In the competitive world of luxury hospitality, standing out requires more than just excellent service; it demands a robust digital presence. For hotel marketers, designing assets for a digital marketing campaign can be daunting, especially with the ever-evolving digital landscape.
NB: This is an article from ARO
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Whether you’re crafting visuals for a bespoke website, optimising a hotel booking engine, or executing a campaign through a digital marketing agency, understanding the fundamentals is crucial. Here are the top five things to know when designing assets for your digital marketing campaign.
Understand Your Target Audience
Before you start designing, it’s essential to have a clear understanding of your target audience. Luxury travellers have specific preferences and expectations, and your digital assets should reflect these insights. Conduct thorough research to identify your audience’s demographics, behaviours, and preferences. A report by McKinsey in 2024 revealed that 68% of affluent travellers prioritise personalised experiences when choosing a hotel. Understanding these preferences can help tailor your digital assets to effectively reach and engage your target audience. For example, millennials, who are now the largest group of luxury travellers, value experiences over material goods. They are heavily influenced by social media and online reviews when making travel decisions.
Tip: Create detailed buyer personas to guide your design process. These personas should include information about your ideal guests’ age, interests, travel habits, and preferred digital channels.
Example: The Maryborough Hotel in Cork excels in understanding their target audience by offering tailored packages (e.g., spa, romantic getaways, family offers) that cater to specific guest needs, ensuring personalised and engaging experiences for their diverse clientele. Check out their offers page to see how they got it right, and you can, too!
Consistent Branding Across All Platforms
Consistency in branding is key to building trust and recognition. Your digital assets, from social media graphics to website banners, should reflect a unified brand identity. This includes using the same colour schemes, fonts, logos, and imagery that align with your hotel’s luxury brand. According to a 2023 report by Brandwatch, hotels that maintain consistent branding across all channels can see a revenue increase of up to 23%. This is particularly important for luxury hotels, where brand image plays a critical role in attracting and retaining guests. Consistent branding helps build a cohesive identity that guests can trust and recognize, which is essential in the crowded luxury market.
Tip: Develop a brand style guide to ensure consistency across all marketing materials. This guide should be accessible to everyone involved in the design process to maintain a cohesive look and feel.
Example: The Powerscourt Hotel in Wicklow exemplifies consistent branding across all platforms by maintaining a unified and luxurious aesthetic on their website, Instagram, and Facebook. Their use of consistent colour schemes, high-quality imagery, and cohesive messaging ensures a strong and recognizable brand identity that resonates with their audience – whether they’re accessing the hotel through their bespoke website, or their hotel booking engine, or even their social media!
