How to sell to Heads of Marketing at Hospitality companies
Heads of Marketing in the hospitality industry are primarily measured on customer acquisition rates. They respond to outreach that demonstrates a clear understanding of their unique challenges, such as increasing direct bookings and enhancing guest experience. Showing knowledge of recent trends in travel behavior or successful campaigns in similar establishments can capture their attention and prompt a response.
What actually hurts
- low direct booking rates
- high customer acquisition costs
- ineffective marketing campaigns
- guest experience complaints
The playbook
- 01
Identify recent shifts in travel trends
Research recent data on travel patterns or consumer preferences that have emerged post-pandemic. Use sources like travel industry reports or hospitality news articles. Tailor your outreach to discuss how these trends affect booking rates and guest engagement.
- 02
Segment for direct booking optimization
Filter your list for hospitality companies that have recently invested in digital marketing strategies aimed at increasing direct bookings. Use platforms like LinkedIn or industry directories to find these companies and gather insights on their marketing initiatives.
- 03
Highlight solutions for guest experience challenges
Craft your message to focus on improving guest experience, which is a top priority for Heads of Marketing. Reference specific pain points like high cancellation rates or low repeat visitor numbers and propose solutions that address these issues directly.
- 04
Engage with their recent marketing campaigns
Before reaching out, analyze their latest marketing campaigns or promotions. Mention these in your outreach to demonstrate your knowledge of their brand and to open a conversation about what worked and what could be improved.
- 05
Propose a timely follow-up meeting
In your follow-up, suggest a meeting within the next two weeks, ideally after a major holiday or event in the hospitality calendar. This timing can help them reflect on their recent strategies and be open to new ideas for the upcoming season.
Subject lines that fit
- Boost direct bookings today
- Enhancing guest experience
- Navigating new travel trends
Questions
- Why do Heads of Marketing in hospitality ignore cold outreach?
- Heads of Marketing often receive numerous outreach messages that lack relevance or personalization. They prioritize their time on strategies that align with their current goals, such as increasing direct bookings or improving guest satisfaction. If your message doesn’t clearly relate to these objectives, it may be overlooked.
- What challenges do Heads of Marketing face in hospitality?
- They frequently deal with high customer acquisition costs and the need to stand out in a competitive market. Additionally, they must adapt to changing consumer preferences and technology trends, which can complicate their marketing strategies and campaign effectiveness.
- How can I make my outreach relevant to hospitality marketers?
- Focus your outreach on specific challenges that hospitality marketers face, such as improving direct bookings or enhancing customer loyalty. Use industry insights or recent trends to demonstrate your understanding of their unique environment and how your approach can help address their needs.
- What topics resonate with Heads of Marketing in hospitality?
- Topics that resonate include digital marketing innovations, strategies for increasing direct bookings, and enhancing guest experience. They are also interested in case studies showcasing successful campaigns within the hospitality sector that have led to measurable results.
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