“The future of hospitality marketing will be defined by how well hotels and resorts can deliver personalized, memorable experiences that exceed guests’ expectations.”
– Sarah Kennedy Ellis, CMO, Sabre Hospitality Solutions
Business owners, hotel and resort managers, and marketing specialists who want to stay ahead must keep up with hotel and resort marketing trends. This article will analyze some of the most significant hotel marketing developments of the previous several years.
Case Study: Banyan Tree Hotels and Resorts
Another popular hotel brand that has implemented future trends in hotel and resort marketing is the Banyan Tree Hotels and Resorts. The company is committed to environmental responsibility and has made investments in green practices like lowering its carbon footprint, doing away with single-use plastics, and building with sustainable materials.
Banyan Tree has also embraced personalization, offering guests tailored experiences based on their preferences and behaviors. Mobile check-in, digital concierge services, and virtual reality tours are just a few examples of the brand’s technological efforts to better serve guests.
Banyan Tree has changed their advertising strategy to capitalize on these five new trends:
- Sustainability: Banyan Tree uses renewable energy, reduces water use, and implements recycling and composting programs to promote sustainability. The brand has also partnered with local communities to promote sustainable tourism practices and conservation efforts.
- Personalization: Banyan Tree uses guest data to deliver personalized experiences, such as personalized room amenities, customized menus, and tailored activities and excursions. The brand also offers loyalty programs that reward guests for their loyalty and engagement.
- Technology: Banyan Tree has introduced several technological solutions, including smartphone check-in, digital concierge services, and virtual reality tours, to improve the quality of their guests’ stays. The brand has also used technology to promote their sustainability initiatives, with a mobile app that tracks guests’ environmental impact during their stay.
- Wellness: Banyan Tree has focused on wellness as a key part of their marketing strategy, with a range of spa and wellness programs that cater to the growing trend of health and wellness tourism. The brand also offers fitness programs, yoga and meditation classes, and healthy dining options.
- Brand Storytelling: Banyan Tree has developed a strong brand identity that is based on their commitment to sustainability, wellness, and local culture.
Benefits of Implementing Future Trends
The benefits of implementing future trends in hotel and resort marketing are many. Hotels and resorts that use cutting-edge innovations stand out from the crowd, gain new customers, and strengthen brand loyalty. Here are some facts and statistics to support the importance of future trends in hotel and resort marketing:
- According to a study by Google, 60% of travelers want personalized recommendations for their travel plans.
- The Global Wellness Institute estimates that the wellness market will be valued $919 billion worldwide by 2022.
- Greenlight Insights predicts $1.8 billion in travel and tourist revenue from VR and AR by 2022.
- Booking.com found that 68 percent of passengers would like to stay in eco-friendly properties.
Hotel and Resort Marketing Future Trends To Watch Out For
1. Embrace personalization to deliver tailored experiences to guests.
Personalization can boost guest pleasure, brand loyalty, and repeat business. To personalize your services, follow these steps:
- Collect data: Gather guest data through online booking forms, surveys, and social media. If you want to improve your service, learn from their routines and preferences first-hand.
- Analyze the data: Use analytics software to find trends and draw conclusions. This will help you anticipate and understand your guests’ demands.
- Segment your audience: Divide your audience by preferences, needs, and habits. This lets you customize each group’s experience and boost satisfaction.
- Customize communication: Address guests by name and personalize content depending on their interests and needs. Use email, SMS, and social media to send customized messages.
- Personalize services and offerings: Base room choices, amenities, activities, and eating on guest preferences. If a guest prefers a certain cushion, have it ready in their room when they arrive.
- Train your staff: Train your team on personalisation and give them guest data and preferences. Encourage them to adjust their interactions and provide individualized service using this information.
- Leverage technology: Use technology to enhance personalization efforts. Implement tools like CRM systems, AI-powered chatbots, and mobile apps to streamline processes and deliver seamless, personalized experiences.
- Measure success: Track KPIs like customer satisfaction, repeat bookings, and revenue to evaluate your personalisation efforts. Improve your personalization efforts with these ideas.
- Solicit feedback: Invite guests to share their experiences. Use this information to improve and adjust your services to guest expectations.
- Continuously improve: Always evaluate your plans, react to changing guest preferences, and follow industry trends to deliver excellent personalized experiences.
2. Prioritize sustainability to attract eco-conscious guests.
The hospitality industry has seen a growing trend in eco-consciousness as more guests become aware of their environmental impact and seek sustainable options. Prioritizing sustainability not only benefits the environment, but also enhances your brand image and attracts eco-conscious guests. Implementing sustainable practices can set you apart from competitors, leading to increased customer loyalty and positive word-of-mouth.
Case Study: 1 Hotel (Brooklyn Bridge)
A property that has successfully prioritized sustainability is the 1 Hotel in Brooklyn Bridge, New York. This hotel features a variety of green initiatives, including a LEED-certified building, reclaimed materials, rainwater reclamation system, and living green walls. The hotel also offers eco-friendly amenities like filtered water taps in guest rooms, eliminating the need for plastic bottles. These efforts have garnered praise from guests and solidified the property’s reputation as an environmentally responsible destination.
Steps to prioritize sustainability:
- Energy efficiency: Spend money on electronics, lighting, and HVAC systems that use less energy. Reduce your home’s carbon impact by switching to solar power or another sustainable energy source.
- Water conservation: Install low-flow faucets and showerheads, dual-flush toilets, and water-saving appliances. Encourage guests to reuse towels and linens to reduce water consumption.
- Waste reduction: Implement recycling programs and provide clearly marked bins for recyclable materials. Consider composting food waste and offering reusable or biodegradable items instead of single-use plastics.
- Sustainable sourcing: Choose eco-friendly products and suppliers, focusing on locally sourced goods and services to reduce transportation emissions and support the local economy.
- Green certifications: Pursue sustainability certifications, such as LEED or Green Key, to demonstrate your commitment to environmental responsibility and attract eco-conscious guests.
- Eco-friendly transportation: Encourage guests to use bicycles, electric scooters, or public transportation. Provide electric vehicle charging stations and consider offering shuttle services with eco-friendly vehicles.
- Green spaces: Improve air quality and provide a soothing environment for visitors by using green features like gardens, green roofs, and living walls.
- Education and awareness: Train staff on sustainable practices and promote eco-friendly initiatives to guests through signage, brochures, or in-room information.
Embracing sustainability is essential in today’s hospitality landscape, as it not only benefits the environment but also attracts eco-conscious guests. By implementing sustainable practices, your property can contribute to a healthier planet and enjoy a competitive advantage in the market.
3. Experiment with new technologies such as virtual and augmented reality to enhance the guest experience.
Businesses may now offer clients new and engaging experiences because of technology’s rapid growth. Integration of VR and AR technology into the hospitality industry may dramatically enhance visitor experiences, increase guest engagement, and set your resort apart from the competition. Here are some ways to experiment with VR and AR technologies:
- Virtual tours: Offer virtual tours of your property using 360-degree video and VR headsets. Prospective customers can get a feel for your establishment before committing to a reservation, thanks to this feature.
- AR-enhanced navigation: Develop an AR mobile app that helps guests navigate your property with ease. By pointing their smartphones at specific locations, guests can access interactive maps, directions, and information about amenities and services.
- Virtual concierge: Create a virtual concierge service that utilizes AI-powered chatbots and VR/AR technology. This can assist guests with check-in, reservations, recommendations for local attractions, and answer any questions they may have during their stay.
- Immersive entertainment: Provide guests with VR and AR experiences in common areas, such as lounges or game rooms. These experiences can include virtual escape rooms, interactive art installations, or immersive travel experiences that transport guests to different destinations around the world.
- Training and staff development: Use VR and AR technology to train your staff in various aspects of guest service, such as customer interaction, crisis management, and emergency procedures. This can help improve their skills and confidence in delivering exceptional guest experiences.
- Customized in-room experiences: Enhance guests’ in-room experiences by offering personalized VR or AR content, such as guided meditation sessions, virtual workouts, or immersive storytelling experiences that cater to their interests and preferences.
How to Stay Up-To-Date on Emerging Trends and Technologies in Hotel and Resort Marketing
Here are some practical ways to stay current on hotel and resort marketing tools:
1. To keep up with the newest developments in your field, make valuable connections with other experts, and broaden your perspective, you should regularly attend relevant events and conferences.
2. Follow industry thought leaders and publications to stay informed about the latest trends and technologies in hotel and resort marketing. Some notable publications and thought leaders include:
- Hospitality Net
- Hotel News Now
- Travel Weekly
- Brian Solis (digital anthropologist and futurist)
- Dharmesh Shah (founder and CTO of HubSpot)
3. Prioritize ongoing education and training for your marketing team. To stay current, provide your marketing team access to webinars, online courses, and seminars.
4. Try out new platforms and technologies like VR/AR, chatbots, and voice search to see how they might benefit your marketing strategy and the overall visitor experience.
5. Monitor and analyze data to identify emerging trends and patterns in guest behavior, preferences, and booking patterns. Keep ahead of the competition by using this information in your marketing plans.
6. Always be on the lookout for new opportunities in the travel industry and consumer preferences. Understanding these trends can help you develop new marketing strategies that appeal to evolving guest preferences.
7. Marketers would be well to keep abreast of developments affecting search engine algorithms and social media platforms, and to alter their approaches accordingly. For instance, Google’s search algorithm now gives a boost to mobile-friendly websites, thus mobile optimization should be a top priority.
Marketing for hotels and resorts has a bright and promising future. Guests of hotels and resorts that are up-to-date on technological developments are more likely to enjoy their stay and recommend the business to others. Many hotel and resort management teams can benefit from the Hoxton brand’s example of embracing future marketing trends in the hospitality industry. The most important thing to remember is that successful marketing for hotels and resorts demands constant creativity and adjusting to new situations. Hotel and resort managers can set themselves up for future success by using the checklist of action plans provided in this article.