(R)evolution: How Digital Brand Experience is Changing Hotel Marketing for Good

It’s an industry truth; digital marketing tools, technology and techniques are constantly evolving.

And so, we innovate.

At Screen Pilot, we have a twenty-year track record of embracing digital evolution and developing new ways to drive bookings for hotels and resorts. Some years back, this ethos prompted us to look at the future of hospitality SEO and – yet again –reimagine the online experience, with a fresh focus on personalized, engaging, user-centric interactions. Our efforts led to the Digital Brand Experience, a tech-forward marketing strategy we developed for hotels and resorts that we lovingly abbreviate as “DBX.”

DBX has emerged as a superior, integrated digital marketing approach able to address each individual user’s specific wants and needs, and offer a path to purchase paved with immersive, user-centric digital experiences. Think of it as a quest to understand, and respond to, each user's unique travel demands. DBX invites users on a seamless journey, one that ultimately fosters a deeper brand connection and, most importantly, increases conversions for hotels.

Since its debut in 2022, DBX has been used by hotel teams to increase conversions by as much as 600%. Our team is immensely proud of how impactful a DBX approach can be, but we also realize that the details of DBX are intricate and sometimes hard to understand. This post has been shared to help demystify the Digital Brand Experience.

Understanding DBX

At its core, DBX is the combination of strategies that connect the whole of a brand's online presence. Today’s booking journey isn’t linear. There are numerous steps a user takes before they "book now."

Each element of DBX acts as a digital touchpoint between the brand and the user – from search engine optimization (SEO), user experience (UX) design, paid media campaigns, personalized content – an integrated ecosystem that connects the dots for a consistent user experience.

The DBX Difference Is in the Data

Data capture plays a key role in developing a productive Digital Brand Experience, laying the foundation for a relevant, impactful digital journey. The ability to gather and analyze data is crucial for understanding the nuance of user behavior, preferences, and interactions with a hotel's online presence.

By capturing relevant datapoints, hotels collect a comprehensive picture of their audience, enabling personalized and targeted strategies. This data-driven approach then empowers hotels to deliver content, offers, and interactions that resonate with each individual user, fostering a sense of connection and personalizing the overall user experience.

The Power of Integration: SEO, UX, Paid Media and Personalization

While key elements of Digital Brand Experience include traditional digital marketing tactics, DBX is a living ecosystem that surpasses a strictly old-school approach to connect with users on a personalized level.

The primary pillars of DBX include;

• SEO: The Digital Footprint to Discovery - SEO acts as the beacon guiding users to discover a brand amidst the vast digital expanse. By optimizing content, keywords, and technical aspects, brands increase their visibility in search engine results. Aligning SEO with DBX involves not just being found but being found with a purpose—to deliver value and relevance to users seeking information or solutions.

• UX: Crafting Seamless Experiences - A user-centric approach through UX design is pivotal in DBX. It's not merely about aesthetics; it's about creating intuitive, accessible, and engaging digital spaces. A well-designed user experience ensures that visitors seamlessly navigate a website, app, or platform, fostering a positive brand perception and encouraging prolonged interaction.

• Paid Media: Amplifying Reach with Precision - Paid media complements organic efforts by amplifying a brand's reach. DBX leverages paid media strategies to target specific audiences with tailored messages through targeting brand new audiences and remarketing to users who engage with our campaigns, ads, and booking engine, we segment audiences to hit them with specific messaging that resonates exactly with their user journey. By integrating paid campaigns seamlessly into the overall brand narrative, this allows hotels to reinforce consistency and relevance across all touchpoints.

• Personalization: Tailoring Experiences for Individuals - The differentiator with DBX is in treating users not as generic entities but as individuals with distinct needs and preferences. Personalization leverages data to deliver tailored content, content recommendations, or messaging that resonates deeply with each user. It's about nurturing a meaningful connection by recognizing and catering to the distinct needs of hotel guests, whether it's the type of vacation they seek or the companions they travel with. This is where the magic of conversion rate lift occurs—by dynamically personalizing website content to directly captivate the user or seamlessly pairing customized ads with a personalized website experience tailored for a specific persona. It's these personalized touches where we create an environment where guests feel understood, valued, and more likely to convert into loyal patrons.

Conversion Through Consistency and Empathy

A Digital Brand Experience doesn’t just engage users, it increases conversions, regardless of how or where a user first encounters the brand.

By delivering a cohesive and consistent message across SEO, UX, paid media, and personalization, brands build trust, credibility, and a lasting relationship with their audience.

Embracing Individuality

As everyone in hospitality knows, every interaction matters. By understanding and catering to the individual needs and wants of a potential guest researching future travel, brands advance each digital interaction from transactional to transformational.

When done correctly, new connections are forged that transcend the digital realm and nurture long-term loyalty and advocacy.

DBX In Practice?

Let's explore a real-life example of a luxury resort using DBX to target couples for a romantic getaway.

As the couple scrolls through social media, they encounter a creative ad that showcases the property’s ambiance, including couple imagery highlighting a romantic respite. Enticed to learn more, they click, but the link doesn’t lead to the property’s homepage, or direct to the booking engine, but instead brings them to a personalized homepage with content that explicitly showcases the hotel’s couples experience.

Alternatively, an organic search for "luxury couples resort in [city]" may bring our users to the resort’s romance page through SEO with a couples-centric itinerary. Using web behavior tracking, the page is personalized showcasing private villas, candlelit dinners, and couple’s spa massages.

After exploring the booking engine, when they return to social media, they being to receive enticing offers and exclusive promotions precisely matching their preferences.

This seamless and personalized digital journey across multiple platforms is made possible by the power of DBX.

The Keys to Meaningful Growth

The fundamental purpose of DBX is to craft a consistent, cohesive message that motivates users to book, regardless of their point of entry into the brand's ecosystem. A well-crafted Digital Brand Experience leaves a positive and lasting impression on every user.

• Enhanced Visibility and Reach: DBX optimizes your online presence, making your hotel more visible to potential guests. It leverages various digital channels to expand your reach and attract a broader audience.

• Personalized Interactions: A crucial aspect of DBX is the ability to tailor interactions based on individual preferences. By understanding your guests' needs and preferences, you provide a personalized and memorable online experience, fostering a stronger connection.

• Competitive Edge: In a competitive market, a distinctive digital brand sets your hotel apart. A well-executed DBX strategy positions your hotel as a unique and desirable choice, giving you a competitive edge over others in the industry.

• User-Centric Approach: DBX revolves around the user, focusing on creating seamless and enjoyable online journeys. This user-centric approach not only enhances customer satisfaction but also encourages repeat business and positive word-of-mouth recommendations.

• Consistency Across Channels: DBX ensures a consistent brand image across all digital touchpoints, including your website, social media, and online advertising. This cohesiveness builds brand trust and recognition.

• Data-Driven Insights: DBX incorporates analytics and data-driven insights, providing valuable information about guest behavior, preferences, and trends. This data empowers you to make informed decisions, refine your strategies, and stay ahead of evolving guest expectations.

By leveraging SEO, UX, paid media and personalization, brands build an ecosystem where every interaction adds a chapter to a user-centric narrative, which ultimately tells a story that resonates with guests from URLs to IRL.

This is the future of digital marketing.

This is DBX.

Did you enjoy the read?

Get original hospitality industry insights delivered to your inbox. Sign up to receive the UNACKING with Screen Pilot newsletter.