📌 Hospitality Highlights: 10th July 2023
Carefully Curated Marketing News, Emerging Trends & Strategic Intelligence
Welcome to this week's newsletter, where I share the latest hospitality news and trends.
In this week's Hospitality Highlights Newsletter
First Look - Using Threads for Marketing
YouTube Blocks Ad Blockers
YouTube Tests AI Quizzes
TikTok Launches Creative Challenge
Google Ads Editor Has 8 New Features
TweetDeck to Become a Twitter-Blue Feature
Twitter’s New Ad Revenue Share Program Is Close to Launch
Gen-Z Shunning Alcohol for 'Dry' Parties As They Prioritise Exercise and Wellbeing
Michelin Star Restaurant Serves Cultivated Chicken
The Biggest Rebrands and Refreshes of 2023 So Far
Coca-Cola Establishes Coke Studio to Tap into Musical Marketing
EU Expected to Reach 98% of Pre-Pandemic Travel in 2023
Chelsea Football Club and Hilton Partner Up for 'Home Away From Home'
Investors Confident in Sector Growth
How AI Influences What You See on Facebook and Instagram
Customers Want A Personalised Experience - But They Have Data Privacy Concerns
Are You Drinking Pornstar Martinis Wrong?
#AskDawnGribble Should I Buy Likes or Engagement?
Trend Watch: Freelance Visa
Trend Watch: TravelPerk
Trend Watch: Virtual Influencer
Hospitality Highlights
🧵 First Look - Using Threads for Marketing
Instagram’s Threads app reached over 70 million users in less than 48 hours. Here's what marketers need to know.
Threads can be easily set up from an Instagram page, which is handy as you won’t need to worry about brand protection. Unlike Instagram, links can be posted on Threads, giving it a mix of Twitter and Instagram feel.
Reposts and Quoted Reposts support reshaping, similar to Twitter and LinkedIn. Searching and filtering features appear limited at the moment. Threads are part of the trend towards more open social networks and are expected to include advertisements eventually.
✋ YouTube Blocks Ad Blockers
YouTube is disabling videos for people using ad blockers as part of a new trial. YouTube is taking these measures to ensure that its content creators are compensated for their work.
The ad-supported model supports a diverse ecosystem of creators and provides access to content for free with ads.
The trial is being tested on a small group of people worldwide with ad blockers enabled. If the trial is expanded, all YouTube users will be forced to watch ads, increasing campaign reach.
❓ YouTube Tests AI Quizzes
YouTube is testing a new feature that allows users to take AI-generated quizzes to test their knowledge on subjects of interest.
These quizzes are designed to help viewers learn more about the topics they are interested in and provide feedback to YouTube on the quality of the videos.
💃 TikTok Launches Creative Challenge
TikTok has launched the Creative Challenge, where Creators can submit video ads to brand challenges and receive rewards based on video performance. Creators have full creative freedom over their ads, unlocking more opportunities for collaboration with brands.
Creators will have access to a dedicated Creator Community group and Mentor Program to connect with other creators and get rewarded. They can check monthly earnings and receive notifications for revisions or appeals.
This means brands can leverage authentic, high-performance, easy-to-use creative content at scale to help drive their performance advertising campaigns.
Advertisers are given up to 30 ad creatives within 10 days created specifically for the TikTok audience developed by creators who truly understand the community.
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✅ Google Ads Editor Has 8 New Features
Google Ads Editor version 2.4 is packed with eight new features. Advertisers can now save time, make more informed decisions, and boost the performance of their campaigns.
You can now find all videos in the video asset library. This feature helps advertisers save time and improve the performance of Google Ads campaigns.
The “Overview” tab now shows a summary across multiple accounts. The editor now supports export to or import from Google Drive, allowing advertisers to share files with other users quickly and easily.
Advertisers can schedule their posts for a specified time, and product groups and listing groups can now be added and modified within Editor. All Video campaigns can now directly target YouTube Search and YouTube Video networks.
There is a new setting to turn on or off video enhancements for Video campaigns. And Advertisers can now download previously downloaded campaign item types and optimise downloaded data or the combination of all 3 choices.
🔷 TweetDeck to Become a Twitter-Blue Feature
Twitter has announced that TweetDeck will soon be a Twitter Blue exclusive, meaning that users of its native tweet management platform will soon have to pay up to keep scheduling their tweets via the app.
A new version of TweetDeck is now available, including several minor updates. The new elements include an updated tweet composer with all tweet functionality, improved advanced search filters, the option to sort your TweetDeck columns into ‘Top Tweets’ or ‘Latest Tweets’, and video docking.
💷 Twitter’s New Ad Revenue Share Program Is Close to Launch
Creators will soon be able to sign up for Twitter's new ad revenue share program, which will see revenue generated from ads displayed in their tweet replies shared with them, providing another monetisation opportunity in the app.
Twitter Blue subscribers can sign up for a share of any revenue generated from ads shown in their tweet responses.
Twitter is adding more functionality and options at a rapid rate - hoping to win over more creators with better revenue share and posting options to maximise its opportunities and get more content flowing through the app.
Twitter has added long-form posts (up to 25k characters) and new text formatting options to allow creators to maximise their in-app presence.
🚫 Gen-Z Shunning Alcohol for 'Dry' Parties As They Prioritise Exercise and Wellbeing
Gen Z is leading a trend of reduced alcohol consumption and embracing mindful drinking, leading to significant growth in non-alcoholic beverages, such as non-alcoholic beer, wine, ready-to-drink cocktails, and spirits.
Gen Z prioritises physical and mental well-being and values authenticity and experiences. They prefer socialising in creative environments and engage in activities that cater to their diverse interests.
The alcohol industry has responded by introducing new formulations targeting various consumption occasions, emphasising functionality and botanical ingredients, making the no/lo landscape innovative and exciting.
🐔 Michelin Star Restaurant Serves Cultivated Chicken
Cultivated chicken has made its US debut at the renowned Michelin-starred restaurant Bar Crenn, which removed meat from its menu in 2018.
A new dish made using Upside Foods' cultivated chicken will be served, marking the first time an American restaurant will sell lab-grown meat.
Proponents of cultivated meat point to the environmental benefits, particularly the reduction of methane emissions from cattle and the ability to produce meat near where it is consumed without killing animals.
One of the biggest challenges for cultivated meat companies is scaling production so that the meat becomes affordable and widely available.
🤩 The Biggest Rebrands and Refreshes of 2023 So Far
2023 has been a relatively quiet year for brands, with many companies focusing on short-term uncertainty. However, brand refreshes could lay the groundwork for a marketing resurgence once the uncertainty eases.
Some of the biggest rebrands include Pepsi, which has undergone its first visual overhaul in 14 years, embracing electric colours and a new 'pulse' motif. Stella Artois is putting a bigger focus on casual dining in an attempt to court consumers as dinner habits evolve. AB InBev's Kona beer has undergone a brand refresh, including a new name, Kona Big Wave. The brand is leaning into its Hawaiian heritage, including an association with surfing.
Brand refreshes can help companies stay relevant and appeal to new audiences. They can also help companies differentiate themselves from competitors and stand out in crowded markets. If not executed properly, they can confuse customers and damage brand equity.
🎵 Coca-Cola Establishes Coke Studio to Tap into Musical Marketing
Coca-Cola is expanding its involvement with music by creating its own studio, Coke Studio, to produce original songs featuring a variety of artists. The company aims to move beyond traditional music marketing and make authentic connections through music experiences.
Coke Studio will release approximately 25 songs this year, with collaborations from 19 artists. The initiative also includes partnerships with music festivals and digital experiences. Coca-Cola is investing significantly in music and hopes to add value to music culture while moving from traditional advertising to experiential marketing.
🇪🇺 EU Expected to Reach 98% of Pre-Pandemic Travel in 2023
Travel and tourism in the EU are expected to reach 98% of the pre-pandemic peak, contributing €1.44 billion to the economy and creating over 687k jobs.
In 2022, the sector's GDP contribution grew by 40.5% to reach €1.37 billion, representing 8.7% of the EU's economy. The industry has recovered 3.1 million of the 3.6 million jobs lost during the pandemic and saw a significant increase in spending from overseas visitors.
The World Travel & Tourism Council predicts that by 2033, the sector will grow to contribute almost €1.9 billion to the EU economy and employ over 26.3 million people.
⚽ Chelsea Football Club and Hilton Partner Up for 'Home Away From Home'
Chelsea Football Club has announced Hilton as their official global hotel partner, offering extended benefits to Hilton Honors members and serving as the official host for the team.
Hilton will provide accommodations for Chelsea during their summer tour in the United States and offer their world-class service to players and coaches. Through the partnership, Hilton Honors will provide unique experiences to members during the pre-season tour and future matches in London.
The collaboration marks the first time a football club has partnered with Hilton, and both parties are excited about the opportunities it brings.
📈 Investors Confident in Sector Growth
According to new data from Deloitte, the luxury hospitality sector is experiencing strong growth and investor interest.
The hotel industry played a significant role in the global luxury market 2022, accounting for 33.6% of all mergers and acquisitions. 98 deals were made, a 16% increase from the previous year.
49% of investors believe that restaurants and hotels are the sectors that will grow the fastest this year.
📱 How AI Influences What You See on Facebook and Instagram
Facebook and Instagram use AI systems to personalise user experiences.
These systems rank content based on user feedback and behaviour.
Facebook and Instagram have released 22 system cards that explain how their AI systems rank content.
In a nutshell, AI systems predict how valuable a piece of content might be to a user. The prediction relies on app usage patterns, search history, channel and user engagements, and feedback provided by the user. Instagram is currently testing a new feature that allows users to indicate that they are 'Interested' in a recommended reel.
🔒 Customers Want A Personalised Experience - But They Have Data Privacy Concerns
Twilio has released The State of Personalization Report 2023
Key Highlights
Despite economic uncertainty, it's encouraging that 69% of surveyed businesses are increasing their personalisation investment.
Businesses recognise the value of personalisation in creating engaging and loyal customer relationships, even in tough times. However, companies must be strategic with increasing competition and a volatile economy.
ChatGPT ushered in a craze for AI and machine learning, and businesses have caught on. However, companies must ensure their models are trained on high-quality data and aligned with their customers' preferences and values.
Despite the craze, the road to AI adoption is paved with obstacles. The top challenges cited by business leaders include lack of training, security or compliance concerns, poor organisational processes, and data quality. By addressing obstacles head-on, businesses can clear the path for successful AI-driven personalisation initiatives that deliver value across the organisation.
41% of consumers are comfortable using AI to personalise their experiences. As businesses adopt AI-powered personalisation, it's vital to consider the concerns of consumers who may not be as receptive to the technology. Businesses that can address these concerns are better equipped to establish a strong foundation for successful personalisation efforts.
Trust is a major factor in the success of personalisation efforts - 51% of consumers trust brands to keep their personal data secure and use it responsibly. Businesses can earn customers' trust by being transparent about data collection practices and respecting consumers' privacy concerns.
Personalisation is the new black in the business world. It can boost customer satisfaction, loyalty, and ultimately the bottom line.
Gen Z holds distinct preferences and behaviours as digital natives compared to earlier generations and expects unparalleled digital experiences. They are more likely to employ ad blockers to avoid advertising altogether.
Over a quarter of consumers have noticed less targeted personalisation in the past year due to increasing data privacy regulations and Apple's IDFA deprecation. As advertising practices become more privacy-focused, businesses can improve targeting accuracy and re-establish effective personalisation across digital channels.
Personalisation is no longer just a buzzword but a key strategy for businesses looking to drive customer loyalty and increase LTV.
Personalisation is key to achieving a deeper connection with customers and increasing spending and brand loyalty.
🍹 Are You Drinking Pornstar Martinis Wrong?
The Pornstar Martini is the second most-searched cocktail on Google, with a rising interest in how to drink a Prosecco Martini.
There is a debate on whether to knock back the Prosecco as a shot or pour it into the cocktail. Abby Matthews, the director of The Cocktail Co, clarifies that a Pornstar Martini is best served with a Prosecco chaser and garnished with half a passionfruit.
The Prosecco shot should be sipped to cleanse the palate before enjoying the cocktail. Pouring the Prosecco or drinking it after the cocktail is considered incorrect as it can ruin the flavours. Matthews provides three tips to enjoy a Pornstar Martini:
Chilling it to the right temperature
Eating the passionfruit garnish
Properly shaking the cocktail for a smooth blend
ICYMI
Coming Soon for Paid Subscribers
Instagram Strategy - Part 2: Content
Deep Dive - Luxury All-Inclusive
Brand Audit Checklist
How to Analyse Campaign Performance
Why Customers Are Turning on AirBnb
Instagram Strategy - Part 3: Community Management
Campaign Plan: Christmas
Flavour Descriptors - How to Use Them on Social Media
#AskDawnGribble
Each week, I answer your question and provide expert tips and advice to help you stay ahead of your competition.
Should I Buy Likes or Engagement?
No.
Social proof is so important that some businesses are tempted to buy fake likes and followers. However, this practice has significant risks and can harm your online presence.
People are tempted to buy fake likes and followers due to the psychological concept of social proof. Whenever we're uncertain, we look to others for guidance.
For instance, when deciding which restaurant to try, people are likely to pick the one where they see more customers dining as an indication that it must be good, or when seeing a product with a large number of reviews, people are more likely to purchase it, assuming that so many reviews must mean it's a good product.
Many people think having a lot of followers and likes automatically makes them an authority or influencer in their field, but as you'll soon see, that's not always the case.
Another reason why individuals and businesses may consider buying fake likes and followers is the desire to appear credible and trustworthy. In a crowded digital landscape, having a large following can make you stand out and attract new customers or clients.
Your social media strategy may seem successful at first glance, but vanity metrics provide no meaningful insight. Engagement and meaningful connections over time are the keys to building credibility and trust, not inflating numbers.
How Does This All Work?
Many companies and freelancers offer packages for buying Instagram likes and followers, ranging from relatively cheap to more expensive options.
For instance, a basic package to get 100 Instagram likes might cost $5, while a more expensive package to get 1,000 likes might cost $25.
Different companies offer different types of packages and offers. These can range from packages to buy Instagram likes and followers, packages to buy Twitter followers and likes, and even packages to buy YouTube views.
Social media comment pods can also be a sign of fake engagement. Comment pods are platform users who agree to comment and like each other's posts; this inflates the post's engagement rate. Comment pods lack authenticity because the comments are often generic and non-specific to the post.
Buying likes and followers or joining a comment pod may give you an initial boost in numbers, but it does not contribute to the growth of your business or increase genuine engagement. It can have severe consequences for your online presence - which is why you won't find a link to these companies anywhere in this article.
When someone buys fake likes and followers, they typically pay a company specialising in selling these services. The company will ask for your Instagram profile, email address, and the posts on which you want the likes or followers to appear. Likes or followers purchased from click farms or bots are not real people.
Click farms are operations where individuals or groups are paid to click on specific content or engage with social media accounts to boost numbers artificially.
These operations often employ individuals in developing countries who are paid meagre wages to engage with content for long hours. These workers use multiple fake accounts to like, follow, and comment, creating the illusion of popularity and engagement.
It's important to understand that these likes and followers are not genuine and do not contribute to real engagement or meaningful interactions.
The Damage of Buying Likes & Followers
Zero Engagement
One of the most significant drawbacks of buying fake likes and followers is the lack of genuine engagement. While your follower count may increase, these fake accounts do not interact with your content, leaving you with inflated numbers but no meaningful interactions. Your real audience can easily detect this lack of engagement which can harm your credibility and trustworthiness.
Sends a Poor Signal to the Instagram Algorithm
Social media algorithms consider factors such as engagement rate, comments, and other follower activities to determine the relevance and quality of your content. If your engagement rate is low despite many followers, the algorithm may perceive your content as less valuable and reduce its visibility.
Influencers May Hesitate to Partner With You
Influencers are unlikely to partner with accounts that have fake followers and engagement. Genuine influencers value their credibility and reputation, and promoting or associating with accounts that engage in unethical practices can harm their personal brand image.
Building authentic relationships with influencers based on real engagement and meaningful interactions over time is a more effective and sustainable approach.
Brands Will Avoid Working With You
Just as influencers may hesitate to partner with accounts that have fake engagement, brands and businesses are also wary of working with accounts that have artificially inflated numbers. Brands look for genuine engagement and meaningful interaction with their target audience. By buying fake likes and followers, you signal that your account does not have a genuine following or engagement, which can deter brands from collaborating with you.
Real Users Won't Follow You
While the initial goal of buying fake likes and followers may be to attract real users to follow your account, the opposite often occurs. Real users can easily spot phoney engagement and may be deterred from following an account that seems inauthentic or untrustworthy.
Building a genuine following requires creating high-quality content, engaging with your audience, and fostering real connections.
You'll Hurt Your Brand Image
Buying fake likes and followers can seriously damage your brand image and reputation. Savvy consumers can quickly identify inauthentic practices. When you engage in unethical practices, you risk losing the trust and loyalty of your audience and stakeholders, which can have long-term consequences for your business.
You'll Waste Your Ad Budget
If you have fake likes and followers, your ad budget will be wasted on boosting posts to an audience that is not genuine or interested in your products or services.
Focusing on targeted advertising and reaching real users who are more likely to engage with your content and convert it into customers is imperative. If you don't have accurate data, you won't be able to optimise future ad campaigns.
You Could Permanently Lose Your Entire Social Media Account
Most social media platforms, including Instagram, prohibit buying fake likes and followers. These platforms are committed to providing authentic experiences and discouraging inauthentic activities. If you get caught buying fake likes and followers, there is a risk of your account being permanently banned or suspended. It's not worth jeopardising your entire social media presence for the sake of inflated numbers.
How Fake Likes and Followers Impact Reporting
Buying fake likes and followers can distort your reporting and analytics, making it difficult to assess your social media strategy's true performance and effectiveness.
Engagement metrics, such as likes, comments, and shares, are essential indicators of how well your content connects. However, these engagement metrics become meaningless when you have fake likes and followers. The inflated numbers can give a false impression of success and hinder your ability to measure your content's impact accurately.
Understanding your audience is super important for developing targeted content and effective marketing strategies. However, when you have fake followers, your audience data becomes unreliable. These fake followers' demographic information and interests do not represent your target audience. This distortion can lead to misguided decisions and ineffective targeting.
How Can I Tell if My Followers Are Fake?
Fake followers can be hard to spot, but there are several red flags and tools you can use. Watch out for these signs:
Sudden spikes in follower count: If your follower count spikes suddenly and is unrelated to a viral post or campaign, it could be fake.
Low engagement rate: If you have a high number of followers but consistently low engagement in terms of likes, comments, and shares, it may indicate that your followers are not genuine.
Irrelevant or spammy comments: Fake followers often leave generic or irrelevant comments that do not contribute to meaningful conversations.
Inconsistent follower-to-following ratio: Genuine accounts typically have a balanced follower-to-following ratio. An account that follows thousands of users but has a low follower count could well be using automated follow/unfollow tactics.
Several tools can help you analyse your followers and detect fake accounts.
Here are some popular tools:
Social Blade: Social Blade provides insights and statistics for social media accounts, including follower growth, engagement rate, and audience analysis.
IG Audit: IG Audit is a tool to assess Instagram followers' authenticity. It analyses your followers and provides a percentage score indicating the likelihood of fake followers.
HypeAuditor: HypeAuditor is an influencer marketing platform that offers an audience authenticity check. It provides detailed reports on the quality of your followers, including information about their activity, engagement rates, and potential fake followers.
Building an authentic and trustworthy online presence requires transparency and ethical practices.
If you suspect your agency or social media provider is using fake engagement, addressing your concerns and seeking clarification is essential.
A marketing audit from a trusted third-party expert can also help
How Do I Remove Fake Likes & Followers
If you have purchased fake likes and followers or suspect that fake accounts are following you, removing them and cleaning up your social media presence is important. Here are some actions you can take:
Manually review your followers: Review your follower list and identify suspicious or inactive accounts. You can remove these accounts manually by blocking or unfollowing them.
Use automated tools: Fake accounts can be identified and removed with several tools available. These tools analyse your followers and list potentially fake or inactive accounts you can remove.
Report suspicious accounts: Social media platforms have reporting mechanisms to flag and report fake accounts. Whenever you see a suspicious or fake account, report it to the platform.
Keeping your follower list clean and removing fake accounts takes time and effort, but it's essential for maintaining credibility and authenticity.
What Should I Do Instead of Buying Likes?
Instead of buying fake likes and followers, the focus should be on building an authentic and engaged audience. Here are some strategies to grow your social media presence organically:
Enhance Your Content
Producing high-quality, valuable content is key to attracting genuine followers and building engagement.
Focus on creating content that connects with your target audience, whether informative, entertaining, or inspiring. Be authentic and consistent with your brand voice and values. Create Buyer Personas if you are unsure of your audience, as these will help you focus on your message and objectives.
Stay Active on Social Media
Consistency is key. Algorithms reward users who regularly post content, engage with your audience, and promptly respond to comments and messages. Use social media scheduling tools to plan and automate your posts, ensuring a consistent presence.
Run Contests or Giveaways
Contests and giveaways can be effective in attracting new followers and generating engagement. Encourage your audience to participate by following your account, liking, commenting, or sharing your content. Ensure the prizes are relevant to your audience and aligned with your brand - even better, partner up with an existing brand or influencer for the contest to leverage their audience.
Focus on Building Relationships
Engage with your followers and build genuine relationships. Respond to comments, ask questions, and show appreciation for their support. Building a community around your brand fosters loyalty and encourages organic growth.
Invest in Targeted Advertising
Instead of buying fake followers, invest in targeted advertising campaigns to reach your desired audience. Platforms like Facebook and Instagram offer advanced targeting options that allow you to narrow your audience based on demographics, interests, and behaviours.
Upload your 1st party email lists as a Custom Audience to promote content to customers who have opted in to receive communications from you; you can then have the platform's AI generate a Lookalike Audience of users who fit the same interest and behaviours as the people on your list to reach new customers.
Invest in Video and Reels
Video content is highly engaging and can help you stand out on social. Experiment with different video formats, such as tutorials, behind-the-scenes footage, or interviews.
Use Instagram's Reels feature to create short, entertaining videos that can go viral and attract new followers, and then share these on TikTok.
Stay on Trend
Keep up with the latest trends and topics in your industry or niche. Use trending hashtags and participate in relevant conversations to increase your visibility and reach. You demonstrate your expertise and relevance to your audience by staying on top of trends.
Premium Subscribers Get Access to the Latest Trends and Hashtag Opportunities
Improve your Hashtag Strategy
Hashtags are essential for increasing your reach and attracting new followers. Deploy relevant hashtags popular in your niche and sprinkle them strategically in your posts.
Use a branded hashtag to encourage your audience to engage with your content and participate in discussions.
Should You Buy Fake Likes and Followers
Buying fake likes and followers may seem tempting, but it undermines your online presence and credibility.
Genuine engagement, authenticity, and meaningful connections are the keys to success in social media. Create content people care about, stay active on your channels, build relationships, and invest in targeted ad strategies to grow your social media presence.
Remember, it's better to have fewer genuine followers who truly value your content than hundred or thousands of fake followers who provide no real value.
Got a Question?
Simply comment on this newsletter or social media with #AskDawnGribble
Industry Trends Watch
Freelance Visa
A freelance visa allows individuals to work as independent contractors or freelancers in a foreign country. Specific requirements for obtaining a freelance visa may vary depending on the country.
Some top countries freelancers want to work in include the United Arab Emirates, Canada, the United Kingdom, Germany, Australia, New Zealand, Singapore, and France.
TravelPerk
Travelperk is a comprehensive travel management platform that provides individual and corporate travellers solutions. It offers a seamless booking experience, integrating flights, accommodation, and rental cars all in one place. One of the key features of Travelperk is its ability to handle complex itineraries and offer real-time information on prices and availability.
In addition to booking, Travelperk also provides expense management tools, allowing users to track and manage their expenses during their trips easily.
Virtual Influencer
A virtual influencer is a computer-generated or animated character designed to look and act like a real person. They often have social media profiles and engage with followers like any other influencer. Virtual influencers are becoming increasingly popular in social media as they provide a unique and innovative way to connect with audiences.
However, there are also some concerns surrounding virtual influencers. One of the main concerns is the potential for deception, as followers may not realise they are interacting with a computer-generated character rather than a real person. Another concern is the authenticity of virtual influencers, as they lack the genuine experiences and emotions that real human influencers possess.
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That’s a wrap for the week!
Please don't hesitate to contact me with any feedback or suggestions for future topics. Your feedback helps improve our newsletter and provide more value to our esteemed subscribers.
Plus, our Weekly Complimentary Hospitality Highlights Round-Up
Here's to Your Success 🥂