TL;DR: Hotel competition is at an all-time high. To win, you must be proactive. This means using outbound "push" marketing. Focus on four key strategies: 1) Create special packages for local events. 2) Partner with other local businesses. 3) Retarget past guests with loyalty offers. 4) Attract lucrative small groups like intimate weddings and corporate retreats.
The post-pandemic travel boom is in full swing, and competition among hotels is fiercer than ever. For properties without a dedicated marketing manager, standing out can feel like a monumental task. But in today's digital-first world, visibility isn't a luxury—it's the bedrock of your business.
To effectively compete and drive consistent bookings, you need to move beyond passive listings and embrace a proactive approach. This means implementing and testing new marketing strategies that actively reach your target audience. A comprehensive plan that integrates multiple outbound marketing channels is essential for attracting new guests and converting their interest into revenue.
Outbound marketing, also known as "push" marketing, is the art of proactively pushing your message, offers, and brand story out to your ideal guests. Let's explore four powerful outbound strategies to inspire your property's growth.
1. Capitalize on Local Buzz with Event-Specific Packages
Events are magnets for travelers and a golden opportunity for bookings. By creating unique packages tailored to local happenings, you can attract high-value guests and significantly boost your revenue per available room (RevPAR).
- Identify Opportunities: Start by mapping out upcoming concerts, festivals, sporting events, and conferences in your area.
- Understand the Audience: Who is attending? A sports fan's needs are different from a music festival-goer's. What would elevate their experience?
- Craft the Package: Create a value-added package that goes beyond the room. For an upcoming marathon, offer a high-carb "runner's breakfast" and late checkout. For a business conference, include a complimentary shuttle to the venue and a quiet workspace. These thoughtful additions justify a premium price point and set you apart.
2. Forge Strategic Local Alliances
Your strongest advocates are often right outside your door. Partnering with local businesses is a highly effective way to build brand awareness, enhance your guest experience, and drive direct bookings.
- Create Your Wishlist: Identify non-competing local businesses that share your target audience. Think tour operators, popular restaurants, boutique shops, and travel agencies.
- Define the Partnership: Decide on the terms. Will it be a simple cross-promotion on your websites and in your lobbies? Or a commission-based referral system? A robust platform like the Mercury PartnerPlus solution can help manage these relationships and track commissions seamlessly.
- Integrate and Offer: Weave these partnerships into your packages. Offer guests a "Taste of the Town" package that includes a dinner voucher for a partner restaurant or discounted tickets for a local tour. This creates a richer experience for the guest and strengthens your community ties.
3. Re-engage Past Guests with Intelligent Retargeting
The guest relationship doesn't end at check-out; it enters a new phase. Leveraging your existing guest data is one of the most cost-effective ways to secure repeat business.
- Leverage Your Data: Your property management system (PMS) is a goldmine. Use this data to segment past guests and create targeted email campaigns.
- Craft Loyalty-Driven Offers: Go beyond a simple "10% OFF" discount. Frame your offers around an appreciation for their loyalty. Offer returning guests exclusive perks like a welcome cocktail, a complimentary room upgrade, or a spa credit. This builds an emotional connection, not just a transactional one.
- Expand Your Reach: Use your email marketing lists to build custom ad audiences on social media. This allows you to retarget past guests directly in their feeds and find new, potential guests who share similar characteristics and travel patterns.
4. Capture the Lucrative Small Group Market
Travelers today are seeking unique, intimate experiences, especially for group trips. While large hotel chains often dominate massive corporate bookings, independent properties are perfectly positioned to capture the burgeoning small-group market.
- Intimate Weddings: With smaller weddings (under 50 guests) on the rise, showcase your property's potential. Create a dedicated landing page with stunning photos from past events, glowing testimonials, and clear package information.
- Family Reunions: Design reunion-specific packages that take the stress out of planning. Offer customizable menus, discounted room blocks, and activities for all ages.
- Corporate Retreats: Target smaller corporate groups and startups looking for inspiring retreat locations. Highlight your meeting spaces, AV capabilities, and any unique team-building experiences you can facilitate through local partners.
These outbound strategies are more than just items on a marketing checklist; they are proactive steps toward building a resilient and profitable business. But managing them effectively requires the right tools.
To help hotels like yours execute these strategies, Mercury Technology Solutions has partnered with premier hospitality consulting firm QQS to launch our new Hospitality Engagement Suite. This focused platform is designed specifically to manage event marketing, guest communications, and digital outreach all in one place.
Explore the program and unify your marketing efforts today by visiting http://mtsoln.com/hospitality-engagement-suite.
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