Hotel Marketing Trends for 201921st September 2018
As one of the leading hotel management companies in the UK, we at Michels & Taylor ensure that the hotels in our portfolio are ready to adapt to the ever-evolving marketing trends.
Marketing trends are progressing, sometimes faster that we think. We sat down with our Marketing team to analyse three of the most current hotel marketing trends for the upcoming year and to share how our properties can adapt to these developments.
Voice Search is here to stay
Voice Search is gaining popularity. Apple’s Siri launched in the UK in 2011, and before long Amazon’s Alexa arrived in September 2016. Google’s Voice Search took to the market in April 2017, so it is safe to say that these voice search tools are influencing and changing the way people look for information online. Search queries are becoming more conversational instead of short keywords – a prime example of this would be “Where can I find a hotel in London?” vs “hotels in London”. This points out the necessity for bidding on long-tail keywords when it comes to your paid advertising. Although they are less competitive, long-tail keywords show a higher user intent in the sales funnel with people closer to buying than speculating.
Since the Hummingbird update, Google’s approach to visitors is highly semantic as it understands search queries and context more effectively than before. By focusing on user’s intent, it is able to deliver better search results. Your website content should be focused on your customers and their journey and be written in a casual tone. The update also helped with local searches “near me”, which represent a high part of the voice search queries. Ensure you add all the necessary information on your Google my Business page to increase your visibility.
Chat Box / Automation
Artificial Intelligence is a widespread topic and vital tool that can come in the form of an automatic chat box. Although what we say next may sound contradictory, chat boxes can give a more human touch to your website; by starting a conversation with your online visitor as soon as they get to a page, they show an attentive and proactive side to your business. Because they function 24/7, chat boxes allow online visitors to get in touch at all times, facilitating the customer journey and ensuring that they feel valued. Using a natural tone, they make it easy to engage in a conversation and gain the trust of a potential future lead. Some of the limits of chat boxes include a wider understanding of the business, the customer journey and more intricate questions which require expert answers.
Live & Video Marketing
Video marketing is bigger than ever before, thanks to YouTube, Instagram stories and InstaTV. Human attention span has considerably dropped (8 seconds according to a Microsoft study) and making short and engaging videos is the main objective for businesses if they want to convert leads into future buyers. Personalized videos are the next step towards customer appreciation and leaving a long-lasting brand impression. Another option is Live video. Of the moment broadcast showcases authenticity and trust, which is essential for leads to buy into a brand. Making your customers feel valued by providing them with honest and non-edited content will prove to be the best strategy to start a relationship of trust.
“It is highly important for our hotels to keep up-to-date with all the evolutions of marketing and technology, however fast they are developing. Being able to adapt and grow with the trends allow hotels to build their reputation as flexible and adaptable to the market and its customers.”
Nicole Feldman, Head of Marketing