One Is Not the Loneliest Number
Stand-alone resorts can leverage digital marketing strategies to maximize the guest experience.
Digital media is the great equalizer for marketers: Whether a resort is part of a larger brand, encompassing multiple properties in multiple destinations, or a stand-alone resort in just one destination, the playing field is more level than ever for grabbing the online attention of owners and prospects. “What smaller resort brands lack in resources they make up for in the ability to truly create memorable and rewarding experiences for guests,” says Faith Aronow, director of digital marketing at RCI. “These resorts can carefully manage the entire guest experience by providing the highest level of service as well as easy and accessible ways—such as free Wi-Fi—for them to share their experiences on social media. Stand-alone resorts can quickly become highly rated.”
No matter their size, budget or infrastructure, by focusing on maximizing the guest experience, stand-alone resorts can leverage these three tips to help cut through the clutter:
- Know your customer. “When you understand your customers, you can more easily engage with them and ‘look-a-likes’ at the moments that matter,” Aronow says. “Data-driven insights on customer affinities and interests will provide the opportunity to both participate in relevant social conversations with customers as well as message them using other real-time bidding (RTB) strategies to stay top-of-mind throughout the customer journey.”
- Follow best practices. Once a customer clicks through to your website, the user experience (UX) is crucial. Making it fun and easy to use is paramount for converting prospects, and responsive and mobile-friendly design is best. Ensure diverse tools such as chat, SMS and social media are in place so customers can get in touch.
- Monitor social media. Stand-alone resorts should reply to all reviews on sites like TripAdvisor. “By closely monitoring, rectifying or even proactively addressing issues, stand-alone resorts have the power to position themselves as top in customer service and experience,” Aronow says. “Don’t forget to thank your guests for their stay and ask for a review and feedback.”
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