📈 Strategic Intelligence for Hotels & Restaurants in October 2023

Stay ahead of the competition with expert insights from a seasoned Marketing Strategist.

Sep 29, 2023

Are you struggling to navigate the ever-changing landscape of marketing trends and social media platforms?

As a Marketing Strategist with over 20 years of experience, I know first-hand how challenging it can be to keep up-to-date with industry trends, buyer behaviour patterns, opportunities and threats, digital algorithm updates and new social media platform features.

That’s why I’ll send out a handy checklist each month with the strategy adjustments you should consider implementing to stay ahead of the competition and delight your guests.

Get a taste of my expert advice with this complimentary first edition.

Starting in November, this monthly resource will be exclusively available to premium subscribers. Consider upgrading if you’d like to support my work and access the full library of resources.

Marketing Action Plan

Brand Awareness

Hospitality businesses that want to attract customers in the EU should focus on community building and email capture to mitigate any reduction in advertising reach caused by new EU rules governing advertising on social media.

Competitions and giveaways are still effective methods of raising brand awareness. Influencer campaigns should also be used to drive brand awareness in the absence of ads for some Facebook users.

Communications

Create Chatbots to engage Gen Z and younger Millennials better on your website and social media channels.
Update your Communications Guidelines to include information on end-to-end encrypted messages and AI-generated responses.

Community

Explore PayPal Giving Fund as an option for Charitable fundraising at your venue.

Data & Privacy

Update your Data Policies to include AI usage and AI-generated materials.
In light of recent hacking attempts and cyber attacks, Hotels and Restaurants should conduct a full security audit to protect systems and data.
Customer-facing staff should be educated on the threat to help customers avoid being defrauded.

Design

Include QR codes on packaging and OOH advertising to offer customers an immersive ‘phygital’ experience.

Google

Ensure your Google profile is complete with all information to inform Google Bard’s new AI travel tools.
Ahead of Google's 'Mentioned In' snippet rollout, conduct a backlink audit to find out where your site is being mentioned to avoid any nasty surprises.
The most popular cuisines that people are currently searching for on Google are Mexican, Italian, Chinese, Japanese, Thai and Indian.
People are also looking for restaurants serving healthy food and seeking experiences from restaurants and hotels.
The most popular hotel types people are currently searching for are All-inclusive resorts, Beach resorts, City hotels, Spa resorts and Family-friendly resorts.
People are becoming more interested in sustainable travel, and they are looking for restaurants and hotels that are committed to sustainability.

Here are some examples:

Sustainable travel: "restaurants near me that use sustainable ingredients" or "hotels near me that are committed to sustainability."
Experiences: "cooking classes near me" or "hotels near me that offer wine tastings."
Social media: "restaurants near me with good reviews on Instagram" or "hotels near me that are popular on TikTok."

Messaging

Highlight beachfront locations and unique beach experiences for winter sun seekers.
Promote your sustainable practices to potential and current customers. This will help to differentiate your business from the competition and position you as a leader in sustainability.
Take inspiration from brands like McDonald's and tap into Nostalgia marketing.

Product

Develop new products and services that are affordable and meet the needs of budget-conscious travellers.
Look at how you can provide value-added packages for families and groups affected by the cost of living crisis.
Create packages to target visitors from South Korea, China, and Japan. Provide language assistance, cultural experiences, and special offers.
Create strategies and campaigns to attract the growing Digital Nomad segment.
Target customers who are less likely to be affected by economic downturns.

Improve the reach and efficiency of your campaigns on Reddit by using the new suggested keywords tool.

Sales

More people are willing to sign up for paid programs with their favourite brands and influencers. 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.
Implement an upsell program to offer more personalised packages for customers. E.g. Preferred Dining Room Seating, Flowers or Gifts on Arrival, Luxury Amenities, Parking and Bookable Spaces. Train your front-of-house staff on upsell techniques.

Sustainability

Conduct a sustainability audit, including supplier credentials, examining reliance on single-use plastics, sustainable sourcing, and supporting inclusive businesses.

TikTok

Explore TikTok’s new Analytics suite for customer journey and audience insights.
Claim your TikTok channel, even if you aren’t ready to start posting yet - this is the channel hospitality pros need to watch in 2024.

Video

Create High-definition video promotions for use on YouTube Connected TV Ads.
Experiment with 3-minute and 10-minute vertical videos. Topics to try include Employee Interviews, How the Dish is Made, Events Planners sharing Wedding Tips, and Visits to Local suppliers. Walking Tours are popular on YouTube, so experiment on Instagram by showing walking routes from your venues to local attractions or parking facilities.

Do you have a Marketing Question? Email me dawn@dawngribble.com

Here's To Your Success 🥂

Get 30 day free trial