Many hotels require regular new guest acquisition to achieve their long-term occupancy goals. However, they often only rely on general marketing measures instead of integrating lead generation into their marketing strategy to work specifically toward this goal.
In today's digital world, lead generation is a crucial factor for the success of hotels, as it helps them efficiently utilize their existing advertising budget to attract new guests. The initial investment is made at the first contact (e.g., lead ads on social media), after which the lead can be addressed directly without further budget.
Without an effective lead generation strategy, hotels lose potential guests to competitors, unnecessarily spend a lot of advertising budget to retain contacts (e.g., through remarketing), and there is no sustainable foundation for long-term growth.
In today's digital world, lead generation is a crucial factor for the success of hotels, as it helps them efficiently utilize their existing advertising budget to attract new guests. The initial investment is made at the first contact (e.g., lead ads on social media), after which the lead can be addressed directly without further budget.
Without an effective lead generation strategy, hotels lose potential guests to competitors, unnecessarily spend a lot of advertising budget to retain contacts (e.g., through remarketing), and there is no sustainable foundation for long-term growth.
Lead Generation Enables Hotels to:
- Identify and qualify prospects who are interested in staying at the hotel
- Engage directly with potential guests to convince them of the benefits of the specific offers
- Optimize the booking process to increase the conversion rate
Lead generation is a continuous process that includes various channels and strategies. The following innovative approaches to lead generation will strengthen your hotel's position and effectively retain new guests.
How Does Lead Generation Work?
Lead generation is the process of identifying prospects or potential guests through targeted advertising and then collecting their contact information. This can be done in a variety of ways: on social media platforms, through lead ads, or through pop-ups on a hotel's website and various landing pages.
Once hotels have the contact details of potential guests, such as email addresses and names, they can contact these leads directly and personally. Automated welcome emails are particularly effective in converting prospects into guests over time. Especially when combined with an incentive voucher, they are more likely to consider a stay. This way, a click turns into a booking, and prospects turn into guests.
Once hotels have the contact details of potential guests, such as email addresses and names, they can contact these leads directly and personally. Automated welcome emails are particularly effective in converting prospects into guests over time. Especially when combined with an incentive voucher, they are more likely to consider a stay. This way, a click turns into a booking, and prospects turn into guests.
Additional Lead Generation Opportunities for Hotels
Today, lead generation is primarily conducted as part of a holistic online marketing strategy. However, there are several ways for hotels to capture prospects' personal email addresses and stay in touch outside of traditional digital efforts:
On-site at the hotel:
- Collecting personal email addresses and obtaining permission to contact guests can be done on-site at any time, especially with guests who booked through OTAs such as booking.com. It is best to ask at the front desk when they are checking in. Other options include signing up for the hotel's Wi-Fi or guest intranet.
Regular guest referral programs:
- Regular and satisfied guests can be encouraged to recommend the hotel to their friends and family after their stay. This can generate a high number of prospects and leads that are a good fit for the hotel. Vouchers and discounts increase the incentive to recommend, creating a win-win situation.
Contests or sweepstakes:
- Contests attract attention and encourage participation in interactive activities. Prizes and rewards tailored to the target audience make participation attractive. Taking into account the legal basis of the respective country, many interested “leads” can be collected in a seemingly playful way.
Subsequent regular communications, such as newsletters or personalized introductory emails, keep the hotel top of mind. This creates sustainable relationships that go beyond a one-time visit and lead to higher booking rates in the long run.
Practical Tips and Recommendations for Hotels:
A comprehensive lead generation strategy is a fundamental element of successful digital marketing. A strong online presence is really important for hotels to remain competitive and actively generate leads. Continuous optimization measures should be implemented, including
- Implementing an appropriate lead generation software solution
- Implementing an integrated online marketing strategy
- Improving downstream communication to convert leads into actual guests and retain them at the hotel
The better a hotel is positioned in online marketing, the more it can benefit from lead generation. When recipients are engaged with the right messages at the right time, leads turn into actual bookings.
ADDITIVE Supports Hotels with Digital Lead Generation
ADDITIVE supports hotels in lead generation as an experienced partner in online marketing. With dynamic landing pages and pop-ups on their website, hotels can generate up to 9 times more reservation inquiries. ADDITIVE's data-driven hotel marketing also includes various email automations that help hotels generate more bookings and strengthen guest relationships.
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Schedule a non-binding consultation with an ADDITIVE representative here:
