BCV Bookmarked: April 2023
From the Blog: Must-Have Elements of a Luxury Hotel Social Media Ad
These days when someone searches for a resort or high-end travel destination, they are inundated with hotel social media ads. So what elements make some ads stand out? There are definite constants in crafting great ads to deliver ROI for luxury properties.
It starts with the eyes.
Striking images are the backbone of a great social ad. The exact mix of visuals varies based on the platform, but we recommend a healthy rotation of lifestyle and still imagery. Taking the production up a notch, these visuals are best leveraged as video or dynamic creative. Use most of your creativity to highlight the product or service with a little wow factor. For hospitality, think of different suites, amenities, or on-site dining. Demos also raise awareness and get consistent engagement. From a design standpoint, frame your creative for mobile viewers first. Then start work backward from a mobile view to a format that also works for desktops.
It moves to the head.
Headlines are the most powerful way to move a viewer to a click. If the job of the visual is to showcase a stunning focal point and stand out in the newsfeed, the headline needs to keep you from swiping. The best headlines work seamlessly with the layout. They are simple enough for users to understand at-a-glance before deciding to click the call-to-action button on the ad–and engaging enough to make them want more.
Think of it as a game of connecting the dots. Is the headline paying off a visual and an offer for a seasonal or holiday promotion? Does the property offer a special service for certain demographics, such as couples or families, during a specific time or at a discounted rate? Is there special pricing for a limited time? These details qualify the viewer you’re hoping to reach. Follow up with some supporting copy, and you’re on the path to conversions.
Read the full article here.
Hotel Success Story: How Putting the Destination First Drove a 13:1 Return on Ad Spend
Overview
In 2022, Sedona began to see tourism take a dip following the pandemic boom. With this in mind, Orchards Inn needed a campaign that could reinvigorate interest in the destination, particularly during its shoulder season. Thus, the Seizing Sedona campaign was designed to appeal to the summer adventurer in all of us.
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What You’ll Learn:
Download the full case study here.
Insights: 2023 Business Travel Forecast
The business travel industry is expected to rebound in 2023, inching closer to the once $1.4T industry size. There are a number of trends and insights that luxury hotels should be aware of when planning for the future of business travel. These include capitalizing on two intertwined and profit-enhancing opportunities: remote working and bleisure trips. Be ready for these new hybrid travelers, and you’ll enjoy increased bookings while ensuring your luxury property remains competitive in the post-pandemic world.
Read more here.