With the advent of social media, marketing in the hospitality industry is extremely fast-changing and dynamic. For smart marketers, there is a tremendous potential to harness new opportunities. There is a massive change in the way hotels and customers have begun to interact. There are some strong indications with respect to the new developments in the marketing area.
Here are some of the trends you should keep your eyes open for:
While the social media giant, Instagram, has been around for a long time now. However, the way that its use is changing, Instagram is creating new opportunities for marketers in the hospitality industry. With the success of shoppable posts and stories in 2018, businesses are increasingly taking Instagram seriously.
Tracking ROI or return on investment from Instagram will be the latest trend in 2019. This will allow hotels to track revenue back from each individual Instagram post and story. Marketers will then be able to judge what content is generating the most sales for their establishments. Marketers will also focus on advanced analytics and other reporting and tracking tools. Instagram is here to stay and is changing and expanding its capabilities as a social media platform.
Searches Drive Sales
The credibility of social media platforms has taken a major hit due to all the “fake news” that has surfaced in the past few years. This has been a major boon for search referral traffic. Due to the trust issues that have now come up regarding social media platforms, search on web browsers is proving to continually deliver audiences, engagement, and bookings. Many researchers now opine that millennials aged 18-35 now prefer going on a general search engine to check accommodation prices.
One of the most effective ways of showcasing and advertising your brand is putting pictures of your establishments on various social media platforms. The use of the word ‘Instagrammabe’ has become so common now that writers and editors are using it in article headlines such as The Daily Telegraph’s ’23 of the World’s Most Instagrammable Hotel Staircases.’
Photography has been a powerful marketing tool since the beginning of the craft. With the increasing use of smartphones, there is now a fast, convenient and accessible way for people of all ages to access the content. With the increase in the use of smartphones, there is an increase in the consumption of images. This gives hotels and brands an opportunity to get their content outright. Consumers now demand a high volume of images showcasing your brand and in 2019, this trend is only going to be on the rise.
Chat apps are gaining popularity as they provide guests with a more personalised experience. You can send anything to your customers through chat apps like booking confirmations, lodging details, and updates. Chat options such as Snapchat and Instagram are especially popular amongst the younger generation.
The option of chat gives the customers a direct line to the hotel staff in case they need any help or assistance during their stay or even before they come to stay at the establishment. The sooner you respond to the demands and requests of your guests, the happier they will be. The hospitality industry is all about providing happiness and satisfaction to the customers.
Chats can now be automated with bots to handle common and simpler queries such as recommendations and room features. More direct messages can be directed to human counterparts. This will give you a chance to turn a negative situation into an opportunity.