Successful hotel marketing is getting more difficult. Finding and booking a hotel is becoming a more fragmented journey and no longer is there a clear source of bookings, or path taken by travelers. With post-millennials predicted to make up a third of global spending power by 2035, hotels need to respond to entirely new needs and preferences. Instead of online travel agencies (OTAs) like Expedia and Booking.com, these travelers get inspired in “micromoments” across social media, and browse not destinations but unforgettable experiences online. Hotel marketing strategies need to respond - putting experiences at the forefront of their brand and social media presence. Those that don’t, risk falling behind.
In the age of endless scrolling, capturing attention is an art - and a highly valuable one. With mounting evidence to show people’s preference for experiences over physical possessions, showing off “things to do” can hold the key to transforming a hotel's social media presence. The allure of a stunning sunset cruise, an immersive cooking class, or a thrilling adventure not only engages guests but captures their imagination and starts a conversation with their friends and family. This translates to more impressions, more likes, and more engagement: turning your hotel into a super-shareable asset across traveler audiences.
With the rise of experiential hospitality, hotels are no longer just places to stay; they are the gateways to unforgettable memories and new encounters. In fact, 50% of travelers say that experiences are the driving force behind their trip-planning. Hotel marketing campaigns that center around experiences can go far beyond showcasing hotel amenities or driving down price with banner discounts. They tell the story of the destination, the local culture, and the bucket-list adventures awaiting guests. By focusing on the broader experience, hotels position themselves as not just accommodations but as integral parts of the traveler's journey, meaning not only are you more likely to get booked, but you elevate the role played by your hotel, in the minds of your guests.
One size does not fit all, especially in the realm of hospitality. In fact, 57% of travelers feel that brands should tailor their information based on personal preferences or past behaviors. Whilst many aspects of the hotel are fixed (the dimensions of the room, the size of the pool, the time of the breakfast buffet), experiences allow hotels to truly personalize their offerings, creating bespoke journeys that cater to each individual. Whether it's recommending a specific spa retreat, an adrenaline-fueled outdoor excursion, or a perfectly paired tasting menu, the ability to suggest different experiences for different guests adds a layer of personalization that resonates deeply. This tailored approach not only enhances guest satisfaction but also sets the stage for positive word-of-mouth marketing.
Every successful hotel marketing strategy is crafting a unique brand identity, and experiences play a pivotal role in bringing that identity to life. Whether it's showcasing luxury by offering guests the option to arrive by private jet, highlighting sustainability through foraging for local produce, or embodying family-friendliness with trips to the nearby waterpark, experiences become the tangible expression of the brand. This alignment between brand identity and guest experiences creates a powerful narrative that reinforces the hotel's identity and resonates with its target audience.
Post-millennials are twice as likely to say they feel lonely as Baby Boomers. They are looking to connect, and create community - not just when they travel but also in the two-way dialogue they engage in on social media. Experiences offer a unique flywheel for user generated content in the form of photos and reviews, that sparks conversation, and connection, whilst also offering authenticity. You’ll never again be short of inspiration or ideas for next week’s posts when you have experiences to draw from!
The integration of activities and experiences into hotel marketing campaigns is fast becoming a strategic necessity. As the hospitality landscape continues to evolve, those who embrace the power of experiences will not only run more successful marketing campaigns but also redefine the very essence of hospitality in the eyes of their guests.
If you’d like to learn more, you can check out what we’re up to, or book a call with one of our team.
In less than a week you could be selling and managing all your experiences online.
