Today’s hotel industry battle to be the top choice of tourists and travelers does not only revolve on the quality of service, the state of its facilities, or the reasonability of its rates. Today, guests are also after experience, and something to please their eyes, minds, and spirits during their stay.
The New York Times have noted it, the innovative world combined with the new breed of guests—the millennial, are pushing hotels of any kind to push beyond their limits and means, just to seek and appeal to their “desire for new experiences and stand out in a competitive market.” One way to do it? Art. This trend of adventurous, knowledge and experience travelers is only beginning. Currently, one-third of all travelers are millennial — a percentage that will only increase. By 2020, it’s projected that half of the money spent in the travel sector will come out of the pockets of millennial. Indeed, in the coming years, this age group will be shaping the tourism industry over the next decade.
During the past few years, the hospitality industry has been witnessing the rise of the newest trend—Art Tourism, which does not only promote a locality’s art through exhibits and museums, but through and within the hotels as well. From local artists to world-renowned painters, sculptors and the like, hotels have been scrambling to house a collection, beautiful and noteworthy enough to gain attention, hence, an influx of guests curious of what they can offer.
“People are really wanting to collect these experiences,” said Jonathan Frolich, vice president for global brands at Hyatt Hotels’ Andaz brand. “They’re looking to be immersed in local culture.”
With almost every hotel adapting this marketing strategy, how can your hotel stand out? Here are some ways you can do to get your hotel art noticed:
Get as much publicity as possible.
Set up your own online brand. Create an identity online as part of your marketing strategy. As said earlier, the rise of millennial as the great chunk of travelers today can give you a clue on how to expand your network and reach. Have an active presence online. Showcase your hotel and its art through social networking sites. Write blogs. Conduct events and use it as public relations.
“People want to Instagram. People want to tweet about it,” said Gavi Wolf, a founder of Indiewalls tells The NY Times.
Never underestimate the power of these platforms. The most important thing is being consistent. Post a photo once or twice a week. Publish posts once or twice a month. Engage with your audience and produce click-worthy uploads.
Use your art to tell a story.
Don’t just display an artwork just for the sake of it. Sometimes, people feel when hotels are trying too hard to go with the trends, not to serve their guests better. Be genuine and invest in artworks that are truly in line with your brand, your story and your hotel’s identity. It is important to have a connection—with your artworks and your guests as well.
What story do you want to tell your guests? What kind of hotel are you? More importantly, what kind of people run this place? Your art could be one way of making one-way conversations with the people who will choose to stay in your property.
Your goal should not only be one of the hotels with the biggest art collections, but be a hotel that tells their story, their brand and their identity through the artworks seen inside it. Successful hotel doesn’t always have to have the most expensive, most popular and biggest art pieces in the world. Most of the time, its about the connection that is felt by the guests through art and how did it make them feel during their stay.
Study your market and act on it.
People always talk. Despite this day’s advancement in technology, one of the best and effective marketing strategy is the word of mouth. Hotels with interesting art displays, thought-provoking pieces and controversial works will always be talked about. Intrigue and curiosity is one method of driving people to your property’s doorstep. At the same time, magnificent, jaw dropping collections are also the talk of the town.
In the end, while the world’s tourists are looking for the same thing, a hotel can truly stand out by being true to its origins, its vision, its character. The differences of approaches these hotels do in order to keep up may be synonymous, but they are unique at the same time. Guests value art more than you think. It is important to relay your message, brand, and story to your market and use art to your advantage.