Over the years, we’ve seen an evolution of the advertising and marketing world we once knew.
From billboards, magazine ads and TV commercials to sponsored social media posts, influencer engagement and TikTok, the avenues and forums with which we have the ability to reach people and share our brands have exploded. One trend in hotels that isn’t going away anytime soon is experiential marketing.
While more “traditional” modes of advertising and marketing still have value in some cases, consumers have become more interested in developing an emotional connection with hotels through immersive on-property experiences. Captivating programming and events can help generate brand awareness and establish your vibe with multiple audiences including current and potential guests, as well as the local community that can support venues such as restaurants and spas on a frequent basis.
At Hotel Californian in Santa Barbara for example, the property’s experiential programming is a critical component to developing hotel ambassadors, setting the hotel apart from competition and reaching key audiences via social media. For obvious reasons, in-person events were put on hold in 2020, but as hotels and restaurants started to reopen, we often received questions about when we would relaunch our public cocktail events, fitness classes, live music and more. It was at this time we realized that guests were not only booking their weekend getaways in conjunction with these events, but also encouraging their friends and family to do the same. Being a part of our events made guests feel like they were a part of our family.
Some key strategies to remember when it comes to successful programming: Make it authentic and honest, consistency is key, and don’t sweat the dollars.
Make it Authentic and Honest
Make the decision to be unapologetically you. You cannot, and should not, please everyone. Your programming choices should be authentic to your brand and your community.
At Hotel Californian, each month during the full moon, we host HOWL at Djinn. Guests and locals alike pour into our library bar to enjoy a local DJ spinning vinyl, get their tarot cards or runes read, and sip a special cocktail from master mixologist Devon Espinosa themed on that month’s moon. It’s a wildly popular event, as it fits perfectly into the iconoclastic ethos of the hotel, while also reflecting the mystic and spiritual culture of Santa Barbara, but it can’t be replicated in every hotel or city and be as successful.
Once when working at a Westin hotel in downtown Portland that targeted corporate road warriors, we focused our efforts on programming surrounding wellness, hosting daily morning and afternoon run clubs with our director of operations who was an avid runner. This worked well in attracting business travelers as we helped them carve out time for a leisure activity while showing them around the city and providing one-on-one interaction with our staff. Now more than ever, authenticity is of paramount importance, and your guests won’t respond if they feel that you are trying to be something you’re not.
Consistency is Key
While one-off events can be incredibly successful and engaging, if you’re going to engage in programming as an experiential marketing tactic, consistency is key. You want your guests to know that there is always something happening at your venue. It also gives you and your team an inspiring talking point with guests and clients.
For example, every Sunday evening from the Fourth of July through Labor Day, Hotel Californian hosts Sunset Sessions on the rooftop, bringing a rotating lineup of DJs to one of the most picturesque locations on property. Despite the fact that this event series is only held during the summer, it’s consistent and predictable during that time period, so that guests can look forward to it year after year.
Don’t Sweat the Dollars
Avoid the temptation to evaluate the success of your programming in terms of direct return on investment by event. I know, in post-COVID-19 times, you might think I am crazy for saying this.
If you are considering ditching print ads in favor of programming, focus on building long-term loyalty versus a quick dollar. While you certainly don’t want to lose money, the ultimate goal is exposure for your hotel. Metrics such as website traffic and social media impressions should be considered just as much as attendance and profit in determining whether your efforts are successful.
As the media landscape continues to morph, experiential marketing will remain an effective means of setting your hotel apart from the competition.
Where do you start? Decide what types of programming work in your context, budget for it, and develop your plan. One of the best ways to attract guests to your property and keep them coming back is by giving them a reason to be there, and there is no time like the present to get started.
Mia Giobbi Thomas is vice president of sales and marketing for the hotel division of Foley Entertainment Group, which currently operates Hotel Californian in Santa Barbara, California; Hotel Les Mars in Healdsburg, California; and Black Walnut Inn & Vineyard in Dundee, Oregon.
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