Hotel bookings are finally seeing acceleration, hallelujah! COVID concerns notwithstanding, people are eager to venture out again, albeit with care. And with these positive signs in their crosshairs, marketing heads in hotels are working out innovative ways to increase occupancy rates while giving guest the confidence.
Ayushi Bhardwaj, Marketing Communications Manager at DoubleTree by Hilton Jaipur Amer shares her insight on hotel marketers need to relearn about the ways to connect with their target audience, especially women, on this International Women’s Day. And how the narrative has to go beyond welcoming them with free sangria or pink cupcakes.
How can hotel marketers actually understand what their TG for women customers are, and then deliver effective marketing to them?
Most brands cater to preconceived conceptions of what women should do, such as those who spend their time deciding what to wear, what to cook, and what to do in general. And, in order to reflect womankind, the majority of their marketing campaigns are tinged with shades of pink.
Women’s market segmentation can be done based on a variety of factors. For example, one must understand their work environment, the time span for marketing, and their aspirational goals in order to pitch products to a future growth market.
What are the pitfalls of creating a blanket marketing campaign and instead shift to a more niche marketing campaign?
Because there is such a diverse variety of TG in women, blanket marketing would be unworkable. Because you have entrepreneurs, senior executives, housewives, and parents, painting everyone with the same brush would yield little or no ROI.
The niche may be tailored to understand what you want to achieve. It is only after this, that insightful CX-based marketing campaigns can be created.
How can hotel marketers rely on compelling storytelling?
One of the most crucial aspects of the customer experience journey is storytelling. This is what resonates with customers and causes them to remember the brand.
Each story is different; hence the approach towards it will be different too. It is only when marketers stop aping what the person next door is doing that they will be able to strike a chord with their clientele.
