The fact that old sayings are still remembered is probably a sign they ring true. One that comes to mind is “practice makes perfect”. Another is “from little things, big things grow”.
A lot of people, including hotel marketers, can live by these statements. Nothing is ever achieved without some hard work and patience – especially when establishing and maintain a business in the hospitality industry.
With that in mind, here are 11 things you can do as a hotel marketer to ensure you’re on the right track.
Be numbers driven
At a hotel, tracking metrics and data is vital. You have to know where your revenue is coming from, what you should be spending more or less budget on, and when you need to make changes. Use your channel manager and booking systems to produce reports and help you analyse particular data sets.
You have to know where your revenue is coming from, what you should be spending more or less budget on, and when you need to make changes.
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Always plan ahead
There’s really no such thing as being over prepared. Keep an eye on upcoming trends, emerging markets, and always confer regularly with a revenue manager to make sure the strategies you’re creating are worth executing. Planning ahead will also identify any potential and upcoming weaknesses.
Energy, enthusiasm, and optimism are all contagious. Staying positive will transfer through your work, to other hotel staff, and eventually guests – ultimately creating a better atmosphere; one that’s excited and setup for success.
Keep it real
You can’t be crunching numbers 24/7 or be stuck at a desk all the time. To fully understand your property and the people you market to, you need to get on the front line every now and then. Tour various parts of your hotel to gain firsthand experience from staff and guests alike for some much needed human contact.
Obviously you have to possess a thirst for news and current trends. Ideally, you’ll keep track of all relevant industry announcements and any competitor news, in case it impacts your planning. On top of that, you can’t forget to monitor guest reviews and feedback across all channels so you know what guests enjoy about your hotel and what they dislike.
Set clear priorities
It seems obvious to say you need to prioritise but sometimes it’s harder than you think. All tasks may seem equally important or urgent. Often, you need to carefully assess which ones will provide the greatest benefit to your business. Anything directly customer related should usually come first.
Fill your knowledge gaps
There’s always room for improvement – another truism that only the egotistical would deny. If you’re not an expert in a particular area, social media marketing for instance, hire or consult with someone who is.
Every skill or piece of knowledge you gain will only propel your hotel to greater success when you start implementing them in your work. You should also consider attending events or presentations to help with any information you’re lacking.
Be a problem solver
Somewhere along the way there will be roadblocks in your job. It’s important in these times to think practically and logically to ensure the right outcome is achieved. If you’re struggling with something take the time to research similar situations or seek out individuals, to learn the best way of solving the problem.
Get good at securing reviews
Garnering positive reviews at your property is gold for future bookings and brand reputation. Think creatively about how you can convince customers to leave positive feedback. There are many online and offline efforts you can employ to get people talking about your hotel. Here are some tips.
Understand your niche
Knowing where to market your hotel and who you should market to is undoubtedly step one. Without a defined audience for any content or collateral you produce, your work is wasted. For instance, being aggressive on mobile marketing could be a lost cause if your intended customer is over 65. Use data to determine who your most likely guest is and market accordingly.
Deliver for your guest
Customer service is everything in the hospitality industry so creating offers with your guests at heart is essential. Make sure you give them real value for money and fulfilling experiences. In addition, if any issue arises while a guest is staying at the property you need to go above and beyond to deliver a solution. A guest must not come away empty-handed or with their complaint outstanding once you are aware of it.