A hotelier’s approach to digital marketing

Hoteliers developing marketing plans for 2022 and beyond face a task that is arguably more daunting than ever.

The slowdown, in some cases shutdown, of travel in the past 18 months, has reduced the amount of guest data and feedback that they would traditionally have to guide planning.

Along with that issue, the COVID pandemic lingers, causing a continued impact on travel restrictions and on marketing budgets and messaging.

Victoria Murden, global marketing director for the Red Carnation Hotel Collection, shared her first-hand perspective on the current challenges and opportunities in digital marketing for hospitality during the August edition of PhocusWire Pulse: Travel Marketing Tactics.

Murden explained how her team has used digital listening tools to gather guest feedback in the absence of interacting with those people face-to-face in the company's properties around the world.

She also shared how Red Carnation has used the opportunity of the slowdown to focus on longer-term marketing plans, the increasing importance of Google as a marketing channel and how messaging is a critical component of “book direct” campaigns.

The full interview with PhocusWire’s Mitra Sorrells is below...