What Top Hotel Marketing Trends do you Predict for 2022?

“In order to look forward, sometimes we need to reflect back on the past. One positive trend that came out of the lack of in-hotel resources on during the pandemic was the convergence of Revenue Management and Digital Marketing. These two disciplines have often been siloed within a hotel, and quite frankly sometimes deploying strategies contradictory to each other.

2022 will see a much more integrated relationship between digital demand generation and revenue management. Perhaps these 2 functions will now fall under the same person, or within the same team/department. At the very least, these two disciplines need to have one common strategy of increased revenue and decreased costs through improved direct bookings.

So if you’re having digital marketing meetings today without revenue management’s involvement (or vice versa), invite them! Ask them to share some data. Allow them to discuss their strategy for the next 30, 60 or 90 days. Now is the time to take a holistic revenue strategy approach, to set yourself up for success in 2022 and beyond!”

“As we’re hopefully seeing an end to the Covid pandemic and the resulting travel restrictions, the trend towards reserving via a hotel’s own website will continue. The complex relationship between OTA’s and hotels is therefore not likely to be eased. In particular, the fight for the guest data will be more relevant, with PMS providers adding tools for getting this information upon check-in. A player that will interfere in the hotel distribution playing field is Google. With its metasearch/Hotel Ads and Book on Google initiatives, it is developing itself as a force to be reckoned with.

In terms of SEO, hotels should investigate the correct configuration of structured data. For instance, adding an FAQ module with questions and answers implemented as structured data will help search engines to easily show relevant information to potential guests. This data will also be used for the results of voice searches.

In terms of the booking process of a hotel’s own website, we will see more and more integration between websites and booking engines for a seamless booking flow, including easy payment methods like Apple and Google pay.

We expect the importance and benefits of having a marketing strategy where the hotel website is the centrepiece and major source of reservations will further continue.”

“Because of the labour issues, there is a lot of chatter about corporate culture, working with purpose, and using technology to make work more efficient and more rewarding by allowing teams to focus more on making guests feel welcome instead of doing rote tasks that can be done faster and more accurately with assistance from AI.

Used correctly, this could bring a Renaissance for hospitality professionals who could raise the bar on hospitality and enjoy elevating their craft of serving others. Used solely to replace human workers, and coupled with reduced amenities, this could degrade service so much that I wonder if we could still consider these businesses in the “hospitality” industry.

My prediction is that both of these scenarios, and everything in between, will play out in 2022 and the years to come. There will be winners and losers. I, as always, will be looking at reviews to let me know the truth about which way each business is going and I will stick with those properties that demonstrate, by their actions, that their priority is taking care of guests.”

“During the pandemic, there was a surge in direct bookings. However, we are now seeing that OTAs are advertising and growing market share. Therefore, it is key to invest in SEO/SEA campaigns to drive direct business and to stay ahead of the competition. We have been keeping a very close eye on ever-changing trends and travel restrictions per geographic target market.

Mostly driving markets when borders initially opened up, and more recently expanding focus to flying markets. We predict the pie of traditional key feeder markets will probably look different for the remainder of 2021 and into 2022.”

“The hotels that are now working on their databases and their marketing are the ones who will succeed. If you are not staying on top of your website and how guests are buying you will lose out. Stay top of mind even if you are not operating. Continue to build your brand and tell your story.”

“There are a lot of hypotheses, but some of the more viable are as follows:

1. There will be such a thing as “revenge travel”. As people are frustrated with being locked up indoors and unable ot able to leave their immediate surroundings, we’ve noticed a short, strong spike in travel in areas where lockdowns were prevalent, as the population sought to escape their home and return to the ‘old normal’.

2. We are also seeing a large spike in staycations where travellers are deciding to spend time in their own country or state and support the local communities who are struggling due to the shortage of international tourism. Positioning your business as an expert in your local area will certainly benefit you as now more than ever, as people are looking for unique experiences and locations that separate them from the masses.

3. Multi-generational travel and groups travelling with friends will be on the rise. Due to this, businesses that are secluded, away from the masses, and can contain guests in 4+ bedrooms will become highly desirable as people will seek to create new experiences with those closest to them due to being separated for so long. Think of unique ways to win over your competition when looking to attract this niche target market.

4. Business travel will return (slowly but surely) with more companies realizing that remote workers are a highly profitable option as there are near zero overheads. You will find the rise of managers, executives, CEOs solopreneurs, and entrepreneurs taking advantage of the ‘work from anywhere’ culture to truly satisfy their need for a work-life balance that rewards their wanderlust. You will find this target market will typically look for longer stays, often 2-4 weeks at a time in a single location.

5. And finally, the heightened appreciation by travellers for what was once unnoticed. For example, the desire to travel by train across a country rather than by air or spending an extra day in a location to truly appreciate its local culture. It is the innate desire for unique experiences that money simply can’t buy. You will find a rise in popularity for locations that are unique accommodations such as tree houses, mountain lodges, beachfront RVs, and the like. Along with this, a desire to experience the finer things in life, such as sharing a secluded luxury villa with friends to create lasting memories that are ‘Instagram worthy’.

If COVID19 has done one thing, it’s given us a perspective of how good things were. Because of this, it is a heightened level of appreciation that travellers have obtained. As a business, the best thing you can do is to feed this curiosity for appreciation by highlighting your uniqueness front and centrewhile creating a level of mystery that piques your prospect’s curiosity to the point that they simply can’t see any other option as viable to satisfy their needs.”

“In 2022, being able to capture the guest imagination and offer positive emotions will be very important. Influencer marketing and crowd sponsored content would be able to embody the spirit of the brand culture. Virtual tours and videos, sustainability programs implemented, and personalized offers will also become a decision-making factor for guests choosing a hotel. Easier is better. Apps and chatbots, mobile check-in, mobile concierge or booking directly on social media platforms will gain popularity.

We see already that guests are starting to request reservations and communicate their requests on social media platforms. Personally, I receive requests and questions from guests daily via Facebook – from new reservation requests to enquiring about personal items that they’ve forgotten in their room.”

“When it comes to marketing hotels, the floodgates of travel have reopened, but along with that, comes a post-pandemic hangover. Travellers are eager to see smiles from across the bar, but cleanliness and sanitation are still important, if not at the forefront of messaging. We’re removing the COVID-related disclaimers from our websites and are including a less prominent link in pre-arrival messages instead.

From a marketing campaign standpoint, it’s time to book the trip. It’s time to splurge on the vacation that got cancelled. Including upsell opportunities (e.g., from better rooms to add-on amenities, spa appointments, dinner reservations and adventures/itineraries), is wise right now, as many travellers are looking to treat themselves after being grounded for so long.”

“VALUE VALUE VALUE! Customers, in general, have more money to spend. They did not travel in the last year or so and therefore any offer that can boost value will be welcomed by customers. Value can be delivered both online (i.e., customization and co-creation before reaching the hotel) and in the hotel.

Value should be built from the first contact and sustained towards the whole customer journey. In other words, one needs to have a reason to choose a given property and this value should be built starting from the online relationships.”

“Conscious branding and marketing will get more and more important. I believe that contribution to larger things (whether it is sustainability, communities or other causes) is becoming an integral part of the decision-making process of booking a hotel. People are looking more and more for that unique experience, that brand that measures up to their expectations and personal preferences. All of this can only be achieved by having a brand with a clear purpose.”

“In the micro, I’d say more and better data, plus smart and mobile technology, now more than ever, as the pandemic has taught us the hard way. While in macro we can see new shifts in market share per area, age and buying power, an overall growing demand and more concepts (home-sharing and hotel experience colliding and inspiring each other). Finally more social and environmental sustainability.”

“2022 will give hotels the opportunity to reinvent themselves. Spaces such as the hotel lobby may become more transitional than transactional. The focus will be more the domestic and regional guests. Guests want to share more, focus on experiences and have a lower tolerance for friction points.

The event-based business will be reduced, corporates will not return to their pre-COVID stays and inbound will be minimal. The focus will be on capturing missed experiences, missed family times and missed occasions. Marketing will be all about creating experiences.”

“The hospitality trends for 2022 will be in technology, design and traveller preferences in terms of destination, public transport and accommodation. Preferences for holiday destinations will change, with a preference for local destinations that are less popular, rather than the great cities of art like Rome, Venice and Florence. The mode of transport will be different, with an increase in requests for private transportation instead of choosing traditional public transport methods such as flights, trains and buses. The type of accommodation will be also different; there is a growing interest in rental holiday homes rather than hotels.

Why? Because the #1 trend of 2022 will be the safety factor connected with cleanliness and this will be the main concern of travellers.

Trend #2 is the digital factor with the possibility of enhancing contactless technology (check-in / check-out, room access), digitalized guest experiences, concierge service through mobile app or voice search and the use of QR codes. These trends will be popular amongst future travellers and especially for Generations X and Y. Technology continues to transform the mindset in hospitality.

Trend #3 is related to the sustainability factor because it will affect guests’ choices. Hospitality must be able to understand new guests’ requirements in terms of sustainability, eliminating food waste, minimizing water waste and usage, reducing plastic products and monitoring carbon emissions.

Trend #4 will be the staycation, as guests will prefer to live the local experience and get to know the country (and its culture and nature) better. Also, the possibility of working while on holiday will be a key trend. It will involve working remotely, but in an exclusive and serene environment that will benefit both the work and the corporate image. These services will not only be reserved for conferences and corporate meetings, but will also allow individual guests to work within a hotel, taking advantage of all the services typical of luxury hospitality.

Trend #5 will never die as it’s personalization. Hospitality must always design and adapt to meet the needs of the individual guest, to meet all their requirements and make them feel at home. Guests who are more digital demanding will have a higher expectation of customisation and personalisation of the experience according to their own values and interests as they prefer to receive messages and forms of communication that are more direct and personalised.”

“Not sure if it will be as soon as 2022, but I firmly believe that AR (augmented reality) is going to become a huge tool for hotel marketing. The ability for guests to visualise themselves in a resort will be super exciting. We all know that looking forward to your holiday is half the pleasure!”

“Travellers are looking for experiences, so I foresee more packages being offered. Packages that include experiencing the local area.”

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