Skip to main content

Advertising Methods Done Right (by Enmy Zheng Feng)

Hotels have a difficulty in building relationships with their customers through advertisements. Nowadays, it is not an easy task to inform a customer about one’s property, especially to the millennials. Some customers do not find ads credible or accurate, and new software such as AdBlock provides customers the options to remove advertisements from their computer. Today, people rely on social media to acquire and follow the latest trends. A new method of advertisement has taken over due to this concept. Many hotels are changing their marketing plan and trying to improve their social media presence to gain more sales. Moreover, Google has come up with a plan to help hotels acquire more businesses.

Social media have become a great mean to advertise a product. However, advertising on social media is different than on television. It is not as simple as opening a Facebook fan page or creating an Instagram account. It requires hours of preparation and a good understanding of what customers are looking for. For instance, on Instagram, I follow a very well-known fashion stylist who is always traveling. Through her posts, I have noticed that she mentions the places that she has visited. The pictures that she posts show the beauty of those places and can inspire people to visit. The places she has visited, the hotels she has stayed, and the food she has eaten are all advertised in the forms of social media posts.

On the other hand, Four Seasons Hotels and Resorts have utilized social media in a different manner. They decided to create a campaign featuring a plush toy named Maxine. This plush toy was featured in all the most well-known social media such as Facebook, Twitter, Instagram, and etcetera. Maxine traveled everywhere in the Big Apple, and people were excited to see where Maxine was going to travel next. This was a genius idea since it was meant to target family travelers to their hotels. Kids loved the plush toy and they wanted to visit the same destinations that Maxine had visited. They were also able to interact with Maxine in their facilities. The campaign not only brought profits to the hotel, but also to nearby businesses featured in Maxine’s travels.

Google has been experimenting with a new way of advertising, according to Nicholas Ward (2016), CEO of a digital marketing agency. Every time a person searches for information about a hotel, or when they want to book a room through Google search engine, nearby deals will be shown at the top of the list. People will be able to click on them and more information about the hotel will be shown. Also, when changing the check-in and check-out dates, the deal will also change just like any other booking websites. Moreover, Google is trying to make the search engine better to their users by offering not only the best deal but also hotels that are similar in rating for people to compare. Users will be more well informed, and this will make their booking experience more satisfying.

These new ways of advertisement will influence the sales of many hotels in the long run. On the other hand, it is important for hotels to understand this processes and to know how to employ each mean of advertising. For instance, for the hotel to thrive, it would be beneficial for the hotel to be seen in the nearby deals under Google’s search engine. This is because many millennials seek inexpensive hotels with a good location. Social media advertising can also be difficult but not impossible if they have a good sales marketing plan. I believe if done well, a hotel could increase its sales due to these new ways of advertising. What would the advancement in technology affect sales in the future? Would televised advertisement cease to exist? If so, why or why not?

About the Author
Enmy is a Chinese who was born in Venezuela. She loves to travel, discover new places, and plan events. These are the reasons why she chose hospitality management as a career. Enmy is fluent in Spanish, English, and Cantonese, and she is also in the process of learning Mandarin. Enmy is now a senior at California State Polytechnic University, Pomona, and she is expected to graduate in Spring 2017. She is very interested in event planning and wants to own her own event planning company in the future. She is diligent and cooperative, and she currently works at Wokcano, Pasadena as a host.

Reference
Ward, N. (2016, October 24). Google tests single hotel deal placements in search - Tnooz.            Retrieved November 02, 2016, from https://www.tnooz.com/article/google-tests-single-hotel-deal-search/ 
Olenski, S. (2014, February 7). The Impact Of Social Media In The Travel Marketing Industry.   Retrieved November 2, 2016, from                http://www.forbes.com/sites/steveolenski/2014/02/07/the-impact-of-social-media-in-the-travel-marketing-industry/#2f794f725c37  

Comments

Popular posts from this blog

Yammer: A Social Networking Site Exclusively for the Workplace

Effective internal communications among employees are related to some desirable organizational outcomes, such as robust morale, a clear vision, low turnover, and high employee engagement. The question is what platform can serve the purpose. This ABC News video introduces “ Yammer ,” an exclusive internal communication tool for companies. A user must use a valid company e-mail address to sign up for an account. Once an account is validated, the user will be led to the company page that is pretty much like a Facebook page. The difference is that only the users whose e-mail addresses share the same domain can see the wall and communicate with each other. I have no question about whether Yammer could be a useful internal communication tool for companies, but I just wonder: how many social networking sites do people need for communication? Why people have to “create” so many platforms or channels for “effective communications”? To many people, Facebook is only for “friends,” whe

Luxury vs. Millennials and Their Technology: The Ritz-Carlton (By Julia Shorr)

Embodying the finest luxury experience, The Ritz-Carlton Hotel Company, LLC has been established since 1983. In 1998, Marriott International purchased the brand offering it more opportunity for growth while being independently owned and operated. They are known for their enhanced service level as the motto states, “Ladies and Gentlemen serving Ladies and Gentlemen”. The luxury brand now carries 97 hotels and resorts internationally and is attempting to keep the aspects of luxury while keeping up with the trends of the technologically improving generations. The Varying Demographics of the Target Market The Ritz-Carlton’s typical target market includes: business executives, corporate, leisure travelers, typically middle-aged persons and elders, and families from the upper and upper-middle class section of society .   This infers a large range of types of travelers in which all are similar in that they are not opposed to spending extra for the luxurious ambiance. However, with

How to choose the best credit cards for travel (By David Mai)

  Traveling in a Post-Pandemic World If there was one thing the pandemic taught us, it was that everybody became hesitant and unwilling to travel. Shaver (2020) of The Washington Post shared an interesting tidbit in which Americans were actually staying home less during the pandemic, according to research that tracks users' smartphone data.  The quarantine fatigue affected nearly everyone who lived an active lifestyle or loved to be out and about in the world. It was simply not a safe time, and too many regulations were in place that deterred consumers from traveling for leisure. Consequently, the COVID-19 pandemic significantly impacted the travel and hospitality industry. Yet, there is no doubt that people will yearn to travel again when the pandemic is fully lifted. Around this same time, credit card companies have developed unique ways to retain business with consumers who look to maximize rewards and benefits for their journey. A Little Preparation Goes a Long Way