Build Me a Hotel — Attract, Convert, Measure
Happy Easter, Everyone!
What is the first thing that attracts your guests to choose your hotel?
Design/architecture or Operations?
Well, sometimes great marketing can inform or shape operations, so you don’t need to run separate marketing except for any seasonal promos or offers — I will discuss this topic in my next Article with more detailed insights.
Now let’s talk about how to attract guests throughout their lifespan of the decision to spend with your hotel(s).
Lately, I attended the leading panel of North American Chief Development Officers who addressed the important issues around cogent and profitable hotel development, where the opportunities lie. They discussed their desire to attract a broad number of segments to the market — without drilling down on what generations are growing up, what they want, and what they are more likely to splurge on, such as travel, luxury hotels, or experiences. Generating deeper insights into their needs and preferences help brands evolve in their design and operations to attract these growing market segments.
When it comes to successful hotel operations in 2023 and beyond from a marketing perspective, it’s crucial to consider areas and tools that can reduce turnaround time and increase conversions. With the aging trend intensifying, the number and spending power of certain demographics, such as the elderly population, are also growing. Their needs and preferences differ from those of younger generations, and they prioritize service quality, safety, attention to detail, and humanization of services. Failure to meet these needs can result in slower conversions and missed opportunities in this market segment.
If your hotel targets specific segments such as Gen Z, millennials, and some moving into Gen X, it’s important to focus on building loyalty among these growing demographics. This group has moved beyond the experimental stage and seeks suitable, convenient, experiential services. By offering these, you can create loyal customers who will return and explore the whole range of your hotel brands, including Gen X guests.
So, these two generations are growing exponentially: Gen Z/Millennials, as well as elderly boomers. Additionally, midlife individuals and families, who are raising children, may have diverse travel needs, whether it’s for leisure or regular family reunions.
Hotels can customize their marketing and services to attract and retain guests from different age groups by comprehending these distinct market segments and their needs.
To enhance and reinforce post-booking services, it’s crucial to establish corresponding marketing strategies and service measures that facilitate targeted marketing activities. After identifying your market segments, measuring them is imperative to ensure rapid improvements and to adapt to the needs of your guests faster than your competitors.
If you require further insights on this topic or thought leadership content, please do not hesitate to reach out to me via email.
