Amid the ongoing COVID-19 crisis, hotels have seen a huge drop in revenue and as a result are trying to figure out a plan to bounce back. In this scenario, there are multiple strategies that a hotel can apply, the most important of them being a marketing plan.
Since your hotel is temporarily closed and there is no revenue, the budget allocation for each aspect of your hotel will be drastically adjusted. The common aspects in which an independent hotel allots budget for are utilities, staff salaries, rent, and OTA commissions. The bigger hotels however, have the capacity to extend their budget on extraneous resources like marketing, customer care, and revenue management.
However, whether your hotel is big or small, you should allocate budget on marketing, especially during the COVID-19 pandemic.
The need of the hour: Hotel Marketing amid the 2020 COVID-19 crisis
Hotel marketing is important because it creates a bridge between your services and your guests. You may have the best hotel service, but if no one knows about your property, you will not get bookings. During the COVID-19 pandemic, most people are staying at home which gives them more time to consume digital content. In fact, Facebook usage in some countries increased by 50% and hoteliers can use this advantage for better online visibility.
Advantages of hotel marketing
1. Improves your brand image
If you are doing online marketing, your hotel becomes more visible on social media and Online Travel Agencies (OTAs). When your hotel is seen on these platforms, you can be seen by more people and thus you can highlight your unique selling points to attract more guests. Clearly showing what services you offer improves customer trust.
2. Better recall value
If guests keep on seeing your hotel across marketing channels that they are exposed to daily like online travel agencies (OTAs) and social media, your hotel will have better recall value. And now that your hotel is more visible than before, it increases the likelihood of it being the guests’ top choice.
3. Builds better customer relationship
Exposure to social media and online marketing channels allows your customers to reach out to you easily. Even when the quarantine gets lifted, guests will still have trust issues. You can interact with them proactively and communicate that your hotel is safe post-quarantine.As every hotelier knows, constant communication is the key for better customer relationships.
4. Attract new customers
You need to try to reach new customers actively because as per industry standards, only up to 23% of your guests can become repeat customers and you cannot rely on that to sustain your hotel business. Without extensive marketing channels, it will be difficult for people to discover what your hotel has to offer.
5. Create loyal customers
Since online retention is increased, customers are reminded of their good experience and are bound to return. By consistently engaging with your audience through your marketing channels, you ensure that they remember you when they are ready to book again. In the long run, investing in smooth guest communication helps in getting repeat customers since they are already engaging with your business.
Your marketing budget should fit your business. While it may be necessary to make cuts in a few areas right now, you should always keep a budget for marketing.
Why ZEN eManager is the marketing option you need to consider:
ZEN eManager has a cloud-based Property Management Software, Channel Manager, and the ZEN Pricing Model. Additionally, it comes with an exclusive listing on www.zenrooms.com, which gives more visibility to your hotel at no extra cost.
Marketing benefits of zenrooms.com listing
Zenrooms.com is an online booking website exclusive to ZEN franchisees and eManager hotel partners only. Just like the popular online travel agencies (OTAs) Booking.com and Agoda, zenrooms.com connects your hotel to almost 1 million guests monthly, as per website visits.
Zenrooms.com is an online booking website exclusive to ZEN franchisees and eManager hotel partners only. It connects your hotel to almost 1 million guests monthly (as per website visits). Exclusive hotel partners also have the chance to be featured on ZEN Rooms’ social media channels with more than 1 million followers across southeast Asia. Imagine the reach!
To know more about ZEN eManager, book a meeting at: www.zen-hs.com/book-a-meeting.