Top marketing strategies for serviced apartments
From strategies that help serviced apartments boost bookings to great marketing ideas, keep reading to learn how to tailor your efforts for the right target audience.
Identify your target audience
By identifying your audience first, you can customize your messaging and marketing efforts to reach each segment. A serviced apartment appeals to business travelers, remote workers, families and event organizers.
If you want to attract different target groups, position your serviced apartment as the solution to each segment’s pain points. For example, to attract remote workers, you could use “home away from home” in your messaging.
To attract business travelers, highlight the office amenities offered by your serviced apartment, such as a projector, a smart TV that supports presenting, or a perfect meeting area.
How Mews can help
Market segmentation reports help you get to know your guests better by providing insights into key demographics like age, travel purpose, and country of origin. With this data in hand, you can easily pinpoint your top-performing segments and uncover new growth opportunities, allowing you to target your marketing efforts more precisely and effectively.
Create a strong brand identity
Brand identity is a big part of achieving customer loyalty. Think about what you want to be known for, your unique value proposition, and what differentiates you from the competition. Do you offer daily housekeeping, local tours, or have a coworking space? Figure out what’s attractive to your audience and promote your serviced apartment with consistent branding and messaging.
How Mews can help
Mews integrates with leading CRM and email platforms, enabling you to deliver consistent, branded communication throughout the entire guest journey – from automated pre-arrival messages to post-stay follow-ups.
You can also embed your brand across every touchpoint, including online check-in and even guided animated paths within Mews Kiosk. Together, these tools help you create a seamless and memorable guest experience that builds trust, reinforces brand identity and encourages loyalty.
Set up an easy-to-use website
Your best asset is a fast, mobile-friendly and SEO-optimized website. It will boost direct bookings, cutting down on the commissions paid to third-party providers. Plus, it differentiates you from the competition, and you can also use your website as a platform for quality content that aids in conversions.
How Mews can help
With Mews Booking Engine, you can seamlessly integrate a branded, conversion-optimized booking experience directly into your website. It’s fully mobile-responsive and built to increase direct bookings while reducing friction for your guests. Plus, it connects effortlessly with your property management system, so your availability and pricing are always up to date – automatically.
Leverage SEO and SEA
Search engine optimization and ads are a great marketing tactic for serviced apartments. Strong, SEO-optimized content targeting the keywords important to your industry will ensure you have the best spot in search results. With SEA, you can drive traffic to your website by showing your ads to a targeted audience.
How Mews can help
Mews supports marketing attribution by syncing with analytics tools, helping you track where your bookings come from – organic, paid, or referral. With this visibility, you can evaluate campaign performance and optimize spend across your SEO and paid ad efforts. Plus, the Mews Booking Engine ensures a smooth, high-converting destination for your inbound traffic.
Promote via online booking platforms
Online travel agents (OTAs) can boost bookings. Listing your serviced apartments on these platforms can drive more bookings and improve profitability. The key is to find the sweet spot between direct bookings and online booking platforms, which boost your online visibility and reach, piggybacking off the marketing budgets of OTAs.
How Mews can help
Mews makes OTA management simple through its channel manager integrations, helping you list and synchronize your inventory across multiple booking platforms without manual updates. You can maintain rate parity, reduce overbookings and centralize all reservations in one place – giving you time back to focus on high-value marketing efforts.
Build a strong social media presence
A nurtured social media presence is excellent for promotion and creating a buzz around your serviced apartments, both organically and through paid advertising. Platforms like Facebook, Instagram and TikTok can launch you into the spotlight. Bonus tip: cultivate relationships with influencers who can promote your serviced apartments to their followers.
How Mews can help
With integrations to social media management tools and reputation management platforms, Mews helps you collect and showcase positive guest experiences that fuel your content strategy. Automate guest review requests post-stay and link those reviews back into your content for authentic, shareable stories.
Involve your local community
Organizing events for locals and tourists to interact can put your serviced apartments on the map. It’ll give future visitors an idea of what to expect while your guests embrace the local community by connecting with residents and other tourists. It will also help promote your property through word of mouth.
Catering to the needs of your local community aligns with broader hospitality and work trends, as explored by our CEO, Matt Welle, and Rogier Braakman, founder of Mr Green Boutique Co-working. Tune in to their conversation to see how these trends play out in practice.
How Mews can help
Our flexible operations platform allows you to manage not just overnight stays but also day-use spaces, event rentals, or even community pop-ups. You can schedule and manage these events within Mews, making it easy to welcome locals while tracking revenue and engagement.
Cultivate relationships with local businesses
Partnering with the local businesses is a great way to promote your serviced apartments. They support authenticity and can help you reach potential clients looking for a place to host meetings or events. Here are some ideas: a pop-up bakery or a coffee shop in the lobby, a coworking community, or event spaces.
How Mews can help
Mews enables multi-revenue stream management—so you can run more than just accommodation. Easily manage bookings for coworking spaces, local vendor stalls, or café partners. Plus, integrations with POS systems mean all transactions stay connected under one platform.
Thanks to Mews Spaces, you can organize workshops, book clubs, yoga sessions, karaoke and pretty much any event you want, giving you the opportunity to better monetize your spaces and reach new audiences.
Partner with other professionals
Partnering with other professionals – event organizers, tour operators, travel agents and festival promoters – helps you reach more business travelers. They are often less price-sensitive and tend to travel throughout the year, making it easier to secure recurring business for your serviced apartments.
How Mews can help
Mews connects with dozens of partner networks and booking engines through Mews Marketplace, making it easy to collaborate with travel agents, corporate bookers, or tour providers. Automated invoicing and group booking functionality also simplify B2B partnerships, letting you grow recurring business with less manual effort.
Conclusion
We’ve looked at the top marketing strategies for enhancing your serviced apartments, such as identifying your target audience, creating an irresistible brand, promoting your apartments through SEO and SEA and cultivating relationships with the local community. Embrace these strategies to see a positive impact on your profitability and bottom line.
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