subject: How To Improve Your Hotel Marketing Campaign With Mandala Research [print this page] Market research is the key to an effective hotel marketing campaign. Any hotel owner knows that he or she is in a competitive industry and whether the business is a start-up, or well established and competing with the best of them, specific research will take your hotel to the next level.
There are many benefits of streamlining hotel marketing efforts with specific research including: segmenting the market, learning the trends and safeguarding against costly errors. When market research is properly utilized there is no reason why a hotel cannot surpass the competition and become leaders in their industry.
The Top Three Reasons to Hire a Marketing Research Firm for the Hotel Business
1. Segmenting the Industry
One mistake that many hotel marketers make is trying to target the entire population. Marketing campaigns need to focus in on a specific demographic and these strategies need to call out to that group of people.
Market research firms have the tools and resources to narrow in on the demographics that are trending, to find out what they are looking for, how much they are spending and how long they are staying. This allows the major decision makers in the hotel to manage their marketing budget more closely and to develop a tighter strategy to stretch their dollar, and see better returns on their marketing investments.
2. Learning the Trends
In travel and tourism it is crucial to stay on top of trends, to make the most out of marketing strategies. For example, there has been a significant rise in Hispanic travelers to the US in recent years. The studies that have been conducted have found that Hispanic guests travel in large groups, typically with children and more than one adult. As a hotel owner who has seen a rise in Hispanic travelers, numerous offers can be implemented using this information. A hotel could provide discounts on multiple rooms to comfortably accommodate larger families with more than two adults present, and highlight activities and attractions on and off site, which would appeal to larger families.
3. Avoid Costly Mistakes
While market research will indicate the demographics and locations to invest a marketing budget into, the same research could also forewarn against costly mistakes. This could include building a hotel in a developing neighbourhood that will one day hide the hotel from the main road or investing in a demographic that is not trending, while completely ignoring the groups that would be profitable.
With a market research firm on your side, a hotel business has the potential to reach new heights of success. By segmenting the market, learning trends and avoiding mistakes, hotels benefit from the research of a marketing firm. Any hotel can streamline their budget, develop effective campaigns and achieve the kind of results that they got into this business in the first place for.
