Why Hotels Need to Look Beyond Google Ads for Marketing

Consumer behavior has changed significantly in recent years, and hotels can no longer rely on search engine marketing alone to stand out among the competition and attract potential guests. Many consumers today ignore ads in search results, and instead prefer organic search results. In addition, a single touchpoint is often not enough to convince a consumer to make a booking. Therefore, it is important to have a data-based, medium-term strategy that encompasses all platforms and channels, so that everything appears unified to potential guests.

New customers who are unfamiliar with a hotel may not see the value in viewing a search engine ad. They may feel uninformed and overwhelmed by advertising. In addition, a single touchpoint is often not enough to convince a consumer to make a booking. In order to guide the customer journey and effectively reach potential guests, hotels should have a strategy that involves multiple touchpoints and targeted, strategic content. 

 This is where targeted hotel newsletter campaigns and social media presence can be more effective. It is important to note that the content should not be published unprepared and spontaneously, but rather in an absolutely strategic manner. Therefore, it is essential to have a data-based, medium-term strategy that encompasses all platforms and channels, so that everything appears unified to potential guests. 

Many hotels in the industry are still wasting money on ineffective search engine ads. They may also be failing to use guest data from past bookings to its full potential. Data-based hotel marketing is crucial in today's age, and when combined with a comprehensive strategy, can lead to success. Additionally, to providing excellent service and amenities it can lead to returning guests and a consistent occupancy rate, which provides planning security for the business. 

 The good news is that neither a hotelier nor a marketer really needs to take time to structure the data manually. Hotel marketing automation software, such as ADDITIVE+ MARKETING AUTOMATION, streamline the process of preparing data and serving the right touchpoints to target groups at the right time. This can save time and resources, while also helping hotels effectively guide and personalize the customer journey and optimize long-term occupancy rates. ADDITIVE specializes in supporting hotels with marketing automation, helping them achieve success with minimal effort. If you would like more information on marketing automation for hotels, we are happy to consult with you.