Boutique Hotel Trends 2011
By Didi Lutz President, Didi Lutz PR | February 06, 2011
Another year for hotels has passed where little has happened in terms of the economy, but a lot has evolved in the spheres of marketing, communication, and the world of social media. Much has been learned during this time, and 2010 marked the year of digital media in hospitality. While the industry was fairly late in adopting social media, hotels thankfully realized its potential and caught up relatively quickly. While I am unsure of specific numbers and statistics, hotels keep joining Facebook and Twitter everyday. And as they learn how to feed these monsters the right information that can make a difference in the guest experience, it's important to keep in mind what trends are forming as the economy picks up, albeit at a slow pace.
Rethink marketing completely
With the economy as it has been the past two years, hotels will need to not only prioritize in terms of marketing strategy, but also implement creative tactics. Guests are inundated with promotions and information everywhere these days – from Sunday paper to last minute specials via text - and rethinking your marketing approach will be key. Hotel marketing is currently shifting dramatically; many components affect this change and its important to hire professionals to get your property's brand ahead.
Digital crowd-sourcing may not work for you
We've all seen the hype about Foursquare and Gowalla, currently the two giants in the geosocial market. There are hotels who are embracing digital crowd sourcing via promotions (i.e., check in via Foursquare and get a free spa treatment, etc.) Large hotel chains have started some promotions, but we're not sure where this is going. While digital crowd sourcing has excellent marketing potential, such as competing for mayorship at a property, it has some serious drawbacks like privacy and security that keep the lines a bit blurred right now. It makes more sense to study your existing digital media channels and how well those are working for you before leaping into something completely new.
Embrace hyperlocal on a global scale
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