We are not exaggerating when we say that an unplanned or half-hearted marketing plan can lead to the failure of a business, especially in the hospitality industry. Therefore, hiring a digital marketing agency aligned with your ethos, expectations, and future progress is critical. However, the question of how to choose the best hotel marketing agency often leaves many hotel owners, especially those with smaller and single properties, confused.
Business owners often falter when collaborating with a marketing agency because they do not always look for one that is right for them.
Our tips on selecting the best hotel marketing agency will help you narrow down to finding an ideal partner that can assist in boosting the brand and revenue of your business.
Why do you need the right hotel marketing agency?
We previously discussed the benefits of hiring a hotel marketing agency. However, the need to choose the right one is equally essential.
Since we are in the midst of the digital age, everyone is trying to jump on the bandwagon. As a result, the market is brimming with digital marketing agencies promising exceptional results and claiming to be the best.
However, the truth is far from it. As with any industry, not every agency can help your particular business the same way as a leading hotel marketing agency like Adigital.
So, how do you choose the best hotel marketing agency for you?
Let’s find out…
Expertise
The most fundamental aspect to remember when choosing a hotel marketing agency is their niche and expertise.
Not all digital marketing agencies are the same. Moreover, even some of the very best ones might not have any experience in the hospitality business.
Working with a hotel marketing agency like Adigital, which has expertise in your field, pays massive dividends over time.
Why, you wonder?
It’s because a specialized digital agency like Adigital offers the following advantages;
- They understand the market in which you operate.
- A hotel marketing agency has prior knowledge about the business, its requirements, and challenges.
- In all probability, they know about your competition and can instantly construct a strategy that gives you an edge over them.
- A hotel marketing agency has prior experience in your business. This allows you to analyze their portfolio and success rate before you sign them on.
- A hotel marketing agency’s staff are professionals trained in your particular niche.
Adigital is a leading hotel marketing agency created around the needs of modern-day hoteliers.
Simply put, the biggest mistake any hotel owner can make is hiring a random digital marketing agency. Focusing on one that knows the ins and outs of your industry is a must!
Holistic Approach
A quick search on Google for leading digital marketing agencies will provide innumerable options.
Things start to get confusing as many agencies categorize themselves as one of the following;
- Advertising
- Promotional
- Digital
- Social Media
- Public Relations
Working with multiple agencies is challenging and costly, especially for smaller hotels. Thus, when choosing the right hotel marketing agency, pick one that can provide you with a holistic approach.
What does this mean?
Take Adigital as an example. When you work with us, we handle every element of your digital requirements. You do not have to go elsewhere should you require any of the below services.
- Web design
- Content creation
- Metasearch
- Search Engine Optimization
- E-mail marketing
- Social Media management
- Google Ads
- Web hosting
- Hotel branding
- Influencer marketing
Moreover, since we have all of the above and more in-house, it is simpler and faster to plan and alter a marketing strategy across various modules.
Budget
Budget plays an essential part when choosing a hotel marketing agency. But unlike other cases, the cheapest option might not always be ideal.
It takes investment to harbor a successful marketing plan. An agency that charges you a little more will eventually bring better results and revenue.
Remember, digital marketing is not a one-time project. Thus, marketing agencies are equally invested in your business as they want to retain you as a client. To do so, they will focus on showing continued results, which in turn needs capital.
Nevertheless, any leading marketing agency will also know how to work around your budget. For example, they will advise you to start small, plan promotions across limited avenues, or focus more on the website. And once the outcomes lead to higher sales, you can then expand your marketing budget.
Business interest
When interviewing, see which companies ask the most questions. They are usually the ones you should be leaning towards.
Being an expert in hotel marketing does not mean being a know-it-all. A good digital agency is aware that not every customer is the same.
So, they are more than likely to ask you an array of questions about;
- Your initial and future marketing budget
- The focus of your marketing plan
- Big Data collection
- Occupancy rate
- Web design and analytics
- Conversion rate
- Hotel USP
- Hotel vibe
- Unique visitors to your website
- Any problems that you are facing
- Your main requirements
- OTA listings
- Measures taken to increase bookings
Don’t be alarmed by the agency taking an interest in your business. They might even want to visit and audit the property in person if possible. The more keenness a hotel marketing agency shows in the workings of your hotel, the better their strategy will be.
Furthermore, the above questions help the agency form a baseline for your hotel business, allowing them and you to analyze the success of any future marketing strategies.
Timeline
Any company promising excellent results in a very short time is a big red flag when it comes to choosing the best hotel marketing agency.
Digital marketing, when done right, takes time.
An agency can only guarantee quick results if it uses black-hat SEO techniques. They might show incredible results in the short term but can destroy your ranking on SERPs in the long run.
At the same time, a leading hotel marketing agency will not shy away from sharing a timeline with you. Typically, top agencies have 30-60-90-day plans that individually mention the strategy and expected results.
Communication
An outstanding hotel marketing agency does not wait for you to call them. Instead, they are a step ahead, communicating every aspect of the plans and their analysis.
Of course, communication is a two-way street. Therefore, the hotel’s sales team needs to develop a mutual relationship with the marketing agency from the very start.
However, when wondering how to choose the best hotel marketing agency for you, look for one that not only presents a well-thought strategy but also includes detailed monthly reports in their plan.
Location
Location is a slightly tricky aspect of picking the right digital agency. Typically, it is advisable to go with a local organization in your city or at least your country.
For instance, if you are based in Greece try and see if there is a good agency nearby. Being locals, they would know extensively about the Greek hospitality business, regional zeitgeist, and your competition.
Take Adigital, for example. While we have an international presence, some of our success stories reflect on our expertise when it comes working with local businesses.
Admittedly, having a good marketing agency in your region is not always possible. At the same time, if you are a multi-chain establishment, you need an agency that can handle national and international marketing.
Ultimately, it is always best for smaller hotels to go with someone local, while a larger chain can opt for a hotel marketing agency in another city or country.
How do I choose a good marketing agency?
In a nutshell, when choosing a good hotel marketing agency, focus on their;
- Work expertise
- Cost
- Reputation
- Customer Service
Before we end, remember that you should not hesitate to ask questions from the agencies you plan to work with. An expert hotel marketing agency will be more than eager to answer all your queries.
Questions to ask a hotel marketing agency
- What’s your availability?
- What unique value do you bring to the table?
- What’s the average cost of a similar service you are providing?
- How do you create content?
- How do you measure success?
- How do you track and report ROI?
- Do you customize a marketing strategy or use a cookie-cutter approach?
- What is the company’s core competency?
- What is the level of automation involved?
Eventually, when deciding on a digital agency, take your time. Focus not on the ones that offer cheap and fast solutions. Instead, pick an agency with expertise that genuinely wants your business to succeed and has a vibe you can gel with.
