Hoteliers should prioritize online marketing as travel planning on digital platforms is robust and growing.

FREMONT, CA: As travel resumes, accommodation operators invest more resources to increase awareness and generate demand. However, visitor behavior has evolved since the pandemic, necessitating new approaches to hospitality marketing activities. Independent properties can use targeted marketing techniques to compete with branded hotels with significant budgets. In reaction to shifting travel trends, operators of all sizes and types are restructuring marketing strategies to gain a larger market share.

Marketing for the guest experience

A hotel stay is more than just a room, it's an experience, and many modern visitors are looking for intimate, safe, and local experiences. Independent property owners and operators are well-positioned to capitalize on these demands. Promote travel experiences that are relevant to today's travel desires. Showcase the qualities tourists seek, whether it's family activities for extra space for prolonged stays, good connectivity, or outdoor locations allowing a close connection to nature. Assure travelers that they are in a safe and worry-free atmosphere. Smartphone check-in, food ordering through QR code or mobile app, digital messaging, and contactless payments are all options.

Sustainability marketing

The pandemic has raised awareness of the importance of responsible, environmentally sustainable travel. More people are looking for homes that promote sustainable practices while booking trips. Raise the bar for your environmental initiative. Invest in environmentally beneficial efforts such as converting to refillable bath amenities and eco-friendly cleaning products, reducing single-use plastics, and purchasing more locally and sustainably. Showcase your green initiatives on your website, in your rooms, and around your property, where applicable, to make guests feel good about their decision to stay with you.

The never-ending quest for direct reservations

During the pandemic, the share of direct bookings compared to OTA bookings grew significantly for many hotels, as major OTAs reduced their advertising spending during travel restrictions. Make a booking as simple as possible for travelers. Use a booking engine linked to your website and property management system (PMS). Encourage website visitors to book by displaying the best rate assurance. Other incentives and promos should be added to deter potential customers from looking elsewhere.