Moms think they know best. And, you know what? We agree. In addition to reminding us to clean our rooms, comb our hair, and be nice to our teachers, Moms love to shower us with sage advice and thoughtful quips to get us through any situation. And, it turns out that their advice is directly relevant to our work as hotel marketers as well. Let’s take a look at some of our favorite Mom-isms and see what marketing wisdom lies behind them all: Mom: “Nobody said life was fair.” Hidden Hotel Marketing Advice No matter how much funding, research and staff you invest in a marketing campaign to drive direct bookings, some of them will result in blazing success, while others will fall flat. Don’t cry over your marketing failures, especially when you and your team did your due diligence ahead of time. No matter how careful and resourceful your team is, at some point you just won’t hit the target with your audience. Admit your errors, pick up the pieces, then move forward and try something else. Mom: “Don’t you lie to me!“ Hidden Hotel Marketing Advice Above all else, today’s travelers are looking for authenticity. We live in a world where industry giants are being challenged everyday for their cringe-worthy mistakes or lame publicity stunts. Travelers want to trust who they book a room with, so be real and be worthy of their trust. Your marketing should always exude that you are a destination for remarkable experiences, rather than just a business trying to pull in profits. Whenever someone leaves a guest review calling out your mistakes, admit your fault (if it was your hotel’s fault), tell them how you’re going to fix it, and then do it! Mom: “If your friends jumped off a bridge, would you jump too?” Hidden Hotel Marketing Advice Don’t blindly jump on the bandwagon of new marketing trends. You need to first determine if your hotel would benefit from leveraging the new platform, plus if it genuinely aligns to your hotel’s marketing goals and strategy. Be selective when choosing which marketing tactics and tools you’ll implement, and do what’s best for your hotel. Mom: “Who do you think you’re talking to?” Hidden Hotel Marketing Advice It’s surprising how many hotels haven’t taken the time to create any hotel guest personas of their most frequent guests. Before you embark on any marketing idea, even a social media post, everyone on your marketing staff should know exactly who your target customer is, what their likes are, what they hate, what other interests they most likely have and what type of voice they respond to. Brilliant hotel marketing doesn’t happen by mistake. It first takes a deep understanding of who your hotel’s customer really is… Mom: “I brought you into this world. I can take you out of it.” Hidden Hotel Marketing Advice You are a host – first and foremost. A mistake we see too often in hotel marketing is putting too much emphasis on your property’s self-serving accolades, awards and amenities. But, the focus needs to always be on your guests. They are the reason you’re in business and the reason your hotel could easily go out of business! Mom: “Will you sit still for once?” Hidden Hotel Marketing Advice When your marketing message and focus are all over the place, you’re making it harder for your guests to grasp your unique selling points and distinguish you from all the other hotels in your comp set. Avoid frantic, flailing marketing tactics. Slow down, create a strategy, determine your channels, gauge results (especially the ones hotel owners care about most), then implement with consistency.
May 5, 2015 • By tambo
Back by popular demand, we’ve updated one of our most popular posts from last year! Could Mom be the best hotel marketer ever? Quite possibly! All throughout your childhood, she recoiled at the sight of your dirty room. She questioned your questionable friends. Her never-ending nagging was enough to keep our eyes rolling for years. But guess what? Turns out her sage, maternal advice is completely applicable to your work as hotel marketers. Check out the hotel marketing advice hidden inside your mom’s favorite sayings, proving again that mother knows best: Mom: “If your friends jumped off a bridge, would you jump too?” Hidden Hotel Marketing Advice Just because something is trendy in the marketing landscape, it doesn’t mean your hotel has to blindly follow suit. Ask yourself: Does my hotel need to leverage this new marketing platform? Does it align with the hotel’s marketing strategy and goals? Always make your own decisions for what is best for your property. Do your due diligence and be selective when choosing to implement any new marketing tools/tactics. Mom: “Were you raised in a barn?” Hidden Hotel Marketing Advice No matter how good your revenue management team is, or how compelling your hotel website design might be, the single most important element to hotel marketing success is your product itself. If you have aging, dirty rooms, no amount of lipstick will fix the problem. Mom: “Don’t make me have to tell you again.” Hidden Hotel Marketing Advice With hotel guests and meeting planners having such chaotic schedules and competing priorities, you have 2-5 seconds to capture their attention. In marketing, don’t expect your audience to re-read or examine any of your marketing assets. So, if you’re not making your messages clear enough the first time around, you’ll probably lose them. You have one shot to draw them in. Don’t expect a second chance to repeat yourself. Mom: “Talking to you is like talking to a brick wall.” Hidden Hotel Marketing Advice Mom wanted you to be a good listener. Similarly, hotel sales and marketing leaders need to be great listeners too. Do you talk to guests and ask what they like and dislike about your property? Do you ask meeting planners what they really need? Smart hotel marketers talk to everyone in their purview with genuine interest and a desire to improve their property’s experience. Mom: “I brought you into this world. I can take you out of it.” Hidden Hotel Marketing Advice Your customers are the reason you exist, the reason you’re in business… and the folks who could force you out of business! So you must always respect them by focusing your hotel marketing efforts on them – not your hotel’s amenities, history, or accolades. The most successful hotels are the ones that put guests first. Mom: “Eat your veggies and you’ll grow up to be big and strong.” Hidden Hotel Marketing Advice Global consumer preferences continue to trend in the direction of healthier, organic foods. Your F&B venues and menus have a significant impact on repeat guest visitation. Are you satisfying your guests’ desire for fresh, local, healthful fare? Mom: “Will you sit still for once?” Hidden Hotel Marketing Advice When your marketing focus and message are all over the place, you’re actually making it harder for your guests to understand your core USP and discern why they should want to stay with you. Mom: “I love you.” Hidden Hotel Marketing Advice When your past guests share their love of your property on social media sites like TripAdvisor, you can tell them you love them right back by responding to ALL reviews. Take it a step further and make sure you deliver special offers to the best guests in your database. About Tambourine Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com