??? Hotelier's Hub - 23rd April 2024
Dawn Gribble
?? Hospitality Marketing Expert | MIH | MCIM | Founder HospitalityMarketingHub.com ?????
Discover how to tap into the latest hotel and travel marketing innovations, from Choice Hotel's TikTok Campaign, to TripAdvisor's war on Fake Reviews.
I’m Dawn Gribble, your host. I'm an independent hospitality marketing strategist with over 20 years of international experience. Every week, I scan over 10,000 headlines, social posts, forum threads, industry reports, academic studies, and newsletters for actionable insights to boost your brand's impact.
? Let’s Check In!
?? Choice Hotels Leverages TikTok for Millennials and Gen Z
Choice Hotels International launched its first-ever TikTok marketing campaign in partnership with influencer Jimmy Darts. The campaign targets millennials as the primary audience and Gen Z as a secondary focus, aiming to expand brand awareness for the Comfort and Cambria brands. Darts, known for his feel-good content on social media, gave away two sponsored holidays through Choice to a family in Orlando, Florida, and a waitress in Austin, Texas. The campaign is part of Choice's larger multichannel campaign, "A Stay for Any You," and aims to highlight the midscale Comfort and upscale Cambria Hotels brands. (MD)
?? By targeting millennials and Gen Z on a platform they frequent, Choice Hotels can significantly increase brand awareness among these demographics. These age groups represent the future of travel, so attracting them early is crucial.?
?? Airbnb Entrepreneurship Academy Grows Welcomes 30+ Partners in 2024nbsp;
In 2017, the Airbnb Entrepreneurship Academy was established to provide hosting opportunities to individuals from diverse and underrepresented communities. In 2024, the Academy will partner with more than 30 organisations to expand its reach and provide more communities with access to the economic benefits of hosting. In the US alone, hosts earned over $24 billion in 2023. To promote tourism and support communities globally, the Academy offers tailored education programs in collaboration with local organisations to train participants to become successful entrepreneurs through hosting on Airbnb. (HN)
?? The educational programs offered by the Airbnb Entrepreneurship Academy cover various aspects of hosting on Airbnb and entrepreneurship. These programs are tailored to the needs of participants and may include topics such as creating compelling and attractive listings, writing engaging descriptions, selecting appealing photos, and setting competitive pricing. Ensure a positive guest experience, including communication, cleanliness, and amenities. Strategies for marketing and promoting Airbnb listings to attract guests, increase bookings, and maximise occupancy rates, as well as guidance on dealing with guest enquiries, handling issues or complaints, and resolving conflicts effectively to maintain guest satisfaction.
??? Google Enhances Maps and Search for Eco-Friendly Travel
Google has added new features to its Maps and Search apps to promote sustainable travel. If travel times are similar, public transit and walking directions will be shown alongside driving directions. Long-distance bus and train schedules, ticket prices, and booking links can now be viewed on the Search results page. Google will suggest train routes when searching for flights, and Google Flights now offers estimated emissions for most flights, with the option to filter by lower-emitting options. (BT)
?? Help your customers find your venue by providing video walking tours from local stations and bus stops to your establishment. Use dashcam videos to show drivers where they need to go and where they can park.
?? Accors For ALL The Travellers In You Campaignnbsp;
Accor has collaborated with Beautiful Destinations to launch an innovative "For ALL The Travellers In You" campaign. The campaign showcases Accor's diverse brands and immersive destinations through compelling storytelling and dynamic content. While initially focused on Asia, the Pacific, the Middle East, and Africa, the project plans to expand globally to resonate with audiences worldwide. This initiative aims to transform how the hospitality industry connects with consumers by showcasing the essence of ALL - Accor Live Limitless and the valuable contributions of its employees.? (IE)
?? What can hotels learn from Accor's approach?
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?? TripAdvisor Battles Fake Reviews
Tripadvisor blocked a record-breaking 2 million fake reviews in 2023. The increase in fake reviews is due to the rise in online reviews in general. Tripadvisor prevented 4 out of 5 of these fake reviews from ever appearing on their site. Their previous report found that about 4% of their 30 million reviews in 2022 were fake (1.2M). The news of the record-breaking number of blocked fake reviews was shared in a blog post by Tripadvisor's Vice President of Trust and Safety, Becky Foley. (HNR)
?? A fake review misrepresents a guest's genuine experience at a hotel.? Common types of fake reviews include?
Most major review sites, like TripAdvisor and Google My Business, explicitly prohibit offering incentives for reviews. Penalties for violating these rules can include removing reviews, suspending business listings, or even being banned from the platform entirely.
Here are some ethical ways hotels can encourage guest reviews:
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Here's to Your Success ???