5 Digital Marketing Must-Haves For Hotels In 2022

Previously trusted techniques for digital marketing in the hotel industry still apply in many cases; however, changing consumer behaviour requires new and effective strategies to gain traction and improve online sales.

There are also new tools constantly being released to take advantage of.

For example, Google debuted a trio of new tools to help destinations and hotels use search data to identify and analyse travel demand; Instagram released its Reels feature and then a new Guides feature to all users; and in web design, retro fonts made a comeback.

Your hotel marketing strategy is going to be key to making sure your hotel revenue management is on point.

If you want to keep up with the competition, change is necessary because the market is now driven by convenience and experiences.

Let’s look at the most important innovations shaping digital marketing for the hotel industry in 2022.

1. Help Your Guests With Their Experience

When it comes to choosing a hotel trip, guests are more circumspect and demanding – you need to prove to them that you can give them the experience they are looking for and beyond.

Accordingly, you have to create a deeper connection with potential guests by showing them exactly what they are looking for and using language and images which resonate with them.

Whether it’s complete relaxation, an activity break or a total escape from reality that your guests are craving, the messaging, website collateral and testimonials all need to be coherent.

You will need different sections on your website that are tailored to alternative types of guest experiences. Feature them in your blog using feedback from previous guests.

Create guides on Instagram using posts from each type of experience to showcase your hotel as the best option.

2. Engage on Social Media

If you have a social media strategy to keep your target audience engaged, you should be driving bookings from these platforms.

Don't forget!

Focus on engagement, not followers.

Social media is all about people and you will be more successful if you involve the staff and people behind the hotel. For example, your chef or gardener can create a story about the food you grow, while your spa staff can post exercise or beauty regimes.

User-generated content is incredibly effective for marketing on social media platforms. If someone posts a picture of your hotel, engage with them and ask if it is possible to use their post on your social media. Remember to mention them in your post because not only will they love it, it is also more authentic.

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3. Use Influencer Marketing

Influencer marketing can work wonders for your luxury brand.

How? The answer lies in authenticity. Business-minded influencers create interesting, original content that drives social engagement.

They have devoted followers who rely on their recommendations.

Genuine videos, photos and online reviews posted by influencers will help your hotel increase credibility, gain trust and foster loyalty.

If high-profile trendsetters are outside your budget, consider working with well-respected micro-influencers.

Even though they might only have a modest number of followers, local influencers can introduce your hotel to new audiences within your community.

Search Instagram or YouTube in your vicinity. Look for fitness enthusiasts to promote your Zumba classes or home bakers to introduce your new afternoon tea.

Establish key performance indicators to be able to select the right accounts for a collaboration.

Forget followers and focus on engagement. Shares, impressions and video views will give you the real insights.

4. Don't Forget the Mobile Experience

From seeking entertainment and doing business to getting fit, people’s lives are now centred around their mobile phones.

As a luxury business, you must seek out your customers where they want to be – in this case, on their handheld devices.

A superior mobile experience is now as crucial to your hotel’s success as answering the phone when it rings.

If you are serious about your hotel’s book-direct strategy, the booking process needs to be as seamless on mobile devices as it is on any desktop computer.

The majority, more than 60%, of your bookings will come from mobile devices.

Check with your website provider that your booking engine is fully responsive and that key calls to action are displayed effectively on your mobile homepage.

Google’s mobile-first indexing prioritises content on mobile.

To stay on track, ensure that the mobile site provides your essential content, offers a rich and engaging browsing experience and also drives conversion.

Users expect fast digital experiences, especially on the mobile web.

The effect of slow load time is well documented. An extensive Google study found that as page load time goes from one to ten seconds, the probability of a mobile visitor bouncing increases by 120%. For better conversion, invest in your content delivery network and concentrate on speed, experience and usability.

5. Brand Lift Studies Help Gauge Brand Awareness

Measuring brand awareness of hotel properties has been difficult during the pandemic.

Now might be the time to consider a brand lift study – it will help you measure the impact of your ads on perceptions and behaviours during the customer journey.

You can then start to optimise the content and messaging you provide at different touchpoints during a guest’s booking process.

It helps you understand how your ads are affecting the metrics that matter, such as last-seen brand awareness, ad recall, consideration, favourability, purchase intent and brand interest.

You can optimise your campaigns based on these real-time results, broken out by demographics, frequency and more.

As a hotel digital marketing agency, we are here to answer your questions. Feel free to reach out to our team.