📌 Hospitality Highlights: 28th November 2023

Serving Fresh Marketing Updates, Trends, Buyer Behaviour and Strategic Intel for Hotels, Restaurants and Foodservice

Dawn Gribble

Nov 28, 2023

Welcome to Hospitality Highlights Newsletter brought to you by DG Consulting

🚀 Top Marketing News

📸 Instagram: Now Anyone Can Download Public Reels
🧵 Meta Reveals the Secrets to Engaging Threads
📺 TikTok Users Can't Get Enough of Long Clips
🚫 Snapchat Tests Ad-Free Subscription Tier
📌 Pinterest Releases Luxury Consumer Study

🍽️ Restaurant News

🍕 Beyond Meat Joins Forces with Pizza Hut in the UK
🍗 Popeyes Introduces Wings to Permanent Menu
🌍 Exploring Global Flavours in Comfort-Food Forms
☕ Lavazza Unveils Experiential London Flagship
🍽️ TikTok Creators Serve Up More Food Content

🍷 Food & Beverage News

🥤 Schweppes Launches New Brand Platform
🐄 Beef Market Braces for Consumer Caution in 2024
💻 Coca-Cola Shifts Over 60% of Investment to Digital Channels
👧 Younger Consumers Seek Functional Foods
🚫 Italy Bans Cell-Based Meat

🛎️ Hotel and Travel News

🏨 Hospitality Leaders Stay Confident Amid Challenges
❤️ Omni Hotels Updates Select Guest Loyalty Program
🏆 Hilton Named 'World's Best Workplace'
✈️ Airbnb's Travel Predictions for 2024
𝕏 Expedia, Airbnb and Uber Halt Advertising on X

☕ Let’s Check In!

🚀 Marketing News

📸 Instagram: Now Anyone Can Download Public Reels

Instagram's head, Adam Mosseri, announced a new feature allowing all users to download public Reels globally.

Downloaded Reels will include an Instagram watermark with the account name, similar to TikTok. Users can disable this option in Settings.

Downloaded Reels with licensed audio clips will have no sound, while those with original audio will retain the audio. The company initially rolled out this feature to U.S.-based users in June and has now expanded it worldwide.

💡 With this feature available worldwide, it’s worth reviewing your videos for how they appear without sound - does the same vibe come across? If customers are saving your media on their devices, that’s a strong loyalty and engagement signal, so make sure your brand and messaging is properly represented in your Reels.

🧵 Meta Reveals the Secrets to Engaging Threads

Threads is gaining traction among businesses and users. In her presentation at the CreatorIQ Connect Conference in LA, Meta Marketing Director Jacki Pimentel highlighted the platform's focus on meaningful conversations.

Pimentel says that engagement on Threads is driven by sparking and sustaining dialogues, a departure from conventional metrics.

Business owners are reevaluating Threads as it grows. Its unique focus on positive engagement and encouraging inclusive, constructive conversations sets it apart from traditional social media.

💡 For hospitality companies looking to adapt their content strategy to align with the platform's evolving dynamics, Meta's deliberate efforts to avoid negative content make Threads a great space to be part of.

📺 TikTok Users Can't Get Enough of Long Clips

TikTok is addressing creator monetisation issues by offering more ad options. Creators have been told by the app's executives that longer videos can help them earn more and get their message across.

TikTok users spend half their time watching videos longer than a minute, with creators who post longer videos getting five times more followers.

💡 Will 2024 be the year of long-form TikTok? Hospitality companies should respond by creating longer TikTok videos to see what works best with their audiences.

🚫 Snapchat Tests Ad-Free Subscription Tier

Snapchat has a new subscription tier that doesn't show ads. The Snapchat+ subscription costs $15.99 AUD monthly and removes most Story and Lens ads.

It's not yet available in the U.S., but it's aligned with evolving privacy regulations in Europe, so European users can opt-out.

💡 It's too early to tell how successful this and similar ad-free offerings will be, but it shows how platforms adapt to changing privacy regulations.

I expect to see more premium-tier social media in the future - brands need to start thinking about how they can create premium social content.

📌 Pinterest Releases Luxury Consumer Study

According to a study by PA Consulting, Pinterest is the top destination for affluent, young consumers looking for inspiration and making luxury purchases, with 70% of Pinterest's luxury audience under 35.

A third of luxury shoppers on Pinterest have an annual income over $100,000 and spend 87% more on luxury goods than consumers on other platforms.

Luxury brands like Louis Vuitton and Carolina Herrera use Pinterest to connect with their core audiences looking for inspiration and refinement in their luxury purchases.

💡 If you’re catering to the luxury sector, then Pinterest is a channel you MUST have a presence on; it’s also great for SEO.

🍽️ Restaurant News

🍕 Beyond Meat Joins Forces with Pizza Hut in the UK

Beyond Meat and Pizza Hut are teaming up to introduce a limited-time offering of Beyond Pepperoni in the U.K.

The plant-based pepperoni will be featured on two pizzas and one melt, available in Pizza Hut restaurants across the U.K. starting in January. The introduction of plant-based topping aims to cater to the preferences of meat lovers, flexitarians, and vegetarians, aligning with the growing interest in reducing animal meat consumption among British consumers.

It remains to be seen whether the partnership could expand or if the product could become a permanent menu item.

💡 Have you started planning for Veganuary yet?

🍗 Popeyes Introduces Wings to Permanent Menu

Popeyes Louisiana Kitchen has expanded its permanent menu by adding chicken wings with five flavours: Honey BBQ, Roasted Garlic Parmesan, Signature Hot, Ghost Pepper, and Sweet N' Spicy.

A six-piece order will cost $5.99. the brand is committed to redefining fast food expectations with bold Louisiana-inspired flavours.

Popeyes customers can get a free six-piece order with their smartphone app and a $10 minimum order, with strategic billboards prompting consumers to choose Popeyes for their wing cravings.

💡 With chicken increasing in popularity among Gen Z and Millennials and the demand for bold flavours, this sounds like a winning combination from Popeyes.

🌍 Exploring Global Flavours in Comfort-Food Forms

The National Restaurant Association’s 2024 Culinary Forecast reveals that international flavours in comforting forms are trending on menus.

Over 1,500 culinary professionals ranked over 120 items, with dishes like world-stage soups, global chicken wings, and international BBQ topping the list. Functional and botanical beverages are gaining popularity, with a focus on energy-boosting and health-promoting ingredients.

Social media integration tops macro trends, with operators using platforms like TikTok and Instagram for menu marketing.

💡 Global flavours and street food will be hugely popular in 2024 - what do you have on your menu that fits the bill?

☕ Lavazza Unveils Experiential London Flagship

Lavazza's London flagship store has undergone a significant renovation, offering an immersive experience for customers.

The store showcases exclusive coffee experiences, a signature pastry offering, and an Italian cookery menu by renowned chefs.

Gloria Bagdadli, director of global retailing, said the store will offer customers exclusive ways to take advantage of Lavazza's 1895 Specialty Coffees.

💡 Experiences continue to trend - explore ways you can collaborate with complementary brands to create unique immersive experiences for your customers.

🍽️ TikTok Creators Serve Up More Food Content

TikTok influencers are pivoting to food content, yielding newfound brand partnerships and revenue streams. This shift has seen a 30% increase in demand for food content creators.

Food content has attracted a wealth of opportunities, with food-related videos now getting twice as many views and engagement as other verticals, proving that food-related content is universally appealing to brands and influencers alike.

💡 As TikTok withdraws its creator program, TikTok influencers are looking for more ways to monetise their content.

A good opportunity for brands who want to tap into this highly engaged audience!

🍷 Food & Beverage News

🥤 Schweppes Launches New Brand Platform

Schweppes has launched a new brand platform, "A Sip for your Senses."

The campaign is designed to evoke the sensory experience of opening a bottle of Schweppes to awaken the senses through touch points, including film, audio ads, and street posters.

The campaign, which debuted on 11 November 2023, will showcase Schweppes' new colourful master brand visual identity and will be featured across TV, VOD, OOH, Spotify, and in-store until 2024.

💡 Autonomous Sensory Meridian Response (ASMR) is a trend that has been gaining traction in recent years. It is a physical sensation of tingling and relaxation that is triggered by certain stimuli, such as whispering or soft sounds. Schweppes' new ad taps into the ASMR trend by using audio ads, and other sensory touch points to evoke the feeling of opening a bottle of Schweppes and awaken the senses.

If you want to test ASMR campaign ideas before they go into production, experiment with several Reels to see what clicks with your customers.

🐄 Beef Market Braces for Consumer Caution in 2024

The Rabobank report forecasts continued consumer caution in the beef sector in 2024 due to the ongoing slow global economic recovery, leading to decreased demand for pricier cuts.

According to the report, Asia has yet to see the post-COVID-19 economic rebound, with China promoting value-for-money products over premium products.

Consequently, Australian and South American beef may shift in the short term, but global beef consumers may resist if the US production contracts and prices go up

💡 With beef prices expected to go up, restaurants can mitigate the threat, by adding plant-based dishes with higher margins to their menus.

💻 Coca-Cola Shifts Over 60% of Investment to Digital Channels

Coca-Cola's net revenues increased by 8% in Q3, which led to an upgrade in its full-year guidance. This growth can be attributed to the company's increased investment in digital channels.

In 2019, Coca-Cola spent less than 30% of its total media budget on digital channels, whereas now it spends over 60% of its media investment.

In 2023, campaigns have included generative AI in consumer and non-consumer-facing activities like the recent launch of an AI-designed Coca-Cola flavour. These strategic initiatives are coherent with Coca-Cola's optimistic outlook on growth, supported by strong sales performance and a focus on innovation.

💡 Coke continues to lead the way with Gen Z marketing - this generation is now entering its spending power, so you too should create campaigns that suit this highly-engaged demographic.

👧 Younger Consumers Seek Functional Foods

When it comes to functional food, younger consumers (18-44) prioritise general functional claims, while the older demographic prioritises gut health low calorie, and clean ingredient claims.

38% of younger consumers seek products with functional benefits, compared to 31% of older consumers.

In-store marketing activities remain influential, with 47% of consumers discovering new products through in-store displays. Price reductions also drive trial, as 70% of consumers are inclined to try a new product if they see a price reduction.

💡 Review your messaging with these target audiences in mind.

🚫 Italy Bans Cell-Based Meat

The Italian government has voted to ban the production, sale, or import of cultured meat in the country, citing preserving Italian tradition as the primary motivation. Breaking the law could result in fines of up to €60,000.

Meanwhile, in the US, a Florida legislator has proposed a similar ban on cell-cultured meat, seeking to outlaw its production, sale, holding, and distribution within the state, with criminal penalties for violations.

Some critics say Italy and Florida risk isolating themselves from a burgeoning industry, but supporters say preserving traditional food systems and protecting local economies is vital.

Should cultured meat be banned? Cast your vote (all votes are anonymous)

🛎️ Hotel & Travel News

🏨 Hospitality Leaders Stay Confident Amid Challenges

Hospitality leaders express growing confidence in the sector's future, with 49% feeling positive about the market in the next year, up 4% from August.

62% believe their own businesses have good prospects despite financial pressures. 5% of business owners fear their business is at risk, down from 11% the previous quarter. Christmas will be a crucial time for the industry, with 58% feeling optimistic.

38% of surveyed leaders are worried about the rise in the National Living Wage. However, increased wages might help with staff retention in the sector.

How confident are you feeling about 2024?

❤️ Omni Hotels Updates Select Guest Loyalty Program

Omni Hotels & Resorts has revamped its Select Guest Loyalty Program, offering an "improved experience" based on guest spend and activities.

The new program features updated tier names such as Insider, Champion, and Icon and rewards members with Omni Credits for each night stayed and on-property purchases.

The program focuses on adding value and making it easier for members to enjoy unique perks and achieve free nights. Popular existing benefits from the previous program, such as complimentary Wi-Fi, beverages, and exclusive on-property access, remain unchanged.

💡 Enhanced and premium loyalty programs will take centre stage in 2024 - when did you last conduct a review of your program? Get in touch with me if you need a fresh (and expert) pair of eyes.

🏆 Hilton Named 'World's Best Workplace'

Hilton has been recognised as the World's Best Workplace by Fortune Magazine and Great Place to Work, marking the first time a hospitality company has achieved this honour.

Hilton's President and CEO, Chris Nassetta, attributes this success to the dedication, hospitality, and passion of its 460,000 team members worldwide, emphasising the company's commitment to positively impacting the world.

The company was commended for its diversity and inclusion, wellness, flexibility, and career development efforts.

💡 Encouraging news for the industry, I hope to see more hospitality companies taking the crown in years to come.

✈️ Airbnb's Travel Predictions for 2024

Airbnb's 2024 travel predictions reveal emerging global trends and top destinations for the year.

The list includes Japan, Paris during the 2024 Olympic Games, and Brazil for Carnival. Travellers are also drawn to global adventures and a focus on celestial events like the total solar eclipse.

Airbnb recently introduced "Guest Favorites," a collection of highly-rated homes, wholesome escapes, national parks, amazing views, and iconic cities as top-booked categories for 2024.

💡 As with most trends there is a shift towards the experiential, this needs to be taken into account when you create your campaigns. It’s not about empty rooms and empty tables (as so many social videos seem to be these days) but the atmosphere, the ambience, social media needs to be more immersive and inclusive to connect with customers in 2024.

𝕏 Expedia, Airbnb and Uber Halt Advertising on X

Several major companies, including Expedia Group, Airbnb, Uber, and Disney, have ceased advertising on X following Elon Musk's endorsement of a controversial post perceived as antisemitic.

Expedia Group confirmed the global pause in advertising on X, while Airbnb and Uber halted campaigns worth $1 million and $800,000, respectively.

X may face up to $75 million in lost advertising but stated that only $11 million was at risk as other companies increased their advertising. X has not responded to requests for comment on the matter.

💡 Whether this is a part-time pause remains to be seen, if you don’t already have a Threads account for your business, I recommend getting one set up, even if you don’t need to use it for now.