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We have a new client that’s struggling in the high-end hotel industry. Are there any strategies that have worked for you for similar clients? We’re primarily focusing on Facebook marketing.
As the title says, we have a new client who runs a high-end BnB-type hotel in the Pacific Northwest. We’re pretty experienced with social media marketing but mostly in the commercial sales area. Any input on Facebook marketing strategies which have been proven to work well within the service/travel/hospitality industries would be hugely appreciated.
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7 Replies
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How high end are we talking? Luxury?
I would only use Facebook for pixel re- targeting. If it’s truly high end, that’s not really your demo for finding new customers.Instead I’d focus budget on creating visually stunning images for your own content (mainly on Instagram), travel influencers, travel forums, travel & airline magazines, etc.
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I realize this isn’t exactly what you asked for, but I’d consider making Instagram a larger part of your social strategy. Hotels/Airbnb/B&Bs need to put out the FOMO, luxury porn, wanderlust vibes and Instagram is the ideal place for this, not FB. With that, investment in quality, intentional photography is of the utmost importance.
Another area to consider would be influencer marketing. This area has a wide range of influencers who’d be more than willing to post about your client or run a weekend getaway contest on their channels in exchange for a weekend comp. Watch what Post Hotel does in Leavenworth; not only are they are selling that retreat/getaway beautifully on their timeline, but I have seen several local influencers from the food/nutrition, fashion, mom blog and sports industries post sponsored posts and stories while staying there- see their tagged posts for examples.
Next, I’d consider hosting a giveaway for a Spring weekend stay, creating an offer code guests can only get if they follow you on social, working with management to establish a “locals only” staycation rate, or exploring partnerships with other tourist-friendly businesses to promote and receive (digital or physical) promotion from a carefully curated pod of hotspots in close proximity.
Does your client have a quality restaurant within their establishment? You can never go wrong with drawing people in through the food. Have an incredible spa or in-room treatment offerings? Show people what they are missing out on.
Lastly, (and you don’t have to answer me here, this can be rhetorical) what have the recent reviews been like on FB, Trip Advisor and Yelp? If the struggle is due to more than general economic/seasonal slump, no amount of social media genius is going to do the trick.
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We have clients in Montana whom we’ve had some solid success with higher-end hotels with Instagram, events, and programmatic ads. Video is clearly an important factor, too.
But there are a lot of factors involved. Is it a winter or summer destination? What’s airport access like? Are you partnering with local tourism businesses?
Crafting a strategy and campaign is challenging in that category, but can be easier if you leverage more assets.
Good luck
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Hospitality marketer here! Does your city/town have a DMO? Sometimes joining forces with them is a great way to get started. Maybe you can partner with the DMO and do a Facebook giveaway on their page for a free weekend stay at the hotel?
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Keep the local media happy with some freebie weekends as they are always looking for events to showcase, promotions and usually have connections with bigger media publications which can get you into travel sites, in flight magazines etc and a lot more cost effective than paying for media coverage. Bonus points for backlinks. Community events are a good way to get yourself on the map with the locals, good for PR, staff morale and general positivity.
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Lol I run marketing for a high end hotel and our agency is struggling. Are you our agency?
Jk. But this is literally my job. Shoot me a message I can help.
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Do you have any specific ‘feeder’ markets? For example, I have a few clients that are hotels as well, and they get a high percentage of tourists from a few surrounding states. So we add those geographical targets wherever we market as well, and not just our own location.
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