Klarent Hospitality manages a hotel portfolio across the UK & Ireland, trading under prestigious international brands such as Hilton, Hilton Garden Inn,
DoubleTree by Hilton, Mercure and Ibis Styles. A market leader in hotel investment and management, they have a proven track record of delivering operational excellence and exceptional customer experiences. Tempt has been brought in on a consultancy basis to strategise digital marketing plans, provide templates and coach hotel teams to implement activities which support ambitious revenue targets.
Client Objectives
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To launch multiple brand campaigns via digital channels, which generate hotel enquiries and bookings.
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To create awareness of the individual hotels and increase engagement amongst their target audiences through social media.
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To communicate ongoing events and promotions in the hotels with their target audiences and various databases.
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To help hotel teams within the portfolio understand the importance of social media, teaching them skills to build their online presence.
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To build on the credibility of the brand via social and email platforms.
Strategic Approach
Following an onboarding session with senior team members, we were able to delve into what sets Klarent Hospitality apart, what makes them industry leaders and define their sales and marketing goals.
The challenge for the client was that there was no consistency or strategic process for how their hotels used their social media platforms. A lot of the hotels weren’t using social media channels at all.
We developed a social media and email marketing strategy to work across the whole portfolio of hotels. This involved creating monthly content calendars of suggested social media posts alongside social media and digital marketing workshops with hotel teams to help them learn and grow their presence. The purpose of this calendar was to take the leg work out of researching and planning social media content and allow the hotels to adapt our posts to fit their own identities.
The series of workshops aimed at helping teams navigate social media, organic and paid – and coaching teams, of varied experience, the dos and don’ts when it comes to marketing their hotels online.
With the nature of the industry, it was essential that we conducted and researched relevant studies and statistics that would help us create clear and useful workshops easy to digest and implement. The interactive workshops were led by the Tempt team and then given to the hotels teams afterwards to implement and ask questions.
Tempt developed an email marketing plan that involved sending emails designed to help the hoteliers promote package deals, offer booking incentives, inform customers of events etc. We designed email layouts, created email copy and liaised with the hotels to acquire their relevant databases, which we then segmented and used to send out the emails.
A Summary of Activity
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Initial industry research and competitor analysis.
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A new strategy for organic social media content across Klarent Hospitality.
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A suggested strategy for paid social media content across Klarent Hospitality.
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A monthly calendar of social media content hotel teams could use and adapt.
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A monthly bank of useable social media content, including post copy, images, graphics and video.
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Monthly social media workshops with the hotel teams aimed at educating staff about using their social media to promote their hotels and offerings.
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Calendar of key dates and awareness days relevant to ongoing campaigns.
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A clear strategy for email marketing campaigns that supported booking and revenue objectives.
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Creation and schedule of monthly promotional emails for UK-wise promotions around Christmas, Meetings, Events and weddings.
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Creation and schedule of monthly emails for each individual hotel within the portfolio.
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Management of content and databases using email marketing software.
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Communication with the individual hotels and management of relevant databases.