Hotel Marketing Strategies and Ideas for Promotion in Russia

Direction	Number of Russian arrivals in 2024	Dynamics by 2023
Turkey	682 139	-11.7%
Thailand	622 813	+10%
UAE	572 231	+16.1%
China	326 989	+32-%
Egypt	300 430	+8.4%
Sri Lanka	91 205	+15.5%
Cuba	68 887	+107%
Maldives	61 753	-5%
Vietnam	59 226	+91.2%
Serbia	38 976	-4.40%

 

Travel trends

Each year, tourists demonstrate an increasing interest in the selection of accommodation options. One popular trend is the so-called smart hotels, which are equipped with modern technology and a range of in-room amenities, such as lighting systems, climate control, and more. 

Another noteworthy trend is the growing demand for wellness hotels. The prevalence of anxiety and stress among urban dwellers is a significant contributing factor. Tourists are increasingly seeking environments that offer solitude, relaxation from urban noise, and information overload. Another advantage of these hotels is their dedication to environmental responsibility, including the use of recycled materials and locally sourced produce. By 2024, 60% of global travelers will opt for sustainable accommodation.

A significant proportion of travelers (58%) will value the opportunity to obtain a good night's sleep. Consequently, a hotel situated in a tranquil location will be an attractive proposition for this particular demographic. Additionally, 49% of travelers prioritize proximity to dining options when selecting accommodations. It is also worth noting that the presence of an in-house menu created by a reputable chef is another advantage of modern hotels. 

The all-inclusive system is also experiencing a resurgence in popularity. In 2024, domestic tourists indicated a preference for such conditions 15-20% more often than in previous years.

In general, there is still a demand for accommodations that can meet the basic needs of tourists, including comfort, safety, good sleep, and delicious food. 

Promoting a foreign hotel in Russia requires a tailored approach. Its target audience is typically quite diverse, and the promotional methods employed are also varied. 

What strategies are foreign hotels employing to attract Russian tourists? 

SEO

Search engine optimization remains an effective tool for attracting organic traffic to your hotel website. While aggregators and booking services typically appear at the top of search results, it is crucial to maintain a positive digital reputation to ensure that algorithms do not negatively impact your website's visibility. To achieve this, you can implement a combination of basic and advanced techniques, including keyword and content optimization, and more in-depth measures such as improving usability and speeding up page loads. Furthermore, hotels should prioritize local SEO and consider the nuances of target queries related to tourism and audience preferences. 

Furthermore, an analysis of Russian tourists' behavior indicates that nearly 50% of hotel bookings are made directly from the brand's website. Please refer to our special material for further information. 

Currently, Yandex is the primary search engine in Russia. However, many individuals continue to utilize Google, particularly from mobile devices where it is pre-installed. It is therefore recommended that the best strategy is to work on Google's organic traffic, as well as using Yandex's paid advertising tools.

 

Russian language Google search results for the ‘hotel in Turkey’ query

 

Paid Search Advertising

Paid advertising is a primary driver of traffic to the hotel's digital properties. It enables businesses to swiftly reach their prospective customers, who are already searching for accommodation. When planning a campaign, it is essential to consider the geographical location of the targeted audience and their preferences. 

Yandex.Direct is the most popular, convenient, and effective platform for running paid advertising in Russia. This is a comprehensive service offering a wide range of options, which we have detailed in this material. When managing a campaign, it is essential to correlate search results with keywords, test different types of media advertising, and, when potential customers appear, set up retargeting so that guests can return and book a room.

 

Media banner of Ostrovok booking service on the main page of Dzen

 

Influencer Marketing

Collaboration with bloggers and celebrities is an increasingly popular method of promotion. This is primarily due to the nature of the interaction between influencers and their audience. As a general rule, bloggers enjoy a high level of trust among their subscribers, who are often receptive to their recommendations.

It is important for hotels to select individuals whose followers closely resemble the demographic that the hotel is targeting. To enhance brand recognition and attract new customers, incorporating reviews with accompanying visual content, such as photos and videos, can be an effective strategy. Additionally, you may wish to consider launching contests or offering subscribers of specific bloggers personal promo codes. This will allow you to identify the source of traffic and evaluate its effectiveness.

What criteria should be used to select the appropriate blogger? The question is dependent on the specific circumstances. A number of factors will influence this decision, including the budget available and the concept of integration itself. Nevertheless, our selections for YouTube, VK, Telegram, and Instagram* illustrate which Russian bloggers are currently leading the pack. 

Let us examine the various promotional opportunities available on the most popular social networks in Russia. 

VK

VKontakte is one of the most popular social networks in Russia, with over 90 million monthly active users. It is a platform where people proactively share their experiences, seek new recommendations, and engage in social interaction. For hotels, it represents an additional avenue for establishing a presence in the typical online environment of Russian residents (VKontakte is the second most utilized social network after YouTube), garnering attention for their hotel, and initiating direct engagement with prospective customers.

 

Lily Beach Resort & Spa | Maldives VK Community

 

Additionally, VKontakte offers a user-friendly and highly effective advertising system that enables the creation of targeted campaigns and their promotion to specific audiences.

The following promotion options are available:

• the creation of an official hotel group that allows for the sharing of news, promotions, and other content with users. 

• the launch of advertising campaigns using VK Advertising, including the promotion of the hotel's VK page or website with different payment strategies, such as pay-per-click. 

• advertising integrations with other communities and users.

A VKontakte community for a hotel can be considered a mini-site, offering the opportunity to provide contact details, address, price, and other services, as well as a convenient feedback system.

YouTube

YouTube is the dominant player in the Russian media market. The vast majority of Russians, across all age groups, dedicate a significant portion of their time to this platform. It can be concluded that users place the greatest value on quality video content, particularly in the tourism sector. 

Video content is an effective tool for showcasing the benefits of any product, including hotel services. Showcase your hotel's best rooms, restaurants, and other features. Capture images of the surrounding area's natural beauty and describe your accommodation's location in the context of the city and its attractions. 

 

Hotels review in Yerevan on Checkintime - Travel, holidays, hot tours channel

 

What format to use?

• long videos and reviews;

• dynamic shorts;

• interactions with travel influencers.

Telegram

Telegram is gaining significant traction in Russia due to its user-friendly interface, rapid communication, and diverse content publishing capabilities. With a user base of over 85 million active accounts in Russia, Telegram is a pivotal platform for promotion.

 

 

How to work with Telegram?

• сreate a channel for your hotel. There you can regularly publish news, special offers, expert and informational content;

• use the channel for live communication with users;

• run advertising in other channels;

• run targeted advertising using Telegram Ads (or through agencies - the cost will be less).

Instagram*

Instagram is an excellent platform for showcasing a hotel's beauty and amenities through photos and videos. Given that this is the platform where people who value aesthetics and comfort more than anything else in their vacations spend their time, it is imperative that businesses take advantage of the platform's opportunities.

 

 

 

 

 

Посмотреть эту публикацию в Instagram

 

 

 

 

 

 

 

 

 

 

 

Публикация от Lena Perminova (@lenaperminova)

Promotional post about Kisawa Sanctuary Hotel on @lenaperminova Instagram* profile 

It is currently not possible to launch advertising campaigns in Russia. However, there are other avenues that can be pursued to achieve results, including the use of reels, activity on related profiles, mutual subscriptions, and advertising integrations.

Odnoklassniki

Odnoklassniki continues to be one of the most popular social networks in Russia among users over the age of 30. The site is most popular among individuals aged 55 and above. This platform is well-suited for attracting a mature audience with a high disposable income, who plan their travels well in advance and prioritize the convenience of hotel infrastructure and surrounding areas.

 

 

The best promotion formats would be:

• the official hotel page, where you can interact with subscribers and quickly convey important information to them;

• paid social, which can be easily launched using VK Advertising;

• contests and giveaways;

• useful content about traveling.

ОТА Optimization (Online Travel Agencies)

The presence of a hotel on popular booking services is a key factor in driving rapid growth in guest numbers. The leading booking services in Russia are Ostrovok, Bronevik, 101Hotels, TVIL, OneTwoTrip, Yandex.Travel, and other services.

It is important to understand that users of these sites primarily choose based on convenience regarding location and accommodation conditions. It is therefore important to optimize profiles by adding high-quality photos of rooms and other areas of the hotel, detailed descriptions, and up-to-date data on the availability of dates. 

 

Carlton Bangkok Sukhumvit hotel page on MTS Travel booking service

 

Customer feedback is of the utmost importance in this process. It is therefore essential to devote attention to the management of feedback, to encourage guests to leave comments on the service page and to respond promptly to comments.

 

Carlton Bangkok Sukhumvit hotel customer reviews on MTS Travel booking service

 

Outdoor Advertising

OOH is a specific direction for hotel advertising. However, its effectiveness hinges on one crucial element: a deep understanding of the target audience, including their geographic location and propensity to engage with the brand's offerings. An illustrative example is the advertising of elite resort complexes in the center of Moscow and in the Moscow City area. In this case, the placement of banners, video ads on screens, and other forms can attract potential customers. This will ensure comprehensive coverage, recognizability, and regular interaction with the audience. Additionally, our material provides insight into the most expansive locations in Moscow. 

TV

Despite competition from the Internet, television remains a powerful mass medium with a wide audience reach, particularly among the age demographic. Advertising on TV will help not only to attract potential customers but also to strengthen the hotel brand in the Russian information space.

Content options:

• launching classic commercials through agencies and TV channels advertising services (you need to calculate in advance which TV channels are of interest to your target audience);

• sponsorship and personal participation in TV programs watched by your TA;

• filming informational stories about your hotel, its history, events, and special offers for TV news programs.

Fast Insights

To successfully promote hotels in Russia, it is essential to adopt a comprehensive approach and utilize a range of marketing tools. Adapting strategies to align with current trends and travelers' preferences is crucial for maintaining competitiveness and attracting new customers. To undertake an advertising campaign in an effective manner, it is of utmost importance to conduct thorough market research or to identify suitable partners. For instance,  RMAA agency has considerable expertise in promoting tourist facilities and hotels. We are pleased to share our experience and assist your hotel in reaching its target audience in Russia. To contact our manager, please complete the contact form.

 

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*Meta's activities are banned on the territory of the Russian Federation.