📌 Hospitality Highlights: 22nd April 2024
Discover how to tap into the latest digital marketing innovations, from Instagram's new profile notes to TikTok's image feed. Drive growth and engagement for your brand.
I’m your host, Dawn Gribble, 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.
Find me on LinkedIn, Twitter, or at hospitalitymarketinghub.com .
On this Week’s Menu
🚀 Digital Marketing News
💡 Instagram's Profile Notes Rolling Out to All Users
📝 TikTok Launches 'Notes' As Well
🛒 YouTube Enhances Shopping and Affiliate Partnerships
🔍 Meta's AI Assistant Now Includes Integrated Google & Bing Search Results
📺 YouTube Sets New Viewing Record
🍽️ Restaurant Marketing News
🎮 Wow Bao Integrates with Roblox for Rewards
🌶️ Chipotle Collaborates with Tekken 8 for In-Game Perks
📹 Uber Eats Introduces TikTok-style Discovery Feed
🍕 Papa John's Brand Transformation
🎶 PizzaExpress Adds In-House Record Stores to Live Music Venues
🛎️ Hotel and Travel Marketing News
🎉 Choice Hotels Leverages TikTok for Millennials and Gen Z
🏠 Airbnb Entrepreneurship Academy Grows Welcomes 30+ Partners in 2024
🗺️ Google Enhances Maps and Search for Eco-Friendly Travel
🌟 Accor's 'For ALL The Travellers In You' Campaign
🏨 TripAdvisor Battles Fake Reviews
☕ Let’s Check In!
🚀 Marketing News
💡 Instagram's Profile Notes Rolling Out to All Users
Instagram has recently announced a new feature called "Notes" that will be added to user profiles. This feature will allow users to share their thoughts and activities with their followers, encouraging more engagement on the platform. Users can leave notes on their friends' profiles to prompt interaction. This feature has been in testing since last year and will now be displayed for 24 hours on profiles. This will allow users to spark discussion and connect with their friends on the app. (Me)
💡 Any new way to communicate with customers should be explored. With increased uncertainty about the future of X, Meta is making moves to attract their audience. Restaurants and hotels can use Notes to announce special offers, promotions, or limited-time deals. Add details about discounts, freebies, or exclusive packages, encouraging followers to visit or book a stay. Use Notes to promote your culinary offerings, such as themed dining events or new menu items. Create a sense of community by using Notes to cross-promote your favourite local vendors and partners.
👉 Instagram Community Management
📝 TikTok Launches 'Notes' As Well
While TikTok has dominated the short-form video market since its launch in 2016, it has now launched its photo-sharing app, TikTok Notes, which competes with Instagram. Here's what we know so far:
1. TikTok Notes is only available in Canada and Australia.
2. It syncs with your TikTok account, but only partially.
3. Users can opt in or out of photo-sharing between TikTok and TikTok Notes. (Bu)
💡 We’re seeing competition in the short-form notes, images and videos across social platforms. Instagram already strongly focuses on photos and videos with its Stories and Reels features. With its focus on short-form video, TikTok has exploded in popularity, especially among younger demographics. Platforms like YouTube Shorts and Snapchat Spotlight also vied for attention with similar features. When did you last review your social media strategy?
🛒 YouTube Enhances Shopping and Affiliate Partnerships
YouTube has introduced new in-stream shopping tools to increase product discovery and purchases, offering revenue opportunities for the platform and monetisation potential for creators. Shopping Collections allows creators to curate products, promote them, and drive more revenue. This feature expands YouTube's Product Shelf with a more centralised destination for affiliate products. Creators can create Collections on their phones and soon on desktops. (YT)
💡 Hotels should consider this a tactic to drive direct bookings and promote special packages. For Foodservice, promote your product range and website. Restaurants should consider selling merchandise, gift cards, and tickets to special events.
👉 Influencer Marketing Guide for Hospitality
🔍 Meta's AI Assistant Now Includes Integrated Google & Bing Search Results
Meta's AI assistant, powered by the Llama 3 model, now offers real-time search results from both Google and Bing. Users can access search within Meta's apps, including Facebook, Instagram, WhatsApp, Messenger, and the newly launched Meta.ai desktop experience. This development may require SEO strategy adjustments to optimise for both search engines and AI assistants. (SEJ)
💡 This move encourages users to stay on Meta apps, this could potentially increase engagement for brands with a strong Meta presence. To optimise content for AI assistants focus on natural language and user intent to ensure your information surfaces when users ask questions. Claim your business listings on Google My Business and Bing Places for Business. This may help ensure that your business information appears accurately in local search results, which AI assistants can surface.
👉 Why Your Hospitality Business Should Invest in SEO
📺 YouTube Sets New Viewing Record
YouTube was the top streaming platform in Nielsen's monthly report for March, accounting for 9.7% of all TV viewing. This marks the 13th consecutive month that YouTube has held the largest share among streaming services. Streaming was the only category to see a year-over-year increase, with a 12% rise in viewership and 4.4 share points added. YouTube and Netflix were the most watched streamers, accounting for 9.7% and 8.1% of overall TV views. (TW)
💡 More and more people are watching YouTube through connected TVs; this means that through video ads, you can reach people in their living rooms for a fraction of the price of a TV ad. 62% of people aged 18-34 watch video on a TV via a connected device daily. This is compared to 54% for ages 35-54 and 24% for those aged 55+.
Remember, many viewers engage in cross-device viewing, meaning they may start watching content on one device, such as a smartphone or tablet, and continue on a connected TV. This behaviour presents opportunities for advertisers to reach audiences across multiple screens.
👉 Insider’s Guide to Digital Advertising in the Hospitality Sector
🍽️ Restaurant News
🎮 Wow Bao Integrates with Roblox for Rewards
Wow Bao has partnered with Flaunt to integrate real-life restaurant rewards into the popular online game Roblox. Players can now visit Wow Bao's virtual Dim Sum Palace to explore areas including a lounge, restaurant, and a hidden speakeasy. By completing tasks and following clues, players can unlock exclusive Wow Bao gear for their Roblox avatar and have a chance to win prizes such as free food for a year. As the trend of the metaverse continues, brands like Wow Bao are finding ways to connect with younger audiences and showcase their tech innovation. (MD)
💡 Restaurants can create virtual experiences within Roblox that showcase their brand, menu offerings, and unique features. This can include virtual replicas of their physical locations, themed environments, or interactive games related to food and dining. Creating a successful Roblox experience requires understanding the platform's mechanics and target audience. Partnering with Roblox developers or agencies with experience in this area is crucial.
👉 Restaurant Marketing Consultants
🌶️ Chipotle Collaborates with Tekken 8 for In-Game Perks
Chipotle has announced a new partnership with Tekken 8, the latest fighting game from Bandai Namco. As part of the partnership, players can now earn in-game currency by ordering through the Chipotle app or website and using a specific promo code. The chain has also introduced a limited-time menu item, the Tekken 8 Battle Bowl, designed by game fans. In addition, Chipotle will be hosting its esports competition, the 2024 Chipotle Challenger Series, with Tekken 8 as the title game. The chain will also return as the presenting partner for the 2024 Evolution Championship Series (Evo) in Las Vegas. This partnership follows a similar one between Chipotle and Capcom's Street Fighter 6 last year. (MD)
💡 Esports has a large and passionate audience, particularly among younger demographics. Partnering with popular esports games or teams allows restaurants to tap into this market. Create branded content or promotions tied to esports events or games. This can include limited-time menu items, in-game rewards or discounts, sweepstakes or contests, and exclusive merchandise collaborations.
Don't force a connection—partner with esports titles or teams that align with your brand image and target audience. Smaller, local esports teams or tournaments can also be good partners to build brand loyalty within your community.
📹 Uber Eats Introduces TikTok-style Discovery Feed
Uber Eats has announced the launch of a short-form video feed, similar to that of TikTok, to enhance restaurant discovery and allow for showcasing of dishes. The feature is being tested in select cities and will eventually be rolled out globally. This move follows the trend of other popular apps, such as Instagram, YouTube, Snapchat, and Netflix, introducing their short-form video feeds in response to TikTok's popularity. The videos, including the home screen, will be displayed in carousels throughout the app and can be swiped through for viewing. (TC)
💡 Aim for videos between 15-30 seconds long. Users are scrolling through a feed, so grab their attention quickly and deliver your message concisely. Close-up shots of food being prepared, plated, and served can evoke hunger and entice viewers to visit your establishment.
Add captions or text overlays to provide context. This helps make your videos more accessible and engaging, especially for viewers watching without sound. Don't just leave viewers hungry! Tell them what to do next, whether it's visiting your website, placing an order, or following you on social media.
🍕 Papa John's Brand Transformation
Papa John's has recently implemented a rebrand to revitalise its image. Prompted by a previous racist statement by the company's founder in a 2018 conference call. The rebrand includes a new visual language and logo to signify a shift from single ownership. The company's vice president, Jaclyn Ruelle, states that the rebrand was necessary to reconnect with customers and build brand loyalty. The new campaign, "Better Get You Some," aims to appeal to a younger demographic, builds on the company's previous slogan and features a custom font called Pappy. (FC)
💡 The news of the conference call sparked public outrage. The company's stock price plummeted, and there was a decline in sales and customer perception. Many consumers boycotted Papa John's in response to Schnatter's remarks, resulting in a loss of revenue and market share and franchisees facing customer backlash.
Brand guidelines, PR training for senior management and a crisis communications plan are essential in combatting customer backlash. However, cultural change has to start at the heart of an organisation to impact the world positively. Brand Audits, Reputation Management and Customer Experience assessments are vital control measures.
👉 Managing a Social Media Crisis
🎶 PizzaExpress Adds In-House Record Stores to Live Music Venues
PizzaExpress is opening record stores at its live music venues in Soho, Holborn, and Chelsea. The three stores will offer vinyl and CDs from PX Records artists, including Mamas Gun, Scott Hamilton, and Ian Shaw. Since its launch in April 2023, PX Records has released nine albums from various genres, including jazz, hip-hop, dance, and country. PizzaExpress Live has grown to present over 1,500 shows annually, including performances from McFly and Pixie Lott. The brand has supported many global stars like Jamie Cullum, Amy Winehouse, Norah Jones, and Gregory Porter. (FEJ)
💡 I must admit, Pizza Express Jazz at JLT in Dubai is one of my favourite places to visit. Dinner and reggae? I’m there!
Trends in eatertainment restaurants with live entertainment reflect a continued emphasis on creating memorable and immersive experiences that combine food, fun, and entertainment in innovative ways. Restaurants are taking inspiration from popular movies, TV shows, or historical periods to create immersive dining experiences. Think "Game of Thrones" themed feasts or murder mystery dinners with audience participation. Interactive elements like digital projections on tables, touchscreens for ordering or games, and AR/VR experiences are becoming more popular. While live music is a classic in eatertainment, restaurants are now exploring broader genres like jazz brunches, acoustic nights, or even DJ sets to cater to different preferences.
🛎️ Hotel and Travel News
🎉 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 2024
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.
🌟 Accor's 'For ALL The Travellers In You' Campaign
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?
Personalisation is key
A customer needs analysis is essential
Data drives decisions
Storytelling sells
Highlight your strengths
🏨 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
Reviews written by people who were offered money, discounts, or other perks in exchange for a positive review.
Reviews were written by someone who had never stayed at the hotel.
Reviews containing false or misleading information intended to damage a hotel's reputation.
Multiple positive or negative reviews are posted by the same person or group using fake profiles.
Negative reviews written by competitors or their associates to harm a hotel's business.
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:
Implement a Feedback Loop
Make Leaving Reviews Easy for Guests
Personalise the Request
Respond to All Reviews
Educate Staff
👉 The Definitive Guide to Reputation Management for Hotels
For VIP Members
🍷 Food & Beverage News Roundup
👀 Trends Watch
📈 Industry Insights
💯 Surprising Statistics
📚 Recommended Reads for Hospitality Leaders
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