Hotel 2.0: How to Use Digital Marketing to Attract and Retain Customers

May 22, 2023

The Detail That Makes All the Difference:

Online presence for a restaurant, bar, or hotel needs to be surgical. Due to the intense competition in this sector caused by the multitude of similar businesses around, your marketing strategy must be meticulously prepared. Our experts are here to guide and support you throughout this process to make your business stand out from the competition.

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The digital world has profoundly transformed the way companies interact with their customers, and the hotel industry is no exception. Online marketing offers hotels opportunities to attract and retain customers. In this article, we'll explore the different marketing strategies that hotels can apply to achieve their business objectives.

1. Harness the power of visual content to captivate online customers:

a luxuary bathroom

In today's digital world, where travelers seek out online experiences before even setting foot in a hotel property, it's becoming essential to understand and effectively harness the power of visual content to capture their attention. Whether it's quality photos, videos or striking images, visual content represents a powerful tool for attracting and engaging potential customers.‍

By leveraging the influence of visual content, hotels can present their facilities, rooms and services in a more appealing and immersive way. High-quality shots that capture the elegance of common areas, the splendor of guest rooms and the tranquility of surrounding landscapes can instantly pique guests' interest and entice them to book. Well-crafted videos can tell a story, illustrating the warm, welcoming ambience of the establishment, allowing potential guests to become mentally immersed.‍

Visual content also plays a crucial role in promoting the services and offers provided by hotels. Enticing images of delicious food in the restaurant, colorful cocktails in the bar or entertaining activities organized by the establishment can whet guests' appetites and entice them to book their stay. Visuals featuring a luxurious spa, swimming pools or well-equipped fitness rooms can also enhance the hotel's appeal by showcasing the relaxation and wellness opportunities it offers.‍

The key to making good use of visual content in the hotel industry lies in its accessibility and shareability. Social media and online platforms offer unique opportunities to present this type of content to potential customers. Hotels can post captivating photos and videos on their websites, Instagram, Facebook or other accounts to grab guests' attention and spark interest. By also encouraging satisfied customers to share their own photos and experiences online, hotels can benefit from authentic, trustworthy content from its users.

2. Offer exclusive promotions and special deals to attract new customers:

3D design of discount

An effective strategy for attracting new customers and retaining existing ones is to offer exclusive promotions and special offers that will pique the interest of travelers looking for quality accommodations.‍

By creating unique promotions, you create a sense of exclusivity and urgency among your potential customers. This can take the form of attractive discounts on room rates, all-inclusive packages or additional benefits such as free massages, gourmet meals or special activities. These special offers can be promoted on your website, through targeted advertising campaigns or partnerships with online booking platforms.‍

As well as attracting new customers, exclusive promotions and special offers can also encourage existing customers to return. For example, you can offer discounts or additional benefits exclusively reserved for your loyal customers, encouraging them to book directly with you rather than looking elsewhere.‍

Another effective approach is to establish partnerships with local businesses. For example, you can offer special packages in collaboration with restaurants, spas or popular tourist activities in the area. These partnerships offer your customers a total experience by combining your accommodation with attractive activities, which can be a compelling selling point.‍

Of course, don't forget to promote your exclusive offers and special promotions on social networks! Social media platforms are a great way to reach a wide audience, especially bargain-seeking travelers. Use eye-catching visuals, relevant hashtags and testimonials from satisfied customers to increase the visibility of your content.‍

3. Engage with customers on online booking platforms:

online booking platform

Establishing a strong presence on online booking platforms is essential to interact effectively with customers. Engaging customers on these platforms is an essential strategy for attracting new customers and retaining existing ones. Online booking platforms provide a digital shop window for hotels to attractively present their services, rooms and rates. By developing an active and engaging presence on these platforms, hotels can pique the interest of potential customers and encourage them to book directly with them.

To engage customers on online booking platforms, it's crucial to respond quickly and professionally to their queries and comments. Customers place great importance on responsiveness and quality of customer service. By providing personalized assistance and resolving any issues quickly, hotels can create a positive experience that encourages guests to return.‍

Another strategy is to use the interactive features of online booking platforms to engage customers. Hotels can offer attractive photos, detailed descriptions and special offers to entice customers to book directly on their website. In addition, encouraging guests to leave reviews and comments after their stay helps boost the hotel's credibility and generate new bookings.‍

Social media management also plays a key role in engaging customers on online booking platforms. Hotels need to be active on social media platforms such as Facebook, Instagram and Twitter, sharing engaging content related to their establishment, responding to comments and interacting with customers. This online presence enhances the hotel's visibility and maintains an ongoing relationship with guests.‍

4. Utilize influencer marketing to reach a wider audience:

selfie of a woman in a hotel swimming pool

Another strategy that has grown in popularity in recent years is influencer marketing. This approach involves collaborating with influential figures in the travel and hospitality industry to promote hotels and hospitality services.‍

Engaging in influencer marketing enables hotels to leverage the reach and engagement of influencers among their followers. These influencers are often passionate travelers, travel bloggers or content creators who regularly share their hotel experiences with their followers.‍

By partnering with relevant influencers, hotels can increase their online visibility and reach a wider audience, including potential travelers looking for accommodation recommendations. Influencers are able to create compelling content through photos, videos or blog posts highlighting the hotel's unique features, exceptional services or prime location.‍

Influencer marketing also offers an opportunity for customers to share their opinions. Hotel guests can be encouraged to share their experiences by using a specific hashtag or tagging the hotel on social media. This authentic, user-generated content enhances the hotel's credibility and boosts engagement with the online community.

It's therefore crucial for hotels to select influencers whose content and values align with the hotel's brand image. Collaborating with influencers who share the same aesthetic, values or passion for travel guarantees greater relevance and credibility in the hotel's communication.

5. Personalize the customer experience through digital marketing:

towels on a hotel bed

Thanks to advances in digital marketing, hotels now have the opportunity to create personalized experiences for every guest using innovative data and technological tools.‍

Digital marketing offers numerous opportunities to personalize the guest experience throughout their stay. As early as the booking process, hotels can use precise targeting techniques to provide offers and promotions tailored to each customer's specific needs and preferences. By collecting and analyzing customer data, hotels can anticipate their needs and provide personalized suggestions, whether for local activities, recommended restaurants or additional services.

Once guests have arrived at the hotel, digital marketing can create an immersive, personalized experience. Hotels can use mobile apps to provide relevant information on hotel services, personalized recommendations based on guest preferences, and even virtual keys to streamline the check-in and check-out process. In addition, using geolocation, hotels can send notifications to guests to remind them of events or services available on site.‍

Personalizing the customer experience doesn't stop at the end of the stay. Thanks to digital marketing, hotels can and should maintain an ongoing relationship with their customers. They can send personalized thank-you emails, special offers for birthdays or special occasions, and even solicit comments and reviews to continually improve their service.

6. Analyze data and use it to optimize your online marketing strategies:

happy woman in a coffee shop looking at her phone

Analyzing data and using it to optimize your online marketing strategies in the hotel industry is crucial to success in this modern sector. Data has become a valuable resource that enables hotels to understand their customers, identify market trends and make informed decisions to improve their online presence.‍

The first step is to collect relevant data such as bookings, customer reviews, occupancy rates and booking patterns. This data can come from a variety of sources such as hotel management systems, online booking platforms and social media. Once collected, the data can be analyzed to extract valuable insights.‍

Data analysis enables us to understand customer behaviors, preferences and expectations. For example, by studying booking data, a hotel can identify periods of high demand and adjust prices accordingly to maximize revenue. By examining customer feedback, hotels can identify areas for improvement and proactively address customer concerns.‍

Data can also be used to segment customers into different groups and tailor online marketing strategies accordingly. For example, if data shows that a specific group of customers prefers to book via social media, the hotel can invest more in targeted advertising on these platforms. Similarly, if the data shows that international guests account for a significant proportion of bookings, the hotel may consider offering translations on its website or targeting advertising campaigns in specific regions.‍

By using data to optimize online marketing strategies, hotels can also improve their search engine visibility. Search engine optimization (SEO) relies on the analysis of keywords and search trends to improve a hotel's ranking in search results. By identifying the relevant keywords used by guests when searching for accommodation, the hotel can tailor its online content to meet guest expectations and increase its online visibility.


To thrive in the competitive hotel industry, it's crucial to exploit all the elements seen above.‍

Visual content, such as captivating images and videos, enables hotels to present their facilities and services in an attractive and immersive way to attract potential customers and encourages them to consider a unique experience. Promotions and special offers create a sense of exclusivity and urgency, attracting new customers and encouraging repeat bookings.‍

Maintaining a relationship with customers on online booking platforms through prompt, professional responses, personalized assistance and encouraging reviews strengthens relationships and boosts bookings. Using influencer marketing helps hotels reach a wider audience and increased credibility.‍

Personalizing the customer experience through digital marketing, improves customer satisfaction and builds loyalty. Data analysis enables hotels to understand customer behaviors and preferences, identify market trends and make decisions to optimize their online marketing strategies, improve visibility and enhance customer engagement.‍

By implementing these strategies, hotels can position themselves for success in the modern hotel industry, attracting new customers, retaining existing ones and continually improving their services to meet guest expectations.‍

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