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Tourism and Hospitality Marketing: A Global Perspective

• By: Simon Hudson
• Publisher: SAGE Publications Ltd
• Publication year: 2008
• Online pub date: December 20, 2013
• Discipline: Business & Management
• Subject: Tourism, Events & Hospitality Marketing , Hospitality, Travel & Tourism Management
• DOI: https:// doi. org/10.4135/9781446280140
• Keywords: customers , markets/marketing , place marketing , prices , tourism , tourism sector , travelers Show all Show less
• Print ISBN: 9781412946872
• Online ISBN: 9781446280140
• Buy the book icon link

Subject index

Front matter.

• Geographical Index of Cases
• Chapter 1: The Global Tourism Marketing Environment
• Opening Vignette: Disney Expands Global Empire to Hong Kong
• Introduction
• Snapshot: War as a Tourism Attraction in Vietnam
• The Influence of Marketing on Tourism
• Snapshot: Repairing the Image of America
• Marketing Services
• Key Players in the Global Tourism Industry
• Snapshot: Opening the Home of Robert Graves
• Influences on the Tourism Marketing Environment
• Global Spotlight: The Holy Land Experience
• Chapter Summary
• Case Study: The Influence of Politics on Tourism: The Case of Myanmar
• Chapter 2: Consumer Behaviour
• Opening Vignette: Vacations from the Heart: Traveller Philanthropy
• Factors Influencing Consumer Behaviour
• Snapshot: Backpackers with Gold Cards
• Snapshot: Adventurer Annie
• The Buying Process
• Organizational Buyer Behaviour
• Global Trends in Consumer Behaviour
• Global Spotlight: Semester at Sea
• Snapshot: Longing for the Way We Were: Nostalgia Tourism
• Case Study: Rites of Passage: Schoolies Week in Queensland, Australia
• Chapter 3: Developing a Marketing Plan
• Opening Vignette: An Adventure with Bruce Poon Tip
• The Corporate Connection
• Analysis and Forecasting
• Global Spotlight: Targeting the Overweight: Size-friendly Vacations at Freedom Paradise
• Snapshot: Wine for Dudes
• Snapshot: Planning the Growing Chinese Travel Market
• Setting Marketing Goals and Objectives
• Marketing Strategy: Targeting and Positioning
• Snapshot: Positioning ‘Four’ Success: Four Seasons Hotels and Resorts
• Tactics and Action Plans
• Resource Requirements
• Marketing Control
• Communicating the Plan
• Case Study: The Failure of Roots Air
• Chapter 4: Marketing Research
• Opening Vignette: Mystery Shopping Uncovers Directional Selling in the UK
• Applied Research in Tourism and Hospitality
• Snapshot: Global Study Finds Travellers' Needs Not Being Met by the Travel Industry
• Stages in the Research Process
• Research Methodology
• Snapshot: Research in the Food Service Industry
• Snapshot: Measuring the Impact of Captain Corelli's Mandolin on Tourism in Cephalonia
• Global Spotlight: Lack of Research Contributes to EuroDisney Disaster
• Common Research Errors
• Effective Use of Marketing Research in Decision-making
• Case Study: How was the Skiing? Finding the Best Way to Measure Service Quality
• Chapter 5: The Tourism and Hospitality Product
• Opening Vignette: Concorde: A Journey Through the Product Life Cycle
• Product Levels
• Physical Evidence and Servicescape
• Snapshot: The Greatest Briton Ever: The New Churchill Museum in London
• Product Planning
• Global Spotlight: The Coolest Place in Town: Sweden's Icehotel
• Snapshot: Chefs as Brands: The Case of Jamie Oliver
• New Product Development
• Snapshot: Sydney BridgeClimb
• Approaches to New Product Development
• Case Study: Creating an Alpine Winter Experience
• Chapter 6: Pricing
• Opening Vignette: Space Tourism: Priced Out of This World
• Factors Determining Pricing Decisions
• Contributions of Economics to Pricing
• Snapshot: Pricing for the Luxury Market: Burj Al Arab Hotel, Dubai
• Pricing and Positioning
• Snapshot: Low-cost Airlines Take to the Air
• Basic Approaches to Pricing
• Pricing Strategies for New Products
• Other Pricing Techniques
• Global Spotlight: ‘Save Time, Save Money’: Ski by the Hour at Banff Mount Norquay
• Snapshot: Pricing at the Cherry Blossom Festival in Japan
• Strategic and Tactical Pricing
• Tourism and Hospitality Characteristics That Affect Pricing Policy
• Case Study: Safari and a Facelift: The Rise of Medical Tourism
• Chapter 7: Distribution
• Opening Vignette: Making Alliances in South Africa's Game Reserves
• The Nature and Types of Distribution Channels
• Functions of the Distribution System
• Distribution and Physical Location
• Snapshot: Travel Flows in the Ski Industry
• Marketing Intermediaries
• Snapshot: http://Weekendtrips.com
• Global Spotlight: Vocation Vacations
• Channel Conflict and Organization
• Snapshot: Expanding Overseas: Native Tribe Buys Hard Rock Café Chain
• Designing the Distribution System
• Distribution Channel Management
• Case Study: Profiting from Fun: Canadian Mountain Holidays
• Chapter 8: Marketing Communications: The Role of Advertising and Sales Promotions
• Opening Vignette: ‘What Happens in Vegas, Stays in Vegas’
• Marketing Promotion Tools
• The Communication Process
• Integrated Marketing Communications (IMC) in Tourism
• Global Spotlight: VisitBritain Leverages Pottermania
• Push and Pull Promotional Strategies
• Snapshot: Carnival Cruise's Holiday Gift Marketing Campaign
• Tourism Advertising
• Snapshot: Advertising to Tourists You Don't Want: Sex Tourism in Brazil
• Snapshot: Promoting Cheddar Caves & Gorge
• Sales Promotions
• Joint Promotions
• Case Study: Club 18–30 Growing Up
• Chapter 9: Marketing Communications: Public Relations, Personal Selling, Direct Marketing, and Word of Mouth
• Opening Vignette: Marketing the Most Spectacular Train Trip in the World
• Roles and Functions of Public Relations
• Snapshot: Kenya's Efforts to Recover from a Crisis
• Public Relations Techniques
• Snapshot: Celebrity Power at Atlantis Resort
• Personal Selling
• Snapshot: Selling Beds at The Westin Edmonton
• Direct Marketing and Direct Response Advertising
• Global Spotlight: Dennis Campbell's Postcard Campaign
• Word of Mouth
• Case Study: Puerto Rico Targets Business Travellers
• Chapter 10: Internet Marketing
• Opening Vignette: Travel Blogs
• Snapshot: The End of the Brochure as We Know It?
• The Use of the Internet in Tourism and Hospitality
• Snapshot: How to Convert Website Hits into Sales
• Global Spotlight: Shatner Still Flying: the Priceline Model
• Snapshot: Why Do Travellers Purchase Online?
• Marketing Research
• Case Study: Where the bloody hell are you? Australia ad creates ‘global online traffic jam’
• Chapter 11: Providing Service Quality Through Internal Marketing
• Opening Vignette: Beyond the Call of Duty
• The Internal Marketing Process
• Snapshot: The Airline with a Sense of Humour: WestJet Airlines
• Snapshot: Internal Marketing at Fairmont Hotels & Resorts
• Delivering Service Quality
• Measuring Service Quality
• Global Spotlight: ‘It's Our Pleasure!’ – Service Excellence at the Sheraton Suites Calgary Eau Claire
• The Behavioural Consequences of Service Quality
• Loyalty and Relationship Marketing
• Snapshot: Travel Rewards Still a Hot Ticket
• Service Recovery
• Case Study: Richard Branson: Driving Service Quality From the Top
• Chapter 12: Destination Marketing
• Opening Vignette: From Prison Cell to Tourist Attraction: Robben Island, Cape Town, South Africa
• International Attractions
• Snapshot: Targeting Turtle-lovers: Praia do Forte in Brazil
• Objectives and Benefits of Destination Marketing
• Snapshot: Singapore Gambling on the Future
• The Role of Destination Marketing Organizations (DMOs)
• Tourism Development
• Destination Branding
• Snapshot: The Incredible India Campaign
• Destination Promotion
• Marketing Events, Festivals and Conferences
• Global Spotlight: The Greatest Outdoor Show on Earth – The Calgary Stampede
• Marketing All-inclusive resorts
• Case Study: Branding New Zealand as Middle Earth
• Chapter 13: Contemporary Issues in Tourism and Hospitality Marketing
• Opening Vignette: Second Life and the Virtual Hotel
• Demographic Trends
• Behavioural Trends
• Snapshot: Torture Tourism? Visit a Gulag in Russia
• Tourism Marketing in the Experiential Economy
• Snapshot: Promoting Destinations Through Film: The Case of the Bahamas
• Responsible Marketing of Tourism
• Global Spotlight: Machu Picchu in Peru Limits Access to Tourists
• Cause-related Marketing in Tourism
• Marketing Sport and Adventure Tourism
• Snapshot: Destination Marathoners
• Marketing Tourism in Times of Crisis
• Case Study: Marketing After a Crisis: Recovering from the Tsunami in Thailand

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The magazine of Glion Institute of Higher Education

• Master tourism marketing: strategies for a thriving business

In an age where the tourism industry is constantly evolving, staying ahead of the competition and effectively marketing your tourism business has never been more crucial. Whether you’re a seasoned professional or just starting out in the field, this comprehensive guide is your passport to success. We’ll look at innovative marketing strategies tailored specifically for the tourism and hospitality industry , equipping you with the knowledge and tools to thrive in this dynamic and competitive field.

Introduction to tourism marketing strategies

Tourism marketing is aimed at potential customers from all over the world. To stand out in a crowded market, innovative strategies are crucial. Here’s what comprises effective tourism marketing:

• Understanding your audience : Tailor your approach to a range of demographics, connecting with them personally based on their preferences and interests.
• Developing a unique brand identity: Create a distinctive visual and narrative identity that encapsulates your organization’s values and essence.
• Creating engaging content: Go beyond static images, embracing blog posts, real-time social media updates, and vlogs to captivate prospects and entice them to visit.

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Understanding your target audience

Effective tourism marketing begins with a deep understanding of your target audience. To attract and engage potential visitors, it’s vital to recognize their preferences and interests. Some are attracted to cultural heritage, while others seek vibrant nightlife or culinary experiences.

To understand a range of demographics, conduct thorough consumer research to identify patterns among prospective travelers, using data from customer surveys, travel agents, and online feedback. Build detailed personas to profile typical tourists who visit or may use your travel business. These personas become the foundation for shaping campaigns.

Key considerations:

• Focus on what tourists find attractive, not what you think they find attractive
• Rely on market research and verifiable data sources for insights
• Knowing customers’ wants and needs is vital for effectively tailored campaigns
• Stay adaptable to evolving visitor behavior and trends for sustainable growth

Understanding your audience and staying attuned to changing preferences are central to destination marketing, ensuring your efforts generate maximum impact.

Developing a unique brand identity

Oscar Wong/Moment Getty Images

Developing a distinctive brand identity is vital. As you deepen your understanding of what marketing is in tourism, you will realize how important it is for your destination or attraction to have its own niche.

Uniqueness: make your destination stand out

Think about the irresistible attractions your destination offers. Perhaps it’s culturally rich heritage steeped in history or maybe it’s rainforest and its wildlife. When you’re embarking on promoting travel to your location, make sure these distinguishing features are highlighted by using them as hooks in your tourism marketing strategies. The idea is to conjure up an image so potent that travelers instantly recognize it.

Relevance: aligning factors that attract tourists

One area where many falter is not aligning their offerings with market demands. Even if you can offer Northern Lights viewing spots in Norway, this won’t resonate with tourists if it doesn’t address their specific needs and interests. This is where consumer research in tourism comes in handy.

Consistency: keeping the promise

Once you’ve developed your unique brand identity and aligned it with what attracts tourists, make sure all marketing touchpoints — digital or offline — feature consistent messaging. Of course, varying content types necessitate a tweak in style, but the core substance should remain stable across all platforms.

Leveraging local listings

Local listings, like Google My Business and Tripadvisor, are vital for tourism marketing. They provide essential information and reviews to travelers. To maximize their potential:

• Claim your business listing on popular platforms
• Ensure consistent data across all platforms
• Encourage customer reviews and respond promptly
• Continuously analyze visitor feedback for optimization

Utilizing these platforms builds legitimacy and trust, as online reviews can play a significant role in travelers’ decision-making.

Creating compelling content

Engaging content is a powerful strategy in tourism marketing. It resonates with emotions, tells captivating stories, and showcases your destination creatively. Here are three ways engaging content can enhance your strategies:

• Storytelling: Share local legends and anecdotes to add depth to your destination’s persona, appealing to tourists’ emotions and curiosity.
• Visual content: Use high-quality images and enticing descriptions to showcase your destination’s attractions, and stimulate the interest of potential tourists.
• Interactive content: Offer virtual tours or quizzes to engage audiences at an experiential level, increasing their curiosity and perception of your destination.

Authenticity is essential in content creation, as it builds credibility in tourism marketing.

Engaging with social media platforms

In today’s digital world, social media is essential in tourism marketing. Different platforms cater to various demographics and interests, so you need to carefully tailor your social media posts to your target markets on each channel. Here are some key points to consider:

• Tailored content: Create content suitable for each platform, such as stunning images on Instagram and engaging travel stories on X (Twitter).
• Two-way interaction: Respond promptly to reviews and comments on social media, building loyalty among customers. You can also encourage user-generated content about your business, nearby tourist attractions, or about the customer service they experienced.
• Influencer collaboration: Partner with social media influencers to promote your destination to their followers.
• Hashtag movements and contests : Participate in trending hashtag movements and initiate contests or games related to destinations to boost visibility and generate positive publicity.

By understanding the unique features and demographics of each social media platform, you can meet travelers where they spend time and enhance your tourism marketing strategies.

Paid social media advertising

Paid social media advertisements are also important for any modern tourism company. They can be targeted to deliver messages to specific demographics. To make the most of social media advertising, here are a few key considerations:

• Identify your key demographics – know who you want to reach.
• Set clear objectives – understand what return on investment looks like.
• Develop engaging ad creatives – images or videos that represent what is being marketed.
• Monitor results frequently – adjust where necessary.

Sending email newsletters

Among the various tourism marketing strategies, email has emerged as an enduring tactic. Don’t underestimate the efficacy of a well-crafted email newsletter, as it stands at the intersection of providing information and subtle promotion.

Here’s a peek into how you can engage prospective travelers through strategic email newsletters.

• Schedule regularly : Choose a frequency – weekly, bi-weekly, or monthly – that aligns with your offerings and can be consistent. This gives subscribers something to look forward to while keeping your brand on their minds.
• Personalize communications : To make each subscriber feel acknowledged, use advanced CRM tools for personalization and tailored offerings based on previous interactions or noted preferences.
• Showcase compelling stories : Emotionally charged narratives about real guest experiences can stir interest and spark the imagination.
• Promote upcoming attractions : Give dormant clients reasons to reactivate by featuring must-see events or unbeatable seasonal deals.
• Incorporate reviews and testimonials : Customer reviews paint a convincing picture of what awaits future tourists. Their first-hand accounts — featuring praise or constructive feedback — can often build trust more effectively than promotional text.

Displaying online banners

An effective strategy in mastering tourism marketing involves harnessing the power of online banners. Banner advertising, a form of digital outreach, helps create awareness about your destination and may catch a potential tourist’s eye.

Here’s how best to take advantage of this potent bit of marketing strategy in tourism:

• Design with purpose : Creating compelling banner designs requires an understanding of what attracts tourists. Your banners must effectively communicate the unique appeal of the location you’re promoting. Does it offer historical and cultural significance? Is its natural scenery superb, or does it provide high-end luxury experiences?
• Location, location, location : Destination tourism is all about presenting prospective visitors with an irresistible locale they’d love to explore. Online banners should be strategically displayed on websites that your target audience visits, such as travel blogs or holiday booking sites.
• Clear call-to-action (CTA) : The most successful online banners have a clear CTA that prompts visitors to learn more or make bookings. This simple yet assertive instruction can enhance user engagement and increase bookings substantially.
• Mobile-friendly designs : Given our world has become increasingly mobile-centric, ensuring your online banners are optimized for mobile viewing is non-negotiable. This will also help make sure your mobile websites or advertisements are seen in search engines.

Offline promotional activities

Online marketing is powerful, but don’t overlook offline strategies. Traditional tourism marketing methods remain effective for personal connections with your audience.

Explore event sponsorships and collaborations at local events to showcase your brand. Print materials like brochures and flyers provide valuable tourism information and visibility in target areas. Roadshows educate potential customers in various locations, stirring interest. Utilize television and radio ads for wide-reaching awareness.

Tailor these techniques to your unique business needs while maintaining consistency across online and offline platforms.

Contextual advertising and SEO

Contextual advertising leverages relevance to attract tourists effectively. By placing your ads within content that aligns with travelers’ interests, you capture their attention when their tourism curiosity is at its peak. This targeted approach can lead you to your ideal customer base.

Search engine optimization (SEO) helps people find you in a sea of competitors when they go searching for what you offer online. Honing your site’s SEO capabilities can increase the likelihood of appearing in search results, so potential tourists can move toward becoming actual visitors.

Using promotional videos

In the quest to implement effective tourism marketing strategies, don’t overlook promotional videos. This type of content can effectively portray what attracts tourists to a particular location, destination, or service.

The power of promoting travel through video

Visual storytelling is compelling and engaging by nature. It can transport viewers directly into your destination’s most appealing spots. When considering marketing attractions or marketing a destination, creating videos that convey what is unique about your tourist spot can significantly boost your campaign.

How videos enhance tourism marketing strategies

• Showcase scenic views: Highlight the incredible views from the highest peak or show underwater adventures featuring vibrant marine life. Let viewers feel as if they’re already on an extraordinary journey.
• Provide local insight: Film a local tour guide telling stories about a historic castle or local attraction that you won’t find easily in travel pamphlets.
• Highlight experiences: Use this chance to display exhilarating possibilities like zip lining over lush forests, relaxing at a secluded beach, or sampling delicacies at markets

Try and ensure the video depictions will match expectations when tourists arrive.

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Key considerations

Successful application of promotional videos as part of tourism marketing strategies hinges on factors such as:

• Solid marketing plans
• Quality production
• Meaningful narratives that highlight customer experience
• Resonating with your ideal customers
• Optimization for viewing on different devices
• Keeping up to date with tourism marketing trends

Mastering tourism marketing strategies is instrumental in developing a tourism marketing plan. They are also instrumental for sustaining the growth of a destination tourism business and ensuring success in a tourism or hospitality career .

Social media platforms offer many opportunities for promoting travel adventures and facets of the tourism business, from sharing compelling imagery to sharing delightful experiences, or even connecting personally with potential patrons. Get started on the journey to becoming a tourism marketing professional with a hospitality degree from Glion. Or read more about the tourism and hospitality industry in the new normal .

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Hospitality and Tourism Marketing Strategy: Marketing Hotels 101

Everyone in the hospitality industry understands that you can’t succeed without good marketing.

However, many also know that developing a marketing strategy for the hospitality industry isn’t easy.

What should you include in your marketing efforts? How much of a budget do you need? These are all questions that plague the mind of any marketer. But worry no longer; this guide is here to help you get started on getting your business out there.

In this article, we’ll explain the use of marketing strategies in hospitality and tourism. You’ll find a bit of everything here, from using SEO to increase direct bookings and PPC for increased visibility to customer loyalty programs.

Note: This article will focus on constructing hotel marketing strategies, but many of these tips are applicable to any of the sectors of the hospitality and tourism industry.

Top Tips for Marketing in Hospitality Industry

Here are the main things to keep in mind when creating and carrying out a marketing strategy for the hospitality industry.

Understand Your Target Audience

Any successful marketing campaign starts with understanding your target audience. This is especially true for marketing hospitality and tourism businesses, as there are a wide variety of potential customers with different needs and expectations.

The first step is to segment your market into different groups based on factors such as age, gender, location, and interests. Once you’ve done this, you can start to develop targeted marketing campaigns that speak directly to each group.

For example, if you’re targeting young professional travellers, you might focus on the unique amenities and experiences your hotel offers. On the other hand, if you’re targeting families, you might focus on your hotel’s convenient location and kid-friendly facilities. By carefully tailoring your marketing to your target audience, you can maximise your chances of success in the hospitality industry.

Register the Hotel on Google

The first step in marketing in hospitality and tourism is to make sure your company shows up on Google. After all, that’s where most people go when they’re looking for accommodations. Fortunately, it’s easy and free to register your hotel on Google My Business (GMB).

You’ll just need to add a little bit of information about your hotel, such as its name and address. You’ll also be asked to verify your listing by phone or postcard. Ensure that your address, name, and contact details are accurate on all platforms, as distrust can arise from inconsistencies in these details.

Once your listing is created, you can add photos, descriptions, and other helpful information. Be sure to include keyword-rich content so that your hotel comes up in relevant searches. Afterwards, you can use the listing to respond to reviews and answer any questions guests may have.

By taking these steps, you can ensure that your hotel appears on Google and gets in front of potential guests. This is all without even creating a website.

Create a Fantastic Website

While a GMB listing doesn’t require a website, you can’t do marketing for tourism and hospitality without a website. Without one, your revenue is solely reliant on Google, and that’s not a good idea, as other listings can usurp yours.

A beautiful and functional website is the best way to make a good first impression. And in today’s day and age, potential customers turn to the internet whenever they need something. That’s why it’s essential to have a website that accurately reflects your brand and what you have to offer.

A well-designed website can help you attract new customers and stand out from the competition — something you need to do as GMB listings look relatively the same. It can also be used to keep existing customers informed about your latest news and special offers.

Furthermore, you’ll need to ensure that the website is optimised for mobile as a huge chunk of people browsing the internet do so from their smartphones.

Have a Blog

While your website is important for sourcing bookings and acquiring customers, you shouldn’t limit it to just that. You should have a dedicated blog section while marketing for hospitality and tourism.

There aren’t many ways better than blogging to share your knowledge and experience with the world. Most people think of individuals when they hear the word “blog”. However, an active blog is crucial for any hospitality business.

For starters, a blog is a fantastic way to promote your hotel, albeit subtly. If you own a hotel, for example, you can use your blog to share insider tips on the best activities in your area. You can then mention your hotel in a “by the way” manner without being too direct on the promotion.

Furthermore, a blog gives you a way to show off your personality. When you write a blog post, you have an opportunity to let your voice shine through. In addition, because blogs are usually fairly informal, readers will get to feel a bit of a connection with the hotel. This can help build trust and rapport with potential guests.

In addition, by creating informative and engaging content, you can give potential customers a preview of what awaits them. Plus, you can make extra money from blogging , which can help in running the hotel.

Invest in SEO

Getting listed on GMB, creating a fantastic website, and producing engaging content is key to creating effective marketing strategies for hotels. However, these can all be for nought if you aren’t visible online.

That’s where search engine optimization (SEO) comes in. By optimising your website and online listings for relevant keywords, you can help ensure that potential guests will find your property when they’re searching for a place to stay.

And once they’ve found you, it’s important to keep them engaged with fresh content, special offers, and photos that show off your property in its best light. By investing in hotel SEO , you can help make sure that your hospitality business is successful both online and offline.

Optimising your site for Google is a time-consuming process, but it eventually pays off. SEO is based on three core pillars, which are on-page SEO, off-page SEO, and technical SEO.

Tip: We have a full guide on how to do SEO for travel websites that expands on the below.

On-Page SEO

On-page SEO refers to the process of optimising a website for search engines, with the goal being getting more traffic from ranking higher in SERPs. The term “on-page” refers to all the factors that you can control on your own website, as opposed to off-page SEO factors, which are external to your website.

Because on-page SEO is under your control, it’s an important part of any effective SEO and marketing strategy. To optimise your website for on-page SEO, start by ensuring that all your content is high-quality and keyword-rich.

Then, focus on optimising your website’s title tags, meta descriptions, header tags, and images. By taking these steps, you’ll be well on your way to earning higher traffic levels and improving your site’s visibility in Google searches.

Off-Page SEO

Off-page SEO refers to all of the activities that you can do outside of your website to help improve your search engine rankings. This can include things like link building, influencer marketing, PR, and the like.

While on-page SEO focuses on optimising your website itself, off-page SEO helps to promote your site and build authority with search engines. One of the most important aspects of off-page SEO is link building. This refers to the process of acquiring links from high-quality websites.

Search engines use links as a signal of trust, so acquiring links from reputable sites can help to improve your rankings.

Technical SEO

Technical SEO is the practice of optimising a website for Google’s search algorithm. It’s a part of SEO that focuses on the infrastructure of your site rather than the content.

Technical SEO includes optimising your site’s code, structure, and tags to make your site more visible to search engines. It also involves making your site faster and easier to navigate. Technical SEO is important because it helps Google understand what your site is about and how to index your content.

Do Some PPC

In a highly competitive industry like hospitality, SEO alone usually isn’t enough. That’s why you have to include pay-per-click (PPC) advertising in your marketing strategy.

PPC is a type of advertising that allows businesses to only pay when someone actually clicks on their ad. That means that businesses only have to pay when they are getting results. Successful hotel PPC management is largely dependent on outbidding your competitors.

It’s a particularly important part of a hotel advertising strategy for brand-new websites. It’s common that despite their best efforts, newer sites can’t get to the top of search engine results pages (SERPs) ahead of more established brands. If you outbid and outperform your competitors, your hotel will be the first thing searchers see.

Take Advantage of Social Media

Hospitality businesses rely on word-of-mouth to attract new customers and build brand loyalty. In the past, this meant relying on customers to tell their friends and family about their positive experiences.

However, social media has changed the game by giving customers a megaphone to share their experiences with a much wider audience. What is the size of the audience? At least four billion , with this figure expected to reach nearly 6 billion by 2027. As such, you must be visible and leverage these platforms as best as you can.

A single positive review on a platform like Facebook can reach hundreds or even thousands of potential customers, and it only takes a few seconds to write. Conversely, a negative review can do serious damage to a hospitality business, so it’s important to monitor social media channels and address any negative feedback quickly.

So, you can use social media marketing for hotels to connect and build relationships with customers. Additionally, social media can be used to tell your story and promote special events and deals that can drive traffic and revenue.

Use Email Marketing

In addition to traffic from internet searches and social media reach, email marketing is an aspect you can’t overlook when marketing in tourism. But why is it important?

First of all, it helps to build relationships with guests. By sending regular emails, businesses can stay in touch with guests and offer them special deals and promotions. Email marketing can also be used to generate repeat business. By sending emails with special offers and discounts, businesses can encourage guests to come back and book again.

Furthermore, email marketing is a great way to collect feedback from guests. By asking for feedback in an email, businesses can get valuable insight into what guests liked and didn’t like about their stay.

Finally, email marketing is a cost-effective way to reach a large audience. With email, businesses can reach a wide audience without having to spend a lot of money on advertising.

Get Listed on OTAs

Obviously, direct bookings are king — no one can dispute that. However, your hotel’s success will be limited if you rely solely on yourself to acquire customers. This is why getting listed on online travel agencies is critical.

If you didn’t know, OTAs are companies that list a variety of hotels or service providers in one place. The most popular ones include Booking.com, Expedia, Trivago, and the like. Just keep in mind that some are more well-known than others in specific regions.

Consider that around two out of three travellers use OTAs to research at least one part of their travels, including accommodation; can you see what you’re potentially losing out on?

Include Video in Your Marketing Strategy

Video content has won the hearts of billions across the world, so it makes sense for you to include it in your own marketing strategy. Best of all, you can use your videos on various marketing channels.

Video allows you to give potential customers a taste of what your business has to offer, and it can be a powerful tool for driving bookings. There are a few things to keep in mind when using video for marketing in the hospitality industry.

First, make sure your video is high quality and provides a realistic portrayal of your business. Secondly, keep it short and sweet — no one wants to watch a long, advertorial-style video. Finally, make sure your video is optimised for mobile viewing, as more and more people are watching videos on their smartphones.

Build a Customer Loyalty Program

The hospitality industry is all about creating lasting relationships with customers. After all, it’s much easier to sell to an existing customer than to find a new one.

That’s why customer loyalty programs are so important in the hospitality industry. These help to create a sense of community and encourage customers to keep coming back. By offering exclusive discounts and perks, loyalty programs make customers feel valued and appreciated.

And when customers feel valued, they’re much more likely to continue doing business with a company. Furthermore, they’re very likely to promote you to their friends, families, and acquaintances through word-of-mouth.

Final Thoughts on Tourism and Hospitality Marketing

As you can see, the hospitality industry has a ton that goes into marketing. From using social media and video to connect with customers to getting listed on OTAs and having a website for increased reach, there’s plenty you can do to grow your business.

By employing some or all of these marketing strategies, you’ll be sure to stay ahead of the curve and have a thriving business in the hospitality industry. So what are you waiting for? Start working on your killer marketing strategy today!

And if you need assistance, contact us today for a consult session on strategy and more.

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International Journal of Contemporary Hospitality Management

ISSN : 0959-6119

Article publication date: 1 October 2006

Experiential marketing is arguably marketing's most contemporary orientation, but as with many marketing innovations it has been largely overlooked by those involved in tourism and hospitality marketing and promotion. Whilst in many industries companies have moved away from traditional features and benefits approaches, to putting experiential marketing centre‐stage, marketing in the tourism and hospitality sectors does not appear to have explicitly engaged the theoretical issues involved. This raises the question what, if anything, does experiential marketing have to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek to introduce the experiential marketing debate and demonstrate how the questions raised by the concept are critical to an understanding of marketing theory and research within the tourism and hospitality sectors.

Design/methodology/approach

Following the authors previous publications which sought to investigate alternative paradigms for studying hospitality consumers, this research attempts to consider the practical applications of one such model.

The tourism and hospitality sectors cannot be seen to be immune to fundamental changes in the orientation of marketing. Innovative experience design will become an increasingly important component of tourism and hospitality firms core capabilities. Those who go beyond service excellence, and market experientially will lead the creation of value in the sector.

Originality/value

Provides a framework as to how organisations might usefully implement an experiential marketing strategy.

• Hospitality management
• Postmodernism
• Consumer behaviour

Williams, A. (2006), "Tourism and hospitality marketing: fantasy, feeling and fun", International Journal of Contemporary Hospitality Management , Vol. 18 No. 6, pp. 482-495. https://doi.org/10.1108/09596110610681520

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Tourism and Hospitality Marketing Research

• First Online: 09 May 2021

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This chapter looks at the role of marketing research in tourism and hospitality marketing. It begins with a discussion of the importance of research to the tourism and hospitality marketer. The chapter then provides a definition of marketing research, and an explanation of the differences between marketing research and market research. Further, it discusses the reasons for doing marketing research and outlines different types of marketing research commonly used in tourism. The chapter then discusses the stages of the marketing research process. The chapter concludes with an analysis of the marketing research activities carried out by E ast Coast Rentals , a small car-rental company based in Australia.

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Hospitality and Tourism Week set for Sept. 16-20

The University of South Carolina's School of Hospitality and Tourism Management is hosting its inaugural Hospitality and Tourism Week over Sept. 16-20, with events scheduled each day for students, faculty and staff.

It all starts Tuesday with a special lecture from Professor of Practice Tom Mullkin entitled "Why Ecotourism Matters: A Guide to Saving the Planet." The lecture is set for 3-4 p.m. in Close-Hipp Room 002. All HRSM students, faculty and staff are welcome.

Wednesday brings a chance for students to meet employers from the hospitality and tourism industry to discuss potential internships and jobs. The Hospitality and Tourism Week Career Fair will take place in the University Conference Center on the 8th floor of Close-Hipp from 2-5 p.m.

On Thursday, the focus turns to the rapidly-growing world of beverage management. Experts from E&J Gallo, Counter Culture Coffee, Republic National Distributing Company (RNDC) and more will gather for a panel discussion on the topic of "Crafting Your Future: Careers in the Beverage Industry." That will start at 4:25 p.m. in the Corner Suite on the 1st floor of Close-Hipp.

Friday, the last day of Hospitality and Tourism Week coincides with the first day of USC Family Weekend! Families of hospitality management and tourism management students are invited to join us from 10:30 a.m. - noon for "Class in Session," a chance to get a taste of a day in the life of the students. Professors will cover a variety of topics including event management, club management, hotel management and restaurant management. Class ends with a complimentary beverage*, brewed by School of Hospitality and Tourism Management students.

 *Free for all hospitality and tourism majors and their families. Carolina Card required. Must be 21+ to sample the beer, with a valid ID.

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ABHTA Hospitality Job Fair 2024 Job Seeker Registration

The event will take place on Friday September 27, 2024 , at the Multipurpose Exhibition and Cultural Centre from 9:00 am – 4:00 pm .

Register today as a job seeker and connect with potential employers in the hospitality industry.

Registration closes on Monday, September 16th.

Please ensure that you register only once to avoid any scheduling interview conflicts.

However, if we reach the maximum number of registrations before this date, registration may close earlier. This is a first-come, first-served registration process.

Don’t miss this opportunity to advance your career—sign up now!

Antigua Barbuda Hotels & Tourism Association

PO Box 454, Island House, Newgate Street, St. John’s, Antigua Phone: (268) 462 0374 / 462 3703 Fax: (268) 462 3702 E-Mail: [email protected]

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