Top 4 hospitality and hotel marketing challenges and solutions

The internet age has brought with it a myriad of opportunities for hospitality businesses. With the entire web at your fingertips, it’s never been easier to get your message out there! The catch, of course, is that the internet brings with it new challenges as well. From the ever-evolving preferences of travelers to the rising influence of online travel agencies (OTAs), navigating these challenges is essential for staying ahead of the curve. In this blog post, we’ll delve into the top challenges faced by hospitality marketing pros and explore effective solutions to help your hotel thrive in this dynamic industry.

Let’s face it – there’s no shortage of competition when it comes to hospitality marketing. The rise of platforms such as AirBNB and Vrbo means that there’s more competition than ever before. You may think your hotel is great – but how do you convince potential customers of that fact when they’re overwhelmed with options?

Anyone can say the words “we’re the best.” Instead of telling, show! Having photos of the different types of suites you offer is good. Well-produced video walkthroughs are even better. You may also want to consider partnering with influencers. They can provide content, such as reels and stories, that give people a direct, unfiltered look at your offerings. And, of course, be sure to leverage reviews and testimonials. Social proof is key in giving people the confidence to click that booking button.

Online travel agencies (OTAs) offer many benefits to travelers. But while they have their perks, they also come with some drawbacks. The associated fees can cut into your bottom line, and with an OTA as the middleman, you get a less direct relationship with the consumer. You have less control over what the booking experience is like.

To combat this, you need to make it worth it for guests to book directly through you. After all, OTAs do provide certain benefits to travelers – so you have to make your benefits seem even better in comparison. This can be done by offering deals or discounts if they book through you or having certain packages or perks that are only available if they bypass the OTAs. This way, you can have more direct control over your guests’ experience from start to finish.

It’s the nature of the hospitality game – seasons change, and demand changes with it. Beaches are always going to be flooded with visitors in the summer, and ski resorts are always going to be packed in the winter. Hospitality businesses that have consistent bookings year-round are rare or even nonexistent. So, what can you do?

Get creative when it comes to off-seasons. Maybe summer is the busy season for your bed and breakfast in a cute seaside town – but who says you can’t offer cozy themed packages in the fall and winter? Lean into the seasonality instead of fighting against it. You’re not likely to get off-season bookings up to main-season numbers, but you can certainly make improvements. The steadier you can get your numbers to be, the more secure your business will be.

Guest expectations are constantly evolving. Are QR code menus handy, or a headache? Do guests expect the option of a late checkout or not? Do you need an app? It can feel overwhelming trying to keep up with the times.

The best way to find out what guests want? Ask them! Make it a priority to conduct regular market research. The easiest and most direct way to achieve this is by regularly asking guests to fill out a survey. It can be hard at times to convince guests to take the time to fill out a survey, so if need be, offer an incentive. If they’re taking the survey during their stay, offer them a gift card to a local coffee shop (building local connections is always a win!). If they fill out the survey at checkout, perhaps offer them a small amount off their bill. Regardless of how you conduct your surveys, the information that your guests will provide is well worth the cost.

By understanding and addressing the key challenges in hospitality marketing, your hospitality business can create more effective strategies to attract and retain guests. By focusing on strong visuals and social proof, providing unique and seasonal offerings, and consistently soliciting guest feedback, hotels can thrive in the competitive landscape and achieve long-term success.