In the ever-evolving, fast-paced landscape of hotel digital marketing, maintaining momentum is key to navigating the challenges and opportunities it presents. At Newport Hospitality Group (NHG), we’ve found success by embracing three core principles: methodical execution, continuous optimization, and relentless innovation. Our business is about people, and our digital strategy is no exception. It’s about connecting with our guests in meaningful ways and delivering experiences that exceed their expectations.
Methodical execution is the cornerstone of our digital approach. Each step of a project is carefully thought out and executed. From SEO optimization and paid media campaigns to creative advertising and social media marketing, we consistently test and plan to engage and captivate our audience. Are we using the right tool for the right outcome? On property at our hotels, we have 10 minutes for a guest to form first impressions. In the digital arena, the first impression is often made in a matter of 2.6 seconds at the digital lobby—hotel websites. We must deliver memorable and impactful marketing across all digital touchpoints. From personalized email campaigns to targeted social media ads, we strive to connect with our hotels’ audiences in meaningful ways that resonate with them.
Continuous optimization is essential for staying ahead in the digital landscape. We understand the importance of leveraging data and insights to refine our strategies. Through rigorous and ongoing evaluation of our performance metrics, we gain valuable insights into what works and what doesn’t. This enables us to make informed decisions and adapt our approach in real-time, ensuring that we’re always improving for success. Whether it’s analyzing website metrics or fine-tuning ad campaigns, we’re committed to staying agile and responsive to changing market dynamics.
The word “accommodations” is embedded in “accommodating.” As hotel digital platforms, brands, and tools evolve, we must be aware and fearless in finding and accommodating each hotel’s unique formula for success. We model the belief that we all want to get it right—our team cares. If new is improving and necessary for a specific hotel, such as a vanity website or outlet site, new logo design, new messaging, we want to do it the best way possible for sustainable success. Newport’s founders, 34 years ago, cultivated this culture of always doing your best. Many of our efforts, like blogging and influencers, take time to show results. With this constant attitude, we maneuver to continue learning what works.
Relentless innovation drives our quest for excellence. We’re constantly exploring new technologies and tools to enhance our digital presence. One such innovation was the implementation of a collaborative tool with our hotel marketers. This not only streamlined our service processes but also improved our workflow and ad copy quality. Additionally, this holistic approach to digital marketing extends beyond traditional channels. We leverage interactive content, review enhancement, annual audits, channel management, and reporting to provide a comprehensive solution to deliver results.
We understand the importance of working efficiently, especially in a digital environment where speed and agility are paramount. That’s why Newport integrates digital marketing into our Commercial Strategy, aligning it with revenue and sales efforts while fostering close communication with the hotel team to maximize results.
In our journey towards continuous improvement, rigorous and ongoing evaluation serves as the backbone of our digital marketing. It’s the secret sauce that fuels our quest for excellence, constantly pushing us to refine our strategies and processes. Our talented digital team is at the heart of this effort, embracing the confidence to be wrong in order to get it right. They are unafraid to experiment, learn from mistakes, and innovate continuously. By methodically analyzing data and insights, we gain valuable learnings that guide our decision-making and propel us forward. As I often mentor, ‘We believe in the power of trial and error. It’s not about avoiding mistakes; it’s about learning from them quickly and effectively to achieve better results.” A commitment to evaluation ensures we’re always adapting and evolving to stay ahead of the curve in an ever-changing landscape.
We invite you to stay updated with Newport news by subscribing to Newport’s Newsletter. This month, we’re setting sail into summer with exciting updates and insights. Join us as we navigate the digital waters and continue to innovate in the hospitality industry.
By Kirsten Mosco, Vice President of Media and Communications
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