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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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.