Gone are the days of the impulsive consumer and emotional advertising. The positioning of the hospitality industry faces new challenges, specifically through Marketing 3.0, the new trend in hotel marketing and the business sector in general. This new marketing approach is still being fully implemented in many hotel companies and is based on creating value to satisfy the guest.
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Marketing 3.0
In the past, the only concern for hoteliers was selling rooms by focusing solely on the guest’s needs and making the product the absolute center of attention. As the years have gone by, it has become much harder to reach customers and convince them that our hotel is the best. Customers are increasingly well-informed, so over time an emotional dimension was added to marketing, leading to the shift to Marketing 2.0. But this emotional dimension is also beginning to wear on consumers, which is why companies are seeking a new compelling reason to believe in the hotel industry. And we find that reason in Marketing 3.0.
This renewed approach to marketing shifts the focus toward viewing the guest as a person rather than a customer—it’s what’s known as “marketing by people, for people.” We must create valuable experiences, taking into account factors such as the target audience, differentiation, and visibility—in short, getting people to talk about the hotel both online and offline. Marketing 3.0 is part of the techniques and research aimed at improving the marketing of a product; it is also considered the evolution of Marketing 1.0 and 2.0. It is value-centered, multidirectional, and its use is encouraged across various interactive media, but above all, it is applied for the benefit of society.
Marketing 3.0 Objectives
Marketing 3.0 aims to make customers fall in love with the brand, so that what binds them to it is a strong, unbreakable bond—ensuring that when they choose it, it’s not just a random decision. This type of marketing no longer seeks merely to satisfy physical needs or attract attention by stirring emotions; rather, it aims to offer more than just a stay, and it also values what customers can contribute to the brand in return. With this evolution, we take another small step forward, understanding that the guest is much more than a customer; they are individuals who are not only interested in a product or service but are also people with concerns, committed to the world around them… and it is at this point that hotels must take care of their guests by forging connections through corporate social responsibility.
The hospitality industry must evolve from one model to another—shifting from product-centered marketing to customer-centered marketing, along with marketing focused on social values and customer service. In any case, to successfully implement Marketing 3.0, it’s important to know how to touch the hearts of our audience through experiences, emotional messaging, and brand personality.
Today, the factors that tip the scales in favor of booking one hotel over another are those associated with tangible elements such as price, location, online reputation, etc., but above all, the intangible factors that directly connect with emotions, the customer’s profile, and certain essential characteristics such as a commitment to service or comfort.
Why promote marketing 3.0?
There are many reasons to embrace Marketing 3.0 with greater dedication, but the most important is that it represents the future of marketing , and we must adapt to the evolution of society. Therefore, it’s a broader perspective that considers the marketing mix (price, product, distribution, and promotion), positioning, segmentation, brand, the customer, and now also society; ultimately integrating the guest into the hotel business model itself.
