Nine Reasons Your Hotel Marketing Isn't Working (And How To Fix It)

9 Reasons Why Your Hotel Marketing Isn’t Working (+ How To Fix It)

Are you wondering why your hotel’s marketing efforts aren’t bringing in the bookings you want? It could be a number of things, but there are a few common mistakes that hotels make when it comes to their marketing strategies.

In this article, we’ll discuss some mistakes to avoid and ways to improve your hotel marketing.

Failing to focus on targeting the right demographic

Consider who your hotel appeals to and target them specifically in your marketing efforts.

It’s important to consider who your hotel appeals to and target them specifically in your marketing efforts. Are you a luxury hotel catering to business travellers or a family-friendly hotel near popular attractions? Once you have pinpointed your target audience, tailor your messaging and promotions to appeal to them.

For example, if you are targeting families, emphasise amenities such as a playground or kid-friendly activities. Or, if you’re targeting business travellers, highlight your hotel’s convenient location to corporate offices and meeting spaces.

To do this, utilise data from past bookings to further refine your target audience and adjust your marketing strategy accordingly.

Also, consider where your target audience spends their time online and advertise on those platforms to increase visibility. Some visitors may prefer to book through online travel agencies, while others may go directly to hotel websites. Make sure you have a presence on both.

Additionally, gather demographic information from past guests to better understand the profile of your hotel’s typical visitor and use that information to shape future marketing efforts. By targeting the right audience, you will see more success in your hotel’s marketing efforts.

Not taking advantage of different channels

Are you utilising all relevant channels in your hotel’s marketing efforts?

It’s important to utilise all relevant channels in your hotel’s marketing strategy, such as social media, email marketing, and advertising. By having a presence on multiple platforms, you can reach a wider audience and drive more bookings.

For example, using social media allows you to directly engage with current and potential guests, showcase your hotel’s amenities and special promotions, and gather customer feedback. Email marketing is another effective tool for promoting deals and offering personalised communication to past guests. And advertising on platforms like Google or Facebook can increase visibility and drive traffic to your hotel’s website.

Consider the demographics and behaviour of your target audience to determine the best channels to utilise. For example, older travellers may be more likely to book through traditional advertising methods while younger travellers may be more active on social media.

Don’t limit yourself to just one platform – try out different channels and see what works best for your hotel.

Not offering unique experiences or deals

Are you offering unique experiences or promotions that will entice potential guests to choose your hotel over competitors?

In today’s competitive hotel industry, it’s important to offer unique experiences and promotions that will entice potential guests to choose your hotel over others. Think about what sets your hotel apart – is it a scenic location, delicious in-house restaurant, or spa amenities?

For example, if your hotel is located in a popular destination for wine lovers, consider offering packages that include tours and tastings at local wineries. Or, if your hotel has a stunning rooftop pool with views of the city skyline, offer special promotions for poolside cocktails and events.

Another way to stand out is by offering personalised experiences for guests. This could include customising amenities in their room based on their preferences or providing concierge services to plan unique activities during their stay.

By offering unique experiences and promotions, you can differentiate your hotel from competitors and entice potential guests to choose your hotel over others. Take advantage of your hotel’s unique features and offerings to create memorable experiences for your guests.

Neglecting to gather and use customer feedback

Do you actively review customer feedback and make adjustments to your hotel?

Customer feedback is vital for any hotel’s success. It can provide insight into what guests like and dislike about their stay, as well as areas that need improvement. Neglecting to gather and use this valuable information means missing out on opportunities for growth and improvement. Additionally, taking the time to respond to negative reviews shows potential guests that you care about providing a good experience and are willing to make changes based on customer feedback.

Gathering and using customer feedback can also help improve hotel operations, streamline processes, and increase overall satisfaction for both guests and hotel staff.

It’s important to actively seek out feedback through various channels such as online reviews, surveys, and direct communication with guests during their stay. Take the time to listen and implement changes based on customer feedback – it can make a big difference in the success of your hotel.

Failing to measure and review your marketing efforts

Are you consistently measuring and analysing your marketing efforts to see what is and isn’t working?

When you’re running a busy hotel, it can be tempting to set and forget your marketing campaigns. However, regularly checking in on your analytics and making adjustments as needed can make a big impact on the success of your hotel’s marketing.

It’s important to consistently measure and analyse your hotel’s marketing efforts to see what is and isn’t working. This allows you to make changes accordingly and improve the effectiveness of your strategy.

One way to do this is by setting specific, measurable goals for each marketing campaign and tracking the results. For example, if your goal is to increase website traffic, track the number of visitors to your hotel’s website before and after launching a social media campaign.

Another way to analyse your hotel’s marketing efforts is by gathering customer feedback. This can be done through online surveys, social media engagement, or simply asking guests about their experiences during check-in and checkout. Use this feedback to improve your hotel’s offerings and better target future marketing campaigns.

It may also be helpful to compare your hotel’s performance with competitors in the industry. Look at metrics such as occupancy rates, average daily rate, and customer reviews to see how you stack up against similar hotels.

Ignoring industry trends

Are you staying up-to-date with industry trends and adjusting your marketing strategy accordingly?

It’s important to stay up-to-date with industry trends in hotel marketing and adjust your strategy accordingly. This could mean incorporating new platforms or technologies, such as using virtual reality to showcase hotel rooms or implementing chatbots for customer service.

You can stay on top of industry trends by regularly reading industry publications and attending conferences and events. Network with hotel marketing professionals and exchange ideas for staying ahead of the game.

As trends evolve, it’s important to assess how they could benefit your hotel and adjust your strategy accordingly. For example, if a new social media platform becomes popular amongst travellers, consider creating a presence on that platform to reach potential guests.

Staying up-to-date with industry trends can also help you stay ahead of the competition. By being an early adopter of new technologies and strategies, you can set your hotel apart and attract potential guests.

However, it’s important to consider the cost and resources required for implementing new trends in your hotel’s marketing strategy. Carefully assess the potential benefits and weigh them against any potential drawbacks before making changes to your strategy.

Selling yourself short

Are you clearly communicating the unique features and benefits of your hotel to potential guests?

It’s important to communicate the unique features and benefits of your hotel to potential guests in order to differentiate yourself from competitors and entice them to choose your hotel.

One way to do this is through visually appealing photos and videos on your hotel’s website and social media pages, showcasing the amenities and experiences offered at your hotel. Another way is through engaging descriptions of your hotel and its offerings on booking websites, in email marketing campaigns, and in any other communication with potential guests.

You can also communicate the unique features and benefits of your hotel through personalised interactions with potential guests. For instance, hotel sales teams can highlight the hotel’s amenities and experiences during sales calls, while front desk staff can mention unique offerings during check-in and suggest them to guests during their stay.

It’s important to regularly evaluate the features and benefits that make your hotel stand out, and consistently communicate these attributes to potential guests. This will not only attract new visitors, but also encourage repeat bookings and positive word of mouth recommendations.

Failing to collaborate with local businesses

Are you collaborating with other local businesses or events to reach a wider audience and drive more bookings?

Collaborating with local businesses or events can help increase hotel bookings by reaching a wider audience and offering unique experiences to guests.

Partnering with nearby restaurants, shops, and attractions can offer added convenience and value for hotel guests. For example, offering discounts and partnerships with popular local restaurants can enhance the stay experience for food-loving guests.

Similarly, collaborating with local events can also drive hotel bookings. Hosting or sponsoring events, such as concerts or festivals, can attract a new audience and showcase the hotel as a destination for unique experiences. Offering special event packages, such as discounted hotel room rates and event tickets, can further entice potential guests to book a stay at the hotel.

Before collaborating with local businesses or events, it’s important to carefully assess potential partnerships and ensure they align with the hotel’s brand and target audience. It’s also important to regularly evaluate these collaborations and assess their effectiveness in driving hotel bookings.

Not regularly updating your website and online presence

Are you regularly refreshing and updating your hotel’s website to make it visually appealing and user-friendly for potential guests?

It’s important to regularly refresh and update the hotel’s website in order to make it visually appealing and user-friendly for potential guests. This includes ensuring the website has a modern design, easy navigation, and clear calls to action such as booking options. In addition to design updates, regularly updating the website with current information such as hotel amenities and special offers can attract potential guests and encourage bookings. High-quality photos of the hotel and its features can also enhance the website’s visual appeal and entice potential guests.

In addition, regularly refreshing website content with special deals and promotions can also attract potential guests and encourage bookings. It’s important to consistently evaluate the effectiveness of these and adjust them according to what is working for you and what isn’t. You never want to set and forget promotions as they can become outdated and lose their appeal.

By avoiding these common hotel marketing mistakes and finding ways to improve your strategies, you can start seeing an increase in bookings and overall success for your hotel. Keep experimenting and gathering customer feedback, and don’t be afraid to try new things or make adjustments as needed.

About the author

Preno's Marketing Content Manager, Kendra Jeffery, is educated in the Marketing and Communications fields and is passionate about helping hoteliers stay ahead of the curve.