Today, hotel digital marketing is no longer just about personalisation. While it’s still a key player, there’s so much more happening that’s reshaping how hotels connect with guests. As a marketer working in a hotel or hospitality business, if you want to stay ahead, you need to keep up with the shift.
In this article, we’ll explore 7 key trends driving this transformation – and why ignoring them could put your hotel at risk of falling behind.
The shift from third-party to first-party data
For years, third-party cookies helped hotels track potential guests and target them with personalised ads. But with new data privacy regulations and browsers phasing them out, hotels must shift their focus to first-party data – the information collected directly from their own guests.
One of the most effective ways to manage this shift is by investing in a Customer Data Platform (CDP). A CDP centralises all guest data, enabling hotels to create richer, more accurate guest profiles. This not only improves targeting but also enhances the guest experience through personalised communication.
Moreover, loyalty programs become even more valuable. Guests who regularly engage with loyalty programs share long-term data, allowing hotels to fine-tune their marketing efforts and offer tailored incentives that increase guest retention.
Check out our latest release: the CDP whitepaper, which answers all your questions about CDP, from its unique role in hospitality to a handy checklist that helps you decide if your hotel needs it.
Short-form video content for maximum impact
TikTok is no longer just for viral dance challenges, it’s becoming a powerful tool for content creation. One key reason? Because it’s evolving into a go-to search engine.
Modern travellers, especially millennials and Gen Z, are turning to TikTok to discover hotels, destinations, and unique experiences. By using the right hashtags and trends, hotels can increase their visibility and showcase what makes their property stand out.
Even if you have a small brand without a massive following, TikTok’s algorithm is designed to push engaging content to the right audience. This means every hotel has the chance to go viral, reaching thousands of potential guests with just one creative video.
Additionally, TikTok offers hotels the opportunity to leverage hyper-localized marketing. Short videos, which highlight nearby attractions, local events, or partnerships with nearby businesses, can position the hotel as a key part of the local experience. And with travellers today actively seeking these authentic, local connections, it’s the perfect way to capture their attention and drive bookings.
Leverage micro and nano influencers
Compared to their macro counterparts, micro and nano influencers typically have a more engaged and loyal following, even with fewer followers. Why? Because their content feels real, relatable, and authentic.
For hotels, this means an opportunity to tap into highly engaged, niche audiences. Whether it’s a local experience or a luxury retreat, working with smaller influencers allows hotels to reach travellers who are genuinely interested in the specific experience offered.
Another perk of collaborating with these influencers is that it’s easier to build long-term partnerships. Micro and nano influencers tend to value consistent collaborations and often stay loyal to brands they connect with. For hotels, this means ongoing content creation, more authentic promotions, and a steady stream of social proof for potential guests to see.
UGC: turning guests into marketers
For modern travellers, nothing is more trustworthy than seeing actual guests share their experiences. UGC not only builds trust but also acts as powerful social proof, showing that real people love staying at your property.
One of the best things about UGC is its versatility. You can easily repurpose guest content across your social media platforms, websites, and even digital ads. Featuring real guest experiences on your booking page can increase conversions, as potential guests trust UGC far more than branded content.
Moreover, UGC can be leveraged for personalisation. By analysing guest posts and reviews, hotels gain valuable insights into what appeals most to their audience, allowing them to tailor future marketing campaigns more effectively.
The future of guest engagement: metaverse and virtual spaces
Virtual spaces give hotels an immersive way to engage potential guests before they even arrive. With 3D virtual reality, guests can explore rooms, amenities, and the surrounding area. Reports show that hotels with virtual tours on their websites see 50% more clicks and 87% more views, and 75% of consumers state that VR positively impacts their decision to book.
But it doesn’t stop there. You can even host virtual events and experiences within the Metaverse. From conferences and corporate events to virtual wellness retreats, the possibilities are endless. These virtual experiences not only offer new revenue streams but also provide a way to engage with a global audience in a more interactive and meaningful way.
Voice search optimisation: speak your guests’ language
With devices like Alexa and Google Home increasingly present in homes and hotel rooms, optimising for voice search is a must for hotels in 2024. Unlike traditional search, voice search is conversational and often posed as a question. For hotels, this means you need to adapt SEO strategies to match how people speak, not just how they type.
By focusing on natural, question-based keywords, hotels can ensure they’re found when potential guests ask, “What’s the best hotel near Central Park?” or “Where can I find a boutique hotel in Paris?” Optimising for voice search also requires a mobile-friendly, fast-loading website that provides clear answers to common guest queries.
Local experience marketing to create authentic connections
Guests are no longer just looking for a place to stay – they want an experience, one that immerses them in the local culture. This is where local experience marketing comes in. By partnering with local businesses, attractions, and tour operators, hotels can offer exclusive packages that give guests a taste of the authentic local vibe.
Highlighting these partnerships in your digital marketing can make a big difference. Instead of just promoting a room, you’re promoting a complete experience, whether it’s a wine-tasting tour at a nearby vineyard, a sunset cruise, or a culinary experience with local chefs. Guests are drawn to the idea of living like a local, and this approach can turn your hotel into a gateway to the destination.
Plus, these experiences often generate more UGC, as guests are more likely to share their unique adventures on social media, further promoting your hotel organically.
The secret: keep guests at the centre of it all
While keeping up with the latest digital marketing trends is vital, never lose sight of the most important element – your guests. Technology is only valuable if it enhances their experience.
At the end of the day, hospitality is about building relationships and making your guests feel valued. Trends like the metaverse, UGC, and voice search are powerful tools, but they should serve one purpose: to create seamless, personalised experiences that put the guest first.
In this sense, as you adopt new strategies and technologies, always ensure that your guests remain at the centre of every decision you make. Because in this industry, it’s the human connection that turns a visitor into a loyal guest.
