As Saudi Arabia strides toward its ambitious goal of Vision 2030, businesses across the kingdom are grappling with the vast scope of change this road map necessitates.

Central to this transformation is the hospitality sector, particularly hotels, which quickly realized the need to overhaul their marketing strategies to fit into this new landscape.

Historically, Saudi hotels have primarily catered to a domestic clientele or religious tourists visiting for the Hajj pilgrimage.

Now, with the nation’s move from focusing predominantly on local tourism to capturing global feeder markets, the stakes have never been higher. This shift means embracing a wider demographic and acknowledging a spectrum of cultural nuances, preferences and expectations.

As the potential guest list diversifies, so should the marketing personas.

Imagine a family from Japan, a solo traveler from Brazil or a business group from Germany — their reasons for visiting, what they seek in accommodation and the experiences they hope to gain will significantly vary. Understanding and segmenting their marketing approaches will be crucial for hotels to engage with this multifaceted clientele effectively.

The digital age requires this shift to be even more pronounced. While still relevant, traditional channels need to be supplemented and, in some cases, replaced with platforms that resonate with these global visitors.

For instance, while platforms such as Instagram and TikTok are popular in the West, tapping into the Chinese market would require a robust presence on WeChat. But it’s not just about being on these platforms: It’s about creating suitable content for them. A one-size-fits-all approach will be futile in this expansive digital world.

Localization takes precedence in this scenario. Sole reliance on English and Arabic for marketing content will no longer suffice. In the new Saudi hospitality landscape, marketing collateral must be multilingual, reflecting the global audience it aims to serve.

Whether it’s Mandarin, Spanish or Hindi, hotels need to communicate in the language of their guests, ensuring they feel understood and valued. This linguistic alignment not only aids in clearer communication but also fosters a deeper sense of connection, showing international guests that their culture and preferences are respected and celebrated.

Highlighting Saudi culture, undoubtedly a unique selling point, requires finesse.

Some elements of the rich Saudi heritage will captivate many, but others may not have the same universal appeal. The challenge lies in identifying and amplifying which cultural facets resonate with which demographic. Incorporating immersive experiences, from traditional culinary delights to interactive cultural tours, can further bridge the gap, offering guests an authentic taste of the kingdom’s history and present.

Public relations will be pivotal in this new era.

At its core, PR is storytelling, and the story of Saudi Arabia is one of transformation, innovation and a rich cultural mosaic.

Hotels can leverage PR campaigns to portray the kingdom not just as a travel destination but as a melting pot of traditions and modernity. These campaigns should resonate with the global narratives of exploration, discovery and experiential travel. Hosting international journalists, bloggers and influencers can create organic, authentic reports, enhancing the kingdom’s allure as a must-visit destination.

As international guest arrivals surge, effective communication becomes paramount. Hotels must maintain open, transparent and frequent communication channels. Guests should be informed about everything from amenities to cultural etiquette, ensuring a smooth and enriching stay experience.

But beyond day-to-day communication, crisis communication stands as a cornerstone. In the age of instant news and viral stories, one misstep can tarnish a hotel’s reputation almost overnight.

Hotels must develop robust crisis-communication strategies, ready to deploy at a moment’s notice. This involves identifying potential crisis scenarios, training staff, having a dedicated crisis team and leveraging social media for real-time updates. An effective crisis communication strategy will not only manage damage but can also enhance trust, proving to guests that the hotel prioritizes their well-being and experience above all.

In this transformative phase, there is no definitive playbook. There will be hits and misses. Hotels must be nimble, experimenting with various tools, platforms and messages. What remains constant, however, is the kingdom's commitment to becoming a global tourism hub.

For hotels, the message is clear: Adapt or be left behind.

The promise of Vision 2030 is grand, but it is upon businesses to align their strategies and ensure they are part of this visionary future.

Miret Padovani is founder and CEO of Dubai-based business advisory Hotel Marketing Space.

The opinions expressed in this column do not necessarily reflect the opinions of Hotel News Now or CoStar Group and its affiliated companies. Bloggers published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to contact an editor with any questions or concern.

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