Every sales process is a marketing process. And while the word “marketing” is widely used today, few people really understand what it means. Therefore, before defining hotel marketing, we must first define marketing itself. In this regard, marketing is often confused with sales and advertising campaigns. However, these two aspects are only a small part of marketing. Today, the term “marketing” goes beyond simply communicating and selling. Marketing is guided by the principle of satisfying customer needs.
Consequently, the marketing professional understands consumer needs. As a result, they develop products and services that provide superior value to the customer. Not to mention that they price, distribute, and promote those products and services effectively. The result? They will sell these products.
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Important Factors in Hotel Marketing
According to Kotler et al. (2011), “marketing is the science and art of attracting, retaining, and growing the number of profitable customers.” In the marketing process, there are two fundamental factors to consider: understanding the market and customer needs.
Now, based on the previous definition, we could say, then, that hotel marketing is the science by which a hotel or tourist accommodation attracts, retains, and increases the number of guests. It can also be defined as the application of a set of techniques that help establish a hotel’s position in the market.
On the other hand, hotel marketing is closely related to what has been termed “service marketing,” which “seeks the best way to satisfy needs and desires through the exchange of an intangible satisfier for another value—generally tangible—in a mutually beneficial manner.” In the case of the hotel industry, the intangible benefit consists of the experiences the guest receives, and the tangible benefit is the money the hotel receives.
The Importance of Hotel Marketing
The tourism sector is one of the leading industries in many countries. In Spain, tourism is the main economic driver; in 2019, it contributed 176,000 million euros, accounting for 14.6% of the national GDP, and also generated 2.8 million jobs. It is also one of the main economic activities in countries such as Mexico, Brazil, Chile, Argentina, and Peru, among others in Latin America.
In this regard, marketing has taken on an increasingly important role in tourism. And especially in the hospitality sector. The latter is one of the two sectors that encompass the activities we refer to as tourism; the other sector is travel. Furthermore, according to Kotler et al. (2011), referring to the restaurant subsector, “the entry of giant companies into the hospitality market has transformed it from a paternalistic sector—where the norm was for restaurant or hotel owners to be individuals—into an industry dominated by chains. These chains operate in a highly competitive environment in which intensive marketing strategies are needed to attract customers.”
In this vein, in the hotel industry, the major hotel chains have demonstrated a knack for marketing. This has led to a highly competitive market environment. In response to this competitive landscape, independent owners must prepare themselves—with the help of marketing professionals—to ensure their businesses remain competitive.
Despite fierce competition from these large chains, an independent hotel with a good location, quality amenities, and staff that cater to guests’ needs has strong grounds for establishing itself in the market. But as we’ve shown, hotel marketing is key to achieving this.
Digital Hotel Marketing
Continuing with the topic of hotel marketing, it is essential for independent hotel owners to understand that current technological innovation—especially in the digital realm—has changed the way marketing is done. This new reality has had a direct impact on traditional commerce, posing threats to businesses that have not adapted to these changes. However, it has also opened up many opportunities for new and small businesses.
According to a 2020 Statista report, 90% of the world’s population admitted to having made online purchases. And it is estimated that 2021 and 2022 were no different. Furthermore, in 2022, smartphones accounted for 70% of visits to small business websites. Not to mention that they generated 63% of all orders. So why do consumers buy products or services online? The main reason is that there are no limits on time or distance.
Digital Marketing as a Key Strategy
The leading form of marketing is that which is conducted via the Internet—that is, digital marketing. This is defined as a social process through which companies meet people’s needs by creating, offering, and freely marketing products and services on digital platforms and media. These digital media include websites, emails, social media, and search engines (Google, Yahoo, and Bing), among others.
One of the key characteristics of digital marketing is its constant connection to innovation and technological development, smartphones, the use of advertising, communication, and public relations, the personalization of information based on user needs, and its great ability to reach a large audience.
Today, digital marketing is one of the primary ways for hotels to communicate directly and at the right time with guests. Therefore, it is something that every hotel owner and investor should consider a necessity.
The Benefits of Digital Marketing for Hotels
In today’s hotel industry, digital marketing is an essential tool. It helps you understand the market and increase your property’s visibility. It also helps you attract guests and enhance their stay.
Online marketing is key, as it offers the advantage of reaching a more specific group of users based on their tastes and preferences. It also allows hotels to expand beyond local sales and tap into a potential international market.
The main difference compared to traditional marketing isn’t just the ability to reach more people—it’s also the ability to perform real-time analysis. For example, if your independent hotel runs a Google AdWords campaign, you’ll be able to see how many people clicked on the ad. And you’ll also know how many people contacted you as a result of the campaign. This is one of the major benefits of digital marketing. It allows you to measure the return on every dollar invested, in addition to providing key insights about potential users or customers.
Start doing hotel marketing
On the other hand, digital hotel marketing is becoming increasingly important for independent hotels. But it’s also important for all types of accommodations, since travelers are online all the time. When deciding to travel, people are influenced by posts on social media or digital platforms. They also post photos of their experiences and reviews on digital platforms, thereby influencing others.
Therefore, if your hotel doesn’t appear in Google searches, it won’t be able to rank. The same is true if it doesn’t have an optimized website with engaging content—or if it isn’t active on social media with relevant posts. Without these elements, your hotel will struggle to be competitive.
So digital marketing—regardless of the size of your hotel—is essential for promoting your business. That’s why, to achieve the best results, it’s advisable to seek specialized advice from experts such as IHCS.
