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Hotel marketing

We’ve worked on direct marketing, advertising, digital and promotional campaigns for Hilton Hotels, Marriott, Crowne Plaza, Holiday Inn, Premier Inn and Thistle.

Over the last ten years we’ve spent millions of pounds on behalf of these organisations against hundreds of briefs to achieve greater revenues from their hotel operations.

There is little we don’t know about the direction of marketing funds, however big or small, into areas of hotel operations that will generate the most revenue for the smallest amount of spend. Our expertise is in hotel marketing.

“Even now when times are hard most hotels still live in the data capture dark ages.”

In these recessionary times clients are seeking and monitoring return-on-investment (ROI) for the cheapest promotional poster to the largest advertising campaign. The message is if it’s not revenue generating and you can’t demonstrate that it forms part of a fully thought out marketing strategy with ROI monitoring, then you can’t do it!

When it comes to rooms, most hotel groups have got corporate sales covered. Bookers, Agents, Sales Groups and Direct Corporate Sales all go to make up the bulk of the business. In addition CRM and Loyalty Clubs are well catered for. But even here hotels have entered a time of uncertainty with client companies seeking ever more competitive solutions for business travel in a market place that is less robust than it was even two years ago!

Of course statistically those companies that continue to advertise at a reasonable level during recessionary periods and especially those companies that clearly demonstrate empathy with their customers during these times of uncertainty will emerge stronger than their competitors as business returns and the economy recovers.

But here’s the amazing thing. Even now when times are hard most hotels still live in the data capture dark ages. They often do not have current and clean email addresses. There is often no care taken to ensure that stayers address details are clearly and properly completed on check in. And most nights thousands of customers come and go without the hotel properly knowing who they are, why they have chosen a particular brand or what they have liked or disliked about their stay. Testament to this is the fact that sites such as Trip Advisor is often used by hotels themselves to find out what their customers think about their experience at their hotel!

And it gets worse. Not only are many hotels unable to reliably communicate with their customers via clean data but they often are not communicating with them even whilst they are staying in the hotel.

Budgets are tight but research shows that customers in general are still prepared to spend money. The Mintel 2009 Consumer Trends Predictions Report tells us that; we are not compromising on health and wellness. Vacations have turned into ‘staycations’, whereby we are swapping expensive trips for local splurges. People are getting back to basics but they are still spending on treats and still responding well to those companies that clearly demonstrate empathy and who send well thought out and product friendly ‘you can count on us’ messages to them. But as ever it will be the powerful, time tested brands that could be the biggest winners in 2009/2010, if they protect their reputations. New entrants (say Mintel) will have to work harder to establish credibility and trust!

“...the big difference between this recession and all of the previous ones is the digital revolution.”

And when it comes to hotel marketing, product and service innovation may also be key to achieving incremental revenue from existing guests and provide a way of attracting external users of lounge, meetings, health clubs and other hotel services.

However, the big difference between this recession and all of the previous ones is the digital revolution. The goods news is that those companies that embrace it and ensure that websites are relevant, innovative, on brand, user friendly and fully search engine optimised will reap huge rewards. Emarketing is fast, efficient and targeted and hugely cost effective (see our digital section in the about us page on the LAW site). Hotel marketing has never been so affordable!

If you believe that your hotel is not correctly addressing any area of your business that would potentially respond to a revenue generating marketing response whether it be; In-Room Dining, Restaurant, Cafe and Bars, Lounge, Meetings, Weddings, Events or Short Stays, LAW Creative will be able to provide you with a cost effective marketing response. LAW Creative is one of the only agencies in the UK who specialise in the hotel and leisure marketing arena. We’re experienced, we know what works and we’re a proven track record in hotel marketing success. 

‘LAW Creative is consistent, reliable and innovative and always comes up with the goods at the right time’ Grant D Hearn (currently CEO Travelodge) ‘The sharpest sales growth we have experienced in the past four years’ Robert Ancill, Group Restaurants Operations Manager, House of Fraser. 

‘The people at LAW Creative are intuitive and proactive in the delivery of our new member acquisition and marketing campaigns. They have been pivotal in further enhancing David Lloyd Leisure's position as Europe's premier racquets, health and fitness club group.’
David Brosse, Head of Digital & Marketing Communications, David Lloyd

For a full list of testimonials or for case study presentations, call Keith Sammels on 07884 233131.