But I really enjoyed the case studies. Use your trip adviser reviews and guest feedback to mold your marketing message - interesting concept that everyone can utilize.
It's about what THEY SEE AND DO and not about what YOU think they are seeing and doing.
Actual hotel case studies:
We recently worked with a client that was a historical monument. The hotel had been home of many historical celebrities that had written books, poems, symphonies there – even famous paintings worth millions were painted from the window at the hotel.
Logically this was a tremendous marketing advantage for the hotel. It was all over their brochures, site and advertising. But the hotel was failing despite all this marketing.
After a careful study of all the online reviews of the hotel, it was obvious that their potential future guests didn’t much care about what their other guests did in the past. They came to the hotel for the same reasons that the celebrities came to the hotel – a unique setting and view.
All marketing elements were re-done for the hotel. We scrapped absolutely everything and started from scratch. All of the focus was placed on the setting and view. The results were immediate.
Another hotel had just renovated their property with some of the most exquisite materials available. Each tile or piece of furniture was of the finest quality, and this was a luxury boutique hotel destined to be great success. Obviously everybody knew that “luxury” was going to be a unique selling point for the hotel. So the marketing efforts, press releases, and communications material were all focused on the fine materials and luxury offered.
Not so quick… we studied the hotel’s reviews to find out what people were saying about the hotel. To everyone’s surprise nobody mentioned any of these great products and fine brands but they were all commenting on the hotel’s close proximity to several monuments.
It surprised us because the hotel wasn’t that close to those monuments from a local viewpoint. But in the eyes of the consumer that was the hotel’s biggest advantage. So we changed the site, the marketing and everything to reflect what the guests were saying. The results were almost immediate, and sales through the hotel’s website took off in ways nobody had imagined.
And one more
Apex Hotels is one of the most successful urban hotel brands in the UK, and has made semantic analysis a fundamental part of determining their marketing strategy. “It enables us to instantly understand our unique selling propositions – from the guests’ perspective,” says ecommerce executive Amy Spark.
For example, the team realized their location is much more important to guests than their food offerings, so they played this aspect up in their collateral. The results were impressive. “Semantic analysis ensures we are connecting with our audience, and communicates what they are looking for.”
There is more to review analytics than reputation management. Review analytics are a vital tool for guiding marketing messages to reflect what guests appreciate most about your hotels, and avoid topics that guests don’t care about or aren’t interested in.
Make an effort to understand what your guests are saying about you, combine that with your marketing research, and you’ll have a formula for powerful promotions.