Hotel Marketing Trends For 2010

2009 was a very difficult year for hoteliers across the board and the prognosis for 2010 is not much brighter. 

Industry reports show that in 2010, hotels will continue to experience declines in revenue and profits, and the recovery is expected to be slow and painful. According to PKF Hospitality Research, in 2010 hotel occupancy will increase by only 0.4%, while ADR and RevPAR will decline further by 1.5% and 1.1% respectively.

So here are four marketing trends that hoteliers need to adopt in order to compete in these challenging economic times. 

E-mail – There has been a noticeable uptick in e-mail marketing over the past six months because of its cost efficiency and targeting capabilities.  We expect that trend to continue well into the third quarter of 2010.  E-mail provides a verifiable ROI and can integrate with other new media channels including social media and mobile.  The challenge for hoteliers is “inbox overload” and they will have to focus on customer preferences to compete.

Mobile – 2010 is the year that hoteliers must seriously consider making a sizeable investment in mobile marketing.  The ability to target ads on the phone and enable prospective customers to book direct is crucial to increasing traffic and conversions. With mobile phones becoming an increasingly important marketing and CRM channel, improving technology and awareness will soon allow hotel marketers to enhance the hotel guest interaction.

Social Media – Hoteliers experimented with social media like Twitter and Facebook in 2009 and must commit to making a serious effort to move beyond “Fan pages” to offer customer services through social channels.  Social media must be an integral part of their 2010 CRM campaign and begin using it as a dedicated resource for strategic services and direct communication with customers.

Online Videos – Printing and production channels have changed dramatically and going “green” is more than just a buzz word.  Hoteliers must invest in a video production that can be viewed on the hotel’s website to help “influence” a customer’s booking decision and incorporated into YouTube (the second largest search engine just behind Google) and Facebook.

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18 Comments

  1. Susie
    Posted January 13, 2010 at 8:29 pm | Permalink | Reply

    I find what you say interesting. I work at a company that deals with marketing for hotels and always love to learn more about the industry. Keep up the great work!

  2. Mary Jamieson
    Posted January 15, 2010 at 2:27 am | Permalink | Reply

    I find what you say interesting. I work at a company that deals with marketing for hotels and always love to learn more about the industry. Keep up the great work!

  3. Thaddeus Mazor
    Posted January 15, 2010 at 8:43 am | Permalink | Reply

    Online marketing is not just for the effective product, producing a website or for letting customers buy items online. Online marketing can likewise include how a business owner can employ a work team. The measure of people who are studying computers, web design, and learning to host websites proves just how successful online marketing can make the employer, the employees, and the independent contractors. And with a sufficient Internet savvy team, your business earnings can increase too.

  4. Jewel Mosson
    Posted January 16, 2010 at 12:01 am | Permalink | Reply

    Hotels need to figure out a way to find new distribution channels for the property that are not tied to commissionable sources like the big OTAs and other online agencies. I am often confused about their terms and conditions and if I would be better off booking directly with the hotel. My gut tells me that it would make more sense buying directly because I can deal directly with the hotel and not have the hassel of trying to get my reservation fixed through a third-party.

  5. Dev Piprottar
    Posted January 17, 2010 at 1:42 am | Permalink | Reply

    Jewel,

    You just hit on the nail. When you book with hotels directly, they have the full authority to cancel/modify the reservation. For Best Western Hotels, they guarantee best rates only directly at Bestwestern.com. Also, you get your questions about amenities, information on local attractions etc. answered better by hotel team directly.

    Dev Piprottar
    Best Western Luxbury Inn
    Rated #1 hotel in Fort Wayne, IN by tripadvisor and IgoUgo web sites.

  6. Salter Marson
    Posted January 19, 2010 at 9:24 pm | Permalink | Reply

    I have booked a few guest rooms with Hyatt via their mobile app. It’s easy to use and I can connect whenever I don’t have access to a computer.

  7. TOM
    Posted January 19, 2010 at 10:55 pm | Permalink | Reply

    Thanks for your post, I found it very interesting. Trying to wrap my head around it it’s mind boggling.

  8. Jennifer Haynes
    Posted January 20, 2010 at 11:37 pm | Permalink | Reply

    From what I have been reading, 2010 is not going to be much better than ’09 unless short-term business comes back in a big way. I spoke with a hotelier in Ft. Worth the other day and he said his business is beginning to pick up and that they are ahead of forecast. Mobile has a tremendous acceptability rating and there are so many people with smart phones that hoteliers should see this as a goldmine.

  9. Jacob A. Swanson
    Posted January 21, 2010 at 3:15 am | Permalink | Reply

    I really like your posts and keep up the great job! Very informative and timely information. You must have been in the marketing sector for quite some time. Keep up the great work.

  10. Robert Jenkings
    Posted January 23, 2010 at 7:37 am | Permalink | Reply

    Just want to say your article on Hotel Marketing Trends is quite interesting. The clarity in your post is simply striking and I can take for granted that you are an expert on this subject matter. Every site, hotels included, should have a good mix of marketing tools that contain video, apps, and social links that enable customers and prospective customers to continue to keep in touch.

  11. George F. Tyson
    Posted January 23, 2010 at 9:09 pm | Permalink | Reply

    I have seen more email marketing over the past six months than I have over the past two years. It seems more like junk mail because I don’t feel that most of these campaigns target my specific needs.

  12. Ken Silben
    Posted January 24, 2010 at 1:14 am | Permalink | Reply

    Great blog! I really enjoyed reading your posts. I’ve also bookmarked your blog to stay in touch with your news.

  13. Marlia Hines
    Posted January 24, 2010 at 2:20 am | Permalink | Reply

    Hi, great stuff!! bookmarked 🙂 Thanks and regards from Detroit!

  14. Carlotta Balling
    Posted January 25, 2010 at 5:02 pm | Permalink | Reply

    Great info. Although our business has been down over the past two years we are hoping that the meetings and events industry will turn the corner later this year. We are beginning to see a rise in requests for short-term business so the “indicators” seem to point in the right direction.

  15. Kirk Hamlin
    Posted January 27, 2010 at 5:35 am | Permalink | Reply

    I enjoyed your post and look forward to continuing to receive your future posts! Nice job!

  16. Jennifer Haynes
    Posted January 27, 2010 at 10:39 pm | Permalink | Reply

    These technologies and initiatives are so important for our brand and the future of hotel marketing in general. You guys are on with this one.

  17. Jolie Armant
    Posted January 28, 2010 at 12:29 pm | Permalink | Reply

    Can I ask a question, I’m very interested in finding out people’s opinions on whether they’re finding PPC (Pay Per Click) is becoming more expensive and whether optimisation is the best way to go? Thanks,Jolie

  18. Chris Randolf
    Posted February 2, 2010 at 5:47 am | Permalink | Reply

    Keep up the wonderful writing. I loved reading your posting. Thanks

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