Hotel marketing trends for 2018

It is well established that the hospitality industry is an highly competitive and combative one. To stand out and project your brand can be an arduous and particularly difficult task. It is pivotal for your property to constantly remain aware of the latest marketing trends, to make sure that occupancy and revenue levels remain on a sweet spot that can be translated to healthy growth. With that in mind, we have prepared a list with those hotel marketing trends that are expected to be in the spotlight this year.

Accelerated Mobile Pages

AMP-lify your site. Accelerated Mobile Pages or AMP is an open-source project which is designed to drastically reduce site render times. According to Google which sponsors AMP, it is reported that AMP pages load in less than one second and use ten times less data than a non-AMP page. CNBC as well, emphasized a 387% decrease in mobile page load time for AMP pages. To put is simply, AMP benefits can be truly remarkable, by improving site speed, providing a better user experience and even showing a growth in revenue.

Organic visitors

Driving traffic organically and effectively to your website is valuable, but driving quality traffic is equally so. ‘’Quality traffic’’ includes all guests who are likely to book an hotel in the area which you operate. How to target such audience? Invest in long-tail keywords, search terms that consist of 3 or more words. A cost-effective strategy and way to diverge traffic to your hotel’s website. Integrate these keywords into your site’s content and witness the change.

Chatbots

Chatbots are on the rise and 2018 is their year. They provide an interesting, useful and natural medium of engaging with your guests. Firstly as a method to reduce dependency on OTAs and shift clients attention to direct booking, a great channel for communication. Secondly by increasing the overall customer experience, from their pre-arrival to their post-trip period, since you will be constantly interacting with your guest during all the stages of their stay and be able to offer personalized services, based on their feedback. Lastly, looking at it from another point of view, the front desk’s job becomes easier, considering that the bot now can provide the service only them could in the past and in an instant time.

Social Media

Google is no longer the only player when it comes to conducting a search. More and more are those who choose to type in the search bar of a social media network, be it twitter, instagram, facebook, pinterest or any other one. So make sure that in your post are included relevant hashtags as well, to make it simple and easy for users to find your property on social media.

Augmented Reality

Another growing trend is Augmented Reality or AR. The ability to integrate digital data into real-time experiences which transform the user’s physical view of the environment; easily accessible and usable by an app on your phone or tablet. Hotels are taking advantage of this technology by creating 360 videos which show the entirety of their property and facilities, allowing guests to take a tour and experience digitally a taste of their property and the level of hospitality that awaits.

Personalization

When talking about marketing trends, one cannot leave without mentioning personalization. It saw an incredible year in 2017 and is expected to grow exponentially in 2018. Effective personalization conjoins context and relevance, making your marketing feel more like a conversation. For example when a customer visits the weekend of an event, ask them if they are attending the event and if so assist them on ways how they can get the most out of the event and make sure they don’t miss anything of importance.

To keep up with the times means that you are keeping a competitive advantage alive. Trends constantly evolve and to be at the start of some of them can have incredible benefits down the road. The above mentioned hotel marketing trends will make sure to put you property in an applaudable and desired position.


Albi Zhulali

Albi Zhulali

CEO, Softmogul
New York