New Marketing Trends for Hotel Owners: Podcasting, YouTubing & More
“The only constant in life is change” - Heraclitus
The same can be said for hotel marketing. From the big highway billboards of the 60s advertising smiling families wading in a hotel pool, to the catchy jingles of the 70s and 80s embedding a hotel name in your brain - the hotel industry has always looked for ways to catch guest’s attention while going about their daily life.
These days the same rings true. Hotel companies are evolving in the ways they try to garner attention. Increasingly brands are turning to the online channels their customers frequent. Just a decade ago scores of hoteliers were turning to social media like Facebook and Pinterest utilizing digital marketing and relationship building to attract customers.
In recent years, brands have taken a bigger step towards digital marketing. Here are some of the top ways hotels can stay engaged in the digital space and convert guests while also maximizing their online brand presence.
Podcasting
By now you’ve probably heard of podcasting. If not, it may be time. More than 25 percent of Americans over the age of 12 have listened to a podcast in the last month, according to a 2019 study done by Edison Research. That's more than a 20 percent increase from the previous year. Hotel companies are taking note. Both InterContinental and Marriott have both begun popular podcasts that delve into a wide array of topics from destination highlights, guest profiles, and interviews with top management in the company. On a recent episode of Marriott Bonvoy Traveler: Behind The Design the podcast focuses on a record label launched by the “W” Hotel. It’s an interesting story about a part of the hotel brand that otherwise might not have been told.
YouTube
If you haven’t been thinking about how to utilize YouTube to market your hotel it may be time to reconsider. The online video channel has more than 1.8 billion users. YouTube opens up more possibilities for content from tours of the property, to streaming online discussions. The channel has become a television station of sorts for Millenials and younger generations. Experts agree the key to making engaging YouTube content is to keep it brief, vibrant, and include a call to action. The Hilton brand has made significant inroads with its YouTube channel. A recent “Vacation Time: Lunch Meeting” video got more than 1 million views.
Other New Marketing Trends to Watch
Make it personal. Personalized online marketing is all about delivering content to users based on their personal interests and history of interacting with your website. Personalized marketing is done by gathering details about the customer including demographics, past bookings, and interests. After data is collected, you can customize your online strategy.
Another trend to watch is “Influencer” marketing. If you have a particular audience you want to attract, why not speak to them through a trusted voice. The first step is to identify the audience you want to attract to your hotel and then identify the influences in that group. This approach could mean reaching an untapped audience.