Web Marketing Trends to Look Out For in the Hospitality Industry in 2018!


Like many other industries, the hospitality and hotel industry needs to adapt to the digital age if it wants to remain successful in a competitive and overcrowded marketplace. To remain competitive means being well versed with the latest web marketing trends, which is why we present these important digital marketing trends to watch out for in the hospitality industry:

Maximise Local SEO

Local SEO or search engine optimisation is the key to successful web marketing in the hospitality industry. This trend will further increase in importance as 2018 advances. For example, your hotel needs to figure in relevant local results. If the customer is searching for hotels in London, for example, and you are a Kensington Square hotel, you need to get to the top of the rankings to maximise your customer base. Maximising your local SEO gives your hospitality establishment greater visibility and brand awareness.

Examples of local SEO opportunities for hotels include Yelp, Tripadvisor and Google My Business. Large online travel agents can also help hospitality industries and companies to cash in on local SEO opportunities. It is important to remember that SEO takes time and you need to invest in multiple search marketing channels.

#2 Mobile Marketing Rules

For web marketing trends in a mobile-first era, nothing beats a responsive, mobile friendly website. With smartphone users increasing to the tune of billions each year, a lot of people are now using mobile phones to search and book hotel stays or restaurant dinners. According to ABTA, Holiday habits report, 2017, bookings on mobile devices shot up from 13 to 20 percent in 12 months only, while desktop bookings fell by an astounding 13 percent.

So, for the hotel industry, nothing matters more than making your website available to as many mobile users as possible to increase potential booking. Responsive sites can be accessed through any smart device, in fact. This will greatly boost the accessibility of your hospitality business.

#3 Content is King

For hoteliers, customer is king. But for hospitality marketing experts, content marketing is critical. Content marketing is the creation and sharing of online materials like blogs, videos and social media posts that stimulate interest in your product. For example, if you own a hotel in Beijing, you could write about sightseeing in China and Beijing specifically. Include CTA or calls to action for booking so customers can join in.

#4 Go Social

With 42 million active social media users in UK alone in 2017 according to Statista, being present on social media channels or having social sharing buttons on your site is critical. By having a strong social media strategy in place, your hotel or eatery can build engagement, create brand awareness and target new customers. Many different social media channels are there. Monitoring and responding to guest reviews and feedbacks should also be part of your social media marketing strategy, if you are into hotel marketing.


There are many other tech trends, like AI, machine learning, chatbots, AR, VR and hyper personalisation that are slowly making their way into the hotel industry. If you want your hospitality establishment to succeed, follow these essential and basic trends to give your business a boost in 2018.

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