As I’m sheltering in place, my social media pages remind me of exotic destinations and exciting travel adventures. I slip into a reminiscent state of the days where we could easily pack our bags and jet-set.
Think those days may never return? Think again before you shove that suitcase into the attic. While immediate vacations were canceled or postponed, recent surveys are showing that Americans are still optimistic that travel will be back in the not-so-distant future. Despite caution prevailing, a survey from LuggageHero reports that “more than 75 percent of Americans say they will keep traveling in 2020”, as long as their hometowns or travel destinations were not under restrictions. This sentiment-based data alone is strong enough to keep hotel and casino marketing teams on their toes. Clearly there is a need to put key marketing and media strategy pieces in place for the pending reopening.
Not unlike traditional resorts across the world, full-service casino hotels are taking stock of their many assets to draw their ideal customers into the door. Guests can play poker, then enjoy the spa; have a world-renowned dining experience, after a day at the pool; secure space to host a meeting or convention, then celebrate at a team happy hour; or play slots to win a free buffet or even a car.
The array of offering means a full-service property has the luxury of a multiple segments of people to attract. At the same time, a responsibility exists to speak to each audience segment individually through the media strategy. With that in mind, here are a few audience profiles that we would pay extra attention to as your property revises its media strategy in anticipation of getting back to the new “normal”.
The Gamer
This demographic is mostly interested in gaming-related content. They are curious about your new slot machines, how many poker tables you have, loyalty rewards points and perks, and are visiting your facility primarily to gamble. They enjoy receiving perks to feel like a high-roller, and are a key segment to attract for return visits, as they arrive planning to spend money.
The Entertainment Seeker
Another audience type is the entertainment-seeker. They are looking to have fun, whether that means playing slots with friends or moving beyond the gaming floor to check out your shows, restaurants, and nightclubs. They tend to gamble for enjoyment, rather than spending hours trying to win big. Keep in mind that this could be a leisure traveler or a local for a night out!
As this audience tends to steer toward millennials, studies in the casino industry have shown the media planning team at Morgan & Co. that millennials are spending less on gaming and more on the food and beverage experience during their casino hotel stay. Properties can attract more millennials by transforming the experience to be more social. Guests tend to not only play blackjack or video poker, but appreciate shooting pool, watch sports, listen to a great DJ, etc. Learn more about how to attract a younger generation of gamblers here.
The Vacationers
Fans of the one-stop-shop, they are interested in using all of your amenities, such as restaurants, bars, and entertainment – in addition to the casino. They also love booking package deals, so time to review your packages and promotions, including local attraction partnerships, to ensure you are remaining competitive.
The Business Traveler
These travelers are looking for information on convention and meeting space, along with your nightlife and dining. Meetings and conventions will likely look differently moving forward, so tout smaller space, telecommunication amenities, and on-site entertainment and catering. Don’t forget, it is beneficial for both the meeting planner and the property itself to keep the attendees in your hotel while on their trip. So be creative with the offerings and promotions.
The Locals
Please do not overlook your local and regional neighbors! Ranging from high-rollers to penny slots players, these visitors come both for fun and with the real intention of winning a life-changing sum of money. They are dedicated loyalty-rewards users and frequent patrons. More than likely they will be your first customers back upon reopening. Consider how to show your appreciation for their patronage once they return.
Now that you know who you’re talking to, what will draw each of the above audience segments into your property after months of being grounded? Your guests likely selected your casino hotel due to its ability to meet their travel needs. Time to shout from the rooftops what makes your property unique through a smart media strategy that connects with both locals and travelers. This can range from a discounted room rate to boost bookings, a complimentary dining experience to attract both locals and tourists, or a casino bonus that allows them free playing on the casino floor.
Understanding audience segments is vital for a successful media strategy when working with a casino’s wide array of offerings. That’s where Morgan & Co. excels. Our approach to audience analysis and media strategy has proven successful through the analytics of campaign performance. We’re here to help balance your media strategy to make sure your property connects with each segment of your audience, and delivers on your goals.
