Boutique hotels are inherently original, different, unusual, relatively small – all these facets also make boutique hotels slightly tricky to plan for and market effectively. Get started by reading about the key attributes of a boutique hotel.
This post is a step by step guide to help promote a boutique hotel. If, however, you are at the feasibility stage, then start with how to do a feasibility study for a boutique hotel.
If you are looking for a starting point for an existing boutique hotel, you may want to start with a situational analysis to review where your hotel is currently.
1 – Establish the target audience
- Buying ability
- Traveller types – how do you segment the market for your boutique hotel?
- Traveller expectations – what do travellers want from your boutique hotels?
- Market conditions – is there a market for your boutique hotels?
2 – Define the product offer
- Product differentiation – how can you differentiate your boutique hotel from the competition?
- Rooms – what makes a perfect boutique hotel bedroom?
- Luxury quotient
- Service levels
3 – Research audience booking channels
- Competition/how much is online? – how to research your competition for boutique hotels?
4 – Identify a clear pricing strategy
- Room types – how to plan room types for your boutique hotel
- Rate plans – how to choose the right rate plans for your boutique hotel
- Seasons – how does seasonality affect your boutique hotel pricing strategy?
- Packages – The ABC of creating effective packages for your boutique hotel
- Pricing – How to price your boutique hotel
5 – Define branding and identity
- Unique selling point/s
- Local versus global
- Brand elements (logo, tagline, design, promise, colour palette, offline and online consistency)
6 – Plan website content and ongoing management
- Key website attributes – 10 key attributes of a boutique hotel website
- The content goal matrix – how to start planning a boutique hotel website
- Design and layout
- Visual impact
- Ease of navigation – 20 ways to maximise your hotel website navigation
- Ease of booking – how a boutique hotel website can maximise the online booking experience
- Website speed and conversion
- Optimise website for voice search
- Website content management system
- Website Booking Engine
- Content management
- Ongoing website management
- Fresh content
- Tracking and analytics
7 – Plan for reputation management
- Audit current reputation – how to audit your current reputation management practices
- Plan reputation monitoring and approach – how to plan reputation management at your boutique hotel
- Ideas to generate more online reviews – 25 ideas to generate more hotel reviews
8 – Promote your hotel
- Map your customer’s travel journey – study guest booking journey to maximise revenue
- Develop a direct booking strategy
- Establish a promotion strategy and create promotions
- Set up e-mail marketing campaigns – how to set up email marketing campaigns for your hotel
- Review and identify media advertising opportunities
- Digital ad campaigns including retargeting
- Plan public relations activities
- Plan sales activities
- Identify a channel strategy for promotions
- Create partnerships with complementary businesses
- Implement a plan to improve organic search results
- Develop blog content strategy and creation
- Identify a social media strategy and action plan – how to plan your hotel’s social media strategy
- Use influencer marketing
- Establish loyalty driven promotions
- Combine destination marketing with hotel marketing
- Create an “in hotel” plan for promoting hotel services
9 – Maximise results through OTAs and metasearch
- Direct channels (brand and voice reservations)
- Work with metasearch companies like Kayak & Trivago
- Choose the right Online Travel Agencies (OTAs)
- Work with relevant niche operators
10 – Work with select group of wholesale & tour operators
- Review if wholesalers are relevant to your boutique hotel
- Identify niche tour operators who can bring value
11 – Consider suitability for group business
- Review potential for small meetings
- Review opportunity from leisure groups
12 – Identify corporate & bleisure opportunities
- Direct contracting with corporate companies – how to target global corporate travellers
- Travel Management Companies (TMC’s) and GDS reservations
©Whitesky Hospitality 2019