How hoteliers can prepare for the biggest marketing trends of 2024

2023 was a big year for the hotel industry, with record-high ADRs and increased demand as leisure travel continued to lead post-pandemic recovery.

In 2024, capturing travelers’ attention will be more important than ever. To stand out and reach potential guests, lodging operators must become familiar with the latest developments in digital marketing, such as the skyrocketing popularity of generative AI or restrictions on third-party data.

How can you prepare for the significant marketing changes of 2024? Here are some suggestions to help you adapt your strategy as we look at how the marketing landscape will change this year.

Incorporate AI into your strategy

Generative AI turned the world upside down in 2023. This revolutionary technology is excellent for automating specific tasks, particularly in digital marketing, as it significantly reduces the time and effort spent researching and generating content.

AI technology has numerous practical applications that hoteliers can use to streamline their digital marketing endeavors. For instance, you can use AI to write your social media captions, website copy, OTA channel descriptions, and ad copy. Additionally, AI can create images and videos and help write SEO-optimized blogs.

Remember that AI technology is still developing, so it is important to always fact-check, proofread, and edit content before posting.

Stay up-to-date with Google’s updates

Google is constantly updating its algorithm and products, with 2023 bringing some of the most significant changes to the popular search engine. In July 2023, Google Analytics (GA4) replaced Universal Analytics, and which is now integrated into Google Adwords. This integration is specifically designed to cater to the evolving requirements of businesses operating in sectors like hospitality, which rely heavily on customized interactions and prolonged marketing campaigns. Additionally, Google’s long-awaited disappearance of third-party data is expected to take effect in Q1 of 2024.

With both updates, lodging operators must adjust their data collection strategies, starting from their website visitors. You can set up your website to collect guest details using a booking engine, chatbot, and a guest messaging solution. First-party data will enable you to create segmented lists for future remarketing efforts and personalized marketing campaigns.

Capitalize on experiential travel

Gone are the days of travelers taking a trip just to explore the destination. Today’s travelers are increasingly attracted to places that offer unique experiences, whether that be gourmet food tours or concerts and sporting events. They are willing to pay more to stay at hotels that provide convenient access to these experiences.

This shift represents a significant marketing opportunity for lodging businesses. As part of your marketing plan, make sure that you stay up-to-date with any upcoming concerts, festivals, sporting events, and conferences happening in your area. Having a calendar of events for 2024 will allow you to develop unique marketing campaigns and packages tailored specifically to these potential customers. Consider offering exclusive room rates, transportation services, themed amenities, and other event-related perks. You can also use targeted digital ads to promote these offers.

Be wary of your rates

With rising inflation rates and economic uncertainty, travelers are set to be extra wary of hotel prices this year. While searching for accommodation online, potential customers will be looking for the most cost-effective booking method available across various platforms such as OTAs, metasearch engines, and hotel websites. Business travelers are the exception, as they tend not to be as price-sensitive as other segments and may prioritize other factors when booking their trips this year.

According to Phocuswire, almost 3 out of 4 travelers use metasearch engines to research their hotel bookings. Therefore, you must maintain rate parity across all channels, as metasearch sites offer a transparent comparison of costs across different channels. Since most travelers prefer the lowest-priced option, you must monitor rates closely to increase direct bookings through your owned channels.

Prepare for generative search experience

In May 2023, Google announced its new generative AI experience in search (SGE), which uses artificial intelligence and conversational features to improve search results. When searching for a hotel, SGE briefly summarizes the information, adding image links from different sources, including Google Maps, Google Business Profile, OTAs, review sites, and other resources. SGE will also allow users to ask the AI follow-up questions, making the search process more interactive and user-friendly.

It's essential to optimize your property's online presence so that it appears on AI-driven search engines and reaches potential guests. To improve your website’s visibility and credibility, there are a few key things you should focus on. Firstly, invest in SEO by creating high-quality and original content for your target audience, conducting keyword research, and ensuring your website is technically sound. Next, optimize your website by adding eye-catching visuals, reviews, and an easy-to-use interface that works well on mobile. Lastly, optimize your Google Business Listing by collecting and responding to reviews and ensuring all the information in your profile is accurate.

The future of hotel marketing

From experiential travel to collecting guest data and generative AI, lodging businesses have many opportunities to optimize their marketing efforts in 2024. By leveraging the latest technological advances, you can stay ahead of the curve and take your digital marketing strategies to the next level.

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