Trends change every minute of every day and what could happen today may not be significant tomorrow. However, it is important to take into account the evolution of the market in recent weeks, months or years to help evaluate future trends.
This does not necessarily mean looking to the past will help determine a strategy for the future without error. But it always helps to create a plan that involves risk management strategies.
Below is an exhaustive analysis of the biggest surprising trends that hotel sellers simply cannot overlook in 2017 and beyond.
Five years ago, hotels were spending 80% on content creation and 20% on content promotion. Since then, the tide has changed and reached the current point, where the relationship has completely changed. Successful hotel businesses today create differentiated content and put some advertising and promotional power behind. As good content doesn’t last for long without promotional campaigns. Native advertising will be a gateway to content marketing in 2017.
The Next Big Thing: As the world has moved to social media, today’s consumers prefer to make their buying decisions through product research through comments and observations found on social media. These reviews and opinions can be based on their favourite personalities, who are having massive followers on YouTube, Instagram, Snapchat, Pinterest and many other existing and upcoming platforms.
Why is the content created? Does it have a actual impact on your customers or prospects? Is there a deeper intention behind what you do, rather than creating content as part of your marketing and sales machinery? These are some of the questions raised at the time of marketing as planning in advance is the key to a successful marketing campaign.
Video and Visual:
Based on statistics, it is clear that the strategy of visual storytelling is huge and very important. It has become essential to use video to convey valuable information through video. However, most hospitality brands are still hanging from their video strategy viral rather than building a process and organization around the continuous delivery of respected information.
Teams and Workflow:
Hiring experienced and skilled team members: There are many examples of well-meaning hotel content marketing programs that have slipped in the air and disappeared. There are many factors that could have led to this, but one of them is hiring inappropriate and inexperienced to make real content experience.
Pokémon Go anyone? For simplicity, if your content is not easily digested on a mobile device, you have a serious problem that needs to be addressed quickly before losing most of the target consumers to others in the same business as you.
Before choosing a technology for content marketing, it is imperative to have a good strategy to start. The strategy should be evaluated with several trial and error methods to be convinced to use a particular approach of the selected technology, because errors are very common in this area.
Integration with Sales:
Most organizations are dominated by sales, and if we do not begin to include salespeople into the world of hotel content marketing, hotel marketers are going to get back to offices and hit brick walls. This is sad but true. This point is often disregarded in some hotel companies which is not good because in 2017 this is going to be among the top trends in hotel marketing.
Email and automation marketing:
Review emails. Two things are clear about email. First, email is not dead, and perhaps more important than ever for content marketing programs.
Secondly, most companies send spam mail disguised as daily content to their main stakeholders. It seems that marketers use approximately 10 percent of this functionality behind marketing automation. In other words, most hotels are using marketing automation in the wrong direction.