This section focuses on the need for hoteliers to achieve consumer relevance at scale and reshape their marketing strategies to deliver it across all touchpoints.
Shifting trends in the consumer space are driving new expectations of guests as to how they interact with hoteliers—through multiple digital channels and personal interaction points. The industry players must consistently provide relevant experiences across all channels, consumer segments and geographies. For example, hotel internet marketing can play a crucial role in helping deliver a seamless guest experience.
In the digital era, companies need to move away from traditional marketing, transform the function into a business discipline centered on meeting guest needs, and work toward improving and sustaining business performance while controlling costs. Relevance is about using the economy and flexibility of scale to make it affordable and effective consistently. It means that “less is often more”—smartly putting data and technology to work to ensure that each campaign targets the right visitors and each experience is directly relevant to each target.
By adopting online hotel marketing strategies, lodging companies can provide timely and appropriate offers to guests by blending customer functions and digital strategies in new ways.