Industry
Hospitality and travel
Hotels, airlines, destinations and restaurants, selling an experience before it happens.
Hotels, airlines, destinations and restaurants sell an experience before it happens, so images, reviews and the words of past guests carry much of the weight. Demand moves with seasons and events, and many bookings pass through intermediaries that take a share and hold the guest's details. The stay itself, and every message around it, is the strongest marketing the business has.
What matters when choosing
- Direct booking paths and data of your own, so returning guests can be reached without paying an intermediary each time.
- Messages before, during and after the stay that feel like service, not promotion.
- Reviews and social comments handled as part of the plan, with fast, human replies.
- Prices and offers kept consistent across your own site, partners and promotions.
- Care with the rules that apply where alcohol, prize promotions or travel prices are advertised; they differ by country.
Questions to ask vendors and agencies
- How much of our business comes direct, and how do we grow it without cutting off our partners?
- How are reviews and guest messages answered, and by whom?
- How do messages change with the season, the language and the stage of the trip?
Common mistakes
- Relying on intermediaries for nearly every booking and never building a direct relationship.
- Promising in campaigns an experience the property or the service does not deliver.
Typical disciplines Search (SEO and paid search) Social media CRM and loyalty Messaging marketing Affiliate and partner marketing Influencer and creator marketing
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