As we mentioned in our last post, hyperlocalization is the hottest marketing strategy to hit the New York City hotel industry since the Internet; well, not quite, but almost.
The ubiquity of mobile, demand for relatable content, and more targeted search results all drive the need for hyperlocal marketing. The 2014 Pigeon algorithm update by Google, which gave the hospitality industry a nice Google Places boost, emphasizes the demand for laser-focused marketing.
Because we can’t say enough about hyperlocalization, here are four more ways to make best use of your back yard.
Make the most of mobile.
We talked about the value that hotels receive from maintaining a hyperlocal online presence and the benefits of location-based advertising and promotions. NYC hotels can also use a smartphone’s GPS data to geographically target guests to deliver relevant content.
According to a study by Eleven Wireless, 74 percent of guests say they would access hotel content on a mobile device.
The hotel looks like a winner when it can recommend nearby restaurants, shopping, gyms, and museums via a branded hotel mobile site or app.
For example, a couple that just checked into your Nolita hotel inexplicably craves Thai food. Hyperlocal data can help you direct them to the perfect spot.
Building an app isn’t as costly as you might think. And there are more than enough mobile app development companies in Manhattan to help you create a cool product. Hey, we might even know of one right here in Midtown Manhatten!
Hotels can also offer guided tours for guests. London-based GuestU developed a GPS tour solution that allows guests to explore the area via smartphone app. No tour guide required!
Dig deeper into data.
As mentioned previously, hoteliers can tap into the power of data to analyze current customer demographics and scout prospective customers in a particular region. Data can also offer insights into the amount and type of online, travel agent, and event business a hotel receives, which will further its hyperlocal marketing efforts.
Making sense of all this data isn’t easy though, especially for the hotel manager that’s not a data scientist. (If there are any out there, I haven’t met them!)
A new solution called SnapShot promises to integrate with a hotel’s existing customer relationship management (CRM) system so that hoteliers can keep track of rate comparisons, guest satisfaction, social media reach, website conversion rate, and more.
Create a winning WiFi landing page.
Turn this complimentary WiFi service into a hyperlocal marketing opportunity. When a user logs into your WiFi network, take them to a branded landing page that features advertisements and relevant content.
This content could point customers to the best Chelsea nightlife spots, top Upper East Side lunch spots, or where to walk to escape the Theater District. Your guest may decide to partake in the hotel bar’s happy hour after noticing an ad or grab a burger and a beer at that recommended pub around the corner.
Deliver locally focused, optimized content
Content marketing for NYC hotels is all about engaging with the customer and enhancing their experience at your establishment. As a bonus, you establish yourself as a local expert through neighborhood-focused articles and blog posts. Share this content liberally via social media and other channels. And be sure to study KPI indicators to figure out what sticks.
Hotels have many avenues to choose from when developing a hyperlocal marketing strategy. Whichever routes you take, you can zone in on your target customer and deliver messaging that meets their needs.