For all theabovementioned reasons, the establishment of a professional Hotel ReputationManagement that tracks the Hotel reputation all over the web is becoming anessential part of the marketing mix. The very success of a Hotel is dependenton it. Only if the Hotel has a clue about what people say about them, they cancounteract the impact of negative reviews or highlight positive feedback. Moreover,marketers within the hospitality industry are looking to inspire people to wantto visit and develop a relationship with them.
Using UGC, Hotels are lettingevery individual share their story, getting to spotlight the people who havehelped shape them as a brand, marketing with their audiences and not at them,and sending marketing message from individuals instead of brands which is morerelatable to customers. Secondly, old schoolmarketing is no longer efficient. Email marketing proved for years to be one ofthe most effective ways to communicate with customers and new guests but now,with new marketing methods old techniques are falling by the wayside.
Instead,digital marketing is becoming, day after day, a necessity for hotels, which is makingthe task increasingly complex. Hotel managers are challenged not only to meetcustomer’s expectations through services, rooms’ management, availabilities andpricing but are now expected to expand their brand online and compete withothers for guests in new channels and digital communities. The only way to facethis complex hurdle is to have a digital marketing architecture able to providea consistent multi-channel experience and be ready to face any emerging digitalmarketing demands in the future. Perhaps, the hardestpart with digital marketing isn’t in finding and hiring new staff as much as itis in coming up with innovative marketing campaigns.
Digital marketing andtechnologies are moving a little too fast and there is almost a little ofeverything out there on the net, hence, it becomes hard to stand out on socialmedia and reach new people. All of this is without even mentioning theoverwhelming presence of brands and saturated content on social media. It’sunclear if marketers in the hospitality industry have yet figured out afoolproof social media plan. Hotels should be ask themselves what kind ofmaterial they should be producing, how they produce it, and who’s their targetaudience. Then it has to be designed differently for every channel they use.Selling experiences with visual contents are very successful.
Exposure,engagement and advocacy are highly valued by customers specially fans and brandambassadors who will share a brand with friends and present it in a positivelight.