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.