An emphasis on local, unique experiences has caused a rise in boutique travel. Small-but-mighty boutique destinations are ditching billboard campaigns and glossy magazine ads for personalized, thoughtful marketing that makes an impact. Below are three trends happening now in the boutique travel marketing arena.
1. Marketing when guests are most receptive
As opposed to interrupting people when they’re trying to do something else, boutique travel brands are seeing success by getting in front of people when they’re interested or looking for that brand interaction. Content marketing is rising in popularity as boutique brands offer valuable information that helps guests make better decisions, such as where to visit, how to get there and what to do.
2. Inspiring guests during their travels
Getting guests in the front door is the first step, but encouraging guests to take advantage of the hotel’s amenities enhances the guest experience and increases revenue for the hotel.
3. Emphasizing engagement over reach
Boutique travel brands are moving away from traditional advertising and investing in marketing channels that provide quality engagement with the right people at the right time. Brands have leveraged social media to find those moments when guests are sharing photos from their travels or planning their next trip, and they’re interacting with guests to build a more personal one-on-one relationship.
Hotel Jerome uses Twitter to help guests plan their next vacation.
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