hotel marketing essay

Hilton Hotel Marketing Strategy & Target Market – Essay Example

The example essay below discusses Hilton’s target market and their strategies for promoting their products and services.

Hilton Marketing Strategy and Plan

The marketing strategy will focus on positioning Hilton hotel as a place where excellent service is offered. The strategy will focus on creating and sustaining strong customer relationships, so as to maintain their loyalty. Customer relationship management initiatives, will help the hotel to understand the needs and expectations of its clients.

The hotel will offer services which give each customer the highest level of comfort, to make him or her feel at home. The hotel will also focus more on innovation, to ensure that new products and services are introduced to help satisfy clients’ needs. Each Hilton hotel will have its own individual style, to give it a solid reputation and brand identity.

Target Market

The target market for the hotel consists of clients with high incomes who value multiculturalism. This is reflected in the service that the hotel offers which caters for different tastes and preferences of clients. The hotel’s services cater for business clients, tourists, conference guests, heads of states, actors and musicians.

These clients have varying needs and as such, the hotel staff are trained to handle all guests with utmost care. Each individual client will be attended to by a specific employee, to ensure that he or she gets premium personalized service. The location of each individual hotel will determine the target market it will appeal to. The hotels are designed to cater for tourists, business people and large conference groups.

Hilton Marketing Mix

Hilton offers products which are meant to satisfy individual needs of each customer. Hilton hotel’s products offer unrivalled personalized service and they guarantee each customer a unique positive experience. Services which add value to products offered to clients will be made available. Clients will be offered laundry services in the hotel at an additional cost. In some areas, the hotel will offer its clients transport from and to the airport.

Hilton can be accessed by clients through various media formats. Customers have the convenience of making their bookings online through Hilton hotel websites in different locations across the world. Customer care attendants are always responsive to inquiries made by clients regarding services offered.

The hotel’s products are of a premium quality and their prices reflect their positive attributes. The hotel has different price categories for different products based on the quality of comfort, service and the level of exclusivity. The price strategy adopted is relative to client’s tastes, who are mainly drawn from the upper income segments of the society. The price segments will each offer unique benefits to clients that visit the hotel.

Promotional Strategy

The hotel will publish and air adverts in select locations and media. The company will participate in various trade exhibitions in different parts of the world, where its customer representatives will sell its products to prospective clients. The company will partner with airlines and tour promoters to market products that target specific clients during different times of the year.

The public relations function of the firm will be used to establish strong relationships with clients, to foster customer satisfaction. This will be used to encourage repeat visits by clients, to encourage them to refer their friends and families to stay at the hotel.

Hilton Target Market: Research

Secondary research.

This will be done through monitoring of print, electronic and online media to understand people’s perceptions about Hilton. The company’s quality assurance departments will constantly evaluate people’s views and opinions about the quality of services offered by the hotel. The quality assurance teams in spread out globally, will then come up with strategies which outline how the hotel can maintain high standards in its operations.

Primary Research

Concept Testing will be one of the methods Hilton will use to determine the market potential and viability of new products. The firm will encourage its customers to try out new products being offered and give their opinions about their experiences. This will guide the firm on the quality measures that need to be undertaken to ensure that its new products are competitive in the market. Products concepts which receive positive ratings will be made available to clients, while those concepts which are rated negatively, will be shelved or improved.

Questionnaires will be used to encourage feedback from clients. Hotel customers will be requested to fill in questionnaires to talk about their experiences and perceptions of services offered. These questionnaires will help the hotel to understand the needs and expectations of its clients. The hotel will be able to implement procedures which improve its reputation in the market.

Attitudinal research will be conducted through constant interaction between Hilton staff and clients. The research will be done to determine how Hilton employees interact with clients and if they satisfy clients’ expectations or not.

Test marketing will be done to determine the impact new products are likely to have in the market. The hotel will use market surveys which profile the types of clients it attracts and the products they like most. This information will be used by the hotel to formulate strategies which help it expand its customer base.

• Chicago (A-D)
• Chicago (N-B)

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Hilton Hotel Marketing Strategy 2024: A Case Study

In today’s competitive hotel industry, effective marketing strategies are crucial for brands to stand out and attract customers. Hilton Hotels, a globally recognized and innovative hotel chain, understands the importance of a well-crafted marketing strategy to maintain its position as a leading brand. In this case study, we will explore Hilton’s marketing strategy and how it utilizes various tactics to enhance brand visibility, attract new customers, and evaluate its performance in the dynamic hospitality market.

Key Takeaways:

• Hilton Hotels employs a comprehensive marketing strategy to boost brand visibility and attract new customers in the competitive hotel industry.
• Digital marketing plays a crucial role in Hilton’s overall marketing efforts , allowing the brand to leverage online platforms and reach a wider audience.
• The segmentation of the hotel market allows Hilton to tailor its marketing initiatives to specific customer segments and deliver personalized experiences.
• Hilton’s marketing campaigns and promotions are designed to create excitement and engage customers, helping to drive bookings and revenue.
• Evaluating the performance of its marketing strategy allows Hilton to identify areas for improvement and ensure continuous growth in the industry.

Hilton Hotels Overview

Hilton Hotels is a multinational hospitality firm known for its wide range of hotel brands and exceptional customer experience. With over 4,400 hotels worldwide, Hilton is a leading name in the industry, offering hotels, resorts, timeshares, and cruises. Some of the prominent hotel brands under the Hilton umbrella include Hilton Hotels & Resorts and Waldorf Astoria Hotels & Resorts.

Recognizing the importance of environmental sustainability, Hilton has implemented several initiatives to minimize its environmental impact. One such initiative is the Travel with Purpose program, which focuses on reducing waste, conserving resources, and investing in local communities. Hilton leverages digital marketing tools and technology to enhance customer interactions and create engaging experiences for its guests. The company also offers the Hilton Honors loyalty program, rewarding guests and fostering brand loyalty.

Key Highlights:

• Operates over 4,400 hotels worldwide
• Offers a diverse range of hotel brands
• Committed to environmental sustainability with the Travel with Purpose program
• Utilizes digital marketing tools and technology for enhanced customer experiences
• Hilton Honors loyalty program rewards guests and strengthens brand recognition

Hilton Hotel Connection to Business Plan

Hilton Hotels is driven by a mission to deliver a satisfying experience to each guest and team member, while fostering a culture of hospitality. The company places great emphasis on creating a welcoming environment that ensures guests feel valued and appreciated throughout their stay. Hilton Hotels strives to offer top-notch facilities, ensuring that they are well-maintained to provide optimal comfort and convenience for all guests.

In addition to prioritizing guest satisfaction, Hilton Hotels also places a strong emphasis on employee satisfaction. The company recognizes that happy and motivated employees are essential in delivering exceptional hospitality experiences. Hilton Hotels strives to provide ample opportunities for growth and development, fostering a work environment that encourages employee engagement and satisfaction.

Another key focus area for Hilton Hotels is sustainability. The company acknowledges its responsibility to minimize its environmental impact and is committed to implementing sustainable practices. Hilton Hotels aims to reduce energy consumption, optimize water usage, and minimize waste generation. By prioritizing sustainability, Hilton Hotels aligns its business strategy with global efforts to combat climate change and promote responsible environmental stewardship.

Overall, Hilton Hotels’ business strategy revolves around providing world-class hospitality services while upholding its mission, optimizing the guest experience, fostering employee satisfaction, and prioritizing sustainability. By integrating these core elements, Hilton Hotels aims to maintain its position as a leading brand in the hospitality industry.

Macro-level Analysis of Hilton Hotels

Hilton Hotels operates within a macro-environment where it is influenced by various economic, political, technological, and social factors. Understanding these factors is crucial for developing effective strategies and staying ahead in the competitive hospitality industry.

Economic Dynamics: The demand for hotel rooms is closely tied to the overall state of the economy. During periods of economic growth, travel and tourism flourish, leading to increased demand for accommodations. Conversely, economic downturns can result in decreased travel and lower hotel occupancy rates. Hilton must closely monitor economic trends and adapt its pricing and marketing strategies accordingly.

Political Developments: Political decisions and policies can have a significant impact on the hospitality industry. Regulatory changes, taxation policies, and international relations can influence travel patterns, tourism, and hotel operations. Hilton must stay informed about political developments at local, national, and international levels to remain agile and respond effectively to potential challenges.

Technological Advancements: Technology plays a vital role in shaping the hotel industry. The rise of online reservations, mobile apps, and contactless check-ins has transformed the way guests interact with hotels. Hilton must stay at the forefront of technological advancements and invest in innovations that enhance the guest experience, streamline operations, and drive customer loyalty.

Social Trends: Social trends, such as a growing focus on sustainability and changing traveler behavior, have a profound impact on the hospitality industry. Guests are increasingly seeking eco-friendly accommodations and personalized experiences. Hilton can capitalize on these trends by incorporating sustainable practices, offering unique experiences, and engaging with customers through social platforms.

Competitive Environment: Hilton operates in a highly competitive environment, with rivals like Marriott and Hyatt vying for market share. It is crucial for Hilton to analyze the strengths and weaknesses of its competitors, understand their marketing strategies, and identify opportunities for differentiation. By consistently monitoring the competitive landscape, Hilton can position itself as a leader in the market.

Competitive Analysis of Hilton Hotels

Hilton Hotels operates in a competitive market with notable rivals such as Marriott, Starwood Hotels, and Hyatt Hotels. Each of these brands has its own unique offerings and features, making them significant players in the industry.

Marriott: Marriott is a prominent competitor for Hilton Hotels, particularly in the business travel segment. The brand has an extensive global presence and a wide range of services and facilities tailored to meet the needs of business travelers.

Starwood Hotels: Starwood Hotels is known for its luxurious suites and villas, catering to customers looking for a more upscale experience. The brand offers a variety of premium amenities and personalized services to enhance the guest experience.

Hyatt Hotels: Hyatt Hotels focuses on providing upmarket facilities and services to its guests. The brand has a strong online presence and offers a wide range of amenities, ensuring that customers have a comfortable and enjoyable stay.

Despite the strong competition, Hilton Hotels can differentiate itself from its rivals through effective marketing strategies. By offering unique and innovative experiences to its guests while maintaining the brand’s core values, Hilton can strengthen its position in the market and attract a loyal customer base.

Hilton’s Use of Social Listening in Marketing

Hilton Hotels understands the importance of social listening in today’s digital age. Through the use of advanced technology and data analysis, Hilton leverages social media platforms to provide excellent customer support, monitor brand mentions, and engage with customers in real-time.

On a daily basis, Hilton receives thousands of Twitter mentions, demonstrating the significant impact of social media in shaping brand perception. These mentions cover a wide range of topics, including special offers, promotions, and positive experiences shared by satisfied guests.

Hilton recognizes the power of positive sentiment and actively responds to these mentions, reinforcing its reputation and enhancing brand image. By acknowledging and appreciating positive feedback, Hilton builds stronger relationships with customers, fostering loyalty and advocacy.

However, Hilton also understands that negative sentiment can arise from time to time. In these instances, Hilton’s social media team responds promptly to complaints and negative feedback, demonstrating its commitment to resolving issues and protecting the brand’s reputation.

With social listening, Hilton aims to maintain a rapid response time of within 30 minutes for customer inquiries or concerns voiced on social media platforms. This quick response allows Hilton to address customer needs promptly, ensuring a positive customer experience.

The social media team at Hilton strives to resolve any issues within 12 hours, showcasing their dedication to customer satisfaction. By efficiently handling customer concerns, Hilton upholds its commitment to delivering exceptional service and establishing itself as a customer-centric brand.

Through social listening, Hilton gains valuable insights into customer preferences, interests, and expectations. This data drives the development of more targeted and impactful marketing campaigns, connecting with customers on a deeper level.

Benefits of Hilton’s Social Listening Strategy

The use of social listening provides Hilton with numerous advantages:

• Enhanced Customer Support: Hilton can promptly respond to customer inquiries and concerns, creating a positive customer experience.
• Brand Reputation Management : Hilton protects its brand image by addressing and resolving negative sentiment in a timely manner.
• Insights for Marketing Campaigns: Social listening data enables Hilton to understand customer preferences and create targeted marketing campaigns that resonate with their target audience.
• Competitive Advantage: By actively engaging with customers on social media, Hilton differentiates itself from competitors in the hospitality industry.

Traditional Marketing Communication Strategies of Hilton Hotels

Hilton Hotels employs a range of traditional marketing communication strategies to effectively reach its target audience and establish strong brand recognition. By utilizing print advertisement in renowned publications such as The Wall Street Journal and Forbes, Hilton Hotels ensures its message reaches a wide and influential readership. Television channels are another valuable platform for Hilton to engage with potential customers through broadcast marketing. Furthermore, the brand actively employs sales promotion techniques, including the distribution of discount vouchers and the implementation of loyalty programs, to incentivize and attract customers.

Recognizing the importance of a comprehensive media mix, Hilton Hotels employs a combination of magazines, newspapers, and television as part of its marketing communication strategy. While print media allows for targeted campaigns and granular reach, television enables the brand to communicate its message effectively to a vast audience. Hilton’s media mix also extends to its website, which primarily serves as an information dissemination channel to provide potential customers with essential details about the hotel chain.

In addition to the aforementioned channels, Hilton Hotels produces a hotel magazine that showcases the brand’s services and offers. This magazine serves as an effective marketing collateral, allowing Hilton to engage with its target audience in a visually appealing and informative manner. While traditional marketing communication strategies have been successful for Hilton, the brand also recognizes the evolving landscape and is beginning to explore new avenues such as social campaigns on its website.

Digital Transformation and Potential for Hilton Hotels

While Hilton Hotels has traditionally relied on traditional marketing communication strategies, there is tremendous potential for digital transformation in the luxury industry. Many luxury brands across various industries have successfully leveraged digital platforms, including social media, websites, and online videos, to effectively communicate with customers and enhance their brand image.

Hilton Hotels has the opportunity to explore the realm of digital marketing to engage with customers and tap into the growing digital market. By embracing social media campaigns, digital advertising, and establishing a stronger online presence, Hilton can effectively engage with a wider audience and strengthen its brand positioning in the luxury industry.

Adapting to the digital landscape can provide Hilton with numerous benefits, including:

• Increased brand visibility
• Enhanced customer engagement
• Targeted marketing strategies
• Improved customer insights
• Better ROI on marketing efforts

The luxury industry has evolved, and customers are increasingly turning to digital platforms for their shopping and lifestyle needs. Hilton Hotels can seize this opportunity to establish a strong online presence, connect with customers, and deliver personalized experiences that cater to their preferences and expectations.

Utilizing Social Media Platforms

Hilton Hotels can leverage various social media platforms, such as Facebook, Instagram, Twitter, and LinkedIn, to connect with its target audience. These platforms offer a wealth of opportunities to engage with customers, share compelling content, and create a sense of community around the Hilton brand.

By regularly posting high-quality and engaging content, Hilton can promote its hotels, showcase its unique offerings, and inspire travelers to choose Hilton for their next luxury experience. Social media platforms also provide valuable analytics and insights that can help Hilton understand customer preferences, track online reputation, and refine marketing strategies.

Building a Strong Online Presence

An effective digital marketing strategy for Hilton Hotels involves building a strong online presence through a well-designed and user-friendly website. The website should highlight the unique features of Hilton’s hotels, provide easy access to booking and reservation systems, and offer relevant information to potential guests.

In addition to the website, Hilton Hotels can benefit from partnering with online travel agencies and leveraging online review platforms to gather customer feedback and improve its services. By actively monitoring and responding to customer reviews and inquiries, Hilton can demonstrate its commitment to customer satisfaction and build trust with potential guests.

Enhancing Customer Engagement

One of the biggest advantages of digital marketing is the ability to engage with customers in real time. Hilton Hotels can leverage digital platforms to interact with customers, respond to inquiries, and provide personalized recommendations. This level of engagement helps create a memorable and positive experience for customers, leading to increased loyalty and advocacy.

Through digital channels, Hilton Hotels can also offer exclusive promotions, rewards, and loyalty programs to enhance customer retention and drive repeat bookings. By leveraging customer data and insights, Hilton can tailor its marketing communications to individual preferences, delivering targeted offers and experiences that resonate with its audience.

A strong digital marketing strategy can help Hilton Hotels stay ahead of the competition in a rapidly evolving luxury industry. By embracing digital transformation and exploring the potential of digital marketing, Hilton can attract a wider audience, engage with customers in meaningful ways, and position itself as a leading luxury brand in the hospitality industry.

Leveraging Social Media and Building Relationships: The Hilton Suggests Campaign

Hilton Hotels recognizes the importance of social media in enhancing its marketing communication and building strong customer relationships. To achieve this, the company has implemented the Hilton Suggests campaign, a Twitter-based initiative that allows Hilton employees to offer personalized recommendations to travelers in participating cities. This campaign exemplifies Hilton’s commitment to customer engagement, authenticity, and personalized service.

The Hilton Suggests campaign leverages social listening, a process through which Hilton monitors social media platforms for mentions and engages with customers in real-time. By actively listening to social media conversations, Hilton can identify opportunities to assist travelers and provide valuable recommendations. This not only enhances the customer experience but also showcases Hilton’s dedication to authentic and genuine interactions.

With the Hilton Suggests campaign, Hilton employees act as friendly local guides who go above and beyond to offer personalized recommendations to travelers, ensuring they have the best possible experience during their stay. This personalized approach allows Hilton to establish a deeper connection with its customers, fostering trust, loyalty, and a sense of community.

The Hilton Suggests campaign has been well-received by travelers, with numerous positive mentions on social media platforms. By promptly acknowledging and responding to these mentions, Hilton can enhance its brand image and strengthen its reputation for exceptional customer service.

Social media has become a powerful tool for customer engagement in the digital age. By utilizing social listening and building relationships through initiatives like the Hilton Suggests campaign, Hilton Hotels can create stronger connections with its customers and increase brand loyalty. This personalized and authentic approach sets Hilton apart from its competitors, showcasing the company’s commitment to delivering exceptional service and tailored recommendations.

Marketing Communication in the Luxury Hospitality Industry

The luxury hospitality industry, including Hilton Hotels, has witnessed significant advancements in marketing communication strategies. This can be attributed to the advent of digital technologies and the evolving behavior of luxury consumers. Luxury brands in various sectors, such as the luxury motor industry, have embraced digital platforms to effectively communicate with customers and establish a strong digital presence.

By leveraging innovative digital strategies , luxury brands can engage with their target audience, showcase new products and services, and build lasting relationships. Digital platforms offer unique opportunities for luxury brands to create personalized customer experiences and enhance brand perception.

Hilton Hotels can learn valuable lessons from other luxury brands that have successfully implemented digital strategies. By adopting and incorporating these strategies into its marketing communication efforts, Hilton Hotels can effectively communicate the essence of luxury to its discerning audience.

To stay ahead in the highly competitive luxury hospitality industry, it is imperative for Hilton Hotels to embrace the digital revolution and capitalize on the changing customer behavior. By harnessing the power of digital platforms, Hilton Hotels can create a compelling digital presence, attract and retain customers, and strengthen its position as a leading luxury brand.

To further understand the impact of digital strategies in marketing communication within the luxury hospitality industry, let’s explore examples of luxury brands that have successfully integrated digital platforms into their marketing campaigns:

Ralph Lauren’s Digital Strategy

Ralph Lauren, a renowned luxury fashion brand, has effectively utilized digital platforms to engage with its audience and showcase its products. The brand has leveraged social media platforms, such as Instagram and Twitter, to create visually appealing content and interact with its customers. Through strategic partnerships with influencers and celebrities, Ralph Lauren has successfully reached a broader audience and increased brand visibility.

Bentley’s Digital Campaigns

Bentley, a luxury automobile manufacturer, has embraced digital strategies to enhance its marketing communication efforts. The brand has leveraged online platforms, such as YouTube and Facebook, to showcase its luxurious cars and engage with its target audience. Bentley’s digital campaigns have effectively highlighted the brand’s craftsmanship and attention to detail, resonating with luxury consumers worldwide.

By adopting similar digital strategies, Hilton Hotels can elevate its marketing communication initiatives, connect with its audience, and establish itself as a prominent player in the luxury hospitality industry.

Hilton Hotels, a leading brand in the luxury hospitality industry, must develop a comprehensive marketing strategy to enhance brand visibility and attract new customers. By incorporating segmentation, pricing, and service tactics, Hilton can effectively position itself in the competitive market. Furthermore, leveraging digital platforms and social media will play a vital role in reaching and engaging with the target audience.

Monitoring performance through customer loyalty and revenue growth evaluation will enable Hilton to assess the effectiveness of its marketing strategy. By adapting to the changing landscape of marketing communication and exploring new avenues for customer engagement, Hilton Hotels can maintain its position as a top luxury brand.

With a well-defined marketing strategy, Hilton Hotels can ensure its brand remains visible to customers, effectively attracting and retaining their attention in the competitive luxury hospitality industry. Continuous evaluation of performance and a willingness to adapt to emerging trends will be crucial in sustaining Hilton’s success as a leading brand in the industry.

What is Hilton Hotels’ mission?

Hilton’s mission is to provide each guest and team member with a satisfying experience and create a culture of hospitality.

How does Hilton Hotels prioritize sustainability?

Hilton Hotels prioritizes sustainability by focusing on reducing energy, water use, waste, and carbon impact.

Who are Hilton Hotels’ main competitors?

Hilton Hotels’ main competitors include Marriott, Starwood Hotels, and Hyatt Hotels.

How does Hilton Hotels engage with customers on social media?

Hilton Hotels engages with customers on social media by utilizing social listening, responding to mentions, and resolving issues promptly.

What traditional marketing strategies does Hilton Hotels use?

Hilton Hotels uses traditional marketing strategies such as print advertisements, television channels, and sales promotions.

How can Hilton Hotels enhance its marketing communication digitally?

Hilton Hotels can enhance its marketing communication digitally by exploring social media campaigns, digital advertising, and stronger online presence.

What is the Hilton Suggests campaign?

The Hilton Suggests campaign is a Twitter-based program where Hilton employees provide personalized recommendations to travelers in participating cities.

How can Hilton Hotels adapt to the changing marketing communication landscape?

Hilton Hotels can adapt to the changing marketing communication landscape by exploring new avenues for customer engagement and tapping into the growing digital market.

How can Hilton Hotels maintain its position as a leading luxury brand?

Hilton Hotels can maintain its position as a leading luxury brand by developing a comprehensive marketing strategy, leveraging digital platforms and social media, and monitoring performance through customer loyalty and revenue growth evaluation.

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Marriott Hotel Marketing Strategy: A Comprehensive Analysis

Mireille • June 19, 2023 • 8 min read

In the competitive landscape of the hospitality industry, Marriott Hotels has emerged as a prominent player, captivating guests worldwide with their exceptional service and distinctive experiences.

Behind their success lies a carefully crafted marketing strategy that fuels business growth and fosters customer loyalty.

In this article, we will explore the fascinating world of Marriott Hotels’ marketing strategy, delving into their approach to understanding and captivating their target audience.

By analyzing the demographic, psychographic, and behavioral characteristics of their guests, Marriott Hotels has successfully tailored their offerings to meet the unique preferences and needs of their diverse clientele.

1. Understanding Marriott Hotels’ Target Audience

To effectively engage their target audience, Marriott Hotels begins by identifying and segmenting their customer base. Through meticulous research and analysis, they have gained valuable insights into the demographics, psychographics, and behaviors of their guests.

This understanding enables Marriott Hotels to tailor their marketing efforts, creating personalized experiences that resonate with each segment.

Demographic Analysis

Marriott Hotels recognizes that their target audience comprises diverse individuals from various age groups, backgrounds, and nationalities.

By studying demographic data, such as age, gender, income level, and geographical location, they gain a deeper understanding of their guests’ profiles.

This knowledge allows Marriott Hotels to customize their marketing messages and offerings, ensuring they align with the unique needs and preferences of each segment.

Psychographic Analysis

Beyond demographics, Marriott Hotels delves into the psychographic aspects of their target audience. They explore guests’ values, attitudes, interests, and lifestyles, seeking to understand the motivations and aspirations that drive their travel decisions.

By uncovering the psychographic characteristics of their guests, Marriott Hotels can shape their marketing campaigns to resonate on a deeper emotional level, forging a strong connection with their audience.

Behavioral Analysis

Understanding the behaviors of their target audience is paramount to Marriott Hotels’ marketing success. By analyzing guests’ travel patterns, booking habits, and preferences for amenities and services, they gain insights into what drives their decision-making process.

This data empowers Marriott Hotels to create tailored promotions, packages, and loyalty programs that not only meet but exceed their guests’ expectations, fostering long-term loyalty and advocacy.

Evaluation of Preferences and Needs

To truly captivate their target audience, Marriott Hotels goes beyond surface-level analysis. They actively seek feedback, conduct surveys, and analyze guest reviews to identify evolving preferences and emerging trends.

By staying attuned to their guests’ needs, Marriott Hotels ensures they remain at the forefront of the hospitality industry, delivering exceptional experiences that surpass expectations.

2. Brand Positioning and Differentiation

Marriott Hotels has established a strong brand positioning in the highly competitive hospitality market. Their success lies in their ability to differentiate themselves from the competition by offering unique experiences and exceptional service.

Let’s dive into Marriott Hotels’ brand positioning and explore their strategies for setting themselves apart.

Examination of Brand Positioning

Marriott Hotels positions itself as a provider of premium and upscale accommodations that cater to the needs of both leisure and business travelers. They have strategically crafted their brand image to convey a sense of luxury, sophistication, and reliability.

By consistently delivering on their brand promise, Marriott Hotels has earned a reputation for offering world-class hospitality experiences that guests can trust.

Analysis of the Competitive Landscape

To stand out in a crowded marketplace, Marriott Hotels conducts a thorough analysis of the competitive landscape. They identify key competitors, assess their strengths and weaknesses, and gain insights into industry trends.

This analysis enables Marriott Hotels to identify gaps in the market and opportunities for differentiation.

Differentiation Strategies

Marriott Hotels’ differentiation strategies focus on delivering unique value propositions that resonate with their target audience. They highlight several key areas to set themselves apart:

• Diverse Portfolio: Marriott Hotels boasts an extensive portfolio of brands, each catering to different segments of travelers. From luxury brands like The Ritz-Carlton and St. Regis to more affordable options like Courtyard by Marriott and Moxy Hotels, they provide a range of offerings to suit various preferences and budgets.
• Exceptional Service: Marriott Hotels places a strong emphasis on delivering exceptional service to their guests. They prioritize personalized experiences, attention to detail, and genuine care, ensuring that each guest feels valued and well taken care of during their stay.
• Innovation and Technology: Marriott Hotels leverages the latest technological advancements to enhance guest experiences. They offer seamless online booking platforms, mobile check-in and check-out, and digital concierge services, providing convenience and efficiency for their guests.
• Sustainability and Social Responsibility: Marriott Hotels actively embraces sustainability practices and social responsibility initiatives. By implementing eco-friendly measures and supporting community development programs, they appeal to socially conscious travelers who
• prioritize ethical and environmentally friendly choices.

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3. Integrated Marketing Communications

Marriott Hotels’ marketing success can be attributed to their well-executed integrated marketing communications approach. Let’s explore the various marketing channels they utilize and assess the effectiveness and coherence of their overall communication strategy.

Overview of Integrated Marketing Communications Approach

Marriott Hotels adopts a multi-channel approach to reach and engage their target audience. They combine digital marketing, traditional advertising, public relations, and social media to create a cohesive brand message and maximize their brand visibility.

Analysis of Marketing Channels

In the digital realm, Marriott Hotels invests in search engine optimization (SEO) to ensure their website appears prominently in search engine results.

They employ targeted online advertising and email marketing campaigns to reach potential guests and nurture existing relationships,

Additionally, they leverage social media platforms to showcase their properties, share engaging content, and interact with their audience.

On the traditional advertising front, Marriott Hotels strategically places advertisements in relevant print media, broadcasts television commercials, and utilizes outdoor advertising in high-traffic areas.

They also engage in public relations efforts to generate positive media coverage and cultivate relationships with key influencers.

If you’re interested in diving deeper into Marriott’s advertising, our analysis of Marriott Hotel Advertising Strategies provides a wealth of information and insights.

Evaluation of Effectiveness and Coherence

Marriott Hotels consistently evaluates the effectiveness of their marketing channels by monitoring key performance metrics, such as website traffic, conversion rates , social media engagement, and media reach.

This data-driven approach allows them to refine their strategies, allocate resources efficiently, and optimize their communication efforts for maximum impact.

Moreover, Marriott Hotels ensures coherence in their messaging by maintaining consistency across all marketing channels. They uphold their brand values, tone of voice, and visual identity, creating a seamless and recognizable brand experience for their audience.

5. Personalization and Customer Relationship Management (CRM)

Marriott Hotels recognizes the importance of personalization in enhancing the guest experience and fostering strong customer relationships. Let’s delve into their personalization efforts, loyalty programs, targeted marketing campaigns, and customer retention strategies.

Assessment of Personalization Efforts

Marriott Hotels goes above and beyond to personalize the guest experience. Through data collection and analysis, they gain insights into guest preferences and guest behavior. This allows them to offer tailored recommendations, personalized offers, and customized amenities to make each guest feel special and valued.

Analysis of Loyalty Programs and Targeted Marketing Campaigns

Marriott Hotels’ loyalty programs, such as Marriott Bonvoy, are key drivers of customer retention and engagement. These programs offer exclusive benefits, rewards, and personalized offers to members.

By leveraging member data, Marriott Hotels designs targeted marketing campaigns that speak directly to their loyal customers, increasing the chances of repeat bookings and brand advocacy.

Evaluation of CRM Tools and Technologies

Marriott Hotels utilizes advanced customer relationship management (CRM) tools and technologies to streamline their operations and enhance guest experiences.

These tools enable them to track guest interactions, preferences, and feedback , ensuring a seamless and personalized experience at every touchpoint.

By leveraging CRM data, Marriott Hotels can anticipate guest needs, resolve issues promptly, and create memorable moments that leave a lasting impression.

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6. Content Marketing and Storytelling

Marriott Hotels recognizes the power of content marketing and storytelling in engaging their audience and creating a strong brand connection. Let’s explore their content marketing initiatives, storytelling techniques, and the impact on brand awareness and guest engagement.

Examination of Content Marketing Initiatives

Marriott Hotels embraces content marketing as a strategic approach to engage and educate their audience. Through captivating blog articles, informative videos, and visually stunning imagery, they provide valuable insights, travel inspiration, and destination guides.

Their content reflects their brand values and showcases the unique experiences guests can expect, enticing them to choose Marriott Hotels for their next stay.

Analysis of Storytelling Techniques

Marriott Hotels employs storytelling techniques to create an emotional connection with their audience. They share real-life stories and experiences of guests, staff members, and local communities to convey the essence of their brand.

By tapping into emotions and using narrative elements, Marriott Hotels transports their audience into a world of memorable experiences, making their brand more relatable and inspiring.

Assessment of Impact on Brand Awareness and Guest Engagement

Content marketing and storytelling have a profound impact on Marriott Hotels’ brand awareness and guest engagement. By consistently delivering compelling content, they increase their online visibility, attract new audiences, and strengthen their brand reputation.

Engaging storytelling builds an emotional bond with the audience, fostering a sense of loyalty and driving higher guest engagement through social media shares, comments, and word-of-mouth recommendations.

7. Partnerships and Influencer Marketing

Marriott Hotels understands the power of strategic partnerships and influencer marketing in expanding their reach and connecting with new audiences.

Let’s explore their approach to partnerships, the effectiveness of influencer marketing campaigns , and the benefits and challenges associated with collaboration.

Evaluation of Strategic Partnerships

Marriott Hotels actively seeks out partnerships with complementary brands to create unique experiences for their guests. By collaborating with airlines, travel agencies, event organizers, and other relevant entities, they enhance their offerings and provide added value to their guests.

These partnerships enable Marriott Hotels to tap into new customer segments and increase brand exposure through cross-promotion .

Analysis of Influencer Marketing Campaigns

Influencer marketing has become a powerful tool for Marriott Hotels to reach and engage their target audience. They carefully select influencers who align with their brand values and have a genuine connection with their audience.

Through sponsored content, social media collaborations, and influencer-led experiences, Marriott Hotels leverages the influence of these individuals to generate brand awareness, drive bookings, and inspire travel enthusiasts.

Assessment of Benefits and Challenges

Strategic partnerships and influencer marketing bring numerous benefits to Marriott Hotels. They can leverage the credibility and reach of their partners and influencers to access new markets, enhance brand reputation, and tap into niche audiences.

Collaborations also provide fresh perspectives and creative ideas, keeping their marketing strategies dynamic and relevant.

However, there are challenges associated with partnership collaborations. Ensuring brand alignment and maintaining consistent messaging across diverse partners and influencers can be complex.

It requires careful management and clear communication to ensure that the brand’s values and image are preserved throughout the collaboration.

Additionally, measuring the return on investment (ROI) of influencer marketing can be challenging, as it often involves qualitative metrics and assessing the long-term impact of brand advocacy.

8. Measurement and Analytics

Marriott Hotels emphasizes the importance of measuring marketing performance and making data-driven decisions to optimize their strategies. Let’s explore their approach to measurement, key metrics used for evaluation, and their data-driven decision-making process.

Explanation of Measurement Approach

Marriott Hotels employs a comprehensive measurement approach to assess the effectiveness of their marketing campaigns.

They use a combination of tools and analytics platforms to collect and analyze data related to website traffic, conversion rates, social media engagement, guest satisfaction surveys , and booking patterns.

This data provides valuable insights into the success of their marketing initiatives and helps them identify areas for improvement.

Analysis of Key Metrics

Marriott Hotels focuses on key performance indicators (KPIs) to evaluate the effectiveness of their marketing campaigns.

These KPIs include metrics such as website traffic, click-through rates, conversion rates, customer acquisition cost, customer lifetime value, social media engagement, and guest satisfaction scores.

By tracking and analyzing these metrics, Marriott Hotels can measure the impact of their marketing efforts and make informed decisions for future campaigns.

Discussion of Data-Driven Decision-Making

Data-driven decision-making is ingrained in Marriott Hotels’ marketing culture. They leverage the insights gained from measurement and analytics to inform their marketing strategies and make optimizations.

By studying patterns, trends, and guest behavior, they can refine their targeting, messaging, and channel selection, ensuring they allocate resources effectively and achieve the best possible results.

We have more hotel analysis: Marriott Hotel Advertising Strategies The Hilton Hotel Group Marketing Analysis Hilton Hotels Advertising Strategies Four Seasons Hotel Marketing

9. Future Trends and Challenges

As Marriott Hotels continues to evolve its marketing strategy, it must stay attuned to emerging trends in the hospitality industry. Let’s explore these trends, potential challenges, and opportunities for the brand’s marketing strategy.

Examination of Emerging Trends

The hospitality industry is constantly evolving, and Marriott Hotels must embrace emerging trends to stay relevant. Some notable trends include:

• Personalized Experiences: The demand for personalized experiences will continue to grow. Marriott Hotels should leverage data and technology to further enhance personalization, tailoring offerings and communications to individual guests’ preferences and needs.
• Sustainability and Responsible Tourism: Guests are increasingly seeking eco-friendly and socially responsible accommodations. Marriott Hotels should invest in sustainable practices, promote their efforts, and align their marketing messages with the growing desire for responsible travel.
• Digital Transformation: Technology will play an even larger role in the guest experience. Marriott Hotels should embrace innovations like artificial intelligence, virtual reality, and voice assistants to enhance guest interactions, streamline processes, and provide seamless digital experiences.
• Rise of Experience-driven Travel: Guests are seeking unique experiences rather than just accommodation. Marriott Hotels can differentiate themselves by curating local experiences, providing insider recommendations, and partnering with local businesses to offer memorable moments beyond the hotel premises.

Discussion of Challenges and Opportunities

While opportunities abound, Marriott Hotels also faces challenges in their marketing strategy:

• Competition: The hospitality industry is highly competitive, with new players and disruptors entering the market. Marriott Hotels must continually innovate and differentiate themselves to maintain their competitive edge.
• Digital Marketing Complexity: The digital marketing landscape is complex and ever-changing. Marriott Hotels should stay abreast of digital marketing trends, invest in skilled talent, and optimize their online presence to effectively reach and engage their target audience.
• Balancing Technology and Human Touch: As technology becomes more prominent, Marriott Hotels must strike a balance between automation and maintaining the human touch. They should ensure that technology enhances, rather than replaces, the personal connections and exceptional service that guests expect.

Suggestions for Adapting and Staying Ahead

To adapt and stay ahead in an evolving market, Marriott Hotels should consider the following:

• Continual Innovation: Marriott Hotels should foster a culture of innovation, encouraging employees to think creatively, experiment with new ideas, and embrace emerging technologies. This will help them stay ahead of competitors and meet evolving guest expectations .
• Customer-Centric Approach: Maintaining a customer-centric approach is crucial. Marriott Hotels should continuously seek feedback, analyze guest data, and anticipate their changing preferences and needs to deliver personalized experiences that exceed expectations.
• Collaboration and Partnerships: Building strategic collaborations and partnerships can unlock new opportunities and expand the brand’s reach. By working with other businesses, influencers, and communities, Marriott Hotels can tap into new markets and leverage collective expertise to create unique experiences.

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Marriott Hotels’ marketing strategies have propelled the brand to prominence in the hospitality industry. By understanding their target audience, differentiating their brand, implementing integrated marketing communications, prioritizing personalization and customer relationship management, and leveraging partnerships and content marketing, Marriott Hotels has built a strong foundation for success.

In an ever-evolving landscape, Marriott Hotels must stay agile, adapt to emerging trends, and navigate potential challenges. By embracing personalized experiences, sustainability, digital transformation, and experience-driven travel, Marriott Hotels can continue to thrive.

By prioritizing innovation, maintaining a customer-centric approach, and fostering collaborations, Marriott Hotels can stay ahead in a competitive market and inspire other businesses in the hospitality industry.

Remember, success lies in constantly evolving, innovating, and creating exceptional experiences that resonate with guests.

Marriott Hotels has set a remarkable example, and by following their marketing practices, businesses can position themselves for success in the dynamic world of hospitality.

Here is a list of hotels that belong to the Marriott group along with their corresponding URLs:

• Marriott Hotels: https://www.marriott.com/
• JW Marriott Hotels & Resorts: https://jw-marriott.marriott.com/ /
• The Ritz-Carlton: https://www.ritzcarlton.com/
• Renaissance Hotels: https://www.marriott.com/renaissance-hotels/
• Courtyard by Marriott: https://www.marriott.com/courtyard-hotels/
• Sheraton Hotels & Resorts: https://sheraton.marriott.com/
• Westin Hotels & Resorts: https://westin.marriott.com/
• Le Méridien Hotels & Resorts: https://le-meridien.marriott.com/
• Autograph Collection Hotels: https://autograph-hotels.marriott.com/
• Delta Hotels: https://delta-hotels.marriott.com/
• Tribute Portfolio: https://tribute-portfolio.marriott.com/
• Gaylord Hotels: https://www.gaylordhotels.com/
• AC Hotels by Marriott: https://ac-hotels.marriott.com/
• Aloft Hotels: https://aloft-hotels.marriott.com/
• Moxy Hotels: https://moxy-hotels.marriott.com/
• Residence Inn by Marriott: https://residence-inn.marriott.com/
• Fairfield by Marriott: https://fairfield.marriott.com/
• SpringHill Suites by Marriott: https://springhillsuites.marriott.com/
• TownePlace Suites by Marriott: https://towneplacesuites.marriott.com/
• Protea Hotels by Marriott: https://news.marriott.com/brands/protea-hotels
• Four Points by Sheraton: https://four-points.marriott.com/
• The Luxury Collection: https://the-luxury-collection.marriott.com/
• Bulgari Hotels & Resorts: https://www.bulgarihotels.com/
• W Hotels: https://w-hotels.marriott.com/
• Edition Hotels: https://www.editionhotels.com/
• St. Regis Hotels & Resorts: https://st-regis.marriott.com/

What is your take on Marriott Hotel Marketing Strategy? Let us know in the comments.

By Mireille Meet Mireille, a marketing and tourism expert. She crafts compelling marketing strategies using the latest techniques to attract, engage, and retain customers. Her deep understanding of consumer behavior and attention to detail drive measurable results for business growth. Find her exploring the world for new marketing insights to help clients stay ahead.

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Revamping the 4Ps: A Modern Guide for Hotel Marketing Success

The marketing mix framework, product: rethinking 'product' in the age of personalization, product action points.

• Focus on Experience:  Design services and offerings that give guests a unique, memorable experience. Consider local tours, culinary experiences, wellness activities, and beyond rooms and facilities.
• Embrace Personalization:  Leverage data to understand guest preferences and personalize their experience. This could include preferred room settings, favorite meals, personalized greetings, etc.
• Leverage Technology:  Use AI and machine learning to recommend personalized offerings and create custom experiences. Tools like chatbots and customized emails can enhance guest engagement.
• Invest in Analytics:  Data is critical to understanding customer behavior. Use analytics to gain insights into guest preferences and tailor your offerings accordingly.
• Continuous Improvement:  Regularly gather customer feedback and use it to improve your product offering. Stay open to change and adapt based on customer needs and expectations.

Price: Embracing Dynamic Pricing in the Digital Era

Price action points.

• Adopt Dynamic Pricing:  Leverage real-time data and market demand to adjust room rates dynamically. Tools like revenue management systems can aid this process.
• Personalize Pricing:  Offer personalized pricing based on customer loyalty and booking history. Loyalty programs and members-only deals can be effective in this regard.
• Transparent Pricing:  Ensure that all costs, including taxes and service charges, are mentioned during the booking process to avoid customer dissatisfaction later.
• Value-Added Services:  Besides room pricing, consider how you price other hotel services such as spa treatments, dining experiences, event spaces, etc. Offering packages or bundled deals can add perceived value.
• Monitor Competition:  Monitor competitors' pricing strategies and ensure your rates are competitive. Don't just compete on price, but differentiate based on the value provided to guests.

Promotion: Harnessing Digital Media in Modern Hotel Marketing

Promotion action points.

• Content is King:  Develop a strong content marketing strategy. Website content, blogs, videos, and guides related to travel and hospitality can help attract potential guests.
• Harness Social Media:  Use social media platforms to showcase your hotel's offerings, share guest experiences, and engage with your audience.
• Influencer Marketing:  Partner with influencers who align with your brand to reach a wider audience. Ensure the content created is authentic and resonates with the influencer's audience.
• SEO Optimization:  Optimize your website and content for search engines to increase visibility. Use keywords that potential guests are likely to search for.
• Measure & Adapt:  Regularly measure the effectiveness of your promotional strategies and be willing to adapt based on what's working and what's not. Digital marketing tools can provide valuable insights.

Place: The Advent of the Omnichannel Era in Hospitality

Place action points.

• Strong Digital Presence:  Ensure a strong digital presence across all relevant platforms - your website, social media, online travel agents, and more.
• Seamless Booking Experience:  Make the booking process seamless, whether it's on your website, mobile app, or through a third-party platform.
• Omnichannel Consistency:  Strive for consistency in brand messaging and customer experience across all channels.
• Leverage Mobile:  With increasing smartphone usage, make sure your website is mobile-friendly. Consider developing a mobile app for bookings, customer service, and in-stay services.
• Leverage Data:  Use data to understand customer journeys across different channels and personalize their experience. Remember their preferences and provide consistent, personalized service across all touchpoints.

Revisiting the 4Ps in the Context of Modern Challenges

• Data Privacy:  With digital transformation and personalization becoming central to modern marketing strategies, data has never been more crucial. However, this data collection and usage rise has increased concerns about data privacy. Regulations like GDPR and CCPA underscore the need for businesses to be transparent about their data collection practices and to protect customer information. This impacts the way marketers approach all 4Ps. For instance, 'Product' personalization should be done with due respect to privacy norms. 'Promotion' strategies must be designed to ensure no violation of user privacy, and 'Price' personalization must maintain an ethical balance.
• Sustainability:  The growing awareness and concern for the environment among consumers have brought sustainability to the forefront of business strategy. It influences the 'Product' in terms of eco-friendly initiatives taken by hotels, such as waste reduction, renewable energy usage, and sustainable sourcing. Sustainability can also become a key 'Promotion' point for eco-conscious consumers. Even 'Price' could be affected as customers might be willing to pay a premium for sustainable practices. Lastly, 'Place,' although mainly a digital construct now, can manifest in sustainable actions such as reducing paper usage through digital check-ins and e-billing.
• Authenticity:  Today's consumers seek authentic and genuine brands. This affects how 'Products' are designed and 'Promoted.' Consumers value unique local experiences, leading hotels to create products that reflect local culture and tradition. When it comes to 'Promotion,' authenticity calls for genuine, transparent communication rather than exaggerated claims. Authenticity can also extend to 'Pricing,' where customers appreciate transparent pricing with no hidden charges. And, in terms of 'Place,' an omnichannel strategy should aim to provide a genuine and consistent brand experience across all touchpoints.

Conclusion: Navigating the Evolution of the 4Ps in the Modern Era

Make demand calendar your assistant.

• Data-Driven Decisions:  Demand Calendar provides valuable insights into booking patterns, guest behavior, and market trends. This data can be used to tailor product offerings to suit guest preferences and demand.
• Personalization:  Understanding demand trends can help create personalized offers for guests during their preferred travel times.
• Dynamic Pricing:  Demand Calendar can help hotel marketers understand demand patterns, thereby aiding in implementing pricing strategies for campaigns. By understanding peak and off-peak periods, hoteliers can adjust room rates accordingly to maximize revenue.
• Competitive Analysis:  The tool allows for analyzing competitive set data, providing insights into competitors' pricing strategies.
• Forecasting:  Demand Calendar helps forecast future demand, enabling proactive pricing decisions.
• Promotion Planning:  By understanding when demand is typically low, hotels can plan targeted promotions or special offers to stimulate demand during these periods.
• ROI Measurement:  The effectiveness of promotional campaigns can be measured by analyzing the changes in demand and booking patterns post-promotion.
• Channel Performance:  Demand Calendar allows hoteliers to analyze the performance of different distribution channels, enabling them to focus on the most profitable ones.
• Optimize Distribution:  By understanding where demand comes from, hoteliers can optimize their distribution strategy to be present in the right place at the right time.

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Hotel Marketing Strategy: 12 Essentials to Succeed

After a few slow and confusing years, hoteliers worldwide are seeing occupancy rates on the rise. The American Hotel & Lodging Association’s 2022 industry report projects that hotel occupancy levels will hit 63.4% in 2022, just shy of pre-pandemic levels. Due to the growing increase in travel demand, and the ever-evolving situation at hand, many marketing managers are reinventing their hotel marketing strategy to meet the moment. If you’re looking to create captivating marketing campaigns, capture the attention of returning travelers, and increase hotel revenue , we can help.

In this post, we review a variety of tactics you should consider adding to your hotel marketing strategy if you haven't already. From beginner tips to expert advice, our list covers a variety of strategies and best practices modern hotel professionals can use to drive more business and improve guest satisfaction.

Maximize your hotel marketing strategy with these 12 tips and ideas

Whether you’re looking to attract more group business, improve your social media presence, or drive more traffic to your website, these hotel marketing strategy tips and ideas can help.

1. Identify your audience.

Get to know your audience inside and out. From guest preferences to travel patterns, knowing what your guests prefer allows you to create personalized hotel marketing campaigns that appeal to members of your target audience. Use your knowledge to create personalized hotel marketing intended to drive business from specific market segments or traveler types, such as tech-savvy business travelers or destination vacationers.

2. Cultivate a brand identity.

Your hotel’s brand represents its personality: who you are, what you do, and how you do it. It tells consumers what they can expect from your hotel in terms of service level, quality, amenities, and values. Create a stronger relationship with your audience by developing a brand identity and incorporating branded advertising into your hotel marketing strategy.

A hotel’s brand identity consists of the colors, font, logo, and other design elements that make it distinguishable to consumers shopping for accommodations, both online and in-person. Design a brand identity that helps consumers pinpoint your brand in search results, on social media feeds, and in printed marketing materials.

3. Use forecasting reports to inform your strategy.

Forecasting reports can be used to identify future need dates, revenue gaps, low-demand travel periods, or other areas of opportunity. Use forecasting data to develop informed hotel marketing strategies aimed at improving your business outlook. Run future forecasting reports regularly and adjust your hotel marketing strategy as needed to drive business where it needs to go.

4. Create mobile-friendly marketing.

In 2020, Hotel Benchmarking reported that 53% of global traffic on hotel websites was generated on mobile devices. Industry experts anticipate that the trend will continue to grow, exploding by the end of the decade. Proactive marketing managers across the hospitality industry are creating mobile-friendly marketing campaigns to connect with the growing audience of online bookers. Utilize various forms of mobile-friendly marketing including paid in-app advertisements, SMS, MMS (multimedia marketing), in-game ads, QR codes, banner advertisements, and many others.

5. Drive online bookings through SEO.

At its highest level, a well-thought-out hotel SEO strategy can improve where your property ranks in online search results. The higher your business listing ranks, the more potential you have to reach a wider audience.

There are a variety of ways hotel marketing managers can expand their online visibility and boost search result rankings, such as:

• Having a high-quality professional web presence  
• Ensuring informational accuracy across all booking channels
• Sharing relevant content and engaging on social media
• Reading and responding to hotel reviews
• Turning on location-based services
• Connecting online webpages, booking channels, and social media platforms

Search engine optimization is a powerful hotel marketing strategy that can be used to drive more business to your hotel, so place it at the top of your to-do list.

6. Maximize your social media presence.

Explore various social media platforms, such as Facebook, Instagram, or even TikTok , and determine which platforms are best suited for your hotel’s marketing strategy. Many hotels choose to market on multiple platforms, with some already even exploring the hospitality metaverse . So be bold. If you’re not sure which social media sites to incorporate into your hotel marketing strategy, scope out your comp set . Identify which platforms and social media strategies comparable hotels in your area are using.

Regularly post exciting, relevant, and stimulating content to your hotel’s social media pages. Take advantage of paid campaigns, visitor activity reports, and boosted content to get your hotel in front of a wider audience. Run social media contests, utilize live polling, or create a branded hashtag challenge to encourage guests to post content and engage on your pages.

7. Invest in group marketing solutions.

If you’d like to grow your group business and improve the number of qualified leads your hotel receives, Cvent’s suite of group marketing solutions includes a variety of helpful tools.

Make planners feel welcome, inspired, and confident in your hotel’s ability to meet their needs. In addition to venue advertising and support, hotels that incorporate Cvent’s group marketing solutions can:

• Enjoy unparalleled reach.  Our sourcing networks attract thousands of planners and generate billions of dollars in buyer spend. 
• Create maximum engagement.  Connect with planners in relevant ways through interactive ads, branded pages, and custom microsites.
• Make an impression.  The best hotel marketing includes a face-to-face connection. Meet thousands of event professionals at our largest conference and attend year-round special events targeting high-end planners.

8. Design automated email marketing campaigns.

Streamline large hotel marketing efforts by utilizing automated email marketing. Create email campaigns, each consisting of a series of short communications, and schedule them to be sent out automatically to the targeted mailing list of your choosing. Automated email marketing can be used to promote exclusive offers, connect with hotel rewards members, or reconnect with guests who haven’t stayed in a while. Hotels can also send automated retargeted emails to connect with consumers who visited their site or started making a reservation but didn’t complete a booking.

9. Run competitive market ads.

Advertising in sister markets, or other competing locations, can help hotels attract the attention of planners that may not have discovered their property otherwise. In addition to running paid ad campaigns on search engines and social media, market your hotel to planners sourcing accommodations in the surrounding areas. Run competitive market ads to help your hotel stand out to planners sourcing in nearby markets.

10. Engage with guests and online audience members.

Increase the size of your online audience by communicating and engaging with customers. Regularly read and respond to guest reviews, comment on user-generated social media content, and answer questions posed by members of your online audience. Be consistent and kind in all of your hotel’s responses. When a problem occurs, acknowledge guest complaints, show appreciation for constructive feedback, and commit to doing better in the future. Not only should this help rectify the issue at hand, but it can also show potential guests the type of service they can expect at your property. 

11. Embrace experiential marketing.

Incorporate experiential marketing techniques into your hotel’s marketing strategy. Provide an immersive experience to help planners feel what it’s like to stay at your hotel. Invite online visitors to take a virtual tour of your property or view high-definition drone footage of hotel gardens, outdoor event space, and other impressive features.

12. Track and analyze marketing performance.

Pay attention to how consumers are responding to your marketing campaigns. Track website traffic, online visitor behavior, email clickthrough rates, social media engagement levels, promotional code usage, market mix fluctuations, and other important metrics to analyze the success of everything that makes up your hotel marketing strategy.

Pro tips for planning a successful hotel marketing strategy

Before reviewing and revitalizing your hotel marketing strategy, set your team up for success by reviewing the planning tips and best practices below.

Clearly outline hotel marketing objectives.

Identify your marketing goals early and create proactive hotel marketing strategies as opposed to reactive campaigns. Marketing can be used as a tool to help achieve a variety of hotel goals, including: 

• Increasing revenue
• Driving bookings
• Improving brand recognition
• Filling need dates
• Widening your audience reach
• Connecting with travel planners
• Promoting meetings and events

Pinpoint the lowest performing market segments at your hotel, slow-paced booking periods, planners you’d like to target, or other challenges to tackle through your optimized hotel marketing strategy. Drive more business to your hotel by crafting a proactive campaign for each distinct objective you establish.

Review your hotel’s marketing budget.

Review your hotel’s annual budget performance over the last few years as well as corresponding marketing campaigns, travel patterns, market segment performance, trends in online visitor activity, and other historical reporting. Use hotel budgeting data to analyze the success of previous hotel marketing campaigns.

• Which campaigns were the most expensive?
• Which were the most profitable?
• Which marketing channels are providing the highest ROI?
• Which campaigns have resulted in high guest engagement?

Are you investing heavily in hotel marketing channels showing little return? If so, you may want to consider reinvesting those marketing dollars into channels with higher rates of success.

Champion a focused marketing team.

Before launching a marketing campaign, or shifting the focus of your hotel marketing strategy, make sure your sales team is on the same page. Discuss your main objectives, challenges, opportunities, and delegate responsibilities.

If your hotel has a multi-person marketing team, identify the strengths of each sales team member, and assign them to marketing campaigns where their skills will be most beneficial. For example, an employee with a passion for photography may be the right candidate to champion your hotel’s Instagram efforts, whereas an employee with strong conversational skills may be better suited to represent the team at networking events.

Encourage every team member to take an active role in your hotel’s marketing strategy. Teach employees how to look for in-house leads, uncover local business opportunities, and reward team members who uncover qualified leads.

Put these hotel marketing strategy tips to use!

From hotel to hotel, marketing strategies can vary based on variety of factors including location, market mix, area travel demand, or nearby attractions. Strive to create a targeted hotel marketing strategy based on your hotel’s marketing budget, annual goals, brand objectives, and other characteristics unique to your property.

Up next, we take a look at industry trends that could affect your hotel’s marketing plan. Join us as we review the hotel marketing trends all hoteliers and marketing managers should be watching.

Kim Campbell

Kim is a full-time copy and content writer with many years of experience in the hospitality industry. She entered the hotel world in 2013 as a housekeeping team member and worked her way through various departments before being appointed to Director of Sales. Kim has championed numerous successful sales efforts, revenue strategies, and marketing campaigns — all of which landed her a spot on Hotel Management Magazine’s “Thirty Under 30” list.

Don’t be fooled though; she’s not all business! An avid forest forager, post-apocalyptic fiction fan, and free-sample-fiend, Kim prides herself on being well-rounded.

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7 Hotel Marketing Strategies to Help You Succeed in 2023

by Marissa Kinzel | May 11, 2020

Utilize these effective hotel marketing strategies to increase traffic and booking conversions.

[Updated Jun 13, 2023] Whether you’re running a unique small hotel business or have years of experience managing large-scale hotel groups, there is never a bad time to step back and reevaluate your strategy for hospitality marketing . Demand within any market shifts regularly, and new hospitality marketing services and tools are often created to help business owners meet those demands. In the wake of any crisis, marketing strategies for hotels and resorts take a hit, as well, leaving hoteliers wondering what the best course of action may be.

Before anything else, your hospitality marketing strategy has to start with understanding your audience. What type of traveler are you hoping to capture the attention of? Marketing to international travelers requires different strategy than placing the focus on locals. Knowing who you’re targeting your marketing toward can help you identify a clearer objective, resulting in stronger strategies to increase hotel revenue.

Developing workable marketing strategies for your hotel business is a challenge, but we have seven strategies you can start utilizing to drive more guests to your hotel and encourage direct bookings.

1. Leverage Technology to Better Market Your Hotel

No matter the type of property you’re managing, your potential guests will be looking at your hotel online before choosing to make their reservation with you. As a result, one of the best strategies you can utilize involves leveraging the technology at your disposal to showcase all elements of your property. Consider making a virtual tour of your hotel or rooms for guests to get a 360-degree view of the space and get a better feel for what level of comfort they’d like to book. This is a viable marketing strategy for hotels and resorts, and guests will appreciate having the inside view, especially to more anxious travelers who prefer to know exactly what they’ll get before booking.

2. Make the Most of Your Social Media

While many hoteliers may not see the benefit right away, social media is one of the top strategies to increase hotel revenue. Setting realistic goals for yourself and maintaining a conversation with your guests will help build brand awareness, which in turn allows you to shift your messaging to target those interested parties in your hotel. Post specials or deals for events in the area if they’re relevant, or take the time to highlight special amenities or especially hardworking members of your staff. The more you’re able to catch travelers’ attention, the higher chance you’ll have of making conversions.

3. Reward Guest Loyalty

If you find you’re seeing frequent familiar faces at your property, you may want to consider a rewards program to offer to your guests. This can include free or discounted stays, vouchers for breakfast or nearby restaurants, or discounted tickets to attractions or theme parks in the area. Depending on your location, this hotel marketing strategy can appeal to a vast audience, which will ultimately build stronger relationships between you and your guests. Repeat travelers may recommend your property to friends, family, or coworkers who need to travel to the area. Ultimately, rewarding guest loyalty is a marketing strategy for hotel businesses seeking ways to both strengthen their brand image and relationship with guests.

4. Use a Vanity Website

With the use of your own vanity website, you can help drive visitors to your hotel and encourage direct bookings which helps maximize your revenue. With careful attention paid to SEO, this hotel marketing strategy increases your hotel’s searchability. It earns you the eye of curious travelers without needing to invest in additional advertising. Our website experts at Travel Media Group are equipped with the tools to help you get started with a vanity website for your hotel – you can learn more on our page . Websites are a flexible marketing strategy for hotels and resorts, as you’re able to cross-promote the site on your social media and use it to advertise anything going on at the property, whether it’s renovations or an exciting event you’re hosting.

5. Partner with Local Businesses

The hospitality industry has the unique opportunity to partner with local businesses in the area to enhance their guest experience. Having a partnership with a local restaurant or small business is a win-win in hotel marketing. You’re able to promote a special offer if guests stay at your hotel, which both encourages guests to book with you and helps generate revenue for the business you’ve partnered with. Strengthening relationships with local restaurants through delivery services or discounts can help them to be an advocate for your hotel, as well.

6. Don’t Forget Email Marketing

Email is a powerful tool in your arsenal of hotel marketing strategies. Reaching out to guests after they’ve stayed to encourage them to leave a review helps to boost your review flow, and guests can easily see recent experiences when researching your property. Word of mouth is influential in the service world, as many guests use reviews to gauge what other guests have encountered when visiting your property. Additionally, if you have your guests sign on to a rewards program at your property, you can utilize email marketing to send newsletters about upcoming events or promotions. Check out our reputation management page  for additional information about how our marketing experts at Travel Media Group can help you make the most of this marketing strategy for your hotel business.

7. Evolve Hotel Operations Based on Guest Feedback

An important method to use when improving your hotel’s reputation is being an active listener to your guests. Reputation management is a beneficial marketing strategy for hotels and resorts, as what guests are saying about you will influence the likelihood of other guests trusting your property in the future. Travel Media Group has a uniquely designed 1st Impression Score™ that targets areas that track how guests are viewing your hotel in the moment. It provides actionable data that you can utilize to make swift changes to your property, and continue to track the effect of your changes. Responding to the conversation guests have about your property swiftly and professionally is a hotel marketing strategy that helps you be in control of your reputation.

Another proven way to control your hotel’s reputation is by accurately managing guest reviews online. Having a respond and resolve strategy in place is crucial if your goal is to increase hotel occupancy and drive more traffic to your front desk. Actively establishing a line of communication on review websites allows you to keep your finger on the pulse of your guests and maintain that relationship. Having effective hotel marketing strategies is imperative for businesses wanting to gain and maintain momentum in any market. Our team of experts at Travel Media Group are available to answer questions you may have about how our services can help you implement best practices for success at your hotel.

Hotel Marketing Resources

Top 18 Hotel Marketing Strategies (with Examples by Successful Hotels)

Competition in the hotel industry is ferocious. Hotel marketers are looking not only for new ways to surprise their customers but also for a new approach that allows them to stay away from the competition.

Hotel marketers and sales directors are facing unprecedented changes in a saturated industry. This situation demands marketing professionals to be more creative with their hotel marketing strategies for hotel businesses. Hotels need to stand out in a crowded hospitality industry worldwide.

In less than 3 years, hotels and resorts have encountered two situations that have had a strong impact on their marketing and sales, budgets, and on their new customer acquisition processes.

First, regulatory changes brought by the GDPR,  which pushes hotels towards conversational marketing during the customer journey. To know more about this, check this report that talks about GDPR and the impact of marketing individualization and personalization on the hospitality and travel industries .

Then, COVID-19, which is helping hotels to create warm personalized marketing messages through social media channels and email marketing campaigns.

The hospitality industry continues to grow, with consumers traveling and being more educated about their choices more than ever. This requires a creative approach to the hotel marketing strategies followed by hoteliers.

But it also faces customer experience and marketing challenges that require marketers to be creative and try new approaches that connected with guests.

COVID-19 has affected every sector across the globe. Data shows that the hotel industry is one of the industries incredibly damaged by the COVID-19 international crisis. According to McKinsey & Company, in the worst-case scenario, US hotel revenue per available room will be down 20 percent by 2023 . For most marketers, this represents an unprecedented scenario and customer experience challenge.

In fact, at the beginning of the global pandemic, many US hotels were closed, especially luxury hotels, international events were put on hold and family and business trips were canceled. For example, in early May 2020, occupancy was less than 15 percent for luxury hotels and around 40 percent for the economy.

Table of Contents

Hotel Customer Engagement After COVID-19

The post-COVID-19 scenarios bring several challenges for marketers that want to keep customer engagement as it used to be. Marketers see more personalization opportunities as they now try to bring the one-to-one experience online, as it is and/or used to be offline. Also, marketers need new hotel marketing strategies ideas after COVID-19. If under normal circumstances hotel marketers already had to make a significant effort to improve the customer experience , retain customers, and attract new customers, now the challenge is accentuated even more.

At the same time, for many hotels, customer engagement has decreased, not because of their particularities, but especially because of the context in which the hotel guests are immersed. This also translates into new customer engagement challenges that hotel marketers, sales directors, and stakeholders need to address urgently.

Due to the COVID-19 pandemic, families, businesses, and people have changed. Their needs, requirements, and objections have also changed.

The hospitality industry has historically been linked to excellent customer experience. Likewise, it was one of the industries with the greatest technological penetration and with a desirable knowledge of the client when compared to other industries.

However, the reality of the hospitality industry is different. Hotel marketing ideas that once worked can no longer be applied in the same way.

For years, many hotels have not invested enough time or resources in the implementation of marketing tools that allow them to get to know their customers better. Marketing and data analysis software that allows them to embrace personalized marketing in a comprehensive way , not only through offline experiences.

This will probably be the trend for the next few years. Where hotels will be more focused on the digital plane, with greater knowledge and documentation of buyer personas and, even better, augmented buyer personas.

An augmented buyer persona is the profile of a specific customer. It is comprised of all the interrelated information you gather about your customer. You’ll usually use a set of data sources to know more about that person. Once you have this person’s buyer persona and you take into account the data you gather in close to real-time, you can create a truly personalized customer experience for that person.

Hotels will invest more or start investing in personalized marketing communications, adapted to the specific needs of each guest, thus allowing them to transmit the same closeness and empathy that they achieve face-to-face long before arrival at the hotel.

The Key And Essential Hotel Marketing Strategies Followed By Successful Hotels Include:

All these factors, among others, have a direct, measurable impact on your hotel marketing strategy.

Now, let’s briefly analyze what some hotels are doing to create successful marketing strategies to drive more direct bookings , and loyal clients, and increase their revenue per client.

1. Guest Reviews

Guests are constantly evolving, which also means that marketers in the hospitality arena need to evolve with them. According to TripAdvisor’s TripBarometer , 80% of travelers will not book accommodation without reading reviews first. Likewise, now more than ever, health and safety measures are part of these reviews, and word of mouth plays a key role.

Actually, 89% will usually do some research on a destination’s activities and restaurants before reaching their destination. This means that researching a destination and reading reviews on accommodation are entrenched behaviors, which affect the way hotels attract more direct sales and reservations through their own e-commerce and digital channels.

Depending on the culture, guests can be price-sensitive when thinking about a destination, a hotel, and the experiences associated with that destination. We learn from TripBarometer that 11% of travelers made their decision based on a great deal in a sale. But, guess what? A personal recommendation has a bigger impact on what prompted travelers to start thinking about their trip (15%) and only 3% of them because they saw an ad.

What do travelers do first when thinking about the order in which they book their trips? Well, 29% don’t start by choosing accommodation; they start by arranging transport to the destination. After comparing all the options and finding what works best for them, researches suggest that 22% of hotel clients booked their accommodation first and only 11% of them did first when they saw a great deal.

Movement restrictions and quarantines are a determining factor for guests. They are factors unrelated to the customer’s experience with the hotel , but which nevertheless affect their engagement.

2. Supply to the buyer’s desire for an innovative experience

Several large successful hotels have realized that modern travelers planning their tours look for more than just a bed and a room-service menu. For example, during and after the COVID-19 crisis rural tourism faced a boom in several regions.

Also, with the increase of Airbnb and other home-sharing services, many outlets now exist for travelers to book a basic sleeping accommodation. In addition, studies recommend that these options are especially popular for millennial business travelers who take more frequent trips than their older colleagues. Nonetheless, these travelers also want to spend less time in their rooms rather than in the hotel. In response, hotel brands are aggressively marketing to target these social customers with experiences such as social happy hours, guest meet-and-greets, yoga classes, and hotel scavenger hunts. Such targets effortlessly demonstrate sophisticated audience segmentation , a strategy that any company or a brand can use to create a more effective marketing plan.

3. Digital Presence is a must

Currently, adoption of technology is important to stay competitive. Unfortunately, or fortunately, just listing the hotel online is not sufficient; the digital presence is a must. Nowadays, social media has become a vital marketing strategy.

Moreover, with review sites such as Trip Advisor which helps in influencing customers decisions, it is important to get involved to get a share of the hotel industry market size. Hotels also have to make a bigger effort to generate leads online and maintain constant engagement.

If you haven’t started or are not serious about social media marketing for your hotel or resort, pay attention to the following benefits or incorporating social media as part of your hotel marketing strategy:

• Increased exposure
• Growing website traffics
• Developing fan following
• Generating sales leads
• The rise in business partnerships
• Advancing sales

4. Personalized And Customized Experience

Hotels have access to a massive store of data regarding their customers’ preferences, and the best establishments use this information to offer intensely personalized messages that bring back their guests repeatedly .

For example, Ritz-Carlton: When a family’s young child left a stuffed animal at a Ritz-Carlton property, not only did the parents receive the toy mailed to their home a couple of days later, but also won a series of photos showing the stuffed animal on various adventures throughout the hotel (essentially a targeted marketing message designed to let the family know what they could look forward to on their next visit). Learn more about personalization in the travel industry with this podcast episode .

5. Marketing segmentation

Marketing segmentation in the hotel industry represents a great opportunity, as hotels move to the digital arena. One of the first steps when segmenting your audience is to create subsets or subgroups with common characteristics:

• Demographics:  Demographic segmentation is one of the most commonly used forms of segmentation. Analyze who they are based on criteria such as age, income, number of family members, race, gender, occupation, education, and nationality.
• Skills and knowledge:  The things your prospects, users, and customers know and how they apply this knowledge.
• Things your target audience like about your products
• Behavioral activities: Analyze the behaviors and decision-making processes. For example, think about their lifestyle, how, when, and why they buy, and more.
• Psychographics:  This takes into account how your target audience thinks and divides markets according to lifestyle, personality traits, values, opinions, and interests of consumers.
• How your target audience uses your product:  Do they use your product like you initially expected? When do they use it? With other people?
• How they buy your products:  Similar to the behavioral activities, looking at their processes, how much they spend, when they buy, from what device, if they buy based on a special promotion, and more.

This approach helps hotels become customer-centric with marketing automation as one of their best allies.

6. Onboarding clients with personalized videos

Hotels are gradually joining the unstoppable wave of personalized marketing . Hotels can also onboard guests with personalized videos and multimedia marketing to better connect with each customer during the customer journey. Take for example a booking confirmation message. Hotels can smartly use the booking and client details to create robust personalized marketing strategies where each new guest receives a personalized email containing a personalized video.

Watch the following personalized video example used by a hotel in Mexico:

Want to see more personalized video examples and see how you can add personalized video marketing to your strategy? Here you have a full guide on personalized video marketing with examples, case studies, and strategies .

We helped this hotel with our video production services for personalized videos . This hotel automatically makes these personalized videos using Pirsonal’s personalized video platform . Each guest receives a video that is personalized according to the buyer persona . The marketing videos are viewed on a dynamic or personalized landing page and include a personalized call-to-action .

Don’t worry. You have to create these videos one by one. You can create videos automatically with specialized software like Pirsonal.

How can you apply this to your hotel marketing? With each hotel reservation, each client provides information on arrival and departure date, name, surname, in some cases birthday, tastes, how many people will be at the hotel, how many rooms are necessary, budget, experience preferences, and much more. With all this information we can automatically create a totally personalized video for each person to increase sales , totally adapted to the individual context of each of them. The more contextualized and personalized the experience, the better conversions of upselling, cross-selling, and engagement you will see. Here you’ll find a full webinar about how to increase sales and loyalty with personalized video marketing .

The following webinar explains more about this hotel marketing strategy with personalized videos:

Data-driven marketing personalization in the hotel industry has huge advantages when compared to other industries. Simply fact: Customers share data and preferences from day one, the moment they make a reservation. Start by looking at a your structured data creatively and by improving the quality of your lead and guest data for marketing efforts.

A spreadsheet is the easiest example of structured data

Using interactive personalized videos can also increase marketing conversions, as hotels can use personalized calls-to-action that adapt to what each guest needs in order to take action.

The image shows a personalized call to action example

7. Create Personalized Emails

Did you know that according to Revinate email segmentation delivers 72% higher revenue per recipient than non-segmented campaigns? Use this segmentation to create personalized emails based on the lead’s profile or buyer persona.

The following infographic shows a personalized marketing email example:

Check this video that explains this personalized email for hotel marketing:

If  you want to create a personalized marketing strategy for your hotel, make sure to download this free personalized marketing checklist (PDF) with the steps I recommend to create a strategy from a pilot stage to when you are ready to scale.

8. Be unique while creating content

Hotels follow the concept of content marketing as it’s inexpensive and has the potential to lead to a significant ROI when adapted correctly. Many leaders are pleased by just using their brand blog as an outlet for content. However, few different hotel companies are proving that being creative about content presents new opportunities for engaging with customers on a more practical level.

For example, Four Seasons, a brand recognized globally for its commitment to offering luxury to its guests throughout their experience. It produces regular content for its brand magazine, carrying on the tradition of luxury and presenting guests a foretaste through the lens of the Four Seasons lifestyle into the brand’s destinations and activities.

9. Direct Marketing

Direct marketing includes leaflets and promotions that are beneficial and will continue to play an indispensable role in the hotel industry marketing strategy. Direct Marketing in the hotel industry acts as a potent force in attaining customers. The hospitality industry is all about service, and it’s by the direct interaction that customers can be retained.

SEO is amongst one of the most useful and majorly used marketing strategies in the hotel industry. Hotels have huge records of e-mail id of all the customers, but they don’t use it. It is necessary to have repeat sales and thus e-mail marketing helps to retain existing customers and gain new ones. In addition, SEO helps the hotel website to ensure organic growth online.

11. TV and Newspaper Advertisement

Marketing strategies such as TV and Newspaper advertising are still active, but are quite expensive. Globally, top brand hotel chains shell out a considerable part of their marketing budget for advertising in newspapers. Perhaps, the return on investment is not as high as compared with digital channels. In the past, it was used as one of the key marketing strategies of the hospitality industry. Though, competitors such as Airbnb and others are compelling the hotel industry to come out with innovative and cost-effective marketing strategies.

12. Increased use of Social Media

Nowadays, social media plays a vital role in hotel marketing strategy. Since a long time, social media has been a platform for businesses to sell their products. For example, Facebook has around more than two billion monthly users, and transactions are increasing with currently about 50 million active small business pages. Similarly, Twitter and Instagram are accessible and helpful in influencing one’s business. Social Media allows the freedom and creativity for the marketing campaign. Besides, video content is on the rise, and while it’s great to build brand alertness, it can also be used for strong marketing messages, potentially driving direct bookings.

13. Pay Per Click Advertising (PPC)

PPC mode of advertising plays an important role in hotel’s online marketing campaigns. For example, around USD 8 profit is gained on average for every USD 1 a business spent in Google AdWords. PPC ads also show a positive impact on organic click-through rates. On an average branded PPC can improve clicks by around 27%.

14. Marketing Automation Workflows And Personalized Marketing

Marketing automation allows hotels to create the right message, sent at the right time to the right guest or customer. Creating workflows aligned with the customer  journey helps hotels be proactive and responsive. It also helps hotels scale their marketing efforts and to adapt to the needs guests have. Personalized marketing improves hotel one-to-one communications by creating marketing messages that are relevant to the individual.

Hotels need to double the engagement effort across channels . Personal data plays an important role in the hospitality, travel, and leisure industry as larger volumes of personal data from guests are processed. When marketers conceive marketing as a conversation, this data can be used not just for analytical purposes, but also to create marketing automation strategies using personalized messages that resonate with segmented target audiences and, specially, individuals.

The following video explains how to create a marketing automation workflow from a content perspective, using personalization. This type of marketing automation workflows can be applied to any type of content, not only personalized videos. In the video I explain how to create a marketing automation workflow for a hotel step by step.

If you want to take a closer look at the document shown in the video, make sure to  download it free from here .

15. Update Your Messaging And Stay Ahead Of Market Recovery Stages Or New Adverse Scenarios

In the current times, hotel customers need reassurance from hotels. Aligning your hotel marketing strategy with the present and upcoming social climate is key. Hotel marketers must get this marketing message across long before guests arrive to the hotel. In fact, long before the customer starts considering the hotel and even long before hotel guests read the first review.

Therefore, situations such as the current and future ones positively force hotel marketing, sales and customer experience executives to update their content, messages and communication channels during the customer journey. The customer journey can change at any time.

For example, watch the following video showing how a hotel explains security measures in the context of the COVID-19 health crisis:

16. Data-driven Approach

Data analysis firm Pattterns discovered something impressive about the content hotels post on social media. They observed that most hotels make critic decisions based on intuition and past experiences. There is an obsession with the most viral publications, campaigns, and influencers of the industry. But, is this the right approach, from an ROI and data perspective?

For example, Guillermo Fernandez from Pattterns and his team discovered  that image data science had a transcendent impact on booking reservations for hotels in Riviera Maya. They saw how unique images that reflect the uniqueness of Riviera Maya were able to generate more conversations around the hotels and more sales when compared to generic images that don’t really speak about what makes the location and hotels different from other market options.

In our visual era, using image data science to create a unique and customized social media content strategy seems to be appropriate. Shooting videos and taking pictures that reflect the unique aspects of a hotel and attracts the attention of potential clients and leads. This allows even customers to share more about their publicly share their experience with others, in turn attracting new customers to the hotel’s sales and marketing funnels.

This methodological approach also helps hotels create personalized marketing content that has higher chances of conversion, which makes it a perfect fit for any hotel ecommerce, social media or marketing manager.

17. Web Optimization and Personalization

Did you know that the average hotel website conversion rate (bookings divided by unique monthly visitors) is typically below 2%? Let’s see this with an example: Take 100 people visit your hotel website. Out of which, less than two will make a booking, and more than 98 will look around before leaving to make a booking somewhere else either with your competitors or with the OTAs.

If your hotel invests in SEO, online media, paid search, public relations (PR) or social media to bring users to the hotel website, chances are that you are wasting part of your marketing budget. Why? 98% of your website visitors are not converting. On balance, it’s easier and inexpensive to generate more revenue from the existing traffic than to get more viewers to the site, specially if your pages rank high on Google.

Furthermore, attaining even a slight conversion rate increase can create a huge impact on a hotel’s bottom-line. According to MarketingProfs, web personalization increases sales by 19%, which makes marketing personalization the perfect fit for any hotel, regardless of the size.

18. Lead Generation

There are countless ways hotels and resorts can generate leads online. This allows hotel businesses to create and send marketing campaigns , specially through email, in order to increase sales through flash campaigns and to build trust and branding.

For example, imagine a Facebook Ads or Facebook Leads campaign using the ASK Method by Ryan Levesque. What is the ASK Method? The ASK Method is a marketing methodology to figure out what your customers want before they even know what they want themselves.

Core Principles Of The ASK Method For Hotel Marketing

• SMIQ (Single Most Important Question): Deeply understand the pain and passion of your market at a deep level.
• Language: Speak the language of your prospects and reproduce their patterns –  This is very close to marketing personalization .
• Buckets: Identify the buckets in your market. This will help you create marketing segments to create targeted messages and better or new products.

Other Lead Generation Ideas for Hotels:

• Newsletters
• Loyalty programs
• Digital waiting lists
• Referral programs
• Web chat tools

There is no right hotel marketing strategy. As a marketer of a hotel chain, an independent hotel or associated establishments, you must take into account a mix of strategies.

You must take into account what is the current situation that your hotel is facing, but without stopping planning and acting with respect to the most likely situation that may occur.

The most recent events show us that the hotel industry is not impervious. As marketers, we must always be one step ahead, while walking alongside guests during the customer journey, causing them to repeat and attract new customers.

Most hotels struggle to engage with guests uniquely. Let us analyze your current situation and share free advice so that you can help hotel guests take action, and increase direct sales and engagement that brings them back. Book a free consultation now!

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'Emails Work!' This Entrepreneur Says Email Marketing Is Still the Best Way to Connect and Sell. Here Are His Top Tips. Fishbowl CEO Adam Ochstein breaks down effective email marketing and explains how a hotel chain helped shape his idea of data personalization.

By Shawn P. Walchef • Apr 16, 2024

Key Takeaways

• With all of the technological advancements available in the marketplace, Adam Ochstein still finds extreme value in email marketing. If done correctly, he believes email to be a powerful tool for building brand awareness, customer acquisition, and loyalty.
• Ochstein says the personalization he experienced by being a Marriott Bonvoy customer helped him shape the Fishbowl customer experience using data.

Opinions expressed by Entrepreneur contributors are their own.

Adam Ochstein , CEO of Fishbowl , is an advocate for the enduring power of email marketing and data-driven personalization. Through his insights and initiatives, Ochstein is reshaping the way restaurants connect with their customers and leverage technology to drive brand awareness, customer acquisition, and loyalty.

Fishbowl is the CRM platform for more than 50,000 restaurants. In a digital era dominated by social media and quick scrolling, the CEO believes that, when executed effectively, email campaigns can serve as a potent tool for cultivating brand loyalty and generating business.

Related: 'Don't Be Afraid to Do Something That Nobody Understands': How This Entrepreneur Re-Invented His Career and Found Happiness

"Email marketing is still really relevant for restaurants," Ochstein told 'Restaurant Influencers' host Shawn Walchef of Cali BBQ Media . "If you are getting emails from a restaurant and it's well-crafted and pithy, or has a relevant offer, it works."

In 2023, Fishbowl introduced its new CRM and marketing automation platform, Delightable . To Ochstein it represents a pivotal advancement in guest data management for the restaurant industry.

The Fishbowl team recognized the fragmented nature of customer data across various platforms — POS systems, reservation databases, online ordering portals, and more — and sought to consolidate this data into a comprehensive, actionable resource. Delightable aims to be the central repository for guest information, enabling restaurants to leverage comprehensive insights for personalized marketing and improved customer experiences.

Related: Chef Says This Is the No. 1 Thing That Makes a Restaurant Successful or Not

"If I'm a marketer, I want to have this single version of the truth for all my guest data," asserted Ochstein. "Let Delightable/Fishbowl be the CRM or system of record for all that guest data."

Ochstein was inspired by his experience as a Marriott Bonvoy member and brings that level of personalized service for restaurant guests through Delightable by leveraging customer data to anticipate preferences and enhance experiences. By harnessing even the simplest insights, such as seating preferences or dining habits, Ochstein believes that restaurants can create tailored experiences that resonate with individual guests.

Related: The Philly Cheesesteak Was Invented At This Spot in 1930. Here's Why Fans Can't Stay Away 90 Years Later.

"I think guests are willing to share data as long as they're going to derive some value and benefit from sharing that information," he explained of his vision.

As technology continues to shape the future of dining experiences, Ochstein and Fishbowl's insights and initiatives are looking to shape industry standards and elevate customer engagement strategies across the restaurant landscape.

"Keeping your restaurant brand on top of mind is always important."

About Restaurant Influencers

Restaurant Influencers is brought to you by Toast, the powerful restaurant point-of-sale and management system that helps restaurants improve operations, increase sales and create a better guest experience.

Toast — Powering Successful Restaurants. Learn more about Toast .

Founder of Cali BBQ Media

“Be the show, not the commercial.”

Cali BBQ Media  Founder Shawn Walchef helps brands and leaders leverage the new Business Creator Economy with strategic Smartphone Storytelling and Digital Hospitality.

His Cali BBQ restaurant company has generated more than $35 million since opening in 2008. They operate numerous locations in San Diego and beyond.

Shawn’s weekly video series Restaurant Influencers (published by Entrepreneur Media and produced by Cali BBQ Media) has been seen by over 25 million people.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

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Sample essay on my favorite city Moscow

It was my first trip to Moscow and before going to Moscow I have consulted about this city with my advisor. He told me that Moscow is a very expensive city having hotel rooms for about $1000 and $12 coffees.

Moscow’s Airports:

There are three international airports in Moscow that are Domodedovo, Vnukovo and the third one is Sheremetyevo.  All of them are constructed outside the Moscow.

Accommodation:

The next thing after landing over the airport is the issue of accommodation. Where should I go to stay was the first question in my mind? But thanks to my advisor who was with me throughout the whole journey. He took me to the Godzilla’s Hostel which is the oldest and the largest hostel of the city. You will get this hostel in the historical center. I found this area with numerous cafes which were inexpensive and that was the good news for me. We both found this place quite good for us because it has also a metro located station at the roadside.

Transportation System:

This city has the best transport system in the whole world. This big town has a little bit cold weather in winter and I along with my advisor decided to walk through the streets in this chilly weather. But soon we got to know that Moscow metro is more likely to be traveled in the city. For one ride and two rides, Moscow’s metro cost $0.80 for 50 rubles and $1.60 for 100 rubles. There was also an option of 32 rubles in one ride for $0.50. This option is known as Troika card. But we both traveled into two rides of 100 rubles.

Free Tour of Sightseeing:

As you know that Moscow one of the most expensive world’s city, I and my advisor wanted to visit Moscow in as less budget as possible. So free tour to Moscow is a good choice for us. What does it offer? Walking free tours in the city center and daily we left our hostel room and depart from there 10:45 in the morning to visit the Moscow city in the metro. It took two and a half an hour to visit various landmarks etc.

Next amazing option you can get there is sightseeing bus of Moscow which charges $12.50 for one day route.

Moscow’s Culture:

To know about the culture of Moscow, we both entered into the museum. There are so many museums, exhibitions and different type of galleries in the city. Though the prices of the museums are different from one another but many museums has a free entry every month’s third Thursday.

Well, Moscow has many standard restaurants which are enough expensive to empty your pockets but it doesn’t mean that you can’t do fine dining within your budget. You will have hundreds of dishes in The Grable Chain restaurant’s buffet.

We both went to Grable restaurant and had marinated mushrooms, salted herring, and pork shashlik. We ate a delicious food within our budget.

We stayed in Moscow for about 3 days and then we are left with empty pockets except we have the money to come back to our city. So we decided that it is now the time to say goodbye to Moscow and come back to our home sweet home.

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until December 14, 2025

Novotel Moscow City Hotel

• Photographs of the hotel 49
• Guests' photos 21

What was good

location is very nice

What was bad

the breakfast staff in the restaurant non friendly at all specially the egg section is so rude

Main amenities of the hotel

• Free Internet
• Fitness centre
• Bar or restaurant
• Moscow City  •  160 m
• Delovoy Tsentr (Bolshaya Koltsevaya)  •  170 m
• Delovoy Tsentr (Solncevskaya)  •  210 m
• Mezhdunarodnaya  •  240 m
• Museum-panorama The Battle of Borodino  •  1.3 km

Available rooms

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Presnensky District, Presnenskaya Naberezhnaya, 2, Moscow

• What's nearby
• Places of interest
• Pushkin Museum  •  4.3 km
• Gorky Park  •  4.6 km
• Moscow Kremlin  •  4.7 km
• MSU Main Building  •  5.0 km
• Red Square  •  5.3 km
• State Tretyakov Gallery  •  5.3 km
• Bolshoi Theatre  •  5.3 km
• Saint Basil's Cathedral  •  5.5 km
• ZIL Culture Center  •  8.5 km
• VDNKh  •  11.0 km
• Sheremetyevo International Airport  •  25.5 km
• Moscow Domodedovo Airport  •  43.6 km
• Zhukovsky International Airport  •  43.0 km
• Vnukovo Airport  •  22.3 km
• Train stations
• Kiyevsky Railway Station  •  1.9 km
• Aeroexpress Vnukovo  •  1.9 km

Description of the hotel

Good choice if you’re looking forward to taking some rest at the hotel as much as to walking around the city. Hotel «Novotel Moscow City Hotel» is located in Moscow. This hotel is located in 5 km from the city center. You can take a walk and explore the neighbourhood area of the hotel — Moscow City, Delovoy Tsentr (Bolshaya Koltsevaya) and Museum-panorama The Battle of Borodino.

At the hotel

Spend an evening in a nice atmosphere of the bar. You can stop by the restaurant. Free Wi-Fi is available on the territory. Ask for more information when checking in. Specially for tourists who travel by car, there’s a parking zone.

Also, the following services are available for guests at the hotel: a sauna and a hamam. Sports fans are going to love a gym. Pets are welcome here. They are allowed for an additional cost. If you want to make your journey even more comfortable, you can order a transfer.

Accessibility: there is an elevator/lift. At the guests’ disposal, there’s also a laundry, dry cleaning, an ATM, ironing, press, car rental and a concierge. The staff of the hotel speaks English and Russian.

Room amenities

The room is warmly decorated and has everything you need to have a rest after a long eventful day. There is a TV and a bathrobe. The room equipment depends on its category.

The hotel's awards

Ostrovok Guests' Choice

Facts about the hotel

Year of construction

Type of electrical socket

220 V / 50 Hz

Number of rooms and floors

360 rooms • 8 floors

What other amenities are there?

• Air conditioning
• 24-hour reception
• Elevator/lift
• Smoke-free property
• Early check-in
• Late check-out
• Fire Extinguisher
• All Spaces Non-Smoking (public and private)
• Upper floors accessible by elevator
• Room service
• Safe (in room)

Accessibility

• Accessibility features
• Wheelchair access to restaurant
• Wheelchair access to bar

Services and amenities

• Iron and board

paid for separately

• Concierge services
• Luggage storage
• Breakfast in the room

Languages Spoken

• Suitable for Events
• Event facilities
• Conference Hall

Beauty and wellness

Health and Safety Measures

• Temperature control for staff
• Personal protection equipment for staff
• Extra decontamination measures
• Contactless check-in and/or check-out

Check-in terms and conditions

Paid on the spot, visa information, additional information.

Based on 2071 reviews from guests around the world

Cleanliness

Hygiene products

Value for money

Wi-Fi quality

Review sorting

leisure, family

January 2024

Superior Double room with courtyard view (full double bed) (queen size bed, Child bed is not included), 3 nights

Executive Deluxe Double room with city view (full double bed) (+ sofa), 3 nights

close to mall

staff of resturant specially breakfast not friendly and they shout to customers

leisure, company

Superior Double room with city view (twin beds), 2 nights

business trip, solo

December 2023

Superior Double room with courtyard view (full double bed) (queen size bed), 1 night

The bed was broken, low quality bed sheets, long check-in, wifi did not work properly - have to move outside of hotel for calls.

leisure, couple

November 2023

Executive Double room with courtyard view (full double bed) (king size bed), 8 nights

breakfast, gym, convenient

price, check in line, check in time, late room cleaning

August 2023

Superior Double room (full double bed) (queen size bed), 5 nights

Very good service and the staff is helpful Clean and contains all what you need Very clean Very good

• Company and team

Our app has lower prices and more options! You can also pay by Apple Pay and Android Pay there. Besides, you can easily access your booking vouchers in your personal account even if you're offline.

Registered service mark in the European Union

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Sober Travelers Find Something to Savor in Wine Country

Mocktail trails, olive oil tours and elevated dining experiences are among the many ways the renowned wine-producing areas of Sonoma, Mendoza and Tuscany are appealing to sober or sober-curious travelers.

By Christine Chitnis

Amy Snook knows more about wine than your average traveler. Originally from California, she now lives in the Douro Valley of Portugal, her partner works in the wine industry, and she has visited 47 countries, many of which have celebrated viticulture. But seven years ago, on a trip to Mendoza, a winemaking region in the foothills of Argentina’s Andes Mountains, she opted to abstain from drinking alcohol, a decision she would repeat in future travels.

“It’s such a long flight to Argentina, and I was only there for 10 days,” said Ms. Snook, 34, a publishing professional. “I’m aware of how alcohol affects me, and I chose to prioritize feeling amazing every day of the trip over dealing with a hangover.”

During her visit, Ms. Snook bicycled between vineyards, reveled in breathtaking scenery, relaxed with spa treatments and engaged with sommeliers and winemakers, coming away with a new appreciation for sustainable and regenerative agriculture.

“The obvious question when you tell someone that you aren’t drinking is, ‘Out of all the places you could go, why travel to wine country?’” she said. “But to me, it makes perfect sense because these regions offer all the perks of luxury travel — wellness amenities, beautiful landscapes and fine dining.”

With 41 percent of Americans seeking to reduce their alcohol intake, according to a consumer-sentiment study released in January by NCSolutions, Ms. Snook’s experience is part of a larger trend: the rise of sober-curious or mindful drinking. While sober travel is hardly a new concept, its popularity is surging to new heights — particularly among younger generations — and forcing a reckoning in the wine industry. The 2024 State of the U.S. Wine Industry report , an annual forecast of market conditions and trends written by the wine-business analyst Rob McMillan, found that 52 percent of consumers ages 21 to 34 believe that consuming alcohol, even in moderation, is bad for your health.

This trend is reshaping travel to world-class wine destinations like Sonoma County, in California, as well as Mendoza and Tuscany. Blessed with temperate climates, extended growing seasons, fertile soils, rich histories and breathtaking vistas, these renowned wine locales are expanding their offerings to attract drinkers and nondrinkers.

Here are some of the restaurants, tour groups and wineries in those regions that are reinventing the travel experience to be more inclusive of the sober-curious.

Dining in Sonoma

If wine is a true expression of the land, embodying the unique characteristics of its soil, weather and the meticulous craftsmanship of those who cultivate it, can you still forge that connection without drinking?

At Cyrus , a Michelin-starred fine dining destination in Geyserville , Calif., the answer is a resounding yes. Sonoma County, double the size of neighboring Napa, made conscious decisions to protect and diversify its land use, ensuring grapes as well as agricultural crops were grown. Douglas Keane, Cyrus’s owner and chef, highlights the local harvest by working with small farms and purveyors to source his ingredients. Crosnes — a Chinese artichoke — from Alexander Valley Vineyards gardens, yuzu and finger limes from the citrus grower David Levine, and cheesefrom Andante Dairy have all ended up on Cyrus’s menu.

Also on the menu: Kally , an alcohol-free wine alternative produced with housemade organic verjuice and sourced from Northern California. Served at more than 15 other Michelin-starred restaurants, Kally’s bottles include Early Chardonnay, which is crisp, bright and changes flavor and aroma as it moves across the palate, similar to a fine wine. A tart, vibrant Golden Sparkler has notes of jasmine and citrus, and a floral, fruity Rosé Sparkler offers hints of strawberry and hibiscus.

“Chefs and sommeliers are interested in having precise nonalcoholic pairings. Their food was created to be prepared with sophisticated drinks, not just sparkling water,” said Scott Mitic, who created the beverage along with his wife, Katie.

Customers, too, appreciate having a choice, he said, noting that many of Kally’s most loyal drinkers are wine enthusiasts. “This is not an abstinence movement; it is a moderation movement.”

Cyrus Schultz, the wine director and sommelier at Cyrus, aims to create drinks that make sober guests feel just as special, if not more, than those indulging in traditional wine pairings. His nonalcoholic creations include the Rosé Champagne, an effervescent blend of coconut, white sesame, cherry blossom and lime, and the Apple Martini, a sweet, herbaceous concoction of pink lady apple, fennel and mint olive oil.

“The intention is never to mimic alcohol products, but to construct the pairings similarly to how a chef looks at a menu — different textures, temperatures and flavor profiles,” Mr. Schultz said.

These efforts are not limited to one restaurant. Chris Vomvolakis, senior manager of consumer public relations at Sonoma County Tourism , said bars, restaurants and wineries across the region are recognizing that it’s not all about wine.

The town of Healdsburg recently created the Mocktail Trail , with eight participating restaurants, and Meadowcroft Wines in the town of Sonoma curated a flight of original zero-proof cocktails. David Messerli, Meadowcroft’s marketing and strategy director, said the winery encourages guests “to discern aromas, flavors and nuances, much like they would with wine.”

“For those opting out of alcohol, we felt there was more we could do,” he said. “People have various reasons for abstaining from alcohol, and no one should feel excluded because of it.”

Women-led luxury in Mendoza

Mendoza, renowned for its malbec wines and stunning Andean landscapes, is no stranger to luxury accouterments, but sober guests? That is a newer phenomenon. “We have definitely noticed an increase in guests seeking nonalcoholic travel options in recent years,” said Victoria Stiles, sales manager at Cavas Wine Lodge , a luxury 18-room hotel set amid a 55-acre vineyard.

At Cavas, wine may be the main attraction, but guests can book spa treatments using vine and grape-seed extracts, join yoga sessions on the private terrace overlooking the Andes and vineyards, and take full-day hiking excursions to Aconcagua Provincial Park, a rugged, mountainous destination that is home to Mount Aconcagua, South America’s highest peak.

Wild Terrains , a certified B-Corp travel company specializing in experiences for women, has planned three days of a 10-day Argentina tour to be sober-inclusive in Mendoza. Built around women-owned businesses, stops include boutique lodging at Entre Cielos , horseback riding in the Andean foothills, home-cooked asado at Estancia Los Chulengos and a private dining experience at Michelin-starred Zonda Cocina de Paisaje . The meal offers special mocktail pairings with distinct flavors like lemon verbena, beets and burro, an herb used to make digestive teas and infusions.

“In Mendoza, our trip centers on talented female winemakers who are pushing boundaries in a historically male-dominated industry,” said Lauren Bates, founder of Wild Terrains. “While these experiences include wine tastings, we want sober travelers to feel intentionally included even if they are skipping the wine tasting.”

Sofia Pescarmona, owner of the Bodega Lagarde vineyard and Zonda Cocina de Paisaje, said that while the restaurant experience aims to showcase their wine, nondrinkers will also appreciate it.

“We truly believe we can offer an elevated experience for those who don’t drink wine by highlighting other seasonal produce grown on our property,” she said.

Tasting olive oil in Tuscany

Wine tastings epitomize indulgence, especially immersed in the heart of Tuscany, when visitors can savor glass after glass of Chianti, Brunello di Montalcino and Vino Nobile di Montepulciano. Salvatore Ferragamo Jr., chief executive of the Il Borro wine estate and grandson of the fashion house’s founder, encourages guests to find other ways to indulge.

“The olive harvests in the autumn produce the region’s spicy, piquant ‘green gold,’” said Mr. Ferragamo.

Il Borro, in Tuscany’s Valdarno, is a meticulously restored medieval village that includes 58 suites, three vacation villas, two restaurants, stables, working vineyards and olive groves. Olive oil production began in 1996, following the recovery of varieties like Frantoio, Moraiolo and Leccino that had long been neglected. Now, after touring some 80 acres of organic groves, guests can engage in a tasting experience of two distinct oils, one full-bodied with floral, fruity and grassy aromas, the other robust, peppery and dark.

Another option, Tuscan Organic Tours , offers immersive daylong experiences that delve into wine and oil but also other rich agricultural offerings. Delicious tours with private transportation highlight tastes and flavors that include Pecorino di Pienza, one of the most renowned Italian cheeses, saffron and fresh pastas. The tours include visits to organic farms, lunches, tastings, and opportunities to participate in cheese-making and saffron harvesting.

Follow New York Times Travel on Instagram and sign up for our weekly Travel Dispatch newsletter to get expert tips on traveling smarter and inspiration for your next vacation. Dreaming up a future getaway or just armchair traveling? Check out our 52 Places to Go in 2024 .

Open Up Your World

Considering a trip, or just some armchair traveling here are some ideas..

52 Places:  Why do we travel? For food, culture, adventure, natural beauty? Our 2024 list has all those elements, and more .

Mumbai:  Spend 36 hours in this fast-changing Indian city  by exploring ancient caves, catching a concert in a former textile mill and feasting on mangoes.

Kyoto:  The Japanese city’s dry gardens offer spots for quiet contemplation  in an increasingly overtouristed destination.

Iceland:  The country markets itself as a destination to see the northern lights. But they can be elusive, as one writer recently found .

Texas:  Canoeing the Rio Grande near Big Bend National Park can be magical. But as the river dries, it’s getting harder to find where a boat will actually float .

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The History of Moscow City

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Published: Feb 12, 2019

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