featuring Loren Gray, Founder Hospitality Digital Marketing
Kristi White was joined by Loren Gray, founder of Hospitality Digital Marketing (HDM), for a conversation on how to optimize digital marketing to grow hotel revenue in 2021 with or without a budget. Watch the recording here.
As a “fixer” of sorts, Loren describes his work as taking the information you have and sharing it in a way that can be translated into a medium and easily accessed through different channels, whether it is social media, your website, or anything else that allows your customer to connect with you. As the founder of HDM, Loren and his team have unique insights to help the hospitality industry conduct meaningful digital marketing. Let’s dive into some key insights from the conversation.
In 2021, we will begin to see a “phoenixing” of the industry. The work from home model has changed things, as some people no longer need to live near their place of employment. This new way of conducting business means we will see a need for employees to return to the “mothership” and check in to corporate offices in the future. Additionally, we are beginning to see changes for F&B with ghost kitchens popping up, as well as modality and a consolidation of hotels.
One of the trends we’re seeing more often is the hotels are starting to partner with the local CVBs or Chambers of Commerce. Hotels are also looking to partner with local restaurants, collaborate with charities to create a larger community outreach.
Stay focused on long-term value
While the industry is struggling with budgets and a lack of revenue, decisions have been made that might not be good long-term decisions, including intermittent staffing, brand bending and most importantly, the lowering of rates. All of these decisions will need to be calculated into the mix as part of the decision-making process. “Value is value, don’t shortchange yourself or react inappropriately to the situation.” Loren noted that these types of decisions are affecting other hotels in the market, for instance if one hotel lowers it rates, others may feel the need to follow suit. This is not the way forward.
Don’t let STR data scare you
We traditionally see dips in January, but January is also the month when many travelers make plans for the coming year.
Invest in your CRM
CRMs and tools such as Knowland can better identify contacts and organizations that have met in the past. Use this knowledge to supplement your outreach and marketing efforts!
Looking for further information?
Loren hosts his own podcast entitled Hospitality Digital Marketing – The Podcast.
Or, listen in on Knowland’s bi-monthly webcast, and receive a full recording as we delve into hot topics of the hospitality industry.