Holistic Marketing in Hospitality

Holistic Marketing

What It Is & Approaches That Shine

In the world of hospitality, where customer experiences reign supreme, the art of marketing is far from one-dimensional. Think beyond billboards, social media, and email campaigns; think of an approach that encompasses every facet of your business, from the front-line staff to the management. This is Holistic Marketing.

Understanding Holistic Marketing

Holistic marketing treats a business as a single, interconnected entity. It's built on the idea that the whole is greater than the sum of its parts. Every department, from sales to HR to marketing, works together with one shared goal: to provide an exceptional customer experience. A shining example of holistic marketing is Coca-Cola's recent shift to "Real Magic" – a philosophy that transcends advertising and embodies the brand's essence.

The Personal Touch in Hospitality

Now, let's apply these principles to the hospitality industry. I've spent over two decades in customer service across various industries, and I've learned that the key to success is to market a hotel's personality, its people, and invest in the staff, not just the image.

Every point of contact with a guest should convey the same message and feeling. From the bellboy to the general manager, each person should be valued equally, and every team member should take pride in the service and product they offer.

Creating Remarkable Moments

Marketing a hotel's personality starts with creating remarkable moments. I recall an instance where a guest planned a private dinner event for her husband's 60th birthday at a 5-star hotel. She wanted a bagpiper to lead them into dinner, but with a unique twist. Her granddaughter, a member of a pipe band, piped her husband into the dinner. The entire staff lined the halls to wish him a happy birthday. This personalized experience left an indelible mark on the guest and exemplifies the power of creating remarkable moments.

Balancing Technology & Personalization

To keep up with the ever-evolving technological landscape, hotels can integrate digital marketing into their holistic approach while maintaining a personal touch. Offering "instagramable" locations, using user-generated content (UGC), working with the right influencers, and leveraging QR codes for easy access to information can enhance the guest experience without losing the personal touch.

Overcoming Challenges

Implementing holistic marketing strategies can be challenging, especially when trying to align what's marketed with what's delivered. The biggest hurdle is changing the mindset around what marketing is. Ultimately, marketing should represent the actual guest experience. Each person along the line must be as invested in making this happen as possible. Else wise you will have a disconnect, and your brand can be affected.

The Value of Empathy & Fair Compensation

Empathy and fair compensation are essential components. Fair wages reduce staff turnover, leading to a more stable workforce. However, empathy is equally important, because money doesn’t make a toxic work environment not toxic. Staff should feel supported and valued, whether they need a mental health day or an accommodation to perform their best.

The Path Forward

The pandemic has underscored the undervalued nature of front-line workers in the hospitality industry. Now, more than ever, it's essential to invest in staff and provide fair compensation. This not only enhances the guest experience but also aligns with the values of a socially responsible business.

In the post-Brexit landscape, the hospitality industry must adapt and invest in its workforce. People are increasingly choosing to support hotels and businesses that are socially responsible. The future of hospitality marketing lies in paying employees better, helping them move up, and creating a positive, welcoming environment for all.

Take Away

In the ever-evolving world of hospitality marketing, a holistic approach that values people and their experiences is the key to success. Highlight your hotel's personality, invest in your staff, and create remarkable moments. The future of hospitality belongs to those who understand that everything matters and everyone plays a part in crafting unforgettable guest experiences.