If you’re a seasoned marketer, you might be familiar with myths that lead people to do bad things with good intentions. These fabled misconceptions can sour any strategic marketing plan. We’re here to expose the top hotel marketing myths as fact or fantasy.
NB: This is an article from Travelboom
Subscribe to our weekly newsletter and stay up to date
1. Anyone Can Do It
Digital marketing isn’t rocket science, however the industry is layered with niche channels that are typically better left to the professionals. From search engines to social media, the average person won’t be able to master the nuances of each channel as efficiently as an expert. While digital marketing is technically accessible to everyone, effective solutions require a combination of knowledge, skill and experience driven by strategy, analysis, and creativity. Unfortunately, digital marketing for hotels is not a one-size-fits-all approach, and assuming that “anyone can do it” oversimplifies the complexities involved.
2. It’s a One-Time Investment
We can liken digital marketing to a well-oiled machine. Peak performance is achieved through ongoing maintenance and care. Building brand awareness, attracting customers, and maintaining relationships requires consistent effort. A one-time investment won’t yield sustainable results.
3. You Need a Huge Budget
If you’re thinking, you need to spend money to make money, you’re correct. Investing in your marketing will certainly increase your chances of success. And, while having a large budget presents less challenges, effective marketing doesn’t always require a massive lump sum. Allocating resources based on data, narrowly targeting campaigns, and creativity can yield significant returns even with a modest budget.
Explore less expensive avenues, such as social media or email marketing to get the most bang for your buck. Or, consider hiring a knowledgeable intern at a lesser rate.
4. Results Are Immediate
There are a handful of tactics in digital marketing that can generate a quick return on investment. However, true success is a long game of building trust, nurturing leads, and fine-tuning strategies based on data and feedback. Digital marketing requires persistence, and patience, if you want to achieve a long-term payoff.
5. SEO Isn’t Necessary
With ongoing algorithm updates from major search engines, SEO remains crucial for organic visibility. Digital marketers must stay abreast of industry information and be able to easily adapt to changes. Optimizing content for users is essential to success. With an average of more than 50% of online traffic being generated from Organic Search, we consider this myth bogus at best.
6. Social Media Has No Return
The belief that there isn’t necessarily a gain from social media marketing is misleading to marketers. This study by American Express revealed that 48% of respondents want to travel somewhere they can show off on social media. Social media can be a powerful marketing tool. It allows for direct engagement with your audience, builds brand loyalty, and can drive traffic, leads and ultimately, revenue. However, it does require a strategic approach and consistent effort.
7. You Should be on Every Platform
The myth that you must be everywhere in order to find success is dated, and simply not true. Focus on platforms relevant to your audience, being strategic in your choices. If you don’t have the resources to put forth your best effort, you’ll also see half-hearted results.
