Four Hotel Marketing Trends to Watch in 2024
By Kara Freedman Complex Director of Marketing, Conrad New York Downtown & Conrad New York Midtown | February 2024
When thinking about marketing holistically, we are often posed with this question: do we develop initiatives, which are backed by consumer data, that we know will align with our guests' interest and create a marketing strategy, or do we take the interest of our guests and build out strategies which appeal to what they have already told us their interest in?? Similar to the chicken or the egg question.
The answer, however, is we do both. There are four hospitality marketing trends I expect to see in 2024, some of which are driven by the hospitality community and some by guests' interests.
1. Sustainability and Green Initiatives
One prominent trend that is set to define the realm of hospitality marketing in 2024 is the seamless integration of sustainability and green initiatives into marketing endeavors. Acknowledging the irrefutable reality of global climate change, as underscored by reputable sources such as NASA and many others, hotels are increasingly recognizing the imperative to cater to the eco-conscious inclinations of contemporary travelers.
The commitment to sustainability is not a newfound focus for the hospitality sector; however, the innovation lies in how hotels communicate and market their eco-friendly initiatives. As leisure travelers conscientiously strive to reduce their carbon footprint, they seek information about a hotel's environmental practices with the same enthusiasm as they explore amenities. The transformative shift in 2024 lies in the accessibility of this information. I anticipate that hotels will make concerted efforts in 2024 to share their green initiatives prominently on their websites and across social media channels, providing guests with easily accessible insights into their eco-friendly practices.
A facet of this trend involves hotels showcasing the tangible impact guests make by participating in these green initiatives. For instance, a program like Clean the World, where hotels can work with to recycle soap, becomes not just an internal effort but a story told in marketing narratives. Guests contributing to these sustainability endeavors will be celebrated and integrated into the overarching hotel marketing strategy.