Revinate, an online reputation management software platform, recently sponsored on article on Skift regarding the evolution of hotel marketing. In this article, the company discussed the differences in advertising effectiveness across a variety of age groups, and key trends in travel and hospitality marketing that could change the way companies market to these groups.
Here is small sampling of the piece:
Marketing Then: Isolated Channels
Marketing Now: Coordinated Experiences
The first trend is that we no longer have isolated channels in marketing. In 2013, the media was fixated on the idea of the “brand story”, where brands deliver a consistent experience across all channels. One of the major trends this year according to Google has been cross-device behavior, where travelers research trips on their phones and tablets, but eventually book on their laptops. Even television is becoming individually addressable: Millennials today spend their entertainment time online and only 44% of their TV watching time actually happens on the television.
You’re not just talking to guests in person at the front desk or over the phone. You’re talking to them via email, social media, on review sites like TripAdvisor, and in some cases even via text message. It’s not just about one isolated communication channel, it’s about this web of coordinated experiences.
Marketing Then: One Size Fits All
Marketing Now: Hand-Crafted Approaches
The second trend is that you can no longer take a one-size fits all approach to your marketing. Hoteliers cannot rely on just their website, and they cannot send identical emails to every guest and expect those emails to be successful with today’s travelers. In a Yahoo study conducted in May of 2014, consumers preferred personalized ads, finding them more engaging (54%), educational (52%), time-saving (49%), and memorable (45%) than general ads.
Likewise, you cannot post the same kinds of messages to Twitter as you do to Facebook or Instagram. Across this new web of coordinated experiences, on email, social media, text message, and others, each channel is very different, just as each guest is unique. A reply to a customer’s question on Twitter is going to be very different than a response to an email or an online review.
In other words, your messaging should tell a continuous story across all channels, but it needs to be crafted differently for each medium of communication.
To read about additional hospitality trends from Revinate and Skift, and to read the full article, click here.