By Max Milano (Travel Writer)
La Costa Blanca, Spain’s famous (and sometimes infamous) strip of Mediterranean paradise, has long been on the radar for travelers from the UK and other northern European destinations. However, due to the fact that its most well-known resort happens to be Benidorm, La Costa Blanca may not come to mind when thinking about luxury resorts for conferences and destination weddings. But Brexit has brought huge changes to La Costa Blanca, and formerly lesser-known coastal towns like Altea, Calpe, Denia, Xàbia, and others have exploded and gone upmarket. In other words, La Costa Blanca is white hot, and it’s gone posh.
If you’re managing one of the many luxury resorts popping up along La Costa Blanca, how can you ensure that prospective tourists, corporate groups, and destination weddings select your property over the competition?
Online Travel Portals Are Not Enough
Relying solely on booking portals like Expedia, Orbitz, and Booking.com is not enough to maximize group bookings for your five-star hotels and resorts. While these platforms are great for attracting individual travelers, securing recurring and profitable group reservations for corporate events, weddings, and other group gatherings requires a comprehensive content and digital marketing strategy.
Why Booking Portals Fall Short
Generic Listings: These portals standardize hotel listings, making it hard to highlight your unique features that attract groups, like event spaces and specialized services.
Lack of Direct Engagement: Acting as intermediaries, booking platforms limit direct interaction between hotel staff and potential clients. This is crucial for building relationships with wedding planners and corporate event organizers.
High Commission Costs: Booking portals charge high commissions, eating into profits, especially for large group bookings that require substantial investment in services and amenities.
To overcome these limitations and effectively attract group bookings, hotel marketing managers need a well-rounded digital marketing strategy that goes beyond traditional booking portals.
The Power of Virtual Walk-Throughs: Showcase Your Luxury Hotel
Virtual walk-throughs provide an immersive experience that attracts international customers who cannot visit your property in person before booking.
Successful Virtual Walk-Through Campaigns
Several luxury hotels on the Costa Blanca have increased group bookings by deploying detailed virtual tours on their websites and social media. These tours showcase scenic wedding venues, spacious conference rooms, and luxurious guest suites, leading to a significant uptick in inquiries and bookings from overseas clients.
Creating Compelling Content to Attract Weddings and Events
Content is king. Creating compelling content that speaks to your ideal guests is crucial for attracting weddings and events.
Blogs: Write informative posts addressing common questions and concerns of wedding planners and corporate event organizers, like “Top 10 Tips for Planning a Destination Wedding in Costa Blanca” or “How to Host a Successful Corporate Retreat by the Mediterranean Sea.”
Landing Pages: Design dedicated pages for weddings and corporate events featuring stunning images, detailed descriptions of available spaces, and testimonials from past clients.
Testimonials: Collect and showcase testimonials from previous groups. Positive reviews and stories from satisfied customers significantly influence potential new clients.
Video Marketing: Showcase Your Hotel’s Unique Features
Video marketing is hot right now. Most travelers use YouTube before booking a vacation.
Types of Videos:
Promotional Videos: Highlight your hotel’s amenities, event spaces, and stunning locations.
Guest Experience Videos: Capture real guest experiences during weddings and events, providing authentic insights for potential clients.
Success Stories Videos: Embed videos on your websites and landing pages showcasing breathtaking beachfront wedding ceremonies and lavish receptions. Customers then share these videos on social media, attracting a wider audience.
Leveraging Influencer Marketing for Luxury Hotels
Influencer marketing can significantly extend the reach of your efforts, especially in travel and wedding planning.
Key Influencers: Identify influencers and travel agents specializing in luxury travel, weddings, and events in Costa Blanca. Partnering with these agencies and influencers will help you reach new audiences and build credibility.
Strategies for Partnering with Influencers:
Collaborations: Invite influencers and travel agents to experience your hotel and share their experiences with followers.
Sponsored Content: Work with influencers and travel agencies to create posts that highlight your hotel’s unique offerings.
Use PPC & Google Ads to Target Group Bookings
Pay-per-click (PPC) advertising and Google Ads are effective tools for targeting group bookings.
Setting Up PPC Campaigns:
Define Goals: Determine what you want to achieve with your PPC campaigns, such as increased wedding bookings or corporate events.
Keyword Research: Identify keywords related to group bookings, weddings, and events in the Costa Blanca.
Create Ads: Develop compelling ad copy highlighting your hotel’s unique features and services.
Monitor and Adjust: Regularly review the performance of your ads and make necessary adjustments to improve ROI.
Utilizing Meta Ads to Reach International Customers
Meta (formerly Facebook) ads are powerful for reaching new potential guests.
Benefits of Meta Ads:
Targeted Advertising: Use demographic, location, and interest-based targeting to reach specific audiences.
Wide Reach: Meta’s extensive user base ensures your ads reach many potential clients.
Creating Effective Meta Ad Campaigns:
Ad Creatives: Develop visually appealing ad creatives showcasing your hotel’s best features.
Audience Targeting: Use Meta’s targeting options to reach wedding planners, corporate event organizers, and potential guests from the UK, USA, Ireland, the Netherlands, and Scandinavia.
Contact Whale Social to deploy a Meta ads campaign to help book your hotel’s group bookings.
Building a Strong Online Presence: SEO and Content Marketing for Luxury Hotels
A strong online presence is essential for attracting international guests and group bookings.
SEO Tips:
Keyword Optimization: Focus on keywords related to luxury travel, weddings, and events.
Quality Content: Regularly update your website with high-quality content that addresses the needs and interests of your target audience.
Consistent, High-Quality Content: Helps build trust and authority, making your hotel more attractive to potential guests.
Testimonials and Reviews: Building Trust and Attracting Large Groups
Positive reviews and testimonials can significantly influence potential clients’ booking decisions.
Strategies for Collecting Testimonials:
Post-Stay Surveys: Send surveys to guests after their stay to collect feedback and reviews.
Incentives: Offer discounts on future stays for guests who leave detailed reviews.
The Impact of Positive Reviews: Displaying positive reviews prominently on your website and social media can build trust and attract more group bookings.
Feeling overwhelmed? Don’t be. Here’s a handy ten-point guide of the top tips you should deploy today to help your hotel grab group and destination wedding bookings.
Top Ten Digital Marketing Tips For Luxury Hotels
Develop a Comprehensive Content Strategy: Create engaging blogs, landing pages, and testimonials.
Invest in High-Quality Video Marketing: Produce virtual walk-throughs and promotional videos.
Leverage Influencer Marketing: Partner with travel and wedding influencers.
Utilize PPC and Google Ads: Set up targeted PPC campaigns.
Optimize for SEO: Implement SEO best practices.
Create Targeted Meta Ads: Use Meta ads to reach potential guests.
Engage with Audiences on TikTok: Create engaging TikTok content.
Collect and Showcase Testimonials: Encourage guests to leave positive reviews.
Implement Email Marketing Campaigns: Send personalized emails to past and potential guests.
Utilize Data and Marketing Intelligence: Track and analyze marketing performance to improve ROI.
By focusing on these strategies, luxury hotels on the Costa Blanca can effectively attract and secure profitable group bookings, weddings, and events from international customers. This comprehensive approach will ensure your hotel stands out in the competitive luxury market and secures high-value bookings that drive long-term success.
WhaleSocial Digital Marketing agency specializes in creating and executing digital marketing strategies tailored to attract top-tier luxury resort bookings. Contact WhaleSocial today; it will be the beginning of a fruitful partnership.
