Why do certain ads work and certain others don’t?
More in general, why are there marketing activities that bring revenue, room nights, direct bookings, whilst other initiatives bring no results at all?
If you run ads, on Facebook, Google, Instagram, Tik Tok… does it mean that you are doing Marketing for your hotel?
Here to me lies one of the biggest misconceptions of our times: the difference between Marketing and Exposure.
Which is the same between living and merely existing.
And yes, I know, this probably doesn’t sound like big news.
So why do most campaigns of so many hotels around the world don’t seem to be saying anything other than “I’m here, I exist”?
They don’t get people’s attention, they don’t get people’s curiosity. There is no benefit for those prospects who are supposed to be the target of these messages.
Don’t believe me? Just check yourself what other hotels are doing, maybe check directly your competitors, using a tool like Facebook Ad Library.
Blue Ocean Strategy Canvas
And so in today’s video we’re going to see together some of these hotel ads, ranging from ads that merely exist, the ones I refer to as presence-advertising, to ads that , those who watch them, can’t help but say: “that is the one hotel I want to stay at”.
This and more coming up so let’s dig in.
