Novel Marketing Techniques for a Transforming Industry

Christina Santarelli-Foster, vice president of marketing at First Hospitality, is entrusted with crafting tailored marketing solutions for the First Hospitality brand and its collection of over 70+ hotel portfolio. With 15 years of experience in lifestyle branding, experiential and digital marketing, and national partnerships, she plays an influential role in the hospitality and food and beverage industries, leading the wave of the next generation of leaders. 

In an interview with Travel and Hospitality Tech Outlook magazine, Christina shares her insights on keeping pace with the transformations in the industry and the need to diversify marketing strategies. 

What are your roles and responsibilities at First Hospitality as the senior vice president of marketing?

My role at First Hospitality is twofold, focusing on B2B and B2C advanced marketing techniques. First Hospitality is the obvious choice for hotel management, investment, and employment opportunities that has been recognized by national publications for its culture, excellence in hospitality and innovation. Regarding B2B marketing, we have a robust portfolio of more than 70 properties ranging from full service, lifestyle and independent to premium select properties. We also conceptualize and manage premier quality restaurants and bars that welcome locals and guests alike. In B2B marketing, we focus on marketing the First Hospitality services to a range of different audiences within the industry. In B2C marketing, we focus on other forms of marketing that reach locals, tourists, corporate travels and returning guests by leveraging a range of different digital channels and social media marketing efforts. 

What are the recent trends in the industry, and what are First hospitality’s marketing strategies?

There are a handful of trends that we need to follow to stay competitive. Experiential storytelling is vital for any brand to remain relevant. The story we tell through our digital channels must be consistent with the experience that the guests receive. We should be consistent with our services as well. The quality of service must be maintained equally in every property you manage. 

Another vital aspect of marketing is customization. Brands must be able to identify the needs of every guest and customize their services accordingly, which is possible through technology. So, consistency and customization play critical roles in marketing.

What are the significant challenges faced by companies in the industry today, and what measures does First Hospitality take to meet those challenges? 

Focusing on customer data is crucial to understanding their needs. Understanding the data helps identify your guests as well as potential customers so that you can deploy targeted advertising techniques. We need to hone in on customer behavior to know where they like to stay, dine, and so on. 

Another aspect that needs more attention is diversified advertising methods through digital channels. We need to use social media, geo-fencing, and retargeting advertisements to drive existing and potential customers to different channels through which we advertise. While deploying these marketing techniques, we should also keep our past, present, and future customers in mind. 

Where do you think the hospitality industry is heading with the constant transformations and disruptions happening, and what does its future look like to you?

Guests are getting smarter, and they want the experience to be seamless. Automation is the key to making the customer experience as immaculate as possible. Embracing AI and using it to our benefit without being very resistant can take us a long way. 

In today’s landscape, we are observing is that people desire and want in-person interactions more than online interactions. They want to go out for dinner, have a glass of wine, meet people, and rebuild their relationships. We're in the hospitality industry, and the need to engage in-person with our guests, partners, and locals is more important than ever. 

What is a piece of advice you would like to give to all the professionals in the industry?

Marketing in the hospitality industry is changing rapidly, and so is customer behavior. We need to think more creatively and develop better marketing ideas that convey a brands essence to the world, explaining what guests can expect to experience when staying at a property. We should share our stories with our customers, showcasing the factors differentiating us from others. We can utilize the data to identify customer behavioral patterns and understand our strengths to build a solid customer base.