Some things will be different. Obviously the pandemic changed everything including the Marketing of hotels.
They may want, and looking at segmentation, targeting and benefits. :
- Hotel Name
- Reward Programs: Points added to their accounts for example Hilton HHonors, Starwood’s Preferred Guests. Wyndham Rewards, Marriott Rewards and other
- Ironing board
- TV with a good, working remote
- Rest & Relaxation (In promotion, hotels fight/battle over the claims of which ones have the best beds, sheets, etc.)
- Fitness Center
- Convention Services
- Pampered or Pampering
- Food and Beverage
- White noise machine
- Candy, apples or cookie at check-in, or turn down service.
How about safety? Safety from Covid-19?
There will be many ways for hotels and travel associates to promote themselves.
One will be a healthy environment. Hotels need to lure “people” back and one way is to highlight cleanliness and safety in a post-Covid period. Forbes Travel Guide rates and ranks hotels.
They are now teamed or partnered with Sharecare to create differentiation and ranking hotels on safety and health. Smart. Sharecare Health Security VERIFIED with Forbes Travel Guide.
Sharecare has hotels looking at 360 aspects as in 360 degrees; standards are applied on hygiene, health, safety cleaning products, procedures, ventilation and physical distancing procedures.
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I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising.
The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions. The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's.
I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.
In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:
- People (Segmentation and Targeting)
- Potential customers of hotels. Looking for more than just rest...In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users.
- Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention?
- "People" or targeting has almost always been left out of the traditional "Marketing Mix," almost every diagram includes the four P's with Product, Promotion, Place and Price.
- Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them. Add the other components in the nine P's.
- In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
- To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too, which may be a vital component or components of the 9P's of Marketing.
- Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
- Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step.
- Product and Services
- Under the 9P's, it's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
- A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
- Place (Distribution)
- An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible. How about safety and ratings by Forbes and Sharecare?
- There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities.
- The activities that communicate the merits of the overall product include:
- Personal Selling/ Sales Force: Sales persons
- Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering.
- Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells."
- Sales Promotion
- Collateral Materials
- Direct Marketing (also referred to as Action or Direct Response Advertising)
- Interactive/Internet/Web, Digital Media, Social Media:
- Events and Experiences
- Public Relations/PR
- Here are some strategic comments and questions under Promotion:
- To whom should you target and promote? Under "People"/Targeting, target market, audience with media characteristics fall here.
- What should you promote? Benefits? Strategic copy points.
- Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
- Ask is there a better way? A different promotional mix. There has to be a better way.
- What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?"
- Look at different strategic partners? Their costs?
- You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs.
- What form or combination of promotion should you offer? Features?
- How frequent? Add media planning here.
- It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.