小型酒店系列營銷.pdf

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1、Marketinga Small Hotel CollectionNet AffinityCreate forever Senior Marketing StrategistSusan Scott-Lennon 5/7/20252Group Marketing ManagerVictoria BrownHello,Meet our speakersNet Affinity325+years in business working with Independent and group hotelsDelivering YOY book direct growth98%client retenti

2、on(2024)Latest booking engine technology on the marketHoteliers working for hoteliers:150+years experienceAboutNet Affinity5/7/2025Net Affinity3Everything you need tocreate forever guests Booking Engine Digital Marketing&Meta Bespoke Design PaymentsGift VouchersChannel ManagerNet Affinity45/7/2025Ma

3、rketing a small hotel collection5/7/2025Net Affinity5Marketing a small hotel collection online effectively means creating a strong brand presence,showcasing the unique value of each property,and targeting the right audience across multiple digital channels.When looking to develop a comprehensive mar

4、keting strategy for your hotel it is important to take an in depth look at the marketing funnel to ensure you have campaigns targeting each stage.What is the Marketing Funnel?The marketing funnel is a model that describes the customer journey from first becoming aware of a brand or product to ultima

5、tely making a purchase.The idea is that,like a funnel,marketers cast a broad net to capture as many leads as possible,and then slowly nurture prospective customers through the purchasing decision,narrowing down these candidates in each stage of the funnel.Net AffinityWhat is theMarketing Funnel?5/7/

6、20256The marketing funnel is a model that describes the customer journey from first becoming aware of a brand or product to ultimately making a purchase.The idea is that,like a funnel,marketers cast a broad net to capture as many leads as possible,and then slowly nurture prospective customers throug

7、h the purchasing decision,narrowing down these candidates in each stage of the funnel.Net Affinity4 Stages of the Marketing Funnel5/7/20257AwarenessInterestDesireActionGet to know your target audienceNet Affinity8Getting to know your target audience is crucial because it helps you create more effect

8、ive,personalized,and engaging content.Developing a clear understanding of your target audience may be the most important thing you do as a Hotelier.5/7/2025Net Affinity9Create Personas to Define Your Audience DemographicsStart by brainstorming about your target demographics.Who is your ideal custome

9、r?Consider age,gender,location,income,education etc.How do I targetmy audience5/7/2025Net Affinity10Understand Behavioural InsightsDig into the interests,lifestyle,and motivations of your audience.Once you get a general idea of who may stay in your property,you can start to look for them online.Look

10、 at pain points what problems are they facing that you can solve for them?How do I targetmy audience5/7/2025Net Affinity11Conduct Market ResearchRun an Audience Survey,use analytics on platforms like GA4 or Meta,and look at your competitors are there any gaps in the market?How do I targetmy audience

11、5/7/20255/7/2025Net Affinity12You want to create multiple pieces of content to engage with your prospect/customers.You need to think of how the user interacts with the content as they flow through the funnel.As users go through the funnel,they identify if your product or service is the best solution

12、 for them from the content that you provide.How to create experiences people actually want to convert to!5/7/2025Net Affinity13Seafield Audience Personas5/7/2025Net Affinity14Seafield Audience PersonasNet AffinityStage 1Awareness5/7/202515AwarenessInterestDesireAction Awareness is the uppermost stag

13、e of the marketing funnel.People cant buy from you if they dont know you exist.Strategies here are all about visibility and grabbing attention.Youre educating or introducing people to your brand.Here,lead generation takes place for nurturing further down the funnel.Net AffinityStage 1Awareness5/7/20

14、2516AwarenessInterestDesireActionRecommended Campaign Types Google Ads Display Prospecting YouTube Bumper Ads(6 seconds,unskippable)YouTube Shorts YouTube In-Stream Ads(6+seconds,skippable)Meta ProspectingNet AffinityStage 1Awareness5/7/202517Example CampaignsNet AffinityStage 2Interest5/7/202518Awa

15、renessInterestDesireAction Now that they know you,theyre comparing you to others.Marketers can nurture leads through emails,testimonials,case studies and more.Here is an opportunity for brands to develop a relationship with people.Youre guiding them and getting potential customers curious and engage

16、d about your offering.Net AffinityStage 2Interest5/7/202519AwarenessInterestDesireActionRecommended Campaign Types Google Ads/Meta Prospecting Google Ads/Meta Remarketing YouTube Bumper Ads YouTube In-Stream Ads YouTube Shorts Google Hotel Ads Google Ads Location SearchNet AffinityStage 2Interest5/7

17、/202520Example CampaignsNet AffinityStage 3Desire5/7/202521AwarenessInterestDesireAction At this stage of the funnel,leads are seen as prospective customers.Hoteliers can send prospects more information about offers through email campaigns,while continuing to nurture them with targeted content.Youre

18、 solving their problems and proving your value,in turn getting them to consider your product seriouslyNet AffinityStage 3Desire5/7/202522AwarenessInterestDesireActionRecommended Campaign Types Google Ads&Meta Remarketing YouTube Bumper Ads YouTube Shorts Google Hotel Ads Google Ads Location Search C

19、ategory Search(e.g.spa hotels)Brand Search23Exit Intent Polls Get feedback before your visitors leaveAn Exit intent poll is shown when the user tries to leave a page.Exit Intent Poll in the Booking Process Serve a poll to users who leave the booking process to identify why they didnt complete their

20、purchase.This may uncover some gaps in your content,e.g.,no children rates loaded for your family rooms so the customer could not complete their family booking.Option 1 Exit Intent Poll on the CMS Serve a poll to users when they leave the website enquiring if they found all the information they were

21、 looking for,and if not,what they were looking for.Option 2 5/7/2025Net AffinityNet AffinityStage 4Action5/7/202524AwarenessInterestDesireAction At this point,the person is ready to buy they just need the right push.Think targeted offers,retargeting ads,and clear CTAs.Here,its about reducing frictio

22、n and closing the deal.A positive experience can lead to referrals that fuel the top of the marketing funnel,and the process begins again.Net AffinityStage 4Action5/7/202525AwarenessInterestDesireActionRecommended Campaign Types Google Ads&Meta Remarketing Google Hotel Ads Brand Search5/7/2025Net Af

23、finity26SeafieldMessage in a bottleAdvert5/7/2025Net Affinity27Seafield Message in a bottle advertNet Affinity28It is imperative to have a marketing campaign strategy that supports each stage of the funnel to best outperform competitors.To summarize01If you only focus on one stage,youre missing huge

24、 opportunities to turn those leads into paying customers-and then into referrals.02Happy customers can turn into brand ambassadors.03Once someone buys,you want to keep them happy with onboarding,excellent customer service,follow-up emails,or loyalty programs.04A full-funnel strategy ensures youre nu

25、rturing the relationship all the way through.055/7/20255/7/202529Marketing Services at Net AffinityGoogle Ads ManagementMicrosoft Ads ManagementSocial Ads Management(Meta Suite)Meta Search Management(Hotel Ads)Google Analytics Management and Reporting Real time Marketing Reports Additional Platforms

26、 Include Spotify(Beta in N.I+U.K)Pinterest(Weddings,Spa)LinkedIn(Corporate)Net Affinity5/7/202530Net AffinityMarketing a Hotel CollectionCreating Impact Across Multiple Brands5/7/202531Group Marketing ManagerVictoria BrownNet Affinity5/7/202532About-Galgorm CollectionGalgorm Collection is a family o

27、f award-winning Resort&hotels,restaurants,and golf destinations based in Northern Ireland.The opportunitiesNet Affinity33 Shared resources,cross-promotion,and scale Wider reach and audience diversity Ability to offer something for everyone Loyalty and familiarity across properties5/7/2025Net Affinit

28、y34The challenges5/7/2025 Brand consistency vs.individuality“Galgorm Collection”standard v each brand Different guest journeys Audience,booking patterns,experience Varying operational styles Legacy,newly onboarded,internal expectations Distinct tones,tech,and campaigns Creating a sharded structure&r

29、hythm Balance between alignment&autonomy5/7/2025Net Affinity35Guest personasEmma&JamesAge Range:25-54Target PropertyGalgormAudience TypeThe Elevated EscaperInterests&MotivationsEnriching spa and dining experiences,reconnection and nature-led,escapismBooking BehaviourPlanned getaways,influenced by se

30、asonal campaigns and packages,uses Google&Instagram to explore before booking directlySarah&Mark+kidsAge Range:30-54Target PropertyRoe Valley ResortAudience TypeThe Together-Time FamilyInterests&MotivationsGolf,leisure,child-friendly,relaxation with outdoor access,green spacesBooking BehaviourSchool

31、 holidays,family packages,values all-in-one packages with family dining and kids activities,engages with Facebook ads,reviews and offersClaire&PaulAge Range:35-65+Target PropertyThe Old InnAudience TypeThe Heritage RetreaterInterests&MotivationsCountryside charm,historic vibe,spa and nature on the d

32、oorstepBooking BehaviourSeasonal breaks,midweek stays,attracted to traditional offers,dinner,B&B or spa escapes,influenced by gift experiences,referrals,emails and featuresChloe,Niamh&RyanAge Range:18-44Target PropertyThe Rabbit Hotel&RetreatAudience TypeThe Social AdventurerInterests&MotivationsQui

33、rky stays,celebrations,Instagram moments,upbeat vibe,fast-paced getawaysBooking BehaviourSpontaneous bookings,short lead time,triggered by Instagram content,Tik Toks,flexible on dates,price sensitive but experience driven,late night browsingNet Affinity36Navigating overlapping audiences5/7/2025 Same

34、 guest,different intent Segment by mindset and moment Use data to guide tone,timing,and messaging Channel strategy varies by persona and booking behaviour Its not who they are-its what they need right now This gives us targeting clarity&commercial flexibilityOur Approach to Brand Architecture5/7/202

35、537We follow a“house of brands”model,with Galgorm Collection as the umbrella,and each property having its own brand identity,voice and visual language.But beneath those differences is a clear set of shared valuesThis helps us cross-sell,share campaigns and still allow each property to stand confiden

36、tly on its own.Brand architecture has been essential for clarityin how we speak to guests and how we brief agencies and partners.Service Excellence.Sense of Place.Strong Regional connection.Luxury.Net Affinity5 Key Pillars for Marketing a Hotel Collection5/7/202538Digital First but Not Only DigitalS

37、tory Led ContentAlways On&Seasonal StrategyExperience-first MessagingCollaborationNet AffinityKey Pillars5/7/202539Digital First but Not Only Digital Digital drives speed,testing,and personalisation CRM,paid media,and programmatic inform day-to-day Traditional media still builds trust for new brands

38、 Channel mix tailored to each property Spotify works for The Rabbit;Pinterest for Galgorm Its not just what we say-its where we show upDigital First but Not Only DigitalStory Led ContentAlways On&Seasonal StrategyExperience-first MessagingCollaborationNet AffinityKey Pillars5/7/202540Story Led Conte

39、nt Sell the feeling,not just the package Emotion-led storytelling drives bookings Guests picture themselves in the experience Visual tone and narrative feature lists Content crafted for scroll-stopping impactDigital First but Not Only DigitalStory Led ContentAlways On&Seasonal StrategyExperience-fir

40、st MessagingCollaborationNet AffinityKey Pillars5/7/202541Always On&Seasonal Strategy Always-on activity captures in-market demand Paid search,CRM,and retargeting run year-round Seasonal spikes drive urgency and booking behaviour Examples:Valentines,school holidays,summer spa Balances consistency wi

41、th campaign flexibilityDigital First but Not Only DigitalStory Led ContentAlways On&Seasonal StrategyExperience-first MessagingCollaborationNet AffinityKey Pillars5/7/202542Experience-first Messaging Lead with emotional benefit,not logistics“How it makes them feel”is the real selling point Tailored

42、tone per platform:punchy or narrative Cut through noise with relatable storytelling Emotion features builds stronger connectionsDigital First but Not Only DigitalStory Led ContentAlways On&Seasonal StrategyExperience-first MessagingCollaborationNet AffinityKey Pillars5/7/202543Collaboration Marketin

43、g aligned with spa,F&B,and ops Campaigns are bookable,deliverable,and timely Internal intel shapes tactical decisions Enables fast response to availability shifts Keeps guest journey seamless from ad to arrivalDigital First but Not Only DigitalStory Led ContentAlways On&Seasonal StrategyExperience-f

44、irst MessagingCollaborationNet Affinity07/05/202544Evolving content pillarsOriginal pillars:Spa,Dine,Stay,Celebrate,EventsNew acquisitions required a rethink of guest intentAdded Golf as a core content and experience pillarUpdated creative,and storytelling to reflect new valueEnsured golf was integr

45、ated,not siloedShows how content adapts with the brands growthNet Affinity07/05/202545Integrating a new brandStart with brand audit:voice,visuals,values,gapsAlign core values with the Galgorm Collection promiseEstablish tone,design directionDefine target guest persona earlyDecide:subtle“powered by G

46、algorm”or standalone presence?Launch with marketing support across collection channelsBalance independence with shared infrastructure(CRM,loyalty,creative)Net Affinity07/05/202546Campaign spotlightWhy Market Expansion MattersAll Galgorm Collection properties are located in Northern IrelandStrategic

47、need to broaden market beyond domestic NI audienceGuest overlap between properties limits internal growthMarket expansion into Republic of Ireland began in 2016Learnings from market deluxe rooms&suites/higher spendROI business has grown significantly:4%to 27%Supports long-term sustainability across

48、the portfolioNet Affinity07/05/202547Campaign spotlightGalgorm Rewards:A Unified Loyalty ProgrammeLaunched in February 2024 across all Galgorm Collection propertiesSingle loyalty programme for all stays,spa visits,and dining experiencesGuests earn points no matter where they stay or spend18,605 memb

49、ers to date and growingOver 4m points accumulated since launchEncourages repeat bookings and cross-property explorationDrives direct bookings,increases guest value,and improves data insightNet Affinity07/05/202548Campaign spotlightChristmas Voucher CampaignIndividual Brands,Collective Power Each bra

50、nd markets its own gift vouchers with distinct visual identity and toneVouchers can be redeemed across all Galgorm Collection propertiesStrong seasonal push in Q4 with brand-specific campaignsCreates emotional connection and clear reasons to giftCollective benefit:35%increase in voucher sales(NovDec

51、 vs.2022)Drives new customer acquisition and repeat visitsNet Affinity495/7/2025Tactical Takeaways Dont copy&paste content across brands Tailor tone and intent Build brand clarity before media spend Take time to define tone of voice,audience,visual identity Centralise insight,decentralise execution

52、Mix of intelligence and individualism Unify systems,personalise delivery Cohesion without losing brand identityNet Affinity505/7/2025Tactical Takeaways Leverage individual brand power with collective strategy Diversify your market base.Segment by mindset and occasion Tech and CRM are not optional.Net Affinity5/7/202551Marketing a collection is about creating a family of brands that shine together and individually.Net AffinityThank You5/7/202552