Building Strong Partnerships Between Hotels and Agencies for Long Term Success
A strong partnership between hotels and marketing agencies is essential for sustained, mutual success. When hotels and agencies collaborate effectively, both parties can maximize their strengths, streamline communication, and create tailored strategies to meet specific objectives—ultimately enhancing performance and guest satisfaction.
Here are several key strategies for evolving and strengthening partnerships between hotels and agencies:
Streamlined Communication
Clarity and Consistency: Set clear communication expectations early, including support hours, coverage details, and preferred communication channels.
Agency Consolidation: Simplify the process by consolidating agency partners to reduce contact points and improve efficiency.
Customized Offerings
In-Depth Market Understanding: Agencies should possess a thorough understanding of the hotel’s market, including local events and key drivers.
Authenticity in Approach: Marketing strategies should reflect the hotel’s unique identity and location, presenting an authentic brand experience.
Adaptability: Agencies should tailor their services to match the hotel’s specific needs, whether for a grand opening, seasonal promotion, or rebranding effort.
Success Metrics
Beyond ROAS: Focus on holistic metrics, such as brand recognition, social media engagement, and impression reach.
Data-Driven Decisions: Leverage market data to guide campaign objectives and refine strategies.
Owner Education: Inform hotel owners about the roles of various marketing channels and their effects within the sales funnel.
Supportive Partnerships
Strategic Partnership: Agencies should go beyond being order takers and act as proactive partners, offering advice and insight.
Information Sharing: Hotels need to provide agencies with timely, comprehensive information to fuel effective campaigns.
Questions for Reflection
How can hotels and agencies streamline communication to ensure alignment and efficient collaboration?
In what ways can agencies further customize their services to meet the unique needs of each hotel?
What metrics are most meaningful for both hotels and agencies to measure and track success?
How can hotels support agency efforts at the vendor level, and how can agencies better align with hotel needs at the property level?
By focusing on these strategies and questions, hotels and agencies can develop a partnership built on shared goals, mutual support, and a commitment to delivering outstanding results.