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Hospitality management is highly competitive industry, which means marketing strategies are extremely important for building a brand, attracting new customers and maintaining loyalty. Marketers are emphasising on service rather than on goods as hospitality sales are different from consumer goods sales, because companies are selling not only tangible, but also intangible products, such as relaxed, luxurious and welcoming atmosphere.
Here are 7 strategies that will increase awareness of the brand and build long-lasting relationships with customers.

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Special events: This could include hosting your own on-site special events, such as conferences, fundraising events, concerts or sponsoring events that might boost your brand recognition.
Every year Marriott International hosts many fundraising events. One of them is Run to Give Hotel Charity Runs that took place in 115 different locations on 24th of September. This event have raised a record $421’000 for charity in 2017.

Promotion: This could be special offers for off-season guests such as reduced rates for hotel rooms or special hotel services.
Marriott hotels offer a discount from 10-30% during the winter months. Hilton hotels offer 50$ on-property  credit for dining, relaxing, shopping and so on.

Loyalty program: Loyalty programs are the key for building life-long relationships with customers, typically through offering them some type of reward for sustained loyalty to your brand. This could be loyalty cards that offer discounts, coupon for a free meal or spa service, a free night lodging after a certain amount of nights staying in your hotel. For example, Intercontinental hotels & resorts loyalty program offer complimentary weekend night, guaranteed upgrade and exclusive arrivals and departures. 

Community partnerships: These type of marketing opportunities can be beneficial for not only you but for your partner as well. It might mean a food and lodging combination offer or a discount for airline tickets after staying in your hotel. In this case, both venues benefit from the brand awareness and revenue generated. For example, Marriott rewards program has partnership with 39 airlines, which provide 2 airline miles per USD spent on staying in Marriott hotels.

Online opportunities: In the technology age of the 21st century, it is simply unheard of for a hospitality industry venue to not be fully engaged in multiple online promotional channels. There are 5 profitable internet marketing strategies for hotels :

Optimising your website for search engines. This can be done through a process called search engine optimisation, or SEO, which will help to ensure the visibility of your hotel’s website on search engines at the most critical points in the buying process or when people need your site.
This includes having a robust website where visitors can make reservations or purchases, a presence on various social media channels where you post eye-catching photos and offers, a blog where people are enticed to visit for more details and participation in various travel, and review websites (such as maintaining an accurate, up-to-date profile and engaging with customers’ reviews – both good and bad).

 
Digital outreach: Similar to online presence, digital tools can be a low-cost way of communicating with guests and consumers. You might choose to run paid ads in search engines; sponsored posts on social media sites that target your specific audience; online banner ads with captivating graphics, photos and text; email campaigns; or newsletters.
 
Content marketing: Because so much of the hospitality industry revolves around entertainment, special attractions, and tourist destinations, members have a built-in opportunity to work to provide additional content that travellers and consumers might be hunting for. Content marketing can be a valuable tool for disseminating that information, such as local attractions and restaurants, tips for traveling and packing a suitcase, weather conditions, local activities, and trending topics.

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