The hotel and tourism industry has had its fair share of challenges in recent years, and now, with a big return to tourism and holiday-seeking, these challenges continue as travellers are changing how they do things. It’s more important than ever to update your strategies to leverage the changes in behaviours, build brand awareness, capture demand, and drive direct bookings.
Our team of experienced hospitality and tourism marketers dive into some key strategies that your hotel or hospitality business can use to stand out and thrive.
Make Your Website Shine
Your website is essentially the “front desk” of your accommodation or hotel, and it’s often the first-place potential guests will get a sense of who you are. That means having a site that not only looks good but is also user-friendly, fast-loading, and mobile-optimised.
Let’s face it, travellers booking rooms and researching hotels is more common on their phones nowadays, with approximately 40% of all bookings being placed through smartphones in Australia. So, making sure your mobile site is easy to navigate, without clunky dropdowns or confusing features, will help keep potential guests engaged.
Also, don’t forget about local SEO – adding location-specific keywords and creating high-quality content like local guides or blog posts will not only help your guests but also improve your visibility online.
Get Social, Strategically
Social media is still one of the most powerful tools out there for hotels. Instagram, Facebook, and TikTok allow you to visually connect with your audience in an authentic way. Share a mix of content that reflects your brand story such as behind-the-scenes looks, guest testimonials, promotions, and even local events.
TikTok is also huge for reaching younger travellers, so consider hopping on the platform to create bite-sized, fun videos of your property. You can even join in on trending challenges to get your content noticed.
And don’t forget to make the most of user-generated content (UGC)! Encourage your guests to share their experiences by running photo challenges or competitions. UGC is powerful as it showcases your experiences through the eyes of a customer, which builds credibility and trust among tourists.
Personalised Email Marketing Still Works
Some might say email marketing is old news, but it’s actually far from outdated. Personalised, segmented email campaigns are incredibly effective, especially in the hospitality industry. Start by creating tailored offers for previous guests – loyalty discounts or exclusive deals work well, and encourage them to return!
You can also send automated emails before, during, and after a guest’s stay to engage with them, enhance their experience and prompt them to leave positive reviews. A simple “Top 10 things to do when staying with us”, or “What’s on in October” go a long way for a customer’s experience. Don’t forget to include links to review platforms like Google or TripAdvisor in your follow-up emails.
Offer Unique Experiences and Packages
People are looking for more than just a place to sleep these days – they want experiences. Differentiate your hotel by creating special packages that cater to specific groups, whether it’s families, wellness enthusiasts, or pet owners.
Promote these packages on your social channels, through email, and on your website to capture interest and drive bookings. Sometimes, just offering something as simple as transportation to and from a local event can make a huge difference.
Work with Influencers
Influencer marketing is still a big deal . Partnering with local influencers or travel bloggers can help get your hotel in front of a wider audience. Make sure to choose influencers who align with your brand’s values and have an engaged following that matches your target market.
Whether it’s through paid collaborations or offering a complimentary stay, authentic partnerships with influencers can help boost your visibility and attract new guests.
Build Local Partnerships
Don’t forget about the power of local partnerships. Teaming up with nearby restaurants, tourist attractions, or event organisers can help you create unique experiences for your guests and set your hotel apart from the competition.
Pro tip: you could offer a “Sip and Stay” package in partnership with a local winery or distillery or collaborate with local festivals for special offers.
Build Trust Through Action
It’s not just about being relevant anymore – guests want to see hotels that walk the walk. Building trust comes down to showing what you stand for through actions. This could mean adopting eco-friendly practices, supporting the local community, or creating inclusive environments. It’s about doing more than just talking about your values – live them, and your guests will notice.
Stay Consistent
Consistency is key in the fast-paced hospitality industry, especially with marketing strategies. If keeping up with these evolving trends and strategies feels overwhelming, it might be time to collaborate with a marketing expert. Partnering with an outsourced marketing agency like Purple Giraffe ensures that your brand stays relevant, visible, and memorable.
With our tourism and hospitality expertise, we’ll help tailor your marketing efforts to attract more direct bookings, amplify brand awareness, and keep you top of mind for travellers this coming holiday season and beyond.
If you’d like to take your tourism marketing strategy to the next level, tap into our expert team and learn more about what we can do, get in touch with our team!
