Welcome to the Friday Freebie!
Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more direct bookings.
This week’s freebie: Thrill your guests by being a true local-in-the-know.
Today’s travelers are not as enamored of big-ticket, touristy attractions as they once were. Instead, they are looking for authentic, intimate experiences that immerse them in the local life and culture of a destination. They’re hungry for local secrets and seeing parts of a city that usually travelers don’t get to see.
However, most hotels are still simply promoting the obvious activities, restaurants, and attractions that cater to tourists. Plus, they usually place all responsibility of destination knowledge on the concierge team, who often receive kick-backs from these attractions and restaurants for sending hotel guests their way.
Your hotel guests are expecting so much more from you. They’re bolder and more adventurous. They want insider knowledge of your destination and especially of your neighborhood, not the tired, cliché, and touristy suggestions they already can find in your visitor guide.
So, if a guest asks where to get coffee, don’t lazily send them off to Starbucks or point to the free coffee in the lobby. Tell them about the local coffee shop a few blocks away where they serve a uniquely awesome chai latte. If they’re looking for a place to eat, tell them about the great hole-in-the-wall eatery in the neighborhood that locals love, instead of the typical tourist trap.
Become the expert of your own neighborhood. Share these secret, local tidbits on your hotel website. And, most importantly, encourage ALL guest-facing hotel staff (not just your concierges) to explore the neighborhood, so they’ll be ready to engage with guests.
Get more tips on how to appeal to today’s travelers: How Boutique Hotels Win vs Big Box Brands