The corporate world is changing globally, with more companies than ever adopting remote and hybrid work arrangements. This shift is reshaping our understanding of the ideal workplace, fueling a growing interest in the digital nomad lifestyle and increasing the number of remote workers. This lifestyle empowers individuals to work from any location, whether that's cafes, co-working spaces, or, notably, hotels.
Remote workers might not always book an overnight stay at a hotel, but they are increasingly finding value in reserving a room for a day to focus on tasks in a quiet, comfortable setting. Alternatively, they might spend a productive afternoon in the hotel's lounge, enjoying food and drinks during virtual meetings. Regardless of the duration of their stay, these remote professionals are quickly emerging as valuable patrons for hotels.
Catering to Remote Workers
Remote workers, surprisingly, have preferences that align closely with those of traditional hotel guests. A key difference is their inclination for long-term stays. They seek a hotel that mirrors the comforts of home, yet is equipped with the amenities essential for a productive workspace. For them, dependable Wi-Fi is just as important as health and safety measures—so you need to excel in offering what they see as essentials:
- A seamless booking process: Aim for a user-friendly, hassle-free experience for potential guests.
- Accurate and detailed information: Outline in detail the facilities, amenities, and services your hotel offers that cater to remote workers.
- Responsive customer service: Ensure timely and dependable support for remote workers, particularly when technical issues arise.
By nailing these basic areas, your hotel will be seen as a trustworthy brand and a prime choice for remote workers.
To further differentiate your hotel from competitors, spotlight features that encourage productivity. Consider offering dedicated workspaces. These don’t need to be formal conference rooms, but rather designated areas within your hotel where they can do some focused work. Complimentary snacks and unlimited coffee in the lobby can be great perks, as they draw remote workers in search of a supportive work environment.
Crafting a Compelling Digital Presence to Attract Remote Workers
The easiest way to attract remote workers is to meet them where they already are: online. This means making sure your digital brand presence is current and active. You can optimise your online platforms to target remote workers by using these strategies:
1. Personalise User Touchpoints
Implement personalised touchpoints to establish a strong connection with remote workers throughout their guest journey. Consider these strategies:
Optimising Your Website
Ensure your hotel's website showcases features that cater to remote workers. Highlight dedicated workspaces, high-speed internet, and ergonomic setups. Visually appealing content, like professional photos and virtual tours, can enhance your hotel's charm. It also never hurts to continue to work on your SEO strategy. Using targeted keywords like ‘digital nomad’, ‘workcation’, and ‘remote work’ will put your hotel at the top of search results and lead to greater exposure and more bookings.
Tailored Email Marketing Campaigns
Craft personalised emails to engage both potential and returning guests. Use these communications to spotlight your hotel's commitment to catering to their unique needs. These emails can include information about remote work amenities, local co-working spaces, or networking events. Make sure to take this opportunity to highlight your hotel's remote work-friendly facilities and services, along with offers or discounts available to remote workers.
Chatbots for Instant Assistance
Having chatbots on your hotel’s website or messaging platforms will help you offer timely assistance to remote workers who are considering staying at your hotel. These digital helpers can field common questions, suggest nearby cafes that are conducive to remote work, and aid with booking inquiries. This not only streamlines the guest experience but also frees your staff to concentrate on strategic tasks.
2. Personalise Your Offers
To appeal to remote workers, it's essential to craft personalised offers that are tailored to their unique needs. This could be discounted rates for extended stays or booking options that offer flexibility—just keep in mind to mirror the fluid nature of remote work schedules. With a deep understanding of this group’s specific needs, you are ready to design compelling offers that differentiate your hotel from competitors.
Offering specific packages catered to remote working is a great way to attract them to your hotel. Consider packages that bundle key amenities, such as access to co-working spaces, complimentary breakfasts, or fitness facilities, to bolster the value proposition for remote workers. Marriott and Hyatt’s remote work packages are two great examples of hotel brands accommodating the specific needs of remote work.
3. Engaging via Social Media
A significant number of remote workers consult social platforms like Instagram, TikTok, and YouTube when choosing their next destination. This is why, maintaining a presence on these platforms is vital for your brand, even if you don’t post daily. Just make sure that when you do, you share authentic and captivating content that appeals to remote workers. This could be anything from guest testimonials to behind-the-scenes looks, or even information about local attractions and activities. And active participation is key. Thoughtfully engaging with other profiles will allow travellers to see your hotel in an authentic way and enhance your brand’s presence within the remote work community.
Influencer marketing can also be a powerful tool for attracting remote workers. You can collaborate with relevant influencers or digital nomads who have a strong online presence and a remote work-focused audience. These influencers can promote your hotel's work-friendly features, share their experiences, and generate interest among their followers all while expanding your brand’s reach.
You could also consider initiating social media contests or challenges related to remote work to stimulate user-generated content and boost engagement levels. Through sustained and meaningful interaction with the remote work community on social media, your hotel remains a prominent consideration and is poised to cultivate a devoted following.
4. Encourage User-Generated Content and Reviews
Positive reviews and user-generated content (UGC) can play a vital role in attracting remote workers to book with you. After they’ve left, encourage satisfied guests to share their experiences and reviews on your website, social media channels, and any third-party booking platforms your hotel is listed on. You can even get a bit more creative with your UGC strategy by asking current and past guests to share their experiences using branded hashtags.
Securing positive reviews across these platforms not only showcases your hotel’s dedication to satisfying the needs of remote workers but also influences the decisions of future guests. Amplifying the narratives and testimonials of remote workers who have previously enjoyed stays at your hotel offers compelling social validation and strengthens your credibility, fostering faster conversions.
5. Build Relationships and Earn Loyalty
Remote workers and digital nomads are more likely to come back if they enjoyed their experience the first time. Unlike guests who are on a tour or staying with you for a short work trip, your hotel is, in fact, the destination for these customers. This makes it crucial to stay in touch with these guests and create a lasting relationship long after check-out.
Offer Referral Incentives
To maximise your reach and attract more remote workers, provide a referral incentive to guests who refer their colleagues, family, or friends. This simple gesture can significantly expand your network and generate new bookings from the remote work community.
Establish Feedback Loops
Following a guest’s stay, create feedback loops to gather valuable insights and improve your offerings. Actively seek feedback from your past guests and promptly respond to their suggestions or concerns. By demonstrating your commitment to continuously enhancing the remote work experience, you'll strengthen their trust and encourage repeat visits.
Cultivate Positive Word-of-Mouth
Engaging with remote workers and providing exceptional experiences can result in positive word-of-mouth recommendations. Encourage your satisfied guests to share their experiences with others in their network and online communities. This is an organic way to help increase awareness of your hotel among remote workers and attract new guests.
Collaborate with the Remote Work Ecosystems
Forge partnerships with nearby co-working spaces, remote job boards, and digital nomad communities. By aligning your hotel with these organizations, you'll position yourself as a dedicated supporter of remote work and gain exposure to a wider audience of potential guests. Explore opportunities for cross-promotion, joint events, or special discounts for members of these communities.
By prioritising strong customer relationships, seeking feedback, and integrating yourself within. By aligning your hotel with these organisations, you'll position yourself as a dedicated supporter of remote work and gain exposure to a wider audience of potential guests. Explore opportunities for cross-promotion, joint events, or special discounts for members of these communities.
Ready to bring in remote workers?
Attracting remote workers to your hotel requires a strategic approach that aligns with their particular needs and preferences. A cohesive and compelling digital presence paired with tailored offers will undoubtedly set your hotel apart from the competition.
Early engagement is key. By implementing these digital strategies that target them far before the booking process and by highlighting features and amenities that are especially relevant to remote work, you can establish a strong connection that will lead to fast and repeat conversions.
.svg)
.svg)
