December 13, 2024 by Salmah Rasheed

As we approach the end of 2024 and enter budget planning season, now is the ideal time for hospitality businesses to reflect on their marketing strategies and allocate resources for the coming year. For hotels, resorts, and other hospitality brands, a well-structured full-funnel approach to social media advertising is critical to maintaining a strong presence across the entire consumer journey—from brand awareness to conversion and loyalty.

This article highlights the importance of investing in all stages of the marketing funnel, especially the upper funnel, which is often overlooked in budget allocations. A full-funnel strategy ensures that your business not only captures potential guests but also keeps them engaged and inspired until they book. Allocating the right portion of your budget to each stage is key to driving long-term success, particularly in a competitive, ever-evolving industry.

Why a Full-Funnel Strategy Matters

A full-funnel approach allows you to guide potential customers through the entire purchasing journey, from discovering your brand to booking a stay. While lower-funnel efforts (focused on conversions) often receive the bulk of the budget, upper-funnel activities (such as awareness and engagement) play a crucial role in building brand equity and ensuring long-term growth.

Here’s why maintaining a full-funnel presence is essential:

• Upper Funnel: Building Awareness & Visibility
  Upper-funnel efforts build awareness and visibility, introducing your brand to potential guests who may not yet be ready to book but are actively researching travel options. By consistently investing in this stage, you ensure that your brand remains top of mind for future bookings.
• Middle Funnel: Engaging Guests & Building Trust
  This stage builds trust and relationships with those who have shown interest, keeping your brand relevant as they move closer to making a booking decision. Nurturing these relationships helps maintain your brand’s visibility and relevance throughout the guest journey.
• Lower Funnel: Driving Conversions
  Lower-funnel targeting converts interest into action, driving direct bookings and maximizing revenue. By targeting guests ready to make a purchase decision, you can capture demand and turn it into concrete bookings.

By consistently investing across the entire funnel, you maintain a steady flow of potential guests while nurturing relationships that lead to higher conversions and loyalty.