Hospitality Marketing

The holiday season is a goldmine for the hospitality industry, offering a unique opportunity to significantly boost revenue and occupancy rates. To make this happen, though, hospitality marketers need to strategically plan their timing, build unique campaigns, and use resort data to segment their guests by behavior and preferences. Holiday marketing is most effective when you add a personal touch and make it memorable for your guests.

There are a lot of nuances that come with running a venue — whether that be a boutique hotel, resort chain, event center, or restaurant — that can make things complex for a property manager. Pulling together an event using manual processes and overwhelming to-do lists can have a negative impact on the execution of the event, the guest experience, and potential revenue.

In the hospitality industry, one of the most fundamental aspects of enhancing guest satisfaction, driving customer loyalty, and staying ahead is understanding your guests and their needs. Appealing to your guests’ emotions and building a strong connection with them is crucial as humans tend to act and/or buy based on their emotions, then justify that purchase with logic later on.  

In a recent webinar, Ascent360 CEO, Scott Buelter was joined by four marketing leaders from Pacific Group Resorts, Inc. (PGRI) and affiliated resorts Mt. Washington, Jay Peak, Wisp and Wintergreen. As part of the discussion, they shared the importance and immense potential of data-driven marketing in the hospitality industry & provided valuable insights into how they’ve maximized the effectiveness of their marketing, both on the conglomerate and individual resort level, by harnessing the power of their guest data.

Your resort has so many points of inbound data (from lodging, to spa, to golf to food & beverage) which can lead to scattered, disparate data—or data silos—that prevent you from reaching your guests at the right time with the right message. Luckily, with the appropriate tools in place, you can make meaningful connections with your guests, break down those data silos, and capitalize on additional revenue opportunities.

Digital marketing isn’t slowing down anytime soon — in fact, it’s only revving up — so it’s important for hospitality marketers to stay on top of the latest trends to keep bringing back guests, drive more direct bookings, and increase revenue. We’ve had our eye on some of the leading trends predicted for 2024 and they will be crucial in streamlining your marketing tactics and improving your guests’ overall experience.

Ascent360 recently sat down with award-winning boutique property, Mirror Lake Inn, to discuss the impact of data driven relationship marketing for hotels and resorts and how it can drive return visits and improve the guest experience. In this recap, we will show you how to upgrade your marketing from standard to deluxe by using the data you already have to uniquely customize communications with your guests.

There is so much opportunity for hotels and resorts to create a more personalized and impactful experience for their guests, and sophisticated automation in marketing is one of the best ways to do so. Hotels and resorts are pulling in endless amounts of data from all aspects of operations, including sales and marketing, activities and rentals, dining, lodging, and so much more. However, those data points are often coming in through multiple systems which create data silos throughout the organization.