Hotel marketing communication’s Key Performance Indicators
As part of Sales and Marketing department in the hotel industry, marketing communication plays an important role to support the revenue generated not only from sales department but also from other several departments.
Some of marketing communication roles will include advertising, promotion, social media, digital marketing, partnership program, media relations and many others which will be linked to enhance awareness, highlight what’s new as well as strengthen the hotel position.
To be able to stay focus on the hotel goals, SMART target will be created for marketing communication team with monthly, quarterly and yearly tracking and review which will become their Key Performance Indicators.
Marketing communication Key Performance Indicators can range from figures, activities as well as audit in which all must be created with SMART (Specific, Measurable, Achievable, Realistic and Time Bound).
In this writing, I want to elaborate several points that you can consider when creating Key Performance Indicators for marketing communication team in the hotel industry.
1. Social Media activities and engagement
Active and consistency are some of the important aspects, amongst other things to have in doing social media activities. There are many platforms and tools to support these activities, which also include inviting several selected and well-established influencers.
In terms of measuring the social media activities, you can consider measuring through the number of engagements, number of followers or subscribers, percentage growth of followers, number of influencers to experience your hotel facilities and services. When you have certain budget allocated to run social media Ad, then, you can also include the result of PPC (Pay per Click), SEO (Search Engine Optimization), SEM (Search Engine Marketing) as well as the booking conversion figures as part of the Key Performance Indicators being set.
2. PR Value for advertisement
You will be so lucky if you have budget approved for any of marketing activities plan to execute. Sometimes, it is important to be creative meaning to run marketing activities with limited budget.
Maintain and continue to strengthen your hotel positioning is a significant factor to be present in the market. Look into the possibility of doing advertisement with small budget to spend, such as, can you do a mutual relationship which means providing free hotel facilities and services in exchange of advertisement. Depending on the hotel, this action can also be called as a barter arrangement.
Create a reasonable target of how many PR value to promote your hotel per month.
3. Manage content and pictures in online platforms
Having details and up to date content and pictures in all online platforms can influence customers to choose your hotel. Do ensure that the content and pictures are consistent throughout all platforms. Create a schedule on when to review and update the content and pictures as well as when to audit. This can be as part of key performance indicators.
4. Partnership program
Does your hotel focus on partnership program, such as, to develop partnership with major banking industry, credit card companies, prominent department stores, local and international airlines and many other industries?
Having partnership program with several different industries can develop incremental revenue for room or other department as well as create a new emerging business. How many partnership programs is considered reasonable to be developed for your hotel?
5. Organize and create events
How many events are targeted to be organized by your hotel? The event can be held for different market segment, such as, corporate business, government market, travel agents and other 3rd party partner, event organizers as well as wedding organizers.
The event can also be related to special occasions, such as, to launch new facility and new menus or big celebrations, such as, Ramadhan periods, Christmas and New Year periods.
6. Room revenue from online channels
You can consider to focus on activities linked to PPC (Pay per Click), SEO (Search Engine Optimization), SEM (Search Engine Marketing), online Ad that can push the production of hotel website. Agree on realistic number of productions to achieve and this is to be included as part of the monthly or quarterly target.
7. CSR
CSR or Corporate Social Responsibility becomes as important activities in the hotel, be it for internal customers or external customers. CSR activities can be related to saving energy, environment sustainability, relationship with community, sport activities to support selected group or associations and many others.
Decide on how many CSR activities or events to be held in a year which then, this can become as a target for marketing communication team.
Ready to have a strong marketing communication team to continue maintaining and strengthening the hotel existence in the market.
All the best be with you.
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