📌 Hospitality Highlights: 25th September 2023
Serving Fresh Marketing Updates, Trends, Buyer Behaviour & Strategic Intel
In this week's Hospitality Highlights Marketing Newsletter
Meta Verified: The New Feature for Brands on Instagram and Facebook
Lackluster Engagement in Threads Prompts Meta to Ramp Up App Development Strategy
Meta Unveils Plan for AI Chatbot, Including a Playful "Sassy Robot" Catering to Younger Audiences
TikTok Unveils a Powerful New Tool for Enhanced Customer Journey Analysis
TikTok Explores Potential of Joining Forces With Google to Drive Search Traffic
Labels for AI-Generated Content on TikTok
The Global Expansion of WhatsApp Channels
Exploring WhatsApp Flows for Enhanced Experiences
Snapchat+ Surpasses 5 Million Paying Subscribers
AAHOA Urges Increased Caution in Light of Ongoing Cyberattacks Targeting the Hospitality Industry
☕ Grab a Coffee, and let’s get started!
✅ Meta Verified: The New Feature for Brands on Instagram and Facebook
Meta is rolling out Meta Verified, a monthly subscription package for businesses on Instagram, Facebook, and WhatsApp.
The subscription includes a verified badge for authenticity, proactive impersonation monitoring, support for troubleshooting, and new ways to be discovered on Instagram and Facebook, such as appearing at the top of search results and being recommended as a verified business to follow.
WhatsApp business subscribers also get additional premium features like a custom WhatsApp page and support for multiple employees.
💡 Hotels and restaurants can significantly benefit from the Meta Verified subscription package. The verified badge builds trust with potential customers and increases visibility in search results.
While the subscription will protect against fraudsters, it is essential to regularly monitor your brand presence across all social channels to address any potential impersonation issues promptly.
Promoting your verified badge and premium features through your marketing channels will communicate your commitment to authenticity and improved customer service.
📊 Lackluster Engagement in Threads Prompts Meta to Ramp Up App Development Strategy
Instagram Threads is facing challenges in achieving high user engagement. Instagram chief Adam Mosseri acknowledged that although many people use Threads, they do not use it as frequently as desired. Users spend an average of 6 minutes per day on the app, compared to 21 minutes shortly after its launch.
To address these issues, Threads is working on improving messaging, enhancing discovery algorithms, and providing better recommendations. An edit button will allow users to update their threads within five minutes. However, regulatory hurdles still prevent access to Threads for EU residents.
💡 Despite these challenges, Threads remains one of the most viable alternatives to X. However, it has room for further growth and improvement - restaurants and hotels should continue to nurture their accounts given the Instagram audience and their preference for food and travel.
🤖 Meta Unveils Plan for AI Chatbot, Including a Playful "Sassy Robot" Catering to Younger Audiences
Meta is set to launch "Gen AI Personas," a generative AI chatbot aimed at Gen-Z users, during its Meta Connect event. These chatbots will come in multiple personas designed to engage young users with colourful behaviour.
The Wall Street Journal reports that Meta plans to develop dozens of chatbot personas for celebrities to interact with their fans. The company has already tested personas like a "sassy robot" inspired by Bender from Futurama and an overly curious "Alvin the Alien."
Meta also plans to create a chatbot tool for celebrities to make their own chatbots. The goal is to keep users engaged longer, creating more opportunities to serve them ads.
💡 Speaking their language - by incorporating generative AI chatbots with multiple personas, hotels and restaurants can cater to the preferences and interests of Gen-Z users.
Chatbots have the potential to engage young users in a fun and engaging way, providing a unique and immersive experience. Creating chatbot personas for celebrities allows hotels and restaurants to collaborate with influencers and provide exclusive interactions.
Chatbots can facilitate prolonged user engagement, increasing exposure to advertisements and promotional offers and maximising marketing opportunities.
🔍 TikTok Unveils a Powerful New Tool for Enhanced Customer Journey Analysis
TikTok has introduced Attribution Analytics, a measurement solution that offers insights into customer journeys on the platform.
The tool includes the Performance Comparison feature, allowing advertisers to analyse conversions over different timeframes and choose the most effective attribution strategy. It also helps evaluate the impact of TikTok views on conversions and expands beyond last-click attribution.
Future features, including support for app offline shops, will be released in the coming weeks.
💡 With this measurement solution, businesses in the hospitality industry can gain valuable insights into customer journeys on the platform. This will help hotels and restaurants understand how TikTok views contribute to conversions, going beyond last-click attribution.
By examining these insights, hotels and restaurants can optimise their marketing strategies on TikTok and improve user experience, ultimately driving more bookings and revenue. The upcoming release of features supporting app offline shops will further enhance the platform's marketing potential for hotels and restaurants.
🤝 TikTok Explores Potential of Joining Forces With Google to Drive Search Traffic
TikTok and Google are reportedly discussing a partnership to integrate Google search prompts and search results into the TikTok app.
TikTok users have started seeing a new search prompt encouraging them to expand their search on Google. A TikTok spokesperson confirmed the experimentation with third-party integrations, clarifying that it's not an ad unit.
The partnership could benefit both platforms, with Google maintaining its search dominance and TikTok gaining a more direct connection to broader discovery options.
💡 The potential marketing impact of the partnership between TikTok and Google on hotels and restaurants is significant and should not be underestimated.
With the integration of Google search prompts and search results into the TikTok app, users can expand their search on Google, potentially leading to increased visibility for hotels and restaurants - resulting in higher website traffic, more bookings, and ultimately, increased revenue for these businesses.
What’s more, the partnership would provide TikTok with a more direct connection to broader discovery options, allowing users to find and explore hotels and restaurants through the app easily. TikTok remains a channel to watch.
📌 Labels for AI-Generated Content on TikTok
TikTok is introducing new labels to disclose AI-generated content. They aim to support transparent and responsible content creation practices.
The new tool will help creators easily label their AI-generated content, allowing viewers to understand if AI technology has significantly altered or modified the content.
The labels will also assist creators in complying with TikTok's synthetic media policy, which requires labelling content that contains realistic images, audio, or video generated by AI. The platform will release educational resources to guide creators and viewers in using these labels effectively.
💡 It's fair to say that customers have some concerns when it comes to AI and its capabilities. By promoting transparent and responsible content creation practices, this new TikTok feature can enhance trust and credibility for businesses in the hospitality industry.
Hotels and restaurants can use this tool to label their AI-generated content, such as virtual tours, promotional videos, or AI-powered customer service. This will enable viewers to understand if AI technology has significantly altered or modified the content, fostering transparency in their marketing efforts.
Complying with TikTok's synthetic media policy by labelling content with realistic images, audio, or video generated by AI can help hotels and restaurants maintain ethical standards in their marketing strategies and manage guest expectations.
🌍 The Global Expansion of WhatsApp Channels
WhatsApp has announced the global launch of WhatsApp Channels. This new feature lets users receive important updates from organisations and individuals privately.
The Channels feature is separate from regular chats, keeping followers' identities private. Users can discover channels through an enhanced directory and enjoy features like emoji reactions, admin editing, and convenient forwarding with included links.
In their official announcement, WhatsApp stated, "Today we're excited to launch WhatsApp Channels to over 150 countries and deliver a private way to receive updates that matter to you." WhatsApp plans to continue adding more features and expand Channels based on user feedback.
💡 WhatsApp Channels allow hotels and restaurants to communicate with their customers and followers privately and directly.
With WhatsApp Channels, hotels can send important updates to their guests, such as reservation confirmations, check-in instructions, and special offers. Restaurants can use this feature to notify customers about new menu items, upcoming events, and exclusive discounts. This direct engagement channel has the potential to enhance customer loyalty and increase Customer Lifetime Value.
The enhanced directory feature is exciting and allows users to discover channels quickly, thereby increasing the visibility of hotels and restaurants. I advise getting on Channels Now before your competition and capturing this new market segment before they do.
💬 Exploring WhatsApp Flows for Enhanced Experiences
WhatsApp has announced new features aimed at improving the chat experience with businesses. Flows allow businesses to offer services such as choosing a train seat, ordering food, or booking appointments directly within the chat.
Flows will be available globally on the WhatsApp Business Platform in the coming weeks. Another feature is completing purchases directly in a chat using various payment methods, including UPI apps, debit and credit cards.
A WhatsApp spokesperson said, "We're excited to continue building great features for businesses to improve the customer service and other offerings they provide to people."
💰 Snapchat+ Surpasses 5 Million Paying Subscribers
Snapchat now has 5 million paying members for its paid subscription service, Snapchat+, up from 4 million in June.
Snapchat's success can be attributed to adding utility and benefits to subscribers, such as priority replies, chat wallpapers, extended story expiration options, and more. According to Snap, subscribers get early access to new features and AI-powered products like My AI and Dreams. The subscription service generates close to $20 million monthly in revenue for the app.
In contrast, Twitter's premium subscription, X Premium, has around 1 million paying members. Snapchat's success may be due to its strong connection with users, serving as a more intimate and personal tool for close friends.
💡 The success of Snapchat's subscription service is attributed to the added utility. The benefits it provides subscribers include priority replies and extended story expiration options. The take-up shows users are willing to pay for exclusive features and enhanced experiences.
Hotels and restaurants can take inspiration from this and consider offering premium subscription services or loyalty programs that provide exclusive perks to their customers, such as priority reservations, personalised offers, and access to special events or promotions.
🔒 AAHOA Urges Increased Caution in Light of Ongoing Cyberattacks Targeting the Hospitality Industry
The Asian American Hotel Owners Association (AAHOA) has stressed the importance of cybersecurity measures in the hospitality industry following recent cyberattacks on major hotel chains.
The association called for clear lines of communication and support from franchisors to protect franchisees from revenue losses caused by booking disruptions. Small business owners comprise a significant portion of franchisees and are particularly vulnerable to unexpected losses.
The hotel industry has experienced multiple cyberattacks in the past year, including ransomware attacks on IHG Hotels & Resorts and data compromises at Radisson Hotels Americas.
Hackers frequently impersonate employees to gain duplicate access, highlighting the increasing sophistication of their tactics. AAHOA urges franchisors and hoteliers to match and exceed their vigilance to protect sensitive information, maintain the guest experience, and safeguard the hotel's reputation.
💡 The recent cyberattacks on major hotel chains have highlighted the importance of cybersecurity measures in the hospitality industry. The AAHOA has emphasised the need for clear communication and support from franchisors to protect franchisees from revenue losses caused by booking disruptions. Small business owners comprise a significant portion of franchisees and are particularly vulnerable to unexpected losses.
With the increasing sophistication of hackers worldwide, who often impersonate employees to gain access, franchisors and hoteliers must protect sensitive information, maintain the guest experience, and safeguard the hotel's reputation.
ICYMI
🗓️ November Hospitality Marketing Dates
With the ever-increasing demand for creative marketing strategies, social media holidays and awareness days can help hospitality businesses stand out, engage with, and reach new audiences. And in November 2023, there are plenty of opportunities to do just that.
✅ Hospitality Leader Personal Brand Strategy
In the hospitality industry, having a strong personal brand is vital for advancing your career. This article offers practical advice on building and enhancing your brand. It includes tips on creating thought leadership content, optimising your LinkedIn profile, and implementing an effective engagement strategy.
🗓️ October Hospitality Marketing Dates
With the ever-increasing demand for creative marketing strategies, social media holidays and awareness days can help hospitality businesses stand out, engage with, and reach new audiences. And in October 2023, there are plenty of opportunities to do just that.
Coming Soon on Substack for Premium Subscribers
Campaign Plan: Christmas
Strategy Updates: October
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 🥂