In today’s competitive hospitality industry, hotels must adopt innovative marketing strategies to effectively reach potential guests. Digital Out-Of-Home (DOOH) advertising, which refers exclusively to digital advertising displays located outdoors in public spaces, offers a dynamic and impactful solution. This article provides an overview of DOOH, its relevance to hotels, supported by data, and best practices for effective implementation.
Understanding DOOH Advertising
Digital Out-Of-Home (DOOH) advertising consists of digital screens placed in outdoor locations such as city streets, transit stops, airports, and highways. Unlike traditional static billboards, DOOH allows for the display of dynamic, real-time content that can be updated remotely and frequently. Importantly, DOOH is strictly used for outdoor advertising purposes, targeting consumers while they are outside their homes and on the move.
The Importance of DOOH Advertising for Hotels
Hotels benefit from DOOH advertising because it reaches a broad audience in high-traffic outdoor locations. This is especially valuable for hotels located near airports, train stations, tourist attractions, and busy urban centres. According to Nielsen research, DOOH campaigns have a recall rate of up to 60%, significantly higher than many traditional advertising formats. This increased visibility can translate into higher brand awareness and direct bookings.
A case study by JCDecaux showed that hotels advertising on digital billboards near airports experienced an average booking increase of 15% during campaign periods, underscoring the effectiveness of targeted DOOH campaigns.
Effective DOOH Strategies for Hotels
1. Strategic Location Selection
Hotels should prioritize outdoor digital screens placed in proximity to travel hubs such as airports, bus terminals, and tourist areas. These locations ensure exposure to travellers actively seeking accommodation.
2. Real-Time and Relevant Content
One key advantage of DOOH is the ability to update advertising content in real time. Hotels can leverage this by promoting current offers, seasonal packages, or local events that may appeal to passersby.
3. Integration with Digital Campaigns
Combining DOOH with mobile or online campaigns improves customer engagement. For example, displaying QR codes on DOOH screens can direct potential guests to booking websites or special promotions, creating a seamless customer journey.
Challenges and Considerations
Implementing DOOH advertising involves upfront costs related to technology and placement fees. Additionally, managing dynamic content requires coordinated planning and resources. However, these challenges are offset by the increased engagement and flexibility DOOH offers compared to static advertising.
Conclusion
Digital Out-Of-Home advertising represents a vital outdoor marketing channel for hotels aiming to increase brand visibility and attract more guests. Supported by credible data and successful case studies, DOOH’s dynamic nature and strategic placement make it an effective tool in today’s hospitality marketing landscape. Hotels investing in well-planned DOOH campaigns can expect to improve their market presence and drive higher occupancy rates.
