Taj Hotels is one of the most popular hotel chains in India. It is especially known for its hospitality and customer service. In this article, we are going to look at Taj Hotels’ digital marketing strategy and see how they use digital platforms to attract their target audience.

Company Overview: Taj Hotels           

Taj Hotels is one of the brands of IHCL (India hotels company limited) owned by Tata Group. Check out the image below to look at all the brands of IHCL.

Each brand caters to a different type of audiences. For instance, Taj hotels only cater to people looking for a luxurious stay and Ginger only caters to people looking for affordable hotels.

But for the sake of simplicity, we are only going to look at Taj Hotels’ digital marketing strategy.

Taj Hotels’ Buyers’ Journey

Taj’s Hotels’ Buyers’ Journey can be divided into 3 parts:

Cold audience: consist of people looking for a luxury hotel or restaurant but are not aware of Taj Hotels.

Warm Audience: A part of a cold audience becomes a warm audience when they get to know about Taj Hotels. These are the people who are considering the Taj Hotel but are still not sure about it.

Hot Audience: A part of a warm audience becomes a hot audience when they decide to go for Taj Hotels. However, these people might still be looking for the best prices before booking.

Using Google search ads

For a cold audience

Taj Hotels is using non-branded keywords to target a cold audience as shown in the image below.

This ad is targeting people searching for “Kanha National Park”. There are many options available in this ad. For instance, customers can learn about Kanha, view their offers, book tented suits, get directions or can even call Taj hotels directly from the ad.

Also, the ad takes the customers to a landing page when they click on it. This landing page has an enquiry form for the customers. When the customers fill this form a lead gets generated for Taj hotels.

For a warm audience

Taj Hotels is targeting branded keywords (the keywords which include the word “taj”) to target a warm audience as shown in the image below.

This ad also gives a lot of options to the customers. They can look at 60+ hotels at 40+ locations and book a room online; they can have a look at the holiday packages offered by Taj Hotels or, they can reserve a table at their luxurious restaurants. Moreover, if these customers are business owners they can also book a hall for meetings and events.

Also, the blue link in the ad takes you to their home page where you can find all of their popular locations and holiday packages.

For a hot audience

Taj Hotels is targeting branded keywords and location-related keywords to target a hot audience looking for a specific hotel. For instance, check out the ad below for their hotel named Umaid Bhawan Palace.

This ad takes users to a landing page which lists all the rooms and restaurants available at Umaid Bhawan Palace. Visitors can directly book a room or reserve a table from this page.

Using Display ads for retargeting

Taj Hotels is aggressively using display ads on many websites to retarget lost visitors. For instance, after looking at Kanha National Park Safari on Taj Hotels’ website, we saw the following ad on one of their target blogs.

As discussed in the previous section, the ad targeting the keyword “Kanha national park” is for a cold audience. Such an audience is very difficult to convert. Taj Hotels have to take a lot of follow-ups to convert them into customers.

Remarketing ads like this is doing this task and helps in bringing back lost users. Also, since these customers have already visited Taj’s website and know about them, they are no longer a part of a cold audience. So, this is how they nurture a cold audience to make them warmer.

The ad takes the users back to Taj Hotels’ landing page, as shown in the image below, where they can complete the booking process.

Using Video Ads for a cold audience

Taj Hotels is using video ads on YouTube to attract a cold audience planning a holiday trip. For instance, the video ad attached below is targeted towards people planning a trip to Jai Mahal Palace

The video takes customers to a landing page where they can book a room in the palace.

Using Facebook ads to drive more traffic

Taj Hotels is using Facebook ads to attract an audience which is interested in booking a hotel and are travelling in a specific location. For instance, check out this ad for Taj Hotels in Goa.

 

People planning trip to Goa will see this ad and after clicking on it, they will be redirected to a landing page. On this page, they can view all the Taj Hotels available in Goa along with offers and promotions.

Using social media platforms for brand awareness

Every brand has to create some brand awareness which helps in making it recognizable for its target audience.

Taj Hotels is one of the most recognizable hotel brands in India which shows that they have done a phenomenal job in creating brand awareness. Their excellent service is one of the reasons behind this feat.

Apart from their service they have also attracted their target audience through social media where they create a Royal experience for their audience. Check out some these posts below:

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Also, because of posts like these, they have a huge number of followers on social media which further helps in creating brand awareness.

 

Using conversion optimization tools to get more bookings

Facebook ads and Google ads are great for driving traffic to the website. However, if this traffic bounces without converting, it will be a huge loss of resources. So, Taj Hotels is using conversion optimization (a.k.a Conversion Rate Optimization, CRO) to get more conversions by continuously improving the website experience (a.k.a user experience, UX) for visitors.

To get better conversion rates, Taj Hotels is using conversion optimization tools such as:

  • Hotjar (a heatmap, survey, feedback and funnel application.)
  • Crazy eggs (provides visualization of visits to your website)
  • Convert (Increase conversion and engagement of website visitors by personalizing content based on behaviour)

Source: Builtwith

The website is also available in multiple languages to give a personalized experience for non-English speakers.

Conclusion

So, this is how Taj Hotels use Google Ads and Facebook Ads to attract their target audience. We hope that you learn a lot about Taj Hotels’ Digital Marketing strategy from this post.

If you like it, please check out more related posts below.

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