The U.S. hotel and lodging industry is forecast to surpass revenues of $247 billion in 2025, finally shaking off the aftereffects of the COVID-19 pandemic. As competition intensifies, hospitality companies are adopting omnichannel marketing strategies in an effort to enhance guest engagement, drive hotel bookings and build brand loyalty.
Printed communications continue to be an integral component of omnichannel marketing in hospitality. This blog explores the key components of omnichannel hospital industry marketing strategies, with a special focus on the role of printed materials in hospitality marketing campaigns.
What is Omnichannel Marketing in Hospitality?
An omnichannel marketing strategy represents a holistic approach that integrates various communication channels — both online and offline — to create a unified and cohesive guest experience. Unlike multichannel marketing, which operates in silos, omnichannel marketing ensures that all channels work together harmoniously, providing customers with a seamless journey from one touchpoint to another.
Omnichannel campaigns are particularly effective in the hospitality industry, where customer interactions span multiple stages, from initial research and booking to post-stay follow-up communications.
Omnichannel Hospitality Marketing Explained
Omnichannel marketing is such a vast topic, it’s sometimes easier to explain what it delivers or accomplishes rather than simply list the tools and tactics involved. For hospitality marketing in general and hotel marketing in particular, omnichannel campaigns often encompass the following.
Personalized Digital Experiences
Hotels can leverage data analytics to understand guest preferences and behavior, enabling them to deliver personalized offers and recommendations through websites, mobile apps and social media platforms.
As one example, Marriott's "Travel Brilliantly" campaign utilized user-generated content and social media to engage guests, while also sending personalized travel guides and brochures to loyalty program members.
Integrated Booking Systems
Seamless integration of booking systems across online and offline channels ensures that guests can book rooms through websites, mobile apps, call centers and in-person at the hotel front desk.
Hilton's "Stop Clicking Around" campaign promoted direct booking incentives and included a targeted direct mail marketing strategy that put exclusive offers into the hands of loyalty program members.
Consistent Brand Messaging
As a key goal of any omnichannel marketing strategy, the focus on maintaining a consistent brand message across all channels helps to build trust and recognition among customers. This encompasses all consumer touchpoints including digital ads, social media posts, email marketing and printed materials.
AccorHotels' "Feel Welcome" campaign emphasized a welcoming experience across all touchpoints, including printed welcome kits and personalized letters sent to guests by direct mail.
Customer Feedback and Reviews
Inviting guests to leave reviews and feedback on multiple platforms, including the hotel's website, social media, and third-party review sites, also helps to build credibility and trust. That feedback, in turn, can then be used to create even better guest experiences.
Four Seasons did exactly that. They used personalized welcome letters and special offers to enhance guest experiences and foster positive reviews.
The Role of Printed Materials in Hotel Marketing
While digital channels play a dominant role in omnichannel travel and hospitality marketing, the examples above demonstrate that printed materials remain a powerful tool for engaging guests and enhancing their overall experience. Here are some other specific ways that printed materials are being integrated into marketing strategies for hotels and resorts.
Direct Mail Campaigns
Hotel direct mail marketing is an effective way to reach potential guests with personalized offers, promotions and loyalty program updates. Direct mail can also create omnichannel experiences by driving traffic to digital content through the use of QR codes or personalized URLs.
As one example of direct mail in the hotel marketing mix, Hyatt's "World of Hyatt" loyalty program mailed updates and exclusive offers to members, increasing engagement and bookings.
Printed Collateral in Guest Rooms
Providing guests with printed materials in the room — such as welcome letters, local area guides and brochures for restaurants and sightseeing adventures — enhances their stay and encourages them to explore hotel amenities and local attractions.
Airbnb's "Live There" campaign offers a good example. When Airbnb distributed local experience guides and postcards to guests, it resulted in a 30% increase in bookings.
Event Invitations and Promotional Materials
Hotels often host special events and conferences. Using hotel direct mail marketing tactics to send printed invitations and promotional materials to guests in advance can increase attendance and engagement.
Wyndham's "Count on Us" campaign was a targeted response to the unique challenges created by COVID-19. The hotel chain sent safety guidelines and updates via direct mail during the pandemic, boosting guest confidence and bookings.
Loyalty Program Materials
Printed loyalty program materials, including membership cards, brochures and welcome kits, help reinforce the value of the program and encourage repeat bookings with the hotel chain.
InterContinental Hotels Group (IHG) distributed printed newsletters and brochures about their "True Hospitality for Good" initiatives, improving brand image and guest loyalty.
Omnichannel Hospitality Marketing in One Partner
As one of the largest marketing communications providers in North America, Taylor develops sophisticated omnichannel marketing strategies for the hospitality industry.
Hotels and resorts can work with a single partner for comprehensive hospitality marketing campaigns that build brands and engage guests across multiple touchpoints. This includes the many types of printed marketing communications mentioned above.
- Taylor’s direct mail marketing services combine proprietary data analytics and list sourcing, award-winning mailpiece design and comprehensive postal optimization capabilities for a hotel direct mail marketing solution unlike any other.
- A vast nationwide network of commercial print facilities enables Taylor to create brochures, flyers, menus, table tents and printed marketing materials of every type.
- An entire Taylor business unit is dedicated to the special requirements of customer communications management and the secure delivery of statements, invoices and other sensitive information.
- Taylor is one of the largest providers of gift cards in the world, producing more than 400 million gift cards each year for the brands you interact with each day. We specialize in the secure gift card packaging techniques necessary to prevent emerging gift card fraud schemes.
- Taylor’s state-of-the-art customer communication platform ties all of the above together — enabling us to deliver synchronized omnichannel communications by direct mail, email, SMS text, social media and digital ad campaigns.
See for yourself how Taylor streamlines the delivery of omnichannel marketing strategies for hotels and resorts. Contact your Taylor representative to learn more.
