As a Hotel Marketer, you are (I'm sure), familiar with the 5 Ps of marketing. These are the standard concepts used to produce a marketing strategy for your business and consist of: Product, Price, Place, People, Promotion.
ThisPodcast from the Fuel Marketing Podcasthas changed it up a bit. Now, I am not a marketer. I am a photographer who has worked with hotel marketers across the UK and Europe in all number of luxury and boutique hotels and resorts. Here is my 5p worth of knowledge on the 5 P's of Hotel Marketing. Namely:- Positioning, Perspective, Personality, Promise, Profit, and a sixth one being Produce.
Positioning
Communicate your brand for what it really is. Find what is unique about you and what sets you apart from your competitors.It could be that you have a really good chef who is known for his wholewheat bagels. Maybe you are positioned 10 feet from the Atlantic Ocean. Perhaps you give away your dressing gowns to all guests. Or maybe you have adog shaped hotel.
This hotel in Idaho, USA, is just that. The artist couple who built it have embraced their inner Beagle and built a hotel in the shape of a Beagle and fitted the entire place out with Beagle branded items. Does it appeal to everyone? No. Do they have brand positioning and know exactly WHO their ideal guest is? You bet. And it shows in the Trip Advisor reviews and bookings.
You don't need to be as extreme as this. But you should know your brand and your positioning. Sing this out for everyone to hear!
2 – Perspective
The story you tell about your property tells prospective guests where you stand. Make a statement about the experience on your property.
3 – Personality
Every property has its own personality. If your hotel was a person, how would you describe it?
4 – Promise
What expectations are you setting for you guest? Everything prospective guests see or hear sets some kind of expectation of their upcoming stay, including images on the website, the price they have paid, reviews, word of mouth stories, etc.
5 – Profit
If you’ve aligned the other 4 Ps well, your bottom line should reflect a job well done!
BONUS: POW!
Or maybe “produce”? Create & share your story across all mediums and share often
Takeaway:
Be authentic to who you are and what your property is (and isn’t). This sets expectations for your guests so they will come away with a positive experience, and hopefully become brand advocates, which then generates more business.
