If you run a luxury hotel, then your marketing efforts need to appeal to a specialised, niche clientele. By adopting the right approach to marketing, you will be able to enhance your brand, increase booking conversion rates, maximise your client base and distinguish your brand from the competition.
Seeking ways to maximise your luxury hotel’s marketing efforts? Here are our top recommendations:
1. Optimise for all mobile devices
If you want high-net-worth travellers to book on your website, then it needs to be completely mobile optimised (for smartphones, tablets and other small-screen devices) with a focus on speed, appearance and usability. This is more important for luxury boutique brands than it is for mass market hotels, as successful entrepreneurs and highly-paid professionals are extremely technologically savvy, and expect only the best from their booking experience.
2. Establish relationships with industry influencers
Influencer marketing is a huge trend and luxury hotels can truly capitalise on this particular marketing strategy. Luxury travellers are highly active on social media, and exposure of your brand can have a hugely positive impact.
In a study carried out by online media agency, Rhythm One, brands that use influencer marketing can expect to receive $6.85 worth of free media coverage for every $1 they spend on paid media.
There are many social media analytics companies out there that help you to identify the right influencers for your luxury hotel brand. Reaching out to the right influencers is a win-win for both parties.
3. Create informative blog content
Create blog content that your audience will find useful. Blogging is an excellent way for luxury hotels to differentiate themselves and show their unique angle to audiences. The reason for this is simple: Affluent individuals love to read, as they feel this is the ideal way to educate themselves, increase their success and improve their wellness/self-development.
Create a blog on your website filled with information your target audience will find useful and interesting, including content about health, fitness, off-the-radar tourist spots and tips on wellness. Your target market will relate to this content and feel more deeply affiliated with your brand.
4. Personalise the entire experience
Luxury travellers love perks and pampering, with personalisation, comfort and indulgence among their top requirements. From the moment their interaction with your brand begins (at the browsing and booking stage), you need to make the entire process completely personalised.
Treat your guests like VIPs from start to finish, focusing on even the smallest details (e.g. addressing them by their name or filling in their travel dates based on previous reservations). When they visit your resort, you can go one step further by providing them with their preferred pillow comfort or their favourite cigar brand) which you can present in their room upon arrival. This attention to detail will not go unnoticed, and will garner you fantastic reviews – and repeat business.
5. Maintain awareness of what overseas competitors are doing
You might not realise it, but international upscale hotels are your indirect competition. Stay afloat of what strategies they are adopting to attract customers, because if your potential customers can afford to holiday at your resort, then they can afford to holiday at other upscale resorts. These resorts also provide a source of inspiration, but avoid copying them, instead thinking creatively.
6. Think outside the box
To gain a competitive edge, you have to be willing to take some chances. What differentiates your luxury brand from the competition? How can you maintain that differentiation through your marketing? Think value-added offers and innovative approaches to content marketing to compel potential customers to click ‘Book Now.’
How else can luxury hotel brands differentiate themselves from the competition?
8 Ways Media is a leading digital marketing agency with a strong international presence. Situated in Geneva, Switzerland, we develop bespoke marketing opportunities for leading brands to help them rise above the competition.
To learn more about our tailored services, please contact one of our consultants today.