the proper budget, to ignoring past guest data or ignoring guest reviews, we've made all the missteps that we still see many hotels making today. But, those types of blunders can make you smarter. That's why we want to unveil them to you (and offer solutions) so you can easily spot the common issues that are barricading your hotel's revenue-producing efforts.
With more than 25 years of hotel marketing under our belt, my team and I have seen, created, and fixed it all. We've also made all the marketing mistakes you could imagine. Pinpoint something that could go wrong with a campaign and most likely, we've been there. We want you to learn from our mistakes, as they're likely the same ones you're making right now.
Here are the Top 10 Biggest Mistakes In Hotel Digital Marketing. You may be surprised to discover that some have nothing to do with the actual digital marketing activity… How many is your hotel guilty of?
1. Believing Flashy Marketing Can Mask a Bad Product
Don't oversell or overhype your hotel, unless your product is genuinely worthy of it. This is about being honest with your yourself and your guests. If you're selling an inferior product, first order of business should be to fix it. Don't rely on staged photos or flowery copy to put lipstick on your pig. If you set expectations too high and disappoint your guests, they WILL get back at you. Whether that's bashing you online or complaining disdainfully to your front desk staff, they'll find a way to unleash their anger of being 'duped' by your devious marketing tactics.
The smartest (and most cost effective) place to begin improvements is with your service. First, let go of the bad apples in your staff. Then, reiterate your hospitality standards until your staff feels empowered to do what it takes to make your guests happy.