As we dive into 2024, the buzzword is ‘personalisation’, stretching across both digital and physical realms.
NB: This is an article from Hotelchamp
It’s a year where hotel marketers are reshaping their strategies to mirror the high-tech lifestyles of modern travellers. Think cutting-edge video content, innovative tech for daily operations, and the rise of virtual tours–it’s all here. Dive into the biggest trends that are making waves in the dynamic world of hotel marketing this year.
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1. Video content: the reigning king
Last year we saw video take centre stage and this year is no different. The popularity of short-form video is still strong and marketers everywhere are rightfully making it a crucial part of their strategies. 91% of brands use video as a marketing tool. More importantly, 87% of marketers say video has a direct, positive impact on sales. As a result, video will continue to be the top content marketing tool for hotel marketers in 2024.
Social platforms are also noticing the impact video has on their visitors. Pinterest noted that people scroll three times slower than they do on other social platforms when they see video. Plus, viewers retain 95% of a message when watching it on video compared to 10% when reading text. That’s why video is great for raising awareness about your hotel’s brand. Particularly if you target younger audiences such as Gen Z, including videos in your organic and paid marketing campaigns is the best way to be seen in 2024.
Luckily, you can create impactful videos even with a small team or budget. Since AI became a part of many marketers’ arsenal, companies are saving up to 80% of time and budget compared to traditional video production. Whether you’re integrating virtual tours on your website to showcase amenities or creating videos for your social channels to tell your story, there are a few best practices. Remember to always optimise your videos for the channel on which they will be published. This can mean short-form vertical for social channels like Instagram, and longer, horizontal videos for YouTube or your website. Another good tip is to focus on emotional storytelling that captures your visitors’ hearts. Lastly, use your guests’ positive experiences. Integrating user-generated content (UGC) can boost credibility and save you creation time.
2. Hyper-personalisation through journey-focused campaigns
Over the past few years, consumers have become more and more empowered. They can get what they want when they want it, delivered to their doorstep. To gain back control, many companies have taken advantage of the data available to them to understand their customers and their needs. By anticipating the next moves in the decision journey, you can personalise each step to increase the probability of converting website visitors into guests. In 2024, it’s time for hotel marketers to turn to more proactive ways of personalising the guest journey.
Customer journey campaigns focus on guiding and influencing potential guests at different stages of their booking journey. This means creating relevant and personalised experiences for them at every touchpoint, from the moment they stay looking for their holiday until after their stay at your hotel. Like this, you will build a strong connection with them and build loyalty. Plus, a well-defined customer journey can result in a 49% increase in revenue.
Get started by deeply knowing your ideal target audience—who they are, what they want and how to reach them. Follow their journey to booking your hotel and then, think of ways to personalise each touchpoint. From the different websites they might visit before reaching yours, to ads, emails or social media pages, and ending with post-stay surveys and emails. Every interaction impacts the experience and in 2024, a fully-personalised experience is crucial.
3. All things high-tech
“Hey Alexa, what are the best hostels in Tokyo?” For the 2024 traveller, there’s no such thing as using too much tech for everyday tasks. Alongside packing the essentials, using AI to help plan trips has already become just another part of travellers’ to-do lists. Plus, years of staffing and operational issues, hotels everywhere can save both time and money by incorporating more technology into their practices.
