Evaluate your competitive advantages
Every hotel will start with their competitive advantages. Before you take any action to improve your digital presence, it’s important to know where you currently stand. Conduct an analysis of your strengths, weaknesses, opportunities, and threats (SWOT). Get many perspectives involved in your SWOT analysis, both in and out of your hotel team.
This process means evaluating your website, where your leads are coming from, and any areas of marketing that are being underutilized in the promotion of your hotel. It also means examining your competitors–see which channels they use and look for any ways they’re getting an edge over you in their content, search engine appearances, or website.
Map out the long term and set goals
Think of where you want your hotel to be in 10 years. Find three to five big objectives that funnel together. Your decade goals will tie into three year, one year, and even quarterly and monthly objectives you set. Make the goals for each of these timeframes quantifiable. These should be specific numbers tied to deadlines, whether it’s an increase in bookings, web traffic, or awareness of your hotel’s outlets throughout your location. Setting objectives is the most important part of the process. It will give you clarity on your next steps and help you prioritize the marketing channels that will meet these goals.
Interested in learning about more ways to boost your hotel's marketing campaigns? Read more at the 97 Switch Guide to Hotel Marketing.