Looking at Hotel & Travel Marketing through 360 degrees

One of the biggest issues within the hospitality sector is the fact that it is lagging far behind in regards technology. This is especially true for marketing technology. I often find that Hotels and smaller travel businesses look at marketing activities as separate chunks instead of in a full 360 degree holistic view. I believe that viewing marketing activities as separate chunks will result in the plan not achieving its intended goals and having very little benefit overall.

A hotel in 2016 needs to have a good handle on all parts of the marketing space; offline and online. Have a strategy that encompasses digital, social, branding, offline and even customer and staff engagement is the only way that hotels can truly have a successful marketing strategy. Not only do these boxes need to be ticked, but tracking and monitoring the performances of all the activities is important to make sure the strategy is tweaked and improved to what works best for your particular business. The number of businesses I have seen that do not have Google Analytics setup properly, or don’t have marketing KPI’s (Key Performance Indicators) is shocking, but it is down to a lack of knowledge in the sector. Social Media is a very “trackable” medium but people often don’t which means to adopt. They also often think that social and/or content marketing doesn’t have any bearing on the success of a marketing plan.

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