Increasing Your Hotels Revenue by Targeting Niche Groups

By Jennifer Dunphy Vice President of Sales & Marketing, Vayu Media | November 16, 2014

The average working American only gets 2 weeks of paid vacation each year. A measly 14 days to unwind and attempt to relax before getting back on the grid. When a guest arrives at your hotel, they may want to kick back and take it easy while enjoying spa treatments, go sightseeing at all of the area attractions, or they may want to have an adventure packed itinerary.

The key to creating the most desirable guest experience, with the best possible reviews for your hotel, is by targeting the right guest for your hotel. Marketing your hotel and deciding where to allocate your limited marketing dollars is arguably the most critical challenge that hoteliers face. Where is the best outlet to invest your marketing dollars? How much should you put in each avenue? How long should it take to see meaningful results? What will be your return on investment? These are all important questions that you must ask yourself as you prepare your budget for the next year.

In our rapidly evolving digital landscape the only thing you can count on for sure is change! There will always be a newer cooler technology or platform available that promises to get you in front of your targeted audience. So how do you choose the best outlets for your hotel?

In this article I discuss the questions that must be addressed, the mediums that must be covered and share real success stories from hotel owners like you.

What Type of Guest is the Best Fit For Your Hotel?

This is a tough question for many hoteliers, but before you can chose where to invest your marketing dollars, you must first determine who you are trying to reach. All too often hoteliers say that "anyone that travels" is their target market. Although it may be true that the hotel is suitable for anyone, there is certainly a select group of travelers that will fit in better than the average person. Furthermore, if you target the right guests you will have happier guests that leave better reviews for the hotel and refer the hotel to more people that will fit your targeted profile. Whether they share common interests, a similar hobby, come from the same country, belong to the same association or club, or simply share the same need, it is your job to figure that out so that you can attract more travelers that fit the profile.

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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.