The saying goes, «If they don’t know about it, they won’t buy it.» This holds especially true for ancillary services in hospitality. Marketing is no longer a passive endeavor; it requires a creative, strategic approach to capture attention, spark interest, and drive engagement. Let’s explore proven strategies to market your ancillary offerings effectively.
1. Digital marketing: The heart of modern hospitality
Today’s travelers discover services through digital platforms. Here’s how you can capitalize on this:
Social Media Campaigns: Platforms like Instagram, TikTok, and Facebook allow hotels to showcase ancillary services visually. Use reels or live streams to highlight experiences like spa treatments, signature cocktails, or behind-the-scenes tours of your kitchen.
Email Marketing: Segment your email list based on guest preferences. For example:
SEO and SEM: Optimize your website for keywords like “luxury spa in [location]” or “best hotel packages” to attract organic traffic. Use Google Ads to amplify visibility for specific offers.
2. Engage guests In-house
While digital marketing creates awareness, in-house marketing drives conversion. Use:
Digital Signage: Place screens in common areas showcasing spa treatments or daily F&B specials.
Interactive In-Room Devices: Replace traditional brochures with smart tablets that guests can use to book services instantly.
Gamification: Create interactive games or challenges where guests can win discounts on ancillary services.
3. Leverage influencers and partnerships
Collaborations with influencers can amplify your brand reach:
Partner with travel influencers who can document their stay, showcasing your ancillary services authentically.
Collaborate with local businesses to create unique offerings, such as tours, adventure activities, or wellness experiences.
4. Psychological pricing and promotions
Use psychological pricing strategies to make offerings more appealing:
Offer bundled packages at a slight discount to encourage multi-service purchases.
Use odd pricing, such as $99.95 instead of $100, to create a perception of value.
5. Incorporate guest feedback
Guests are your best marketers. Highlight their testimonials in your campaigns to build trust and credibility. Actively encourage guests to leave reviews about their experience with ancillary services on platforms like TripAdvisor or Google Reviews.
Conclusion
The right marketing strategy can transform ancillary services from hidden gems to core revenue drivers. By leveraging digital platforms, engaging guests on-site, and fostering collaborations, you can ensure your offerings stand out in a competitive market.
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