For the Hotel reputation all over the web

For all the
abovementioned reasons, the establishment of a professional Hotel Reputation
Management that tracks the Hotel reputation all over the web is becoming an
essential part of the marketing mix. The very success of a Hotel is dependent
on it. Only if the Hotel has a clue about what people say about them, they can
counteract the impact of negative reviews or highlight positive feedback. Moreover,
marketers within the hospitality industry are looking to inspire people to want
to visit and develop a relationship with them. Using UGC, Hotels are letting
every individual share their story, getting to spotlight the people who have
helped shape them as a brand, marketing with their audiences and not at them,
and sending marketing message from individuals instead of brands which is more
relatable to customers.

 

Secondly, old school
marketing is no longer efficient. Email marketing proved for years to be one of
the most effective ways to communicate with customers and new guests but now,
with new marketing methods old techniques are falling by the wayside. Instead,
digital marketing is becoming, day after day, a necessity for hotels, which is making
the task increasingly complex. Hotel managers are challenged not only to meet
customer’s expectations through services, rooms’ management, availabilities and
pricing but are now expected to expand their brand online and compete with
others for guests in new channels and digital communities. The only way to face
this complex hurdle is to have a digital marketing architecture able to provide
a consistent multi-channel experience and be ready to face any emerging digital
marketing demands in the future.

Perhaps, the hardest
part with digital marketing isn’t in finding and hiring new staff as much as it
is in coming up with innovative marketing campaigns. Digital marketing and
technologies are moving a little too fast and there is almost a little of
everything out there on the net, hence, it becomes hard to stand out on social
media and reach new people. All of this is without even mentioning the
overwhelming presence of brands and saturated content on social media. It’s
unclear if marketers in the hospitality industry have yet figured out a
foolproof social media plan. Hotels should be ask themselves what kind of
material they should be producing, how they produce it, and who’s their target
audience. Then it has to be designed differently for every channel they use.

Selling experiences with visual contents are very successful. Exposure,
engagement and advocacy are highly valued by customers specially fans and brand
ambassadors who will share a brand with friends and present it in a positive
light.