Let’s Talk Marketing

We caught up with Eric Brun, the newly elected Chair of the HSMAI Europe Marketing & Branding Advisory Board, to get his top tips for hotels looking to build up their new business pipeline in 2022.

• At the very onset be clear on what your brand stands for and critically, the story (ies) you can tell your existing and new customers – whether that’s honing in on the historic aspects of your venue, the sustainable side and/or the experiences you can offer.
• Today’s guests are far more discerning about the credibility of hospitality/travel brands, so make sure you can back up the brand promise and can deliver. For example, if you are keen to convey your brand as sustainable, do make sure your Food and Beverage aren’t using plastic straws or the cotton buds in the guest’s bathroom aren’t wrapped in plastic. It may seem obvious, but this is where hotels often come unstuck on the brand promise.
• 2022 should be a year of increased bookings – however be aware that there may be changes to the type of customer and markets, depending on which travel restrictions are lifted. Imagine you are re-launching your hotel to new audiences from different regions– make sure your brand’s marketing and pr strategy factors in these changes.
• Do invest in your website and make sure it is the best possible ‘shop window’ for your brand. Do make sure you use video content, rather than just static photography and think about what story your want to tell and the experience a guest can have. Do also make sure all telephone numbers are up to date and that you include your hotel on Google maps so your hotel has clear visibility.
• Do make the booking experience on your website as easy as possible and include all possible information a potential guest may want before they click book, such as pictures of all the bedrooms and suites.
• Embrace social media, whether that’s posting beautiful pictures which tell a story on Instagram or ensuring you follow influencers and journalists on a range of different channels such as Twitter and LinkedIn so you can begin to build a relationship and dialogue.
• Don’t shy away from negative reviews on the likes of Trip Advisor, Google and other platforms. It’s by taking control and responding both directly to the customer and platform that you show you care and are taking “brand responsibility”