As the hotel and hospitality industry continues to evolve, businesses need to stay up-to-date with the latest marketing trends. With the proper use of market research and analytics tools, marketing automation, social media, and targeted customer segments, hotels, and resorts can gain a significant advantage over competitors who do not do so.
In this article, we will discuss the top 2023 technical hotel marketing trends.
Market Research and Analytics Tools
In 2023, hotels and resorts are adopting market research and analytics tools to understand their customers better and make data-driven decisions. With the vast amount of data available, ignoring these insights is counterproductive. These tools can provide insights into customer demographics, behavior, and preferences, allowing businesses to tailor their marketing strategies accordingly. Hotels that do not use such tools risk falling behind their competitors in understanding and meeting customer needs.
Marketing Automation
Marketing automation is another trend that’s being discussed frequently in marketing meetings. Automation can save hundreds of hours of labor weekly and increase customer experience, leading to higher conversion rates and increased revenue. Customer Relationship Management (CRM) implementations are essential in every modern marketing setup. Automation can handle guest communications, from booking confirmations to post-stay surveys, enabling staff to focus on more personalized interactions and improve other aspects of sales and marketing.
Social Media
Social media keeps growing stronger year after year. According to recent data, social media is an important influence factor in hotel selection in over 35% of hotel reservations. However, the social media landscape is fragmented, with different platforms serving different purposes. Hotels and resorts need to be present on Facebook, Instagram, TikTok, and other platforms to reach customers effectively. Content should be aligned to each platform accordingly, keeping in mind that people open social media apps with different purposes, whether it’s for entertainment, to be informed, or to enjoy some eye candy. Hotels should also consider paid ads on platforms like Facebook and Twitter, as people there are more likely to book direct.
Targeted Customer Segments
Being able to address customer segments in appropriate ways is another important trend in 2023 marketing. Using market intelligence and customer insights from GuestRadar and other sources, hotels, and resorts can understand who visits their destination and why. With this information, businesses can tailor marketing efforts to specific customer segments, whether it’s families, solo travelers, or business travelers. By targeting specific segments, hotels can create more personalized experiences for guests, leading to higher customer satisfaction and loyalty.
In conclusion, the hotel and hospitality industry is evolving rapidly, and businesses need to stay up-to-date with the latest marketing trends. By adopting market research and analytics tools, marketing automation, social media, and targeted customer segments, hotels, and resorts can gain a significant advantage over competitors who do not use such tools. These trends are not only important for attracting new customers but also for retaining existing ones. Hotels and resorts that can effectively use these trends to their advantage will be more likely to succeed in 2023 and beyond.