According to the Brazilian Institute of Geography and Statistics (IBGE), the hotel industry grew by 4.6% in 2019, which indicates an expanding sector with great business potential. However, to take advantage of opportunities, it is essential that hotel managers are aware of the best digital marketing practices, which can be an important competitive differentiator.
Understanding Digital Marketing for hotels
Digital marketing for hotels involves a series of strategies and tactics designed to promote a hotel on the internet. It can include a variety of channels and methods, such as SEO (Search Engine Optimization), content marketing, email marketing, social media, paid advertising, among others.
The importance of digital marketing for hotels cannot be underestimated. Today, most travelers research and book accommodations online. Therefore, if a hotel does not have a strong online presence, it could be missing out on a significant amount of business.
Digital Marketing Strategies for hotels
There are several strategies a hotel manager can use to promote their hotel online. Here are some of the most effective:
1. SEO (Search Engine Optimization):SEO is the process of optimizing your hotel website so that it appears in Google search results. This may involve optimizing keywords, creating relevant content, and building quality links. The goal is to attract organic (non-paid) visitors to the hotel website.
2. Content Marketing: Content marketing involves creating and sharing relevant and valuable content to attract and engage target audiences. This can include blogs, videos, infographics, guides, e-books, among others. Content should be useful and interesting for travelers, helping them plan their trip and make a booking decision.
3. Email Marketing: Email marketing is an effective way to stay in touch with past and potential guests. You can send regular newsletters with special offers, hotel updates, travel tips, etc. Email marketing is also an excellent way to encourage direct bookings, which are more profitable than bookings made through online travel agencies.
4. Social Media:Social media is a powerful tool for hotel promotion. You can use platforms like Facebook, Instagram, Twitter, LinkedIn, and more to share engaging content, engage with guests, respond to questions and reviews, and promote special offers. Social media is also a great way to increase your hotel's visibility and attract new guests.
5. Paid Advertising: Paid advertising such as Google AdWords and Facebook Ads can be an effective way to attract visitors to your hotel website. You can target your ads to people who are searching for accommodations in your area, or who have specific interests and behaviors. Although paid advertising involves a cost, it can generate a significant return on investment if done correctly.
In conclusion, digital marketing is an essential part of managing a hotel today. By implementing the strategies above, you can increase your hotel's visibility online, attract more guests, and increase your revenue. However, remember that digital marketing is an ongoing process that requires time, effort, and constant adjustments to be effective.
