Hotels have no choice but to adapt to the changing expectations of travellers, a change that is also reflected in the way they communicate. While making customers dream is still the order of the day, promotional campaigns and actions need to stand out from the ordinary in an increasingly competitive market. Whether it's through the prism of humour, art or ecology, each hotel tries to do its best to convert travel desires into stays. What does hotel marketing look like in the 21st century, as the hospitality landscape continues to change?
Selling the dream to your customers
Luxury hotels are champions when it comes to aspirational campaigns, with lush rooms and pools with breathtaking views that lend themselves perfectly to this exercise. But brands in this category have realised that they need to go beyond simple aesthetic videos to highlight meaningful experiences.
The Lux Collective's 'Life Extraordinary' campaign is part of this new approach. Produced in partnership with UK agency Matter of Form, the campaign seeks to convey the message that "time is a luxury and every precious moment deserves to be celebrated". For Julian Hagger, Executive Vice President of The Lux Collective, the campaign is "an awareness-raising campaign designed to imbue the brand's unique positioning".
Highlighting the natural surroundings of each hotel, the campaign has been designed in the spirit of 'less is more' to focus on the essentials that make up a luxury hotel offering. The campaign also highlights the diversity of all the LUX brand establishments by adapting its message and content to each of them.
Through its latest "Leave Better" campaign, the Ritz-Carlton brand is inviting guests to embark on a journey of self-discovery through the various offers and services available in its hotels. The multi-million dollar marketing campaign promises travellers a transformative experience at the end of their stay.
For Jamie Kerr, Senior Director Global Marketing, the campaign "reflects our commitment to not only honour our heritage as a luxury hotel icon, but to embrace the desires of our discerning guests". The brand is interested in the well-being of their guests during their stays but also beyond, pushing the customer experience cursor to the maximum.
For MGallery Hotel Collection, it's the stories behind the properties that are the focus of the "Stories That Stay" campaign. This entirely digital campaign is made up of 3D images of...
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