Carefully Curated Marketing News, Emerging Trends & Strategic Intelligence
Welcome to this week’s newsletter, where I share the latest hospitality news and trends.
In this week’s Hospitality Highlights Newsletter
First Look – Using Threads for Marketing
YouTube Blocks Ad Blockers
YouTube Tests AI Quizzes
TikTok Launches Creative Challenge
Google Ads Editor Has 8 New Features
TweetDeck to Become a Twitter-Blue Feature
Twitter’s New Ad Revenue Share Program Is Close to Launch
Gen-Z Shunning Alcohol for ‘Dry’ Parties As They Prioritise Exercise and Wellbeing
Michelin Star Restaurant Serves Cultivated Chicken
The Biggest Rebrands and Refreshes of 2023 So Far
Coca-Cola Establishes Coke Studio to Tap into Musical Marketing
EU Expected to Reach 98% of Pre-Pandemic Travel in 2023
Chelsea Football Club and Hilton Partner Up for ‘Home Away From Home’
Investors Confident in Sector Growth
How AI Influences What You See on Facebook and Instagram
Customers Want A Personalised Experience – But They Have Data Privacy Concerns
Are You Drinking Pornstar Martinis Wrong?
Hospitality Highlights
First Look – Using Threads for Marketing
Instagram’s Threads app reached over 70 million users in less than 48 hours. Here’s what marketers need to know.
Threads can be easily set up from an Instagram page, which is handy as you won’t need to worry about brand protection. Unlike Instagram, links can be posted on Threads, giving it a mix of Twitter and Instagram feel.
Reposts and Quoted Reposts support reshaping, similar to Twitter and LinkedIn. Searching and filtering features appear limited at the moment. Threads are part of the trend towards more open social networks and are expected to include advertisements eventually.
YouTube Blocks Ad Blockers
YouTube is disabling videos for people using ad blockers as part of a new trial. YouTube is taking these measures to ensure that its content creators are compensated for their work.
The ad-supported model supports a diverse ecosystem of creators and provides access to content for free with ads.
The trial is being tested on a small group of people worldwide with ad blockers enabled. If the trial is expanded, all YouTube users will be forced to watch ads, increasing campaign reach.
YouTube Tests AI Quizzes
YouTube is testing a new feature that allows users to take AI-generated quizzes to test their knowledge on subjects of interest.
These quizzes are designed to help viewers learn more about the topics they are interested in and provide feedback to YouTube on the quality of the videos.
TikTok Launches Creative Challenge
TikTok has launched the Creative Challenge, where Creators can submit video ads to brand challenges and receive rewards based on video performance. Creators have full creative freedom over their ads, unlocking more opportunities for collaboration with brands.
Creators will have access to a dedicated Creator Community group and Mentor Program to connect with other creators and get rewarded. They can check monthly earnings and receive notifications for revisions or appeals.
This means brands can leverage authentic, high-performance, easy-to-use creative content at scale to help drive their performance advertising campaigns.
Advertisers are given up to 30 ad creatives within 10 days created specifically for the TikTok audience developed by creators who truly understand the community.
Google Ads Editor Has 8 New Features
Google Ads Editor version 2.4 is packed with eight new features. Advertisers can now save time, make more informed decisions, and boost the performance of their campaigns.
You can now find all videos in the video asset library. This feature helps advertisers save time and improve the performance of Google Ads campaigns.
The “Overview” tab now shows a summary across multiple accounts. The editor now supports export to or import from Google Drive, allowing advertisers to share files with other users quickly and easily.
Advertisers can schedule their posts for a specified time, and product groups and listing groups can now be added and modified within Editor. All Video campaigns can now directly target YouTube Search and YouTube Video networks.
There is a new setting to turn on or off video enhancements for Video campaigns. And Advertisers can now download previously downloaded campaign item types and optimise downloaded data or the combination of all 3 choices.
TweetDeck to Become a Twitter-Blue Feature
Twitter has announced that TweetDeck will soon be a Twitter Blue exclusive, meaning that users of its native tweet management platform will soon have to pay up to keep scheduling their tweets via the app.
A new version of TweetDeck is now available, including several minor updates. The new elements include an updated tweet composer with all tweet functionality, improved advanced search filters, the option to sort your TweetDeck columns into ‘Top Tweets’ or ‘Latest Tweets’, and video docking.
Twitter’s New Ad Revenue Share Program Is Close to Launch
Creators will soon be able to sign up for Twitter’s new ad revenue share program, which will see revenue generated from ads displayed in their tweet replies shared with them, providing another monetisation opportunity in the app.
Twitter Blue subscribers can sign up for a share of any revenue generated from ads shown in their tweet responses.
Twitter is adding more functionality and options at a rapid rate – hoping to win over more creators with better revenue share and posting options to maximise its opportunities and get more content flowing through the app.
Twitter has added long-form posts (up to 25k characters) and new text formatting options to allow creators to maximise their in-app presence.
Gen-Z Shunning Alcohol for ‘Dry’ Parties As They Prioritise Exercise and Wellbeing
Gen Z is leading a trend of reduced alcohol consumption and embracing mindful drinking, leading to significant growth in non-alcoholic beverages, such as non-alcoholic beer, wine, ready-to-drink cocktails, and spirits.
Gen Z prioritises physical and mental well-being and values authenticity and experiences. They prefer socialising in creative environments and engage in activities that cater to their diverse interests.
The alcohol industry has responded by introducing new formulations targeting various consumption occasions, emphasising functionality and botanical ingredients, making the no/lo landscape innovative and exciting.
Michelin Star Restaurant Serves Cultivated Chicken
Cultivated chicken has made its US debut at the renowned Michelin-starred restaurant Bar Crenn, which removed meat from its menu in 2018.
A new dish made using Upside Foods’ cultivated chicken will be served, marking the first time an American restaurant will sell lab-grown meat.
Proponents of cultivated meat point to the environmental benefits, particularly the reduction of methane emissions from cattle and the ability to produce meat near where it is consumed without killing animals.
One of the biggest challenges for cultivated meat companies is scaling production so that the meat becomes affordable and widely available.
The Biggest Rebrands and Refreshes of 2023 So Far
2023 has been a relatively quiet year for brands, with many companies focusing on short-term uncertainty. However, brand refreshes could lay the groundwork for a marketing resurgence once the uncertainty eases.
Some of the biggest rebrands include Pepsi, which has undergone its first visual overhaul in 14 years, embracing electric colours and a new ‘pulse’ motif. Stella Artois is putting a bigger focus on casual dining in an attempt to court consumers as dinner habits evolve. AB InBev’s Kona beer has undergone a brand refresh, including a new name, Kona Big Wave. The brand is leaning into its Hawaiian heritage, including an association with surfing.
Brand refreshes can help companies stay relevant and appeal to new audiences. They can also help companies differentiate themselves from competitors and stand out in crowded markets. If not executed properly, they can confuse customers and damage brand equity.
Coca-Cola Establishes Coke Studio to Tap into Musical Marketing
Coca-Cola is expanding its involvement with music by creating its own studio, Coke Studio, to produce original songs featuring a variety of artists. The company aims to move beyond traditional music marketing and make authentic connections through music experiences.
Coke Studio will release approximately 25 songs this year, with collaborations from 19 artists. The initiative also includes partnerships with music festivals and digital experiences. Coca-Cola is investing significantly in music and hopes to add value to music culture while moving from traditional advertising to experiential marketing.
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🇪🇺 EU Expected to Reach 98% of Pre-Pandemic Travel in 2023
Travel and tourism in the EU are expected to reach 98% of the pre-pandemic peak, contributing €1.44 billion to the economy and creating over 687k jobs.
In 2022, the sector’s GDP contribution grew by 40.5% to reach €1.37 billion, representing 8.7% of the EU’s economy. The industry has recovered 3.1 million of the 3.6 million jobs lost during the pandemic and saw a significant increase in spending from overseas visitors.
The World Travel & Tourism Council predicts that by 2033, the sector will grow to contribute almost €1.9 billion to the EU economy and employ over 26.3 million people.
Chelsea Football Club and Hilton Partner Up for ‘Home Away From Home’
Chelsea Football Club has announced Hilton as their official global hotel partner, offering extended benefits to Hilton Honors members and serving as the official host for the team.
Hilton will provide accommodations for Chelsea during their summer tour in the United States and offer their world-class service to players and coaches. Through the partnership, Hilton Honors will provide unique experiences to members during the pre-season tour and future matches in London.
The collaboration marks the first time a football club has partnered with Hilton, and both parties are excited about the opportunities it brings.
Investors Confident in Sector Growth
According to new data from Deloitte, the luxury hospitality sector is experiencing strong growth and investor interest.
The hotel industry played a significant role in the global luxury market 2022, accounting for 33.6% of all mergers and acquisitions. 98 deals were made, a 16% increase from the previous year.
49% of investors believe that restaurants and hotels are the sectors that will grow the fastest this year.
How AI Influences What You See on Facebook and Instagram
Facebook and Instagram use AI systems to personalise user experiences.
These systems rank content based on user feedback and behaviour.
Facebook and Instagram have released 22 system cards that explain how their AI systems rank content.
In a nutshell, AI systems predict how valuable a piece of content might be to a user. The prediction relies on app usage patterns, search history, channel and user engagements, and feedback provided by the user. Instagram is currently testing a new feature that allows users to indicate that they are ‘Interested’ in a recommended reel.
Customers Want A Personalised Experience – But They Have Data Privacy Concerns
Twilio has released The State of Personalization Report 2023
Key Highlights
Despite economic uncertainty, it’s encouraging that 69% of surveyed businesses are increasing their personalisation investment.
Businesses recognise the value of personalisation in creating engaging and loyal customer relationships, even in tough times. However, companies must be strategic with increasing competition and a volatile economy.
ChatGPT ushered in a craze for AI and machine learning, and businesses have caught on. However, companies must ensure their models are trained on high-quality data and aligned with their customers’ preferences and values.
Despite the craze, the road to AI adoption is paved with obstacles. The top challenges cited by business leaders include lack of training, security or compliance concerns, poor organisational processes, and data quality. By addressing obstacles head-on, businesses can clear the path for successful AI-driven personalisation initiatives that deliver value across the organisation.
41% of consumers are comfortable using AI to personalise their experiences. As businesses adopt AI-powered personalisation, it’s vital to consider the concerns of consumers who may not be as receptive to the technology. Businesses that can address these concerns are better equipped to establish a strong foundation for successful personalisation efforts.
Trust is a major factor in the success of personalisation efforts – 51% of consumers trust brands to keep their personal data secure and use it responsibly. Businesses can earn customers’ trust by being transparent about data collection practices and respecting consumers’ privacy concerns.
Personalisation is the new black in the business world. It can boost customer satisfaction, loyalty, and ultimately the bottom line.
Gen Z holds distinct preferences and behaviours as digital natives compared to earlier generations and expects unparalleled digital experiences. They are more likely to employ ad blockers to avoid advertising altogether.
Over a quarter of consumers have noticed less targeted personalisation in the past year due to increasing data privacy regulations and Apple’s IDFA deprecation. As advertising practices become more privacy-focused, businesses can improve targeting accuracy and re-establish effective personalisation across digital channels.
Personalisation is no longer just a buzzword but a key strategy for businesses looking to drive customer loyalty and increase LTV.
Personalisation is key to achieving a deeper connection with customers and increasing spending and brand loyalty.
Are You Drinking Pornstar Martinis Wrong?
The Pornstar Martini is the second most-searched cocktail on Google, with a rising interest in how to drink a Prosecco Martini.
There is a debate on whether to knock back the Prosecco as a shot or pour it into the cocktail. Abby Matthews, the director of The Cocktail Co, clarifies that a Pornstar Martini is best served with a Prosecco chaser and garnished with half a passionfruit.
The Prosecco shot should be sipped to cleanse the palate before enjoying the cocktail. Pouring the Prosecco or drinking it after the cocktail is considered incorrect as it can ruin the flavours. Matthews provides three tips to enjoy a Pornstar Martini:
Chilling it to the right temperature
Eating the passionfruit garnish
Properly shaking the cocktail for a smooth blend
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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. Your feedback helps improve our newsletter and provide more value to our esteemed subscribers.
Plus, our Weekly Complimentary Hospitality Highlights Round-Up
Here’s to Your Success 🥂
Last Updated on 4 December 2023 by Dawn Gribble