👋 Get the latest scoop on the hottest hospitality trends served with a side of expert insights, from Google's enhanced business listings to the rise of last-minute wellness bookings.
I’m Dawn Gribble, your host. I am an independent hospitality marketing strategist with over 20 years of international experience. Find me on LinkedIn, Twitter, or at hospitalitymarketinghub.com
On this Week’s Menu
🚀 Digital Marketing News
🔄 Google Enhances Business Listings with Social Media Updates
🗺️ Revamped Google Maps Now Displays Restaurants and Travel Advice
📊 YouTube Unveils Advanced Tools for Boosting Viewer Engagement
📌 Pinterest’s Latest Algorithm Optimisation Strategies
🔗 Dynamic UTMs by LinkedIn Ads for Improved Analytics
🍽️ Restaurant Marketing News
🤲 Amazon Debuts Palm-Scanning App for Restaurant Payments
🌶️ KFC's New Array of Boldly Sauced Nuggets
☕ Starbucks Reserve Rolls Out New Range of Sweet and Spicy Drinks
⛷️ Get Your Meal at McDonald's McSki-Thru
🗣️ DoorDash Expands Its AI Voice Offering
🛎️ Hotel and Travel Marketing News
🧘 The Rising Trend of Last-Minute Wellness Bookings
✈️ Economy Class Gets TikTok Support
🌸 Sakura Surge Strategies
🔞 X Announces the Introduction of NSFW Communities
💶 European Hotels Now Able to Opt-Out of Google's Price Listings
For VIP Members
🍷 Food & Beverage News Roundup
👀 Trends Watch
📈 Industry Insights
💯 Surprising Statistics
📚 Recommended Reads for Hospitality Leaders
✅ Tool of the Week: Brand Consistency Audit Checklist
☕ Let’s Check In!
🚀 Marketing News
🔄 Google Enhances Business Listings with Social Media Updates LINK
Google has introduced a new section in its business listings that displays recent social media posts from connected profiles. This feature lets businesses showcase their latest posts from Facebook, Instagram, YouTube, LinkedIn, Pinterest, TikTok, and more and can be automatically populated based on the linked social profiles.
💡 This new integration will allow hotels and restaurants to display their latest updates directly, like new menus, events, or happy hour specials in Google Search. Make sure your social channels are connected!
🗺️ Revamped Google Maps Now Displays Restaurants and Travel Advice LINK
Google Maps is expanding its service to include more than just navigation. Partnering with media outlets such as the New York Times and Lonely Planet, Google will now offer curated lists of restaurants and attractions for select travel destinations. These updates use generative AI to generate trending and hidden gem location lists. Google Maps plans to include recommendation lists from other sources in the future.
💡 While hotels and restaurants can't directly apply to be on these curated lists, there are ways to optimise your online presence to increase your chances of getting noticed. Ensure your Google Business listing is up to date. Target relevant local keywords (e.g., "best brunch near Sydney Opera House") and build backlinks from high-authority local websites. Be active on visual platforms like Instagram and Pinterest and connect them to your Google Business listing.
📊 YouTube Unveils Advanced Tools for Boosting Viewer Engagement LINK
YouTube is expanding its audience retention analytics tools to offer creators deeper insights into viewer behaviour. This update includes adding audience segments to the audience retention report in YouTube Studio video analytics. Creators can compare viewer engagement among different audience groups and improve audience retention.
💡 YouTube's analytics upgrade is fantastic news for restaurants and hotels with diverse clientele because it allows you to tailor video content to connect with specific segments. Here are some examples of customer segments and how to engage them on YouTube.
Hotels:
Business Travellers: Videos showcasing efficient check-in, co-working spaces, or proximity to business districts.
Families: Content highlighting kids' clubs, pools, or nearby attractions.
Couples: Videos featuring romantic suites, spa treatments, or fine dining options.
Restaurants:
Health-Conscious Diners: Videos showcasing healthy menu options, fresh ingredients, or preparation techniques.
Budget-Minded Customers: Content highlighting lunch specials, value menus, or happy hours.
Foodies: Videos featuring chef interviews, signature dishes, or unique dining experiences.
📌 Pinterest’s Latest Algorithm Optimisation Strategies
Pinterest has recently provided more details on the "non-engagement signals" they use to enhance their algorithms, designed to improve the user experience. By using these signals in addition to direct engagement indicators such as likes and comments, Pinterest can prevent adverse outcomes. Optimising solely for user engagement can promote low-quality or harmful content, a common issue for social media platforms. This can also encourage the posting of borderline rule-breaking material to attract clicks.
💡 Pinterest is a very useful platform for the hospitality industry. Restaurants can use it to showcase their menu items and ambience with beautiful pictures, while hotels can promote their rooms, amenities, and nearby attractions. This visual platform is excellent for inspiring potential guests and diners, generating interest and bookings by reaching out to Pinterest's vast user base, who actively search for travel and dining ideas. You can find more information on Pinterest's algorithm update by visiting their blog.
🔗 Dynamic UTMs by LinkedIn Ads for Improved Analytics
LinkedIn's new feature, Dynamic UTMs, automates the addition of UTM parameters to campaigns, avoiding manual input. This allows marketers to assess campaign performance in a privacy-conscious manner without third-party cookies or IP addresses. Marketers can add a dynamic UTM parameter per campaign, and LinkedIn will incorporate account, campaign, and creative names into URLs. This aids in analysing and measuring ad effectiveness more efficiently through analytics tools.
💡 UTMs are text strings added to a website address to track the effectiveness of online marketing campaigns across traffic sources and publishing media.
For example:
https://linkedin.com/in/dawngribble?utm_source=substack&utm_medium=hospitality-highlights-newsletter&utm_campaign=1st-april-2024
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🍽️ Restaurant News
🤲 Amazon Debuts Palm-Scanning App for Restaurant Payments LINK
Amazon One is a new app that uses palm recognition for payments and other services. It is available in the US at over 500 Whole Foods Market and other Amazon stores. The app uses AI tech for identity verification and guarantees high data security by creating a unique numerical representation of the palm signature. Amazon One has been used over 8 million times, with over 80% of users choosing to use it repeatedly.
💡 Amazon One could significantly impact restaurants globally by offering a secure payment option that enhances customer experience. However, privacy concerns and user trust in biometric payments must be addressed, so educational material in your marketing would be recommended. The success of Amazon One in restaurants depends on addressing these factors and potentially waiting for wider consumer acceptance of biometric payments.
🌶️ KFC's New Array of Boldly Sauced Nuggets LINK
KFC is introducing a new line of Saucy Nuggets featuring five unique and tasty sauces. The sauces include Honey Sriracha, Korean BBQ, Sticky Chicky Sweet 'n Sour, Nashville Hot, and Georgia Gold, catering to current flavour preferences and offering customers a range of options.
💡 KFC's new Saucy Nuggets are a perfect example of the "swicy" trend set to dominate 2024. Speaking of which …
☕ Starbucks Reserve Rolls Out New Range of Sweet and Spicy Drinks LINK
Starbucks is bringing a sweet and spicy twist to their Reserve locations in Chicago, New York City, and Seattle. Customers can enjoy the new Hot Honey Espresso Martini and Hot Honey Affogato, featuring a touch of hot honey for a unique flavour. These new additions to the menu will be available through the summer while supplies last.
💡Swicy cocktails are on the rise, and espresso martinis are due for a makeover, too! These drinks blend espresso's rich depth with the novel hot honey kick, suggesting a trend towards more adventurous, sweet, and spicy cocktail combinations. Expect more menu espresso martini variations featuring different peppers, fruits, or flavoured liqueurs to cater to adventurous coffee drinkers.
⛷️ Get Your Meal at McDonald's McSki-Thru LINK
The McSki restaurant, located in Sälen, Sweden, is a unique McDonald's that offers a Ski-Thru option for its customers. It is the only McDonald's in the world that provides this feature and is situated at the Lindvallen ski resort. Since opening in 1996, the McSki has become a popular spot for hungry skiers to grab a quick meal. While the menu includes familiar items like McNuggets and McFlurrys, hot chocolates and Big Macs are the most popular.
💡 To create an engaging dining experience, restaurants can take inspiration from the McSki restaurant in Sweden:
Use local and seasonal ingredients
Cater to the weather
Offer fast ways for customers to collect their food
Design themed menus based on local events
🗣️ DoorDash Expands Its AI Voice Offering LINK
DoorDash is expanding its use of artificial intelligence by hiring leaders from tech firm Standard AI to assist in developing an AI voice ordering system. DoorDash plans to use its expertise to create a white-label AI bot that can take orders over the phone for chain restaurants. In August, DoorDash announced this AI voice initiative in response to the finding that 1 in 5 consumers prefer ordering takeout by calling the restaurant.
💡 Restaurants are increasingly using AI for voice ordering to improve efficiency and upsell customers. This trend reflects a growing preference among customers for more interactive and convenient service technologies.
🛎️ Hotel and Travel News
🧘 The Rising Trend of Last-Minute Wellness Bookings LINK
A recent study found that spa-goers save up to 13% by booking treatments or spa breaks on Thursdays instead of peak weekend days. Saturdays remain the busiest and most expensive day for spa visits. The report also suggests that consumers are booking closer to their spa breaks, indicating a desire to prioritise health and wellbeing while being mindful of spending.
💡 Customers seek value and spontaneity in wellness pursuits. Hotels could promote discounted spa treatments on Thursdays to attract budget-conscious wellness seekers or offer special spa break deals for shorter booking windows. Highlighting spa packages as a popular add-on to a relaxing stay is also recommended. Create an email that triggers shortly before the stay to encourage the guest to book a wellness package.
✈️ Economy Class Gets TikTok Support LINK
TikTok users are trying to change the perception that flying in first or business class is the only acceptable way to travel. They are promoting flying in economy class as a normal and acceptable option. Recently, a beauty and lifestyle content creator named Hybee shared a video that featured her experience on a 15-hour Korean Air flight. The caption of the video reads, "Normalize flying in economy." Hybee's video highlights the reality of economy class, including basic meals and standard bathroom facilities. In the past, the influencer industry has been heavily associated with luxury. However, the rise of social media has brought more attention to this career choice's potential realities and limitations.
💡 Partnering with influencers like Hybee, who promote practical aspects of travel, can help budget and mid-scale hotels appeal to a wider audience by creating content highlighting the value and quality of their offerings at different price levels. If you serve multiple segments, demonstrate that comfort and enjoyment are accessible to all guests, regardless of their budget.
🌸 Sakura Surge Strategies LINK
Tour operators are adapting to the surge in tourism during Japan's cherry blossom season, redirecting clients away from popular cherry blossom destinations due to congestion and challenges. The sakura, or cherry blossoms, bloom from late March to early May, with Kyoto's parks being a top choice for sightseeing. Some tour operators are taking tourists to lesser-known locations to alleviate the crowds. This increase in demand has also led to earlier hiring of staff to handle demand.
💡 Hotels and resorts can leverage natural or seasonal events by creating unique branding around them, such as "Sakura Seasons", "Starry Night Stargazing Getaway", or "Fall Foliage Foodie Trail." Offer special packages that include guided tours to lesser-known locations for a more intimate experience, themed dinners, and workshops on cultural significance. Share stunning photos and videos using event-specific hashtags to build excitement and attract visitors seeking an authentic experience.
🔞 X Announces the Introduction of NSFW Communities LINK
X, formerly known as Twitter, will now allow Community admins to label their communities as "Adult Content" to avoid automatic filtering of NSFW content. This change follows previous tests of NSFW communities on the platform. It signals a shift towards embracing adult content on X. NSFW content has long been prevalent on the platform, with a significant portion of Twitter posts containing explicit material. This move by X may have substantial implications for adult content on the platform.
💡 Labelling communities as "Adult Content" can help naturist and sex-positive hotels engage more openly with their target audience without the risk of being filtered out. It creates new marketing and community-building opportunities around their unique hospitality experiences.
💶 European Hotels Now Able to Opt-Out of Google's Price Listings LINK
Google has recently announced new options for hotel and holiday property managers in the European Economic Area (EEA) to control the display of their data on Google's search results. This allows them to decide whether or not to show their prices and availability. However, the data will still be eligible to appear on Search and Maps. Partners who do not take action by April 19th will be assumed to remain opted-in.
💡 The EEA has tighter regulations on data privacy and digital markets, which results in different rules that safeguard consumer interests and promote fair competition among online platforms. Hotels may choose not to show their prices and availability on Google's direct booking service to retain control over their pricing strategy and avoid commission fees charged by third-party bookings.
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