InnFluence #24: When Value Outshine Discounted Rates ??

Not a Matter of Price | Sun-kissed Girls | Targeting Fiasco

Hi there,

How's it going? I just got back from a fantastic week touring Europe with my Italian-Thai family, packed with unforgettable moments and snapshots to cherish forever.

Recharged and ready to go, here we are with another edition of InnFluence, slicing through the latest hotel ads that either dazzle or fizzle.

Talking about "perceived value": Anyone can slash prices to boost bookings, but who manages to be the chosen one without touching the rates? Today, we've got a stellar example.

And on the topic of "latent demand": Everyone wants potential travelers looking for a place to stay, but who knows how to spark demand where there seems to be none? Just a "why" might do the trick.

Lastly, regarding "context": Meta is an amazing platform, but it demands to be understood and wielded precisely to our advantage. Scroll down to today’s third ad and you’ll see exactly what I mean.

Ready? Let’s dive in!

GOOD HOTEL AD #1: Not a Matter of Price.

Why Does it Shine?

Eye-catching Visuals: The lead image of a man joyfully embracing a pink flamingo float is not only visually striking with its vibrant colors, but it also embodies a sense of fun and relaxation. This aligns perfectly with the ad's message of embracing the quirky and enjoyable aspects of vacationing.

Message of Individuality: The ad champions the concept of personalized travel experiences. It encourages travelers to break free from stereotypical vacation activities and embrace unique, spontaneous moments that feel true to them.

Tone and Approach: The tone of the ad is informal and inviting, mirroring the fun and relaxed atmosphere of the hotel. The rhyming in the text adds a playful touch that enhances the overall engaging feel of the message.

Subtle Benefits Highlighted: While the ad does not delve deeply into specifics, it mentions key amenities like the postcard station, specialty cocktails, and poolside games which subtly suggest a thoughtfully curated guest experience aimed at creating memorable moments.

Not a Matter of Price: The ad's focus on "travel like you mean it" transcends typical promotional offers by prioritizing personal expression and enjoyment over cost, making the experience the main selling point rather than price or discounts.

Visual Storytelling: The choice of images in the carousel not only shows the amenities but also tells a story of the experience one can expect. This sequential visual storytelling can guide potential guests through a narrative that builds anticipation and excitement about the stay.

GOOD HOTEL AD #2: Sun-kissed Girls.

Why It Captures Attention?

Vibrant Imagery: The initial frame of the video effectively captures the essence of a fun, relaxed gathering among (girl) friends, which instantly communicates the intended vibe of the resort.

Targeted Incentives: The offer of a complimentary bottle and poolside drinks is a strong incentive that ties directly into the leisurely, indulgent theme of the getaway. This kind of targeted perk not only appeals due to its value but also enhances the perceived luxury and personal touch of the hotel's service.

Casual and Inviting Tone: The use of phrases like "Sun-kissed girls' soirée" adds a playful and exclusive feel to the message, inviting the target demographic to envision themselves as part of a special and chic event. This language choice perfectly aligns with the social, fun-loving nature of the intended audience.

Social Media Optimized: The design and format of the ad appear optimized for social media engagement, using vibrant colors and dynamic scenes that are likely to perform well in terms of likes and shares.

Clear and Compelling Copy: The ad copy does an excellent job of blending excitement with clarity. It makes it easy for the viewer to understand what the offer is and how to take advantage of it, which is crucial in converting interest into action.

BAD HOTEL AD #3: Targeting Fiasco.

Where Does It Falter?

Targeting Fiasco: Aiming to snag travelers planning 14-29 day stays in NYC through Meta is like shooting stars with a slingshot: nearly impossible. Without the ability to precisely identify such specific visitor intentions on the platform, this ad will spray and pray, jacking up advertising costs with little to no return. It’s like trying to catch a specific fish in the ocean with your bare hands.

Generic Offers Galore: "Luxury amenities" could mean anything from plush pillows to gold-plated toilets, but who knows? Every hotel boasts about same-day laundry service, and a "modern business center" is just a fancy way of saying there's a printer next to the lobby. Even if they miraculously hit the target audience, the bait is bland, hardly tempting enough to bite.

Image Irrelevance: Slapping a gym pic on an ad for a hotel stay is a stretch. Sure, the hotel has a gym, but that doesn't mean it's the selling point for someone looking for a home away from home. If gym details are vital, then why not flaunt the 24/7 access, the latest machines, or the zen yoga corner? Instead, this vague visual misses the mark, failing to flex any muscle that might matter to the fitness-focused traveler.

Lack of Clear Benefits: While the ad attempts to cater to extended-stay guests, it fails to emphasize tailored benefits that meet the unique needs of such visitors. Features like kitchenette facilities would be more appealing to someone looking to stay for several weeks.

Wrapping Up Episode 24.

That’s a wrap on today's tour of hotel advertising.

Stay sharp, stay creative, and keep looking beyond the conventional. See you in the next episode of InnFluence, where we decode more ads and uncover the secrets to standout marketing.

Ale