5 expert tips to market your hotel to romantic travellers
Marketing a romantic property or destination requires a distinctive look and feel to appeal to a certain segment of the audience. The focus could be on a variety of aspects – ultra personal service, luxurious accommodation, stunning ambiance, and most importantly, privacy. When you have an offering catering to this specific set of needs, efficiently marketing it to the right audience can elevate your property into a new league altogether.
In August 2019, Luxury Escapes India created a ‘Romantic Getaways’ campaign centered around a collection of intimate boutique resorts around the world, which resulted in one of our highest revenue-generating months ever.
Understand your niche
Understanding your niche, while obvious, continues to be one of the most critical and influential steps in creating a successful marketing campaign. Based on the location and the price point, campaign deals were broadly categorized into ‘Honeymoon Centric’ (once in a lifetime holidays), ‘Anniversary Centric’ (once-a-year, romantic holidays) and ‘Couples’ Escapes’ (easy-to-access, pampering holidays).
With an abundance of deals catering to honeymooners and those celebrating an anniversary, Luxury Escapes identified the ideal audience segments to target the respective products.
Timing is everything
A well-timed campaign is half the battle won. India tends to have a lean season for weddings, usually between July and October. Based on our customer segmentation, we planned a promotion targeting honeymoon travel during the winter season with a lead time of at least 90 days, making August was the ideal campaign window.
Creative is key
A picture not only speaks a thousand words, but also opens a thousand wallets. And it is well and truly the case when you are trying to convince a customer to spend some special time with their loved ones at your property. We chose to concentrate on imagery that showed couples experiencing the ultra-romantic ambiance and seclusion that they look for in a romantic holiday.
Internal channels
Awareness of your audience enables you to leverage the right channels for a campaign. Luxury Escapes, in addition to owned channels of communications such as an email base running into the Lakhs, ran personalized and filtered Facebook and Google Search paid campaigns for specific keywords relating to honeymoon travel or anniversary presents.
Sample audiences were set for Facebook, filtered by categories such as ‘metro cities’, ‘age 28 to 34’, ‘owns high end phones’, ‘interest in engagement ring company’, ‘recently engaged’ and ‘anniversary within 90 days’.
45% of this record-breaking month’s revenue was a direct result of the Romantic Getaways campaign.
External channels
External platforms that perform well on engagement levels with the niche audience you are looking to target is a silver bullet for the digital marketeer. Luxury Escapes chose Tripoto as its platform of choice to engage with an aspirational, young demographic that’s on the lookout to splurge on the biggest trip of their lives and yet, within a reasonable budget. Tripoto developed a content article based on a detailed brief given to the writers and the resulting write-up garnered close to 90,000 views, while simultaneously being promoted across social media handles by Luxury Escapes as well as Tripoto.
Engagement levels were evaluated and with a total impression count of 678K at a CTR of 13%, the campaign has been declared one of the most successful features in this category.
Interested in marketing your property to a high value niche audience? Luxury Escapes utilizes 5 years of expertise in the travel marketing space in combination with a team of expert content producers to significantly increase brand exposure and revenue. Did we mention its at neutral cost to you? Get in touch with our partnerships team today to start the conversation on what a Luxury Escapes partnership can do for your business.
