Navigating Change: Key Marketing Strategies for an Evolving World

Emily Hill, Account Manager, Field Marketing, IHG ® Hotels & Resorts, HMSAI Rising Marketing Leader Council Member  

As customers become more discerning about the products and services they buy, there is a global cost of living crisis that brands will need to plan for in 2023. With the cloud of recession and inflation looming on the horizon, consumers are becoming much more discerning about the choices they make. That means it is more important for brands to be transparent and think about their messaging and research or tweak their marketing strategies to be effective in this changing world. The HSMAI Rising Marketing Leader Council got together to discuss how to survive and thrive in this evolving landscape.  

Three Key Takeaways: 

1. Focus on experience and markets: In today’s market, hotels need to be transparent with their offerings and focus on targeting the right audience. Understanding consumer behavior and focusing on local experiences can help attract the right guests.  
2. Build partnerships with the local community: Partnering with local businesses and organizations can help boost a hotel’s presence in the community and attract more guests. By promoting local events and attractions, hotels can create a personalized experience for their guests. 
3. Be forward-thinking with consumer behavior: Hotels can be more proactive in their marketing strategies. Offering a wider range of prices and add-ons can help attract a broader audience and mitigate the impact of economic downturns. 

Go Deeper:  

• What are the top digital marketing trends of 2023?  
• 16 Effective Marketing Strategies to Boost Sales in 2023 
• Marketing effectiveness in a changing world – how brands can thrive in 2023