Using Local Events to Promote and Market Your Hotel
By Jerry McConway
Wednesday, 4th September 2019

Why should guests stay at your hotel over other hotels in the area? Why should travelers choose your destination over another city? For many people, it is not even so much about the property as it is the proximity to an event or the amenities that will make their travel easier and more enjoyable specifically related to an event they are attending.

That being the case, exploit it!

It’s All About Location

Speaking from experience, there is nothing better than staying at a property where you can walk to the event or have a short shuttle or Uber ride to get there. Being in close proximity to both the event and transportation means travelers can save on rental cars. This gives them more money to spend while on vacation or even on their hotel stay.

As a hotelier, there should be no event, big or small, you are unfamiliar with that is in close proximity to your hotel. When there are larger events that are close but not so close to walk to, this is an opportunity to add amenities for guests specifically to attract them to your property. For instance, if you have a shuttle van and there is a concert at an arena that is within five miles, is adding complimentary shuttle service to and from the show an option?

If you are unable to go that route, talk to local transportation companies to work out discounted deals for your guests. Additionally, the hotel should have information sheets available for guests providing several routes to the venue. If the venue is walkable, provide the routes as well as possible dining and other entertainment venues in the area.

Promote Your Hotel Amenities

In addition to the transportation and location aspect, you should also be promoting the existing amenities at the hotel relevant to guests interested in these events. If the event is a health conference, showcase your fitness center and healthy food items from room service and at the restaurant. If it is a family event, showcase your pool, family activities available at the hotel, and other venues near the hotel that are family oriented.

Become a Resource

When people are searching for these events online and on their favorite social media platforms, you want your property to show up in these searches. Use your social media accounts to discuss different aspects of the event or post videos from past events. If it is a rock concert, post videos from YouTube or fun facts about the band that are very shareable. Talk to the local convention and visitor’s bureau to have your hotel listed as a lodging option for these events to maximize your exposure. You can also reach to out the event organizers to work out special rates or have your website link featured on their website as a lodging option for guests.

Out-of-the-Box Advertising

In addition to using these events to draw in guests, you can also use them to advertise your property. Most of these events will have some type of printed materials, so offer to be a sponsor in exchange for an advertising spot on those materials. Additionally, consider mobile billboards. These vehicles can be parked around the event gates and in parking lots as well as just driving around heavy foot traffic areas. These types of vehicles are very eye-catching and will surely create a buzz just by being there.

Is your hotel failing to capture a significant portion of the travel market centered around local events? If you are failing to capture this market, it may be time to hire managers that can! If the local talent pool is not providing your hotel with the top talent in the industry, it’s time to call JDI. Joseph David International is regularly ranked among the top hotel recruiting companies in the country because we work hard to find the ideal fit for your specific property or hotel organization.

For more information about our hospitality recruiting services, please click here.

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