How to Optimize Your Hotel’s Digital Advertising During Renovations

Renovating a hotel is exciting but can bring marketing challenges. A strong digital advertising strategy is key to managing guest expectations, ensuring they’re informed about any temporary changes before booking. This proactive communication reduces surprises and helps maintain satisfaction. 

Beyond that, digital ads can generate buzz about the improvements, positioning your renovation as an exciting new chapter and encouraging future stays once the project is complete.

Here are ten ways to best tackle hotel renovations in your digital advertising:

1. Ad Copy: Inform and Excite with Creative Headlines

During renovations, transparency is key. Ad copy should reflect the changes happening at your property while generating excitement for the future. 

Try creative headlines:

• “A New Experience Awaits”
• “Stay Tuned for Our Renovation Reveal” 
• “Come See What’s Next”
• “A New Look is Coming”
• “We’re Building a Better Experience”

Adding this information to your ad copy can spark curiosity and keep guests informed. Highlight the positive impact these updates will have on their future stays, and ensure your messaging is consistent across all platforms.

2. Website Banner: Manage Expectations Before They Book

A website banner can be an excellent tool to inform potential guests about renovations, especially if certain amenities will be unavailable or if noise levels might be higher than usual. By adding a clear banner to your homepage and booking pages, you proactively set expectations. 

This transparency helps avoid misunderstandings and can reduce the risk of negative reviews from guests who might not have been fully aware of the temporary inconveniences.

3. Blueprints and Landing Pages: Detail the Journey

Consider creating a dedicated landing page that shares detailed information about the renovations. Not only does this show that your hotel is investing in an enhanced guest experience, but it also satisfies curious guests who want to know exactly what to expect when they visit. This page can act as a hub for ongoing updates throughout the renovation process.

Try including information such as:

• Digital Blueprints or renderings
• Copy about enhancements to rooms or amenities
• Important dates surrounding renovations 
• Facilities or amenities that are unavailable during the renovation period

4. Special Offers: Celebrate Post-Renovation with a Bang

Once the renovations are complete, consider launching a special offer to welcome guests to experience the new spaces, rooms, or amenities. A limited-time “Grand Reopening Special” can be a great way to attract guests who may have stayed away during the renovation period. Include exclusive discounts or value-added perks to entice both new and returning guests.

5. Visual Progress Updates: Build Anticipation with Video and Images

Visual content is a powerful tool to engage potential guests during a renovation. Share these updates on your website, social media, and email campaigns to build anticipation and excitement around the upcoming changes. 

Here are a few content ideas:

• Time-lapse videos of renovations
• Before-and-after images
• Photo updates of the renovation progress
• Illustrations of the new facilities or updated rooms 

These visuals help guests see that the temporary inconvenience is leading to something extraordinary.

6. Influencer Partnerships: Generate Buzz

Influencer marketing is an excellent way to build buzz during a renovation. Partner with travel influencers, bloggers, or even local media personalities to provide a behind-the-scenes look at the renovation process. 

Their audience may include potential guests who haven’t yet considered your hotel, and their coverage can offer a third-party endorsement that drives trust and excitement.

7. Email Marketing: Keep Guests in the Loop

Email marketing is an effective way to keep your loyal guests informed about renovations. Send regular updates to your email list about the progress being made, and consider offering exclusive pre-booking deals for those who want to be among the first to experience the new look. This approach strengthens your relationship with past guests and keeps your brand top-of-mind during the renovation process.

8. Renovation Blog Series: Share the Journey

Transparency during renovations is essential for maintaining trust. Consider adding a renovation blog series to your website where you can post regular updates about the renovation process. This series can detail the work being done, showcase progress photos, and answer questions that potential guests might have. It’s also a great way to create SEO-friendly content that keeps your website relevant during the renovation period.

9. Guest Reviews and Feedback: Social Proof During Renovation

Positive guest reviews during the renovation period are valuable social proof that the experience remains enjoyable. Encourage guests to leave reviews about their stay, even if renovations are in progress. Respond to any feedback that highlights the challenges caused by renovations, and showcase positive reviews on your digital platforms. This reassures future guests that, despite ongoing changes, their stay can still be pleasant.

10. Pre-renovation Bookings: Maintain Occupancy with Special Offers

While renovations are happening, you might face a dip in bookings. To avoid this, offer exclusive discounts or value-added packages to guests who are willing to stay during the renovation period. 

These deals can help maintain occupancy rates and create a sense of exclusivity for guests who want to experience the property before it’s fully transformed. Ensure to communicate any disruptions, so guests are fully aware of the situation before booking.

Transforming Renovations into a Guest Engagement Strategy

By incorporating these strategies into your digital marketing plan, you can turn a hotel renovation into a powerful branding and guest engagement opportunity. With transparency, creativity, and the right marketing tools, you’ll keep guests informed, excited, and eager to experience the new and improved version of your hotel.