Marketing Makeovers for Lodging Establishments

Changing travel trends and tighter consumer spending make your role as a marketer much more focused on results. It could be time for a marketing makeover to align your property’s features with consumer demand. Take a look at these marketing makeover tips to keep your property ahead of your competition:

1. Back away from the basics. Advertising through print and television media are a thing of the past. Hoteliers and vacation rental owners need to be in tune with the channels that travelers are using to make their travel decisions.Look closely at search engine marketing options through the “big three”, namely Google, Yahoo, and Bing. A small budget of $1.00 per day can bring you surprising results.
2. Research complimentary options. Craig’s List and Backpage.com provide a low to no-cost alternative to paid advertising.
3. Get started with social media. Maintaining a personal connection is critical for lodging establishments. It’s easy to get caught in the time management trap and declare that social media is not needed for your property. Their ease of use may surprise you. If time is a concern, consider utilizing a social media management service. There are many low cost options available, so look for one that specializes in the lodging industry such as  www.strategy140.com.
4. Rev up your website. The internet is here to stay and a website has transformed into the new “brochure.” Outdated websites say a lot about your property. From search engine optimization (SEO) to photography, to content, to loading times, take a look at your competitor’s websites. It may be time to spend a few dollars on revamping your website.
5. Look at syndication services. Many of the following options are no to low-cost alternatives. While these sites focus on real estate, they have categories for vacation rentals and long-term rentals:
1. Postlets.com
2. Classifiedflyerads.com
3. Syndafeed.com
6. Cultivate past guests and increase referrals. Utilize a monthly email newsletter service such as constant contact or mad mimi.
7. Reevalute your market – Advertise online with targeted lodging websites such as the Leisure Linx collection of websites. Also look for publications with classified ads that are localized within a 7-mile drive-time radus from your property.
8. Create a “value-add” opportunity. In today’s econdomy travelers respond strongly to discounts and special offers. Set up a separate web page and update your specials frequently. Post them on Twitter and Facebook to build your loyal fan base, and make sure to include them in your monthly newsletters.