The below is a guest post written by Hannah Connor.
In the past decade, marketing has undergone a profound technologically driven transformation. Social media has all but effaced traditional modes of connecting with consumers, and the modern dialogue between customers and companies is nothing like the one-way advertising of years past. Today, inundated in a sea of corporate voices all vying for their attention and in possession of the tools to ‘change the channel’ whenever they want, consumers are no longer willing to invest their attention unless offered something of value in exchange. So, while companies around the world are rushing to establish their presence on social media, many are overlooking the evolving public psychology driving this fundamental revision of the marking world.
Content marketing is how businesses inspire customer loyalty and capture consumer attention in the fast-paced digital landscape. It means providing value rather than superficial information. It is a strategy of giving in order to spark the customers’ sense of obligation to buy and for luxury hotels whose business foundations have been shaken by the rising accessibility of budget hotels via the proliferation of mobile technology great content marketing is fast becoming crucial.
Here is how to ensure that your brand doesn’t fall victim to digital stagnation:
The Times, They are Changing
Understanding precisely how the marketing landscape has changed is the first step toward crafting a great marketing campaign. Luxury hotels need to remember that whereas large corporations with vast advertising budgets once dominated the hotel industry, today many travelers rely upon online reviews to pick out their next accommodation; it is not all about the glamorous look and sparkle. These travelers read about the locations they hope to travel to online, they browse blogs and travel sites to gather unique tips and helpful information on product offering. They even use apps on their smartphones to plan out itineraries, and increasingly make last minute bookings directly from mobile devices. This means that small boutique hotels have a better chance to stand out than ever before.
On the strength of having reviews, blog mentions on services you offer that no other hotel has, and the dissemination of useful travel information, luxury hotels can now get even more exposure. What you have to offer is a unique holiday deal or service at just a fraction of the price, and worth talking about. For example The St Regis hotel has an app with a personal e-butler who can be contacted via face time – this is cutting edge technology hotel offerings and modern luxury.
Mobilizing Your Marketing
Establishing a firm footing in the mobile landscape is essential for luxury hotels today. Not only must websites be mobile compatible, but hotels should also release apps to provide their customers with local maps, information on the best local restaurants, and full concierge services. Luxury travelers want convenience and ease, so the more seamlessly you can help them plan their trips the better.
Be sure to establish yourself on review sites like Trip Advisor, and diligently respond to any negative critiques that may come up. Urge customers to rate you online, and build a presence on Twitter and Facebook so that future and past clients can reach out to have their questions answered or learn about upcoming events.
Tapping Into the Blogosphere
Luxury travelers are not just looking for luxury hotels they also want to know about high-end restaurants, cultural events, gallery openings, and upcoming concerts or plays. So, launch a blog that highlights the goings-on in your city. Provide quality content that stands alone as valuable, and don’t saturate it with promotional material. If your blog is useful and informative, you’ll be providing customers with value that will make them appreciate your existence long before they walk in the door. But don’t stop with a company blog, offer to guest blog on as many travel sites as you can. Find relevant news about the luxury market in your area; build a case study and blog it everywhere you can.
Quality Conveys Quality
In your campaign to spread the word about your hotel online, don’t lose sight of your own luxurious image. As a luxury brand, everything you post must convey taste and quality and so this means only posting top-quality professional photos, well-edited prose, stunning videos, and thoughtfully produced content. It also means that you need to carefully consider which sites and platforms are in line with your company ethos. If you produce sloppy content or place valuable content in poorly chosen forums, you will be doing your brand a great disservice and undermining your image.
Each and every piece of content you release online or in print is an expression of your business values so if your content exceeds expectations, you will be telling potential customers that your accommodations will too. Luxury brands must therefore be extremely diligent about controlling the tone, aesthetics, and placement of their content. So, remember that the value you convey in your content is every bit as important as the opulence you offer in your hotel, and you are bound to craft a marketing campaign that sets you far above the competition.
Author: Hannah Connor works on the Vouchercloud hotel discount team online. She has experience in marketing, product development and devising strategies for success.
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