People, technology, content: The three tenets of hospitality marketing in 2023

The hospitality industry has showcased not only its resilience over these past few years, but also its ability to adapt to new and challenging environments. It has remained steadfast throughout disruption from the digital age, the emergence of new industry models, and a global pandemic.

However, as a result of these significant shifts faced by the industry in recent years, we’ve also seen consumer expectations change drastically with products and services taking a backseat to any brand’s ability to create meaningful experiences for, and authentic relationships with, customers.

This has translated into an expectation of deeper care and connection, along with increased engagement and interactivity, from organisations within the industry leading to traditional marketing strategies largely proving ineffective, driving new change in the way that the sector engages and influences travellers.

“As we approach the start of a new year during a time of recovery for the industry alongside a growing appetite for travel, we can expect to see some new and evolving marketing trends emerge within the hospitality industry as it adapts to a consumer base caught between the cautiousness driven by the pandemic and the need to reconnect with friends, family, favourite travel destinations and new experiences,” says Stephanie Aboujaoude, senior area director of marketing and communications Middle East & Africa at Radisson Hotel group.

For those hospitality brands looking to lay the foundation for success in 2023, here are three simple principles they can follow which are guiding marketing trends in the industry in the upcoming year:

Centering people in marketing campaigns

Consumers today respond much better to personalised communication and experiences that speak to their wants and needs, such as catering to convenience and speed as well as prioritising quality over quantity.

According to recent research, tomorrow’s travellers are looking to be immersed in local culture and are attracted to destinations that offer unique experiences and activities linked to local customs, traditions and lifestyles.