We’re a hotel marketing agency that’s leading the way in the UK – and right now we’re predicting what initiatives you need to be pursuing in 2018.
This time last year, the industry was subject to a lot of chatter surrounding mobile within the hotel marketing domain. As we near the end of the year, it’s safe to say that mobile dominance is showing no signs of slowing down. With the announcement of the new iPhone 8 and X, it is vital now more than ever to ensure that your website is optimised for mobile use. See our other 2018 predictions below.
Snap to it!
In 2018, Snapchat and similar platforms are going to be a game changer in terms of social media marketing for hotels. With a few clicks, you can show a whole generation your property, your rooms, your dishes… Never before has such a digital intrusion been so profitable. And you can see your hotel through the eyes of your guests, too.
Video is a powerful type of media, and one that often gets overlooked. Sure we’ve all seen YouTube stars vlogging away about their day or their holiday – that’s why you should put time and budget into your own videos for your business. All the rage across pretty much every social platform imaginable, video grants your potential customers the opportunity to be captivated by your offering and want to book.
Say no to spam
If you spam your newsletter database you are playing with fire. Gone are the days when your audience and guests would be able to overlook the intrusion – with handheld devices swiftly surpassing the use of desktop computers, if you send them too much correspondence they notice. And they notice immediately.
Cut the sales
Hotel branding is more important than ever. Too many sales or offers might seem like a quick fix to get an injection of revenue into your business, but in reality you are enticing customers who are focused on your discount and not your brand. Don’t advertise too many offers or flash sales – doing so dilutes your brand and can seriously harm your revenue moving forward. Remember, if you are using OTA’s they take a percentage of all your bookings so focus your efforts on getting your customers to book direct to see your business and revenue soar. It’s no mean feat – people who book through OTA’s have a different way of thinking, and their focus is usually on location and price. Work on your brand and you will see them return as repeat business. Your advantage? You can incentivise them in ways OTA’s can’t.
Refurbishment reaches digital
Is your website on its last legs? The lifespan of a useful website is 2-3 years, so if yours is any older than that it might be the reason why you are struggling to get direct bookings. 2018 will be the year for solidifying the seamless transition of your website across desktop and mobile. Hospitality website design is an art, so think fresh, clean, on brand design that is easy to use. There’s no harm in taking the time to consider your customer’s journey, but it can be fatal to expect your guests to put up with a slow, hard to navigate website.