Event summary: HSMAI Asia Pacific's Digital Marketing Conference

On August 23, 2023, HSMAI Asia Pacific hosted the Digital Marketing Conference Asia and brought together some of the brightest minds in the hospitality industry to explore cutting-edge strategies for digital marketing. In this event summary, we'll dive into key takeaways and insights shared by industry leaders during this transformative conference.

1. Budgeting for success

A digital marketing strategy should not be constrained by your budget. Instead, take a pragmatic approach by starting with your Gross Operating Profit (GOP) and working backward to allocate resources effectively.

2. Leveraging data for personalization

The power of data-driven personalization was highlighted, emphasizing the importance of utilizing a CRM. A good CRM will make light work of delivering personalized, relevant content to the right guest.

Personalization is crucial in today's business landscape, and harnessing the power of first-party data within your CRM is the key to achieving it. In our guide titled "Unlocking the power of digital identities within your CRM data," you'll discover how personalization can be a game-changer. By leveraging the insights from your CRM data, you can tailor your interactions with customers, offering a more relevant and engaging experience.

3. Aligning content with the guest journey

Aligning content with the guest journey advocates for meeting the guest where they are. Each stage of the guest journey calls for a different marketing approach.

• Starting with the inspiration phase, focus on your upper-funnel strategy. Include imagery and video of breathtaking locations and interesting experiences on-property and nearby. Combine this with compelling deals and clear calls to action.
• Next in the planning phase, ensure that brand and non-brand search is funded to maintain a strong hold on key terms and phrases. Leverage any new features within Google to improve broad match keyword performance. And make sure OTA's have up to date imagery and information for your hotel to maximize bookings on all channels.
• Finally, in the booking phase, make sure your website is optimized to receive direct bookings. Give guests the confidence that your site has the lowest price with rate parity. Be present when people are looking for you and maintain your metasearch presence.

From awareness to advocacy, meeting the guest where they are is imperative to your digital strategy.

4. Sustainability: Monetizing sustainability in the hotel industry

A trending topic that attracted a lot of interest was sustainability. The conversation underscored that sustainability is not a just a passing trend but a long-term commitment demanded by the market and regulations. Many attendees were eager to learn how sustainability can be an opportunity to optimize revenue.

• Getting started in sustainability: Some easy to implement strategies were suggested, including energy efficiency, water conservation, waste reduction, and more. These simple, cost-effective measures can lead to significant long-term benefits.
• Monetizing sustainability through loyalty programs: Sustainability can be monetized by revamping loyalty programs, offering customers the option to earn points through sustainable actions, and turning loyal guests into sustainability ambassadors.
• Sustainability and online reputation management (ORM): The ORM trust score model, which measures and benchmarks various data points, can be extended to sustainability. By continually assessing sustainability performance and identifying areas of improvement hotels will demonstrate their commitment to eco-friendly practices building trust with guests and stakeholders. Transparency and accountability are key.
• Promotion through digital marketing: Promoting sustainability through digital marketing involves storytelling. Establish an authentic sustainability narrative throughout the customer journey, from dreaming and inspiration to the post-stay experience.

Without a doubt, the HSMAI Digital Marketing Conference Asia offered invaluable insights into the future of digital marketing in the hospitality industry. Check out Cendyn's resources for in-depth hospitality driven content.

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