Digital Marketing In Hospitality & Tourism

Digital marketing is consistently changing, and the Internet has radically altered the way information is shared. As marketers, we face new tools, platforms, and technologies each year. Change can be difficult, but it’s important to under the main trends that will shape the digital marketing landscape for the year.

Seamless Customer Experience

A seamless experience for a consumer is critical. Marketers will begin using integrated tools, which can track the customer’s journey and give them the ability to engage with the consumer online.

The key is to remember that you don’t want to bombard the consumer with information. Instead make it easy to measure sentiment and loyalty, plus match the behavior with outreach tailored to the consumer’s wants and needs.

Ad-Blockers – Who Will See My Ads?

We’ve heard it for a while now that consumers are sick of “in your face marketing.” The debate could go on about the presence of ad blockers.

What is important to remember is the relevancy of your ad and who is being served the ad. Remembering the consumer and targeting accordingly.

Will Gain More Recognition

Social Media must be part of every digital marketing budget. It needs to tie in with all other means of marketing including your website and email campaigns.

There is such a huge audience to reach on each social platform, and if your brand isn’t taking advantage of that, then you are missing the mark. Social Media has many new capabilities for targeting to the right audience, generating clicks to a website and creating overall brand awareness.

Content, Content, Content

Digital Marketing In Hospitality & Tourism

Every year content marketing makes the list for digital marketing trends. This year is no different. Natural and relevant content is going to create more organic reach than ever before. Now is the time to tell your story about the brand through blogs, website content, and social media. Remember that consumers love to be able to relate, so think in their shoes when putting together a strategy.

Video Is The Key

Video is everywhere, and it’s the best way to engage with millennials. Facebook live streaming, Periscope, Snapchat, and YouTube are on the rise now more than ever. Millennials prefer to watch video on these platforms more so than on television. It’s time to take video to the next level and allow video streaming to be at the top of your digital marketing plan in 2017.

Facebook Custom Audiences

It’s hard to identify a good target audience for your product on Facebook, and even when you do, you can never really predict how well any given ad will do. Instead of blasting your ad to a huge geographic area, you should definitely try custom audiences.

A custom audience is a small and defined group of users you can use as the target of your Facebook ads.The easiest way to build this is to use your email list. If people have already opted into reading your email newsletter, they will probably be more receptive to whatever it is you’re selling.

Another way you can hone in on people who might be interested is to build your audience using a re targeting pixel. That way, you can only target people who have visited your site. It’s a great way to convince people who might be on the fence about your product or service.

When you take a look around a room, nearly everyone is on their Smartphone. This is expected to increase even more in 2017 and dominate over a desktop. Marketers have to think mobile first when it comes to every channel of digital marketing.The numbers of people browsing on mobile passed desktop users a long time ago, and this statistic shouldn’t be ignored. This mean mobile and responsive websites, plus mobile targeted campaigns.

Digital Marketing In Hospitality & Tourism

New optimization strategies

In the past, most online marketing strategies have relied on search engine optimization (SEO) and pay-per-click (PPC) advertising. Now, digital assistants such as Siri and Cortana can be optimized to answer consumers’ questions. In 2017, more and more business owners will be looking to ensure their business details can be easily found via virtual assistant rather than simply listing the information on the web.

The emergence of virtual reality

New Digital Marketing Trends 2016 !

Dozens of virtual reality devices are scheduled to launch in the next couple years. Oculus Rift, the highly anticipated virtual reality head-mounted display headset slated to launch within the first quarter of 2016. The popularity of Oculus Rift and other such VR devices will usher in an entirely new form of online advertising that connects popular social media platforms, video channels and even direct messaging.

The adoption of wearable technology

Wearables will continue to gain momentum in 2017. The Apple Watch, a first generation smartwatch, was released this year. Internationally, consumer uptake of wearables is expected to grow 35 percent per year between 2016 and 2019, which will have a large impact on marketing strategies. Wearables also require online marketers to think about how to best provide “on-the-go” information, as well as create content that is easily searchable via voice commands.

Snapchat

Digital Marketing In Hospitality & Tourism

Snapchat took the social media world by storm. It was embraced by the digitally savvy users and thousands, more like millions of photos, videos and drawings are sent monthly. It was a ‘given’ that brands and businesses would start embracing the app as well.

Very few brands have used Snapchat as a marketing medium, but in 2017 you won’t be able to ignore it. The hook is the time limit to content and the expiration date. You can create integrated marketing campaigns that offer exclusive content to the younger generation, which is quite difficult to do.

Create teasers for upcoming products/services either with photos or videos that only exist for a few seconds. This creates an exclusivity to your campaigns, which users love.

Advertise to users through Instagram

Digital Marketing In Hospitality & Tourism

Instagram took a need and turned it into a super successful business. Instagram has recently been offering paid advertising opportunities through selected developer partners such as Ampush, Brand Networks, 4C, Kenshoo, Nanigans, Salesforce Marketing Cloud, SocialCode and Unified. For now it is not yet available to everyone, but in 2016 Instagram ads will be available to all advertisers. I suggest your start preparing now.

Get those creative juices flowing and start thinking of ways how you can promote whatever you are selling through Instagram. You can either create a carousal ad that allows you to produce multi-page ads or create 30 second video ads.

Let consumers be the marketers of your brand

If your buddy tells you how awesome this new product is he bought, then you will 95% of the time believe him. You might want to try it yourself, because your friend tried it. Marketers should use that exact phenomenon to their advantage.

Brands should use and share their customers’ experiences as content. Let your target audience market your brand for you and use platforms such as Youtube, Pinterest, Instagram, Meerkat and Periscope as your marketing channels.

The goodness of Content Remarketing

Many marketers would agree that content marketing works. We have all been writing blogs, e books, white papers and other content. The trick is how do you recapture viewers that went on your site, read your content, but did not fill in a form to become a lead? This is where content re marketing steps in.

Major Components for Hospitality Industry

Digital Marketing In Hospitality & Tourism

WEBSITE

EMAIL

SEARCH ENGINE MARKETING

CONTENT

VIDEOS

Based on recent research, “64% of website visitors are more likely to buy a product after watching a video”

SOCIAL MEDIA MARKETING

VIRTUAL REALITY

INFLUENCE MARKETING

  • Podcasters
  • Bloggers
  • Video bloggers (vloggers)

DEEPER ANALYTICS / NFC

STRENGTH YOUR LOCAL PROFILE

Digital Marketing In Hospitality & Tourism

E - COMMERCE

The hospitality industry quickly learned that the internet is a valuable tool. No longer are the days when customers call to make reservations over the phone. Most people book reservations from their smartphone or computer, and use multiple websites when making purchases. E-commerce is the buying and selling of products and services over the internet. Due to the increase in technology use, the hospitality industry has embraced e-commerce. Most hospitality businesses have an entire department devoted just to e-commerce. Since there are so many websites that travelers can use when planning a trip, businesses need to be aware of all the options in order to capitalize on bookings.

For Instance : Peggy is getting ready to book her vacation to Hawaii for next summer. She starts doing research on airfare, hotel accommodations, restaurants, and activities to do while she is there. She utilizes the internet in order to search for each of these items for her trip and then eventually books everything online.

Why is hotel e-commerce so important today?

  • The Internet is the lowest cost hotel-booking channel.
  • Most travelers research hotel reservations on the Internet.
  • Social media and online hotel reviews are an increasingly important decision factor.

Statistics indicate that travel agents handle 80-85% of vacation packaging.Buying tickets online via airlines will continue to dominate the travel market. A major challenge for airlines company, other suppliers and travel agencies is to encourage customers to do the online booking for their travel packages.

DIFFERENT MARKETING PLATFORMS :

Digital Marketing In Hospitality & Tourism
  • Trivago.in
  • Booking.com
  • Makemytrip.com
  • Yatra.com
  • Goibibo.com
  • Cleartrip.com
  • Expedia.com
  • Oyorooms.com
  • Quinchy.com

Key Opportunities I Would Suggest

  1. SnapChat
  2. LinkedIn
  3. NFC - Near Fields Communication
  4. Virtual Reality - Oculus Rift, VR Gear.

Some Facts And Figures

Created By Sahil Batra

REFERENCES

  • https://www.ikf.co.in/blog/top-digital-marketing-trends-for-hospitality-industry/
  • https://fullychargedmedia.com/digital-marketing/tourism-hospitality-hotel-marketing/
  • https://www.digitaldoughnut.com/articles/2014/august/e-marketing-in-the-hospitality-industry
  • http://www.business2community.com/digital-marketing/12-components-of-a-digital-marketing-strategy-01264922#KEfspk8PeEqxASVb.97
  • https://www.linkedin.com/pulse/20140711182551-25743264-e-commerce-for-the-tourism-and-hospitality-industry
  • http://study.com/academy/lesson/e-commerce-in-the-hospitality-industry.html
  • https://blog.cvent.com/hospitality/sales-marketing/top-2016-hotel-digital-marketing-trends/
  • https://www.webpagefx.com/internet-marketing/internet-marketing-strategies-hotels.html
  • http://www.hetras.com/blog/allgemein-en/7-digital-marketing-tips-to-differentiate-your-hotel-online/langen
  • http://blog.milestoneinternet.com/digital-marketing-analytics/2015-top-digital-marketing-trends-infographic-recap/
  • https://blog.cvent.com/hospitality/sales-marketing/top-2016-hotel-digital-marketing-trends/
  • http://www.guestcentric.com/defining-a-hotel-digital-marketing-strategy/
  • https://www.webpagefx.com/internet-marketing/internet-marketing-strategies-hotels.html
  • http://www.travelbizmonitor.com/images/India_Online_Travel_Industry.pdf
Created By
Sahil Batra
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