The tech industry is experiencing rapid change due to technological advancements, changes in consumer behavior, and the impact of the pandemic.
NB: This is an article from The Hotels Network, one of our Expert Partners
This creates challenges and opportunities for how the industry adapts to the changing landscape. Hospitality marketing is also undergoing significant changes, and marketers need to be prepared for both incremental and drastic changes.
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Evolution, innovation, and disruption are all important trends for companies to be aware of in order to remain competitive. Evolution allows companies to make incremental improvements and stay relevant, innovation allows them to differentiate themselves and stand out, and disruption forces companies to adapt and potentially create new markets. As we enter what could be the most pivotal year in recent times, it’s important to strategize how best to position your hotel and brand.
These trends explored below just scratch the surface of what could be in store this year. Download the latest eBook by our Chief Experience Officer, Michael J. Goldrich, to uncover the 12 trends that will transform how hotel marketing will function in 2023.
1. Evolution: Gradual Changes and Improvements to Existing Strategies and Tactics
The TWT Hybrid Workweek
The pandemic has led to a rise in remote work and more people turning towards workations, where people travel for an extended weekend while working remotely. Hotels can take advantage of this trend by marketing every weekend as a holiday weekend, and filling the traditionally challenging Sunday night stay. To do this, hotels should study guest stay patterns and investigate ways to drive revenue and attract more guests that fit this profile. Longer stays can be encouraged by offering personalized messages and offers to potential guests, such as larger discounts for extending their stay.
Short-Form Video
Meta CEO Mark Zuckerberg admitted that he didn’t anticipate the trend of users turning to social media feeds to discover content, which has contributed to TikTok’s success. Hotels need to understand this shift in social media consumption and focus on short-form video content to drive engagement, as it has been found to be the most effective content. TikTok is leading this segment on account of its powerful algorithm, which can deliver highly relevant, customized content quickly.
Microsecond First Guest Impression
In the fast-paced world of online marketing, first impressions matter. People visiting a hotel website expect content to be immediately available and any delay can result in them seeking out other options. With SEO, every page on the hotel website is indexed so that people can land first on just about any page on the website. This means that hotels need to ensure that every page delivers a strong microsecond impression. Hotels can use a smart “greeter” message that can appear just once, or recur to deliver a micro-homepage experience and convey the look, feel, and message that the hotel wants to ensure every person visiting the website experiences. By leveraging personalization to target visitors based on their device, location, and source of entry, hotels can improve their first impression online, increase conversions, and drive more revenue.
