Marketing in necessary in helping hotels and resorts to attract bookings and optimise revenue. For the most part, the marketing messages are how customers will become aware of the hotel and also how they will understand their values and unique selling proposition. Through the years, we’ve noticed that every truly great hotel brand has one thing in common. They all have the ability to define and align the story of their property with the deeply-held values of their ideal guests. Of course, to optimise marketing, we need to be aware of the latest trends. Hotel marketing trends, however, have also changed as a result of the outbreak of COVID-19. The COVID outbreak has had a major impact on the hotel industry, as hotels are forced to contend with new legal requirements, changing customer habits and behaviors, global travel restrictions and the economic fallout.

It will take several years for things to settle into a new “normal”. In the meantime, hotels and resorts need to maximise their presence through website traffic, social media, email and a variety of other channels. We’ve worked with a few independent hotels and resorts, manly because they need the help. Competing with large chains is challenging in the best of times. Now, it’s truly serious. Balzac can help hotels and resorts to garner deserved recognition that helps drive bookings.

As Destination Marketing Organizations (DMOs) represent destinations and help to develop their long-term travel and tourism strategy, we help extend their reach. DMOs need to offer the most current information about a destination’s attractions. They’re a one-stop-shop, maintaining a physical presence where visitors can engage with staff, obtain maps, brochures, information, and promotional books and magazines formulated by the DMO and its clients. A DMOs online presence is particularly important. Statistics show that leisure travelers search a number of online sources during their trip-planning activities. DMO websites that maintain current calendars, list of hotels, events, and other practical travel information are extremely valuable to prospective leisure visitors.

We’ve worked with several DMOs over the past 30 years. Many have been international regions looking to increase the number of American tourists. We’ve helped by connecting them with key influencers, such as travel press, tour operators, and travel agents. These activities brought awareness of the regions and helped build their “brand” with the people who can have an affect on their tourism numbers. As stated above, it will be a while until international travel reaches it’s pre-COVID levels, but 2021 promises to see tourism bounce back somewhat.

Travel marketing is tough. Competition is high, ROI can be low, and visibility is key. Most travel agents would probably prefer to run off on that tour they’re trying so hard to sell. Who wouldn’t? In order to be successful, however, agencies need to consider their marketing programs. Their website, social channels, email marketing, digital advertising, content marketing, reviews, and leveraging suppliers all contribute to the success or failure of travel agencies and tour operators.

More and more, travel agencies and tour operators are specializing on a particular destinations or activity. Cruises, wine country tours, Disney vacations, or international tour groups are all targets for specialty agencies. Reaching the right audience is key, and that’s where we come in. We develop programs to target the right people, tell them the right story, and encourage them to book.