Turn Scrolling into Sales: Generating Revenue with Social Media
“How can we make more money?” Calvin Tilokee answers the question we’re all thinking.
“People ask me all the time, how did you go from being a revenue manager to marketing?” Tilokee explains that these two disciplines aren’t that different. Revenue management is “part art, part science.” A key phrase we use in the industry involves “putting the right price in front of the right person at the right time.”
The Connection Between Revenue Management and Marketing
Revenue management and marketing are two sides of the same coin. To increase revenue, you must first identify your target audience. Understanding your market allows you to create tailored social media content that reaches future guests, ultimately increasing sales.
Key Questions to Understand Your Audience
How old is the traveler?
Age will determine the amenities you advertise and what social media platform you use. If you are creating content geared toward Gen-Z, Calvin advises highlighting the rooftop bar or high-speed streaming services.
What is the traveler’s demographic?
Gender breakdowns will help you create curated content for your audience.
Where are they visiting from?
Are they domestic or international travelers? Did they find you on Instagram or Facebook? You can use this data to strengthen your social media strategy and target specific traveling groups.
How far in advance do they book?
The booking window helps you understand when to adjust pricing, and the social media insights will tell you when your audience is most active. Use both of these data points to adjust prices effectively.
Creating Content That Converts
You can use data gathered from the above questions to create content that reaches your target audience. “Let’s say your hotel’s primary guests are female business travelers. You will want to promote your safety features, such as the double door locks and your 24/7 security presence,” Tilokee says. Calvin suggests highlighting safety features by creating POV video featuring a seamless check-in and the keycard-only elevator access. You can also offer discounts to people who provide a corporate ID on select menu items to target business travelers. Highlight your healthy menu options on your Instagram feed to attract future guests. Showcasing these details through videos and clever Instagram captions will make you stand out from other hotels that don’t feature their accommodations.
Final Thoughts
“At RevPar, we understand you cannot separate the tasks of selling and marketing your hotel,” Tilokee explains. To generate sales, allow revenue management and marketing to work together! Use data analysis to help you create targeted content that reaches your desired audience, and watch content convert into sales. “If you start thinking more holistically about your content and pricing strategies, your bottom line will thank you!” For weekly updates on how to create content that converts into revenue, click here to subscribe to our newsletter. You can also find weekly updates on our website. Be on the lookout for Socially Awkward, a new podcast hosted by Calvin Tilokee, giving you updates on the latest hospitality social media marketing trends.
