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HOTEL BUSINESS REVIEW

JUNE FOCUS: Sales & Marketing

 

How To Leverage New Tech To Reach New Guests

By Amy Draheim Founder, ABD Creative | June 2021

This past year, everything changed. From the way shoppers shop to the way travelers travel, some would argue that life would never be the same. Others might speculate that we'll quickly bounce back to our old ways (just look at Texas and Florida). My bet is that we'll land somewhere in the middle, never fully abandoning the new technology of our times, particularly the products/services that saved us time and money (and kept us safe from contracting a deadly virus).

Technology is at least partly to thank for our survival. It's allowed us to maintain work relationships (thank you, Zoom), personal relationships (FaceTime), and professional relationships (Clubhouse), while also keeping us entertained (TikTok), and informed for better or worse (Facebook/Twitter). We have technology (and the work of doctors and scientists) to thank for the mRNA vaccines that are being rapidly distributed and administered across the country to help us get back to "normal" again.

In addition to saving lives, new tech has also proven to be a linchpin in saving the hospitality industry. Think of the restaurants forced to close their doors to in-room dining who've launched ghost kitchens since then, taking advantage of mobile ordering and deliver apps, while keeping operation costs low. Some home chefs used DIY-website builders to launch side-hustle 'apartment kitchens' after finding themselves unemployed. In fact, many aspiring entrepreneurs found themselves with a rare opportunity: time and space to turn their idea into a bonafide business, with new tech speeding up the launch and delivery like never before.

At the same time, hotels have needed to adopt new and existing tech in order to appeal to today's travelers, during the pandemic and on the road to recovery. Here are six ways hotels can leverage new tech to reach new guests:

1. Roll Out Text Messaging (once and for all)

When it comes to keeping guests close, but not too close, text messaging may be the answer. This tech has been around for a while, but it's never been more valuable. You can provide complete, virtual concierge services, from restaurant recommendations to room amenities, all through text message. Text messaging is proof positive that we can be touchless and thoughtful when it comes to guest communications. Engaging with guests throughout their stay via text message is a great place to start.

2. Get with the Instagram Reels/TikTok Program

Social media is constantly evolving and continues to be a great way to reach new guests. This isn't about reaching millennials alone, in fact, 40% of TikTok users are moms, and we know that moms are making the majority of spending decisions for the family, including planning vacations.

Facebook, Instagram, and even LinkedIn, are constantly rolling out new features that change the way users engage on the platform. Then there's TikTok, the social media disrupter that's changed the way we consume content across all of these other platforms in the last year. If your social media strategy continues to rely on static imagery, then you've also noticed your engagement decreasing as platforms put short form video content first because video is more engaging than static imagery.

Hotel marketers must adapt to this new technology if they hope to reach new guests. Use the new features that are being rolled out by leveraging and repurposing your existing assets. Short form video is earning 10x the engagement of static imagery alone, and it's been proven to drive bookings. What are you waiting for?

3. Leverage Email Automation for All it's Worth

Send more Stay Cycle messages.

It's so important to check in with guests during their stay, and if you're not ready to roll out a text app, consider sending more Stay Cycle emails. Specifically, add a mid-stay email to ensure your guests are having a good time. If you've limited housekeeping services due to the pandemic, guests might be missing fresh towels. A message that asks simply if anything would make the guest's stay more comfortable, sent on the second morning of a multi-night stay, keeps things open-ended. Hopefully, they'll tell you that everything is great, and they'll appreciate the check in.

If there's room for improvement, you'll have a chance to fix the problem before the guest departs and gets on TripAdvisor to write a less than savory review.

Update Life Cycle messaging, too.

Speaking of good old reliable email, if you're currently sending Life Cycle communications, be sure to take a look at your active campaigns from the lens of today's customer. Don't pull the plug on automated messaging, just make sure the messages reflect the new guest experience. It's not enough to engage with past guests, we need to be thoughtful about that engagement. Your past guests are already warm leads, making them more likely to return particularly in a post-pandemic world. Past guests, and current guests, can also amplify your messages by sharing their experiences and what you're communicating, with others.

4. Join the Club(house)

It's LinkedIn for millennials, and it's a powerful tool. There's a new crop of hoteliers and consumers driving change in our industry, and great conversations are happening on Clubhouse surrounding industry recovery, travel trends, and sales and marketing strategy. From unlimited stays to hotels built for digital nomads, and artists in residence, the tide is shifting, and Clubhouse is a great way to remain afloat and relevant.

As we begin to reengage with past guests and welcome people in, many hoteliers are looking to do things differently. Some are rethinking F&B, others have built biophilia into their design, and many are actively reimagining meetings and events. Smart hoteliers are forging relationships with influencers, a cost-effective way to reach new guests. Turns out, influencers are hanging out on Clubhouse too, and they're eager to partner.

5. Bring Influencers into Your Marketing Mix

Influencers have become major hotel marketing partners in recent years, thanks to their extensive knowledge of how to leverage social media platforms. With hotel budgets not quite back at pre-pandemic levels, hotels can leverage the power of influencers at a fraction of the cost of traditional advertising. Since consumer behavior is highly influenced by peers, influencers are key in reaching and attracting new guests. The challenge, of course, is finding the right partner.

Seek out influencer partners with niche audiences (also known as micro- or nano-influencers) that match your audience demographics, especially those with omni-influence across multiple channels. If the influencer has a website or blog that's updated regularly, be sure to include a dedicated blog post as part of your ask. In return for a comped stay and a small per diem, influencers can deliver a package that's inclusive of a blog post, social posts, and photography assets.

It's that blog post that will drive clicks through to your website and potential bookings. Then again, if you're just looking for social growth and clout, an influencer with a large audience on social media might be enough for you.

6. Use Data to Drive Incremental Revenue

With contactless transactions on rise, many F&B outlets that managed to stay open throughout the pandemic leveled up their transaction process by moving apps like Square to manage payments. This no touch, one touch technology comes with certain advantages for marketers. Square, in particular, offers a very simple user interface to review transactions. In the last year, Square also offered free email marketing services and digital gift cards, as a benefit to restaurants slogging through these challenging times.

Since these virtually touchless transactions rely on customer information stored in your phone, Square is able to capture email addresses and store them in their database. Tap into that database to send email messages to drive reviews, gift card sales, and to put special offers in front of past guests. This is an amazing way to drive incremental F&B revenue to your property. Best of all, Square's platform offers analytics to track the ROI of each individual campaign.

When it comes to harnessing new technology to attract new guests, small tweaks to your existing strategy can make a big difference. Start by taking inventory of the apps and platforms you're already using to ensure you're getting the most out of them. Whether you choose to roll out text messaging or lean in to email automation via Stay and Life Cycle campaigns, communicating with past guests is one of the easiest ways to drive future reservations, and incremental revenue, to your hotel.

When it comes to social media, experiment with new features including short form video, as they come online and continue to evolve. Add influencers to your marketing mix to stay on top of the latest social media trends and to reach new guests. If you're looking for fresh ideas or only now realizing that the old ways of doing things aren't working in this new world, get on Clubhouse. Join the conversations that are moving our industry forward. Leverage technology, in all of its evolving forms, to continue to attract new guests to your property.


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If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

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