Multicultural Marketing for Hotels
By Jennifer Dunphy Vice President of Sales & Marketing, Vayu Media | May 04, 2014
With the advancements in digital media, it has become increasingly more important to become hyper targeted with your marketing strategy. This includes better targeting your audience segments and tailoring the messages and campaigns specifically to them, their culture, their interests and better yet their native language. Multicultural marketing campaigns that target specific demographics with a culturally relevant and on point message, yield high rates of return for hoteliers.
The present multicultural market has been growing leaps and bounds and is quickly evolving into a new type of customer-influencing mainstream culture, especially within the travel and leisure segment. Members of this market are younger, more acculturated, more tech-savvy and most importantly, have tremendous buying power that offers hoteliers significant growth opportunity that cannot be ignored. They are utilizing mainstream media, social media and mobile devices more than the general market. Multicultural consumers are the new mainstream and the use of traditional marketing methods alone is no longer sufficient to reach them and make the necessary impressions that will drive increased bookings.
Understanding Your Guest Demographics
As global commerce continues to grow and evolve and customers move from one corner of the world to another, the hospitality industry will continue to become more international. This presents an excellent opportunity for hoteliers to cross over into multicultural marketing and grow their potential guest scope.
Knowing who your ideal guest is and clearly understanding their demographics and cultural beliefs will allow you to better target these desired guests and better relate to them once they arrive at your property. Demographic reports on consumers can provide baseline knowledge allowing hoteliers to understand which existing market segments they can strengthen while identifying areas of opportunity and more importantly, wasted opportunities in other market segments. Cultural immersion is another way to obtain valuable market intelligence that will help you to better understand both the culture and the needs of the guests that are filling your rooms. Once the ideal targets have been identified, the next step is to better understand them. Learning why consumers travel, when they are most likely to vacation, where they prefer to stay, what they like to do while on holiday or business travel, and their preferred means for transportation, is critical for crafting a customized message to reach them.
The Hidden Opportunity in Multicultural Marketing