Online hotel marketing is successful when the product is communicated to the right audience in an authentic and engaging way.

Close to the Guest

On their way to booking, guests need a wide range of content and information to encourage them to make a vacation decision. While in the inspiration phase, emotional images and aspirational messages draw the guest's attention to the hotel (e.g. in the social media ad on Facebook), the purchase phase sometimes requires clear information and facts that remove the last doubts (e.g. on the landing page).The better hotels manage this communication along the customer journey, the more likely the guest is to feel engaged, book a stay, and increase occupancy at the hotel.

Personalized Communication

In order to best respond to the guest's needs, a well-thought-out online marketing strategy must ensure that all measures mesh with each other and lead to the desired success. This happens when the content is understandable to the guest.Dynamic landing pages are an excellent example of this. A landing page is a web page that appears after a click on an ad or newsletter. The goal is to get the user to take a specific action, such as making an inquiry or reservation. These pages are most effective when they are dynamic, meaning they change their structure depending on the content of the ad: If a family deal is advertised in the newsletter, the family rooms appear on the landing page for selection. The Facebook ad with offers for skiing and snowshoeing leads to the winter landing page. This approach increases the likelihood of a booking.