As the hospitality sector evolves, many mature, legacy resorts are shifting their focus from traditional timeshare sales to short-term rentals. This transition requires innovative marketing strategies that resonate with today’s travelers.
Below are several campaign ideas designed to inspire hospitality professionals looking to adapt their marketing efforts effectively.
1 Rebranding the Resort Experience
Emphasize Unique Selling Points: Highlight the features of your resort that cater to short-term guests not timeshare ownership, showcasing what makes your resort unique.
For example, highlight your spacious accommodations or focus on the scenic views, great location, and exclusive amenities. When writing about your resort, make the content engaging, incorporating its history while showcasing its modern offerings.
Designing a Contemporary Logo and Memorable Tagline: Now is the time to ditch the old logo and develop a cleaner, more modern brand that encapsulates your resort. For example, a tagline like “Experience Timeless Comfort” can evoke nostalgia while appealing to new guests.
Targeted Advertising: Use data-driven marketing strategies to target specific demographics interested in short-term stays. Look at your past booking data to identify trends. Then, tailor your messaging to appeal to families, couples, or business travelers, focusing on what each group values most in their stay. You can collect data through guest surveys, booking platforms, website analytics (like Google Analytics), and social media insights.
2 Leverage Digital Marketing
Optimize Online Listings: Ensure your listings on platforms like Airbnb and Vrbo are optimized with high-quality, professionally shot images and detailed, engaging descriptions. Highlight all your key amenities and local attractions to draw in potential guests.
Social Media Engagement: Utilize social media platforms to create buzz around your resort. Share user-generated content, host contests, and engage with followers through polls, behind-the-scenes looks at the resort and Q&A sessions. This interaction builds community and encourages bookings through word-of-mouth marketing.
3 Create Attractive Packages
Bundled Offers: Develop packages that combine accommodations with local experiences, such as dining credits, spa treatments, or adventure activities. These packages can attract guests looking for a complete vacation experience without the hassle of planning.
Seasonal Promotions: Implement seasonal promotions that offer discounts during off-peak times or special rates for extended stays. This strategy can help maintain occupancy rates throughout the year.
4 Enhance The Guest Experience
Personalized Services: Focus on exceptional customer service by offering personalized experiences tailored to guest preferences. Consider welcome gifts or customized itineraries based on their interests.
Feedback and Reviews: Encourage guests to leave positive reviews after their stay on sites such as TripAdvisor, which are still hugely influential. Or use a customer feedback service such as IHS Network Provider Mobius VP’s CustomerCount to delve deep into the customer experience. Highlight these testimonials in your marketing materials as social proof of the quality experience provided by your resort.
5 Collaborate with Local Businesses
Partnerships: Partner with local businesses to offer exclusive deals for your guests. This could include discounts at restaurants, tours, or recreational activities, enhancing the overall value of staying at your resort.
Community Events: Host events that engage guests and locals, such as farmers’ markets or art fairs. These events can attract visitors to your property and create a community around your brand.
6 Utilize Email Marketing
Engaging Newsletters: Build your email database and publish a monthly newsletter highlighting upcoming events, special promotions, and guest stories. This will keep past guests engaged and encourage repeat bookings. The IHS Marketing team can help with this.
Targeted Campaigns: Segment your email list based on guest preferences and behaviors. Then, you can send regular targeted offers that resonate with different groups, increasing the likelihood of conversions.
7 Focus on Direct Bookings
Create a User-Friendly Website: Encouraging direct bookings can enhance your profitability, so develop an attractive, easy-to-navigate website that allows for simple direct bookings. Include engaging content about the resort and local attractions to entice visitors.
Additional ideas:
The physical environment at legacy resorts plays a significant role in guest satisfaction:
Interior Design Cohesion: Implement a cohesive design scheme that reflects the resort’s new brand identity. For instance, if your resort has a coastal theme, use colors and decor that evoke the beach atmosphere, creating an immersive experience. Check out the IHS Provider Directory for the best interior design services.
Branded Merchandise: Offer high-quality branded items, such as beach towels or mugs, that guests can take home. This enhances their stay and serves as a reminder of their experience.
Frequently Asked Questions
1 How can legacy resorts effectively transition our marketing from timeshare sales to short-term rentals?
To transition effectively, focus on rebranding your resort experience by highlighting unique features that appeal to short-term guests. Utilize targeted advertising and optimize online listings for platforms popular among travelers.
2 What types of packages work best for attracting short-term rental guests?
Bundled offers that combine accommodations with local experiences—such as dining credits or adventure activities—are particularly appealing. Seasonal promotions can also help maintain occupancy during off-peak times.
3 How important is guest feedback in our marketing strategy?
Guest feedback is crucial; positive reviews are social proof and can significantly influence potential guests’ booking decisions. Encourage satisfied guests to leave reviews and feature these testimonials in your marketing materials.
By implementing these strategies, legacy resorts can successfully pivot towards short-term rentals while maintaining their brand identity and attracting a new generation of travelers eager for unique experiences. If this sounds rather daunting, let the IHS Marketing team help with strategy development and implementation, content creation, email campaigns and social media management. Contact the team today to discuss your requirements.
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