Are you interested in improving the marketing strategy in your hotel? Are you looking for solutions to obtain more data from your guests and thus improve your marketing actions? In this post we explain the needs and opportunities that are emerging in this area and what steps you can take to boost your hotel marketing strategy.
What is hotel marketing?
Hotel marketing is the set of techniques and strategies that serve to consolidate your brand image in the market, enhancing your strengths and your differential services.
In addition to the analysis of the market in general and of your most direct competitors, one of the keys to tourism and hotel marketing today is obtaining data from guests that provide key information to understand their profiles and needs. Improving on this point will help you launch the most effective marketing strategies on the right channels.
How to optimize your hotel marketing campaigns?
Do you know your guests well enough? Before answering this question, you should bear in mind that, especially since the Covid-19 crisis, the rules of the game have changed... a lot.
Before, the hotelier focused on knowing data such as: the country of origin of each guest, how far in advance they booked or if they had any special request, to name a few examples.
But now new needs have been created in our guests. You customers now seek, more than ever, to feel safe, but they have also become more demanding in aspects such as the quality and security of the connection Wifi, to work remotely, or for the whole family to enjoy streaming content from different devices and with the best connection experience.
The information we need from customers, at this time, is more intimate and personal and to get it we must be closer, empathetic, flexible and creative. Obtaining this information allows us to anticipate their needs, offer a better experience and, above all, better focus new marketing actions.
Fortunately, many new technologies that are being introduced in hotels offer valuable opportunities for you to obtain interesting information about your guests. Which are?
- Data collection during the reservation process.
- Data registration at the hotel in exchange for offering free WiFi.
- Obtaining data through surveys or automated email-marketing campaigns.
- Data collection through different devices: hotel mobile app, tablets available in the rooms, IPTV, interactive screens located in different locations of the hotel, etc.
hotel marketing technologies
IPTV
La IPTV technology (Internet ProtocolTV) is much more than a new direct private communication network between the user and the hotelier: it is an element that can help you offer a more personalized experience with your guests, promote hotel products or services or capture data of interest to the guest during your stay.
How can an IPTV solution help you in your marketing campaigns?
- Organize satisfaction surveys during the guest's own stay to correct any possible incident, correct it as soon as possible and thus avoid negative reviews
- Create a direct communication channel with the guest, where he can tell us his suggestions, congratulations or aspects to improve.
- Target targeted messages communicate services or increase direct sales Inside the hotel
- To help so that your client knows the hotel better: location of the facilities, additional services, with their conditions and prices, discounts and special offers, customer loyalty campaigns, etc.
WiFi hotspot
Another key point is the wifi hotspot, a tool that allows you to control and manage access to WiFi networks through an authentication or login process, which opens up endless possibilities in the field of hotel marketing:
- Collect information about users in exchange for enabling access to a WiFi network quality.
- Take the user to a landing page where to promote hotel services and increase revenue per guest.
- Have a better understanding of the different profiles or people who visit your hotel, even from those visitors
- from reservations through OTAs, for which we did not have any contact information.
marketing automation
Did you know that with the data captured in a WiFi hotspot, powerful automatic emailing actions can be generated? For example:
- Start loyalty campaigns to come back to the hotel next season.
It may interest you: how to implement a customer loyalty program in hotels
- Send of satisfaction surveys.
- Encourage the guest to leave us reviews and value your opinion on portals such as booking or take advantage of all the information obtained (email, age, origin...) to create remarketing campaigns on social networks with the aim of attracting similar audiences or re-impacting them with new promotions.
WiFi Bandwidth Optimization: Key to the Best Customer Experience
Another key point is to optimize the Wi-Fi bandwidth, which allows you to have excellent Wi-Fi quality in every corner of your hotel. In this way you can avoid any possible negative review related to this sensitive issue for most guests.
It may interest you: Key points of a WiFi audit: how to optimize your hotel network
Optimization of booking pages through PWA
PWAs (progressive web apps) are state-of-the-art web pages that behave as if they were mobile apps, but since they are developed on a web URL, they do not require downloading.
This technology is very useful for hotels, since it allows guests and clients to be offered a user experience similar to that of a mobile application, with functionalities such as sending push notifications. Thanks to this, the conversion ratios of reservations are increased at the moment in which your potential clients plan their vacations from their mobiles.
How Cerium can help you in your hotel marketing campaigns
In short, the gradual digitization of hotels is making it possible to improve one of the major objectives of the sector: get the best information from each guest. And from Cerium We can help you in this important goal.
Our company has the experience, the human team, the infrastructure and the technical knowledge necessary to implement technologies that improve your hotel marketing strategy and improve the competitiveness of your hotel.
Our services include the audit, design, implementation and optimization of WiFi networks, IPTV, Hotspot captive portal and data marketing solutions that will improve your strategies to achieve the desired objectives.
Fill in the following form and receive personalized advice according to the needs of your establishment.
