When promoting a property, hotel marketers use a mix of channels. You’ve likely used social media, display ads, or search engine marketing (SEM) to get your property in front of travelers. Deploying ads with the right messaging at the right time can be an incredibly effective way to encourage travelers to book. However, which channels you choose to use and when are equally important. As travelers move through the marketing funnel, where they gather information changes–and, if you show them relevant ads at the right moment, they’re more likely to book.
Here's our guide to the channels you should incorporate to boost direct bookings at every stage of the hotel marketing funnel.
The hotel marketing funnel spans four essential stages, beginning when a consumer starts dreaming of a trip and ending with the type of experience the guest has at your property. Each stage requires tailored marketing strategies to ensure a seamless and memorable journey for the traveler.
Each stage of the funnel presents an opportunity to engage with potential guests and inspire them to book with your property. Selecting the right channels and crafting the right messaging is crucial for guiding guests down the funnel.
In the Discover phase, travelers are initially considering a trip, still exploring various destinations and vacation ideas. They may be drawn to broader themes like tropical getaways or mountain adventures, seeking inspiration from content across social media and other visual platforms.
This is where your property can shine by leveraging captivating images and videos to showcase local attractions and experiences. By offering visually appealing content that highlights the beauty and allure of your destination, you can capture the attention of these dreamers and pique their interest.
During the Plan phase, travelers transition from dreaming to action, actively seeking to turn their travel aspirations into reality. They narrow down their top choices of destination, compare accommodation options, scrutinize activities, and weigh pricing considerations, gradually crafting their itinerary.
At this stage, travelers are on the hunt for properties that align with their preferences and budgets. Hoteliers can seize this opportunity to captivate them by showcasing not only competitive pricing but also enticing amenities or distinctive features that set their property apart. By engaging travelers during the planning phase, you can effectively convey why your property deserves a coveted spot on their shortlist, influencing their decision-making process.
As your traveler finalizes their itinerary, transitioning from dreamer to guest, they enter the crucial booking stage. At this point, they may be weighing options between different hotels. It's imperative to seize this opportunity by delivering tailored messaging or competitive pricing to secure the direct booking. By strategically positioning your property with compelling offers or incentives, you can effectively influence their decision-making process and ultimately drive conversions.
As you celebrate securing that coveted direct booking, it's time to shift focus to maximizing the guest experience. In the Engage phase, we'll explore how to foster lasting engagement with travelers after they've booked by orchestrating a range of personalized experiences. This journey begins with pre-arrival communication, where a warm welcome and helpful details set the stage for their stay. Once they arrive, customized amenities and attentive concierge services ensure guests feel genuinely cared for throughout their visit.
Download our comprehensive ebook now, The Hotel Marketer’s Playbook: A Guide to Navigating the Marketing Funnel, to discover expert strategies and innovative tools that will elevate your service, boost guest satisfaction, and drive more revenue.
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