LAW Creative was established with the sole purpose of helping businesses thrive in the hotel and leisure sectors – and we’ve succeeded, winning a series of awards from the Hotel Marketing Association for our work with some of the most renowned hotel and leisure brands in the UK.
We’ve succeeded in boosting business for these brands because we understand the challenges of the fast-changing travel and integrated hotel marketing business. One of the biggest changes in hotel and hospitality marketing of recent years, is how technology is used.
TRAVELLERS ARE MORE MOBILE
The Travel & Tourism industry supports 266 million jobs worldwide and generates 9.5% of global GDP. And it’s growing too; by 2024 PWC predicts it will have increased to 10.3% of GDP. Digital technology has had a big impact on every aspect of business, but this has been particularly evident in the hotel marketing sector, where mobile bookings are set to overtake web bookings for the first time in history and where 60% of today’s hotel guests would rather purchase guest services via technology, rather than interact with a real person.
What’s really interesting about this technological change is that it’s all supplementary to the core service provision of hotels and associated leisure marketing facilities. Technology cannot replace the core provision in terms of the hotel room itself. Or can it?
The first wave of technology re-invented how people search for hotels and hospitality or leisure facilities. This is now well established across both web and mobile platforms as hotels and the wider leisure industry market themselves to make the buying experience better, including the booking, check-in and checkout. The second wave of technological development is enabling people to digitally consume experiences associated with hotel leisure or business hospitality. A good example of this is the tie up between Google Maps and Air BnB, which allows people to identify places and experiences beyond the core hotel facilities that enhance their stay, making it more memorable or valuable to them. We pioneered this type of work with Hotel Indigo and the IHG meetings planner.
THE TIME FOR A CHANGE IN HOTEL MARKETING IS NOW
We are within what’s been described as a cross over period in terms of the rise of digital natives, or millennials as they are also described. Between now and 2018, millennials and millennial behaviour will continue to grow amongst the global hospitality, leisure and hotel sector, after which the millennials will become the dominant and majority force amongst global leisure sector customers. This means that you’ve only got a year or two at most to make sure you have a strategy that’s right for the digital age, one that meets the needs of ‘digital transitionals’ and ‘digital natives’.
As well as getting your hotel marketing agency to develop a business strategy that’s fit for the digital future, understanding the customer of the future means re-considering who your competitors are. House swaps and Air BnB are redefining where the competition to hotels and leisure facilities will come from. Big businesses such as P&G are redefining the business meeting space with initiatives such as their Clay Street Project, which created an innovative and collaborative meeting space for their employees to conduct business meetings, and projects such as Pecha Kucha are creating co-working events for the modern millennial. These trends present opportunities as much as competition for progressive hotels that are prepared to embrace what’s new and reassess their customer offering.
CHECK IN WITH LAW CREATIVE – SPECIALIST HOTEL MARKETING AGENCY
So, in the midst of all this reinvention, how can LAW Creative help? Firstly, we can help you understand your customers better, not simply as target groups or profiles but as real people. Our insight and analytics capabilities use data to help understand their needs and desires and map these against current capabilities, identifying areas for innovation and digital development.
Secondly, our multi-skilled teams use their creative and digital skills to devise effective marketing solutions to meet your needs, whether it’s improving occupancy rates or increasing uptake of facilities through CRM and digital customer experience. With the years of knowledge we’ve gained developing marketing to support hotel and leisure businesses like yours, we’re a hotel marketing agency that's structured to provide a mix of intelligence and capability to address the challenges you face.
Finally, within the agency we have the tools and processes to deliver marketing efficiently and effectively – and, critically, to measure it with our own collaborative management tools, such as LAW Amp and our digital dashboard reporting suite.
Here’s how we’ve been helping some of our hotel marketing clients compete in one of the world’s most competitive commercial landscapes.
InterContinential Hotels & Resorts
“Our Responsible Business Day initiative in partnership with National Geographic’s Center for Sustainable Destinations was a worldwide success! Much of this success came from the initial engagement created amongst our General Managers and colleagues as a result of the well-designed and simple-to-use Responsible Business Day Toolkit. LAW Creative was instrumental in the creation of the campaign as well as the successful implementation into our hotels.”
Vice President Global Brand Management, InterContinental Hotels & Resorts
“I’d like to thank you and the team for a world class job in the production of our conference media. As you may have heard, the conference was a roaring success, due in no small part to the power of the ‘Out in Front’ message communicated by LAW Creative.”
Coo UK&I/Head of Europe Operations Performance And Support
“LAW Creative has been an absolutely great partner to work with on multiple projects for the Hotel Indigo brand. It has been the ‘go to’ agency, especially when we are faced with challenges such as tight deadlines, budget constraints or the need to provide more creative solutions. Throughout all the projects we commissioned with them, LAW Creative demonstrated a true understanding and affinity with our brand that was above and beyond my expectation. From a simple brochure, to the Owner Conference in Athens 2014, to coming up with a creative solution for delivering our Neighbourhood Stories to our owners, it has been a reliable partner that offers great flexibility and ability to deliver.”
Director, Brand Management Europe
“LAW Creative provide marketing communications and digital services for the UK & Ireland Managed Estate. Previously LAW worked across the EMEA team on local marketing. In total LAW has been working with IHG for eight years. The agency is immersed in our brands, they are hotel and leisure marketing specialists and over the years have proven an excellent marketing agency partner.”
“LAW are creative, price competitive, offer excellent response times and are ROI aware. LAW work as an extension of the marketing function within the Managed Estate, rather than a supplier, which provides them with an unrivalled understanding of IHG’s business from F&B to corporate sales. LAW also benefit from relationships across the business matrix and at all levels from Marketing Exec to VP.”
Marketing Director, InterContinental Hotels Group
'LAW Creative is consistent, reliable and innovative and always comes up with the goods at the right time’
Grant D Hearn
‘The sharpest sales growth we have experienced in the past four years'
Group Restaurants Operations Manager,
House Of Fraser