What’s moving the needle in hospitality and leisure marketing
Top 5 Article Takeaways:
- The hospitality industry is on an upward trajectory, with the US hospitality market set to reach $313 billion by 2030.
- Many platforms are making real-time adjustments based on customer data to provide tailored recommendations and to connect with guests throughout their experience.
- Data and tools make it easier than ever before for marketers and hospitality companies to personalize campaigns and each customer touchpoint.
- Creating memorable moments and events that guests want to share and be a part of is a very effective marketing strategy.
- Behind-the-scenes video and consumer-driven content is perfect for Instagram and TikTok.
What’s moving the needle in leisure and hospitality marketing
The hospitality industry is on an upward trajectory, with the US hospitality market set to reach $313 billion by 2030 and global tourism projected to grow by 5.8% annually until 2032. That means lots of opportunities for tourism and hospitality marketing! However, lots of opportunity also means lots of brands competing for market share. If our team has learned one thing over the years working with hospitality and leisure clients, it’s that what moves the needle in hospitality and leisure marketing is often distinct from other industries.
What is the hospitality industry?
The hospitality industry is any business or brand offering services related to accommodation, food and beverage, entertainment, and experiences. Businesses working in hospitality are focused on delivering excellent customer experiences, ensuring guests and travelers are comfortable and cared for in a variety of ways. The hospitality sector represents one of the world’s largest employment sectors and encompasses multinational chains and small independent businesses.
The most effective marketing tactics for the hospitality sector
Embodying the essence of hospitality: At its core, hospitality embodies service excellence, connection, one-on-one interactions, personalization, and memorable experiences. Many marketers are trying to bring tenants to the forefront of campaigns and strategies, delivering personalized marketing that engages audiences with an overwhelmingly positive customer experience. Honestly, these components are hallmarks of high-quality marketing anyway, so it makes sense that we would include them in campaigns and use that as a way to build deeper connections with the audience.
Real-time adaptation: Many platforms are making real-time adjustments based on customer data to provide tailored recommendations and to connect with guests throughout their experience. It’s less about collecting data and more about honing in on what data will drive the biggest returns to clients. From there, precise data is used to refine digital displays in physical locations, customize interactions across channels, and offer better deals, both digitally and in person when relevant. Furthermore, real-time data enables more accurate demand forecasting, which can help companies build targeted marketing strategies based on seasonality.
Hyper-personalized experiences: Hospitality marketing has gone from only personal experiences where you had to know someone that knew someone to find out about the best spots, to everyone can find out about the best spots thanks to social media, and finally back again to a desire to personalize and customize everything. Now, personalization is available on a grander scale, with data and tools making it easier for marketers and hospitality companies to personalize campaigns and each customer touchpoint. Yet, for those seeking luxury experiences, the personalization is usually less digital, less streamlined, and more like the old days. In fact, there is more collaboration within the luxury industry, for example, luxury retail shops partnering with luxury hotels to innovate and offer high-touch experiences.
Focus on wellness: Most hospitality companies now have wellness offerings, and it’s moving the needle when it comes to getting conversions. The wellness retreats attract a clientele that wants to escape from the digital onslaught and relax. It does not even have to be a retreat or a full-fledged wellness spa to get results. Publishing content related to wellness, health, and fitness is engaging customers and drawing them in to hotels, restaurants, tours, and more.
Experiential marketing and events: Creating memorable moments and events that guests want to share and be a part of is a very effective marketing strategy. Events can range from pop-up experiences to specialty brunches, holiday celebrations, and collaborations with local organizations. It builds excitement and can also be used to engage the community, ensuring repeat success and future collaborations.
Partnering with local businesses and cultural institutions: These relationships provide guests with access to experiences they couldn’t easily arrange independently. Collaborations can range from local restaurants, breweries, and bars to cultural institutions like museums, galleries, and theaters. Each collaboration will deliver powerful marketing materials and a curated customer experience.
Short-form video reigns supreme: Less about the hospitality industry specifically, and more about marketing tactics in general, short-form video has become an increasingly popular hospitality marketing strategy as it gives an inside glimpse into the brand while fostering a sense of mystery. Behind-the-scenes video and consumer-driven content is perfect for Instagram and TikTok, especially when people are looking for a little escape. The rise of the local “tour guide” gives plenty of opportunities to look for featured spots because, once one influencer finds a spot, many more are sure to follow.
Hospitality is all about making memorable experiences, so it makes sense that any good hospitality marketing strategy should reflect that. Most of the marketing tactics above have helped our clients move the needle in hospitality. Contact MDG for more information about our suite of hospitality marketing services.