The hospitality industry is fiercely competitive, and as a hotel marketer, you need to consistently keep an eye out for new and innovative ways to stand out from the crowd.
NB: This is an article from iVvy
From social media campaigns to loyalty programs, hotel marketing can take many different forms. But what separates the truly successful campaigns from the rest? We’ve collected four examples of clever hotel marketing that have caught our attention.
Whether you’re looking to drive bookings, increase brand awareness, or improve guest satisfaction, these campaigns are sure to inspire your next big idea.
#4: Marriott
Over the years, Marriott International has been successfully leveraging its extensive portfolio of 30 brands to cater to a diverse range of travellers. However, the hospitality giant is increasingly highlighting the benefits of its loyalty program, Marriott Bonvoy, to consumers. With the aim of encouraging travellers to make Marriott’s mobile app their go-to platform for booking hotels, the company’s marketers have embarked on a multi-phase messaging campaign.
In April 2023, Marriott took another step forward in this campaign by unveiling a television advertisement designed to enhance travellers’ recognition of the Marriott Bonvoy loyalty program. The ad cleverly incorporates a cover version of the popular B-52s song “Roam Around the World” and features various Marriott brands such as Westin (highlighting fitness), Moxy (emphasising trendiness), and W (showcasing elegance). By showcasing this diverse range of brands, Marriott aims to illustrate the vast variety offered by its 8,000 properties.
Why it works
By emphasising the convenience and comprehensive nature of its loyalty program and mobile app, Marriott aims to capture the attention and loyalty of travellers seeking a seamless and diverse hotel booking experience. The campaign showcases the diversity and uniqueness of brands and offerings within the Marriott portfolio, in turn expanding its audience reach.
The strategic choice of music adds a catchy and nostalgic element to the advertisement, evoking positive emotions and creating a memorable association with the Marriott Bonvoy loyalty program.
Overall, the cleverness of this marketing campaign lies in its ability to effectively integrate multiple brands, utilise a catchy song, and convey a cohesive message that aligns with Marriott’s marketing objectives.
#3: Hilton
In their 2016 “Stop Clicking Around” campaign, Hilton set their sights on attracting millennial travellers who were used to booking hotels through third-party sites. The campaign featured comedic videos starring popular figures like Anna Kendrick, emphasising the unique advantages of booking directly with Hilton.
Why it works
Using a well-known celebrity helped Hilton to grab the audience’s attention and generate interest in the campaign. Anna Kendrick’s comedic performance adds a lighthearted and relatable element to the campaign and used humour effectively to make the message more memorable.
Hilton’s ‘Stop Clicking Around’ campaign also targeted pain points when booking hotels through third-party sites – including not getting the room you want, and lacking flexibility – while positioning Hilton itself as a superior option for direct bookings.
Finally, the campaign includes a clear call to action by directing viewers to visit Hilton’s official website to find the best rates. This encourages viewers to take immediate action and reinforces the message that booking directly with Hilton is the preferred method.
By leveraging humour, celebrity endorsement, and a clear focus on the unique advantages to book directly with Hilton, this campaign’s cleverness lies in its ability to entertain, address pain points, and drive viewers towards the desired action of booking through Hilton’s official channels.
#2: Kimpton Hotels
Kimpton Hotels introduced an innovative concept in 2018 called “Room 301” which transformed a guest room into an interactive storytelling experience. Guests were given the opportunity to explore the room, solve puzzles, and discover hidden secrets to unravel the room’s history. The campaign sought to instil a sense of wonder and excitement among guests, inspiring them to book a stay and participate in this adventure.
Why it works
The ‘Room 301’ campaign set Kimpton Hotels apart from competitors by offering something truly unique and innovative. By providing guests with an interactive experience that goes beyond typical hotel amenities, Kimpton Hotels created a compelling reason for travellers to choose their establishment. By immersing guests in a narrative and allowing them to uncover the room’s history, Kimpton Hotels taps into the human desire for storytelling and adventure, fostering a deeper connection with the brand.
Furthermore, the concept of the ‘Room 301’ campaign gave rise to a huge potential to generate buzz and word-of-mouth engagement. Guests who had a positive experience in the interactive room were the catalysts for additional organic exposure for Kimpton Hotels.
By offering an innovative and immersive experience, Kimpton Hotels successfully set itself apart from traditional hotel offerings. It engaged guests in a unique way, fostered emotional connections, and generated widespread word-of-mouth marketing.
#1: Moxy Hotels
Moxy Hotels launched an exciting campaign in September 2022 called ‘Moxy Universe, play beyond’, utilising mixed reality to create an augmented reality experience throughout the Asia Pacific. The campaign was developed to offer a place where people could freely express themselves, craft their ideal identity, and even create multiple identities to connect with other young-hearted individuals and construct their own experiences.
Moxy Universe provided an exceptional and innovative hotel experience where travellers could customise their avatars before arriving at the hotel, choosing from an extensive array of 122 features and 344 designs that depicted different skin colours, hairstyles, body shapes, props, and more. Travellers could create over a billion possible unique avatar combinations and share them on social media, generating customised posters according to their avatar design.
Upon arriving at the hotel, travellers were greeted with an animated welcome message after scanning the AR marker placed at the bar counter, providing a cue to the mixed reality experiences they would enjoy during their stay. They could discover the unique AR experiences they’re created by scanning different AR markers in their room, at the gym, or in other key areas in the hotel.
Why it works
By blending the physical and digital worlds, Moxy Hotels offered guests an interactive and personalised experience that goes beyond traditional hotel offerings. The opportunity for travellers to customise their avatars before arriving allowed guests to play an active role in personalisation, giving a sense of ownership over their hotel experience.
The campaign encouraged guests to share their avatars on social media, generating user-generated content and creating a buzz around the Moxy Universe experience. By providing custom-made posters based on avatar designs, Moxy Hotels enhanced its social media awareness with user-generated content.
The ‘Moxy Universe, play beyond’ campaign is an example of clever marketing. It combined mixed reality, avatar customisation, social media integration, and interactive AR experiences to create a unique and memorable hotel experience.
Feeling Inspired?
These four examples of well-crafted hotel marketing campaigns demonstrate the importance of creativity, personalisation, and storytelling. Regardless of your hotel size, the key to success lies in understanding and connecting with your target audience in meaningful ways.
By leveraging technology, social media, and other marketing channels to craft unique and engaging experiences, you can build a loyal customer base that will keep coming back for more. So, don’t be afraid to take risks, experiment with new ideas, and always keep your guests at the forefront of your marketing efforts.
