Leveraging Basic Marketing Psychology to Hook Travelers to Your Hotel Brand
Marketing and psychology are not often considered core components of hotel education, making this science-based article particularly valuable for hotel marketing teams seeking to genuinely connect with travelers. By tapping into the subconscious desires of potential guests, hotel marketers can create compelling campaigns that resonate with their target audience and ultimately increase bookings. This article will explore the simplest application of Maslow’s hierarchy of needs to hotel marketing, as well as how to address sexuality and prestige in your hotel marketing communication strategy. Not something hotel managers are discussing in sales meetings.
Maslow’s Hierarchy of Needs: Building Trust Through Basic Needs
To successfully capture the attention of future guests, hotel marketers should consider Maslow’s hierarchy of needs. This psychological theory suggests that individuals are motivated to fulfill their most basic needs first, such as physiological needs like good sleep, good food, safety, and comfort. By subtly and non-verbally communicating that your hotel or resort can satisfy these needs, you can develop trust in the subconscious of potential guests.
Sexuality: A Powerful Desire in Travel Planning and Hotel Selection
Sex is a significant aspect of vacations for many travelers, including couples, honeymooners, and even parents on family vacations. Hotel marketers should should not shy away from this fact, and create marketing materials that make it easy for potential guests to imagine intimate moments in the hotel rooms. This can be achieved effectively by great bedroom photography, pictures of bathtubs, private pools and communicating complete privacy.
According to multiple independent studies, over 85% of men and 67% of women try to envision themselves engaging in sexual activities in a hotel room while browsing booking platforms, hotel websites, and OTAs like Booking.com. By incorporating suggestive room photography and messages that cater to this desire, hotel marketers can create a more enticing and persuasive marketing and advertising campaign.
Using sexuality as a marketing tool is a proven, and safe to say overused method in fashion, lingerie and even interior design companies.
Prestige: The Drive to Impress and Share
Another crucial aspect of a successful hotel marketing communication strategy is addressing the desire for prestige. People want to feel proud of their choices and share their experiences with friends and family. To capitalize on this motivation, hotel marketers should ensure that their product presentation is grandiose, unique, and something travelers would want to show off.
Incorporate images and descriptions that highlight the luxurious and exclusive aspects of your hotel, as well as any unique features or experiences. By doing so, you will create a sense of prestige that will encourage potential guests to book a stay and share their experiences on social media.
Implementing a Successful Hotel Marketing Strategy
To create a truly irresistible hotel marketing campaign, focus on addressing the three key aspects discussed in this article: basic needs, sexuality, and prestige. Incorporate these elements into your ads, website, photography, and videos to create a compelling and persuasive message that resonates with potential guests.
By effectively addressing these subconscious desires, hotel marketers can significantly increase demand for their properties. When travelers feel that their fundamental needs will be met, that they can enjoy intimate moments, and that they can proudly share their experiences, they will be much more likely to book a stay at your hotel. Mastering the art of tapping into these desires will set your hotel apart from the competition and drive immense success in your marketing efforts.
Leveraging GuestRadar for Enhanced Campaigns and Results
GuestRadar’s real-time interactive dashboards offer hotel marketing teams invaluable insights into the travel intent, age, and travel purpose of both present and future travelers planning to visit specific destinations. By providing a detailed understanding of travel motivations, GuestRadar enables hotel marketing teams to create better campaigns that address the subconscious desires of potential guests. As a result, marketing efforts become more effective and yield better results, ultimately leading to higher occupancy rates and increased revenue for the hotel. Integrating GuestRadar into your marketing strategy can help ensure that your campaigns truly resonate with your target audience, while effectively tapping into their deepest desires and motivations.