The hospitality industry, unlike other sectors of the national economy of any country, exists according to its own rules and laws. The fact is that the economy of the hotel business primarily depends on the seasonality factor. And only then on the successful location of the hotel, its level of comfort and other distinctive features compared to competitors.
Competent hotel marketing of the hotel business is the main tool with which you can not only minimize the effects of seasonality. Not the very convenient location of the hotel and other obvious shortcomings, but also turn them into advantages in the eyes of potential guests. That’s why marketing consulting services are so important. Each hotel owner, who has studied the characteristics of his target audience well. Knows perfectly well what income he can count on in a given season.
But he also knows that additional services such as a restaurant, sauna, massage parlor, billiards, etc., can provide up to 30% of the income of his hotel complex. The task of marketing the hotel business is to get as many potential guests as possible with positive information about the hotel and strive to fill it evenly, regardless of the season.
So, a hotel business marketing and marketing consultant is the development and implementation of a hotel development strategy for a clearly defined period, for example, one year. Basically, the following information methods and channels are important for the promotion of the hotel.
Dissemination of objective information about the hotel.
To place information about the hotel on a variety of sites, a competent text is created, in which it is necessary to present the institution in the most attractive light. But without hiding the shortcomings. The aerobatics of hotel business marketing is to make existing shortcomings look like advantages in the eyes of customers or, in extreme cases, be compensated by other bonuses. You can’t hide flaws. Suppose it is far from the hotel or it is inconvenient to get to the main transport hubs. We acknowledge the fact, but immediately list the advantages that compensate for the lack: the surroundings of picturesque nature, conditions for relaxing in silence, parking for car guests, a conference room for events, a restaurant with excellent cuisine, a spa, etc.
High-quality advertising of the hotel business on the Internet, namely the hotel’s own web resource, is the main, and often the only tool for promoting the hotel. The following rules work well here:
- unique, well-thought-out site design and high-quality content: compelling, informative, engaging articles in competent Russian and, if necessary, English
- user-friendly interface and functionality of the site, stimulating to order here and now and making it possible to book a room online.
Advertising in the media.
It is necessary to select the appropriate mass media for the target audience of customers and publish articles about the hotel with an advertising tint in them from time to time. It is very important not to overdo it with the advertising of the hotel business in print media. Often, interesting news about a hotel or an event in it. Reliable, substantive, relevant, will arouse more interest among customers than a carefully designed advertising slogan.
Carrying out PR-actions.
Professionally conducted PR campaigns are a tool for popularizing the hotel. As well as direct communication and rapprochement with its target audience. It can be:
- charity events
- children holidays
- scientific symposia
- youth discos
- classical music evenings, etc.
In the course of such events, the trust of customers is gained, acquaintance with representatives and management of city enterprises and institutions and attracting them and their guests among their potential customers. Thus, the marketing of the hotel business constantly creates a positive image of the hotel. This market segment is very sensitive to the so-called black PR. The slightest negative mention of the hotel is rapidly overgrown with myths. And is distributed among customers through its own channel, word of mouth, and it can be very difficult to refute it.