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How to create a hotel marketing plan in 2024

A hotel marketing plan is an important aspect of any property owner’s demand strategy. Without a plan in place, marketing initiatives can become forgotten and end up getting done last minute or not at all.

A well-thought-out plan can save hoteliers a lot of stress and time throughout the year. And while it may seem complicated to put together, once the marketing fundamentals are in place, it is simple to plan and maintain programs.

Read on for a review of hotel marketing essentials and tips on how to create an effective marketing plan. 

Why you should prioritize your marketing plan

Simply put, without demand, there is no business. Marketing plays an important role in not only educating travelers about your property but also getting them to book through your hotel’s website.

Marketers often refer to the path that consumers follow when buying a product or service, or in this case booking a hotel stay, as the “purchase funnel” or “customer decision journey.” This process is made up of different phases and starts with an initial awareness phase before moving through to interest, consideration, intent, and evaluation.

As travelers do research for their trip, they look to a hotel’s website, social media channels, and other third-party outlets to gather information. Hoteliers have the chance to attract their attention through activities such as SEO, paid advertising, and email marketing .

But it doesn’t end there, McKinsey & Company suggests that the purchase journey is not funnel-shaped but circular, featuring a “loyalty loop” in which buyers who’ve had a positive experience go straight to repurchasing.

A strong presence on multiple channels, combined with an exceptional guest experience, will help ensure that your property’s demand stays consistent and your direct booking rate increases.

The most important elements of hotel digital marketing

They say that ‘content is king,’ and this is especially true when it comes to hotel marketing. Marketing content can be divided into three main types, each of which serves a unique purpose in bringing attention to your property.

Paid Media: is content that you pay for through advertising or OTA listings. Paid media requires a chunk of your marketing budget but can drive results fast. As the purchaser, you have high control over the messaging, but it tends to have low trust among travelers

Owned Media: is content that you create as part of your content marketing strategy, such as descriptions and imagery on your website, blogs, and posts on social media. Owned media contributes to your search engine optimization (SEO) and social media marketing strategy and is a long-term way to drive traffic to your website. As the owner, you have high control over the messaging, and it typically generates moderate trust among travelers.

Earned Media: is also referred to as user-generated content or content created by third parties, such as media coverage or online review sites like Tripadvisor. Potential guests often look to earned media to get an unbiased look at your property. You have low control over the messaging, but it generates a high trust factor among travelers.

For your hotel marketing strategy, hotel management should strive for a balance of all three types of content in your promotional activities. For example, your website may feature descriptions and photos (owned media), along with a Tripadvisor review feed (earned media), combined with a listing on Airbnb (paid media).

Key digital marketing channels in the hospitality industry

Digital marketing has taken over the way people consume information today. Different demographics resonate more with different types of media, making it important for hotels to prioritize the channels that work best for their target audience.

For anyone in the hotel industry, here are the key online marketing channels to prioritize.

Your website and SEO.

The most important marketing effort to prioritize is designing a website that is appealing to travelers and optimized for search engines. Creating relevant pages with targeted keywords is important for ranking your website high in search engine result pages. Your website’s content should clearly communicate your property’s brand and positioning and include high-quality videos and pictures to give travelers a sense of place. The site should be easy to navigate and mobile-friendly. Be sure to include information for your different personas, for example, if your target audience is business travelers, then let them know about your free wifi and meeting rooms. Utilize Google Analytics to check the performance of your website and SEO efforts and make changes based on data.

Digital advertising.

Paid advertising can be expensive, however, it’s often the only guaranteed way to reach travelers online. Determining your goals ahead of time will help you decide which type of campaign to run. Do you want to increase brand awareness? Drive conversions? To make sure that you’re hitting your goals, closely monitor the results of your ad campaigns.

Prioritize cost-per-click ads on Google and display ads on Facebook and Instagram. Test out different incentives and offers to get travelers to book direct. Make sure you update your property’s Google profiles such as Search, Maps, and Google My Business, to ensure the best results.

Online reputation management.

Online reviews are an essential source of earned content and a powerful marketing tool for increasing online bookings. Five-star guest reviews help instill trust in travelers when it comes time to book. In addition to monitoring, responding to, and soliciting reviews on major review sites like Google and Tripadvisor, hotels should also manage their listing on these sites and other review directories and implement loyalty programs.

Customer relationship management (CRM).

CRM is the process of building databases and guest profiles to personalize services. You can utilize information gathered through your booking engine to send personalized emails, and provide surprise and delight services during check-in. The best hotels are those that tailor their services to increase guest satisfaction and loyalty . To execute this strategy on a larger scale, create market segments out of your guest profiles and devise specific marketing messages for each group. Use marketing automation or CRM tools to send out these messages and offers.

Social media.

Travelers like to share their trip experiences and find inspiration on social media platforms. With a small investment of time, you can create marketing campaigns for Facebook, Instagram, and YouTube that engage a community of fans. Many travelers prefer to support local businesses, so make sure your social channels highlight your location and unique amenities. Track important metrics, such as engagement rates, to ensure that your time is being well spent. Use a social media management platform to manage posts and track results.

Public relations.

Public relations can be a rich source of earned content, reaching potential guests through stories in newspapers, magazines, travel websites, and other providers. Create partnerships with journalists, bloggers, and influencers to generate media coverage, including articles, photos, and video content. Appearing in third-party publications can really help bring visibility to your hotel business.

The most effective digital marketing channels

While different channels work better depending on your target market, there is research showing clear overall winners. A survey from Skift asked travel companies to rate the following marketing channels from most to least effective. The top three channels were:

• Search search engine optimization (SEO) – 74%
• Paid search – 72%
• Social media advertising – 70%

Not surprisingly, the lowest-rated channels consisted of print newspapers (30%), radio (22%), and TV (12%). This shift to online channels should be an important consideration when drafting your hotel marketing plan.

5 steps to create a hotel marketing plan

Getting started can often be the hardest part. Below are five important steps to incorporate as you start your hotel marketing plan.

Create a compelling brand.

A marketer’s job is to bring a brand to life and make clear to travelers what they can expect while staying at your property. This includes building out everything from a name and logo to descriptions, imagery, and collateral. Make sure that your hotel brand’s message is clear, compelling, and consistent across all channels.

Highlight your key value propositions.

What makes your property different from others? Why should potential customers choose you? It is important to highlight your unique selling points or key features and benefits that will attract guests to your property. This could include anything from your location, style, ambiance, amenities, or reviews. To help you in this process, conduct a SWOT analysis . 

Identify your target markets .

It is important to know who your potential guests are and how to reach them. Ask yourself questions like where do they live? What do they share in common? Once you’ve identified who your ideal guests are, you can further segment them into groups , such as leisure or business travelers, or by geography, personas, demographics, or psychographics.

Activate your channels.

Knowing who your guests are will help you decide what channels you should be active on. Does your target market favor online travel agencies (OTAs) or social media? Do they primarily use smartphones or desktop computers? What is the best way to entice them to stay again? Identify your priority channels, set a budget for each, and invest in tools such as marketing automation to reach potential guests.

Measure the results.

To maximize ROI and reduce wasted dollars, set SMART (specific, measurable, achievable, relevant, time-bound) goals and closely monitor the results of your efforts. Pay attention to conversion rates, revenue, cost of acquisition, website traffic, cost-per-click, email open rates, occupancy, and overall profitability. Over time, you’ll identify trends and can shift resources accordingly to do more of what works and less of what doesn’t.

Final thoughts

If you have yet to create your property’s marketing or business plan for this year, it’s not too late to start. You know your property and guests’ behavior better than anyone, so start by brainstorming who you want to reach and how they consume information.

From here, develop relevant and engaging content and distribute it across channels. Don’t be afraid to reach out to tech partners for support and to travel industry partners to explore opportunities for collaboration.

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Assignment Marketing plan for Hotel DDC [Autosaved]

This assignment is to set up a marketing plan for a hotel

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How to Create a Hotel Marketing Plan

On television, the advertising industry may look glamorous. Marketing agencies are often viewed as high-status, fast-paced places to work, full of graphic artists, witty copywriters, and endless resources. In the real world, however, building a successful marketing strategy rarely appears as flashy as it does on TV. Good marketing content is built upon a strong foundation of data, research, and planning. Creating a thorough, focused hotel marketing plan begins the same way.

In this comprehensive guide, we’re covering the ins and outs of hotel marketing. We explore what a marketing plan is, what your hotel marketing plan should include, how to create one, and more. From identifying your target audience to measuring the success of your efforts, this guide takes you through the world of hotel marketing and provides actionable tips for improving your property’s strategy.

Create a game-changing hotel marketing plan

A marketing plan is a business’s overall game plan for advertising and marketing its goods or services to consumers. A hotel marketing plan details the strategies and activities that the property will undertake to attract more travelers, sell more rooms, increase profits, and continue to grow.

What should a hotel marketing plan include?

In addition to outlining the activities and campaigns the team will engage in, a hotel marketing plan should detail how its advertising strategies will address potential customers’ interests, needs, and desires. Build a comprehensive hotel marketing plan that includes the following:

• Your target market: Detail which demographics, market segments, traveler habits, or booking channels your advertising campaigns will target. Identify the needs and wants of current guests in addition to potential guests, travel partners, corporate accounts, groups, and meeting clients.
• Hotel value proposition: Your hotel marketing plan should include a clear value proposition statement detailing what your property does best. It should identify the primary concerns of your consumer (i.e., guest pain points ) and specify how booking with your hotel is the best way to solve that problem.
• Campaign characteristics: Within your plan, detail your hotel marketing plan goals, objectives, and a step-by-step guide of how each campaign or activity will function. Include campaign dates, duration, expenses, required materials, and the direct oversight necessary for each.
• Logistical details:  Demonstrate which tools, resources, services, and platforms the hotel will use for each campaign.
• Performance analytics: Establish which metrics and hotel performance indicators will be used to measure the effectiveness of various marketing strategies.

From hotel to hotel, marketing plans will vary based on the property type, business model, and specific goals. For example, advertising for a luxury hotel will, and should, look very different from a branded chain hotel’s marketing.

How do hotels benefit from a marketing plan?

A comprehensive hotel marketing plan helps ensure that team efforts and department-specific action items align with the hotel’s overall goals and objectives. An inclusive marketing plan that details each department’s role in hotel promotions keeps everyone on the same page. It outlines how the hotel’s marketing efforts will help achieve a variety of goals and objectives, such as:  

• Attracting new customers
• Increasing weekday business
• Capturing more revenue
• Filling need dates
• Growing profitability
• Boosting meeting and events bookings
• Improving guest loyalty
• Driving repeat visits
• Widening audience reach
• Strengthening online reputation
• Raising brand awareness
• Building better relationships

Create a marketing strategy that appeals to everyday travelers, who want similar things from a hotel, as well as members of your audience specifically—their interests, hobbies, and lifestyle.

How do hotels identify their target audience?

For hotel marketing plans to be successful, hotels must know who their current customers are and which customers they want to capture in the future. Identify your top-performing demographics and which segments account for future business on the books by digging into property management and revenue system reports or utilizing Cvent’s Business Intelligence tools. Identify your current and target audiences using valuable resources, such as:

• Historical data. Historical reporting shows the hotel’s performance in the past, outlining occupancy rates, average rates, and other vital data. Review past hotel performance reports to identify demand peaks and valleys, booking patterns, rate fluctuations, booking channel trends, market share shifts, and previously missed opportunities.
• Forecasting reports. Utilize hotel forecasting reports to get an overview of upcoming room nights, meetings, and revenue already on the books. Look for future booking trends. Identify gaps in rate, occupancy, need dates, high-demand dates, and so on, as it will inform your overall marketing strategy moving forward.
• Market segmentation. Segmenting hotel guests into different categories based on their travel and booking habits allows revenue managers and marketing teams to identify where their business is coming from. Utilize market segment performance reports to analyze how much of your business comes from each hotel market segment, such as transient travel, group, social, corporate, military, religious, local businesses, leisure, extended stay business, and so on.
• Booking channel performance. Hotels can utilize various advertising channels to attract customers and increase their audience reach, including the hotel’s website, affiliated brand.com sites, search engines, video advertisements, social media platforms, email, print marketing, and other hotel distribution channels . Monitor booking activity from each channel. Track third-party booking channels and OTA channel performance through the global distribution service (GDS).

As powerful as data can be, the best way a hotel’s marketing team can identify its customer base is to get to know them. Spend time talking with guests, interacting with them, and reviewing their feedback. Identify every place hotel guests can leave feedback, such as your Google listing, brand.com page, or Facebook account.

Monitor and engage with reviews on each platform to form a clearer picture of how guests perceive your property. Additionally, guest comments and reviews often include specific details that the marketing team could find helpful, such as where the traveler booked their reservation, their reason for travel, or details about what they did while they were in town.

Do hotel marketing plans include the competition?

Marketing is about more than attracting people to your brand or product; it’s also about increasing your market share by capturing business that once belonged to your competitors. If you don’t know which hotels are in your competitive set, establish how your property compares to nearby competitors in size, service level, star rating, age, brand, features, amenities, average rates, and reward offerings.

• Which chains or brands are you competing with?
• Which competitors have better amenities?
• Is your hotel older or newer than the competition?
• Have any competitors recently undergone renovations?
• Which hotels are full-service, and which are focused-service?
• What’s missing in the market?
• Is the market oversaturated? How?

Identify how you stack up against each and where your hotel currently ranks in the general market. Research the marketing strategies of property in your hotel’s competitive set . Identify how, when, and where they communicate with their customers and which marketing strategies they focus on most.

• How do your biggest competitors target their customers?
• What does their marketing look like? How does it stand out?
• How do they represent their brand in marketing materials?
• Do any of your competitors have similar branding?
• How many members of the comp set are active on social media?
• Which properties have a Facebook? Which are active on Instagram? TikTok?
• Do your competitors offer virtual hotel tours ?
• Which competing hotels produce the highest quality content? The lowest?
• What do you like about their strategies? What would you change?

Once you have a clear idea of how competitors target their customers, you’ll be better equipped to create compelling marketing campaigns that outshine them. Determine which hotels are your biggest competitors and track their performance in the Competitive Set Dashboard . Analyze how shifting marketing strategies or new marketing activities affect business distribution in the market.

How do you create a hotel marketing plan?

Whether you’re a seasoned hotelier or have just stepped into the wide world of hospitality for the first time, designing a marketing plan doesn’t have to be overwhelming. With so many moving parts and marketing channels to consider, it can be challenging to know where to start. Follow the ten simple steps below to create a thorough hotel marketing plan with a solid foundation.

1. Identify your target audience

Outline which guest demographics and market segments the marketing plan will target. For instance, specify which campaigns will target group travel and which activities will attract transient travelers. Are all the marketing strategies aimed at individual travelers, or are some designed to attract corporate clients and travel planners? In addition to verifying your target audience, identify which campaigns are aimed at specific dates, travel patterns, or booking channels.

2. Confirm your marketing goals

Identify the objectives and goals for each campaign and activity included in your hotel marketing plan. A particular marketing strategy may be designed to achieve a single purpose or a combination of performance goals, such as:

• Increase revenue
• Improve ADR
• Strengthen guest loyalty
• Book more events
• Increase room night production
• Attract wedding business

3. Determine your marketing budget

Determine how much money is in your overall budget so that appropriate amounts can be allocated to different strategies and marketing channels. Take advantage of budget restrictions, and place parameters on social media ad campaigns when available. For example, Facebook and Instagram allow you to determine how much you’ll spend on ad campaigns in advance and set a spending limit, ensuring that you only spend allocated marketing money.

4. Establish a specific point of view

What reputation are you trying to build: luxury, affordable, flexible, business-friendly, tech-savvy, or something else? Establish how your marketing content and strategies promote your distinct point of view. Create a style and voice the hotel will use across all platforms to cultivate a clear, distinguishable viewpoint for your hotel.

5. Optimize online content

Improving the hotel’s online content and listing consistency can substantially impact how easy it is to find your property using search engines. The more optimized a business’s content is, the higher it will appear; the higher your listing result, the more likely a potential customer will see it. As most consumers only scan the first few search results , how high your property ranks can influence whether or not travelers encounter your property or a competitor’s first.

Optimizing hotel SEO can maximize exposure and increase your audience reach, but building quality search engine content takes time. Begin by locating all hotel websites, social media accounts, OTA listings, and other venue profiles. If you haven’t already, find and take ownership of the hotel’s Google Business listing . Ensure that hotel information is accurate and up to date across all listings, and consistently work to optimize online content by:

• Reading and responding to guest reviews
• Answering questions and responding to comments
• Engaging with user-generated content
• Providing consumers with content they find valuable
• Using high-ranking, relative phrases and keywords

Improve your hotel’s ranking further by using Geolocation services like Geo-targeting, Geofencing, and beaconing. Activating your listing location will help the hotel capture customers searching familiar location-based phrases like “hotels nearby,” “Hotels in Jacksonville,” or “Virginia Beach waterfront hotels.”

6. Create exciting packages and enticing offers

Create distinct hotel packages and exclusive offers that set your property apart from others in the area and highlight what you do best. Determine how you will advertise each package (e.g., via email, on your website, and search engine advertisements) and who will receive the promotions.

Think about what incentives your target demographics will find appealing. Are you attempting to capture the business of out-of-town tourists? If so, they may find a marketing campaign highlighting nearby attractions and high-rated restaurants intriguing. A promotional campaign offering a discount on mid-week room blocks could capture the attention of a corporate travel planner sourcing in your area.

7. Organize an email marketing strategy

Email is a powerful marketing tool for hotels, allowing marketing teams to reach a large number of targeted guests quickly. If you don’t already have one, build an email marketing list. Make it easy for guests and interested consumers to join the list by creating a secure opt-in form and featuring it prominently on the hotel’s website. During the sign-up process, request helpful information regarding the individual’s travel preferences, transportation needs, room type preferences, or interests.

Reach out to mailing lists regularly to promote special offers, limited-time offerings, and upcoming events. Send guests a reminder email before arrival and follow up with them afterward regarding their stay. In addition to keeping in touch with guests, email marketing can be used to capture additional business. Set up ad retargeting emails to reconnect with potential guests who’ve interacted with your property online.

8. Set campaign parameters

Determine when each campaign will run, how long it will last, and which marketing channels you will use. Confirm how your team will track the strategy’s success and which metrics they will track to measure it. Outline who is working on the campaign, what everyone’s role is, and who will lead the effort.

9. Automate hotel marketing

Automate as much of your hotel marketing as possible to save time, reduce errors, and simplify the advertising process. Write emails, create social media content in bulk, and schedule it to go out later. An entire marketing campaign can be completed in a single sitting and designed to run automatically for a predetermined period or specified date. Automate marketing emails that regularly promote discounts, packages, and limited-time offers to keep them at the forefront of customers’ minds.

10. Track campaign activity

Track rate code usage, shifts in ADR, occupancy rates, market segment performance, changes in booking pace, and other key performance indicators to identify how well your marketing strategies and campaigns are achieving their goals. Use the Hotel Performance Dashboard to gain high-level insight into RFP, venue, and sales activity.

Find out how the top hotels market themselves

Evaluating the success of your hotel marketing plan

Regularly review each of your hotel marketing campaigns to track activity and performance. Identify which strategies have been the most successful, the least successful, and which could benefit from improvement. Determine which channels and strategies your target audience engaged with the most, and reorganize future marketing plans around your top performers.

A hotel marketing plan should be fluid; it should evolve with changes in performance, shifts in the market, and future forecast fluctuations. Spend more time focused on your most successful booking channels and marketing strategies while eliminating services, ads, or booking channel subscriptions that do not benefit the hotel.

Tips for maximizing marketing potential

Follow these tips to streamline advertising efforts and maximize the potential of your hotel marketing plan.

• Make content shareable and mobile-friendly

Consider how different advertising content will appear on phones, via email, laptops, or a desktop. Connect hotel accounts and social media platforms to make it easier for online guests to share and engage with marketing content. Include account handles, campaign hashtags , and direct links in hotel marketing materials so consumers can quickly jump from one channel to the next.

• Test email marketing for engagement first

Create finely segmented email lists based on consumer travel habits, hobbies, lifestyle, and willingness to spend. Split test marketing emails to identify which layouts and content types audience members interact with most.

• Embrace experiential marketing with a virtual hotel tour

With Cvent’s Event Diagramming software , hotels can create photorealistic 3D recreations of their property and invite guests to fully immerse themselves in a virtual hotel tour. Remote visitors can walk through the lobby, explore guestrooms, and experience your property from a photorealistic first-person perspective. Planners can picture their events in your meeting room and see how well your property can accommodate group travel. They can visualize what a stay at your hotel will be like before ever stepping foot on the property.

Embrace social media as a necessary marketing channel, even if you’re not a fan. Encourage guests, potential customers, and online audience members to create and share their own content on hotel social media pages, as user-generated content is typically more potent than business-generated marketing.

• Delegate marketing tasks and channels based on strengths

You may need to become more familiar with Instagram or TikTok, but there could be an employee at the front desk or in housekeeping who already has a passion for it. Do you have a photography fan or cinema buff on staff? Could you work together to create visually compelling and engaging video content?

• Invest in hotel marketing tools and media

Photos and videos tell online viewers a lot about your hotel and can affect their impression of your property. Invest in high-quality tools, professional services, and software solutions to remain competitive in an increasingly digital world.

Consistency is a critical component of successful hotel marketing, so check into all of your accounts frequently. Regularly post content, engage with user content, read guest reviews, and consistently respond to comments from audience members. In addition to having your finger on the pulse of your audience, engaging with and responding to consumers in a timely, consistent manner will help strengthen your online reputation.

Still have questions about your hotel’s marketing plan?

If you’re looking for additional guidance to improve your hotel marketing plan, content, or execution, check out our answers to frequently asked questions below.

1. How should hotels use retargeted ads?

Retargeted email ads are sent to consumers and travel planners who showed interest in your property but didn’t confirm a booking. The ad may highlight an upgraded room type, a promotional discount, or celebrate hotel amenities to recapture their interest and move them closer toward booking.

Serve retargeted ads to individuals who visited your website and engaged in interested consumer activity (e.g., looking at various room types) but left before booking a reservation. Similarly, follow up with planners who looked at meeting room availability but didn’t submit an inquiry.   2. What kind of content should hotels use in marketing campaigns?

Attract potential customers and maintain a strong relationship with guests by providing them with content they find valuable. Keep them up-to-date on exciting area events, hotel renovations, staff recognition, and other exciting hotel happenings. Is there a nearby golf course that drives business to your hotel? If so, golf-loving guests may find updates about club events, tournaments, and course packages valuable.

3. How can hotels connect with their guests through marketing?

Build a stronger connection with current and prospective guests by providing them with insider knowledge, or an “inside scoop,” on hotel happenings. Encourage online and onsite hotel-guest engagement, and use storytelling in your marketing to help audience members make a more personal connection with the property.

Attract your target audience with a hotel marketing plan that works!

When guests and potential customers see your marketing, they should immediately associate the visual with your hotel. A strong brand identity makes your property distinguishable and easier to identify, and it lets potential customers know what they can expect when staying with you. Up next, we explore the power of hotel branding and help you build a brand identity that attracts members of your target audience.

Kim Campbell

Kim is a full-time copy and content writer with many years of experience in the hospitality industry. She entered the hotel world in 2013 as a housekeeping team member and worked her way through various departments before being appointed to Director of Sales. Kim has championed numerous successful sales efforts, revenue strategies, and marketing campaigns — all of which landed her a spot on Hotel Management Magazine’s “Thirty Under 30” list.

Don’t be fooled though; she’s not all business! An avid forest forager, post-apocalyptic fiction fan, and free-sample-fiend, Kim prides herself on being well-rounded.

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Hotel Marketing Strategies & How to Create a Hotel Marketing Plan + Template

As a hotel owner or manager, you know that marketing is essential to driving business. But with so many options and moving parts, it can be difficult to know where to start. That’s why we’ve put together this comprehensive guide on hotel marketing strategies and how to create a hotel marketing plan.

Download the Ultimate Marketing Plan Template

Key components of a hotel marketing plan.

A great marketing plan has eleven sections as follows:

Executive Summary

Target market segments.

• Unique Selling Proposition (USP)

Pricing and Positioning Strategy

Distribution strategy, marketing materials, promotions strategy, digital marketing plan, conversion, referral, and retention strategy.

Financial Projections

We provide more detail for each of these key components below.

The executive summary is a brief overview of your entire marketing plan. It should include your overview information from each of the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.

When it comes to marketing a hotel, it is important to identify your target market segments. Who are your most likely customers? Consider factors such as age, gender, income, location, and lifestyle when determining your target market segments.

For example, a hotel business’ customers may include business travelers, leisure travelers, families, groups, or weddings.

Break down each of these segments even further by considering their needs, wants, and pain points. For example, the needs of a hotel business’ customers may include convenient location, comfortable accommodations, and affordable rates.

Your unique selling proposition is what makes your hotel business stand out from the competition. What do you offer that no one else does?

By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.

Unique Selling Proposition

Your unique selling proposition (USP) is what sets your hotel apart from other hotel businesses. What do you offer that nobody else does?

For example, your USP could be that you offer the most convenient location, the best customer service, or the most comfortable accommodations.

No matter what your USP is, make sure it is clear in your marketing materials. Your clients/customers should be able to see immediately what makes you different from the other business in their area.

Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.

For example, if you are targeting business travelers, you will want to offer rates that are competitive with other hotels in your area. If you are targeting leisure travelers, you may want to offer discounts or package deals.

No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other hotel businesses with which you compete are charging for similar offerings.

Your distribution strategy is how you will get your hotel rooms in front of your target market. There are many ways to do this, such as listing your rooms on online travel websites, using a booking engine on your own website, or working with a travel agent.

Providing offers through your business is a great way to entice customers to make a purchase. Consider offering discounts for first-time guests or loyalty rewards for frequent guests. You could also offer promotional items such as coupons.

Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.

Some of the marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to make sure your branding is strong and consistent across all of your marketing materials.

Your promotions strategy includes the methods you will use to attract new customers. It should be designed to generate excitement and encourage customers to try your business. 

Hotel businesses should consider the following promotional strategies:

• Sponsoring local events
• Offering discounts or package deals
• Creating a loyalty program
• Working with travel agents
• Listing rooms on online travel websites

In today’s digital age, it’s important to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.

Some of the digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to make sure your website is mobile-friendly and easy to navigate.

Hotel businesses should consider the following digital marketing strategies:

• Creating a responsive website
• Optimizing website content for SEO
• Engaging in social media marketing
• Launching email marketing campaigns
• Using pay-per-click advertising

Your conversion, referral, and retention strategy should be designed to keep customers coming back. Consider offering loyalty rewards, discounts for referrals, and other incentives to encourage customers to continue using your business.

You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.

Hotel businesses should consider the following conversion, referral and retention strategies:

• Create a loyalty program
• Offer discounts for referrals
• Make it easy to book online or over the phone
• Provide excellent customer service
• Respond quickly to customer concerns

Last but not least, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.

The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your projections on a regular basis to reflect any changes in your business.

Financial projections for a startup hotel business may include:

• Startup costs
• Monthly marketing budget
• Sales goals
• Revenue projections
• Expense projections
• Profit and loss statements

Developing a strong marketing plan is essential for any hotel business. By taking the time to understand your target market, create powerful marketing materials, and track your progress, you can ensure your business is successful. 

Other Helpful Articles

Identifying Your Competition & Benchmarking Metrics For Your Hotel

Hotel Industry Statistics, Market Data & Future Outlook

8 Basic Search Engine Optimization (SEO) Strategies For a Brand New Hotel Website

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Hotel Marketing Plan for 2024

Today’s traveler’s journey is more fragmented than ever. With the recent proliferation of new travel super apps, distribution Goliaths such as Google and Expedia updating their ranking algorithms at a frantic pace, and the seemingly unstoppable growth of metasearch engine traffic, building and executing an effective hotel marketing strategy can seem intimidating. Maintaining a holistic, cross-channel approach is essential and always is highly-recommended by our hotel management company .

The primary goal of a robust hotel marketing plan, in fact, is to increase your brand visibility (and to do so transversally), ensuring that your property is bookable wherever your potential customers choose to research their trip. Mapping your guest’s journey becomes, therefore, critical to success.

In this article, we will cover 15 best practices to create a solid marketing plan and strategy for your property:

• Guest Experience is Everything
• Don’t Underestimate your Website
• Social Media
• Reputation Management
• Advertisement
• Content Marketing
• Hyper-target
• Diversify and Experiment
• Understand the Effectiveness of Each Marketing Activity
• Review your Distribution
• Train your Staff to Sell Better
• Communication with the Team and Stakeholders
• Set the Right Objectives to Succeed

Maximize Your Hotel Revenue

Uncover the hidden revenue potential of your hotel or resort.

1. Guest Experience is Everything

In August 2022, the Expedia Group released a new algorithm update that affects how properties appear in the OTA’s search results. The new factors do not only take into consideration the strength of the listing itself, but also give particular importance to “how frequently your property delivers great experiences to guests (…), taking into account relocation and refund rates, average ratings from cleanliness, amenities, room comfort, staff and service, and the property as a whole.”

The fact that one of the world’s leading OTAs concentrates so much on the guest experience proves this aspect’s importance. As we like to say at XOTELS, “ you cannot oversell but only underdeliver” .

(See more tips on improving guest experience ) .

Zoku Hotels .

2. Don’t Underestimate your Website

Talking about websites in 2022 can seem like an anachronism. Still, your official website is still your most effective marketing tool , whether your direct traffic comes from SEO, paid search advertising, newsletter, social networks, or metasearch engines. There are countless aspects to consider when creating a website, but make sure to follow these essential rules:

• Design it for your guests, not your personal taste . User experience is what makes a website great. Focus on usability and UX, and make it easy for users to get to the content they want;
• Don’t be stingy on hosting, content delivery network (CDN), and on-page page speed improvements. A Google abandonment rate study found out that if your website takes longer than three seconds to load, you lose half of your visitors. Low load speed can nullify all of your marketing efforts;

Make sure to run your own test in Google´s PageSpeed insights tool .

• Pick the right CMS for you . Proprietary or Open Source? There is no correct or wrong answer, but make sure it does fill your needs;
• Stay updated with the latest SEO best practices . With a market share of over 90% , Google is, by far, the search engine to observe. At Seroundtable.com you can find one of the most comprehensive and detailed lists of Google search ranking algorithm updates . Make sure to keep an eye on it, at every 3-4 times a year (frequency of major algorithm updates, called “core updates”).
• Create a sexy Call-to-Action button . What’s your website’s goal? Increase bookings? Get more MICE requests? Whatever it may be, make sure your CTA is clear and in line with your strategy;
• Track, track, and then track some more! Heat mapping and on-page analytics tools are excellent sources of additional information on your users’ behavior. If something is not working, make sure to fix it. A website is always a work-in-progress project.

3. Incorporating Social Media into your Marketing Strategy

The use of social media in the hospitality industry is controversial, mainly because we tend to analyze our marketing results by exclusively looking at last-click attribution. If it’s true that social media rarely play any role during the final step of guests’ reservations, they do in the first micro-moments of the booking journey.

Make sure to engage your guests with enticing content and encourage them to share their positive experiences. On top of that, pick the right platforms based on your customers. Looking to get more business travelers? Focus on LinkedIn and Twitter. Leisure, adult travelers? Facebook and Instagram are the logical choices. tIf you want to increase your visibility amongst younger audiences, on the other hand, you may want to invest in TikTok, Pinterest, or Snapchat. If you’re trying to boost your visibility in Asia, it’s worth exploring alternative platforms such as WeChat, Sina Weibo, LINE, SNOW, Youku, Qzone, or Naver. But, as goes for every strategy, no success is guaranteed, and focusing on too many platforms might at the same time might only work against you.

Finally, when it comes to influencers, always make sure to ask for analytics before signing a contract. You want to know their followers’ demographics, to avoid bad surprises, and ensure they align with your potential customers.

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4. Reputation Management

When Google ranks a website, it measures what is called “E-A-T” (Expertise, Authority, and Trust), and reviews play a critical role in measuring the latter. Review signals are an important ranking factor , and it’s also proven that responding to reviews helps with your SEO. So, even without mentioning all the benefits of correct reputation management (such as a better understanding of your property strengths and weaknesses, problem-solving, etc.), increasing the volume of your reviews is also a terrific search engine optimization booster. And remember, even though most reviews are published on Google, Booking.com, Expedia, and TripAdvisor, you should also monitor other platforms. So, make sure to claim your hotel listing on as many booking, maps, and review sites as possible, and always keep them up-to-date.

Make sure to use Google´s “request reviews” link feature, to give customers an easy way to leave a review.

5. CRM – a Vital Part of your Marketing Plan

If there’s one software you should never overlook in your marketing arsenal, that’s CRM. On top of the benefits of marketing automation, collecting your guests’ data can help you provide a more tailored experience that will, in return, also increase loyalty, guest retention, sales, and profit .

6. Advertisement

With an assortment of countless advertising solutions out there, you should make sure to pick the one that fits your strategy. Here are our suggestions:

• Social media, pretargeting, and native advertising are great ways to increase brand awareness and put your hotel on your potential guests’ radar;
• Retargeting and branded ads are, on the other hand, the ideal tools to get high ROI with a modest budget;
• According to several studies, 5-15% of hotel total online revenue is now generated via metasearch engines . With an array of different bidding approaches (pay-per-click, pay-per-stay, hybrid, etc.), this is becoming one of the most (if not the most) effective advertising strategies for hotels of any size and type (see more hotel metasearch advertisement tips );
• OTA advertising is an underused, yet very effective, advertising platform, especially to increase top-funnel visibility. Booking.com is currently beta-testing native advertising, too, even though the program is only open to selected hotels in the US, but you may want to keep an eye on the evolution of the beta test.

Example of B.com´s Native Ads showing in their search results, seen in the U.S. market.

7. Content Marketing

First of all, let’s debunk a myth: content marketing is not (only) what you publish on your blog . Quite the contrary! Videos, newsletters, and social posts are all part of CM. Keep your target audience in mind when creating content, and focus on the channels where your (potential) guests interact. For example, if your blog page generates <1% traffic, you may want to concentrate on other, more visible, platforms.

And, if you’re suffering from writer’s block, it’s worth trying AI content and image generator tools, such as copy.ai, MidJourney, or Craiyon. As (currently) AI-generated content goes against Google’s webmaster guidelines , these systems should only be used for outlining content, but the “human touch” is still extremely important. A typing assistant, however, can greatly help review spelling, grammar, punctuation, clarity, engagement, and delivery mistakes.

Is SEO dead? We’ve heard this since the mid-2000s, but this is far from the truth. SEO has changed, sure, but for the better! As search engine algorithms rely more and more on AI and machine learning, they are changing faster than ever before. It means that all those black-hat tactics used in the late ’90s are not only useless today, but also detrimental . For example, as we write this piece, Google’s “ helpful content update ” is rolling out. The update devalues content created for search engines and rewards “human” content.

Finally, if you’re looking to expand your visibility in non-Google-centric countries, such as Russia or Asia, make sure to monitor how your website ranks on search engines such as Yandex or Baidu. And don’t forget “off-site” optimization! Auditing your OTA profiles at least three-four times a year is mandatory to ensure your listings are constantly fully optimized.

9. Hyper-target

First, we had mass marketing; then, we had niche marketing. Today, you should focus on “ad personam” marketing . With all the data hotels can collect on their guests , prospects, and potential customers, properties can create marketing personas and segment their audience by location, segmentation, demographic, and so forth.

Make sure to differentiate your message if you’re talking to, for example, value seekers or luxury travelers, business or leisure, repeating and loyal guests, etc. You can also send diverse messages during different times of the day: a last-second overnight special offer can work wonders at 6:00 PM, but it won’t be as effective at noon.

10. Diversify and Experiment

Putting all your eggs in one basket is never a good idea. Don’t be scared of trying different approaches and multi-test . What used to work yesterday may not work tomorrow, and -in marketing- there’s no such thing as a one-size-fits-all approach.

11. Understand the Effectiveness of Each Marketing Activity

Make sure to define clear KPIs and track your results. Effective marketing is a moving target, and, over the years, you will have to adapt, fine-tune, and, why not? Even make some U-turn. Recent GDPR concerns around Google Analytics privacy compliance could negatively affect how accurate marketing activities tracking will be in the future, but -at least for now- the deeper you can analyze, the better .

12. Review your Distribution

That’s the one million dollar question: What is a good distribution mix? Unfortunately, there’s no straightforward answer to that. Some properties might want to increase their awareness by using OTA’s billboard effects, while others may want to focus on reducing cost-per-acquisition and increasing their direct revenue.

According to Expedia , 2/3 of travelers that end up booking directly visited an OTA before doing so. So make sure to optimize your OTAs’ listings (are your photos up-to-date? Have you listed all of your property and room amenities, points of interest, fees, policies, and settings?). OTAs are not only an integral part of a healthy distribution mix but a very effective top-funnel/brand awareness strategy too.

13. Train your Staff to Sell Better

Chances are you’re aware of your booking engine’s conversion rate, but what about your reservation department? Telephone and face-to-face are critical channels for hotels, even though, especially after the rise of online bookings, some hoteliers started considering them just operational services rather than commercial ones. Sure, you can implement that new automatic up/cross-selling tool. Still, your human staff can go a long way to redirect guests to your direct channels , upsell and increase your overall ancillary revenue . Continuous training is, therefore, crucial.

Bunk Hotel Amsterdam .

14. Communication with the Team and Stakeholders

Psychologist Geert Hofstede theorized the notion of the “power-distance index” (PDI). In short, the index measures the extent to which subordinates accept or challenge the authority of the people in charge. Hofstede’s PDI is lower in organizations where executives work closely with subordinates and higher in places with a strong hierarchy. It is proven that companies where candid communication between departments tend to have better results in profitability, production, and staff well-being. So make sure to keep an open flow with your staff, as they’re your most precious asset .

15. Set the Right Objectives to Succeed

Marketing executive Sergio Zyman once stated that if you cannot track it, then it’s not marketing . We live by this rule, and so should you. Setting realistic short/mid/long-term goals and KPIs and tracking them is the key to any successful marketing strategy. And don’t forget that your objectives are not written in stone: business-wise, your KPIs can (and will) change depending on where your hotel is just starting out , in operation, or under renovation.

As you can see, creating a solid marketing strategy is a task that requires a multi-disciplinary approach , as today’s travelers’ touchpoints have never been so numerous and diverse. Gone are the times when you just needed a website and a brochure, and, to maintain your place in a highly competitive industry such as ours, you need to understand the different dynamics behind each platform.

Fortunately, our hotel consultants emphasize that with the right approach and focus goals set out can be achieved.

Cheers, Patrick Landman

PS. Any doubts or uncertainties about running your hotel & marketing strategies? Contact us for hotel management services or hotel marketing service s to help build a solid plan to outperform your competition.

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Top 7 Hotel Marketing Plan Templates with Examples and Samples

Sapna Singh

There are over 187,000 hotels worldwide, ranging from cozy roadside inns to massive all-inclusive vacation resorts in the world's most scenic regions. The Taj Mahal Palace in India, the 117-year-old Hotel Ritz in Paris, the Sacher in Vienna, the Ritz in Paris, and the Raffles in Singapore are some of the world's most recognized hotels for a memorable stay. These hotels have set global benchmarks for luxury and hospitality with learnings over years of operation service delivery. These properties deliver an exceptional guest experience.

Download our exclusive Hotel Investment Pitch Deck PPT Templates  to pitch your company ideas to investors. It covers everything you’d need to convince your investors to fund you, from the cover slide through the problem statement and solution presentation.

The definition of a hotel is no longer restricted to a warm fire, a hot meal, and a roof over one’s head. Travelers increasingly seek high-tech, green facilities, alternative lodging options, and hotel experiences. As a result, a hotel marketing plan has become an essential tool for running an effective business. Marketing strategies, such as digital advertising, social media, PR, and partnerships, are planned to reach and engage potential guests.

Hotel Marketing Plan: The strategic blueprint to amplify a hotel’s brand presence.

This holistic approach, created to attract potential clients to choose your company over competitors, necessitates a strong presence across many channels and a fantastic guest experience. This will help ensure that your property's demand remains stable and your direct booking rate rises.

Take your catering company to new heights of success. Click here to access our well-crafted Catering Marketing Plan  that will improve your company's growth, reputation, and overall success.

This blog is a complete guide to creating a successful hotel marketing plan. This will boost the hotel’s brand presence, entice new customers, and enhance reservations. Use these ‘ Top 7 Hotel Marketing Plan Templates ' from SlideTeam to describe precise marketing objectives, target audiences, positioning, and techniques to improve the hotel's overall visibility. These templates help you comprehend your market position, competitive advantage, and development opportunities. The 100% customizable nature of the templates allows you to edit your presentations. The content-ready slides give you the much-needed structure.

Use SlideTeam’s PowerPoint Templates to highlight your unique value proposition and attract customers with appealing offers and experiences.

Explore the possibilities of hotel marketing as we walk you through the crucial components that will distinguish your property and drive bookings like never before.

Have fun reading!

Template 1: Steps to Create Hotel Marketing Plan PPT

A well-planned hotel marketing strategy draws visitors, sells rooms, and boosts profitability. Use this PPT Template to streamline your hotel services and promotional activities to maximize your company potential. This slide describes creating a marketing plan for a hotel business to attract a target market. It includes five critical steps: assess the present situation, identify objectives, select a strategy, plan implementation, and evaluate the impact. Use this presentation template to create a strong brand identity and enlighten potential customers on what they can expect when staying with you. Get it now!

Download this template

Template 2: COVID Recovery Plan for Hotel Marketing

The COVID-19 epidemic has thrown hotel services into disarray. Use this PPT Template to rework your hotel's marketing strategy to make your guests' post-lockdown travel better and safer. This slide discusses several critical COVID recovery techniques, such as housekeeping activities, safety and cleanliness requirements, property alteration, physical touch minimization, and consumer communication, to help you get the most out of your property during the rebound period. Use this presentation template to place new SOPs (standard operating procedures) and keep your employees and visitors safe. Get it now!

Template 3: Marketing Strategies for Hotel Business Plan

Use this PPT Template to create a strong hotel marketing strategy and improve brand visibility. This slide outlines successful marketing tactics for increasing hotel bookings by the business plan. It covers the following strategies: remarketing, audience tracking, location marketing, incentives, and simple web search. By focusing their advertisements on the right audience and using the correct methods, hotels can improve performance. This download will attract new customers, strengthen brand loyalty, and boost hotel income. Get it now!

Template 4: Strategic Hotel Marketing Plan Checklist

Hotel marketing strategy checklists are essential for breaking down advertising efforts into small portions to stay ahead of the competition. Use this PPT Template to fine-tune your hotel budget and services to bring your hotel in front of your target clients. This slide is a hotel marketing plan checklist with all conceivable tempting offers and actions to lessen competition from exclusive and premium hotels. It covers tasks and tracking systems that are in process, being tested, or have been finished. Use this download to nail your marketing efforts, reach out to prospective visitors, and convert your present guests into devoted customers. Get it now!

Template 5: Hotel Sales and Marketing Plan Cycle

Do you want to take charge of your sales pipeline and book new business faster than ever? Use this PowerPoint Template to fine-tune your hotel services, from the initial point of contact to creating solid relationships with your visitors. This slide displays a hotel's sales and marketing plan cycle to connect potential clients with services offered. It considers the following aspects: conducting a market audit, selecting market segments, creating goals and plans, and analyzing and assessing them. Employ this presentation template to develop a personalized hotel sales strategy to maximize your property's room sales. Get it now!

Template 6: Marketing Budget Plan for Hotel Business

Budgeting is essential for the hotel's financial stability and growth. Use this PowerPoint Template to establish the hotel marketing strategy budget for the coming year to meet the goals and objectives. This critical financial plan supplements the hotel event plan in determining the hotel's expenses and income. It depicts the distribution of marketing expenses by quarter, including marketing training, website redesign, email marketing, billboards, paid social media adverts, and collaborations. Use this download to evaluate and amend the budget during the fiscal year to ensure it remains accurate and up to date. Get it now!

Template 7: Hotel Marketing Action Plan with Goals

Create a complete, cross-channel hotel marketing approach with this PPT Template to expand your property's reach and visibility. This slide shows a hotel marketing action plan for giving a structure and efficiently fulfilling defined goals. This includes plans and actions to achieve the following objectives: boost website traffic, income, business travelers, and customer loyalty. This will assist your overall game plan to attract guests, sell rooms, and achieve profitable development. Employ this PowerPoint presentation template to align with specific corporate goals, identify high-value visitors, and prioritize the best ways to contact them. Grab it now!

Template 8: Five- Months Marketing Budget Plan Summary of Hotel Services

Use this PPT Template to summarize the hotel's five-month marketing budget strategy. It comprises information about the hospitality company's revenue, expenses, and gross profit to build a financial plan that outlines all of the hotel's expenses and revenues. This will allow hotel management to make more informed decisions about distributing resources and better controlling expenditures. Use this presentation to identify the hotel's expenses and anticipate revenue depending on occupancy rates and other variables. Grab it now!

Capture the hearts and bookings of travelers memorably.

A well-crafted hotel marketing plan includes a variety of methods targeted to fulfil your hotel's specific needs and encourage potential customers to pick your property over others. Use SlideTeam's PPT Templates to discover the secrets of a profitable hotel business and astound your opponents.

PS Ever wanted to run your hotel, or are you just curious about what it takes to offer outstanding service? Click here  to learn more about founding and managing a hotel business to make your hotel's dream a reality!

FAQs ON HOTEL MARKETING PLAN

What is a hotel marketing plan  .

A hotel marketing plan outlines hotels' strategies and tactics to attract more guests, sell more rooms, increase profitability, and expand. It helps to ensure that team activities and department-specific action items align with the hotel's overall goals and objectives. This strategy plan assists in aligning with specific company goals, identifying high-value customers, and prioritizing the best channels to contact them.

How do you write a hotel marketing plan?

• Conduct a situational analysis to assess your existing condition to understand your market position, competitive advantage, and growth potential.
• Define your marketing targets, such as website traffic, conversion rate, etc., to help you track your progress and evaluate your outcomes.
• Determine your target market and divide it into groups based on their qualities, preferences, and behaviors. This will help to personalize your marketing messages and channels to each group and boost your relevance and attractiveness.
• Develop a marketing strategy that includes the four Ps: product, pricing, place, and promotion.
• Create your marketing budget, allot your resources to your marketing efforts, prioritize the strategies that will bring in the most money and profit for your hotel, and consider your return on investment (ROI).
• Periodically assess your marketing plan and make changes based on your results and market conditions.

What are the 7Ps of marketing in hotels?

• Positioning

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How to create a Hotel Marketing Plan

Every new calendar year comes with new opportunities to boost your hotel revenue!

While the holiday season remains the same, trends change every year, thereby allowing you to come up with functional strategies and effective marketing plans. Though it’s good to rely on tried and tested methods, you also need to consider emerging trends.

Taking into account your hotel type, budget, target audience, and specific goals, it’s important to create a sound hotel marketing plan.

Table of contents for this article:

How to Create a Hotel Marketing Plan?

The basics that every hotel marketing plan should include, latest trends in the hospitality industry, 1. know where you stand.

While it’s good to focus on a broader audience, it’s not the only way to increase your hotel’s reach and visibility. The idea of the ‘average traveller’ is redundant, and your potential guests are more likely to be well-informed. You can’t use a blanket approach anymore!

In order to attract more guests to the property, you need to consider accurate data and insights.

These days, travellers can choose from multiple channels to make a booking. Thus, you’re not only competing with local hoteliers, but OTAs and metasearch websites too.

In terms of technology, budget, and target audience, you need to know exactly where you stand. That’s the first step to come up with inclusive and effective hotel marketing plan ideas.

2. Set your objectives

So, here’s the deal: you can’t make a roadmap if you don’t know where you’re going!

When you’ve made efforts to figure out where you stand, it’s time to determine a clear set of objectives.

Observing and analysing everything about your hotel is the key to an effective marketing plan. Asking yourself a few questions will lead you to the right path:

• Who is your target audience?
• What gives you a clear advantage over competitors?
• Who are your direct and indirect competitors?
• What do you specialize in?
• What services have been performing well at your property?
• What can you improve?
• What are you trying to achieve in a financial year?

3. Choose your strategies

An effective hotel marketing plan presentation requires you to conduct a thorough SWOT analysis - read more about it here . It gives you a clear idea about your hotel’s strengths, weaknesses, opportunities, and threats. It’s recommended to brainstorm with colleagues, consultants, and industry experts.

Use HotelMinder online application to make your own Comparative Analysis.

Once you’re done listing strengths and weaknesses, you need to make a cost-benefit analysis of the multiple strategies and ideas you came up with. It lets you measure probable Return On Investment (ROI) and risk factors.

Certain measures that show good promise for your hotel marketing plan need to be implemented carefully.

4. Implement the plan

While trying to achieve a bigger goal, it’s important to take small yet concrete steps. You need to formulate effective strategies with a specific time frame in mind.

It’s fine to be ambitious while trying to keep a logical agenda, one which is coherent with your overall business strategy.

You could even get in touch with a consulting agency for help: A comprehensive marketing plan tailored for your hotel business can help you and/or your staff make the right decisions.

5. Evaluate the financial impact

A hotel marketing plan is your guide into the future. Thus, it’s important to challenge the goals you’ve determined.

The hotel industry evolves quickly: with fast-shifting trends, you need to develop new strategies and goals constantly - Outdated and irrelevant data can hamper business growth.

In fact, you also need to consider the economic, political, and social environment around your business.

While improving your services is important, you can’t ignore external events. Whether due to off-season sales or events in the region, you need to adapt to changing demands and situations . Financial impact can tell you the success or shortfalls of your strategy.

Somewhere between the constant adjustment to strategies and optimization of resources, knowing the financial impact of a specific action or strategy will let you know the secret of a sound hotel marketing plan. Consider the process to be a journey to achieve desired results.

• Optimizing occupancy, revenue or ADR
• Upgrading your software stack
• Solving distribution or/and tech issues
• Improving their hotel online presence

A perfect website to convert direct bookers

A welcoming, helpful, informative, and above all, user-friendly website brings more customers. It gives you a chance to reduce OTA commissions while directly impacting revenue.

For a good website, you need to consider a few important parameters:

Mobile First - Travellers around the world use smartphones to book rooms. In fact, a majority of same-day reservations are made using mobile phones. Your website needs to be mobile-friendly.

Unique Selling Points (USP) - Almost every hotel has a website detailing amenities and facilities. You need to go a step ahead and give it character. Let your guests know what sets you apart from the competition. It may be done through images, pop-ups, and last-minute deals.

Guide the Guest - Room information and amenities should be clearly displayed. Everything on the website should be up-to-date and detailed. That’s the best way to reduce bounce rate.

Clear & Concise - Website visitors should instantly recognize the benefits of booking direct. You need to let them know why and how you’re offering the best deals.

Using originality, your website needs to tell a story. It should mirror the experience your guests can expect at the hotel. A pleasant website is the starting point of any good hotel marketing plan.

We go deeper in this post on 8 simple tips for a great hotel website .

A strong social media presence

Social media has the power to exponentially increase your hotel’s reach and visibility. It’s important to encourage happy guests to share experiences on various platforms.

Through your own social media campaigns , you can highlight location, staff, and amenities.

While it’s good to praise your business, try not to constantly toot your own horn. It’s not what people want to see in their social media feeds! You can easily add value by sharing local insights, updates on events, promoting restaurants, and more.

With regular engagement, it will be easier to build your social media following.

For a long time, social media has been a playground for all kinds of businesses. With over 50 million small business pages active and 2 billion monthly users, Facebook can do wonders for your hotel marketing plan.

In recent years, there has been a dramatic increase in video content. It’s a great tool to build brand awareness. Video also gives you a chance to increase visibility of the property. Over 75% of social media users share a video if they find it entertaining.

Strong marketing messages on multiple social media platforms can help you drive more direct bookings. All you need to do is budget accordingly.

Perfect reputation management

If some of your guests are upset after their stay, you need to take prompt action. People are quick to vent on social platforms. Though you’re bound to get a negative review once in a while, it’s good to be proactive and open to criticism : don’t leave comments unanswered (also, don’t leave negative comments on other people’s opinions).

You need to start with claiming your hotel on major review and booking websites. This helps you track comments about the property.

For social platforms, you can use social listening tools readily available online.

The next step is to develop a good understanding of appropriate social responses: you need to know when to defend the property, when to stay quiet, and when to provide help or service recovery options.

Another area of consideration is your OTA profile. Optimizing the profile will help you accept more bookings. It will also get your hotel more positive reviews.

According to data, 80% of travellers check online reviews before booking a stay , and 85% of TripAdvisor users check a property that gives a thoughtful response to a bad review. Food for thought, right?

Email marketing

Email marketing allows better targeting, direct contact, and strategic approach to content-driven ideas. If used effectively, it lets you communicate with guests promptly.

Strategic PPC and Display Ads

Search and display ads are the perfect way to drive traffic to your website. Since every hotel in your region or city will be competing for similar terms, try to target keywords that set you apart from the competition.

You could use the few tips given below:

• It’s good to use interest or history-based display ads to engage event planners and vacationers who haven’t decided on a venue.
• To find the right mix, test different ad platforms, demographics, and ad copies.
• Set realistic budgets for online campaigns and advertising. Make tweaks whenever necessary.

With every passing day, the hotel industry is becoming more competitive. It can be difficult to find the right marketing balance.

The above elements can help you build an inclusive marketing strategy to drive more direct bookings and improve guest experience .

we recommend you talk with a professional marketing agency before spending money on Ads online : it's too easy to waste money!

Update your digital marketing strategy

New Property Management Systems, Booking Engines, Reputation Management tools, Channel Managers, and other products can help you develop solid digital marketing plans, improve existing distribution and marketing while reducing overall costs.

You could check out this page for these products or consult on:

• SEO (Search engine optimization) content
• Social media campaigns
• Website traffic
• PPC (Pay per click) campaigns
• International and domestic engagement
• New action plans
• Performance and measurement

Consider a move towards native advertising

In the US, native display ads make up almost 75% of the total display ad revenue. This includes native in-feed advertisements on social platforms and publisher properties.

Simply put, native advertising is found in an online publication. While it resembles editorial content, it’s paid for by the advertiser.

Such ads can be both subtle and strategic, allowing advertisers to tap into a huge market. In the coming years, prospective guests will be more savvy.

It’s high time you start adapting your marketing strategy to such interests and preferences.

Keep up with the mobile trend

In the hospitality industry, mobile has become one of the strongest marketplaces. People don’t spend much time on laptops or desktop to research anymore. Whether it’s on an app or via regular browsing, people love to use their phones to find offers and make purchases.

According to Google, over 50% of smartphone owners use mobile devices for travel-related queries and activities. It goes without saying that a mobile presence is non-negotiable for your property.

Catering to millennials

While building your marketing strategy, it’s important to consider this demographic group’s habits and personality traits.

millennials are early adopters of technology, travel a lot, and prefer personalized interactions.

In order to please them, hotels can focus on gourmet dining experiences, local tours, easy check-ins, and other such services.

Happy millennials like to flaunt their lifestyles on social media, which would in turn bring attention to your property.

Increasing international travellers

Ever since the turn of the century, international travel has been on the rise. Thus, it’s important for hoteliers to provide services in different languages, and tailor experiences suited to the unique needs and culture of international travellers.

Need for technology

It’s important to seamlessly connect devices and platforms.

Recently, small and budget hotels have started offering digital concierge services and mobile check-in facilities. High-tech cards, chatbots, keyless entry, and reservation tools are part of the puzzle.

In order to impact revenue and drive more bookings, you need to take an open-minded approach to using technology in hotel operations.

While these tips and strategies can help you build a comprehensive hotel marketing plan, it’s always good to connect with industry experts for insights.

If you’re looking to increase revenue and direct bookings while adopting cutting edge technology, get in touch with an experienced marketing expert of a team of leading hospitality consultants from around the world.

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Hotel marketing strategies

Hotel marketing can be an incredibly important part of a hotel’s success. Effective marketing helps to bring in new customers, build brand loyalty, and increase hotel revenue.

As such, it is a vital element of hospitality management.

With the correct strategies, hotels can enhance performance by targeting the right audiences with engaging campaigns.

In this article, we’ll discuss why hotel marketing is an important part of hospitality management , the different hotel marketing strategies available.

And what actions you can take to start creating your own successful hotel marketing campaigns.

What is the best marketing strategy for hotels?

The best marketing strategy for hotel establishments will depend on the target audience and budget.

For example, a luxury hotel looking to attract high-end clientele may want to invest in glossy print advertising, while an economy-class hotel might focus more on digital marketing methods like email campaigns and website optimization.

This is when understanding the difference between what is luxury marketing and what is economy marketing becomes important.

Additionally, hotels should strive to create unique experiences that set them apart from their competitors and make them memorable in the eyes of guests.

This could include hosting events, offering special discounts, or partnering with local attractions to offer package deals.

Overall, the best marketing strategy for successful hotel management will involve a combination of initiatives that cater to the target audience, taking customer retention into account while acquiring new patrons.

What are the marketing methods used in the hotel industry?

What do marketing managers do? The answer to this question is varied, as methods can include.

But are not limited to, email campaigns, website optimization, search engine optimization, content creation, social media marketing, customer loyalty program development,

Guest reviews, loyalty programs, pay-per-click Google ads, direct mailers, and print advertising.

Hotels should also consider traditional platforms such as billboards, radio, and TV ads.

By combining multiple marketing approaches, hotels have a better chance of achieving their desired results.

Reputation management is also a key factor in hotel business marketing and should be implemented to help ensure guests have positive experiences with the business.

This could include responding to online review submissions, using customer feedback to improve services, and highlighting awards or accolades on the website.

Discover the secrets of successful hotel management and marketing and transform your career with our Bachelor’s in hospitality management

Understanding your target audience

This is key to effective hotel marketing . Hotels should consider conducting market research to determine the characteristics of their target market.

This will help them better understand their customers and create more specific campaigns that appeal to them.

Here are a few ways that hotels can get a better understanding of their target audience.

Conducting market research

Market research is an invaluable tool when it comes to creating a hotel marketing plan. Hotels should seek out data regarding the demographics, preferences, and needs of their target audience to create more tailored campaigns.

Market research can be conducted through surveys, focus groups, or customer testimonials that help hotels gain a better understanding of their target market.

This data can be used to create bespoke initiatives that connect directly and effectively with the audience, helping hotels reach more potential customers and increase return on investment.

Additionally, market research can help a hotel identify any areas where they’re lacking in terms of providing an exceptional customer experience. With this data, hotels can make necessary changes to improve overall services.

Identifying customer personas

Creating customer personas is also a great way to gain a better understanding of your target audience. Personas are fictional characters based on market research and data, who represent the demographics and habits of customers.

You can create multiple personas to represent different types of customers.

Each persona should include information such as their age, gender, income level, interests, and more.

By knowing your target audience on a deeper level, you can then create more effective campaigns that are tailored specifically for them.

This type of personalization can increase customer engagement and loyalty.

Understanding their preferences and needs

Hotels should also be aware of the preferences and needs of their target audience.

Knowing what kind of amenities, services, experiences, and offers are most desired by customers can help hotels create more targeted campaigns that directly appeal to those individuals.

Additionally, understanding customer feedback is essential when it comes to creating a successful hotel marketing plan.

Tracking this data can provide valuable insights that can be used to improve customer experience and create more tailored campaigns.

For example, you could use active TripAdvisor management practices, as this is a great way for hotels to monitor customer reviews, respond to feedback, and track overall performance.

The importance of branding

Branding is a critical aspect of hotel marketing that cannot be overlooked. It helps to create a recognizable identity for the hotel and differentiate it from competitors.

Hotels should strive to create a unique brand image that resonates with their target audience and represents the values of the company.

Here are a few tips to help hotels create an effective brand identity.

Developing a unique brand identity

Creating a unique brand identity is a key stepping stone for a successful hotel marketing plan.

Hotels should develop a clear and consistent message that aligns with their values and engages their target audience.

Hotels should strive to create visually appealing visual elements such as logos, color palettes, and fonts that are memorable and recognizable.

This will help build a unique brand identity and make the hotel stand out from the competition while ensuring customers easily recognize and remember the brand.

Consistency across all touchpoints

Hotels should also be consistent when it comes to branding across all touchpoints.

This includes ensuring that the same brand message, visuals, and tone of voice are used in all forms of communication, such as websites, social media, and email campaigns.

Branding should be applied consistently to all materials such as stationery, packaging, and signage.

Building brand recognition and loyalty

Finally, hotels should strive to build brand recognition and loyalty through their marketing efforts.

This can be done by providing exceptional customer service, offering unique experiences, and engaging with customers on a personal level.

Additionally, hotels can leverage social media platforms to foster customer engagement, interact with customers and help build a brand that people learn to recognize and trust.

Utilizing digital marketing channels

Digital marketing is a powerful tool that hotels can use to reach more potential customers.

Hotels can use various digital channels to gain visibility, build brand awareness and acquire more customers. Digital marketing strategies for hotel establishments include the following.

Building a strong website

A strong website presence is essential for hotels. Websites should give users an intuitive and visually appealing experience that drives conversions.

As well as considering a user’s desktop experience, hotels need mobile optimization, as 50% of accommodation searches and bookings are made on mobile devices.

Websites should be updated regularly to ensure content is relevant, fresh, and engaging. This can be done through content marketing, for instance by adding new blog posts, images, or videos.

Chatbots can be used to provide a more personalized experience and answer customer queries quickly. Booking engine systems should also be efficient and easy to use.

Using social media effectively

Social media platforms are great ways for hotels to engage with customers and create brand awareness.

A hotel marketer should use these platforms to share engaging content and participate in conversations with customers.

Hotels can also use social media to advertise their services and offers. It could also be effective to leverage the power of social media further by moving into influencer marketing.

This involves partnering with social media influencers to increase visibility, build brand recognition and attract new customers.

Leveraging email marketing

Email marketing is a great way for hotels to stay in touch with customers and build relationships.

Hotels can use email campaigns to share informative content, provide discounts and other offers, and promote upcoming events.

Hotels should also track metrics such as open rates and click-through rates to measure the success of their campaigns.

Utilizing search engine optimization (SEO)

SEO is an effective way for hotels to improve their visibility on search engine results pages.

SEO involves optimizing content, website structure, and meta tags to ensure that websites get ranked higher in search engine results.

Hotels should use targeted keywords and local SEO terms to ensure content is relevant and easily discovered by the target audience.

Building partnerships and collaborations

Partnerships and collaborations are invaluable ways for hotels to build brand recognition.

They can help raise awareness of the brand and drive more website traffic. Hotels can develop strategic partnerships in a number of ways.

Building relationships with local businesses

Hotels should seek to build relationships with local businesses and organizations to create mutually beneficial partnerships.

This can include sponsorships, discounts, or promotions for both parties.

A hotel could collaborate with businesses such as museums, theaters, restaurants, and tourist attractions.

Creating joint promotions and packages

Hotels can create joint promotions and packages with other businesses to offer customers a unique experience.

For example, a hotel could partner with a local restaurant to offer its guests a discounted meal.

Or, a hotel could create a package with local attractions such as theme parks or spas.

This would benefit both businesses as it would drive more customers and increase brand recognition for both parties.

Hosting events and experiences

Hosting events and experiences can help hotels to attract more customers and build relationships with local communities.

These events could include music festivals, conferences, culinary events, or art exhibitions.

This can lead to memorable experiences for guests and boost sales.

Measuring the success of your marketing efforts

Measuring the success of your digital marketing efforts is essential to ensure you are reaching the right people and creating a positive brand image.

To measure how successful your campaigns are, hotels can do the following:

Setting marketing goals and KPIs

Hotels should set marketing goals and key performance indicators (KPIs) to help track the success of their campaigns.

This could include monitoring website visits, sign-ups, conversions, or social media engagement.

It could also involve carrying out a customer sentiment analysis to assess how customers feel about the brand.

Tracking and analyzing metrics

Hotels can track and analyze metrics such as website visits, page views, click-through rates, and conversions to understand how their campaigns are performing.

This data can help hotels identify areas for improvement and make informed decisions about their digital marketing strategies.

Continuously testing and refining your strategies

It’s important for hotels to continuously test and refine their digital marketing strategies.

This includes testing different content types, calls-to-action, target audiences, and channels to identify the most effective combination.

Hotels should also look at A/B testing tools to compare two versions of a webpage or campaign to determine which performs better.

All of this can aid revenue management for hotels , as managers can identify their most effective marketing strategies and focus on those to get the best return on investments.

There’s a wide array of hotel marketing strategies that hotels can use to reach their target audience and increase brand recognition.

SEO, building partnerships, hosting events, and using social media effectively are all great ways for hotels to boost visibility and drive sales.

Hotels should also continuously evaluate, test and refine their strategies to ensure they are getting the best results from their campaigns.

At Les Roches, we know marketing is a key component of success in the hospitality and travel industry.

Our comprehensive range of hospitality degrees will ensure you have the skills and knowledge to create dynamic strategies and campaigns for your hotel.

With theory, hands-on experience, and expert guidance, Les Roches can help you become an effective leader in the world of hospitality marketing.

Studying with us will open a wide variety of hospitality careers and take you to a new level in your hotel journey.

Our comprehensive MBA in Global Hospitality Management is the perfect way to discover cutting-edge techniques for your marketing campaigns

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10 Strategies of Successful Hotel Marketing Managers

Posted at jun 25, 2018 8:20:00 am by that agency | share " data-content="     ">share.

While marketing is a behind-the-scenes function, virtually everything that managers do is seen by current and potential customers at some point. Their work is on display. When it comes to marketing in the hotel industry , sound strategies ensure success. What do top managers do differently?

They Start The Day With a Goal

The best marketing managers don’t approach their day with a vague to-do list in the back of their minds. Nor do they sit down at the device and waste hours wading through emails first thing in the morning. No, they create a plan to guide and structure their day, deciding what must be done - and how. Then… they do it.

This is critical: if you simply blunder into the day, the small and mundane details are going to take over. If, instead, you think about your day ahead of time and create a plan of attack, you're likely to be more productive. Become the master of your time. Any effective hotel marketing strategy starts with a clearly defined goal; every effective day should begin with one as well.

They Keep the Lines of Communication Open

Marketing in the hotel industry takes a village! Checking in with key team members is critical. Revenue management, for example, is a key department to keep in contact with because they have the latest numbers available. Likewise, your event planning staff and corporate planning people must be consulted to alert you to potential trouble spots or - better yet! - opportunities. Communication is arguably job 1 for the marketing manager. Team members must feel they can come to you at any point with information or for guidance.

They Compliment Team Members

Good managers in any industry know that they must be generous with your praise, and that's true in the world of hospitality too. Let your team members know when they've done something great. Staff morale is important to ensuring the place stays up and running, and compliments can go a long way toward a higher job satisfaction rating - and better productivity and results.

They Talk to Those Using the Hotel

The communication stream, positive as it may be, doesn't end internally. The best hotel marketing managers also talk to guests and individuals booking the venue for meetings, conferences, weddings, and more. These people are valuable sources of information, and it's key to understand what they like and don't like about the hotel and its facilities. A big part of predicting what's going to be big in marketing in the hotel industry is gleaned from insights from customers.

They Review The Property Constantly

Where are guests spending the most time? What's working well for your property? Read the reviews. Walk through the property. It's exactly what good marketing managers do on a regular basis. They work to achieve an accurate perspective on the property every day and decide not only what to add to the list for marketing purposes, but also what to bring to the attention of management for potential upgrades.

They Consider the Data

The age of big data is here, and there's so much information out there to process. It's only fitting that a hotel marketing manager should soak all of that in. From looking at factors like direct revenue rates and web conversion rates to daily checkups on the marketing cost per booking metrics, understanding the numbers that are available is absolutely essential.

They Look At Revenue

A big part of the data available to hotel marketing managers is the revenue numbers. Pace reports are out there, as are reports detailing whether your performance is on track with your budget. Understanding the latest figures can help you better plan and identify areas for improvement.

They Scope Out the Competition

Data on screen, though, is hardly the only information available. A closer look at what other hotels are doing is just as important, and it's why good marketing managers learn as much as they can about the competition. Think about signing up for a hotel marketing intelligence report, so you can see where they're succeeding - especially if it’s an area in which you are not.

This isn't just true of successful hotel marketing managers. It's true of every successful leader in the world today. Reading as much as possible is going to help keep you informed: stay up to date on industry trends, upcoming events, and changes within the industry. The reading list can quickly become overwhelming, so look for curated lists from trusted sources.

They Review Their Goals

It's not enough to simply set objectives each day. Think about the bigger picture. Review the goals you, and management, have for the hotel overall. Think about where you were last year. Are you doing as well as you could? Are there metrics where you could be performing at a higher rate? Taking a closer look at those goals is key to ensuring your property is successful.

The best hotel marketing managers know what it takes to keep the “No Vacancy” sign up. Do you? If you need help ensuring your hotel marketing strategy is driving forward key goals, let us know.

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Tips for creating a successful hotel marketing plan

Why would i need a hotel marketing plan.

Whether you run a small, single hotel, a medium sized one, or a large hotel company, whether your hotel is newly founded or well-tried, there are certain daily challenges that you, as a hotelier, must inevitably face. These include renting rooms, satisfying guest demands , and achieving business goals. Such business goals should not come into being randomly or just by gut feelings. Rather, your marketing plan should be the basis of your corporate agitation. The process you should follow, in creating your marketing strategy, will be outlined for you in this article.

Reserve a free consultation with our reputation management experts today.

Preconditions for a hotel marketing plan

In order to determine precise marketing goals, you should already have formulated a clear business strategy. To do so, it is important to observe your hotel from a bird’s-eye view and to ask yourself the following questions:

• Who are our guests / our target audiences?
• Why should guests come to our place, rather than go to other hotels? What advantages do we offer our customers?
• Who are our competitors?
• What are we specialized in? How are we differentiating ourselves from our competitors? In which fields are we better?
• What are our products and services – and for which of them did we receive positive or negative feedback?
• What are some weaknesses of our hotel?
• What is our philosophy/ our vision?

You should have convincing answers at hand for these questions. Only then can you begin drafting precise goals for your marketing strategy, defining concrete demands to be achieved over a specific period. Those goals must be formulated in such a way that they are verifiable and controllable. Maybe you want to increase direct bookings from your website by 5% or you want to strengthen your presence on social networks ( Learn more how do to ). By choosing specific targets, you can later measure your performance. Do not forget to define and include budgets for marketing measures into your calculation. In the end, it’s all about making those measures worthwhile for you and your hotel.

Create specific marketing measures

You have taken an important first step by doing a SWOT (strengths, weaknesses, opportunities, and threats) analysis as well as defining a business strategy. By now, you are getting ready to actually start working on your hotel marketing plan. That includes developing certain measures for the following categories – the so-called four P’s.

It is highly recommended that you do some sort of brainstorming with different employees from respective sectors of your hotel. Hear everyone’s opinion, let them speak, and be open and even eager for new ideas. Afterwards, you can – either on your own or with your team – make a cost-benefit analysis of the various ideas. Those measures that show great promise for your budget can then be included into your hotel marketing plan. Concrete examples of frequently used elements could be:

• Company logo / business cards
• Direct mailing / Newsletter
• Presence on social networks
• Telemarketing
• Online Advertisement /SEA

Concrete measures must be formulated precisely and be achievable within a certain time frame. Do not hesitate to be ambitious here, but do stay down-to-earth. Often, multiple small steps are necessary if one wants to achieve a single, bigger goal. Always keep your target audience in mind and set up a logical agenda, coherent with your business strategy. Share your hotel marketing plan with all of your employees, letting them know that they are a part of this plan and have contributed to its development.

This process also has the advantage of giving different departments the chance to better understand the work of their colleagues, as they search to include everyone into a general business strategy.

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Performance review

Your hotel marketing plan should be your guide into the future. As such, you should constantly challenge the goals determined within. In the fast-shifting hotel business, a correct analysis of the situation and the related goals one day can be outdated and irrelevant overnight. Internal changes can have an impact on a hotel and its marketing efforts, of course, but so can shifts in the social, political and economic environment your hotel is attached to. Keeping your plan up to date doesn’t mean that you need to hire economic and political experts, but you should pay attention to external events and be ready to adapt when necessary.

A performance review offers valuable clues as to the effectiveness and profitability of your business strategies and marketing efforts. Somewhere between the constant optimization and adjustment of your strategies and the necessary patience to let your ideas come into being, you might find the secret to an effective hotel marketing plan. Control your success regularly by looking at numbers and stats, as well as by organizing team meetings. It is the only way to ensure that you achieve the goals as you’ve set them out in your hotel marketing plan.

Final words

A hotel marketing plan supports you and your hotel in different ways. Not only does it help you gain new guests and turn one-time guests into repeating customers,it also helps you embed unclear and indefinite business goals into concrete frameworks, and eventually to implement them with well thought out measures.

As a first step, it is important to develop and formulate a general business strategy, essential for your hotel to position itself properly. In due course, you and some handpicked coworkers should also determine some clear business objectives, from which you can deduce certain marketing measures.

From there, things get more elaborate as you have to put your – to this point still purely theoretical – hotel marketing plan into practice. From here you need to be patient, as well as vigilant of how your strategies will fit your day in, day out work processes. Ideally, you want to create an action plan for and with your employees to describe how exactly you want your ideas to be applied.

Once you’ve managed to successfully implement the hotel marketing plan into your daily workflows, you must not forget to carefully observe the impact of your measures. Not until your strategies bring about real improvements, your employees work together to realize objectives, and you’ve managed to prove a profit, can you consider the implementation of your hotel marketing plan completed successfully. Until that happens, be critical, do not hesitate to challenge formulated goals and adapt them to altered circumstances. This is the only way for you to guarantee – whether you happen to run a small single hotel, a medium sized one or a large hotel chain – that you have done everything in your power to tap into the full potential of your hotel.

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Further reading

• Malcolm McDonald on Marketing Planning: Understanding marketing plans and strategies ( read excerpt here ).
• Maarit Karppinen, Strategic Marketing Plan for a Hotel.
• Philip Kotler et all, Marketing for Hospitality and Tourism ( read excerpt here ).

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Revamping the 4Ps: A Modern Guide for Hotel Marketing Success

The marketing mix framework, product: rethinking 'product' in the age of personalization, product action points.

• Focus on Experience:  Design services and offerings that give guests a unique, memorable experience. Consider local tours, culinary experiences, wellness activities, and beyond rooms and facilities.
• Embrace Personalization:  Leverage data to understand guest preferences and personalize their experience. This could include preferred room settings, favorite meals, personalized greetings, etc.
• Leverage Technology:  Use AI and machine learning to recommend personalized offerings and create custom experiences. Tools like chatbots and customized emails can enhance guest engagement.
• Invest in Analytics:  Data is critical to understanding customer behavior. Use analytics to gain insights into guest preferences and tailor your offerings accordingly.
• Continuous Improvement:  Regularly gather customer feedback and use it to improve your product offering. Stay open to change and adapt based on customer needs and expectations.

Price: Embracing Dynamic Pricing in the Digital Era

Price action points.

• Adopt Dynamic Pricing:  Leverage real-time data and market demand to adjust room rates dynamically. Tools like revenue management systems can aid this process.
• Personalize Pricing:  Offer personalized pricing based on customer loyalty and booking history. Loyalty programs and members-only deals can be effective in this regard.
• Transparent Pricing:  Ensure that all costs, including taxes and service charges, are mentioned during the booking process to avoid customer dissatisfaction later.
• Value-Added Services:  Besides room pricing, consider how you price other hotel services such as spa treatments, dining experiences, event spaces, etc. Offering packages or bundled deals can add perceived value.
• Monitor Competition:  Monitor competitors' pricing strategies and ensure your rates are competitive. Don't just compete on price, but differentiate based on the value provided to guests.

Promotion: Harnessing Digital Media in Modern Hotel Marketing

Promotion action points.

• Content is King:  Develop a strong content marketing strategy. Website content, blogs, videos, and guides related to travel and hospitality can help attract potential guests.
• Harness Social Media:  Use social media platforms to showcase your hotel's offerings, share guest experiences, and engage with your audience.
• Influencer Marketing:  Partner with influencers who align with your brand to reach a wider audience. Ensure the content created is authentic and resonates with the influencer's audience.
• SEO Optimization:  Optimize your website and content for search engines to increase visibility. Use keywords that potential guests are likely to search for.
• Measure & Adapt:  Regularly measure the effectiveness of your promotional strategies and be willing to adapt based on what's working and what's not. Digital marketing tools can provide valuable insights.

Place: The Advent of the Omnichannel Era in Hospitality

Place action points.

• Strong Digital Presence:  Ensure a strong digital presence across all relevant platforms - your website, social media, online travel agents, and more.
• Seamless Booking Experience:  Make the booking process seamless, whether it's on your website, mobile app, or through a third-party platform.
• Omnichannel Consistency:  Strive for consistency in brand messaging and customer experience across all channels.
• Leverage Mobile:  With increasing smartphone usage, make sure your website is mobile-friendly. Consider developing a mobile app for bookings, customer service, and in-stay services.
• Leverage Data:  Use data to understand customer journeys across different channels and personalize their experience. Remember their preferences and provide consistent, personalized service across all touchpoints.

Revisiting the 4Ps in the Context of Modern Challenges

• Data Privacy:  With digital transformation and personalization becoming central to modern marketing strategies, data has never been more crucial. However, this data collection and usage rise has increased concerns about data privacy. Regulations like GDPR and CCPA underscore the need for businesses to be transparent about their data collection practices and to protect customer information. This impacts the way marketers approach all 4Ps. For instance, 'Product' personalization should be done with due respect to privacy norms. 'Promotion' strategies must be designed to ensure no violation of user privacy, and 'Price' personalization must maintain an ethical balance.
• Sustainability:  The growing awareness and concern for the environment among consumers have brought sustainability to the forefront of business strategy. It influences the 'Product' in terms of eco-friendly initiatives taken by hotels, such as waste reduction, renewable energy usage, and sustainable sourcing. Sustainability can also become a key 'Promotion' point for eco-conscious consumers. Even 'Price' could be affected as customers might be willing to pay a premium for sustainable practices. Lastly, 'Place,' although mainly a digital construct now, can manifest in sustainable actions such as reducing paper usage through digital check-ins and e-billing.
• Authenticity:  Today's consumers seek authentic and genuine brands. This affects how 'Products' are designed and 'Promoted.' Consumers value unique local experiences, leading hotels to create products that reflect local culture and tradition. When it comes to 'Promotion,' authenticity calls for genuine, transparent communication rather than exaggerated claims. Authenticity can also extend to 'Pricing,' where customers appreciate transparent pricing with no hidden charges. And, in terms of 'Place,' an omnichannel strategy should aim to provide a genuine and consistent brand experience across all touchpoints.

Conclusion: Navigating the Evolution of the 4Ps in the Modern Era

Make demand calendar your assistant.

• Data-Driven Decisions:  Demand Calendar provides valuable insights into booking patterns, guest behavior, and market trends. This data can be used to tailor product offerings to suit guest preferences and demand.
• Personalization:  Understanding demand trends can help create personalized offers for guests during their preferred travel times.
• Dynamic Pricing:  Demand Calendar can help hotel marketers understand demand patterns, thereby aiding in implementing pricing strategies for campaigns. By understanding peak and off-peak periods, hoteliers can adjust room rates accordingly to maximize revenue.
• Competitive Analysis:  The tool allows for analyzing competitive set data, providing insights into competitors' pricing strategies.
• Forecasting:  Demand Calendar helps forecast future demand, enabling proactive pricing decisions.
• Promotion Planning:  By understanding when demand is typically low, hotels can plan targeted promotions or special offers to stimulate demand during these periods.
• ROI Measurement:  The effectiveness of promotional campaigns can be measured by analyzing the changes in demand and booking patterns post-promotion.
• Channel Performance:  Demand Calendar allows hoteliers to analyze the performance of different distribution channels, enabling them to focus on the most profitable ones.
• Optimize Distribution:  By understanding where demand comes from, hoteliers can optimize their distribution strategy to be present in the right place at the right time.

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Hotel myths vs. reality: it's more than just making beds, no one has the right incentive to drive direct bookings, debunking pricing myths in hospitality: a shift in perspective, stay tuned for our latest news, more like this....

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Marketing Management Assignment - Hotel Marriot

Introduction

Hotel Marriot is the leading organization in the Hospitality Sector of UK. The company provides services in different countries and handles the customers of different culture. The Marketing Management Assignment Hotel Marriot will identify the role of knowledge management in relationship marketing. It will depict that how ICT can support the customer relationship management in the organization. The study will carry out the benefits of customer relationship management in the organization and offer the recommendations to improve the process of customer relationship. The report implicates the analysis of stakeholders in voluntary and public sector organization and relationship with customers in non-profit organizations. Moreover, the study will compare the methods used for marketing by public and private organizations and issues involved in marketing process of Hotel Marriot. It will describe the marketing mix in service sector business and process of marketing mix and service mix increase the value of the customers and company. The research analyzes difficulties in marketing of services and solutions to overcome them. The research concludes the issues of ethical and social concern for the marketers in the Hospitality Industry. It throws the light on the CSR activities of the organization and role of social marketing policies in the Hotel Marriot. The study simplifies the role of broadcast media in encouraging social and ethical marketing policies for the Hotel Marriot.

1.1 Role of Knowledge Management in relationship marketing

Knowledge management is effective tool for the Hotel Marriot that assists the relationship marketing to retain the customers for long time. Knowledge management is the key to gain the knowledge about the customer’s taste and preference and try to satisfy their demands. An effective knowledge management system supports the company to identify the current trends in the market. Customer retention provides good benefits to the organization which are possible through knowledge management. Knowledge management figured out the loyalty of the customers towards the Hotel Marriot (Lusch and Vargo, 2014). Customer relationship manager of the Hotel Marriot get many benefits from the knowledge management like identification of current and future trends of the market, taste and preference of the customers, retention of the customers.

Knowledge Management facilitates organization to gain the competitive advantage by having the information about the current and future trends of the market. Management can identify the needs of the customers and try to produce according to the need and wants of the customers. An effective management of knowledge helps company to raise the productivity and create the good customers base for the organization. In addition to this, knowledge management assists Relationship Manager to generate data of the customers and try to evaluate them according the need of department. Knowledge Management helps organization to develop the strong customer base and try to get in-depth detail about them for the future benefits. Relationship manager creates the customer base and knowledge management keeps the record of customer for future benefits (Dalkir, 2013). Knowledge Management assists the Marriot to get the detail of latest technology management  for the development of the organization.

1.2 ICT supports the customer relationship manager in the Hotel Marriot

Technology has updated the role of customer relationship manager in the organization. ICT helps relationship manager to communicate with customer with help of electronic tools. It asses the manager to keep the records of past and present customers for future use. It facilitates organization to gain the competitive advantage and improve the quality of work. Information Technology assists management to develop the brand image of the organization through various technological ways like website designing, develop the application for the organization etc. ICT facilitates management to increase the productivity and support company to move with the technology (Greco.et.al.2013). Information technology helps the relation manager to communicate with the customers and store the data base of the customers.

Information technology provides various platforms to Relationship manager through which manager can get in touch with the customers like E-mail, Text messaging, website etc. Through E-mail manager can contact with the customers and provide information about the new products, events, discounts and many other advantages. ICT model helps the manager to get in touch with the customer in fixed tenure and update the new information about the company. Through text messaging organization can provide brief information about the current offers and this method is cost efficient (Pellicano.et.al.2015). Through one message manager can inform large number of customers. Information technology provides cost effective tool to the manager like mobile application, E-mail, text messaging etc by which management can get in touch with ample of customers.

1.3 Benefits of Customer Relationship Management in Hotel Marriot

Customer relationship management helps company to create the effective data base. The data base assists Marriot to record, plan and contact with the customers. CRM assists management to store and use the information through phone, E-mail or through internet. Following points depicts the benefits of customer relationship management in the organization.

• Improve the customer experience : CRM has the responsibility to improve the experience of the customers by providing them quality services. Customers can easily segment their needs with the help of effective Customer Management process. Customer Relationship Management assists customers to track their demanded services on time and interact the customers with sales department of Hotel Marriot for better experience (Kumar and Reinartz, 2012). CRM majorly focus on the satisfaction level of the customers by providing quality services in return of their spending.
• Collaboration : CRM gives ability to move away from the traditional methods of data collection and adopt with new technological methods of data collection. The use of cloud based Customer management platforms assists employees in different departments to manage the customers more effectively (Khodakarami and Chan, 2014).
• More Customers and Revenue : Customer Relationship Management facilitates Marriot to identify the customers effectively because it tracks the profile of the customers and design new strategies to target more customers for the betterment of the organization. CRM also adopts faithfulness programs to increase the retention of the customers. Company achieves more revenue with the increment in the number of the customers.
• Feedback : Relation management collects feedback from the customers and asks the question to the customers on behalf of the organization. It collects both positive and negative points of the customers and inform to the management and the respective departments (Nguyen and Mutum, 2012). It suggests the management for the improvement in the services.

1.4 Recommendations to improve Customer Relationship

Company should go for the mobile CRM means management should create the application like Mobile CRM which provide all the facility to the customers like details of the organization, offers etc. In the upcoming years company should provide Mobile CRM which facilitates Map facility, Note Talking etc. It will be easy for the management to communicate with the customers and note down their complaints. Through, application System Company can update the necessary information very frequently and easily edit the update information. Company may incorporate with social media applications that allow management to communicate with large number of people across the country. Social media is the cost effective way to improve the customer relations with consuming less time (Soltani and Navimipour, 2016). This assists the manager to increase the accessibility of social media and its functionality.

Management should provide the loyalty card to the customers by which they can easily recognize the loyal customers and assure them discounted services. Organization should adopt the creative polices for the improvement of customer relation like good morning message to the customers and call them on every Sunday which retain them in the organization. Loyalty card assist manager to create the data base for the organization try to analyze that data and identify the most profitable customer for the organization (Khodakarami and Chan, 2014).

2.1 Analysis of Stakeholder for Voluntary and Public sector organization

Stakeholders are those which affect the activities, policies and objectives of the organization. Stake holder assists the companies to raise the fund from this kind of sources and invest the money for the welfare of the organization.

• Public Sector : The public sector depicts economy of the nation that is affected with the policies of the government. In public sector the major stake holders are government, sponsor, governmental agencies etc. Company mainly receive fund from this sources and try to invest for the growth of the organization (Van Puyvelde.et.al.2012).
• Voluntary organizations : Voluntary organizations are those whose main aim is public welfare. Voluntary organizations has main stake holders are donors, clients, volunteer groups etc. The organization mainly raises funds through charity functions and voluntary individuals who donate the money for the organization (Bryden.et.al.2013).

2.2 Relationship with customers in non-profit organizations

Non-profit organizations are those who work for the benefit of the society without expecting for the profit. There are many organizations in the society which are working for the welfare of poor people. The two companies in the society are United Nations Children Fund and VCH Foundation that works for the benefits of the society.

United Nations Children Fund does the welfare activities for the society the main customers of the organizations are people which are in trouble and they do not have money or house to live (Butler and Wilson, 2015). The main aim of the organization is to provide orphanage to orphan children. UNICEF communicates with the customers through advertisement campaign on the public places and prints the hoardings. The main stake holders of the organization are donors who provide financial facilities to the company. Organization communicates the customers through various medium like written application to the customer; add in the newspaper, representative of the company may communicate with the customers. VCH Foundation is social welfare organization of the UK which provides healthcare facilities to the customers. The company provides free medicines to the patients and assures them for quality treatment. Organization manage the stakeholder through charity, events etc. Company communicates with the customers through social media, face to face contact etc. The main objective of the organization is to improve the health and social care  standards in UK (Shen, 2014).

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2.3 Methods used in public, private and voluntary sectors for marketing

All the sectors use different techniques to do the marketing some commit for public welfare and some achieve for the profit maximization. Public sector is non-profit-making sector the main aim of the sector is to satisfy the demand of the customers. Generally information that is normally communicated is idea, benefits and values. This kind of organization generally adopts Four Ps product, price place and promotion (Bromley and Meyer, 2014). Public sector implements different kind of marketing means like television, radio, newspaper etc.

The main aim of the voluntary organization is to provide essential human needs without accepting the monetary rewards. The companies have fewer budgets for the marketing techniques so they use economical type of marketing techniques like upload the details on social media face book, twitter and many more. The competition has made them very essential to do the marketing activities in current scenario. Company adopts the traditional techniques of marketing. Private sector is those organizations who work for the profits only. This sector includes inclusive advertising activities of selling the products. The company adopts various techniques of marketing like social media, smart phone applications, text messaging etc. Some other marketing techniques are also used to boast the consumers to buy the products (Knox and Pinch, 2014).

2.4 Issues involved in marketing of virtual organization

A virtual organization is an organisation whose members are located in different parts of the world. The members generally work through online platforms like electronic media, E-mail etc. Sometimes virtual firms like eBay face the problem of strategic planning because they don’t have any physical setup to decide this kind of strategies. EBay has one corporate office and has the limited control over the many companies. Typically, cooperating with different firms is very difficult for the organization. Different firms have different mission vision so it will be difficult for the management to set the common mission and vision for the organization. Different countries have different marketing segments so company has to set the marketing standards according to the geographical region (Shaw.et.al.2012). Another difficulty for the eBay is every country has different business law  which affect the marketing policies of the company. Language barrier is another hurdle for the company for example china has different language and India has different language of communication so company has to decide the marketing strategy according to the suitable language for each nation. Virtual organization did not have any physical office or set up so company face the problem planning and managing the staff (Barnes and Hunt, 2013).  

3.1 Marketing Mix for the service industry

Marketing mix acts as a blue print for the Marriot in this company will explain the product, price, promotion strategy, placement, people, process and physical evidence of the organization.

• Product : The product offered by the Hotel Marriot is in the form of service which is intangible in nature. Management designs the product very carefully and according to the demand of the customers. The service product defines tat how the product is going to be.
• Place : Place describes that where the services will be located. Company chose the best place to open up the hotel by which more and more customers get in touch. For example Hotel Marriot opens the hotel at place where organization can target more customers the place like London (Jin.et.al.2015).
• Promotion : Company should adopt the strategy which attracts more and more customers. Organization can adopt social media to promote the services or through E-mail, text messaging etc. Company designs the webpage and then promotes the services offered by the company.
• Pricing : Company decide the price according to the services offered by the management. Company has categorized the prices according to the service like if customer asks for luxury services then it will charge high or if customer asks for economic services then management will charge economic prices.
• People : Hotel Marriot has the quality staff which represents the environment of the organization. Management provides efficient training to their employees by which they can give their best towards the organizational goal (Joung.et.al.2015).
• Process : It is the process in which product is finally consumed by the end user. According to this P Company has to identify that how the product will delivered to the customers. It is very difficult for the organization to manage the blue print of process.
• Physical evidence : Physical evidence is the proof for the customer that customer should feel the services offered by the Marriot. Organization provides quality services to the customers like good food, ambience, Silent environment etc which please the customers.

3.2 Product and marketing mix are used to enhance the value for customer and organization

Services plays important role in the growth of customer retention. Hotel Marriot provides quality services to the customers which increase the value of the organization in the eyes of the customers. Company provides valuable services to the customer then it will increase the profit ratio of the organization and help company to grow globally. The nature of the services is intangible so customer cannot touch them only feel them so management is liable to deliver quality services to the customers. Service Mix includes variety of services offered by the organization to meet the demand of the customers. Company offers high range of services to the customers who provide them quality experience in return (Verhoef and Lemon, 2013). Company has to provide quality services to retain the customers.

The service marketing mix is the variety of services offered by the company to the customers. Marketing mix includes process, physical evidence, people, product, pricing, place, promotion. Through this mix company can identify the needs and trend of the market and deliver the product according to the demand of the customers. It assists the management to enhance the value of the firm and deliver quality services to the customers (Lee.et.al.2012). Marketing mix facilitates the management to evaluate the current technological changes and adopt the recent marketing trends to enhance the value of Hotel Marriot.

3.3 Difficulties for marketing of services and alternatives to overcome the problems

Marketing department has the liability to identify the difficulties faced by the organization while marketing the services and find the alternatives to overcome them.

• Customer perception of quality : Hotel Marriot has the liability to provide quality services to the customers. The expectation of the customer is high and sometimes company may fail to fulfill the demand of the customers. Many times customers may face the difficulty in the offered services like delay in ordered food, unavailable dishes, bad welcome of the customers etc. To overcome this kind of services company should hire the man power and provide them effective training by which they give their best towards the organizational goal (Srinivasan, 2014).
• Measurement of customer satisfaction level : Sometimes customer may experience good or bad experience in the organization so management should collect the feedback of the customers by which CRM can analyze the satisfactory level of the customers. Marriot should provide extra benefits to the customers by which company can satisfy the demands of the customers. Management should adopt the different strategies to measure the satisfactory level of the customers.
• Customer retention : Now a day’s customers are frequently switching the companies so it will be major problem for the Marriot so management should design the strategies to retain the customers. Company should hire the staff and provide them training by which they give their best to the organization (López.et.al.2013). Management can customers by offering discounts, extra benefits, coupons, customer preference etc. 

3.4 Role of IT in service industry

IT plays vital role in the growth of the Hotel Marriot. Through Information Technology Company can contact with the customers and create the data base of the customers. Technology has upgraded the service sector with innovative techniques. Following points describe the role of IT in service sector.

• Communication : Information technology helps the Marriot to communicate with the customers and assists to create good relation with the customers. Through IT a employee can easily convey the offers to the customers and provide them additional benefits like first come first serve, discounts etc. through Information technology company can contact the global customers within the seconds.
• Research : Technology assists the organization to conduct the online research by which management can take detail about the current market trends. Through internet company can conduct the online research and get the detail of customer perception (Khan and Altaf, 2014). This is the cost effective method by which company can collect the feedback of the services.
• Customer Database : Technology facilitates Marriot to create the data base of the customers and save the details of the customers. IT assists management to identify the most beneficial customer for the organization. Company can evaluate the customer retention through the data base and identify the frequent visitor for the company.
• Reservation : Information technology benefits the management to provide online booking to the customers. Company may provide online reservation facility to the customers through application system, website or phone-calling (Tarí.et.al.2014). Technology saves the time and money of the customers by providing technological benefits to the customers.

The above Marketing Management Assignment Hotel Marriot implicates the knowledge management and its role in the relationship marketing and ICT supports the organization in various ways like data base, customer handling etc. ICT assists the employee relationship marketing to create brand image of the organization. Marriot has lots benefits of customer relationship management that facilitates organization to Create data base, contact with customers etc. The study provides the recommendations to improve the customer relationship for the Marriot. The report carries out the various stake holders for the public and voluntary organizations and relationship with customer of two non-profit organizations. The research compares the methods of marketing used by public, private and voluntary organizations and finds the issues involved in marketing of eBay. Further the study conclude that product and service mix enhance the value of customer and organization and difficulties in marketing and to alternatives to overcome them. The research implicates role of IT in the development of the service industry and corporate social responsibility plays vital role in development brand image of the company. It analyzes the role of broadcast media in encouraging the ethical and social policies of Marriot.

Books and Journals

Barnes, S. and Hunt, B. eds., 2013.  E-commerce and v-business . Routledge. Bromley, P. and Meyer, J.W., 2014. “They Are All Organizations” The Cultural Roots of Blurring Between the Nonprofit, Business, and Government Sectors.  Administration & Society , p.0095399714548268. Bryden, A., Petticrew, M., Mays, N., Eastmure, E. and Knai, C., 2013. Voluntary agreements between government and business—a scoping review of the literature with specific reference to the Public Health Responsibility Deal.  Health Policy ,  110 (2), pp.186-197. Butler, R. and Wilson, D.C., 2015.  Managing voluntary and non-profit organizations: Strategy and structure . Routledge. Christensen, L.T., Morsing, M. and Thyssen, O., 2013. CSR as aspirational talk.  Organization ,  20 (3), pp.372-393. Dalkir, K., 2013.  Knowledge management in theory and practice . Routledge. Drumwright, M.E. and Murphy, P.E., 2014. Ethical Issues of Social Marketing and Persuasion.  The Handbook of Persuasion and Social Marketing , p.175. Fernandez-Feijoo, B., Romero, S. and Ruiz, S., 2014. Effect of stakeholders’ pressure on transparency of sustainability reports within the GRI framework. Journal of Business Ethics ,  122 (1), pp.53-63. Gordon, R., Butler, K.A., Magee, C.A., Waitt, G.R. and Cooper, P., 2015. Using value theory for segmentation in social marketing. Greco, M., Grimaldi, M. and Hanandi, M., 2013. How to select knowledge management systems: a framework to support managers.  International Journal of Engineering Business Management ,  5 . Haufler, V., 2013.  A public role for the private sector: Industry self-regulation in a global economy . Carnegie Endowment. Jin, N., Kim, J. and Kim, K.H., 2015, June. THE SERVICE MARKETING MIX EFFECT ON CUSTOMER EXPERIENCE AND CUSTOMER EQUITY IN THE SERVICE INDUSTRY. In  2015 Global Fashion Management Conference at Florence  (pp. 838-844).

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Located next to Noginskoye Highway in Electrostal, Apelsin Hotel offers comfortable rooms with free Wi-Fi. Free parking is available. The elegant rooms are air conditioned and feature a flat-screen satellite TV and fridge. The private bathrooms come with a shower, hairdryer and free toiletries. Hotel Apelsin has a café serving Russian cuisine. The 24-hour front desk offers ironing service. Mashinostroitel Train Station is a 10-minute drive away. Domodedovo Airport is 88 km away.

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