Hoteliers and resort managers: It’s your moment to shine.
CBRE’s 2023 Global Hotels Outlook Report shows that travel is thriving again. Revenue per available room (RevPAR) in the Americas hit 108% of pre-pandemic 2019 levels, and at 97%, Europe was not far off. The revived Chinese economy and relaxation of its travel restrictions means things are improving globally also.
But what are customers looking for, and where will they go to get it?
The report states in Q4 2022, the percentage of total US hotel bookings made through brand websites or apps reached all-time highs. It’s unsurprising when nearly 29% of travellers feel booking directly gives them better prices and amenities.
But the real question is, how can we get them to visit your website and make reservations? Let's take a look.
Use social media to connect with potential guests
Sometimes the hardest part of getting customers to your website is building awareness of your hotel. This is where hotel social media marketing comes in.All resort marketing solutions should include a social media strategy, especially since the US spends over two hours daily on the platforms. While Facebook holds the top spot with 2.9 billion users, Youtube (2.5 billion) and Instagram (2 billion) are close runners-up. What do the three tools have in common? The ability to stream videos and share photos.
According to Media Bloom, 88% of guests spend most of their time on hotel websites and social pages with feature videos instead of written content. Yet the digital agency adds: There is a staggering 400% chance that a Facebook user will watch live streams rather than pre-recorded videos. That’s because guests look for visuals, but more importantly, they want them to be genuine.
A great way to spread authentic content via hotel social media is through your guests. Encourage them to share their photos, videos, and experiences, whether with a nudge from a staff member or a call to action (CTA) in an email directing them to the platform. Alternatively, if you don’t have guest videos to share, ask them if they are happy to be in your hotel’s live stream and get their handle to tag them, the likelihood is, they will reshare it to their feed!
Boost staff-to-customer engagement to encourage referrals
While 92% of guests read at least one review before purchasing trips, almost half of them feel a review must be written in the last month to be relevant. So hoteliers, let’s keep those reviews flowing.
One marketing strategy for hotels and resorts that works for us is to email the guest after they visit with a thank you and something personal. Whether that’s a written memory, guest photos, or a video from the staff member they interacted with most, being personally thanked makes the guest feel appreciated and builds on their emotional bond with your resort.
Guests that open their emails, find unique anecdotes or memorable photos, and see a CTA that says, ‘Tell us about your stay to help others get the most out of theirs!’ are more likely to leave a positive review. While the memories engage the heartstrings, the request invites guests to share their online experiences, supporting others in their buying process—top motives for writing reviews, Trust Pilot found.
Create unique content that will capture attention
Videos, product presentations, photos, and experience demonstrations represented over 63% of consumers' top influencing factors for considering a hotel—followed by reviews, location, uniqueness, and style. So it goes without saying that capturing high-quality photos and videos is at the top of your priority list.
Photos are a powerful resort marketing solution for engaging with the customer and improving the guest experience. That’s because guests want to be able to picture themselves staying there. And the better the quality, the more likely they’ll trust that your hotel is what it's cracked up to be. Trust in a brand increases again when they see others enjoying the hotel too.
At Fotaflo, we understand that customers connect best with genuine and authentic hospitality, and the best way to demonstrate that to potential leads is by including guests in hotel photography. When you capture customers' best moments, you’re sure to engage new leads with the content.
However, it can be tricky with so many guests coming through the doors to remember everyone organically, filter through their photos, attach them to an email, and give them the option to post online. That’s why we created the Fotaflo app. Simply offer guests your photo service, take staged photos in Instagram-worthy spots, and send them off in a predesigned email with the social and review triggers you need all at the click of a button.
Get in touch to find out how we can help your hotel guests’ become your best brand ambassadors.
