The hotel market – not only in Germany or the UK – is highly competitive. Meanwhile, there is a suitable hotel concept for almost every conceivable target group. The individual customer’s wishes come first. However, these change again and again over the years. For this reason, further development is indispensable for economic survival. With a coordinated use of hotel marketing instruments, the implementation of the strategy succeeds in a targeted manner.

Content

Hotel Marketing: The advantages of sales promotion for companies
The marketing mix for hotels
Product policy in the hotel industry
Pricing policy and pricing strategy
Communication as a hotelier
Distribution channels for your offers
The marketing strategy – a mixture of online and offline marketing
What marketing possibilities are there for hotels?
Marketing activities
Hotel marketing: customer orientation from A to Z
Conclusion

Hotel marketing: The advantages of sales promotion for companies

Marketing is one of the elementary tasks in managing a company. In a globalised world, marketing is more important than ever. But what exactly is it really about? Marketing is about promoting sales. More precisely, the task of marketing is to market products and services with the aim of increasing sales. All actions are based on customer needs. These are constantly changing. Therefore, it is the goal of marketing managers to adapt products and services to current customer needs and to further expand their reach. For this purpose, marketing provides companies with a multitude of instruments. The marketing strategy is created from the bundle of instruments. A recommendation for action derives from this.

the four Ps in marketing

The marketing mix for hotels

Marketing Mix devides its instruments into four groups: Product Policy, Pricing Policy, Communication Policy and Distribution Policy. In marketing jargon we refer to them as the “Four Ps”. The four Ps are subdivided into specific tools that are used in accordance with the target group of the respective company. From these, overarching corporate goals can be derived and translated into concrete measures. The respective tasks are recorded in the marketing plan and worked through on the basis of milestones for a limited period of time. The results, in turn, youc an evaluate to check the success of the respective campaign and to make necessary adjustments for the future.

Product policy in the hotel industry

What is your product? What does your hotel stand for? Behind the product policy is your hotel, your brand in the background or the hotel itself as a brand. This is where you formulate what makes your hotel special and what it stands for. Is a personalised approach to the guest important to you? Then advertise this way and convey to your guest that he or she is the centre of attention and that an individual approach is a standard in your hotel. Other unique selling points will help your guest to decide in favour of you when booking.

Pricing policy and pricing strategy

The basis for your pricing is the price floor calculation per room. However, the guest should be able to understand how the room rates are justified. This makes him willing to pay the corresponding price. This is because he evaluates and compares the prices on the basis of a product and service ratio. Promotions and offer prices such as early booking discounts are popular in the market. You should therefore consider them in your marketing strategy.

Communication as a hotelier

How do I talk to my guests? You decide how you communicate with your guests. you can do this via classic channels such as print and catalogues, but also via your own website. Ask yourself what you are communicating when you present offers on platforms and what it triggers in your target group. You should use or learn communication via Facebook and the like. How do you address your guests? Make these communication decisions before you communicate and be as consistent as possible.

Distribution channels for your offers

The classic way via telephone is flattening out, but is still not disappearing in many hotels. Therefore, the telephone at the reception should be considered as an independent distribution channel. Other distribution channels in some hotels are still the tourist information or catalogues and magazines (print advertising). Online platforms such as booking.com and similar sites are available. However, your own website should be the main focus and the ideal booking channel. This is where you can best control your marketing costs.

The marketing strategy – a mix of online and offline marketing

Years ago, when the internet was not so popular, advertising used the classical way – print advertising in newspapers and catalogues, flyers or press releases. But radio and television advertising were also among the classic advertising tools. Today, online marketing complements the classic approach. Online advertising campaigns are extremely attractive and, above all, their success is measurable. The reach is significantly greater, the costs of individual measures are often much lower and some are even free of charge. Moreover, online marketing enables direct customer contact.

What marketing possibilities are there for hotels?

Unfortunately, marketing in hotels is often still used far too little. Potential sales is lost. Of course, marketing requires expenses at the beginning, but this is an investment.
There are many ways to market a hotel. A few years ago, for example, advertising in tourist information was attractive. However, since demand and information gathering today already starts at home, a website has to create sufficient information even before the arrival. Besides general data, the placement of offers and promotions is very useful. This enables guests to book their stay directly via your own website.

Marketing activities

Create and maintain website presence – the showpiece
Search engine optimisation (SEO) for better visibility on the Internet
Paid advertising, for example through Google AdWords
Promote reviews – positive reviews create trust for potential guests
Use social media accounts – stay top of mind and stand out
Fill booking platforms with specific offers
Personalised address in the hotel room for individualisation

Hotel marketing: customer orientation from A to Z

Hotel marketing is used to market hotel rooms and suitable services, which flow into the balance sheet as additional sources of income. This can be, for example, the rental of conference and event rooms or the marketing of the hotel’s own restaurant or wellness area. All tasks in the marketing hotel industry are focused on the guest. The key is to sell hotel services to guests at the right time, at the right place, at the right price, via the right online and offline distribution channels. Thus, the guest is the focus of all hotel marketing activities. The ultimate goal must be to achieve 100% guest satisfaction. The ed development of a brand that is firmly anchored in the minds of hotel guests is important as well.

Conclusion

Marketing in the hotel industry is an essential tool to be competitive and to get in direct contact with guests. Take advantage of the opportunities that hotel marketing has to offer you and find out now about suitable marketing strategies for your hotel.