Resort Marketing. The Complete Guide.
In this comprehensive guide, we have outlined a variety of marketing channels that resorts can use to their advantage. We have categorized the ideas into two sections: digital marketing and traditional marketing. Our goal is to help your resort expand its reach and attract more guests.
If you’re interested in taking your resort to the next level, we invite you to contact us for a consultation. Our team will work with you to create personalized solutions that align with your business goals.
Resort Digital Marketing
To stay competitive and grow your business, engaging in digital marketing is crucial for resorts. By establishing an online presence, you can showcase your amenities and services, attract new guests, and position your resort as a top destination. Successful digital marketing involves more than just having a well-designed website; it also involves utilizing various online platforms such as social media, informative blogs, accurate directory listings, reputation management, search engine optimization, and advertising. By leveraging these tools and targeting your marketing efforts, you can attract and retain guests for your resort.
Digital Marketing for Resorts
Digital marketing provides the advantage of better tracking and measuring of your resort’s marketing efforts. By using tools like Google Analytics, you can monitor website traffic, user behavior, and conversion rates to gain valuable insights into what works and what needs improvement. The data collected can help you make informed decisions to optimize your marketing efforts, shape future strategies, and continue to improve your online presence. By regularly analyzing and adjusting your digital marketing plan, you can attract a broader audience and grow your resort’s brand.
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Resort Website Design
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$3,500+ (custom)
Resort Web Development
WHY WEBSITE DEVELOPMENT IS IMPORTANT
of visitors hesitate to trust your business if your website is not high-quality.
of users are less likely to return to a website after a bad experience.
of users are more likely to make a purchase from a mobile-friendly website.
Your website is your digital business card.
A professional and user-friendly website is crucial for any resort business as it serves as the primary point of contact for potential guests. A well-developed website must have an appealing design that effectively showcases your resort’s amenities, services, and benefits while being user-friendly and easy to navigate. It should be designed to engage visitors and convert them into actual guests.
An effective website should showcase your resort’s services, accommodations, and unique features. Additionally, it should be fully responsive and compatible with different devices, ensuring that potential guests can easily access the information they need and book their stay without any issues.
It’s essential to choose a digital marketing agency with specialized expertise in resort website design. Prospekt Digital has extensive experience in creating high-converting websites for resorts. Our team uses specific design elements, such as photo galleries, videos, virtual tours, and informative blogs, to encourage potential guests to book their stay. We will ensure that your website accurately represents your brand and effectively communicates the benefits of your resort.
Key components for a resort website:
- Valuable Information
- Engaging Aesthetics
- Clear Brand Image
- Mobile Friendly
- Optimized For High-Conversions
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Resort Search Engine Optimization (SEO)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Resort SEO
WHY SEO IS IMPORTANT
of all Google searchers click websites that are on the first page.
of online experiences begin with a search engine.
of website traffic comes directly from organic search.
The art of optimizing your online presence.
Increasing the online visibility of your resort is crucial, and search engine optimization (SEO) can help achieve this goal. SEO aims to improve the relevance and authority of your website to search engines like Google, which can attract more visitors to your site. By optimizing your website’s content and structure for specific keywords and phrases, you increase your chances of ranking higher on search engine results pages (SERPs) when potential guests search for vacation destinations.
Effective SEO for resorts involves a range of tactics, including conducting thorough keyword research, optimizing your website’s content and structure, building high-quality backlinks, and staying up-to-date with the latest trends and best practices. SEO is an ongoing process, as search engine algorithms continually evolve, and competitors are always working to improve their SEO strategies.
At Prospekt Digital, we offer customized SEO solutions tailored to your resort’s business objectives, ensuring that your website ranks high in search results and attracts more potential guests. Our team of experts stays up-to-date with the latest industry trends and best practices to improve your online visibility, ultimately leading to more guest leads and conversions.
5 Key strategies to resort SEO success:
- Content Building
- Link Generating
- Website Structure Organization
- Key-Word Research
- Website Optimization
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Resort Local Search
Acquiring New Clients
Very Effective
Doing It Yourself
Difficult and Tedious
Regular Cost
$250+/month
Local Directory Listings For Resorts
WHY LOCAL SEARCH IS IMPORTANT
of Google users who perform a local search will visit a businesses within 5 miles of their location.
of all Google searches are seeking local information.
of local mobile searches result in a store visit within one day.
The digital compass which points to your website.
It is essential for resorts to maintain consistency and accuracy in their online directory listings to improve their online presence. There are numerous directories on the web, so ensuring that the information listed is correct and up-to-date is crucial. Inconsistencies can confuse search engines and affect the resort’s online credibility.
Maintaining consistent NAP+ information, including the resort’s name, address, phone number, and other crucial details, across all directories is essential. This practice helps to build trust with potential guests and increases traffic to the resort’s website. It also plays a crucial role in the resort’s SEO marketing strategy.
Having accurate and consistent listings across various directories can help search engines understand the resort’s location and amenities, leading to higher search engine rankings and increased visibility. At Prospekt Digital, our team of experts helps resorts verify and maintain their directory listings to ensure that they stand out in the crowded digital space and attract more guest leads.
NAP+ information must be accurate and consistent:
- Business Name
- Business Address
- Business Phone
- Business Services
- Business Hours
- Business Photos
- Links To Website
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Resort Social Media Marketing (SMM)
Acquiring New Clients
Very Effective
Doing It Yourself
Time-Consuming
Regular Cost
Free - $1,000+/month
Resort Social Media Marketing
WHY SMM IS IMPORTANT
of users are directly influenced by a brand's social media.
of social media users use social media to research products.
of consumers who have had a positive experience with a brand on social media are likely to recommend the brand.
The virtual megaphone that amplifies your brand.
Having a strong social media presence is crucial for resorts to attract and retain guests, as social media is an important channel for potential guests to discover and research vacation destinations. By showcasing your resort’s amenities and highlighting your services on social media, you can increase brand awareness and drive new business.
However, managing multiple social media profiles can be a daunting task, especially for busy resorts that prioritize providing high-quality customer service. In addition to consistent posting and engagement, it’s important to use social media to connect with guests and build relationships. Responding to comments and direct messages promptly and authentically can help create a loyal and engaged following.
At Prospekt Digital, we offer a comprehensive social media management service that takes the burden of consistent posting and engagement off your team’s shoulders. With our expertise, your resort’s social media profiles remain active, engaging, and up-to-date, without requiring a significant investment of time and resources from your team. Our team of social media experts creates custom social media plans tailored to your resort’s unique needs and goals.
We craft engaging content that resonates with your target audience, including high-quality images, videos, and informative posts that highlight your amenities and services. With our help, your resort can build a strong online presence, attract new guests, and establish your business as a leading provider of vacation experiences in your area.
Social Media Marketing requirements:
- Staying consistent
- Engage with potential and current clients
- Researching your target audience
- Developing and maintaining a clear brand image
- Frequent posting every week
- Attractive and informating content
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Resort Search Engine Marketing (SEM)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Google PPC Ads For Resorts
WHY GOOGLE PPC (SEM) IS IMPORTANT
of search engine users say finding relevant information is easier with paid ads.
of people click on Google Ads when they are looking to buy an item online.
of the clicks on a Google page are on the top 3 paid advertising spots.
The high-speed elevator to the top of search results.
In today’s digital age, resorts must be proactive in their marketing efforts to stand out from the competition. Paid search advertising is an excellent way to boost the online presence of a resort and attract new guests. By utilizing Google’s Pay Per Click (PPC) advertising, resorts can increase their visibility and capture clicks from individuals searching for relevant terms. Prospekt Digital can help resorts create successful PPC campaigns that generate high-quality leads and maximize return on investment.
Creating and managing effective PPC campaigns requires a thorough understanding of search engine marketing principles and expertise. Our team of experts conducts comprehensive research on the target audience, competition, and market trends to develop ads that appeal to potential guests. By targeting specific demographics and keywords, the PPC ads will attract clicks from individuals who are most interested in the resort’s amenities and services.
We work closely with resorts to ensure that the PPC campaign aligns with their specific business goals and provides measurable results. Our team monitors the performance of the ads and makes adjustments as necessary to maximize the return on investment. By partnering with Prospekt Digital, resorts can create targeted and effective PPC campaigns that attract new guests and increase revenue.
A high Ad Quality Score determines an ads visibility and cost:
- Ad and keyword relevance
- Landing page experience
- Expected click-through rate (CTR)
- Ad format
- Historical ad performance
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Effort Gauge
Resort Facebook & Instagram Ads
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
Facebook & Instagram Ads For Resorts
WHY META ADVERTISING IS IMPORTANT
of Facebook users visit the site daily, and 51% visit multiple times per day.
of Instagram users discover new products through the app.
of Instagram users have visited a website to make a purchase after seeing a product or service on the platform.
The virtual racecar that drives traffic to your website.
Resorts can leverage Facebook and Instagram advertising to promote their amenities and reach potential guests effectively. These social media platforms have billions of active users, offering unparalleled opportunities to build brand awareness and attract leads.
At Prospekt Digital, we start by conducting a comprehensive analysis of the resort’s target audience and competition. Based on this information, we create highly-targeted ads that appeal to potential guests. By utilizing advanced technology and tools, we develop and manage visually appealing Facebook and Instagram ads that highlight the benefits of the resort’s offerings.
Our team uses multimedia content like images, videos, and other visually engaging elements to showcase the resort’s amenities and services. We also tailor ad messaging and copy to appeal directly to potential guests, emphasizing the resort’s unique selling points and advantages.
We continuously analyze and optimize the ads to maximize return on investment and effectiveness, ensuring that the resort’s message reaches the right audience. With our comprehensive Facebook and Instagram advertising solutions, resorts can build brand awareness and attract high-quality leads while maximizing ROI.
Successful Facebook and Instagram ad requirements:
- Clear campaign objective
- Targeted audience
- Compelling ad copy and creative
- Relevant, high-quality landing page
- A/B testing and optimization
- Ad budget management
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Resort TikTok Ads & User-Generated Content (UGC)
Acquiring New Clients
Very Effective
Doing It Yourself
Extremely Difficult
Regular Cost
$1,000+/month
TikTok Ads & UGC For Resorts
WHY TIKTOK ADS AND UGC IS IMPORTANT
of TikTok users have discovered a new product or service on the platform.
increase in ad recall and a 100% increase in click-through rate (CTR) when incorporating UGC into TikTok Ads.
of consumers say that UGC influences their purchasing decisions. 71% of consumers say that UGC makes them feel more connected to a brand.
The dynamic duo with a goal to boost your brand.
Resorts can leverage the immense potential of TikTok advertising and user-generated content (UGC) to reach younger audiences, create viral content, and increase brand awareness. With over 1 billion monthly active users, TikTok offers a unique opportunity for resorts to showcase their amenities and tap into a wider audience.
Our team at Prospekt Digital specializes in creating and managing TikTok Ads campaigns and developing strategies for generating and promoting UGC. We’ll work with your resort to create visually stunning videos that highlight your unique amenities and promote them to specific demographics, interests, and behaviors. By encouraging guests and influencers to create and share their own videos showcasing their experiences and the benefits of your amenities, we can build trust and create social proof for your brand.
With our help, your resort can harness the power of TikTok to create engaging and creative content, increase visibility, and generate interest in your business. By leveraging TikTok’s potential, you can reach a wider audience and establish your resort as a leading provider of vacation experiences in your area.
Effective TikTok ad campaign requirements:
- Clear campaign objectives
- Engaging ad creatives
- Targeted audience
- Trend-focused
- Influencer partnerships
- Measurable goals
- Regular optimization
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Offline Resort Advertising Methods
Acquiring New Clients
Minimally Effective
Doing It Yourself
Difficult & Expensive
Regular Cost
$300 - $50,000/month
Traditional Resort Advertising Methods
MINIMUM COST:
- Transit Ads (Bus/Stops Interior or Exterior: $500+/month
- Local TV Ads: $500+ for 30 second ads
- Local Radio Ads: $2,000+ per month
- Billboard Ads: $1,000+ per month
- Local Newspaper Ads: $1,000+ for quarter page
- Direct Mail: $300+ for 1,000 post cards
Old-school methods that captivate audiences.
With the rise of technology, traditional marketing methods such as television, radio, and billboards have become less efficient in reaching potential guests for resorts. These channels target people when they are not online, making it difficult to reach the right audience. Additionally, traditional advertising methods can be costly and challenging to measure their effectiveness.
At Prospekt Digital, we understand the significance of digital marketing for resorts and offer various solutions to reach the target audience effectively. Our digital marketing campaigns include paid search ads, social media ads, and email marketing. Paid search ads are an affordable option as businesses only pay when users click on their ads, allowing them to attract new guests and generate leads without exceeding their budget.
While traditional advertising can still have its advantages, it is crucial to monitor its effectiveness and return on investment to ensure it is a cost-effective marketing strategy.
Traditional marketing is on the decline.
As the world becomes more digital, resorts need to prioritize digital marketing to increase brand awareness, attract more leads, and ultimately drive revenue growth. Digital marketing channels such as social media, email marketing, and paid search ads can help resorts effectively reach their target audience and gain a competitive advantage.
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Resort Email Marketing
Acquiring New Clients
Rarely Effective
Doing It Yourself
Fairly Easy
Regular Cost
Free - $1,500/month
Email Marketing For
Resorts
WHY EMAIL MARKETING IS IMPORTANT
of consumers say that marketing emails influence their purchase decisions.
Personalized campaigns that keep you top of mind.
Email marketing is a fundamental aspect of any resort’s digital marketing strategy. It is a cost-effective way to keep existing guests informed of new amenities, promotions, and upcoming events, while also generating new leads through referral programs.
To ensure effective email marketing, it is important to maintain a comprehensive database of guest email addresses. Your website’s forms should be connected to your email marketing software to automatically add new guest email addresses to your database.
A monthly email newsletter is recommended to keep current guests engaged and informed. The newsletter should include useful information about new amenities, promotions, and vacation-related advice. Additionally, implementing a referral program can be an effective way to reward guests who refer new guests to your resort, ultimately leading to an increase in your guest base.
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Resort Blogging
Acquiring New Clients
Very Effective
Doing It Yourself
Time-Consuming
Regular Cost
Free - $1,000+/month
Blogging For Resorts
WHY BLOGGING IS IMPORTANT
more website visitors for businesses that prioritze blogs than those who don't.
Inject a dose of personality and expertise into your website.
Writing blog posts can be a beneficial strategy for a resort to increase its online visibility and attract potential guests. By providing informative content related to the resort’s amenities, trust can be built with the target audience, and the resort can be established as an expert in the industry. Blogging can also improve the resort’s search engine optimization as search engines tend to favor websites that regularly publish new and relevant content.
To keep the resort’s website updated, it is important to post blogs consistently. Ideally, at least one blog post should be published each month, focusing on a specific amenity or service provided by the resort. Each blog post should offer comprehensive information and helpful tips relevant to the target audience. Sharing the blog posts on social media pages and through email marketing campaigns can increase the resort’s reach and engagement.
Generating high-quality blog content regularly can be challenging for busy resorts. To tackle this issue, many businesses choose to outsource their blogging tasks to digital agencies or freelance writers. This ensures that the blog posts are well-written, informative, and engaging without taking up too much of the staff’s time. By outsourcing blog writing, the resort can focus on providing excellent customer service and growing its business.
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Resort Business Partnerships
Acquiring New Clients
Fairly Effective
Doing It Yourself
Easy
Regular Cost
Free
Resort Business Partnerships
WHY BUSINESS PARTNERSHIPS ARE IMPORTANT
increase in revenue growth for businesses that have successful partnerships.
Two is better than one. Join forces to elevate your brands.
Collaborating with other businesses is an effective strategy for resorts looking to increase visibility and revenue. By teaming up with complementary businesses, resorts can leverage each other’s expertise, resources, and networks to expand their amenities and reach a wider audience.
One effective way for resorts to collaborate with other businesses is by partnering with local media outlets. This can involve writing articles or appearing on TV shows to showcase their amenities and establish themselves as industry experts. Hosting contests, giveaways, and events on social media in partnership with other businesses can also be an effective way to build relationships with guests and generate buzz around new services or products.
To ensure a successful partnership, it’s important to choose partners that share similar values and are committed to success. Clear communication and defined expectations are crucial to ensure that both parties benefit. By partnering with reputable businesses and maintaining a collaborative relationship, resorts can increase guest traffic, boost revenue, and enhance their brand image.
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Resort Referral Strategies
Acquiring New Clients
Very Effective
Doing It Yourself
Difficult
Regular Cost
Free
Resort Referral Strategies
WHY REFERRAL STRATEGIES ARE IMPORTANT
of new business comes from referrals. Referred customers are 18% more likely to stay with a business long-term.
Incentivize loyal customers to become brand ambassadors.
Referrals are a valuable marketing strategy for resorts to attract new guests who trust the recommendation of someone they know. A structured referral program can help to increase business and retain loyal customers. Incentives, such as discounts or free services, can encourage current guests to refer their friends and family to the resort.
To have a successful referral program, it is important to establish a clear process for both guests and staff. Staff can play a significant role in generating referrals by utilizing their relationships with guests. Encouraging staff to participate in the referral program can motivate them to become brand advocates and increase financial incentives for referring guests.
The referral program should be simple and easy to understand, with clear guidelines for incentives, a straightforward referral process, and smooth reward redemption. A well-executed referral program can spread the word about the resort, increase guest loyalty, and lead to sustained growth and revenue.
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Resort Open Houses & Events
Acquiring New Clients
Fairly Effective
Doing It Yourself
Time-Consuming
Typical Cost
$500+/event
Resort Open Houses & Events
WHY OPEN HOUSES & EVENTS ARE IMPORTANT
of consumers have a more positive opinion of a brand after attending an event.
Create unforgettable brand experiences for your customers.
Organizing an open house event is a great way for resorts to showcase their amenities and attract new guests. It’s an opportunity to introduce potential guests to the resort, demonstrate its facilities and services, and connect with the local community. The event can be tailored to the ideal guest to ensure its success.
Events can be organized to attract guests interested in relaxation, adventure, or family vacations. By offering activities, catering, and tours of the resort, an open house event can be more engaging and enjoyable for attendees.
Hosting open house events regularly, at least once a year, is essential to maintaining guest engagement and loyalty. These events must be informative, fun, and engaging. By evaluating feedback from past events, resorts can identify areas for improvement and make each event even better. A successful open house event can help attract new guests and build a loyal client base for the resort.
More connections with less time and effort.
Learn how Digital Marketing helps your resort connect with more current and prospective clients and keep them engaged with your brand. It's easier and more affordable than ever!