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MDG Advertising – Branding / Marketing / Lead Generation

Hotel Campaigns Accommodate Savings and Memories

The important spring and summer travel seasons are upon us and hotels are actively seeking ways to attract visitors. With consumers becoming increasingly value-focused and the price of travel rapidly rising, the first place consumers are looking to save is on accommodations, according to a recent article in The New York Times.

Value-oriented hotels, such as Hilton’s Homewood Suites, view this as an advantage since they already market themselves as more economical than traditional hotels. In fact, Hilton is introducing a campaign for Homewood Suites that promotes that very benefit. The campaign describes how Homewood’s spacious suites have fully-equipped kitchens and include full hot breakfast along with nightly dinner and drinks.

Embassy Suites Hotels, another Hilton brand, recently launched a campaign that also focuses on value by promoting its numerous amenities such as extra room, free breakfast and complimentary drinks.

Aside from savings, hotels are also using emotional aspects in their marketing.

“Travelers are seeking to bring back experiences and memories,” said Dan Vinh, vice president for marketing at Renaissance in Bethesda, Md., which is positioning its concierges as “navigators.” This change is emphasized by a microsite, renaissancenavigator.com, in both online and mobile versions. The hotel believes this will provide a more personal experience for guests, along with enormous value.

The Hilton HHonors Loyalty Program also launched a new campaign that revolves around accumulating memories through travel. The theme of the campaign is “a world of experiences worth sharing,” and it promotes rewarding a guest’s loved ones for all of their business travel by providing great experiences to share.

Whether the campaign is built on savings or sentiment, hotels are paying attention to what consumers want and responding by giving them what they need.

Read the article.

MDG Advertising is a full-service South Florida advertising agency, with offices in Florida and New York, that specializes in developing targeted franchise marketing solutions, exceptional online executions, and solid branding and media buying strategies that give franchises a real competitive advantage. MDG Advertising handles creative, media, and interactive marketing for Coverall, one of the world’s leading commercial-cleaning franchising companies, with a global network of more than 90 support centers and 9,000 franchisees.

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