In an area as competitive as the hotel sector, finding elements of differentiation that allow our offer to stand out and stand out from the rest is key. The need for differentiation is also part of the growing demand for experiences on the part of guests, who are becoming more and more demanding.
In this sense, the sports segment is presented as a new opportunity for our hotel to distinguish itself within the hotel sector. IHCS gives us the keys to take advantage of this opportunity and implement in our hotel an offer aimed at the sports segment.
The tourist appeal of sporting activities
First of all, we have to consider the ability of local sports activities to attract tourism to a given area. There are several possibilities for a hotel’s approach to the sports segment:
- Strategic promotion of local sport events. The celebration of sport events close to the hotel can attract numerous guests. Therefore, an adequate promotion of these events by the hotel is key to differentiate it from the rest. This strategic promotion of the events can be accompanied by the offer of specific tourist packages that include tickets to the events, which would be an unbeatable way of attracting attendees to these events.
- Establish synergies with sports teams or clubs. Establishing partnerships or collaborations with local sports teams or clubs is a way of ensuring a connection with the community and attracting supporters. These collaborations can take the form of exclusive packages that allow hotel guests to attend training sessions of the local team, or meetings with athletes.
- Promote region-specific sports. Another possibility for a hotel wishing to promote the sports segment is to promote local sports. Whether by organising events around these sports or by providing detailed information to guests, the hotel can, on the one hand, encourage guest participation and, on the other hand, distinguish itself in the sector.
How to implement a sports segment in our hotel’s offer?
In the previous section, we have been able to see the different ways in which a hotel can target the sports sector in the area where it is located, with the aim of differentiating itself from the rest of the offer. It is now time to talk about how the sports segment can be implemented in a hotel’s offer.
First of all, it is fundamental to talk about the importance of segmentation in a hotel’s offer. Segmentation is a tremendously useful tool in the hotel market, consisting of grouping potential guests into categories according to their behaviour, needs and demographic characteristics. In this case, we want to know how to implement a new segment, sports, in the offer of a hotel. To do this, 3 steps are necessary:
This first step involves analysing and understanding the needs of the tourism market in the area in terms of local sport events. It is necessary to identify what sport events are taking place and what the demand for them is.
It is at this point that an analysis is made of travel trends, consumer habits and demographics of the area in which the hotel is located, as well as the main sport events and the number of fans they attract. The aim of this analysis is to be able to design an offer in accordance with existing needs. The offer that is designed must be innovative and capable of differentiating the hotel from the rest of the market. It is therefore time to think about how to give a twist to the data collected in order to be able to offer something unique.
Once the offer aimed at the sports segment has been designed, it is necessary to reinforce it through strategic alliances with local entities, such as sports clubs. Establishing close relationships with teams, clubs and organisers of sport events will not only strengthen the hotel’s offer, but will also provide unparalleled experiences for guests.
These partnerships could take the form of offering accommodation packages that include preferential tickets to a sport event, meeting players or attending training sessions. On the other hand, collaborating with event organisers or even sponsoring them could be an unbeatable opportunity to gain publicity for the hotel and therefore greater visibility.
A good marketing strategy is essential to publicise the hotel’s specialisation in the sports segment and to show potential guests the unique experiences it offers.
To carry out this strategy, it is essential to use specific channels that allow us to reach an audience interested in the sports segment: social media, platforms specialised in sports… In addition, the hotel should promote this new approach on its social media, publishing content related to sport events, sharing publications of guests enjoying them, and even offering discounts or exclusive advantages accessible only through social media.
Incorporating the sports segment as an element of differentiation for a hotel is a strategy that is still underused. In these cases, being the first to incorporate it into our offer is fundamental when it comes to attracting as many customers as possible and building customer loyalty. If you have any doubts about this or need help to do so, IHCS is here to help you.