??? Hotelier's Hub 7th May 2024

Discover how to tap into the latest hospitality marketing innovations, from TikTok Travel Search to Trivago’s Marketing Setback, Pillow Forts for Adults and more!

? Let’s Check In!

?? Impact of Social Media on Transforming Travel Search Landscape

• Methods for finding the perfect hotel have evolved. While traditional methods such as consulting travel agencies and searching on Google are still popular, a recent report suggests a shift towards social media platforms. This is particularly true for Gen Z consumers (aged 18-24), who turn to visually oriented platforms like Instagram and TikTok for their travel searches. These platforms offer a more immersive experience, showcasing a hotel's amenities and surroundings through eye-catching photos and videos. (HN )

• ?? This means you should take an SEO approach to your social media posts. Ensure your posts contain keywords that people might search for, include Alt Tags, and provide detailed information about your offers. Use this tactic for your Instagram grid posts.?
• Use Reels and Stories to raise brand awareness and direct people to your profile, where they can find more information.

? Trivago Diverts Marketing Investments from Latin America After Brand Campaign Setback

• Trivago has decided to decrease its marketing investments in Latin America. Instead, the company aims to focus more on its presence in Developed Europe, North America, and the Rest of the World segments. This decision was made after Trivago's first TV ad incorporating AI technology did not perform well in Latin America.?
• Trivago's CEO, Johannes Thomas, stated that while the company is still well-known in Latin America, they have decided to shift their brand budgets to markets with higher brand marketing potential. However, Trivago has clarified that they have not entirely exited the Latin America markets and will continue to run tests and adjust their efforts accordingly. (SK )

• ?? If a marketing campaign doesn't go as planned, keep calm! The key is to approach the situation methodically so that you can understand and address any issues that may have arisen. Firstly, analyse the campaign data carefully to pinpoint where things went wrong - poor targeting, unappealing messaging, or an unsuitable channel. It's also a good idea to conduct market research and gather feedback from your intended audience. Once you've done this, review your goals and ensure they align with your marketing strategy. ?
• Lastly, create a revised plan that focuses on refining your messaging, targeting the right audience, and selecting the most effective channels to communicate your message. Remember, continuous testing and adjustments are vital to achieving long-term marketing success.

?? Airbnb Unveils Icons Category for Unique Homes and Experiences

• Airbnb has recently launched a new category of experiences and stays called Icons, featuring celebrity-driven activities and accommodations. These experiences, available through the Airbnb app, include hanging out with Kevin Hart in his "secret speakeasy" and spending a night in Prince's Purple Rain House.?
• Other experiences include staying at the Ferrari Museum and attending the opening ceremonies of the 2024 Paris Olympics from the Musée d'Orsay's terrace. There are also opportunities to enjoy performances from Grammy award winner Doja Cat and go on a week-long tour with Reggaeton star Reid. (SK )

• ??Consider smaller-scale collaborations with local influencers or celebrities who align with your hotel's brand to create authentic experiences. If that isn't an option, hotel marketers should focus on differentiating their establishment from others. Focus messaging on consistent service, amenities, and location.?
• Offering personalised experiences through concierge services and partnerships with local businesses and guides can significantly enhance the guest's stay.

?? World of Hyatt and Peloton Collaborate to Reward Wellbeing-oriented Members

• Hyatt's partnership with Peloton makes it the first global hospitality loyalty program to reward members for using Peloton equipment at Hyatt properties. The collaboration will offer members opportunities to earn World of Hyatt points towards future bookings, upgrades, and experiences by investing in their well-being while travelling.?
• This partnership will outfit over 800 Hyatt properties with Peloton equipment and provide access to Peloton classes on guestroom TVs at nearly 400 properties. Travellers can expect a focus on health and wellness amenities through this collaboration. (IE )

• ?? The Hyatt-Peloton partnership has a strong foundation, capitalising on the wellness trend and enhancing its loyalty program. There's an opportunity for expansion with further wellness partnerships and personalised travel packages. The initiative's success will depend on staying on top of evolving fitness trends and potential competition from other hotel brands offering similar amenities. If the high cost prohibits your venue from providing a similar package, focus on other wellness aspects like mental health, spa treatments, or nature-based experiences.

??? Pillow Fort Hotel Retreats: An Escape to Remember

• Emma is launching a new sleep retreat for adults, the Pillow Fort Hotel. This innovative hotel features a bed made from hundreds of pillows, to offer unparalleled comfort. Aimed at evoking childhood memories, the hotel provides amenities like warm milk, lullabies, bedtime stories, and cuddly toys to promote peaceful sleep.
• This initiative taps into trends like luxury nostalgia retreats, sleep science innovations, and experiential hospitality concepts, offering the hospitality industry and sleep technology companies new avenues for collaboration. (TH )

• ?? In 2024, the focus will be on personalised sleep experiences and dedicated sleep retreats that cater to individual needs. Hotels can get ahead of the competition by partnering with sleep-focused brands and integrating wellness programs. Upgraded amenities featuring premium sleep products and specialised sleep rooms with customisable environments will be vital to providing guests with a truly restful experience.

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