In a saturated market like the hospitality industry, with thousands of accommodation options for travelers, hospitality brands need to strengthen their brand to be perceived in a positive way, offering consistency and remaining as a strong option in the minds of their consumers. If you want to know how this is being transformative in the hospitality industry, in this post we will explore its value and why it is a strategy that you shouldn’t overlook.
The role of experiential marketing
Experiential marketing is particularly special because it goes way beyond traditional advertising. When you think about traditional practices, you think billboards, ads, TV commercials. However, this type of marketing is very clever, and it invites customers to actively participate in brand stories, thus creating emotional connections that translate into loyalty.
According to theories of brand equity from Keller and Swaminathan’s book called Strategic Brand Management (find their brilliant book here), brand-building activities are most effective when they improve customer perceptions, build loyalty, and offer memorable experiences. In that sense, the concept of experiential marketing is helping by changing the way that hospitality businesses connect with their guests through immersive, engaging, and personal experiences. For hospitality brands, this means creating moments that feel exclusive and personalized to meet individual needs. Let’s see how a successful hospitality brand achieved this.
How Selina Hotels does it
Selina is a lifestyle hospitality brand that targets millennials and digital nomads. What is particularly intriguing about Selina is that, unlike traditional hotel chains, this brand uses strong experiential marketing to position in the minds of their customers and increase their brand equity. Here’s how they do it:
- Bringing local culture to life: Selina goes the extra mile to immerse guests in the local vibe by offering experiences like cooking classes and tours of local places. These activities are designed to create a meaningful connection between the guest and the destination, but also between the guest and the brand.
- Building a sense of community: the brand also focuses on building a true sense of community. For example, guests can join free activities like yoga sessions, live music events, or casual coworking meetups, which are all designed to bring people together under the Selina brand.
- Use of technology for personalization: upon Check-in, each guest is encouraged to download the Selina app in order to book activities and connect with other travelers. This is simple, but it really adds a personal touch and makes a difference in the customer journey.
Final Thoughts
As the hospitality industry evolves and grows, experiential marketing is becoming a critical tool for brands that are looking to stand out. If you’re in the hospitality business, it’s time to think bigger than just providing a service and start creating moments for your guests that truly resonate. Finally, if you’re also looking to understand how clear brand identity and brand image play into building a memorable presence, I covered that in my previous post, so feel free to check it out here.
