The year 2023 is here, and there are many innovative marketing trends to look forward to, from new openings in the social media world to changes in SEO. This year’s guests are more socially aware and concerned about safety, with the environment and Covid-19 taking up their minds.

These hotel marketing trends will help you to improve your revenue and strategy this year.

The Sustainability of the Economy

Sustainability is essential for around 80% of travelers. It makes sense to implement environmentally friendly initiatives in your hotel.

Use energy-efficient lighting and reduce plastic usage (especially shampoo bottles). Cloud-based PMS can also be a great asset. Its online delivery means you won’t have to use an onsite server.

Your website should outline your sustainability efforts (even better if you can track carbon emissions). For guests to see. This information helps to distinguish between greenwashers and eco-friendly ones.

Many environmental certificates are floating around, but they don’t mean anything. Before you spend time and money on applying for a certification, research the potential accreditation. How will you get there? There are other ways to spend your money if you only “send a cheque.” You could partner with an environmental nonprofit to maximize your impact or start your initiative. Our client Alaya Panama runs a reforestation program and has planted over 300 new trees.

Promote your staycation offers. Staycations result in less carbon dioxide emissions. As an example, guests could take the train rather than fly. As a bonus, guests won’t need to worry about whether the TSA will return their luggage.

These hotels are a great source of inspiration if you want to integrate sustainability into your hotel further.

You can easily insert this information into your FAQ page on your website and in your hotel’s blog. This information can be added to your FAQ page and hotel blog. Both are excellent places for optimizing your SEO.

Diversity

You’ll attract more guests if your content represents a wide range of travelers. A website that is full of people who don’t look like you can be a barrier.

Less than half of the LGBTQ+ travelers MMGY surveyed said that being able to see themselves in marketing materials would make them feel more confident that their destination is welcoming. The average age of these travelers is 39.

They’re not alone in being diverse. In the United States, 48% of Generation Z or Gen Alpha are members of a racial/ethnic minority. As more and more people from these generations enter the workforce and earn money to travel, your marketing should reflect their interests.

We should also consider the accessibility needs of guests. One-quarter of Americans, and one-fifth of Canadians, have a disability. Think beyond wheelchair ramps to other accommodations, such as adjustable website font, closed captioning, and celiac/allergy-friendly dining options. Most disabilities aren’t visible. Your website should clearly state the accommodations and amenities accessible to guests with disabilities.

When guests arrive, you should always welcome them with warmth.

Social Media

It’s not just a place to watch cat videos or see dorky dance moves. Travelers also use social media when looking for new destinations. Expedia reports that more than a third of travelers use social media to find inspiration. The percentage varies depending on the demographic. For example, half of all travelers under 40 look to social media for inspiration.

It can be challenging to choose where to spend your time and effort with many platforms and competitors trying to copy each other’s best features. Hootsuite’s survey of 2023 marketers claims that only 18% of marketers produce entirely new content (instead of reusing the post with minor or significant changes for each network) — but those marketers have the most confidence in the content they create and see better results. You can only post to some networks if you spend the time creating a post for each one. There are only so many hours available in the day. Instead of following every trend, focus on your hotel’s business strategy over the long term.

Facebook is the largest social network with 2,9 billion users. This is a good one to be on.

Remember that the majority of users use multiple social networks. For example, almost 88% (or 1.8 million) of Twitter users also visit Instagram. It’s all about why they are on that network. What role does your hotel play? People use Instagram to share videos, post photos, and research brands. Twitter is used for current events.

You can share your beach photos on Instagram and try reels and videos. Since 2019, engagement for static images has decreased by 44%.

Influencer content

According to Hootsuite, large businesses are cutting back on spending for creators and social media influencers. This leaves a gap in the market that smaller companies can fill. An independent hotel may be a better option than a creator. The cost per post is typically less than one hundred dollars.

Before working with an Influencer, you should consider the reach and audience of that influencer. Watch out for followers that have been purchased. It is also essential to consider the type. Hiring a blogger whose primary audience is stay-at-home parents makes no sense if most of your guests are vacationers.

User-Generated content

Influencer marketing is not for everyone. Promote those who need to be paid to share your hotel’s amazingness.

The trend will continue, with 81% of travelers reading reviews always or often before booking accommodations. I can ask if you have a few thoughts or guests who post on social media. Sending an email request for a review three to seven business days after a guest has left the hotel is advisable.