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6 tips to switch Hotels Digital Marketing from passive to active


One of the biggest problems between Hotels and their guests is the Technological generation gap among them, guests are aware about all technological changes in real time no matters if we are talking about SEO, OTAs or simply social networks and co., Hotels on their side often are monumentally still into early 2000s practices not really ready to embrace new opportunities. Here there are 6 simple tips for all of those Hoteliers that would like to give a radical update to their Digital marketing Strategy:


Website-Centric strategy for Hotels1. Be Website-Centric

The Website is your online Facade, the centre of your online presence. Sadly too often Hotels use OTAs or Facebook Pages as their main channel… So, how to improve your website and optimize it to reach the goal?

  • The website should represent your hotel/brand both graphically and conceptually
  • Content is King, develop unique texts that represent your hotel’s model and philosophy
  • A great on site Booking platform is essential, some platforms like for example Xcaliber are very dynamic solutions build all around the specific needs of the hotel. OTAs are important, but your own booking system should be more.
  • SEO, SEM and PR Online: Build constantly relationships online, think always on the long period.

2. Return on Engagement(ROE) = Return on Investment(ROI)

Get your guests, or potential ones, engaged with your hotels is one of the most challenging parts of your Online Marketing Journey, so how to keep in touch or attract guests within the hotel’s online system?

  • Social Media Platforms such as Facebook, Twitter and Pinterest are awesome channels of communication and visibility, the key is to develop innovative strategies and being active, that will require a lot of efforts and of course a dedicated customer service representative.
  • Email Marketing is also one of the best solutions, well… maybe the best, to keep in touch with your guests, Design + Interesting contents/Promotions are the Engagement factors.
  • Advertising on AdWords or similar platforms could be inexpensive and easy solutions to drive new potential guests directly to your website.
  • Tripadvisor became the most popular website for travellers, every Hotel should be active on that as well.
  • Be sure to be fundable on local geolocated searches as Google Maps and similar services.

3. Default VIP standards for all

No matters to who or within which platform, the way your hotel communicate online should always be outstanding and professional, treat every Guest or potential guest online as a VIP .

4. In House Solutions

Nowadays a hotel should provide by default a decent level of technological services as free wifi or in room docks, but what could be innovated?

  • PPV and old school on demand movies systems are not charming solutions anymore, new services of Movies streaming like Netflix or Hulu, online tv, Internet radio if applied to the in room entertainment can improve the guest experience to a like-at-home standard.
  • Play with promotions and geo-located check-ins on social platforms like Foursquare, good Gamification is fun!
  • Reward your guests with coupons and promo code

5. A close eye on your competitors

This is a role play game, act to be engaged with your competitors online, subscribe to their newsletters, follow them on social platforms, see how they move and how you can do better.

6. Statistics = Feedbacks

The last tip is strictly analytical, no matters if things are going good or not but your online statistics are the most powerful status feedbacks that you can actually have. Learn how to contextualize Google Analytics reports, you will then understand the path to choose, the ones to avoid, what to keep and what to change.


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