Get the scoop on the latest hospitality marketing trends from GA4 to Bounce Back Campaigns.
👋 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
📈 50% of Consumers Can Detect AI-Generated Content
📅 Google Analytics 4 to Fully Replace Universal Analytics by July 1st
📱 Facebook Introduces Enhanced Vertical Video Display & Recommendations
😊 Instagram's New 'Notify' Sticker
📺 LinkedIn Launches Connected TV & Live Event Ads
🍽️ Restaurant Marketing News
🍕 Papa John's Brand Platform Where Pizza Meets Marketing Transformation
📍 Star Pubs Utilise Geotargeting in Euros Campaigns
🍔 McDonald's Canada Launches Menu of Customer Hacks
🌯 Chipotle Dishes Out $1M in Free Burritos with Burrito Vault Mobile Game
💳 London Restaurant Chain Adds 'Brand Charge' & Bans Tipping by Card
🛎️ Hotel and Travel Marketing News
🌍 WTTC Forecasts Record-Breaking Year for Travel and Tourism in 2024
🧳 Aussie Tourist Trapped in Hotel Room After Viral Travel Hack Fails
💼 Ultra-Luxury Travel Demand Shows No Sign of Stopping
💖 Hospitality is a Work of Heart: Accor’s Employee Value Proposition
🏴 Scotland to Replace Tourist Information Centers with TikTok Videos
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👀 Trends Watch
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📚 Recommended Reads for Hospitality Leaders
🎁 Tool of the Week: April 2024 Marketing Strategy Updates
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🚀 Marketing News
📈 50% of Consumers Can Detect AI-Generated Content
A recent study by Bynder found that 50% of consumers can identify AI-generated copy. Millennials have the highest proficiency in identifying non-human content. US consumers are more aware of AI-generated content than UK consumers. More than half of the participants preferred AI-generated content when presented with two articles. However, consumers perceived brands using AI-generated content as impersonal, lazy, and untrustworthy. LINK
💡 AI-generated content may lack personalisation, sound generic, repeat patterns, and include inconsistencies or incorrect information. It is essential to use Generative AI to enhance human creativity. Implement quality control measures, train and fine-tune the AI models continuously, maintain human oversight, and be transparent about how AI is used to create content. These best practices will enable hospitality businesses to leverage Generative AI effectively to enhance content creation while maintaining authenticity and trustworthiness.
📅 Google Analytics 4 to Fully Replace Universal Analytics by July 1st
Google will discontinue all Universal Analytics (UA) services and APIs on July 1 to fully integrate Google Analytics 4 (GA4) properties. Users who have yet to migrate to GA4 are urged to do so promptly to avoid disruptions. Failure to download or export data before the complete sunset of UA could result in Google permanently deleting it. BigQuery integration should be used to export historical data from Universal Analytics 360 properties. Requests will only be accepted until June 30. LINK
💡 GA4, or Google Analytics 4, is the latest version of Google's web analytics platform. It gives businesses insights into website and app traffic, user behaviour, and marketing effectiveness. GA4 offers advanced features such as enhanced tracking capabilities, machine learning-powered insights, and cross-platform measurement, allowing businesses to understand better and optimise their digital marketing efforts.
📱 Facebook Introduces Enhanced Vertical Video Display & Recommendations
All videos on Facebook will now be displayed in a full-screen, vertically-oriented player, a nod to TikTok's influence in the industry. Users will have the option to switch to landscape view on most videos. With the new playback format, Facebook introduces new controls, including a simplified Reactions UI and an improved slider for more straightforward navigation. LINK
💡 Choosing between horizontal and vertical videos for hotels and restaurants depends on the content and audience. Here's a breakdown of which shots work best for each format:
Horizontal Video: Scenic views or outdoor seating areas, hotel rooms, suites, or restaurant dining areas, chefs preparing signature dishes in the kitchen, weddings, conferences, or live entertainment.
Vertical Video: Short recipe demos, food tastings, or behind-the-scenes moments in the kitchen, personalised messages from hotel staff or restaurant chefs, stories highlighting special promotions, seasonal menus, or limited-time offers.
Experiment and see which formats work best for you and your audience.
😊 Instagram's New 'Notify' Sticker
Instagram has recently introduced a new feature, the "Notify" sticker. This sticker allows creators to prompt their audience to set a reminder for when they post on the app. Users can choose which elements to receive notifications about, potentially minimising frustrations with the algorithm not showing all updates. As Instagram chief Adam Mosseri has stated, not everyone sees all posts due to the high content volume on the app, so this is a welcome addition. LINK
💡 How Can Companies Encourage Instagram Follows?
Strategic Use of Hashtags, Quality Content, Interactive Content, Collaborate with Influencers, Consistent Posting, Clear Calls to Action, Daily Engagement
By pairing these strategies with the "Notify" sticker, companies can grow their Instagram following and ensure their audience sees their content.
📺 LinkedIn Launches Connected TV & Live Event Ads
LinkedIn has recently announced the launch of its own version of connected TV (CTV) ads, along with a new way to promote live events. This move aims to help marketers take advantage of the increasing popularity of video consumption, both on and off the platform. According to LinkedIn, these campaigns can be quickly launched and scaled through Campaign Manager, with a network of publishers such as Paramount, Roku, and Samsung Ads. However, the reach is currently limited by campaign type and provider. LINK
💡 CTV includes internet-enabled televisions that allow viewers to stream services and apps directly. CTV is vital for advertisers because of cord-cutting trends, precise targeting, and high engagement levels. LinkedIn's CTV ads present exciting opportunities, but some constraints include Limited Campaign Types and Network Reach. Ways to capitalise on LinkedIn CTV ads include targeting corporate travel planners, promoting exclusive events, and highlighting corporate experiences.
🍽️ Restaurant News
🍕 Papa John's Brand Platform Where Pizza Meets Marketing Transformation
Papa John’s has recently launched a new brand platform called "Better Get You Some." The platform features a 45-second spot directed by Dave Meyers and soundtracked by rapper Big Boi. The spot follows a young woman on a date who becomes overwhelmed when she sees a Papa John's delivery car. The campaign focuses on sensory overload and cultural references, with a strong pizza theme. LINK
💡 Papa John's launched the "Better Get You Some" brand platform to refresh its image and connect with modern consumers. While a website is a digital storefront or information hub, a brand platform encompasses the core message, values, and personality a brand communicates across all touchpoints. It aims to create a memorable experience through sensory-rich elements, forging a strong emotional connection with customers and driving sales.
📍 Star Pubs Utilise Geotargeting in Euros Campaigns
Star Pubs has announced details of its latest marketing support aimed at helping its licensees increase revenue during the upcoming UEFA Euro 2024 tournament. The support includes geotargeting promotions to attract consumers to participating English and Welsh pubs in May and June. The promotions use bounce-back vouchers and other incentives to encourage consumers to return for the first match on June 14th. The company will also provide external marketing materials and experiential items such as football clappers. This investment aims to enhance the pub experience and drive footfall. LINK
💡 Geotargeting delivers content or ads to a specific audience based on location. It allows businesses to advertise to particular regions, offer location-based discounts and promotions within a certain radius, target multiple regions, drive footfall through ring-fenced areas, and analyse consumer behaviour patterns based on location. Bounce-back marketing encourages customers to return for repeat visits by offering incentives, collecting customer information, personalising offers, setting precise expiration dates, and promoting exclusivity. Combining geotargeting and bounce-back strategies can help businesses engage with their audience on a local level and cultivate long-term customer loyalty.
🍔 McDonald's Canada Launches Menu of Customer Hacks
McDonald's Canada has recently introduced three new sandwiches and a revamped McFlurry, all inspired by customer's creations. The new sandwiches are part of the Remix promotion and include the Chicken Cheeseburger and Surf 'N' Turf made with beef and Alaskan Pollock. Both sandwiches are topped with cheddar, pickles, onions, ketchup, and mustard. Additionally, there is the Sweet Chili Junior Chicken Sandwich and McFlurry with Apple Pie and Caramel. McDonald's has released remixed versions of its 1980s jingle to accompany the new menu items. LINK
💡 Customer-inspired dishes offer several advantages, including increased engagement, fresh ideas, and cost-effectiveness. However, challenges such as maintaining quality control, potentially cannibalising existing menu items, and meeting customer expectations must be addressed. To effectively implement customer-inspired menus, restaurants should gather customer input, test and refine new creations, and ensure consistency with brand identity.
🌯 Chipotle Dishes Out $1M in Free Burritos with Burrito Vault Mobile Game
Chipotle has recently launched a new interactive game, Burrito Vault, as part of their National Burrito Day promotion. The game offers players over $1 million worth of free burritos. To participate, consumers can play the game online and must correctly guess two order combinations to unlock the bank. The first 50,000 players to do so each day will receive a buy-one-get-one free entrée code, redeemable exclusively on National Burrito Day. All players who successfully unlock the Burrito Vault can win free burritos for a year through a sweepstakes. LINK
💡 Gamification is a technique that uses competition and rewards to increase engagement and loyalty. Restaurants can use it to boost brand awareness and encourage repeat visits by creating interactive games or loyalty programs. By aligning games with their brand identity and offering diverse rewards, restaurants can increase engagement, encourage purchases, and collect valuable customer data.
💳 London Restaurant Chain Adds 'Brand Charge' & Bans Tipping by Card
A London restaurant chain has introduced a 15% optional "brand" fee to replace the previous 12.5% service charge. The fee will go towards franchise fees and brand-related expenses. The decision came before a new law requiring all tips to be given directly to staff. The company will consider feedback before making a final decision in June. The parent company has increased minimum staff wages to match what they would earn through service charge distribution, and employees can earn bonuses based on sales targets. LINK
What are your thoughts on this? 👇
🛎️ Hotel and Travel News
🌍 WTTC Forecasts Record-Breaking Year for Travel and Tourism in 2024
According to the latest forecast by the World Travel & Tourism Council (WTTC), the global travel and tourism industry is expected to break records in 2024. The sector's economic contribution is projected to reach $11.1 trillion, the highest ever recorded. The WTTC's 2024 Economic Impact Research (EIR) analysis shows that out of 185 countries evaluated, 142 countries are expected to surpass their previous records. The sector is also set to generate 348 million jobs worldwide, an increase of 13.6 million compared to 2019. The forecast indicates that international visitor spending will reach $1.89 trillion, while domestic tourists are expected to spend a record-breaking $5.4 trillion. LINK
💡 Using online platforms, tailoring marketing messages, and highlighting unique offerings like local tours, amenities, and sustainability initiatives can help hotels profit from the travel boom. However, the travel boom can also come with overtourism, pricing pressure, and environmental issues. By targeting niche markets, promoting sustainability, and embracing responsible practices, hotels can overcome these challenges.
🧳 Aussie Tourist Trapped in Hotel Room After Viral Travel Hack Fails
An Australian tourist had a distressing experience while on holiday in Thailand. She was confined to her hotel room for three hours due to a malfunction in a travel lock she purchased from Amazon. The travel door lock became popular after a series of travel safety videos from travellers and flight attendants recommending the device went viral. The stranded tourist chronicled her ordeal on TikTok, showing the lock caught in her door. She eventually had to climb out of the window onto the balcony for assistance. The maintenance crew removed the device from the outside using a screwdriver and force. LINK
💡 This incident highlights the potential dangers of guests relying on third-party devices for security. While they offer perceived safety, malfunctions can trap guests and pose a significant fire safety hazard. Hotels can reassure guests and enhance safety by providing clear instructions on using hotel security features. Maintain open communication channels to address any guest concerns or security issues promptly. Educate guests on safe travel practices through informational materials in rooms, train staff to address guest enquiries, and share safety tips on their websites and social media channels.
💼 Ultra-Luxury Travel Demand Shows No Sign of Stopping
Luxury travel is growing significantly, with renowned brands catering to ultra-luxury travellers who expect exceptional experiences. According to Skift, private jet tours, such as those offered by Titan Travel, are on the rise, and commercial airlines are also meeting the demand with Etihad's The Residence and Singapore Airlines' Suites Class. LINK
💡 Discerning ultra-luxury travelers crave exceptional experiences. Hotels can cater to them by offering unparalleled service, unique adventures, and unmatched amenities. Targeted digital marketing is critical to reaching this audience. Curate and create personalised content with a sophisticated tone through high-quality visuals and partnerships with luxury lifestyle brands, influencers and high-end magazines.
💖 Hospitality is a Work of Heart: Accor’s Employee Value Proposition
Accor has launched a new Employee Value Proposition called "Hospitality is a Work of Heart." The proposition emphasises that hospitality is more than just a job; it's a calling. Accor's employees, or "Heartists®," are encouraged to connect authentically. The EVP is based on four pillars: "Be All You Are," "Grow & Create Your Path," "Work with Purpose," and "Enjoy & Feel Valued." The campaign celebrates the employees' commitment, care, and unwavering spirit. LINK
💡 The "Hospitality is a Work of Heart" campaign embodies the company's values of authenticity, growth, purpose, and employee appreciation. Focusing on core messages like individuality, development, and well-being cultivates a culture that attracts and retains talent. In the competitive hotel industry, brand values play a crucial role in differentiation; by marketing its EVP, Accor is positioning itself as a destination employer.
🏴 Scotland to Replace Tourist Information Centers with TikTok Videos
Visit Scotland, the national tourist organisation is shifting its focus from providing information to creating and curating visitor content. This has led to the closure of its 25 visitor information centres across Scotland over the next two years. The organisation is now investing more in digital channels such as its website, TikTok, YouTube, and Instagram to reach potential visitors before they arrive. They also plan to improve their presence on social media, online travel agencies, and Google to make their content more easily discoverable. Despite some criticism, Visit Scotland is determined to adapt to the evolving landscape of travel channels. LINK
💡 Visit Scotland is shifting from physical visitor centres to digital channels (TikTok, YouTube) to reach a wider audience and update information more easily. This benefits cost-effective reach and personalisation but risks excluding non-digital users. While younger travellers likely welcome the change, older demographics may need alternatives like phone helplines or library partnerships to ensure a smooth digital transition for all.
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