Digital Hotel Marketing A Paradigm Shift Towards Enabling New Travel Markets — Are Morch, Digital Marketing Coach

The coronavirus (COVID-19) is forcing hotels to rethink their digital marketing strategies. Travel bans, social distancing, mental challenges, newly imposed health requirements are now forcing us all to look at digital marketing from a new perspective.

Hotels that can use new technology and tools well to keep on going despite uncertain markets through an innovative digital marketing transformation will be ahead of the competition.

New technology is also making it easier for hotels to adapt to new digital marketing strategies.

Let’s take a look at how digital marketing is enabling a paradigm shift for hotels that are looking to tap into new travel markets today.

Why digital marketing matters for hotels

A recent survey by AHLA shows that as much as 2/3 of hotels will lay off more employees without further aid.

• 68% have less than half of their typical, pre-crisis staff working full time currently
• Half of the hotel owners said that they are in danger of foreclosure by their commercial real estate debt lenders due to COVID-19
• Without further governmental assistance, 74% of respondents said they would be forced into further layoffs
• More than 2/3 of hotels (67%) report that they will only be able to last six more months at current projected revenue and occupancy levels absent any further relief.

This data illustrates the urgency for hotels to take deep dive outside traditional market segments and better understand what is important for travelers that now are looking for accommodation.

Today it has become more important than ever to understand customer states.

Their cognitive behaviors (perceptions) are influenced by new technology and mobile devices. And the pandemic also has influenced issues like health, hygiene, safety, and trust.

Which again will impact customers’ affective state (intent). New data shows that intent is influenced by the ability to communicate what type of actions your hotels have taken about…