2016 just started and it is the right moment to take stock of last year. Above all, we have to consider the results of recent statics, in order to learn from what has been achieved.

Marketing is now essential for the hospitality sector. These are the days of the web and mobile and advertising campaigns are becoming more complicated. Thanks to marketing activities it is possible significantly increase productivity and competitiveness of a structure. This is why we want focus today on what happened in this field in 2015, in order to improve the future strategies.

The first digit that is immediately apparent is that of investments. A marketing Manager has at its disposal an annual budget of only 10 grand for use in his work. Nevertheless, the contribution of the marketing activities (in particular on the web and social network) in increasing the Hotel revenues is real high. Companies should believe in web advertising and in social as sponsor more; it will be good if in 2016 there will be much higher investments.

The origin of reservation is another very important point connected to web and social. In 2015, over 25% of the hospitality gains came from mobile devices. In just two years, the percentages is more than doubled: from 9% in 2013 to 25 % in 2015. This too is a statistic that provides many indications for the future. Your structure should become “on an application scale”. Smartphone and tablet represent the new and the future way of purchase.  

Advertisements of hotels on the main tourist portal deserve special mention. Data collected through TripAdvisor showed that to add pictures in the profiles doubles booking and in some cases triples them. Here, we want open a small but important parenthesis about marketing psychology. In some of our previous articles, we have already seen that, today, customers are continually creating new feelings. Visual impact means a lot on the web and for this reason, thanks to picture it is possible to attract more potential clients. In support of this argument, we report another surprising result: almost 70% of tourists in 2015 started a search for hotel room without having a destination in their mind. Half of those 70% carried out its choice only after a long series of evaluations of the pictures in the advertisements

A marketing strategy that needs to be absolutely revisited is about communication between host and guest. Unfortunately, less than 30 % of the hoteliers dedicates some to a conversation with future clients. After making a booking, a tourist wishes to receive information and suggestions about the holiday, but this is something undervalued by a host. Loyalty rewards scheme passes also and above all through communication. In 2016 it is therefore necessary to improve business services in this area, with strategies which aim to completely satisfy customers.

We want to conclude with some data about Marketing Managers opinion. In addition to low investment by hotel accommodation, many of them also complain a significant shortage of time to do their job. In 2016, companies must have a new approach towards web and social marketing, but also towards professionals in the sector, considering the importance of marketing and of the new advertising world. We think that one of the best business strategies, for the present and for the future, is to outsource one or some internal services. In fact, thanks to Outsourcing, it is possible to cut costs and to invest in more productive areas. And that’s not all: with an outsourcing solution you may have more time and energy to spend on activities which shall ensure a reliable business growth.

Gruppo La Meridiana offers Outsourcing services and consultancy targeted to address effectively all problems of your business. Your needs constitute our work. A successful partnership is possible only thanks to experience and professionalism. We have the right skill and tools to take you on a new amazing year.