Advertising In Hospitality And The New Advantages In Today's Technology

By Adam Gillespie Founder, BroadView IP | January 13, 2019

Hotels now have the ability to target guests with advertisements in a variety of different ways, from targeting a guest who is searching on Google, Bing, and Facebook for hotels, advertising platforms offer ways for hotels to get in front of the guest before they book their stay.

Using Direct Advertising Online, And On A Device

Once a guest's information is registered to the hotel, ads can be targeted from the welcome and promotional emails, ads can also be served to the users that use onsite guest experiences such as in room tablets, phones, and mobile entertainment systems. 

From an advertising perspective, Google dominates the online search world, holding 63 percent of the market and 98 percent reach in the internet ecosystem, including its display network. Hoteliers that haven't made Google Ads part of their marketing budgets may already be behind the curve. 

Hotel marketers need to organize their objectives, digital assets and first-party data such as website, app and customer-relationship management. the data the platform provides can tell marketers a lot-if used properly. Hoteliers must make sure to put conversion tracking in place, making it easier to attribute what channel, placement, tactic and creative mix delivers against key performance indicators. 

Google Ads and other advertisement platforms might seem too complex to figure out a return on investment, but these platforms can tell marketers a lot of data about their guests preferences if used properly.

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.