{"id":9329,"date":"2019-07-22T09:46:33","date_gmt":"2019-07-22T07:46:33","guid":{"rendered":"https:\/\/www.hotelinking.com\/en\/?p=1016"},"modified":"2025-10-19T10:14:33","modified_gmt":"2025-10-19T08:14:33","slug":"four-ways-improve-awareness-hotel-brand","status":"publish","type":"post","link":"https:\/\/www.hotelinking.com\/en\/blog\/hotel-marketing\/four-ways-improve-awareness-hotel-brand\/","title":{"rendered":"Four ways to improve the awareness of your hotel\u2019s brand"},"content":{"rendered":"\r\n

Nowadays, thankfully, there are several techniques that can help us leave a greater impact on our clients and generate a greater awareness of the hotel brand, especially by employing the right technology and implementing an appropriate direct sales strategy. So, what are the techniques?<\/p>\r\n\r\n\r\n\r\n

1. Advertising through Google Ads.<\/strong><\/strong><\/h2>\r\n\r\n\r\n\r\n

The\r\nreliance on OTAs (Online Travel Agencies) and other commissioned channels is a\r\nreality for many hotels when trying to achieve high occupancy rates. However, obtaining\r\nbookings through its direct channel<\/strong> proves to be more beneficial, as this\r\nentails a smaller investment on required commissions. This also has other\r\nadvantages, such as potentially improving the brand\u2019s image, which in turn will\r\nhelp it to retain its guests<\/strong>.<\/p>\r\n\r\n\r\n\r\n

It is\r\nfor this reason that, in general, the hotels that advertise through Google Ads\r\n\u2013 or via other channels, such as Facebook \u2013 design their online advertising\r\ncampaigns with a view to obtaining more direct bookings. This also allows\r\nhotels to reach more specific cohorts<\/strong> of their target audience.<\/p>\r\n\r\n\r\n\r\n

When\r\nusers start planning their holidays online, using search engines such as\r\nGoogle, they are much more susceptible. As such, online adverts allow you to create\r\nbrand awareness directly<\/strong>, improving the image of the hotel through its\r\nofficial channel rather than through the commissioned channel, where other\r\ncompeting hotels are also present.<\/p>\r\n\r\n\r\n\r\n

In a study conducted by Google and Ipsos MediaCT<\/a>, 800 consumers were asked to search for specific key words and check their results. When asked which brand came to mind first, the brand always appeared in a Google Ads advertisement<\/strong> when searching for said key word. The study therefore proved how the presence of a brand in a paid advertisement can increase its brand awareness by up to 80 %, regardless of whether or not the clients even click on the ad.<\/strong> Clients will consider each hotel brand that appears as a potential option for booking their holidays.<\/p>\r\n\r\n\r\n\r\n

Users, when searching on Google, are much more mentally receptive.<\/p><\/blockquote>\r\n\r\n\r\n\r\n

2. Influencer marketing.<\/strong><\/strong><\/h2>\r\n\r\n\r\n\r\n

We\r\nare all aware of the power of recommendations. Maintaining real contact with\r\npeople, whether in the holding of an event or a conference, allows you to\r\nintroduce your brand to different figures, which may pave the way to them\r\nrecommending your company to their followers.<\/p>\r\n\r\n\r\n\r\n

The\r\npublic figures who will significantly increase your hotel\u2019s brand awareness are\r\nknown as influencers<\/strong>. This phenomenon \u2014 even though, for many, they are\r\nnothing more than people with lots of social media followers \u2014 offers\r\nintriguing opportunities in which you could profit from the influence of these\r\npeople over their audience.<\/p>\r\n\r\n\r\n\r\n

In\r\nfact, the reach of influencers will allow you to attract new audience\r\ncohorts<\/strong> who, until now, may not have been considered by the hotel. This\r\nwill bring together your target market and its own audience, thereby increasing\r\nyour brand\u2019s reach.<\/p>\r\n\r\n\r\n\r\n

Influencers\r\nhave developed a strong relationship with their followers, which can give a\r\nreal boost to your hotel\u2019s branding.<\/strong> Followers place their trust in\r\nrecommendations made by influencers, and could even provide an opportunity to\r\nyour service. Even if their followers do not end up making a reservation at\r\nyour hotel, influencers will get people talking about your brand<\/strong>, which\r\nimproves your positioning.<\/p>\r\n\r\n\r\n\r\n

However,\r\nwhether holding events or seeking collaboration agreements with influencers,\r\nthis shall entail a special investment as part of your hotel\u2019s marketing\r\nstrategy.<\/p>\r\n\r\n\r\n\r\n

3. Email marketing.<\/strong><\/strong><\/h2>\r\n\r\n\r\n\r\n

One\r\nof the most efficient practices for generating brand awareness amongst your\r\nguests is to send them personalised emails.<\/strong> Your clients constantly\r\nreceive emails that are of zero value to them, deleting them straight away or\r\nmarking them as \u2018spam\u2019.<\/p>\r\n\r\n\r\n\r\n

Make\r\nsure they don\u2019t do this with emails from your hotel by personalising the\r\ncontent. To do this, you\u2019ll need to segment your data base.<\/strong> By sending\r\npersonalised correspondence to your clients after their stay with content that\r\nthey deem to be valuable and interesting<\/strong>, the brand will leave a more\r\npositive impact on them. <\/p>\r\n\r\n\r\n\r\n

But, how\r\ndo you personalise these emails?<\/strong> To do so, you need to know the interests<\/strong>\r\nand consumption type<\/strong> of your guests. For example, how much time they\r\nhave spent in your hotel, which destinations they tend to visit, whether they\r\nprefer travelling solo or with company, etc. By doing this, each cohort will\r\ncorrespond to a specific interest, allowing you to send the same personalised\r\nemail to a defined segment on of your audience. This yields benefits for\r\nboth parties<\/strong>: you provide your clients with an offer or promotion that is\r\nof interest to them, and your brand is perceived to be of greater importance by\r\nyour audience.<\/p>\r\n\r\n\r\n\r\n

Of\r\ncourse, the compilation of this information requires you to maintain a large database<\/strong>\r\ncontaining information (Hotel Data) that is of huge value for your brand. For\r\nthis, you will need to use technology that has been specifically designed\r\nfor the hotel industry.<\/strong> By doing this, you will be able to create a data\r\nbase of key information that helps you to perform suitable direct marketing\r\ncampaigns.<\/p>\r\n\r\n\r\n\r\n

Thanks to Hotel Data, you will be able to personalise your emails and increase brand awareness amongst your guests.<\/p><\/blockquote>\r\n\r\n\r\n\r\n

4. Social media marketing.<\/strong><\/strong><\/h2>\r\n\r\n\r\n\r\n

It is\r\nvital for hotels to maintain a strong social media presence.<\/strong> This is\r\nwhere guests share their anecdotes and memories, occasionally talking about\r\ntheir experience at the hotels during their stay. However, guests rarely\r\nreveal the hotel brand<\/strong>. In general, this is because they did not feel a\r\nspecial connection with the brand.<\/p>\r\n\r\n\r\n\r\n

You\r\nare already well aware of the importance of showing how special your clients\r\nare to you. Prove it by taking special care when drafting your\r\ncorrespondence with them<\/strong>. Avoid practices such as sending similar responses\r\nto all of your guests, thus ensuring the brand\u2019s reputation on these platforms.\r\nYou could also create promotional campaigns<\/strong> (for example, using Facebook\r\nAds) based on the tastes and habits of your clients that are evident in your\r\nHotel Data. <\/p>\r\n\r\n\r\n\r\n

What\r\nare the other ways in which you could increase brand awareness on social media?\r\nInclude your brand in your guests\u2019 social media posts.<\/strong> Thanks to latest\r\nhotel technology, you can encourage your guests to share a post about their\r\nexperience on social media.<\/strong> <\/p>\r\n\r\n\r\n\r\n

The\r\nsocial media login (your hotel\u2019s Wi-Fi connection) automatically allows the\r\nguest to share a post during their stay which includes the name and brand of\r\nyour hotel<\/strong>. By doing this, the guest will naturally share his\/her\r\nexperience with their contacts, thus helping to raise brand awareness.<\/p>\r\n","protected":false},"excerpt":{"rendered":"

In a market as competitive as the hotel sector, it is crucial to turn your brand into a reference point for its target market when trying to secure more direct sales. However, getting your company to be the first one that a client thinks of when they consider booking a hotel can be a challenge in its own right. <\/p>\n","protected":false},"author":5,"featured_media":7387,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17],"tags":[23,16,31,21],"class_list":["post-9329","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-marketing","tag-branding","tag-email-marketing","tag-online-marketing","tag-social-media"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/9329","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/comments?post=9329"}],"version-history":[{"count":1,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/9329\/revisions"}],"predecessor-version":[{"id":13380,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/posts\/9329\/revisions\/13380"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/media\/7387"}],"wp:attachment":[{"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/media?parent=9329"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/categories?post=9329"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hotelinking.com\/en\/wp-json\/wp\/v2\/tags?post=9329"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}