Marketing is an essential factor in driving bookings and revenue for a successful hotel. But when it comes to managing your marketing, there are a number of options.
While you may already have a talented in-house marketing team, it can be challenging to manage every aspect of your hotel’s marketing. Or, like a number of our clients, you may be looking to outsource all of your marketing to a trusted partner and free up time for you and your team to focus on running your hotel.
That’s where a marketing agency comes in handy.
However, choosing the right marketing agency can be daunting – especially as, let’s face it, a lot of agencies talk the talk and fail to walk the walk. Finding an agency that is the right fit is vital so you can make the investment with confidence and not trepidation.
Part of that process is asking the right questions before you sign on the dotted line – in this blog post, we provide you with nine questions to ask before hiring a marketing agency for your hotel.
Is this agency the best partner to help us achieve our marketing goals and business objectives?
There are thousands of marketing agencies out there who all have different specialisms and strategies. To see a solid return on your investment, it’s vital you find the right one to help you achieve your objectives.
For the majority of our clients, the primary objective is driving bookings and revenue. Secondary objectives may include factors like audience growth, brand community building and exposure, and increasing web traffic – which, of course, all contribute to increasing bookings. Ultimately, though, we want to know we are impacting your bottom line by helping you achieve not just your marketing goals but your business objectives, too.
When considering working with a marketing agency for your hotel, first find out if the agency has experience working with hotels like yours and whether they have the expertise required to help you achieve your goals.
Does this agency specialise in the hotel industry?
While many marketing agencies claim to be experts in various industries, it’s best to choose an agency that specialises in the hotel industry. This way, they understand the unique challenges and opportunities that come with marketing a hotel. They will be familiar with the latest trends in the industry, understand your target audience, and be able to tailor their marketing strategies to suit your specific needs.
Working with hotels day-in day-out means they will know exactly what works – and what doesn’t – when it comes to your marketing.
Does this agency fully understand our business model and objectives?
A marketing agency must fully understand your business model and objectives before developing any marketing strategies. A frustration we hear a lot from our clients who have worked with agencies or freelancers in the past is that they have struggled to grasp their concept which has then had a knock on effect on their marketing.
A great marketing agency will take the time to learn about your hotel, your target audience, and what sets you apart from your competitors before they begin any service delivery. This way, they can develop marketing strategies that are aligned with your business objectives and are most effective for your hotel.
What kind of results has this agency achieved for businesses like mine?
A marketing agency’s track record is critical when it comes to choosing the right one for your hotel. Before hiring an agency, ask for case studies so you can see the results they have achieved for past clients and businesses that are similar to yours.
And really dig into this data – for example, if the agency is talking about ROI from their services, ensure they have taken into account their fees otherwise you won’t be getting the full picture. They should be able to provide references from other hotels they’ve worked with to put your mind at ease and give you confidence in moving forward with your partnership. If they are unwilling or unable to provide this, that’s a definite red flag.
How does this agency show their results?
In addition to understanding the kind of results the agency has achieved, it’s essential to know how they measure and show their results. A good marketing agency should have clear metrics and reports that show the impact of their strategies on your hotel’s growth. They should be transparent about their results, how they achieved them, and what they plan to do to improve them.
For example, at Stay the Night each of our client’s receives a custom URL when they begin working with us which gives them access to a real-time database of analytics relating to our service and their wider marketing. This keeps things fully transparent and means they can see the results we are achieving anytime. It’s also really valuable for our team as they can easily see what’s working and adapt the strategy accordingly.
Of course, we also provide detailed monthly and quarterly reports – but in 2023, real-time results along with this deeper analysis simply shouldn’t be too much to ask.
How can this agency most effectively support our in-house marketing team?
If you already have an in-house marketing team, it’s essential to find out how the agency can most effectively support them. A good agency should be able to work collaboratively with your team and provide them with the resources they need to achieve your marketing objectives. This way, you can leverage both the agency’s expertise and your in-house team’s knowledge to drive better results.
We pride ourselves on being a part of our client’s teams – and this is something that is reflected time and time again in the feedback we receive.
How much will it cost to work with this agency, and what return can we expect to see?
Cost is always a consideration when hiring a marketing agency, and it’s important to have a clear understanding of what you’re paying for. You should ask for a detailed breakdown of the costs and the expected return on investment (ROI) for your hotel. This way, you can make an informed decision about whether the agency’s services are worth the investment.
The sweet spot here is value for money – fair pricing is that which allows the agency to provide an exceptional service while making a big return on your investment. While it can seem like you’re getting a bargain, pricing that feels too good to be true probably is – too cheap is a red flag as it may indicate a big compromise on service quality down the line,
How much will it cost to work with this agency, and what return can we expect to see?
Effective communication is essential when working with a marketing agency. You should find out how the agency communicates with clients and how responsive they are to your queries and concerns. A good agency should have clear communication channels and be responsive to your needs. They should keep you informed about the progress of your marketing campaigns, provide regular updates and reports, and be transparent about any challenges or setbacks. This way, you can work together to address any issues and make informed decisions about your marketing strategies. We communicate with our clients via email, Zoom and over the phone, as well as in WhatsApp and/or Slack groups for more frequent day-to-day communication.
Does this agency’s culture and work style align with our own?
Finally, it’s essential to consider whether the agency’s culture and work style align with your own. As we said earlier, a good agency will become part of your team so you want to work with an agency that shares your values, vision, and work ethic. Find out how they approach their work, their team dynamics, and their overall culture. This way, you can build a strong working relationship and achieve your marketing goals effectively.
So… are you ready to take our relationship to the next level?
If you’re looking for a marketing team that finally ‘gets it’ – and gets results – you’re in the right place.
Our niche means we are experts in what works specifically for your hospitality brand – whether it’s a hotel, hostel, coliving space, coworking space, or all combined with F&B thrown into the mix too.
Book a no-strings call with us and let’s chat.
