In the modern, interconnected era, global brands operating in the accommodation and hospitality industry have acknowledged the significance of localizing their marketing endeavours. This strategic approach enables them to establish strong connections with their target audience in various regions. By striking a balance between maintaining a consistent brand identity worldwide and adapting their strategies to resonate with local customers, these brands have achieved remarkable success. Now, let’s delve into the intricacies of how global brands are effectively targeting their local audience and the techniques they employ to accomplish this goal.
Understanding Local Cultures and Preferences
Global brands in the accommodation and hospitality industry understand that cultural nuances and preferences vary from one region to another. To effectively target their audience, these brands invest in thorough market research and gather insights into local customs, traditions, and consumer behaviour. By understanding the unique characteristics of each market, they can create marketing campaigns that align with the values and expectations of the local audience.
Example: Hilton Hotels & Resorts has a deep understanding of the importance of understanding local cultures. When operating in Muslim-majority countries, they offer prayer facilities and provide halal dining options to cater to the specific needs and preferences of their Muslim guests. This level of customization showcases Hilton’s commitment to creating a welcoming environment that respects local customs and enhances the guest experience.
Adapting Language and Communication Styles
Language plays a crucial role in localizing marketing efforts. Global brands in the accommodation and hospitality industry invest in translation services and ensure that their content is not only accurately translated but also captures the tone and style of the local language. By adapting their messaging to resonate with the local audience, using idioms, colloquialisms, and cultural references that are familiar to the target market, these brands create a deeper connection with their prospective guests.
Example: Accor, a global hotel group, understands the significance of adapting language and communication styles. When promoting their hotels in France, they highlight the charm and elegance of the French language in their marketing materials using customised cotton business card with unique styles and crafty punch lines. They incorporate French phrases and employ a sophisticated tone that resonates with the local audience, creating a sense of connection and appealing to their cultural sensibilities.
Leveraging Local Influencers and Partnerships
Collaborating with local influencers and forming strategic partnerships is a powerful technique employed by global brands in the accommodation and hospitality industry to locally target their audience. Local influencers have a deep understanding of the local market and a loyal following. By partnering with them, global brands gain access to a trusted network and can leverage their influence to promote their properties.
Example: Marriott International successfully targets local audiences by partnering with popular travel bloggers and influencers. These influencers stay at Marriott properties, share their experiences through blog posts and social media, and provide authentic recommendations to their followers. This collaboration helps Marriott reach a wider audience and establish trust among potential guests, also with personalized they ultimately drive bookings and increase brand awareness.
Customizing Products and Services
To meet the specific needs and preferences of local customers, global brands in the accommodation and hospitality industry often customize their products or services for different markets. This customization can range from adjusting amenities or room layouts to incorporating local design elements or offering regional cuisine options. By offering localized products and services, these brands demonstrate their commitment to catering to the unique requirements of the local audience, resulting in a stronger connection and increased customer loyalty.
Example: The Ritz-Carlton provides a prime example of customizing its services. In their properties located in Japan, they offer traditional Japanese tea ceremonies, providing guests with an immersive cultural experience that reflects the local traditions and customs. By integrating such unique offerings, The Ritz-Carlton creates memorable experiences that resonate with local guests and sets their properties apart from competitors.
Utilizing Local Marketing Channels
While global brands in the accommodation and hospitality industry often have a strong online presence, they understand the importance of leveraging local marketing channels to reach their target audience effectively. This includes utilizing local search engines, social media platforms, and travel agencies, and partnering with local online booking platforms that are popular in the region. By using these local channels, global brands can ensure that their marketing messages are delivered through the preferred channels of the local audience, increasing the chances of engagement and conversion.
Example: Booking.com, a global online travel agency, tailors its platform to cater to specific regions by offering localized language options, currency conversions, and customer support in the local language. This customization helps Booking.com establish a strong presence in various countries and attract a diverse range of travellers. Additionally, Booking.com partners with local travel agencies and accommodation providers to expand their inventory and reach a wider local audience.
Embracing Local Values and Experiences
Global brands in the accommodation and hospitality industry that successfully target local audiences also embrace local values and provide experiences that reflect the essence of the destination. They incorporate local elements in their interior design, artwork, and amenities to create an authentic atmosphere that resonates with guests.
Example: Four Seasons Hotels and Resorts is renowned for embracing local values and experiences. In their properties located in Hawaii, they integrate Hawaiian art, culture, and traditions into their design and offer activities such as lei-making classes and hula dance performances, allowing guests to immerse themselves in the local Hawaiian culture. By providing these unique experiences, Four Seasons enhances the overall guest experience and creates lasting memories.
Measuring and Adapting Strategies
Global brands in the accommodation and hospitality industry understand the importance of measuring the effectiveness of their localized marketing efforts with promotional marketing. They analyze key performance indicators (KPIs) specific to each region, gather customer feedback, and monitor booking patterns to assess the success of their campaigns. Based on these insights, they adapt their strategies accordingly, making necessary adjustments to messaging, targeting, or product offerings. This continuous evaluation and optimization ensure that their local targeting efforts remain relevant and effective.
Conclusion
Global brands in the accommodation and hospitality industry are achieving success by locally targeting their audience through understanding local cultures and preferences, adapting language and communication styles, leveraging local influencers and partnerships, customizing products and services, utilizing local marketing channels, embracing local values and experiences, and measuring and adapting their strategies.
By tailoring their approaches to specific regions, these brands create stronger connections with the local audience and enhance their brand reputation, resulting in increased bookings and customer loyalty. Through their targeted efforts, these global brands demonstrate their commitment to providing personalized experiences that resonate with guests on a local level.
