Digital media allows your hotel to create this, on brand, all at the same time too. Think about what your unique selling points are and the best way to communicate these to your audience. Most importantly, everything you communicate must be personalised wherever possible. What this means is that what you say and what you offer to customers must be tailored to their specific demographic. Hotel marketing is now predominantly done online , given consumers no longer have to rely on offline advertisements like billboards, posters or television and radio advertisements.
Firstly, just the concept of online hotel advertising, and now the myriad of ways to explore this option and execute strategies. With social media becoming so important in the everyday lives of consumers there is no doubt that it presents a significant opportunity for hotels to capture the attention of potential guests.
Used creatively, travel content on social media can have a transportive effect on viewers, inspiring them to go on their own journey. Social media also offers your hotel business a range of options when distributing your content, meaning strategy and targeting uses become extremely valuable. Engaging with travellers on Facebook has never been easier or more valuable. Consider these statistics:. Before you can influence travellers on Facebook, you need to grow your following. To get more likes through organic traffic there are a number of things your hotel can do on Facebook. Take note of these quick wins:.
After this you can begin experimenting with paid Facebook advertising. Start with a small budget and set up a page likes campaign that targets those who have been on your website the past 30 days, who also meet other criteria, such as age or gender. Once you have established a credible Facebook page and following, you can start using advertising tactics to get more bookings through the platform. To start with, Facebook has a number of tools designed specifically to help you advertise your business and nail the Facebook conversion funnel.
People spend 5x more time on Facebook than on travel-related apps, sites and searches. Dynamic Ads for Travel DAT allows advertisers to engage with users lower in the funnel who have already visited your website but are yet to convert.
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This kind of retargeting can often prove quite useful in securing bookings from travellers who are still undecided. Dynamic Ads for Travel for Broad Audiences takes this a step further. Trip Consideration can be used to prioritise the delivery of your content to people who plan to travel. These audiences may have a general intent to travel, but have no specific destination in mind yet.
But how does one increase direct hotel bookings via Facebook? This could be triggered from as little as one message or comment from your business to the customer that leaves them impressed with your service. Offer promotions and deals that are only available to those that have liked your page. To really generate direct bookings through Facebook, you need to make instant booking available. With the right online booking engine you can connect your booking engine to your Facebook page so travellers can make their purchase without even needing to go to your website.
Finally, always remember to interact with and reward loyal followers. All feedback, be it negative or positive, needs to be responded to. Reply to comments and messages in a polite tone. Any new visitors will be looking at the way you deal with customer feedback and studying your reviews. A helpful way to handle this is to migrate your communications to Facebook messenger and encourage followers to also pursue this avenue of communication. That way, any negativity or hostility can be resolved in private. In fact, Instagram now has more than one billion users.
Make each post complement your overall brand story.
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Highlight your facilities, but keep content attractive and entertaining to show the dynamic life at the hotel and capture its atmosphere. Share images of new menu items being prepped in the kitchen, staff interacting with guests, and guests enjoying themselves ask permission first.
Staging selfie spots is quite popular and gives guests an easy option to photograph and share their own images. Go beyond your hotel Promote your destination by sharing content of your local neighbourhood, scenery and attractions, to give followers a sense of place beyond the hotel. Engage with the posts of other travel operators in the area.
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When uploading imagery, be sure to use the photo map feature and specify your location so that photos are searchable. Use hashtags Hashtags will make your content searchable. Instagram users often hashtag brands in the hope of getting a response. Search for people hashtagging your hotel, like and comment to create a conversation. Create hashtags for your hotel and campaigns and include them in posts. Start with three or four per post and ramp up.
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For some quick reminders and tips on social media marketing, check this out:. Even without taking a deep dive into the statistics, one could safely assume video is becoming an increasingly popular medium with hotel guests. For hotel marketers, it should be looked at as a first priority when creating strategies to attract bookings. A quick look at YouTube and the one billion people watching more than six billion hours of video each month will tell you how popular videos are.
Humans are notoriously emotional animals and the best way to engage them on this level is through video. Professor Weber is the faculty director for the Berkeley Center for Long-Term Cybersecurity LTC , and his cybersecurity credentials allow him to supplement his experience in organizational governance with the technical nature of security threats.
He served as a special consultant to the president of the European Bank for Reconstruction and Development and has held academic fellowships with the Council on Foreign Relations and the Center for Advanced Study in the Behavioral Sciences. Noam Kirson. Kirson is an applied health economist with extensive experience in health economics and outcomes research HEOR , strategy and market access, and complex litigation matters. He specializes in the application of advanced statistical methods to the analysis of a variety of real-world and clinical data, as well as the development of advanced modeling tools.
He has worked closely with many different stakeholders in the health care industry, including biopharmaceutical and device manufacturers, payers, government agencies, leading law firms, and academic experts. Kirson has managed numerous HEOR and strategy projects, including design of outcomes-based contracts, analysis of pharmaceutical pricing issues, burden-of-illness studies, comparative-effectiveness research, cost-effectiveness evaluations, and budget impact assessments.
In the regulatory context, Dr.
Kirson has supported a successful k pre-market submission to the US Food and Drug Administration FDA on behalf of a medical device manufacturer, including presentation of statistical analyses to an FDA advisory panel. His litigation case work has included evaluation of antitrust matters in the health care sector, as well as assessment of issues pertaining to the False Claims Act.
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Lorraine Eden. Professor Eden is an expert on transfer pricing and multinational enterprises MNEs , with over 30 years of consulting experience in the private and public sectors. Her research focuses on the intersection of economics, international business, and public policy. She was an expert witness in Coca-Cola Co. She is a former editor-in-chief of the Journal of International Business Studies. Oliver Hart. Andrew E. Furer Professor of Economics, Harvard University. Professor Hart is a leading expert in contract theory, the theory of the firm, corporate finance, and corporate governance.
He also researches bankruptcy proceedings and bankruptcy reform, with a focus on how to mitigate wasteful conflicts of interest that can arise among different claimant groups. Professor Hart has consulted and provided expert testimony on tax disputes in which he has evaluated the business purpose and economic substance of special purpose entities.
He has also provided professional guidance on damages and the broader economic consequences associated with breaches of contract.
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Craig Garthwaite. Herman R. Professor Garthwaite is an applied microeconomist who studies the effects of government policies and social phenomena, particularly in the areas of health and biopharmaceuticals. His recent work focuses on the private sector effects of the Affordable Care Act, including the labor supply effects of large insurance expansions, the changes in uncompensated hospital care resulting from public insurance expansions, and the responses of nonprofit hospitals to financial shocks. Professor Garthwaite also studies biopharmaceutical pricing and innovation, including the effect of expanded patent protection on pricing in the Indian pharmaceutical market, the effects of increases in demand on innovation by US pharmaceutical firms, and the relationship between health insurance expansions and high drug prices.
Additionally, he studies the effects of the increased use of private firms to operate and manage social insurance programs, with a focus on Medicaid managed-care firms.
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