Hotel customers no longer enter the top of the sales funnel looking for general information and brand awareness; the situation is flipped and customers are defining the buying process.

Customers use social media for research, comparison and community input, and hoteliers need to understand that by the time customers end up on their property’s website, they are almost in the end of the buying process.

Hotels must therefore understand social selling, using the same marketing mechanisms as Airbnb and HomeAway to create new alternatives that will add value for customers, beyond location, amenities, price, and availability, but including building communities, and defining their brand’s culture, happiness, and core values.

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