Since implementing its niche marketing programme to members, HotelREZ today announces that it has yielded a 39% growth in reservations and 32% growth in revenue YOY for participating hotels.
Through marketing and e-commerce activities, the company’s niche marketing programmes have been developed in a range of ways to enable hotel owners to define and utilise a particular point of differentiation in the increasingly competitive hotel industry. Hoteliers can focus on guest preferences, for example pet friendly, guest interests and hobbies such as gourmet, golf and spa or hotel type such as boutique or airport hotels for corporates.
Niche markets have seen a strong and steady rise in recent times. A recent Forbes report identified wellness tourism is expected to reach US $919 billion by 2022. Likewise the American Association of Retired Persons (AARP) reports that there is expected to be a sharp uplift in baby boomer demand for golf and travel due to the forecasted growth of this demographic which has the time and disposable income to take to the tees. For hoteliers such growing markets offer a real opportunity to focus and realise their own ambitions for growth.
Adopting niche marketing campaigns for specific segments have enabled HotelREZ members to both stand out from the competition and in turn an increase in bookings. HotelREZ works to promote the members’ niche offers via its’ HO chain code, consumer blog (blog.hotelrez.co.uk) and booking website (www.hotelrez.co.uk) to thousands of agencies worldwide, delivering incremental revenue and room reservations.
Mark Lewis, HotelREZ, CEO and founder, said:
“Standing out from the crowd and competing for guest loyalty continues to be a priority for even the most experienced hoteliers. It’s great that we can offer our members a simpler and more cost-effective way to promote their offerings to niche markets. Our members engaging in niche marketing programmes also tend to have less competition because they are such bespoke product and service offers and can therefore reap the benefits of brand loyalty because these markets are often under-served.”
Richard Williams, national agency manager, The Vale Resort, commented:
“HotelREZ’s niche marketing programmes have proven extremely effective as we attract both corporate and leisure guests. They have enabled us to sell our leisure side of the business to a classic corporate traveller who wouldn’t normally consider these amenities for a business trip.”
Tori Ackling, group revenue and distribution manager, Legacy Hotels, added:
“HotelREZ offer our hotels targeted programmes such as boutique, airport proximity and gourmet, which have delivered value added bookings to gain more market exposure when required.”
HotelREZ offers services to more than 1,500 independent hotels, and has a strong track record of developing commercially successful sales and distribution strategies for accommodation providers both in the UK and internationally.
For further information regarding HotelREZ’s niche marketing programmes, please visit https://www.hotelrez.net/hotel-representation/hotel-portfolio-marketing/
Follow on Twitter @hotelrez
LinkedIn HotelREZ Hotels & Resorts
Facebook @HotelREZ.marketing
#hotelrez15years #HotelREZanniversary