Hello and welcome to the latest edition of Hospitality Highlights. I’m your host, Dawn Gribble, an independent hospitality marketing strategist with over 20 years of international experience, serving the latest marketing news with a side of expert insights. Here’s a look at what’s inside:
Top Marketing News
- Instagram Now Lets You Edit DMs
- Top Travel Experiences
- Why ‘Surprise and Delight’ Doesn’t Apply to Influencer Gifting
- TikTok Trends Digest: A New Guide to Creating On-Trend Content
- What’s Next for Twitch?
Restaurant Marketing News
- How Eatertainment Restaurants Are Transforming Dining
- DiGiorno’s Rescue Program Uses AI to Turn Pizza Mishaps into Coupons
- KFC UK and Ireland Unveils First Nutrition Progress Update
- Starbucks Debuts 2 Iced Lavender Drinks for Spring
- Pizza Pilgrims Secures B Corp Status
Hotel and Travel Marketing News
- AI Is Fundamentally Changing the Travel Industry
- Who Let the Dogs On? Virgin Australia’s Pets in Cabins
- Check In, Work Out: Hyatt Regency New Collab with Personal Training Platform
- Connaught Bar Unveils First Cocktail Book
- Airbnb Has a New Label to Denote Its Top (and Worst) Listings
Plus Recommendations to Maximise Your Return on Intelligence!
Whether you’re looking to enhance your marketing efforts, stay informed on the latest consumer trends, or keep abreast of the freshest hotel and travel marketing developments, you’ve come to the right place.
Let’s Check In!
Marketing News
Instagram Now Lets You Edit DMs
Instagram has finally added the long-awaited feature of editing direct messages, giving users a 15-minute window to make changes. This update also allows for pinning up to three favourite DMs for easy access and the ability to toggle read receipts on and off. With new DM themes and the option to save favourite stickers, communicating on the platform will be easier than ever. Together, these updates streamline messaging and improve response efficiency, making it easier for marketers to connect with guests in a more personalised and memorable way.
Some welcome updates here: pinning up to three favourite DMs will allow quick access to ongoing conversations with VIP guests, influencers, or stakeholders, which could be particularly useful during campaigns. Turning off read receipts could also be helpful when managing a high volume of messages, allowing your team the time to craft thoughtful responses without the pressure of immediate reply expectations.
Learn more: Instagram Community Management Sources: Meta
Top Travel Experiences
The top ten most sought-after travel experiences, as ranked by luxury travel company Kuoni, are Manhattanhenge – New York, Venice Carnival – Italy, Rio Carnival – Brazil, Day of the Dead – Mexico, Chelsea Flower Show – United Kingdom, Golden Week – Japan, Albuquerque International Balloon Fiesta – USA, Northern Lights in Lapland – Finland, Oktoberfest Germany and Obon Festival, Japan. To rank these experiences, Kuoni compiled a list of events that occur semi-annually or less and then analysed which events received the most Google searches.
The information from Kuoni provides a glimpse into unique travel experiences with high online search volume, but it’s not a definitive ranking of the most sought-after travel experiences in general. However, these findings show that travellers seek diverse and culturally rich experiences that align with global travel trends. Ultimately, the most sought-after travel experiences depend on the individual, which is why it’s so important to have in-depth insights to build rich personas for your target segments. Learn more: Hospitality Buyer Personas Sources: Tempo
Why ‘Surprise and Delight’ Doesn't Apply to Influencer Gifting
Gifting and the issue of wastefulness have been hot topics in the influencer industry, with recent events shedding light on the impact of unprompted gifting and lavish packages. Creator Olivia Marcus took to TikTok to express her frustration with a giant, lipstick-shaped PR package filled with confetti and 19 lipsticks from MAC Cosmetics, calling it “wasteful and gluttonous.” This sparked a conversation about brands’ and influencers’ responsibility to reduce unnecessary consumption and promote sustainability.
@olivialmarcus PR can be done effectively but this is SO wasteful! #prhauls
♬ original sound - Olivia Marcus
With people being urged to minimise their waste and concerns about climate change at an all-time high, this issue is becoming increasingly relevant. According to Statista, the influencer marketing industry is estimated to be worth 21.1 billion USD in 2023, a significant increase from just 500 million USD in 2015. Goldman Sachs predicts that these figures will continue to rise and reach 500 billion USD by 2027.
Hotel and restaurant marketers can embrace sustainable influencer marketing by focusing on unique experiences over tangible items, and opting for digital collaborations. Using eco-friendly merchandise and choosing recyclable packaging is vital. Be transparent about eco-efforts and create a feedback loop with influencers to ensure campaigns remain waste-free and impactful. This approach reduces waste, strengthens brand reputation, and aligns with consumer demand for environmental responsibility.
Learn more: Influencer Marketing Guide for Hospitality Sources: Olivia Marcus Statista
TikTok Trends Digest: A New Guide to Creating On-Trend Content
The TikTok Trends Digest is a monthly series designed for marketers looking to harness the power of current cultural movements. It provides essential insights and tools for creating engaging content that captures viewers’ attention. This series teaches about trends’ four critical elements: visuals, narratives, hashtags, and sounds. It offers guidance on distinguishing between what is “trending now” and what is consistently “on-trend,” encouraging marketers to establish a solid foundation for sustained relevance.
This tool can help hotels and restaurants enhance their brand appeal and profitability while effectively participating in cultural conversations. With an expected reach of 1.8 billion by the end of 2024, TikTok offers unprecedented access to a diverse audience. Users spend an average of 95 minutes on the app, opening it 19 times daily. Distinguishing between what is “trending now” and what is consistently “on-trend” helps in crafting marketing strategies that are both relevant at the moment and sustainable over time, ensuring ongoing engagement and interest from consumers.
Learn more: Hospitality Marketing Trends 2024 Sources: TikTok Business of Apps Hootsuite
What's Next for Twitch?
Twitch is a live streaming platform primarily known for gaming content but has expanded into various lifestyle and entertainment categories. With over 140 million monthly active users and viewers spending an average of 95 minutes daily on the platform, Twitch offers a unique opportunity to build brand awareness and engagement in real time, making it an invaluable channel for marketers aiming to reach a broader and younger demographic. Twitch CEO Dan Clancy recently revealed the company’s plans for 2024 in an open letter. With a focus on helping streamers grow their audiences, Twitch will launch a redesigned app that takes inspiration from TikTok and allows viewers to discover new content easily. Here’s an example of a hotel using Twitch to broadcast its Webcam Live Stream https://www.twitch.tv/hotelantinesaltabadia
Twitch is primarily focused on video game live streaming, so it’s not typical for hotels and restaurants to have a direct presence there. It’s important to note that Twitch’s audience is younger and may not perfectly match the demographics of all hospitality businesses – yet. However it does have browsing categories for “Travel & Outdoors” and “Food & Drink.” Hotel and restaurant marketers can tap into Twitch’s power by hosting live tours, Q&A sessions, or showcasing behind-the-scenes culinary experiences to connect with a diverse, engaged audience. I would also add this channel into your Reputation Management strategy to monitor brand mentions.
Learn more: Gen Z Consumer Fact Sheet Sources: TechCrunch Telefonica Twitch Advertising
Restaurant News
How Eatertainment Restaurants Are Transforming Dining
According to data from Placer.ai, “eatertainment” restaurants, which offer a unique blend of dining and entertainment experienced a 20% growth in visits. This trend is also catching the attention of investors, who see potential in these concepts and the technology behind them. What sets eatertainment restaurants apart is their versatility.
“When you combine casual dining’s intense cost pressures with what is now more than a decade of consistent psychographic data stating modern generations have an appetite for experiences and will spend more to dine with them, it’s created an eatertainment perfect storm,” Robert Thompson – Punch Bowl Social
The intersection of food and technology in eatertainment represents a new frontier in the restaurant industry. With unique concepts, proprietary technology and the support of industry veterans, these establishments are reshaping the dining experience.
Restaurants can offer entertainment that ranges from family-friendly activities like trivia nights, axe throwing competitions, vintage arcade games, mini-golf and themed dinners and upscale experiences such as cocktail-making classes. Don’t forget to offer this to the corporate world, too, for conferences, team building and creative meetings. Learn more: Hospitality Customer Experience Trends Sources: Smart Brief
DiGiorno’s Rescue Program Uses AI to Turn Pizza Mishaps into Coupons
DiGiorno has launched the Pizza Rescue Program, a unique solution to the common problem of damaged pizza during delivery or takeaway. Customers can upload a picture of their pizza to a dedicated microsite which uses AI to analyse the level of damage on the pizza. Based on the analysis, it will offer a digital coupon corresponding to the damage level. If the pizza is up to 30% damaged, the coupon will be good for $1 off. If it is up to 60% damaged, the coupon will be good for $1.50; if it is up to 100% damaged, the coupon will be good for $2.
An interesting concept for improving customer satisfaction by proactively addressing delivery issues and deploying AI for efficient problem-solving. Directly engaging with consumers can certainly increase brand loyalty. However, I wonder about the system’s potential abuse, with customers possibly manipulating photos to claim higher discounts. The tiered coupon system might not fully compensate for the inconvenience of a damaged pizza, potentially leaving some customers dissatisfied.
What do you think? Let me know in the comments
Learn more: How to Attract More Customers To Your Restaurant Sources: Marketing Dive
KFC UK and Ireland Unveils First Nutrition Progress Update
KFC UK and Ireland has introduced its inaugural Nutrition Progress Update, a report outlining the advancements it has made in enhancing the nutritional profile of its menu. Key achievements highlighted include the reformulation of KFC fries, which will reduce approximately thirteen billion calories annually, and the elimination of full-sugar Pepsi, which removes around eight billion calories each year from its offerings. KFC has expanded its selection of meals under 500 calories, including rice boxes, salads, and Twister Wraps. In collaboration with the youth activist movement Bite Back, KFC has embarked on behavioural intervention trials to encourage healthier eating habits among customers, particularly during lunch.
KFC’s approach reflects growing consumer demand for healthier eating options and accountability from food service providers. Restaurants should note KFC’s proactive steps to improve menu nutritional profiles and increase transparency in food and beverage offerings. Promoting health-conscious menu options and publishing insights into nutritional content can satisfy the increasing consumer demand for healthier eating choices and position the chain as a responsible and forward-thinking brand.
Learn more: Why Communication is So Important on Social Media Sources: KFC
Starbucks Debuts 2 Iced Lavender Drinks for Spring
Starbucks is bringing a touch of spring to its menu with two new lavender-flavoured iced drinks. These limited-time offerings (LTOs) are targeted towards Gen Z and Millennial customers. This move comes as Starbucks focuses on its cold beverage category, which accounted for 75% of its drink sales in Q3 of 2023. On their recent earnings call, Starbucks highlighted this category’s strength due to a generational shift towards cold coffee among younger customers.
While Starbucks is known for its successful seasonal LTOs, such as the iconic Pumpkin Spice Latte, it remains to be seen if these lavender drinks will become a recurring option. For restaurant marketers, this trend towards cold beverages is a reminder to stay on top of evolving consumer preferences and to offer limited-time specials with experimental flavours to entice a curious younger audience. Tropical flavours like pineapple, passionfruit, mango, dragonfruit, and papaya are predicted to be popular in 2024, offering a sweet-tart zing and supporting energy levels. Floral and botanical flavours, including hibiscus, lavender, rose, and the emerging honeysuckle, are also gaining traction, adding complexity and a touch of novelty to beverages. The combination of sweet and spicy is expected to increase, with innovative pairings like smokey vanilla, chocolate sriracha, mango habanero, and chilli pineapple offering unique taste experiences. Learn more: Flavour Descriptors Sources: Starbucks Nutritional Outlook
Pizza Pilgrims Secures B Corp Status
Pizza Pilgrims has achieved B Corp certification. B Corp certification is a designation that a business meets high standards of social and environmental performance, accountability, and transparency. It offers a competitive advantage by distinguishing a company as socially responsible, which can attract customers, employees, and investors who prioritise ethical practices. To align with B Corp’s values, Pizza Pilgrims amended its corporate governance to prioritise stakeholder accountability. Founder Thom Elliot expressed his long-standing aspiration to join the B Corp movement, aiming to leverage it as a guide and inspiration for making Pizza Pilgrims a force for positive impact. Other brands and restaurants with B-Corp status are Hawksmoor, Jamie Oliver Group, Sipsmith Gin, Innocent Drinks and Blacklock.
Given the increasing consumer demand for ethical and sustainable practices, other restaurants should consider pursuing B Corp certification. Aligning with consumer values and expectations can boost a brand’s reputation, foster loyalty among socially conscious customers, and positively impact financial performance.
Learn more: The Importance of Brand Values Sources: Food Service Equipment B Corp
Hotel and Travel News
AI Is Fundamentally Changing the Travel Industry
The use of AI in the hospitality industry is a growing trend that cannot be ignored. According to Charuta Fadnis of Phocuswright, this technology has already significantly impacted providers and customers, with around 80% of people aware of its importance. However, there are differences in the level of comfort and usage across countries and age groups. At the ITB Berlin Convention, Fadnis highlighted the potential for AI to revolutionise customer experience and increase revenue. Looking ahead, Fadnis also discussed the possibility of virtual agents and a comprehensive One Travel app taking over bookings for travellers. Google Maps is a promising candidate for this service.
Generative AI has the potential to transform customer experiences and elevate hotel revenue through personalisation, automation, and improved efficiency. The data can also inform pricing strategies, streamline operations, and uncover insights into customer preferences.
Learn more: Generative AI: What Hospitality Leaders Need to Know Sources: ITB
Who Let the Dogs On? Virgin Australia’s Pets in Cabins
Virgin Australia is considering a new program that would allow small cats and dogs to travel in the cabin with passengers on some flights. While this may sound exciting for pet owners, many details still need to be worked out before the service can be launched. Questions remain about how the airline will deal with potential safety issues, and some passengers may be concerned about allergies or other issues associated with pets in the cabin. If Virgin Australia gets approval from the Civil Aviation Safety Authority (CASA), this would be the first major Australian airline to get approval.
An increasing number of pet owners are travelling with their furry companions, with a growth of 37% annually. These pet owners prioritise pet-friendly stays, with over 50% looking for accommodation that welcomes their pets. This presents an opportunity for hotels to improve their competitive edge in the market by appealing to this niche segment of travellers and increasing loyalty among pet-owning customers. However, safety should always be a top priority, and any new pet services should be thoroughly evaluated and clearly communicated to customers before their implementation.
Learn more: Hospitality Trends 2024 Sources: The Guardian Condor
Check In, Work Out: Hyatt Regency New Collab with Personal Training Platform
Hyatt Hotels Corporation announced an exclusive collaboration between the Hyatt Regency brand and Future, a personal training platform, to enhance guest wellbeing. This partnership will provide customised virtual workouts for World of Hyatt members and guests at 26 Hyatt Regency hotels and resorts in the U.S. Future’s trainers will design the workouts to suit each hotel and resort’s fitness centre and equipment.
As travellers increasingly prioritise their wellbeing and seek ways to maintain their routines while away from home, hotels should consider creating innovative wellness packages, drawing inspiration from the latest trends in wellness travel. Incorporating biophilic design into hotel spaces can enhance guests’ connection to nature, improving overall well-being. The Japanese concept of forest bathing, known as Shinrin-yoku is all about immersing yourself in the atmosphere of the forest. It’s not about physically bathing in water, but rather a practice of connecting with nature through your senses. Shinrin-yoku is about slowing down and quieting your mind. The goal is to be present in the moment and absorb the sights, sounds, and smells of the forest. Creating a green area is good for guests and the ‘gram – particularly for city hotels. Tailoring wellness programs to both the guests’ individual goals and the destination’s unique characteristics allows for a more personalised and impactful wellness experience. Learn more: Luxury All-Inclusive Trends Sources: Hyatt Afar EHL National Library of Medicine
Connaught Bar Unveils First Cocktail Book
The Connaught Bar, located in London Mayfair’s five-star hotel The Connaught, is set to release its first book next month featuring 100 of its signature cocktails. Led by award-winning mixologist Agostino Perrone. The book “The Connaught Bar: Recipes and Iconic Creations” will provide readers with a detailed look into the bar’s most famous recipes. The Connaught Bar has been continuously recognised as one of the best bars in the world, most recently at the Tales of the Cocktail Foundation’s Spirited Awards. With its global availability, this book showcases the creativity and expertise of the bar’s team. Other successful books from hotels include The Ritz London: The Cookbook and The Waldorf Astoria Bar Book
With the release of this book The Connaught will boost its visibility and affirm its position as a leader in cocktail culture. A hotel should consider publishing its own book when it has unique stories, expertise, or culinary excellence to share that can enhance its brand image and guest experience. Publishing can be strategically timed to coincide with a significant anniversary, a brand revamp, or a notable story worth telling that aligns with current market trends. Topics could range from behind-the-scenes looks at hotel operations, historical anecdotes, and collections of guest experiences to signature recipes from the hotel’s restaurant or bar.
Learn more: Hospitality Customer Experience Trends Sources: The Spirits Business
Airbnb Has a New Label to Denote Its Top (and Worst) Listings
In its latest update, Airbnb has introduced a new top property badge for the top 25% and top 1% of properties based on metrics like ratings, reviews, and customer service. The platform has also added a badge for the bottom 10% of properties to indicate low quality, resulting in the removal of 100,000 properties from the platform since April 2023. Users can now also sort reviews by lowest rated and most recent or highest rated. Introducing a badge for low-quality properties and removing listings that consistently fall short incentivises hosts to maintain high standards, ensures a better overall guest experience, and protects Airbnb’s reputation. The clear identification of top-rated properties helps build trust among guests.
By introducing new badges to recognise the top 25% and top 1% of properties and identifying the bottom 10%, Airbnb is significantly raising the bar for quality and reliability. Hotels can use this to differentiate themselves by emphasising their consistent quality and services that may surpass those of lower-rated Airbnb properties.
Hotel marketers can analyse Airbnb reviews, especially lower-rated ones, to identify common customer complaints or pain points. This insight can then be used in marketing messages to highlight how their hotel addresses these specific issues, such as offering guaranteed cleanliness standards, 24/7 customer service, or amenities that Airbnb properties might lack. For example
Cleanliness: You’ll enjoy daily professional cleaning services and fresh linens every time you stay with us.
Misleading or Inaccurate Listing Descriptions: What you see is what you get. No unwelcome surprises, just comfort and reliability
Check-in: Enjoy a smooth start to your stay with our 24/7 front desk service and hassle-free check-in any time, day or night.
Poor/Missing Amenities: Enjoy our high-speed Wi-Fi, fitness centre, and complimentary breakfast.
Learn more: Airbnb Market Intelligence Sources: Airbnb
Last Updated on 1 April 2024 by Dawn Gribble