A hotel’s marketing strategy is one of, if not THE most important factors in their success. Without a clear understanding of what your customers want and how to get it to them effectively, you will be missing out on potential business and profits. In order to really get more bookings from online marketing efforts, there are three different approaches you can take: diversification, specialisation and personalisation.
Diversification essentially means reaching as many people as possible, as often as possible so that when they need your services, they’ll come across you when they search online.
Specialisation means focusing your attention on some smaller subset of potential guests by using a specific type of ad that targets consumers who share their characteristics (age range, gender and location).
Personalisation focuses more narrowly on targeting specific individuals based on information about them like browsing history or other purchases.
The best combination will likely depend greatly upon your target audience; determining which approach is best should be done through testing different types of ads with small audiences until you identify which ones prove to be most effective with increasing bookings at hotels.