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The future of hotels: be quiet, but not in your marketing
We all like to search through pictures and illustrations to find a suitable hotel for a weekend
or a short holiday. Next to price and location, visuals are among the most important criteria to
influence our choice. But what exactly do we mean by location? And how can we use pictures
to make a choice, when they give very little information about things like hygiene or, even
more important, the quietness of a room which will determine how well you sleep in that
hotel?
A close correlation between what hotels promise online and actually offer offline is becoming
increasingly important for a good customer experience and for receiving positive reviews.
Power to the consumer
There is an ever increasing number of apps and tools, let's call them consumer initiatives, to
measure specific selection criteria. Look at the hotel wifi test app with which you can test the
hotel's WiFi quality. Why? Because promises like 'good WiFi' still tell us very little about the
actual quality of the WiFi. Also, online video marketing tools offer opportunities to hotels,
e.g. to show the location by means of picture taken from drones or 360-views from the air.
This shows the public not just the hotel but what they can find next door and whether it will
be really quiet at night. Power to the consumer.
Hotels have to let go of the past and of their fears
All the above requires discipline, a different approach, a change. New technology will
continue to come up with these kind of tools, and if hotels do not address the changing
expectations of their customers, others will definitely do so. Not the day-to-day management
of your hotel should be leading in your marketing, but the desires of your customers. Most
important for hotels is to be aware of the customer journey of the consumer. Because the
customer's experience starts online, then switches to offline ( the experience itself) and then
back to online. In other words: as consumers we search and book online, experience that
which we were promised offline and then review these experiences online. Hospitality
consultant Kim van Velzen has developed the search-impact-influencers model to visualise
this continuous change of online, offline and online from the hotel's point of view.
Search
The first contact is through search, where technology is a tool to aid your findability, status
and reputation. This means you need to be distinctive and determine your unique values and
make sure you can be found for these. Facebook and Twitter can help you realise this.
Impact
As soon as your customer enters the hotel, you must deliver what you promised online. It's
either make an impact or fail miserably.
Influencers
The reviewing of your hotel, by guests on their social networks, takes place online. Will they
become ambassadors, brand advocates or have they already forgotten everything you have
done offline? It's obvious that your hotels' USPs are vital for your marketing and that you
need to choose unique features that fit today's search words and desires. Always keeping in
mind the online-offline-online customer journey.
Example of a USP: Quiet Rooms
If we have to believe start-up Quiet Room Label, there's a great demand for quiet hotel rooms;
the sort of room you will find when you search for quiet hotel room; a room which really is
quiet when you visit the hotel offline and which you give a positive review because you know
you have slept well in it; online-offline-online. QR-label has looked for and found a gap in the
market that hardly existed, by looking at irritations that show up in customer's reviews. A gap
which one might have expected to show up, because noise is still the No.1 complaint among
hotel guests. Which prompted Quiet Rooms to create an online label. When you book a hotel
with this label, you can be sure it will keep its online promise offline. Like the WiFi test, the
QR-label is an third party, which will add to the credibility of your online promises. After all,
there is no better marketing than with a tool, app or website with certificate which promises
your USP online and which you follow up with your offline reality.