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

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.