📌 Hospitality Highlights: 26th February 2024
Get the Inside Scoop on Hospitality Marketing and Industry Trends in This Week's Newsletter!
🚀 Top Marketing News
📱 Nearly Half of Adults on TikTok Have Never Uploaded a Video
⚖️ Meta’s Oversight Board to Consider Appeals from Threads Users
🛒 Instagram Introduces Marketplace in 8 New Countries
🔗 Meta Trials Cross-Posting between Facebook and Threads
💬 WhatsApp Introduces Enhanced Text Formatting Options
🍽️ Restaurant Marketing News
🌱 Pokeworks Introduces Plant-Based Tuna
💄 McDonald’s Debuts First Beauty Collaboration
🍽️ Shake Shack and Wingstop Embrace Fine Dining Trend
📺 McDonald’s Immersive Global Campaign Embraces Anime Fandom
🚗 Uber Eats Expands Autonomous Food Delivery Service to Japan
🛎️ Hotel and Travel Marketing News
✈️ Business Travel Trends in 2024
📈 OTA Performance & 2024 Trends
🏨 Acceleration in European Hotel Openings
💰 Luxury Hotel Market Resilient to Cost of Living Cutbacks
🏨 Is Branditization of the Hospitality Industry inevitable?
Plus 🍷 Food & Beverage News Roundup - ☕ Let’s Check In!
🚀 Marketing News
📱 Nearly Half of Adults on TikTok Have Never Uploaded a Video
According to a recent study from the Pew Research Center, nearly half of adults on TikTok have never posted a video. This trend of lurking on social media is not new. However, the level of non-posting on TikTok is surprising, even compared to other platforms like Twitter.
Most people who post on TikTok are between the ages of 18 and 24, contributing to its popularity among Millennials and Gen Z users. According to TikTok, 19% of its users are between 18 and 24, while 18% are women in the same age group.
So, how are people using TikTok?
Users spend more than 1.5 hours each day on TikTok.
33% of users get updates on the latest news from the app.
In 2022, Consumers in China spent more than $200 Billion on TikTok e-commerce offerings.
Sources: Pew Research Statista The Information #Promotion #TikTok #SocialMedia
💡 With most users only engaging with content rather than creating it, this has positive implications for hospitality marketing.
Lurkers are more likely to engage with interesting, informative, or funny content. Create videos that showcase your hotel or restaurant's unique features and amenities, offer tips on travel and dining, or simply share behind-the-scenes glimpses of your business.
Contests and giveaways are a great way to generate excitement and engagement on TikTok. Offer prizes relevant to your target audience, such as free stays at your hotel or gift certificates to your restaurant. Lurkers are more likely to become active users if they feel part of a community. Respond to comments, ask questions, and start conversations.
Learn more: Instagram Community Management
⚖️ Meta’s Oversight Board to Consider Appeals from Threads Users
Meta's Oversight Board has expanded its reach to include Threads, allowing users to appeal content moderation decisions. Thread users can request a review from the Oversight Board after exhausting Meta's internal process.
This development comes as Threads, with its Twitter-like interface, continues to grow; Mark Zuckerberg has even speculated that it could reach a billion users. In July 2023, Threads had 70 million users just two days after its launch. 2 By October 2023, the platform had over 130 million monthly users.
Despite having the same rules as Instagram, Threads has faced criticism from users as it currently blocks search terms related to COVID-19 and other “potentially sensitive” topics.
Good news for brands hit by penalties, this means that if a brand's content has been removed or restricted by Meta, the brand can appeal to the oversight committee to review the decision. The committee can overturn Meta's decision if it finds that the content does not violate Meta's policies and holds the platform accountable for its decisions.
Source: Engadget The Verge Meta #Promotion #Meta #Threads
💡 Hospitality brands should be responsive to user feedback and complaints. If users report content, brands should address the concerns promptly and take appropriate action, such as removing or modifying the content if it violates platform policies.
Learn more: Instagram Strategy for Hospitality
🛒 Instagram Introduces Creator Marketplace in 8 New Countries
Instagram has announced the expansion of its marketplace tool to connect brands with creators for paid partnerships or ads in eight new countries, including Canada, Australia, New Zealand, the United Kingdom, Japan, India, and Brazil.
To get started on Instagram Creator Marketplace, brands must have a Business or Creator Account on Instagram and ensure eligibility by following Instagram's Branded Content Policies and Partner Monetisation Policies.
After joining, brands can add favourite creators to their list of preferred brand partners, use the partner discovery feature to connect with creators, manage branded content opportunities in a designated folder within Instagram messages, identify their branded content interests, set up a creator portfolio, view branded content opportunities, and disclose branded content using the paid partnership label.
Source: TechCrunch Instagram Business Instagram #Promotion #Instagram #Influencers #creators
💡 With the addition of eight new countries, the Creator Marketplace now provides hotels and restaurants access to a wider pool of potential creators. This will make it easier for hotels and restaurants to find the right creators, negotiate deals, and manage campaigns with access to data and analytics that can help them track the performance of their campaigns.
Learn more: Influencer Marketing Guide for Hospitality
🔗 Meta Trials Cross-Posting between Facebook and Threads
Meta has recently begun testing a new feature for its Threads app, allowing users to cross-post their Facebook updates onto the platform. This move is part of the company's efforts to increase cross-pollination of content across its platforms. The feature is currently in limited testing on iOS and only applies to text and link posts.
The Threads audience comprises Gen Z and Millennial consumers who appreciate close friendships and real communication. These users value the convenience of sharing brief status updates, photos, and videos with their closest friends and family members.
It remains to be seen whether users will be interested in sharing the same content on both Facebook and Threads and whether Threads users will be receptive to this content.
Source: Social Media Today #Promotion #Meta #Threads
💡 The main motivations for Threads users are to
Stay connected with close friends and family.
Share everyday moments.
Have private conversations.
Get updates from their favourite creators
So if you cross-share your posts, make sure the content enhances these experiences.
The best type of content for hotels and restaurants to post on Instagram Threads is engaging and interactive content. This could include:
Asking questions is a great way to get your audience involved. You could ask questions about their travel plans, their favourite foods, or their thoughts on a particular topic.
Sharing a thought-provoking statement can be a great way to get people thinking. You could share a quote from a famous person, or you could share your own thoughts on a particular topic.
Photos and videos are a great way to show off your hotel or restaurant. You could share photos of your rooms, food, or staff. You could also share videos of guests enjoying their stay or dining experience.
Share links to your website, blog, and landing pages for special offers.
It is also important to interact with other users on Instagram Threads. This means liking and commenting on other people's posts and reposting content that you find interesting.
You can build a strong community around your hotel or restaurant on the platform by posting engaging and interactive content and interacting with other users.
Learn more: Why Communication on Social Media is So Important
💬 WhatsApp Introduces Enhanced Text Formatting Options for Better Communication
WhatsApp has officially introduced its new text formatting options for Android and iOS after months of testing with selected users. These options include numbered lists, block quotes, bold, italics, and more, allowing users to add context and nuance to their messages. These new text formatting options will help hospitality businesses stand out, reduce confusion and better engage with their audience on WhatsApp.
Source: Meta Statista #Promotion #WhatsApp #Communication
💡 As the hospitality industry relies heavily on effective communication, these new features will benefit hotels and restaurants through enhanced security, quick response times and personalised conversations. In general, there is a rise in Direct Messaging for Customer Service and Conversational Commerce.
Learn more: Social Media for Customer Service
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🍽️ Restaurant and F&B News
🌱 Pokeworks Introduces Plant-Based Tuna
Pokework’s latest innovation is 100% plant-based sushi-grade tuna. As the brand behind the Poke craze, Pokeworks constantly strives to offer new and delicious menu options. And now, they're introducing a sustainable and ethical alternative to conventional tuna, created in collaboration with Impact Food.
This plant-based tuna is made from pea protein and seaweed, offering an umami taste and melt-in-your-mouth texture. Perfect for those seeking vegan or keto-friendly options or trying something new.
In recent years, plant-based options have significantly expanded the menu offerings of well-established fast-food chains and restaurants. McDonald's, for instance, introduced the McPlant burger in the UK, featuring a Beyond Meat patty, vegan sandwich sauce, and dairy-free cheese. Burger King has added the Vegan Royale and Vegan Nuggets to its menu in the UK while also trialling meat-free items in the US. Subway has expanded its menu in the UK to include substantial plant-based sandwiches, wraps, and desserts. In the US, Taco Bell has made strides in catering to plant-based eaters with customisable menu items.
Source: QSR Magazine Plant Based News #Product #PlantBased #Vegan
💡 In 2024, we can expect to see broader acceptance of plant-based foods and beverages from governments, private capital, and industry leaders. Consumers demand more transparency around the climate implications of making plant-based choices, and brands can respond through storytelling focused on regenerative agriculture.
The rise in popularity of the keto diet will see more people adopt a plant-based, low-carb approach, using plant-based protein sources and incorporating more fruits and vegetables.
Learn more: Hospitality Trends 2024
💄 McDonald’s Debuts First Beauty Collaboration
McDonald's continues to make headlines with its latest collaboration, venturing into the beauty industry with a partnership with UK-based nail brand Nails.Inc.
This new partnership offers a range of products, including burgers, fries, themed nail polishes, and press-on nails.
Source: ABC News
💡 McDonald's collaboration with Nails.Inc. is a brilliant example of how restaurants can use innovative approaches to connect with new audiences and generate revenue.
Here are a few ways this move can inspire other restaurants:
Partner with other brands to create unique and exciting products and lifestyle experiences. For example, a restaurant could partner with a local brewery to create a limited-edition beer or with a fashion designer to create a line of branded merchandise.
Partner with a local artist to create a collaborative mural.
Host a pop-up shop in the restaurant featuring products from local businesses.
Create a branded line of merchandise, such as t-shirts, hats, and mugs.
Collaborate with local causes and hold special events.
Learn more: How to Plan Social Media Campaigns
🍽️ Shake Shack and Wingstop Embrace Fine Dining Trend
This Valentine's Day, limited-service restaurants made a surprising move by transforming some of their locations into fine dining experiences. Shake Shack, Panda Express, and Wingstop all jumped on this trend, offering unique and elevated menus for their customers.
Customers responded positively, enjoying the opportunity to experience fine dining at a more affordable price point. The elevated menus offered a wider variety of dishes to choose from, and the service was typically more attentive than at a typical fast-food restaurant.
Source: NRN #Product #Promotion #Campaign #Diversification
💡 Restaurants can replicate the success of Shake Shack, Panda Express, and Wingstop by using pop-up events and experiments. Pop-up events can be used to test new menu items without committing to a full-scale launch. This can help restaurants to gauge customer demand and get feedback on new dishes.
Here are some ideas for starters:
Create a unique and ownable experience that customers will remember, such as a rooftop garden or a historic building.
Offer a limited-time menu that features unique and elevated dishes. This can give customers a chance to try new and exciting dishes that they wouldn't normally be able to order.
Experiment with different pricing strategies. This can help you find the optimal price point for your dishes.
Pop-up events can be used to get feedback from customers on new dishes, service, and overall experience. This feedback can be used to improve the restaurant's offerings and operations.
Learn more: How to Attract More Customers To Your Restaurant
📺 McDonald’s Generates Immersive Global Campaign by Embracing Anime Fandom
Another story from McDonalds this week who are crushing it with their segmented audience campaigns. The franchise giant is no stranger to using pop culture and nostalgia to engage consumers; their latest campaign is no exception.
Inspired by their fictional depiction in anime and manga, the brand is launching a global "WcDonald's" campaign, complete with a new sauce, packaging, and even an immersive dining experience in Los Angeles. Partnering with Japanese artist Acky Bright and animation house Studio Pierrot, McDonald's is bringing their iconic WcDonald's characters to life in a four-episode anime series.
McDonald's wants to show that the brand listens to its customers and gives them what they want. The immersive dining experience in Los Angeles allows customers to enjoy a set menu of McDonald's items while watching the anime series. McDonald's encourages customers to share their photos and videos of the WcDonald's experience on social media.
Source: Marketing Dive Marketech #Promotion #Culture #PopCulture #Fandom
💡 Overall, McDonald's is doing a great job involving customers in its "WcDonald's" campaign. Restaurants can identify and tap into subcultures by identifying subcultures that align with their brand values and target audience.
Once you have identified potential subcultures, take the time to understand their unique values, motivations, and behaviours. This will help you develop targeted marketing campaigns that speak to their specific interests and needs using their phrases and terminology. Many subcultures are associated with social or environmental causes, which can help amplify campaigns.
Brands should actively participate in subculture communities by attending events, sponsoring gatherings, and collaborating with respected influencers. Be a part of the conversation and demonstrate your genuine interest in their culture. Develop products and services that cater to the unique needs and preferences of the subculture, like limited-edition menus, events, collectables and exclusive experience packages.
Learn more: Gen Z Consumer Fact Sheet
🚗 Uber Eats Expands Autonomous Food Delivery Service to Japan
Uber Eats continues to lead the way in innovative restaurant marketing strategies with its latest announcement of expanding its autonomous food delivery service to Japan in collaboration with Cartken and Mitsubishi Electric.
The six-wheeled Model C sidewalk delivery robots, equipped with advanced AI and obstacle detection technology, can make deliveries at a maximum speed of 3.36 mph, complying with local regulations. With the help of Mitsubishi, the robots have been modified to suit the needs of the Japanese market.
In addition to Uber Eats, several other prominent brands have used delivery robots to enhance their services. Chick-fil-A initiated drone delivery testing at a restaurant in Florida last year. It is experimenting with autonomous delivery robots in a few dining rooms to provide supplemental support to its employees. Meanwhile, Salad Collective, Freddy’s, and Sweetgreen are among the other restaurant companies exploring autonomous delivery.
Source: Engadget QSR Web NRN #Product #Place #AutonomousDelivery
💡 Autonomous delivery offers convenience to customers and reduces the labour costs associated with traditional delivery methods, which can be passed on to customers in the form of lower delivery fees or retained to improve margins. As customers stay informed about the status of their orders through real-time tracking and notifications, this helps build trust.
To effectively communicate the benefits of autonomous delivery to customers, restaurants should highlight the convenience and speed of autonomous delivery and address any safety concerns customers may have. Offer incentives, such as discounts or free delivery, to encourage customers to try autonomous delivery.
Learn more: Customer Experience Trends
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🛎️ Hotel and Travel News
✈️ Business Travel Trends in 2024
Multifaceted travel experiences are a key trend for business travel in 2024, where trips are designed to accomplish multiple goals efficiently (Objective Stacking) and add value to the company and the traveller.
There is a surge of interest in "Executive Field Trips," focusing on nature-based corporate off-sites to foster camaraderie and positive relationships among employees.
Power networking is undergoing a revival, focusing on hyper-focused networking and the resurgence of the “Power Lunch”.
Source: Event Marketer City AM Amex #Product #BusinessTravel #Leisure
💡 To capture the growing business travel market in 2024, hotel marketers should focus on offering amenities that cater to business travellers, such as free Wi-Fi, comfortable workspaces, and look at ways to create lunch/work experiences.
Developing loyalty programs that reward repeat business travellers with leisure rewards can encourage business travellers to return on their own time or extend their stay.
Learn more: Customer Experience in an Interactive Age
📈 OTA Performance & 2024 Trends
Online sales are projected to generate a substantial 76% of revenue in travel and tourism by 2028, as OTAs play an increasingly pivotal role in the booking process.
In 2023, the online travel market reached $521 billion, with estimations foreseeing a remarkable growth to over $1 trillion by 2030.
Booking.com is the most visited travel and tourism website globally, receiving over 554.5 million visits in September 2023 alone.
Trip.com Group has experienced a surge in bookings, reporting a yearly increase of over 70% across its online travel agency platform, with net revenue hitting the $1.5 billion mark for the quarter, a 105% rise on a year-over-year basis.
Airbnb has also demonstrated significant revenue growth worldwide and in different regions, pointing to the continued strength of online travel activity and consumer demand.
Source: PhocusWire DBTF #Price #Promotion #OTA
💡 As OTAs continue to gain momentum, hotels may need to focus on strategic partnerships and targeted digital marketing initiatives to maximise visibility and bookings through these channels, in addition to optimising their own direct booking platforms to remain competitive.
Learn more: Airbnb Market Intelligence
🏨 Acceleration in European Hotel Openings
Europe is set to welcome around 350 new hotels this year, further boosting the continent's hotel construction pipeline, which currently consists of over 1,700 projects. These developments are expected to introduce more than 250,000 rooms to the region, with the majority falling into the "upper upscale, upscale, and upper midscale" categories.
The UK, spearheaded by London, leads the way in hotel development, with 322 pipeline projects, followed by Germany, France, Turkey, and Portugal. Istanbul is the second European city with the most significant pipeline after London.
Source: Business Travel News Europe Etias #Place #Product #Europe
💡 Hotel marketers in these regions should highlight the unique features and amenities that cater to the needs of international travellers.
Develop marketing campaigns that target specific source markets such as the United States, China, Canada, and the GCC. Partner with local tourism boards and travel agents to promote their offerings to international travellers.
Learn more: Hospitality SWOT Analysis
💰 Luxury Hotel Market Resilient to Cost of Living Cutbacks
New data from Hotstats and RSM UK reveals that while UK consumers are cutting back on luxury goods, they're still willing to splurge on high-end hotels and amenities. This trend was seen in both room rates and gross operating profits per available room (GOP PAR), which saw a significant increase for luxury hotels compared to middle-market and budget hotels.
When is comes to amenities
Luxury travellers seek personalised welcome gifts, local flavours, unique mini-bar offerings, and interactive workshops.
Conscious travellers prioritise eco-friendly amenities like bulk bathroom dispensers and local, seasonal restaurant products.
Business travellers and remote workers value comfortable workspaces, high-speed Wi-Fi, free transport services, and flexible check-in/out options.
Families on holiday look for connecting rooms, pet-friendly facilities, and entertainment for kids.
Wellness travellers desire spa facilities, soundproofing measures, and on-demand workouts.
Source: Spa Opportunities Hotel Beds Hotel Tech Report #Price #Product #Luxury
💡 Hotels looking to market to luxury customers should focus on personalised and exclusive experiences. Highlight the unique welcome gifts, local flavours, and interactive workshops that cater to luxury travellers' desires for individualised and immersive experiences.
Consider promoting special VIP shopping experiences, bespoke concierge services, and curated local experiences to convey a sense of exclusivity.
Partner with luxury brands or local artisans to offer unique in-room amenities that align with the high-end preferences of luxury travellers. Highlighting any eco-friendly initiatives or sustainable practices within the hotel can appeal to conscious luxury travellers who value both luxury and environmental responsibility.
Learn more: Luxury All-Inclusive Trends
🏨 Is Branditization of the Hospitality Industry inevitable?
Hilton and Marriott's recent financial results have revealed a promising future for the hospitality industry. With a pipeline of over 3,000 properties each, these global hotel chains are set to dominate the market in the next few years. This trend of "branditization" is not limited to the U.S. but is also seen in the U.K., Europe, and APAC, with a growing ratio of branded to independent hotel rooms.
The pandemic has shown that independent hotels need more resources to keep up with the increasingly tech-savvy travel consumers. This has resulted in a higher dependence on OTAs for bookings, while significant hotel chains have maintained a 4:1 ratio of direct vs OTA bookings. As a result, independents pay significantly higher OTA commissions and need help competing in the digital landscape.
Source: Max Starkov #Promotion #Product #Place #Price
💡 Independent hotels can access improved technology and resources, brand recognition, and loyalty programs by joining major hotel chains, but this may involve paying affiliation fees and complying with strict brand standards.
Conversely, developing their own brand offers autonomy, creativity, and cost efficiency but may present challenges in investing in advanced technology and marketing, gaining recognition, and establishing operational support.
Ultimately, the decision to join a larger brand or develop its own brand requires careful consideration of its goals, resources, and market positioning, as both options come with unique opportunities and challenges integral to the hotel's long-term strategy.
Learn more: Brand Audit Checklist
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Food & Beverage News
Why Britvic’s CMO is marketing ‘ecosystems’ not products (TD)
McCain Foodservice invests £46,000 into street food start-ups (TC)
Barriers to entry: what is holding Japanese wine back? (DB)
Beverage trends: From prebiotic soda to lower alcohol consumption (FN)
The Rolling Stone's rum brand gets US distribution (DB)
The World’s Best Bourbon—According To The 2024 World Whiskies Award (F)
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That’s a wrap for the week! I'd love to hear your feedback and suggestions for future topics.
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