You may not realise it, but the target audience for most hotels is women. Women account for 85% of all household purchases and 92% of vacation decisions (according to Greenfield Online for Arnold’s Women’s Insight Team) spending over $7 trillion annually in the US alone according to the Marketing to Women Conference, Chicago. Add to this the fact that the Clute Institute, a business journal publication, found that females represent around 40% of all business travel; women constitute a massive portion of the decision makers when it comes to travel and hotel bookings.
Generally women tend to buy with the desire to enjoy the experience as well as obtaining the final product. This is why rich descriptive text accompanied with some great visuals makes all the difference when appealing to female shoppers. By visually presenting the experience your female guests will have at your property, you will keep it at the front of their mind as they move through their shopping journey.
2. Social media
Women are the dominant superpower behind all forms of social media. According to a research carried out by Pew Research Center and Burst Media, women are not only using social media more, they’re using it in more ways than men. Women dominate the visual social media platforms such as Pinterest, Instagram and Facebook, making high quality and engaging visuals even more important to cater for your female audience. Women are also more likely to interact with brands than men, making a female follower far more useful than a male one.
3. More mobile-savvy than men?
Turns out that women are more active on mobile devices than men; including everything from sharing content on social media to visiting mobile websites. This is definitely something you want to capitalise on in your hotel digital marketing strategy.
So, about marketing to women….
By: Nick Baker (community manager for Appy Hotel)
The above is an extract of the original article available at: ehotelier