4 MINUTE READ
Hotel marketing needs a reality check, a wake-up call, a swift kick in the right direction. It’s time to break free from our social media marketing addiction and refocus on strategies that yield real, tangible results.
It’s been well over a decade since social media went mainstream, and hotels of every category are caught in a tornado of content calendars and clever captions. Whether on Instagram, Facebook, TikTok – you name it, they’re all there – endlessly posting filtered photos of their swanky suites and rooftop infinity pools. But, hold on a second! Is this really the golden ticket to success in the hotel industry, or have we all just overpaid for the cheapest seats at an overcrowded event?
One Size Does Not Fit All
First things first, let’s drop the notion that every hotel is cut from the same cloth. It’s like comparing apples to oranges, or in this case, comparing a roadside motel to a luxurious beachfront resort. One is a pit stop for weary travelers, while the other is an oasis of opulence. The marketing strategy for each should be as different as night and day.
Of course, a luxury resort can be a destination in itself and plays a major part in their guests’ travel stories. With all of the amenities and events on offer, it makes perfect sense for luxury hotels to invest in a robust social media presence.
Think about the other side of travel – does that select-service hotel by the airport need a fancy Instagram account with meticulously curated posts each week? Probably not. But, you’d be surprised at how many hotels are pouring their hard-earned dollars into the social media abyss, hoping for a miracle. News flash: It ain’t gonna happen!
Before the rise of social media, hotel marketers were out in the real world, rubbing elbows with local businesses, building relationships, and securing group bookings. They were placing eye-catching ads in relevant publications and putting in the hard work to win business for their hotels. It was a time when Account-Based Marketing was the name of the game, targeting significant local relationships to keep the rooms full.
Social Media Saturation
Fast forward to today, and we’re in a world where “likes” and “shares” are treated with nearly the same seriousness as dollars and cents. Hotel marketers have become hopelessly addicted to influencers and impressions, thinking they’ve struck marketing gold. But let’s be honest here – it’s a wild goose chase.
This overzealous focus on social media is not only lazy; it’s downright wasteful. It’s like trying to fill a swimming pool with a sieve – sure, some water gets in, but you’re losing most of it. Meanwhile, effective marketing tactics, like Google My Business and YouTube Ads, are sitting in the corner, neglected and ignored.
This overzealous focus on social media is not only lazy; it’s downright wasteful.
to call out sponsored content and fake influencers
Let’s not kid ourselves. The lure of an influencer’s audience can be blinding. But, here’s a reality check – many of those influencers are often nothing more than digital charlatans who bought most of their followers from a bot farm in Moldova. Their “reach” is about as genuine as a cubic zirconia, and you’re giving them real money for phony fame.
And let’s not forget the sheer noise on social media. Everyone’s feed is saturated with nonstop ads and suggested posts. It’s like trying to have a conversation in a rock concert – good luck being heard! The pressure to create viral content is a never-ending treadmill that leads to burnout and diminishing returns.
Diversify Your Strategy
Hotel marketers need to wake up and smell the coffee. Not every guest is impressed by a perfectly filtered Instagram photo. Some travelers trust reviews over everything, while others are swayed by old-fashioned ad campaigns. As your mom used to say, “Just be yourself” and stop trying to pretend your hotel is more interesting than it really is. You need to acknowledge your hotel’s true USP and diversify your marketing plan accordingly to go beyond the confines of the social feed.
So, what’s the real-world solution? Instead of throwing money down the social media black hole, why not invest in meaningful partnerships with local businesses? Forge relationships that lead to corporate bookings, group events, and a steady stream of loyal customers. It’s like planting seeds that grow into a robust and sustainable garden.
Account-Based Marketing isn’t the only alternative to social media.
- Google My Business Optimization ensures that when someone searches for a hotel in your area, your name and website pops up with all the essential details.
- Google’s Performance Max empowers hotel marketers to easily manage campaigns across Search, Display, YouTube, and Discovery networks.
- YouTube Ad Campaigns can showcase your hotel’s unique charm to highly targeted audiences across any market segment. It’s about being where your audience is, not where the marketing trends tell you to be.
It’s high time for hotels to snap out of the social media trance. The opportunity cost of misallocated resources is staggering. There’s a world of potential waiting beyond the confines of Instagram filters and influencer endorsements. Hotels need to get back to basics, tailor their strategies to their unique market segments, and stop wasting precious time and money on a marketing fad that might as well be a mirage.
About Accommovision
We deliver results-driven imagery to ignite demand for hotels, resorts, and luxury properties. From stunning photography to breathtaking videos, we strategically empower you to captivate your target audience and leave a lasting impression.
Our unique blend of creative prowess and technical proficiency ensures your visual content reaches the right audience – driving revenue growth to maximize your marketing investment. Elevate your image and stand out from the crowd.
