Shakespeare Was on the Right Track: Product, Presence and Perception in Hotel Marketing

Shakespeare left us countless quotations in a body of literature characterised by an impressive power of synthesis, across a vast number of works which, incidentally, are sometimes difficult to understand. The best known is: To be, or not to be—that is the question, from Hamlet, and we readily paraphrase Being or Not Being... but in Marketing, and specifically in Hotel Marketing, there are many perspectives and strategies: simply Being is not enough. We need to be, be present and, moreover, appear to be.

Being.

Here we are talking about the product, about our ability to create an excellent, unique and differentiated product. We need to BE valuable to the customer, capable of remaining in the traveller's mind not only because of the messages we send them, but because of the experience they have enjoyed. The product is the essence of marketing, the foundation on which our entire present and future strategy is built.

Being Present.

This applies both to achieving the best communication and to securing the best distribution and sales. Where are my customers? Which channels do my segments use? Am I making proper use of my social media presence? Is social media the right channel for me? We must be able to answer all these questions and thereby define a solid, appropriate presence aligned with our strategy, our product and our segments.

Appearing.

But while the previous points are important, this one is no less so. Our communication, messaging and presence strategy must project the value we want and are able to convey. There is no point in excelling in the previous areas if we are then unable to build and communicate our message effectively. These three points are the foundation on which a sound marketing strategy must be built, so answering them and taking them into account will be essential to achieving success: AM I an outstanding, attractive and highly desirable product? AM I PRESENT in the right channels, taking into account my type of product and my segments? DO I APPEAR as what I am, so that I am communicating effectively?