With 2019 but a whisker away, it’s time for every savvy hotelier to start thinking about their marketing plans for the new year.
Marketing trends are advancing as quickly as the technology that powers them, but that doesn’t give you an excuse to lag behind if you operate a busy independent hotel.
To make your job a little easier, we’ve picked out three of the most important marketing trends you need to be aware of if you want to make a success of 2019.
1. Video marketing
Video has always been a powerful form of marketing, but the ability to create amazing content of this kind (be it pre-recorded or live) has never been so accessible, regardless of the size of your business or its marketing budget.
It’s not as though you can blame a lack of time for the absence of video in your hotel’s marketing plans, either. If you’ve got a modern smartphone, it’ll be capable of recording full HD video instantly and will even provide you with the tools needed to edit and share it for the entire world to see.
If you can’t afford the services of a professional videographer or video marketing agency, why not start shooting some footage yourself of what goes on behind-the-scenes?
2. AI-powered chatbots
If you’ve recently engaged with a business online via text chat, you may well have interacted with a piece of software designed to mimic human responses.
Were you tricked into thinking it was a human? If so, don’t feel as though you’ve been fooled; chatbots are brilliant ways for brands to offer an efficient and genuinely helpful service by relying on technology that isn’t designed to replace its human counterparts, but merely compliment them.
It’s likely that OTAs are investing significantly in this area, which is understandable, but while it might feel like a sledgehammer approach for your independent property, there are some compelling reasons you might want to look at using chatbots in the near future:
- Facebook offers a great chatbot service for their messenger platform, enabling you to elevate your presence on that particular social network by offering help and answers about your hotel for anyone who stops by and clicks the Like button.
- Chatbots don’t sleep, don’t need holiday pay and work 24/7 without breaking sweat!
- Potential guests benefit significantly from chatbots, because they can be guided smoothly along their booking journey via a pre-determined path with human-like help.
Chatbots aren’t spooky, misleading or purely for big retail operations - they’re here, now, and likely to be found increasingly during the hotel booking experience.
3. Hey, voice assistant!
Research suggests that around 30% of all online searches will be conducted without a screen by the year 2020.
This is a clear indication of how important our voices have become as input devices. Rather than using a combination of mouse, keyboard and screen, we’re speaking to technology, and that’s influencing search engine optimisation (SEO).
Voice search is considerably different to text search; queries are far more conversational. For instance, “hotels in Northampton” becomes “where can I find a hotel in Northampton?”. Your website’s keyword strategy and SEO work will therefore need to follow suit.
Not sure what we’re referring to? It might be time to bring in that digital marketing expert! As 2019 beckons, such expertise will be a wise investment for hoteliers.
Next year is set to be an exciting one for hoteliers. As we discussed in a recent podcast with Cendyn, modern marketing methods and technologies are fast becoming accessible for all, which means there will be some very exciting ways to put your hotel in front of a much wider audience.