Why Hospitality Organizations Need Omnichannel Marketing

June 27, 2023
Person on tablet or phone looking at ordering their prescription
Hospitality organizations know the importance of having a presence on popular social media channels and being available on search engines in order to promote their brand. Posting fun or informative content on a regular basis is a proactive way to reach customers, nurture relationships and build loyalty.

Traditional marketing approaches may not cut it with today’s consumers who expect personalized, relevant content. This means organizations must know what type of content their customers want, how often they want to receive it and which channels they prefer for interactions. In other words, marketers must deliver the right offer at the right time on the right channel, or risk losing a sale—or worse, losing the customer.
That’s why companies taking a modern approach to engaging customers are using omnichannel marketing, which offers a way to uplevel and unify what many organizations are already doing across their marketing efforts. 


According to McKinsey, “Omnichannel is a customer-centric approach in which all channels are integrated so the customer has a unified and consistent experience whether they are at a physical store, using an app or on a website.” 

This type of marketing also helps ensure a brand’s message is the same, regardless of when or where it’s shared. “An omnichannel approach to marketing allows businesses to deliver a consistent and seamless customer experience (CX) across all the channels customers use to engage with their brand, both online and offline,” according to Digital Marketing Institute. “It ensures customers have a positive experience on each channel, while acknowledging all their previous touchpoints with your brand.”

Brands that engage in omnichannel and personalized marketing have been shown to:

  • Increase revenue by 6% to 10%

  • Build 1:1 customer relationships

  • Outsell competitors by 20%

Omnichannel marketing also eliminates gaps in customer outreach by integrating various channels, including social media, and connecting customer experiences. This is critical because a coordinated approach can nurture customers and drive business.

For example, 38% of TikTok users—approximately 52 million people across all generations—go to a restaurant or get takeout after seeing a TikTok video about it. Omnichannel marketing can integrate social media success with other desired actions, like encouraging customers to sign up to be on an email list after watching a short food video.


Hospitality organizations know they need a marketing strategy, but they may not know the best way to build and execute it. Generally speaking, companies have two choices: hire an internal person or team to handle the marketing, or outsource all or part of the work to a professional agency.
Large organizations, such as resorts, may have the budget to hire internal staff with marketing expertise, while smaller ones may need to outsource the work, even if it’s on a part-time basis. The advantages of handling the work internally include:

  • A staff person can dedicate themself to the organization’s marketing efforts
  • Employees may understand the business, brand and customers better than an agency.
  • Internal staff often respond faster to marketing needs than an agency.
  • Internal stakeholders have more control over content.

Outsourcing has its advantages, too. They include:

  • Agencies have all the needed skill sets, including writers, designers, videographers and social media experts.
  • Agencies understand marketing trends and best practices.
  • Marketing firms can customize successful campaigns for each organization’s needs.
  • The organization doesn’t need to invest in hiring new staff and add to head count.

A hybrid approach is also an option. This involves an internal marketing specialist being the point person to work with an outside agency. 


“Social media is an important part of a unified customer experience, which ensures consistent interactions along each touchpoint in the customer journey. ”


For omnichannel marketing to be effective, organizations need to define overall goals and have a detailed roadmap for how to get there. An omnichannel strategy for a hospitality organization could include a:

  • Google My Business Profile to easily connect with customers
  • User-friendly website that showcases the organization’s offerings
  • An email newsletter featuring special offers, updates and other information
  • Social media channels that link to the company’s website
  • Text messaging with daily or weekly specials
  • Loyalty program that rewards consumers for purchases  

The strategy can include allowing peer reviews on social media channels. Peer reviews have been shown to influence consumers. According to BrightLocal:

  • 98% of people read online reviews for local businesses.
  • 88% are likely to use a business if the owner responds to all reviews.
  • 69% feel positive using a business with reviews describing a positive experience.
  • 46% feel that online reviews are as trustworthy as recommendations from friends or family.
  • 35% trust consumer reviews as much as recommendations from social personalities.

Hospitality organizations have various objectives for their social media and overall marketing. These include resorts enticing guests to stay for several days or encouraging customers to download their app and join a loyalty program.
To prompt customers to take a specific action, companies must first understand what motivates them. Common motivators include a limited time discount, the opportunity to redeem points toward a special purchase and an offer for a free appetizer or dessert. By integrating and analyzing customer data, organizations can gain a deep understanding of what encourages customers to act. The data can also determine what offer is best for each individual customer.


Whether organizations choose to handle marketing internally or outsource it, a group purchasing organization (GPO) can help. For internal marketing, a GPO such as Provista has contracts with leading vendors that can find and hire candidates, and perform background checks.
A GPO also has contracts with marketing professionals, web designers and others to create and deliver omnichannel marketing strategies and content. These contracts are beneficial for organizations outsourcing their marketing, and they’re also helpful for internal marketers who need third-party help for specialty jobs such as launching a website. For example, Provista’s purchased services program allows organizations to save money on myriad services, including marketing. 


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