A hospitality marketing agency works with businesses in hospitality, including hotels, restaurants and cafes, assisting with marketing. Agencies have expert staff, who can help you to optimize branding and deliver targeted campaigns.

Working with hospitality marketing consultants enables you to identify areas of weakness in your existing strategy. It will also allow you to tailor marketing messages to achieve your goals and deliver strategic growth.

In this article, you can discover the services offered by hospitality marketing agencies, the benefits of hiring them, how to select the right agency for your needs and how to assess your return on investment.

Table of Contents:

What Does a Hospitality Marketing Agency Do?

A hospitality marketing agency is a specialist firm, employing marketing experts who work closely with hospitality businesses. These experts can analyze existing strategies, make recommendations and help you implement new ideas.

Some hospitality marketing agencies have rounded knowledge and work with a variety of business types in the industry. Others specialize in working in a specific area, like hotels or restaurants.

They will use tried and tested strategies to help your business to increase brand awareness, achieve growth and attract bookings. They can also help you to create tailored campaigns, focused on specific demographics.

Why Are Hospitality Marketing Agencies Important?

Hospitality marketing agencies are important because they provide a combination of expert knowledge and a fresh perspective. They can look at your current approach to marketing dispassionately and make recommendations.

The marketing professionals working for a hospitality marketing agency will have worked with similar businesses and know how to achieve success. They will also have a knowledge of emerging hospitality trends.

A good hospitality advertising agency understands unique challenges and success indicators that may not apply to other businesses. This can make them more valuable than a generic marketing firm that is used to other industries.

5 Key Services Offered By Hospitality Marketing Agencies

A hospitality marketing agency will provide a variety of different services. In the sections that follow, you can learn about five of their key services and explore how they could help your business.

1. Digital Marketing and SEO

A hospitality marketing agency will assist you with digital marketing and search engine optimization (SEO). This involves developing a strategy to improve visibility on search engine results pages.

SEO is important because search engine users are unlikely to scroll through multiple pages of results. The higher up you can rank for keywords relevant to your business, the more clicks you can attract.

A hospitality digital marketing agency will help you to carry out keyword research and implement SEO techniques across multiple channels. They can also help you to turn this additional traffic into more bookings or sales.

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2. Brand Development Strategies

Brand development involves establishing and managing your brand’s identity and reputation. It helps you to position your brand in the wider market and should be an on-going process.

A robust brand development strategy can help you to differentiate your business from rivals. It can also help you to stay top of mind with your target audience, so they are more likely to make bookings with you.

A hospitality marketing agency assists you by creating guidelines for messaging and helping you to develop a brand story. Continuous analysis can also ensure you make sensible adjustments over time.

3. Social Media Management

Social media management involves overseeing your social media marketing strategy. This can include creating a schedule for content to be added, developing a broader engagement strategy and more.

Paying a hospitality marketing agency to deliver social media marketing can enable you to reach more people. It can also assist in developing a strategy that boosts brand awareness and appeals to your target audience.

Examples of steps a social media management consultant may take include building relationships with influencers and making effective use of hashtags. They can also help to optimize communication with customers across platforms.

4. Content Marketing and Creation

Content marketing is the process of creating and publishing online material, in order to increase interest in your products or services. Some marketing content does not directly promote your business, but builds familiarity.

Outsourcing to a hospitality marketing agency helps with both content creation and distribution. An agency will understand the types of content that appeal to your target audience and where to publish this.

The content used as part of your strategy can range from articles and blog posts, to videos, research papers and social media content. It may target customers, business partners and people working in corporate hospitality roles.

5. Measurement and Analytics

Marketing strategies need to be analyzed and measured over time and a hospitality marketing agency will help with this. They will also use the latest marketing technology to measure your performance.

This is important because campaigns are optimized by learning what works and what does not. Once you have an understanding of how different elements of a campaign are performing, you can reduce waste.

A hospitality digital marketing agency can track everything from website traffic and conversions, to social media sentiment and wider market trends. This allows sensible adjustments to be made over time.

Key Services Offered By Hospitality Marketing Agencies

10 Key Advantages of Hiring a Hospitality Marketing Agency

Hiring a hospitality marketing agency has the potential to provide several significant advantages. In the following sections, you can learn about 10 of the main ways a hospitality branding agency can benefit your business.

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1. Reduced Marketing Spend

Contrary to what many believe, outsourcing to a hospitality marketing agency should reduce your marketing expenditure. Most agencies charge reasonable fees and they also only charge for the work they perform.

Reducing your marketing costs allows your business to generate a higher return on investment and deliver improved financial results. It also means you can potentially reinvest that money in other departments.

Cost savings are made possible because there are no training costs involved. When compared to a team of internal employees, you can also save on sick pay, holiday pay and employee benefits.

2. Time-Saving Benefits

Many of the tasks associated with a hospitality marketing strategy are time consuming. By hiring a hospitality marketing agency, you can save a lot of this time and invest it in other aspects of your business.

Time-saving is important because hospitality businesses have a huge range of tasks to get through each day. By spending less time on key marketing tasks, you can potentially deliver improvements in areas that benefit guests.

Some of the tasks that consume the most time in a typical marketing strategy include content creation, drawing up marketing schedules, and carrying out market research. An agency can perform all of these tasks for you.

3. Fresh Marketing Opinions

Hiring a hospitality marketing agency will help to provide some fresh perspectives. The marketing professionals in the agency will look at your current strategy without unhelpful biases.

This is important because sometimes, a new perspective can unlock the door to success. The agency will not be subject to the same blind spots as you or your internal staff and will not be emotionally attached to existing strategies.

As a result, your chosen hospitality advertising agency will be able to dispassionately assess your current situation, analyze your strengths and weaknesses, and bring an end to strategies that are not currently working.

4. Expert Strategic Guidance

Effective marketing requires the right strategy, and a hospitality marketing agency with a good track record can deliver this for you. They will use their expertise and experience to lead your business down the right path.

Expert guidance helps you to navigate challenges and outperform your competitors. The modern hospitality landscape is complex and conventional marketing agencies may take time to get to grips with this.

A specialist hospitality branding agency will be able to make evidence-based decisions and avoid chasing lost causes.

5. A Complete Focus on Results

One of the biggest plus points of hiring a hospitality marketing agency is the added emphasis on results. An agency will continually track performance and make the necessary changes to achieve positive outcomes.

Tracking results is important because it allows you to understand your strengths and weak points. It can also help you to better understand your return on investment and allows you to manage marketing spend.

A high-quality hospitality growth agency will use a combination of data analytics, social media sentiment tracking and manual performance reviews. They will also use the results to continually modify your strategy.

6. Improved Staff Productivity

By hiring a hospitality advertising agency, you can reduce the workload of your employees. This allows staff members to focus on other responsibilities, many of which can directly influence the guest experience.

By improving productivity, you may find you are able to reduce labor costs. In addition, when your staff are not overworked, employee retention can be boosted and you can save on recruitment and training costs.

A hospitality marketing agency will either take on all marketing responsibilities, or collaborate with your marketing department. Either way, the agency shouldering some of the burden ensures more work gets done by your team.

7. Innovation and Ingenuity

Paying for the services of a hospitality marketing agency will ensure you have access to innovative techniques and the best ideas. The agency’s experts will understand the latest trends in marketing and the most up-to-date technology.

Innovation and ingenuity are important for gaining a competitive advantage. Marketing departments can easily become stuck in their ways, but an agency will continually expand its knowledge, skills, and technology solutions.

This innovation can help to deliver results that your rivals may not be able to achieve with in-house staff. At the same time, a good hospitality digital marketing agency will know when to use more conventional approaches too.

8. Global Reach for Marketing

Outsourcing your marketing efforts to an agency can help you to expand the reach of your marketing campaigns. This can potentially allow you to optimize a campaign with a reach that could become truly global.

The best hospitality marketing agencies will have the resources required to manage a global campaign. This can include developing customer segmentation strategies and having the capacity to run campaigns in multiple languages.

A hospitality marketing agency will also understand which channels to focus on. Global marketing reach can be especially important for hotels and other businesses that prioritize tourists and international travelers.

9. A Fast Onboarding Process

A great hospitality marketing agency will have experience working with similar businesses. This allows them to get up to speed quickly and the onboarding process will be much faster than with conventional marketing agencies.

This fast onboarding process is important because it means you will start to see the benefits almost immediately. It also means you will not be wasting money waiting for the agency to start their work.

A fast onboarding process is aided by the fact that the agency will have proven strategies, existing marketing technology and a familiarity with the hospitality industry and its unique challenges.

10. Use of Advanced Technology

The best hospitality marketing agencies will have access to advanced technology to help with your strategy. This can include analytics platforms, customer relationship management software, and AI tools.

Hospitality technology trends for marketing can make a huge difference to outcomes, and hospitality marketing consultants will provide access to these benefits without you having to directly invest in the technology.

Using advanced solutions, your chosen hospitality marketing agency can monitor performance, identify key trends, and more. They will keep up with the latest technology and have subscriptions to the best platforms.

Key Advantages of Hiring a Hospitality Marketing Agency

Top Considerations When Choosing a Hospitality Marketing Agency

When selecting a hospitality marketing agency to work with, you need to consider the following:

  • Experience and Expertise: What projects has the hospitality marketing agency worked on in the past, what areas do they specialize in, and what does their track record of success look like?
  • Range of Marketing Services: Does the agency offer a complete range of services? Can they assist in areas like social media marketing, SEO, content marketing and brand development?
  • Work With Previous Clients: Which businesses has the hospitality marketing agency worked with in the past? Can they provide case studies that show how past clients have benefited from their services?
  • Marketing Technology Solutions: What technology does the agency rely on? Do they have access to innovative or unique solutions? Are there any gaps in their technology portfolio?
  • Strategy for Communication: How will the agency communicate progress and ideas to you? How can you get in touch with them? What will performance updates and reviews look like?
  • Fees and Your Marketing Budget: How much will the agency charge for their work? What is your marketing budget? Is there an opportunity to make savings or improve your current return on investment?

The Key Performance Indicators to Focus On

Marketing success is measured and assessed by tracking key performance indicators, including the following:

  • Conversion Rate: The percentage of visitors to your website who go on to make a booking or reservation.
  • Social Media Engagement: Your follower count, the amount of discussion about your brand on social media platforms, and the number of comments, ‘likes’ and shares your content receives.
  • Customer Acquisition Cost: Average amount you need to spend on marketing efforts in order to gain a new customer. Calculated by dividing marketing and sales costs by the number of new customers over a defined period.
  • Customer Satisfaction: A measurement of how satisfied customers are with your business. This is assessed by tracking customer reviews, online feedback and social media sentiment.
  • Search Engine Rankings: Your placement on search engine results pages for relevant search terms or ‘keywords’. The higher you rank, the more visible your website will be to users.
  • Revenue per Available Room: The average amount of revenue a hotel makes per available room in the property. Calculated by dividing total room revenue by the number of rooms that were available.

Understanding Hospitality Marketing Trends

Hospitality marketing is not a static discipline. Instead, it is constantly evolving and hotels, restaurants hospitality marketing agencies need to keep track of the latest trends. Some of the most notable emerging trends are reliance on artificial intelligence, the emergence of influencers and the rise of short-form videos.

In the “Hospitality Marketing Trends: 19 Must-Know Upcoming Trends” article, you can dive deeper into the most notable marketing trends and gain insights into how they are shaping marketing’s future.

The Role of Personalization in Marketing

One of the most important ways hospitality marketing is evolving is through the rise of personalization. Modern audiences want content that is highly relevant to them, and the hospitality marketing agency you work with will need to understand concepts like tailored recommendations, the role of retargeting, and the value of personalized emails.

In the “Ways Personalization Marketing Can Benefit the Hospitality Industry” article, you will find more detailed information on personalization and can learn why it matters and how to can benefit the industry as a whole.

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A hospitality marketing agency will work with your business to create a robust marketing strategy, using a combination of analytics and digital marketing expertise. This will allow you to build a unique presence in the market, tailor marketing messages to your target audience and achieve strategic growth.

 

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This article is written by:

Martijn Barten

Hi, I am Martijn Barten, founder of Revfine.com. With 20 years of experience in the hospitality industry, I specialize in optimizing revenue by combining revenue management with marketing strategies. I have successfully developed, implemented, and managed revenue management and marketing strategies for individual properties and multi-property portfolios.