📌 Hospitality Highlights: 11th September 2023
Serving Fresh Marketing Updates, Trends, Buyer Behaviour & Strategic Intel
In this week's Hospitality Highlights Marketing Newsletter
Keyword Search Launches As An Initial Test On Threads
Instagram Tests Location Tags In Notes
Facebook Releases Its Holiday Marketing Guide
New Features Are In The Works For Tiktok's Social Networking App
Streaming On Youtube Is Being Redesigned For Viewers And Advertisers
WhatsApp Now Supports HD Photos And Videos
Coca-Cola Uses QR Codes To Drive OOH Engagement
Paypal Partners With Meta To Enable Facebook And Instagram Donations In The United States, The United Kingdom, Australia, And Canada
British Government Concedes Defeat Over End-To-End Encryption
Shift Toward Virtual Experiences And Fewer Devices
☕ Grab a Coffee, and let’s get started!
🔎 Keyword Search Launches As An Initial Test On Threads
Meta's Threads app introduces keyword search, starting with a test rollout in Australia and New Zealand. This new feature allows users to search for specific terms and find posts that mention those terms, enhancing the app's search functionality.
In recent weeks, Threads has experienced a decline in usage and downloads after initially gaining 100 million members. However, with Meta's capacity and experience, there is hope that Threads can refine its offering and meet the demand for a viable alternative social app.
💡 With its similarity to Twitter, Threads attracts users interested in discovering and conversing about establishments in the hospitality industry. This will likely impact the Buyer Journey's Interest phase, so being part of the conversation and community is essential.
Keyword search functionality will (eventually) allow businesses to track mentions and discussions about their establishment, providing valuable insights into customer sentiment and feedback. This should be included in your social media strategy as one of your listening channels.
📍 Instagram Tests Location Tags In Notes
Instagram is currently testing location tags in its Notes feature, which can link to that place's Instagram location page. Adam Mosseri, Instagram's chief, highlights the aim of making connecting over shared locations easier and receiving inspiration for new places to visit.
Notes, introduced in December last year, has gained popularity among younger users by sparking conversations through 60-character notes visible to all connections. Instagram plans to enhance the Notes feature by adding more functionality, such as audio clips and song highlights, to cater to increased engagement in private messaging apps.
Instagram is also exploring the addition of AI chatbots to expand its messaging tools and regain the attention of younger audiences lost to TikTok.
💡 Instagram users who visit hotels and restaurants can share their experiences, moods, or recommendations using location tags in their notes. This user-generated content could serve as social proof and inspire others to visit the restaurant or hotel, building credibility and attracting potential customers.
Encourage your customers to connect with you on social media and share their thoughts; you'll be surprised at how many people will be happy to do so. You need to prompt them, so don't hesitate to ask.
🎄 Facebook Releases Its Holiday Marketing Guide
Meta has released its Holiday Marketing Guide to help small and medium businesses maximise their ad performance during the festive shopping season. The guide contains insights, ad recommendations, and additional resources to assist businesses in getting discovered by more customers.
By offering AI-powered tools, creative strategies, and webinars, Meta says they aim to empower businesses to optimise their ad campaigns and engage customers effectively.
💡 Hotels and restaurants can drive better campaign results and cost efficiencies by running A/B tests and optimising Ads and Landing Pages for Conversions.
💬 New Features Are In The Works For TikTok
TikTok is expanding its features and functionalities. The company aims to enhance social networking and private messaging on the platform as concern grows about users sharing TikTok videos externally on other apps.
TikTok remains focused on being an entertainment platform but recognises the importance of incorporating more social functions to retain user engagement amid increasing competition from rivals. The company acknowledges the limited functionality of its current direct messaging feature and seeks to invest in developing diversified social solutions.
💡 TikTok's expanded features present opportunities for hotels and restaurants to connect and converse with customers. Success on TikTok will require an effective marketing strategy and consistent engagement to reap the full benefits.
📺 Streaming On YouTube Is Being Enhanced For Viewers And Advertisers
YouTube is taking steps to enhance the streaming experience for viewers and advertisers. This strategic adjustment is driven by real-time feedback from viewers in multiple markets. It includes new, interactive formats and a focus on reducing interruptions.
The platform is prioritising the big screen, as evidenced by the significant growth in watch time on connected TVs, with 65% of YouTube CTV watch time being dedicated to content longer than 21 minutes.
Last year, YouTube introduced a refreshed ad experience, and this year, they launched CTV-first formats, shoppable ads, and a send-to-phone mechanism to engage viewers using a second screen. In pursuing a more seamless viewing experience, YouTube is testing options like fewer, longer ad breaks and better visibility into the length of ad breaks, aligning with viewers' preferences.
💡 YouTube's focus on providing a better streaming experience for viewers and advertisers could lead to increased engagement with video content related to hotels and restaurants.
For hotels, this means they have an opportunity to showcase their properties, amenities, and services. Viewers interested in planning their next travel experience may rely on YouTube to research and gather information about potential hotel options.
Similarly, restaurants can leverage YouTube to showcase their cuisine, ambience, and menu options. YouTube's emphasis on choice and variety allows restaurants to share food preparation videos, cooking tutorials, and customer testimonials, helping to attract new customers and build their brand image.
With the potential for fewer interruptions and more seamless ad experiences on YouTube, hotels and restaurants may benefit from increased ad visibility and a higher likelihood of viewers engaging with relevant ads.
🤳 WhatsApp Now Supports HD Photos And Videos
WhatsApp has officially launched support for global HD photo and video sharing. Users now have the option to select "HD" quality before sending a photo or video file on the platform.
A WhatsApp spokesperson confirmed the global rollout of HD photos and videos and encouraged users to "share epic moments" with the new feature. To access the HD option, users need to select a photo or video from their camera roll and tap the "HD" button at the top of the screen.
The platform now also supports screen sharing and unnamed group chats. These updates aim to enhance the user experience and improve the app's competitiveness in the messaging landscape.
💡 HD images and videos provide a higher level of visual quality and detail, allowing hotels and restaurants to showcase their premises, rooms, amenities, and food in a more appealing and enticing manner. This can attract potential customers and give them a realistic glimpse of what to expect, increasing the chances of bookings and customer engagement.
🏬 Coca-Cola Uses QR Codes To Drive OOH Engagement
Coca-Cola has debuted illustrative QR codes as part of its Coke Studio global music platform, becoming one of the first brands globally to use this unique marketing campaign strategy. Crafted by creative technologist and artist Troy Ni with AI-powered Stable Diffusion and ControlNet technology, these codes are designed to be more visually appealing and interactive than traditional black-and-white grids.
The codes were launched on out-of-home displays in movie theatres, stadiums, and theme parks across the U.S., coinciding with Coke Studio's latest song and video. Each of the five illustrative QR codes corresponds to a different moment in the video, allowing consumers to unlock and view the campaign's video content by scanning the codes.
🙏 Paypal Partners With Meta To Enable Facebook And Instagram Donations In The USA, UK, Australia, And Canada
PayPal Giving Fund has expanded its partnership with Meta to facilitate charitable giving on Facebook and Instagram in the US, UK, Australia, and Canada. The collaboration allows charities to raise funds through fundraisers and donation buttons on Meta’s social media platforms.
Donations received by PayPal Giving Fund will be granted to benefiting charities following its policies. This partnership aims to make it easier for donors to support their favourite causes online as online charitable giving grows in popularity. With 81% of Millennials and 76% of Gen Z donors already making online donations, this expansion meets the needs of a digitally-driven donor base.
💡 This partnership could allow hotels and restaurants to engage in corporate social responsibility initiatives, support charitable causes, and raise funds for preferred charities.
🔒 British Government Concedes Defeat Over End-To-End Encryption
The UK government has conceded defeat in its fight to break encryption on messaging platforms like Signal and WhatsApp. The controversial "spy clause" in the Online Safety Bill, which aimed to make end-to-end encryption nearly impossible, will not be enforced as the government acknowledges the lack of technology to scan encrypted messages for illegal material without compromising user privacy.
Secure messaging services, including WhatsApp and Signal, threatened to withdraw from the UK if the bill passed. While opponents believe the powers within the legislation could still pave the way for encryption-breaking surveillance in the future, this concession sets a precedent against mass surveillance and weakens international momentum for such measures.
💡 With secure messaging services able to maintain their encryption standards, customers can have confidence in the security of their shared information. This decision ensures encrypted customer information remains confidential and inaccessible to unauthorised parties, safeguarding sensitive data from potential breaches or misuse. Update your Comms guidelines accordingly.
📱 Shift Toward Virtual Experiences And Fewer Devices
According to the fourth annual Connected Consumer survey by Deloitte, consumers seek to simplify and streamline their digital lives by reducing the number of devices they own while embracing virtual experiences and demanding technological innovation.
The study found that households are adopting a more strategic approach to device consumption, with the average number of devices per household decreasing from 25 in 2021 to 21 in 2023. The survey also revealed changing preferences regarding work arrangements, with an increased demand for hybrid work.
Concerns about security and privacy are higher, with 58% of consumers worrying about device vulnerability to security breaches. There is a growing interest among younger generations for immersive 3D experiences, and consumers are looking for innovative experiences that take advantage of the capabilities of 5G technology.
💡 Given that consumers are seeking fewer devices and more virtual experiences, hotels and restaurants can focus on providing seamless and user-friendly digital experiences. This includes investing in mobile-friendly websites, easy online booking systems, and personalised communication through mobile apps or messaging platforms.
Emphasise tech features such as intelligent room controls, contactless payment options, or virtual menus. Promote these features to enhance the perception of a modern and convenient guest experience.
Acknowledge and address the growing concerns about privacy and security. Assure customers of the robustness of your data security measures and the protection of their personal information. Highlight any certifications or standards your establishment adheres to, ensuring transparency and building trust.
Capitalise on the desire for immersive experiences by implementing 3D platforms or virtual reality (VR) technologies. Offer virtual tours, immersive dining experiences, or virtual entertainment.
ICYMI
Quick Announcement
Hospitality Insights News Round-Ups will be taking a short break next week while I enjoy a well-earned week’s holiday. To stay up-to-date with the latest headlines as they happen, follow me on Twitter @askdawngribble
Coming Soon on Substack for Premium Subscribers
Campaign Plan: Christmas
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Content Calendar: November 2023
Campaign Plan: Valentine's Day
Buyer Persona: Gen Z
Educational Series: Instagram Part 4 - Growth Strategies
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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. Here's to Your Success 🥂