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How Hotel Balconies Are Revolutionising Hotel Marketing

How Hotel Balconies Are Revolutionising Hotel Marketing

How hotel balconies are revolutionising Hotel Marketing

How Hotel Balconies Are Revolutionising Hotel Marketing


Digital marketing for the accommodation and hotel sector often focuses on additional features besides the core product. What does a particular hotel have that differentiates it from all of the other competitors in close proximity? Masterful marketers will monopolise these features, with their marketing campaigns focusing on whatever the upper hand is in their advertising activity.

 

Balconies are up there as one of the most impressive extras in a hotel room. Apart from the view and status of a balcony, why is everyone going nuts over them? And how does this change the way hotels are marketed online?

We discuss the possible reasons behind the balcony frenzy and why people are prepared to pay a significant markup to their nightly rate to enjoy one.

Private Dining

 

Once upon a time, private dining was an activity reserved only for the wealthy. But now, it seems anyone will fork out the cash for a Parisian breakfast they can use in their next Instagram photoshoot. Just look at these Pinterest photos of picture-perfect balcony breakfasts — people will do anything for the gram!

Because of this, the Mondrian, one of the most prestigious London hotels, heavily markets its suites to this type of customer. Its aptly named River View Balcony Suites are described as “an experience like no other, enjoy breakfast or sundowner drinks on the balcony overlooking London’s skyline.” Balconies not only help to sell the consumer’s basic need for shelter, but they also speak to a person’s lifestyle aspirations and materialistic desire. In an image-centric society, balcony views are a sure way to entice customers.

In the ever competitive hospitality market, Forbes writer Caroline Tell says that hotels are “betting on big balconies” to secure sales. The balcony versus sans balcony debate has been going on for decades in the cruise industry, where a constantly changing view is up for grabs. The extra money tacked on to the travel price for an upgraded room is still often debated.

 

Using Green Space as a Marketing Tactic

 

Specifically in urbanised areas, people are dying for green space – yet the lure of the big city is still enough for city breaks to be often favoured over beach side resorts.

 

Balconies, are often being used to create a sky-high garden to offer the best of both worlds. There are simply not enough green spaces in cities when all of the infrastructure, road works and walkways are eventually built out.

 

The modern health conscious consumer already knows the benefits of green spaces and opts for a more environmental vibe when they are visiting hotels and restaurants. Green spaces bestow crucial health benefits, such as keeping the climate cool, creating opportunities for social interaction, reducing obesity and stimulating the brain.

 

Cities that are deemed the most liveable and attract the high amounts of tourists because of this are the ones who have managed to strike a balance between industrialisation and the conservation of nature. These locations include New York with its famous Central Park, London where visitors flock for various festivals in Hyde Park and Phoenix Park in Dublin, to name a few.

 

A way to get around the lack of green spaces in cities is to build man-made gardens. Using a balcony space is an excellent way to do that. Balconies can be created for commercial buildings using a specialised balcony system, which is built on top of a flat surface. This gives the digital marketer plenty of instagrammable content to work with.

 

This futuristic hotel in the heart of Singapore is one of the first to create this effect as a standard feature for most of their north facing rooms.

 

https://www.pinterest.com/pin/428334614530571348/

 

Juxtaposed against the clean lines of an building entirely made from glass are six verdant green gardens, which appear to float in mid-air on each balcony level. This truly unique design is enough to catch worldwide attention and perhaps persuade other developers to consider this green approach.

A View of Hotel Marketing

 

Now, digital marketing in the hospitality sector can take the balcony trend and run with it —  advertisers love working with something new and fresh, especially when spaces are reinventing themselves — such as the case of Singapore’s green garden balconies.

 

Balconies are a great visual subject for imagery and give the ability to create unique and engaging content. With images being key to getting more social shares, this is crucial, and the statistics prove it:

 

  • Tweets with images receive 150% more retweets – Source: Buffer
  • Facebook posts with images receive 2.3x more engagement – Source: BuzzSumo

 

With hotel balconies, the customer will no doubt enjoy the view, and the scene isn’t looking so bad for marketers, either.  

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