Text messages or short messaging service (SMS) messages are the messages that people send from their mobile phones. SMS marketing is quick, saves time and is easy to track and can customize messages for a particular customer. You can easily send last-minute confirmation, the recent availability of the room, changes in the prices, last minute offers which provide customers with a feeling of sense and belongingness with your company as it allows them to obtain the necessary information within time.
SMS marketing has the highest number of conversion rates and has become a popular e-marketing channel for companies around the globe. The personal nature of SMS marketing makes it a powerful tool to brand your product.
So, here are some pros of SMS marketing in the Hotel Industry-
SMS marketing provides an effective communication channel between the customer and the company. A company can easily communicate the latest offers, availability of the rooms, prices charged, and provide information about the last-minute confirmation. This helps the company by delivering the right message to the right group of people. Thus, it helps in lead generation and improves communication with your clients and potential clients.
High conversion rates-
SMS marketing provides high conversion rates as timely communication with the customers keeps them engaged with the brand in the long term. Through text messages, the company can easily optimize its performance as within the first four minutes 97 percent of text messages are read and there are chances that customers will click on a link in an SMS, compared to 5 per cent for an email or any other advertising medium.
The hotel industry can easily adopt these marketing tools to enhance their reach and to target potential customers.
SMS marketing is a highly cost-effective way to enhance the customer base in the hotel industry. Per customer, SMS cost is negligible as a company has to pay only the messages that are sent. So, SMS marketing is one of the most effective tools as it offers the highest return on investment. It is possible for you to adjust your campaign as per the requirements and can be modified easily in real-time to enhance the effectiveness.
Text Messages are delivered in Real-Time–
You need to keep your content fresh and relevant for the customers so that they can respond to it quickly. Companies can send information related to arrival timings, availability of the rooms, prices to be charged, messages related to the confirmation of the booking can be sent in real-time to the customers. The company can easily ensure feedback from the customer so that company can attract new customers and retain the existing ones.
The Cons of using SMS marketing in the hotel industry-
SMS marketing provides limited space for advertising as companies can’t send long messages in SMS and it should be short enough to get the best possible response. If the company wants to send long messages that should prefer email over SMS. So, through SMS we can’t send them long texts because of limited space so this can be seen as one of the limitations of SMS marketing.
You need to grow your list-
You need to grow your lists of mobile subscribers because sometimes customers frequently change the mobile numbers so it becomes difficult for the company to keep a track on the customers. So, bulk SMS marketing can only help if you have a long list of subscribers. You can easily grow your list by efficiently using strategies such as “Provide reference of your friend and win a cashback” such offers will help you to attract the potential customers and will add the subscriber’s list.
Difficulty in engaging people-
It’s difficult to engage customers with limited space which SMS marketing provides to the customers. Further, customers can easily opt-out as per the convenience and sometimes it becomes difficult to engage people with such short messages. You can’t use the content repeatedly as it will help in retaining the customer in the long run.
Hotel industry so far has been able to efficiently use the SMS marketing and will continue to grow in the near future as well. Thus, as marketers, you should come up with strategies which will help in combating the shortcomings of SMS marketing. SMS marketing is an effective tool that can help the business to grow in a limited period keeping the cost constraint.