Hotel Advertising: How to Create Award Winning Ads (Yes, Even on a Budget)
By Brenda Fields Founder, Fields & Company | May 19, 2010
We know the challenge for independent hotels is to evaluate the best use of its marketing budget, ensuring the greatest return on the investment. Therefore, for owners and operators to ensure that money is spent wisely and that any advertising ensures the greatest ROI, a few basic pointers are in order.
Define your position in the marketplace:
The very first step, whether a new build or a repositioning, is to decide what you want to be. Are you a modern, boutique hotel; a traditional or historic hotel; a convention hotel; or a small, budget hotel? Once you've decided what you want to be, look in the market place to determine what the standard service, amenities, and overall product are in your category. Then, decide where you want to be relative to your competition. In the budget category, do you want to offer the greatest value, such as offering complimentary breakfast, when your competitors do not? Do you want to be the rate leader in the market place or the best price? Try to come up with something that sets you apart from the pack.
And be true to your position. How many times do we see ads for budget hotels with limousines sitting outside or a couple in formal wear sipping champagne? That image was selected to create an upscale image. Buy why? A guest who wants a luxury experience is not going to stay in a budget hotel. So decide who you are, determine your market differentiation, and communicate that.
Defining your position and understating all the elements important to communicate will lead you to designing effective ads and determining the best placements.
Establish your target market(s):