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Steven Chrappa, Director of E-Commerce, Hard Rock Hotel New York, Rising Marketing Leader Council Member
International travel is a key piece of business for hotels in major markets as these guests stay longer and spend more when compared to domestic travelers. Many of these markets are returning to their pre-COVID levels so how are we as hotel marketers looking to introduce and reintroduce our hotels to key feeder markets? This is the topic I brought to HSMAI’s Rising Marketing Leader Council for discussion.
One Rising Leader Member shared, “Our approach includes tapping into the recognition of our brand, which globally resonates with a diverse audience.” The conversation among the group revealed a common theme: the need for targeted marketing and operational adjustments to serve international travelers better. Tools from various data platforms offer a granular look at who’s coming and from where, which helps in writing targeted marketing messages.
Hotels are testing other methods that range from leveraging strategic locations that appeal directly to international travelers to employing advanced analytics to understand and predict visitor behavior better. “It’s about more than just waiting for guests to book; it’s actively creating reasons for them to choose us,” adds a participant. This involves everything from customized promotions to partnerships that enhance direct booking opportunities.
Operational strategies are also evolving to meet the nuanced needs of international visitors. This includes employing multilingual staff and offering services that address cultural preferences and expectations. “Ensuring our guests can navigate their stay comfortably, from check-in to check-out, is paramount,” mentioned one RLC member. The importance of direct bookings is emphasized, with strategies aimed at reducing reliance on third-party booking platforms, which often obscure valuable guest data.
Questions for Your Team
- Is international travel a focus or an emerging focus?
- How do you sell your property to international consumer? How is your marketing different (if at all)? If your property is branded do you rely more on the brand’s assistance (if applicable)?
- Have you noticed a shift in your markets pre and post COVID?
- For our partners, how do you market a particular property to international markets?
- Operationally does your team do anything different for international guests?