7 Lessons Your Mom Taught You about Hotel Marketing
May 11, 2017 8:45am
Every year, in honor of Mother’s Day, we share advice from the original CMOs (chief mother officers) – our mothers!
And when we dove into these motherly pearls of wisdom, we found pretty sage hospitality marketing advice. So, sit up straight. Mind your manners. And, for heaven sakes, listen to your mom.
1. Mom: “Money doesn’t grow on trees!”
Hidden Hotel Marketing Advice
Asset managers, hotel management firms and GMs are under more pressure than ever to deliver real bottom line results. However, many hotel marketers still shy away from being accountable for any revenue responsibilities. Instead, they lavishly tout their “rebranding initiatives,” number of social media followers or new hotel photography. This continued disregard for numerical evaluation will put you in a difficult position next year, when you attempt to request a larger marketing budget. Without measuring your success, owners and managers will be more apt to cut back on marketing expenses and staff, believing that your intangible branding results can be achieved with less.
2. Mom: “Just be yourself.”
In today’s world, it is more important than ever for brands to be transparent and authentic. Social media has changed everything and consumers are demanding that brands be more engaging and less overtly commercial. More personable, less corporate. Hospitality is no longer a B2C industry – it’s P2P, people to people. Every piece of your marketing should reflect that you are a host – first and foremost, and not a business that is gunning for your customers’ wallets.
3. Mom: “Finish what you started.”
Marketing success doesn’t happen overnight. You won’t be ranked #1 on Google anytime soon. Your email list won’t balloon in just a month. Your hotel social media followers won’t triple with just a few posts. And, you won’t see an explosion of direct bookings with one campaign. Don’t expect immediate results in any of your marketing efforts. Successful marketing comes from being consistent. Each marketing component is part of the larger picture, so don’t give up if things don’t blossom right away.
4. Mom: “I brought you into this world. I can take you out of it.”
Your success ultimately comes down to how well you serve your guests with an amazing experience. And, your marketing should also reflect the guests’ desires, emotions, and the benefits they’ll receive from staying with you.
After all, they’re the reason you are in business and they can easily put you out of it! So, don’t use hotel marketing campaigns to simply brag about your property, your accolades and all the ways you are awesome. Instead, show how guests’ lives and perspectives will be changed by an experience with you.
5. Mom: “Look both ways before you cross the street.”
Don’t put blinders on to the rest of the world when creating marketing assets or evaluating campaigns, get real user feedback! For example, you can pay $79 to usertesting.com for unbiased reviewers to test and record their experience on your website. You will be amazed what you can learn by talking to real prospects about their experience with your sales and marketing process.
6. Mom: “Don’t cry over spilled milk.”
It’s a reality for all hotel marketers: despite your best efforts, sometimes a marketing campaign will fall flat or short of your revenue goals. This can happen even after investing a ton of marketing dollars, talent and time in marketing research and implementation.
You win some, you lose some.
Instead of obsessing over it and berating yourself (or worse, your marketing team), brush off your disappointment and get up again. Review what went wrong, determine what mistakes to avoid in the future, then keep moving forward.
7. Mom: “If your friends jumped off a bridge, would you jump too?”
Marketing trends move fast and furious. It’s easy to get swept up in the excitement of it all and have the urge to jump in without a sense of direction or without thinking if this is the best fit for your hotel and your current hotel marketing strategies. Listen to your mom – resist the urge. Instead, be selective which marketing tools and tactics you invest in. Does it genuinely align to your target business mix by segment? Do you have the budget and manpower to execute it well? Do you have a plan in place?
Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com
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