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 experience. 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.
Here’s a glimpse of what’s inside:
Digital Marketing News
- Meta Exploring Innovative Features for Verified Subscription
- Instagram Pilots ‘Spins’ to Boost Trend Engagement
- Reddit Introduces Business Growth Toolbox
- Gen Z Prefers Instagram, TikTok Over Google in Local Searches
- X Premium+ Users and Organisations Can Post Articles
Restaurant Marketing News
- Brands Add ‘Special Trip’ Menu Items
- Alchemist Restaurant to Host Dinners on the Edge of Space
- Jollibee Launches Exclusive Jolly Merchandise Shop
- Last-Hour Surge in Cancellations for Takeaway Orders
- Domino’s Unveils £4 Lunch Deal and Decade Growth Plans
Hotel and Travel Marketing News
- Google Tests Adding Website Links to Hotel Search Listings
- Potential Impact of U.S. TikTok Ban on Travel Industry
- Sustainability Matters: European Traveller’s Eco Preferences
- Travelodge Introduces 85 Bar Café Concept for Guests
- Roblox’s ‘Qatar Adventure’ Draws 7.1 Million Visitors
Marketing News
Meta Exploring Innovative Features for Verified Subscription
Meta is collecting feedback on exclusive features for its Meta Verified program subscribers, such as link sharing in Reels. This is highlighted in an online survey seeking user input on potential paid services—including enhanced content protection, expedited ad reviews, and improved support—Meta is said to be exploring several incentives, including special verification badges and privileges, to drive adoption. (CM)
Sharing links in Reels could directly promote hotel and restaurant services and menus. My tip? Audit your current social media content and engagement strategies. Consider how features like link sharing could integrate with your videos, refresh content where there’s an opportunity to add a link and give the Reel a glow-up with new effects and music. Remember, just having a link isn’t enough. Engaging content, clear calls to action, and proper targeting are essential!
Instagram Pilots 'Spins' to Boost Trend Engagement
As app researcher Alessandro Paluzzi discovered, Instagram is trialling “Spins,” a feature for Reels that lets users remix content by altering audio or adding text. This tool aims to enhance user collaboration and broaden reach with each iteration. Spins mirrors the flexibility of meme templates, encouraging users to inject creativity into trending Reels. Still in testing, its potential for boosting engagement and innovation within Instagram’s community is notable, offering fresh collaborative opportunities. (AP)
Instagram’s “Spins” offers brands a creative way to boost engagement through user-generated content (UGC) and influencer partnerships, inviting diverse interpretations of Reels that can expand brand visibility. UGC serves as authentic, digital word-of-mouth, often more trusted than traditional ads, by showcasing real user experiences. Encourage your followers to remix Reels and share these takes to boost brand perception with genuine, shared experiences. Spins would be a great way to ask customers questions like “What drink would you have with this dish?”
Reddit Introduces Business Growth Toolbox
Reddit has announced Reddit Pro, a new, free toolset aimed at helping businesses engage with their community. Currently in beta, Reddit Pro provides an interface for businesses to participate organically or alongside ads, with a full launch planned for March. (RI)
Reddit offers deep engagement in niche travel and food communities for hotels and restaurant brands. The key is contributing value and engaging in discussions. Reddit users are known for scepticism towards marketing, and overtly promotional content will likely be downvoted or ignored. Genuine interaction with users can be more effective than traditional advertising on Reddit. The platform is best used as a site that offers honest opinions, insight, and feedback. Building trust and a positive reputation within Reddit communities takes consistent effort and quality content creation.
Gen Z Prefers Instagram, TikTok Over Google in Local Searches
A recent SOCi report indicates that Instagram and TikTok are now more popular than Google for Gen Z individuals searching for local businesses, with 67% and 62% preferences, respectively. While still preferred by older generations, Google ranks third at 61%. This shift towards social media platforms for local business searches signals a potential challenge to Google’s search dominance. In response, Google has updated its services, including incorporating the Gemini AI model into Google Ads. (MD)
TikTok is undoubtedly popular with Gen Z, boasting a large user base in that demographic. While traditional SEO remains important for reaching a broader audience, including older generations, incorporating a social media strategy that includes platforms like TikTok and Instagram is essential for comprehensive online visibility and engagement. Create content for TikTok and Reels that answers questions at each buyer journey stage. Experiment with different video formats and track their performance to determine what works best. When you’ve found the winning recipe, invest in advertising to boost brand impact. Use location tags, local hashtags, and keywords to attract searchers in your area.
X Premium+ Users and Organisations Can Post Articles
X has rolled out a new feature, Articles, enabling Premium+ subscribers and verified organisations to create long-form content with enhanced text formatting, integration of X posts, and multimedia embedding akin to platforms like WordPress or Medium. Articles expanded upon last year’s update that increased the character limit for posts to 25,000 for paid users, with Articles allowing up to 100,000 characters. Features include bulleted lists and hyperlinking. (TC)
This could be highly beneficial for hotels and restaurants who want to share blogs, press releases, new menus and more.
Restaurant News
Brands Add 'Special Trip' Menu Items
Restaurant brands are introducing new specials to encourage special trip intent. Potbelly has debuted a six-pack cookie box, available in-store and online, aiming to simplify the sharing and gifting of cookies. In related dessert innovations, KFC unveiled a Colonel’s Homestyle Brownie. Meanwhile, Taco Bell experiments with a Churro Chillers shake and a chocolate taco in collaboration with Salt & Straw. Wendy’s introduces a Cinnabon breakfast option, Shake Shack pilots desserts for potential afternoon boosts, and Burger King Canada brings a Hershey’s Sundae Pie to its menu. (NRN)
Restaurants can attract customers and create excitement by offering unique, limited-time desserts and special menu items. Collaborations with other brands can also provide fresh, buzzworthy menu additions. The dessert trends predicted for 2024 focus on innovative and collaborative treats that mix nostalgia with modern twists. Churro Chillers Shake and Hershey’s Sundae Pie are great examples of the trend toward memorable and shareable desserts.
Alchemist Restaurant to Host Dinners on the Edge of Space
Chef Rasmus Munk of Copenhagen’s Alchemist restaurant is collaborating with SpaceVIP to craft meals for Space Perspective’s luxury space-bound balloon capsules. These capsules, part of the Spaceship Neptune project, promise an eco-friendly journey to the edge of space, with launches planned from Florida in 2025. Fashion house Ogier will provide bespoke outfits for passengers using advanced textiles. A highlight meal, “Memories of Sakura,” developed with MIT’s Maggie Coblentz, will be served during the six-hour flight, costing US$495,000 per ticket. (GT)
Jollibee Launches Exclusive Jolly Merchandise Shop
Jollibee has unveiled its inaugural online merchandise store, Jolly Merch Shop, offering an exclusive selection of streetwear and accessories. The range includes t-shirts, sweatshirts, sweatpants, bucket hats, beanies, tote bags, among other items. The shop will feature staple pieces available throughout the year and limited-edition products available until sold out. Luis Velasco, Jollibee North America’s Senior VP and Marketing Head, highlighted that the collection reflects the brand’s playful essence, “Whether you’re going out on the town or simply relaxing at home with friends and family, we’re thrilled to offer our fans this stylish, creative extension of the Jollibee brand.” (FSH)
Restaurant merch can boost loyalty, brand awareness, and revenue. But plan strategically! Offer high-quality items that reflect your brand and connect with customers. Look beyond clothing and consider kitchenware or limited-edition food items. Promote online and track sales data to adapt your offerings for success.
Last-Hour Surge in Cancellations for Takeaway Orders
A study highlighting the economic effects of takeaway order cancellations on UK restaurants revealed a higher likelihood of cancellations in the final operating hour—1.74 times more than other times. About 20% of orders and 31% of cancellations occur in this last hour. Evening rush hours (6-9 pm) saw the most cancellations despite accounting for 36% of orders. In the early hours (10 pm-10 am), there is a disproportionate number of cancellations compared to the number of orders they share. This issue leads to a loss of 0.66% to 1.33% in weekly takeaway sales for UK restaurants, translating to a £66 to £133 loss on a £10,000 weekly revenue. (RNR)
Restaurants can take several measures to deal with late-night cancellations. One solution is to simplify the menu during periods of high demand, which can improve efficiency and reduce the likelihood of cancellations. Another is to review and adjust the operating hours to avoid last-minute rushes. Offering incentives for earlier orders, such as free delivery, bundled meals, or discounts, can also be effective. Finally, promoting “early bird” deals and highlighting the kitchen closing times can be a great way to encourage customers to order earlier.
Domino’s Unveils £4 Lunch Deal and Decade Growth Plans
Domino’s has announced a new £4 lunch offer for its UK and Ireland customers, alongside ambitious expansion goals for the coming years. This deal aims to attract customers at various times of the day and coincides with Gregg’s plan to open an additional 160 stores. The company credits its strategic advancements and value offerings for recent sales and profit growth, thanking its franchisees and staff for their contributions. Early 2024 saw strong performance, with Domino’s Uber Eats trial and new store openings, contributing to a 5.7% sales growth and an 11.1% revenue increase in FY23. (FEJ)
Value-based pricing like Domino’s £4 lunch deal can attract customers during off-peak hours. Similar deals could help takeaways level out demand and increase sales. Social media, emails, and in-store promotions can highlight the value. Partnering with delivery services can improve visibility. Careful pricing is needed to avoid cannibalising existing sales, and maintaining quality is vital to ensuring long-term brand strength.
Hotel and Travel News
Google Tests Adding Website Links to Hotel and Restaurant Search Listings
Google is testing the addition of direct links to hotel and restaurant websites on Google Search hotel and restaurant listings. (SER)
This update could really shake things up. Travellers win with easier booking and potentially better deals. OTAs might need to focus on curated experiences to compete. For hotels and restaurants, this means potentially more direct bookings, stronger customer relationships, and more control over branding, potentially saving on marketing costs. I’ll keep you posted on this development.
Potential Impact of U.S. TikTok Ban on Travel Industry
In response to national security concerns, the U.S. House passed a bill requiring TikTok’s parent company, ByteDance, to divest TikTok to non-Chinese ownership within six months. If the bill becomes law, potential legal challenges are expected. According to several legal experts, a broad TikTok ban would violate the First Amendment due to the platform’s role in disseminating news. However, the consensus among some is that an outright TikTok ban in the U.S. is unlikely due to its economic impact and popularity. (PW)
A potential TikTok sale due to security concerns could disrupt the travel industry. Travel content thrives on the platform, inspiring millions. While an outright ban is unlikely due to economic factors and free speech concerns, a forced sale could lead to uncertainty and a temporary content and platform shift.
Sustainability Matters: European Traveller's Eco Preferences
A new Accor report reveals that 71% of European travellers consider sustainability crucial in their travel choices, with a notable preference for hotel stays despite climate change influencing booking decisions. Even with cost-of-living concerns, 54% expect a higher travel budget in 2024, particularly in Poland and Germany. Italy leads in prioritising sustainable travel options, followed by Spain and Poland. Travel frequency may decrease due to climate concerns, with shifts towards less flying and choosing sustainable accommodations. (HM)
Eco-conscious Europeans crave sustainable stays. Highlight your green practices, such as LED lights, smart thermostats, local partnerships, and food producers or eco-tour operators for sustainable activities, and back up claims with certifications like LEED or Green Key. Target eco-travellers with discounts for green choices and emphasise the value of your eco-efforts. Offer a comprehensive webpage detailing your hotel’s commitment to the environment.
Travelodge Introduces 85 Bar Café Concept for Guests
Travelodge has unveiled its new 85 Bar Café concept in select locations as part of a comprehensive brand overhaul involving millions in investment. This initiative, sparked by insights from consumer studies, aims to meet the evolving preferences of today’s travellers. Reflecting Travelodge’s origins in 1985, the revamped Bar Café offers a contemporary, inviting environment for eating, socialising, or working, serving guests and visitors alike with an all-day menu that includes various dining options, snacks, and beverages alongside value deals like a £14 Meal Deal and selections catering to dietary needs. (BDC)
Travelodge’s Bar Café revamp, informed by customer research, is a smart growth strategy. Modern spaces, all-day dining options, and value-driven menus cater to today’s budget-conscious consumer seeking convenience. This positions Travelodge well against other budget hotel chains and potentially threatens local establishments struggling in the current economic climate.
Roblox's 'Qatar Adventure' Draws 7.1 Million Visitors
The “Qatar Adventure” experience on Roblox attracted 7.1 million visitors over seven weeks, immersing players in Qatari culture and landmarks. A survey revealed that 78.5% gained new insights into Qatar, with 86.8% interested in visiting in person. Highlights included virtual visits to Lusail Stadium and engaging with Qatari traditions like pearl diving. The venture significantly boosted international interest in Qatar, offering virtual and educational engagements. (DN)
Qatar Adventure’s success has sparked interest in virtual cities within the metaverse. This approach promotes tourism and allows users worldwide to explore different cultures. Popular cities such as Seoul and Helsinki have already created virtual versions, and this trend is likely to grow as more countries engage with a global audience through digital experiences.
Last Updated on 1 April 2024 by Dawn Gribble