Digital marketing for hospitality & tourism companies
Amongst all the industries in the economy, none is influenced more by digital trends as much as the hospitality and tourism industry. The majority of customers in this industry spend hours per week online searching for places to eat and drink, attractions to do, and places to stay. Therefore, digital marketing has become the most popular promotional option in reaching out to potential customers, establishing a brand, and developing a group of loyal customers.
The hospitality and tourism industry consists of lodging, food and beverages, travel and tourism, or entertainment companies who focus on promoting their products and services to customers every day. The competition in this industry is fierce, which makes it important for your company to create and maintain a positive customer experience and relationship in order to grow your company.
How hospitality & tourism companies benefit from digital marketing
Digital marketing plays an essential role for hospitality and tourism companies. Companies that work in this sector offer services related to leisure and customer satisfaction. By using an effective digital marketing strategy you can better get to know your target group’s challenges and interests. Communicating the right kind of message to the right audience is important in order for them to choose to take action.
Here are a few results that your company will obtain:
- Personal communication that creates more trust and better customer relationships
- Marketing expenses are easy to adjust and customize
- More quality leads to your website
- More conversions through customized content to a specific audience
5 digital marketing strategies for hospitality & tourism companies
1. Content marketing
In order to stand out from the competition, it is important that your company creates content that is both relevant and helpful to your target audience. By working with content marketing you create more credibility and showcase your expertise, which in turn makes it easier for you to convert a visitor to your website to become a customer.
Content marketing is a smart way to create more personalized communication aimed at a specific target group. For example, if you run a hotel or arrange trips, it is important to customize your services according to the customer and their needs. Through targeted emails, you can offer customers more relevant information as well as discounts or offers that they may be interested in.
2. Search engine optimization (SEO)
In order for your target audience to find you, it is essential that you use SEO best practices to keep your website optimized for the search engines. Having a well-optimized website not only means you are more visible but it also gives a more professional impression. By investing in SEO, you ensure that your website becomes more competitive. It helps you generate “free” organic traffic and you do not have to constantly spend money to keep yourself visible which you have to do with PPC ads.
3. Affiliate marketing
Affiliate marketing is an online marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s marketing efforts. Affiliate marketing can be an effective method for companies in the hospitality and tourism industry to spread their brand while enjoying more bookings at a lower commission rate.
Affiliate can be likened to the “word of mouth” method from a digital perspective because it essentially utilizes the power of other established sites, publications or influencers to promote your brand and generate sales based on performance. For example, if you run a health resort and want to target an audience interested in a yoga retreat. You can have a program to reach out and book them through a yoga publication or a yoga influencer at a lower cost than using online travel agencies.
4. Social media
Social media is a great way to communicate and be visible to your customers and followers. Remember not to be too sell-oriented on social media, but instead share content that is interesting and useful to your followers. We usually recommend using the 80/20 social media rule, which means that 80% of the content you share is informative while the remaining 20% is promoting your brand. It is important that you are active on the platforms which your target group uses.
Make sure to utilize user-generated content because when a potential customer is looking for a hotel to stay at, they will read reviews and check social media for more information. If you implement user-generated content correctly, you can grow your brand and increase your credibility. Be sure to encourage your customers to share their experience around your brand by for example creating unique hashtags on social media or competitions.
5. Search engine marketing (SEM)
SEM gives your company quick results and statistics show that visitors who come to your website via a PPC ad have 1.5x more chance of converting. It is important that you know who your target audience is so that you can be specific with what search terms they use and the message they prefer for your ads to be effective. It’s a great way to get more customers while exposing your brand to more people.