In today’s hospitality landscape, traditional marketing alone won’t cut it. Guests are discovering, booking, and reviewing hotels through digital channels—and your strategy needs to meet them there.
As hotel executives and commercial teams, we must evolve from static campaigns to dynamic, data-driven marketing. That means understanding the full digital funnel and using every tool—paid, owned, and earned media—to guide guests from awareness to advocacy.
The Evolution of Hotel Marketing
Marketing has shifted from print ads and brochures to search engines, social media, and email. This isn’t just a trend—it’s a transformation. Hotels that embrace digital tools are seeing stronger engagement, better conversion rates, and more loyal guests.
Understanding how marketing has evolved helps you position your property where your guests are looking—and booking.
The Power of Paid, Owned, and Earned Media
Each media type plays a role:
- Paid media drives visibility—think Google Ads and social campaigns.
- Owned media builds relationships—your website, email list, and CRM.
- Earned media builds trust—guest reviews, social shares, and press coverage.
The magic happens when these work together. A guest sees your ad, visits your site, signs up for a loyalty offer, and leaves a glowing review. That’s the funnel in action.
From Funnel to Loyalty: Guide Every Step
Digital marketing isn’t just about getting clicks—it’s about guiding guests through every stage of their journey. From discovery to booking, and post-stay follow-up, each touchpoint matters.
Use data to personalise offers. Segment your audience. Time your messages. These aren’t just tactics—they’re growth strategies.
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