Guest Engagement Marketing

Program Description

Hoteliers are serving an increasing number of digitally-savvy travel consumers who can be engaged, acquired and retained only via digital marketing and technology strategies and tactics. Today’s hotel guests have become even more digitally-savvy compared to just a year ago - the pandemic has accelerated digital transformation by as much as 7 years (McKinsey & Company). 

Course Participants will learn how to connect and engage online travelers in the Dreaming and Planning Phases of the Digital Customer Journey and how to steer them “in the right direction” in the next phase – the Booking Phase via B2C and B2B content marketing, brand marketing, social media, PR, influencer marketing, content marketing, etc. These marketing initiatives will help participants engage and connect with much desired customer segments: leisure travelers, SMERF group planners, social event planners, wedding coordinators, unmanaged and managed business travelers, corporate group planners, convention travelers, etc. 

According to Google, in the Dreaming Phase, 82% of leisure travelers are undecided on the accommodation they will book, which provides independent hoteliers with ample opportunities to “grab the attention” of the traveler and “ignite interest” in the hotel location, product and value proposition. Only by engaging and intriguing travelers in the Dreaming and Planning phases, hoteliers can ensure a “fresh supply” of potential bookers to the next stage in the customer journey: The Booking Phase.

Program Outcomes

• Develop understanding of the hotel guest Digital Customer Journey and its five phases: Dreaming, Planning, Booking, Experiencing and Sharing.

• Conceptualize successful digital marketing strategies to successfully engage online travelers in the Dreaming and Planning Phases and steer them toward booking the property in the Booking Phase.

• Learn how to develop hotel, company-specific, digital marketing budget for an effective and efficient Guest Engagement Marketing.

• Learn how to achieve better results with less marketing spend.

• Evaluate the digital marketing technology needs of the hospitality organization required to support its Guest Engagement Marketing efforts.

• Develop Google-specific Guest Engagement Marketing Strategy.

• Design digital marketing campaigns to engage customers in the Dreaming and Planning Phases of the Digital Customer Journey, including B2C and B2B Content Marketing, Social Media, Expert Knowledge Marketing, Digital PR, Blogging, Brand Ambassador Marketing, Influencer Marketing,  etc.