Welcome to the Friday Freebie!
Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.
This week’s freebie: Once you know exactly who your guests are, create experiences specifically for each segment.
Last week, we showed you how to get clear on who your guests are to make your marketing more impactful. Here, we’ll talk about the next step:
Create specific packages, promos, and experiences for each of those target audiences. A common mistake hotels make is creating packages they hope will have universal appeal, then promoting them to all audiences.
Instead, think deeply about the needs and wants of each specific guest segment and build compelling product experiences (remember: product = physical + experiential) that truly differentiates your property. For example: Couples Resorts in Jamaica has built a package that appeals to adventurous couples, one of their key segments. The package includes a trip to Jamaica’s famous luminous lagoon with a magical evening boat excursion.
Then, narrowcast your marketing campaigns to specific niche audiences and build campaigns that are relevant to them and their needs. In other words, don’t send wedding promos to corporate planners, or family packages to couples looking to get away for a romantic weekend.