Progression of Hotel Marketing - SHINE
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Progression of Hotel Marketing

Whether it’s been large hotel resorts or smaller boutique hotels, we work hard to understand their ideals and values and from there, begin to assemble the building blocks to create their revitalised Design & Digital presence.

As technology advances, it has become apparent that online users are increasingly impatient with day to day activities. This comes down to technology speeding up almost every aspect of our lives from self-checkout machines to being able to purchase something online and have it delivered to your door in under 24-hours. 

Although this advance in tech is groundbreaking and provides us with never before experienced access, it is forming a population who are more idealistic, more socially-conscious and more experience-oriented than any of their preceding generations, which isn’t necessarily a problem, but businesses need to be aware of this change to be able to cater for it.

So how do we as a design and digital agency focus ourselves to provide an experience that fits this new-wave of consumer?

By analysing rising trends and carrying out intensive user testing we are able to stay ahead of the curve and consistently deliver a unique design and digital experience for our Hospitality clients that allow them to manage their own guests’ expectations and offer them a smooth customer journey from the first click on the website until check-out.

Importance of Hotel Branding

When we discuss branding, this does not mean just your logo. It is the sensory experience that a client initiates when coming into contact with your brand, and in turn, becomes your most important asset as a business. It helps tell your story whilst allowing your potential customers an insight into your offering and values. Your brand will be one of the first things a guest may interact with and could play a pivotal role in their decision to delve further into your offering and book. It is then key that your brand reflects your price range and proposed target audience. 

Brand Consistency

Brand continuity in look, feel, offering and message should run coherently through everything you do. Although the visual aspect is very important it is probably the easiest to get right. Your brand values and offering are the reason why people book and return to your business and it is, therefore, key that staff members align to the brand values allowing consistent delivery of service across the board. 

Importance of Signage

Following on from consistency, the quality of your brand should be reflected through well thought out signage and wayfinding across hotel interior, exterior and grounds. Signage is an opportunity to reinforce your brand message through the choice of materials and finishes. 

One of the key factors when developing a hotel website is making sure that the user experience is focused on the route to a booking. It is vitally important that the book now button is clear and easy to see on the site. On mobile, it is also good practice to have it visible at all times as a higher percentage of people will access a hotel site via mobile. If possible allowing the user to enter their potential arrival dates on the site is good so that when they get to the booking section they are presented with the correct rooms and prices for that date range.

Importance of Engaging Media

Through user testing, we were able to determine what makes the most interactive and engaging home page on a website. Comparing professional and poor photography allowed us to see the significance each one had on bounce rates and engagement, proving poor photography directly lowers your chances of a booking on your site and similarly out of date or poorly lit images can give a bad impression of the hotel and can turn a user off instantly, so we focus on creating engaging, high-quality gallery pages or include a video as these proved most popular during user testing. This reduces the bounce rate by allowing the viewer to get a quick, detailed overview of what exactly the product on offer is, without having to spend time hunting for details.

After securing a high-end Design & Digital experience it is essential that the experience flows equally through the social presence.

So, this year more than ever it is pivotal to expand and promote your Social standing and allow it to demonstrate truthfully the product you offer.

One of the first things people do when looking up a new hotel, apart from visiting the website, is looking at their Instagram. 

By working closely with our clients and paying regular visits to build your content we allow your platform to be seen as transparent and authentic whilst still portraying the high-level you offer, this is achieved by balancing a range of different posts that include staff, rooms, food, and location taken both professionally and live on site.

We use a range of techniques to build a profile that not only sells your business but will have a direct increase in successful bookings, this is down to how we attract consumers attentions by building a realistic aesthetic and from there create a short and simple journey redirection through to the booking page in a matter of clicks.

If you think we could work together in the future, Get in touch!

Posted By Angus Rose-Bristow

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