Our view is that brands who create real connections built on their audience’s common values will see huge benefits and become far more resilient in the long-term – which is why we put together this introduction to community marketing for hospitality brands.

While communities have existed for as long as human beings have, brand communities are a relatively new concept. It’s important to note here that brand awareness does not equal brand community – just because you have thousands of followers on social media or a huge email list, for example, doesn’t mean that these people are automatically part of an engaged brand community.

Community marketing efforts require brands to start conversations and establish opportunities for meaningful connections – like groups or events – between their audience members. While many hospitality brands do this successfully on site, it’s important to also integrate this community-centred approach into your marketing. 

Although some of the techniques may be the same, community marketing differs from traditional marketing because it places relationship building – rather than selling – at its core. It’s a long-term process that requires trust and time, but it gives you an opportunity to connect with your target audience on a much deeper level. 

When done right, community marketing is a win-win for both your business and your audience. It serves both organisational goals – for example, boosting brand awareness, growing your audience and ultimately increasing revenue – while also enriching the user experience for those who engage with your brand through your marketing channels.