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  • Sales & Marketing
  • Make Your Guest a Member of Your Hotel's Tribe

  • Question: What do Harley Davidson, Southwest Airlines, Lexus, and Oprah have in common?

    Answer: They are all experts in generating revenues by making their customers tribal members.

    In a business environment filled with countless competing hotel brands, the only way you can really win big is by making an emotional connection with your guests. In other words, you have to capture their hearts. Lists of features and benefits alone cannot differentiate your brand and drive revenues anymore.

    By definition, human beings - i.e. consumers - are social creatures. We have a strong sense of community, of wanting to belong to something. Our tribal urge is strong. Remember studying Abraham Maslow's hierarchy of needs in school? He tells us that, once we have our basic survival needs met - food, water, shelter - we are motivated by our need to be a part of something larger than we are. We want to belong to a group or a community. So it is natural that consumers want to connect with brands that give them a sense of belonging to something special.

    We all like to think that we are intellectual buyers, that we are smart consumers who analyze the pros and cons of what we buy. ...

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Hotel Business Review Sales & Marketing

Simon Hudson
Laurence Bernstein
Tema Frank
Janine Roberts
Brenda Fields
Max Starkov
Tema Frank
Robert King
Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.