The hospitality industry has always relied heavily on marketing to attract visitors, but in 2023, the need for effective promotion is greater than ever! The pandemic caused significant disruptions to the African travel industry, with many hotels, game lodges, and other establishments struggling to attract new guests. However, there is hope on our beautiful horizon, as the tourism industry is on the verge of recovery.
According to a recent report, the total income from accommodation increased by 80.3% year-on-year during August 2022. This suggests that there is a pent-up demand for travel and hospitality experiences and that the industry has a major opportunity to capitalize on this trend. But how do you get butts in safari vehicle seats?
Step 1. Make engaging content
Step 2. Build trust
Step 3. Profit
Step 1: Good Content is not storytelling but telling your story well
Studies have found that spending money on experiences like visiting a gorgeous game lodge, camping with friends, or seeing your favourite band live is associated with greater happiness than buying gadgets and luxury goods. Some people wish to collect moments, not things, so brands need to create compelling, personalized content that resonates with the #wunderlust audience.
V5 Digital, an agency working out of Namibia, one of the world’s premier travel destinations, is often tasked with creating exciting content for the hospitality industry. They suggest doing the following:
Have a Strategy in place so your brand has a consistent Social Media presence with content that is relevant and timely.
Make sure you know yourself and your audience so your brand personality can shine through content that is reaching the right target market.
Show your value with beautiful designs and engaging writing.
The younger generations are using channels other than Google to find accommodation and experiences, so show up on their TikTok, Instagram, and Facebook feeds.
If your time is limited and you want the best return on your investment, consider letting a Marketing Agency handle this for you.
It’s also possible to use technology to send personalized messages, emails, and promotions to your target audience that resonates with their specific interests. Tell the Digital Nomads you offer free wifi by the pool and let stressed parents know that kids eat free at your restaurant.
However, while technology is important, we must not lose sight of the human element in hospitality marketing. By combining technology with a human touch, brands can build lasting relationships with their customers and create experiences that keep them coming back for more.
Step 2: Building trust is a matter of revealing your authentic self
Corné Visser and Madri van der Westhuizen, the group marketing manager and social media manager for Anew Hotels explain that the pandemic has had a significant impact on consumer behaviour, resulting in a decreased sense of stability and a significant drop in brand confidence.
There’s no doubt that building trust in your brand will be of the utmost importance for 2023 but where do you begin? Here are some digital strategies you can use to build trust and establish long-term loyalty.
Having a user-friendly and visually appealing website that is easy to navigate and provides detailed information about your brand's offerings can instil confidence in potential customers.
Utilizing customer reviews and testimonials on the website and across social media platforms can create a sense of transparency and authenticity.
Providing personalized and timely responses to customer inquiries and feedback can demonstrate a commitment to customer satisfaction.
Utilizing social media to showcase your brand's unique features, promotions, and community involvement can help build brand awareness and trust.
Offering secure online booking and payment options can reassure customers that their information is safe and that their reservations are confirmed.
By implementing these digital strategies, businesses can show their value to consumers who need to be discerning due to rising fuel prices, inflation, and a higher global cost of living.
3. Boost your bottom line
Whether you’re a massive luxury hotel chain, or a family-run bed and breakfast using digital marketing to reach more customers and gain insights into their needs and preferences is the best way to increase your revenue and help your business grow.
If 2023 is the year you would like to start investing in the future profitability of your business, feel free to set up a no-obligation consultation with the V5 Digital Team: Here