Event Travel is Booming

Texas is the proud host of many spectacular events year-round, including SXSW and ACL in Austin, Fiesta San Antonio, the Houston Livestock Show and Rodeo, the State Fair of Texas in Dallas, Sand Fest in Port Aransas, the Terlingua Chili Cook-off, Viva! El Paso, many small town festivals, sports, sports, sports, and more.

Marketing your hotel around events boosts your visibility and brand awareness to potential new customers. Events can generate direct bookings through partnerships with event planners by offering special rates and packages to attendees, and they attract larger groups of travelers.

 

Strategies for the Curious Crowds

• Identify your target market. Your event may be a destination wedding, a music festival, a rodeo, a corporate, community, or seasonal event. The more you know about the music lover, the corporate exec, the bride, the foodie, the sports fanatic, the Trekkie, etc., the better. Tailor your marketing for the event-specific audience.

  

• Fine-tune your marketing channels and messaging:
  • Social Media – Promote your knowledge of, proximity to, partnership or involvement with the event. Share behind-the-scenes content and run contests. Share images, videos, and testimonials of past events on Instagram, Facebook, and TikTok.
  • Email Marketing – Send event invitations, reminders, and special offerings. Include past event testimonials and success stories.
  • Website – Create event landing pages with event-specific information, videos, calendars, maps, and special offers.
  • Partners – Collaborate with tourism boards, event planners, and relevant businesses. Offer bundle deals and cross-promotions.
  • Public Relations – Issue Press Releases and invite media to cover any hosted side events.
  • Online and Paid Ads – Promote your offers on event websites, event calendars, and ticketing websites.
  • In-house – Display event posters, brochures, and transportation info in your lobby.

 

 

Make it Special

• Create Special Packages
  • Develop themed packages for the event.
  • Include incentives like discounted room blocks, early bird or VIP pricing, spa credits, complimentary breakfast, or free transportation.
  • Customize packages for the season.
• Host Events such as:
  • Food and drink tastings
  • Live music
  • Informative lectures or presentations
  • Art and Photography shows
  • Invite event planners and influencers
  • Use the opportunity to collect leads and feedback
• Ensure you list your events on Google My Business and relevant online listings including:
  • Google Maps
  • Cvent
  • The Knot
• Highlight Loyalty and Referral Programs
• Stay Engaged Post-Event
  • Invite feedback from guests.
  • Share event-related photos and videos on social media.
  • Send thank-you emails to guests.
  • Offer special deals for future bookings.

Event marketing helps hotels stay competitive and current. Elevate your event marketing strategy.

 

References:

Siteminder: Why events are shaking up the world of travel – and what this means for hotel revenue management

TravelTexas: Top Texas Events You Don’t Want to Miss