Your Guide to Paid Media Targeting: Geofencing, Retargeting, and Lookalikes

in General Marketing Insights by Hawthorn Editorial

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f you’ve never spent time managing paid media before, dipping your toe into the world of digital ad targeting can feel overwhelming. While it may seem like a massive undertaking for your marketing team, targeting is the key to ensuring your paid campaigns not only reach people, but also reach the right people — those who are most likely to book your property, venue, or service. Here, we break down three key aspects of paid media targeting that can help you reach the audiences that are most likely to convert.

1. Personalized Retargeting Ads

What It Is

Retargeting involves reaching out to audiences who have interacted with your online presence in some way. They might have visited your website or clicked on an ad, but they haven’t progressed far enough down your marketing funnel to provide an email or phone number.

(A quick aside: While you might see the phrase “retargeting” used interchangeably with “remarketing,” they’re not quite the same. Remarketing is about reengaging people who have already provided their contact information — by booking in the past, signing up for your newsletter, or filling out a partial booking. Because you have their email addresses and phone numbers, you can reach these folks via email campaigns, text messages, or push notifications.)

How It Works

So, how do you reach these anonymous yet interested audiences? To activate retargeting ads for your brand, you’ll need to add tags to your website that use cookies and pixels to track visitors and their behavior. (You may want to consider using a third-party service to manage the technical aspects of this process.)

Your retargeting list might include anyone who’s visited your website in the last three months, if you want to cast a broader net. Or, fine-tune it by showing personalized ads to visitors who clicked into specific landing pages on your website — like your special offers page — but didn’t take the final step to book. Once you’ve got your list, you’re ready to run a campaign targeting the audience through display ads and social media ads on platforms like Facebook, Instagram, and LinkedIn.

There’s also a strategy called search retargeting. Google Ads lets you retarget visitors to your site when they’ve also searched for a relevant phrase. So, instead of targeting people searching for “beach resort” or “outdoor wedding venue,” you can target only those who have visited your website and also searched for that keyword.

The Benefits

  • It’s always a good idea to help people find something they were already looking for. That’s why the average click-through rate for retargeted ads is approximately 10 times higher than for standard display ads.
  • Retargeting allows you to stay in front of your audience, so they won’t forget your brand when they’re ready to book.
  • With retargeting, you can personalize your ads according to visitors’ behavior on your site — such as serving an ad featuring images of your best-loved dishes to anyone who’s visited your restaurant landing page.

2. Geotargeting and Geofencing

What It Is

Geotargeting allows brands to zero in on audiences and deliver ads based on their location (city, state, or zip code). It utilizes a virtual boundary to trigger personalized ads or actions in real-time when a user enters or exits a specific “fenced” area.

How It Works

Geotargeting works by using a person’s device data (generally their IP address or GPS data) to determine their geographic location and deliver customized content or ads. Geofencing employs software to create a virtual boundary around a real-world geographic area. When a location-enabled device, like a smartphone, is within this digital perimeter, it triggers a pre-programmed action (think: sending a notification, alert, or ad directly to the user’s phone).

The Benefits

  • Geotargeting enables you to reach people in your area, which can be useful for a range of marketing campaigns. Hotels could advertise in zip codes within driving distance of the property to promote last-minute specials, or target even closer areas with ads for the restaurant or day spa. A destination marketing campaign, for example, might target a statewide audience to encourage local tourism to a specific city or region.
  • Hotels and resorts can deliver ads to people in specific locations, like a ski resort, county fair, or another local attraction near you, encouraging them to extend their stay in the region.
  • Through geofencing, you can advertise to people who have already booked your service — and offer them a discount (or other incentive) for repeat business.

3. Lookalike Audiences

What It Is

You know a lot about existing customers — their interests, traits, behaviors, and especially the fact that they love your business. So ideally, what your brand needs is more people like them! Lookalike targeting increases your customer base by targeting populations with similar profiles.

How It Works

You provide a sampling of your repeat visitors to ad platforms like Meta, TikTok, and Google, which use their algorithms to identify new individuals who share the same characteristics (and deliver your ads straight to them).

The Benefits

  • Rather than throwing spaghetti at the wall, you’re honing in on the people who are most likely to engage with your content, and ultimately, convert. Lookalike audiences typically have a higher average click-through rate than other audiences, sometimes by as much as 90%, according to CustomerLabs.
  • You don’t have to work hard to gather the first-party data you need to run lookalike campaigns — it’s all right there in your CRM, customer email lists, and website visitor history.
  • By expanding your reach to a relevant audience, you’re growing brand awareness among people who will probably love what you have to offer, but might not have otherwise encountered your service.

Need some help getting started? Book a consultation with our team of digital marketing experts.

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Storytelling Still Sells: 3 Essential Elements of Narrative Marketing

in Event Venues, General Marketing Insights by Hawthorn Editorial

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umans are hardwired to respond to stories. From Greek myths to reality TV, stories hook us emotionally, intellectually, and chemically — research shows that stories trigger the “feel-good hormone” oxytocin in the brain, while reducing levels of the stress hormone cortisol. There’s also a phenomenon known as “narrative transportation,” in which we become so engaged in a story that we feel as if we’re inside it.

Stories (and the emotions they evoke) are a huge driver in consumer decision-making. They’re also more memorable than data: In a marketing study conducted at Stanford, only 5% of people who were given a business pitch were able to recall any of the statistics included, but 63% of attendees remembered the stories. So, it makes sense that brands have been tapping into the power of storytelling in marketing since we first came up with the concept of buying and selling.

Storytelling in Marketing: A Very Brief History

Once upon a time, ads on papyrus were discovered in the ruins of Pompeii. In the 1800s, paperboys called “newsies” sold papers by shouting the day’s headlines in the street. Procter & Gamble peddled soap by creating radio dramas to carry its ads (hence the “soap opera”). Nowadays, every other TV commercial features a miniature story arc. (For one beautiful, wordless example of storytelling with a surprise ending, check out this Mayo Clinic “Road Trip” ad.)

Even as marketing strategies have become increasingly sophisticated over the centuries, it’s still the stories that people respond to. What is social media but a humongous collection of very, very short stories? The glut of options and the rising tide of AI-generated content have only increased the value we place on authentic storytelling.

Here are three impactful ways to infuse more storytelling into your marketing approaches for your destination.

Tell Your Brand Story

In general, marketing works best when it’s about the consumer — what they’ll experience at your property and how it will provide a “solution” to their “problem.” But there’s a big exception to that rule: your brand story.

Your brand story is the narrative of your brand over time. Think of it as the “who, what, where, when, and why” (essential elements of every story!).

  • Who you are: Give a sense of the real people who guide and care for the property. Names and faces, please! Share your values, motivation, and vision for the destination.
  • Where your brand came from and when it began: its history, origins, and key milestones. Has your hotel or resort been in one family for decades? Is it a newly hatched dream come to fruition? Trace your brand’s origins back to its inception, including any challenges it’s overcome along the way.
  • What your property is like: Share concrete details and images of the physical site and the environment around it, including how it’s changed and evolved over time, as well as less tangible aspects, like its unique atmosphere or offerings.
  • Why consumers should care: Here’s where you can shift the focus to your audience. Explain how your brand’s values and evolution inform what guests will experience when they stay at your property.

Once you’ve laid out the elements of your brand story, make sure that content is front and center on your About Us webpage — ideally with both historical and current images of your property and the people involved. Your brand story should also be woven throughout your marketing, informing your messaging, visual identity, and social media presence.

You can also hone in on aspects of your story in a custom in-room magazine that brings your brand identity to life. This long-form medium is the perfect place for all types of storytelling — plus, print magazines are making a comeback right now.

Create an Emotional Arc

How can you transform straightforward promotion into evocative storytelling? The key is to create narratives that tap into the emotions of your audience, allowing them to place themselves into the “action,” so to speak.

For guidance, let’s turn to the Hero’s Journey, a centuries-old story framework that tracks the arc of the protagonist’s transformation through 12 distinct steps. Here’s how a few of those steps can translate to storytelling in marketing for hotels, resorts, and destinations:

  • The Call to Adventure: Show the moment when your protagonist feels the urge to leave their familiar surroundings and venture into the unknown. This is the “problem” in the problem/solution equation. Maybe it’s the first paragraph of a blog post about an engaged couple who needed the perfect venue for their huge extended family but kept running into obstacles — until they found you, of course. The call to adventure could even be a simple call to action or a subject line of an email you send in January: Ready to escape the midwinter blues?
  • Crossing the Threshold: This is where the hero/heroine leaves the known world behind and crosses into the unknown, often encountering tests and trials along the way. You could depict this threshold literally, in a short video taken from the guest’s perspective that shows what it’s like to arrive at your site and what you’ll encounter when you take the first step inside. Be sure to note the ways you make the “crossing” easier, with special offers or introductory packages.
  • The Reward: Your guest has stepped out of their known world, navigated the barriers to arrival, and now they can immerse themselves in the fabulous rewards of their vacation. Show what this feels like in evocative words, lush images, and immersive video that tap into the senses and activate the brain’s reward system.
  • The Road Back: The protagonist begins the journey home transformed — in this case, rested, reenergized, and determined to come back soon. Here’s where you can describe the restorative experience your property offers and share guest testimonials (more on that below).

Your in-room magazine is a great place to utilize this storytelling framework, but you don’t have to incorporate all of these steps into every story — each one can also be a mini story in itself.

Share Other People’s Stories

User-generated content (UGC) — guest testimonials, videos, and reviews — is a foundational aspect of storytelling in marketing. UGC is one of the most meaningful ways to build authenticity, trust, and brand authority, all of which are vital for standing out amidst a crowded digital landscape.

Guest stories can generate up to five times more sales than paid ads, so you’ll want to showcase your glowing testimonials as much as possible. Here’s how:

  • Feature UGC on social media: Regularly share guest testimonials, images, and videos on your brand’s social media platforms. This fosters a sense of community and encourages other guests to share their favorite moments from staying at your property or destination.
  • Create a story gallery on your website: Design a section on your site where you collect and display user-generated content. Then, direct audiences to this central hub via email and social media posts.
  • Tell a longer story: Follow up with guests who leave particularly moving or engaging reviews — if they had an amazing experience at your destination, they will probably be excited to share more details. Craft a narrative or Q&A, publish it on your blog and in your in-room magazine, and share it in email campaigns and on social media.

Need help brainstorming how to bring storytelling into your marketing strategy? Here’s how our content team can help.

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How Event Venues Can Attract Micro-Weddings

in Event Venues by Hawthorn Editorial

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ittle weddings are becoming a big trend. Today, more and more couples are seeking intimate celebrations that allow them to feel fully present, connect with each of their guests, and savor every moment of their special day, rather than having it all go by in a blur.

The average wedding size dropped to 66 in the early days of the pandemic, and while it’s expanded again since, it’s still lower than it was 20 years ago (116 guests in 2025 vs. 153 guests in 2007). That opens a window for hosting wedding parties on the lower end of that range — say 50 guests or under.

Marketing micro-weddings requires highlighting the personalized, unique experiences that your venue can offer small groups. Here, we’re sharing a few ways you can tailor your promotional efforts to target couples who prioritize quality and memorable details over a large guest count.

Personalized Packages with Special Perks

Elegant custom touches are more feasible in terms of time and finances when they’re created for a smaller guest list. Entice couples planning micro-weddings with thoughtfully curated packages that they can personalize to their liking.

  • Design tiered offerings: Create different package options and levels, ranging from an intimate “elopement” package for just the affianced pair and their closest family and friends to an extravagant weekend for a few dozen guests. You can create and share an “a la carte” menu from which couples can pick and choose, with items like a welcome breakfast, a farewell brunch, guided hikes, and lots more.
  • Brainstorm unique add-ons: Work with a calligrapher who can create one-of-a-kind invites, signage, personalized place cards, itineraries, and menus. You can also assemble welcome boxes for each guest that include special items from your property and region — think: little jars of local honey and jam, a card offering a complimentary pedicure at your spa, and seasonal keepsakes like monogrammed handwarmers for a winter wedding or sunglasses for a summer event.
  • Showcase all the options: To get the word out, create downloadable guides, blog posts, and image carousels on your website that demonstrate how your venue can be customized to suit each couple’s unique micro-wedding vision. Include details about what’s included in each package, along with estimated price ranges.

Spectacular Decor in Unexpected Places

Not having to outfit a massive ceremony site or ballroom means more opportunity to go big with decorative statements in smaller, more unique spaces.

  • Shine the spotlight on special corners of your property: If there are beautiful places on your property that aren’t naturally conducive to larger groups, take a second look to see how smaller groups could use them for micro-weddings. Many venues are full of unexpected spaces that are perfect for creating separate mingling areas — like a library within a large historic estate, courtyard nooks, or galleries. Showcase unique spots on-site, such as a private garden, a cozy fireplace, or a stunning natural backdrop.
  • Shoot and share virtual tours: Create professional, panoramic virtual tours that allow couples to explore the space remotely. Highlight key features, such as the ceremony site, cocktail area, and any unique architectural details. You can also make seasonal versions of the tour to show how the venue transforms throughout the year. Here are more ways to market your wedding venue.
  • Tap into real-life micro-wedding content: Avoid stock photos and instead partner with past clients and their photographers to showcase authentic photos and videos on your website and social media accounts. This demonstrates the venue in action with real couples, guests, and decor, making it easier for potential clients to visualize their own wedding at your venue.

Thoughtful Entertainment and Activities

At smaller weddings, couples often opt to forgo many of the traditional wedding elements, including common entertainment options (such as dancing to a DJ), to really customize the event and make it their own. Here are some ways to give the couple and their guests unforgettable experiences.

  • Make it playful: Lawn games are an excellent go-to when it comes to micro weddings, because they’re small enough that everyone can participate. Stock up on the classics, like bocce ball, horseshoes, and life-size Jenga and chess, plus some fun, trendy new options: Crossnet, a four-way volleyball game with a unique cross-shaped net, and PaddleSmash, which combines elements of pickleball and Spikeball.
  • Bring in solo performers and artists: Wandering magicians, aerialists swinging over the guests’ heads, a classical trio tucked into a leafy corner— unexpected venues call for surprising, special entertainment. Tap into your regional artistic or theater community for ideas and recommendations, and be sure to share images and videos of their work on your social media.
  • Find fresh ways to capture memories: Video booths offer guests a fun way to leave messages for the happy couple that will become cherished digital keepsakes. Go beyond standard photo booths to 360-degree photo booths, which capture guests from all angles, creating dynamic footage that they can share using the couple’s micro-wedding hashtag. A live painter could capture the event in real time, or a fashion illustrator could create stylish sketches of the couple and their guests as a fun favor.

Elaborate Food and Drink

When couples don’t have to feed a huge crowd, that means more room for a creative and detailed menu.

  • Plan customized, multi-course menus: If your venue handles the food, your chef can work personally with the couple to create a completely customized menu that takes into account their group’s preferences, allergies, and even sentimental dishes, like a favorite appetizer Grandma used to make. This may amount to the same level of work as preparing food and beverages for a larger group, so be sure to set prices accordingly.
  • Partner with local experts to bring in memorable food options: Does your venue have connections with a local winery or distillery that could provide a custom tasting? Or is your area big on gourmet food trucks? Establish relationships and partnerships to create custom offerings that couples can factor into their micro-wedding package.
  • Make the food an experience: Host a local wine-tasting session that allows guests to socialize and discover new wines while enjoying a sophisticated activity. Instead of a traditional bar, offer an elevated experience with a bar dedicated to craft cocktails, sushi boats, or fresh oysters.

Need help brainstorming and marketing micro-wedding ideas? Our creative team of strategists, brand experts, writers, designers, and more can help. Contact us to schedule a consultation.

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The 2026 Big 3 in Marketing: GEO, Authenticity, Trust

in General Marketing Insights by Hawthorn Editorial

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t sounds like an oxymoron, but research shows it’s a fact: The more we use AI, the worse we feel about it. A 2025 global study found that fewer than half (46%) of respondents around the world trust AI systems — a statistic even lower than in a previous study conducted in 2022.

The strongest marketing strategies in 2026 will find creative ways to address consumers’ mixed reactions to AI by leveraging technology while focusing on what matters to humans. Three of the key elements in this approach are GEO, authenticity, and trust.

1. GEO: Generative Engine Optimization

First there was SEO, then there was AEO (answer engine optimization), and now there’s GEO — generative engine optimization. GEO is starting to play a prominent role in content marketing, so understanding what it means and building an effective GEO strategy will be critical for your 2026 marketing plan.

Going Beyond Featured Snippets

While AEO strategies help your content appear in featured snippets and AI-powered searches, GEO takes it to the next level: optimizing content so it can be easily crawled and summarized by large language models (LLMs), outside of traditional search results. To put it another way, AEO is about providing a quick, short answer to a frequently asked question, while GEO is about being a reliable source that helps generative AI (genAI) formulate meaningful long-form responses. That’s why establishing your domain authority and thought leadership is crucial to GEO.

Tapping Into Travel Planning

About two-thirds of travelers are using genAI to help them research destinations and plan itineraries, so it’s vital to get your content in the mix. The goal of GEO is to help AI assistants and chatbots (like ChatGPT, Gemini, and Claude) recognize the authority of your content and draw from it when generating conversational responses, step-by-step guides, and other in-depth interactions. The key is to create and share content that showcases your brand as the expert on your destination and region, the experience travelers will have when they stay with you, and what they need to know before and during their trip.

Using GenAI to Reach GenAI

Weird but true: Generative AI models can provide you with tools and insights that boost the chances of your content being referenced within those models. For example, you can use genAI to create tables, graphs, and images, which in turn attract AI bots because they present material in ways that are easy to crawl and digest. You can also provide genAI with data, quotes, and statistics that build credibility around your brand, increasing the likelihood that your content will be cited by genAI in other conversations. It’s a little like the ouroboros, the ancient symbol depicting a snake or dragon eating its own tail. In fact, there’s a concept called “the ouroboros AI effect” — the idea that AI systems will be continually trained on their own outputs in a never-ending cycle of information exchange.

2. Authenticity

While AI can make people’s lives (and travel planning) easier, they aren’t willing to sacrifice that sense of human connection. While they might find you through a chatbot, once they get to your site or follow your social media accounts, make sure they get a sense of your brand’s unique personality. Here are some ways to showcase the authenticity of your brand in your 2026 marketing strategy.

Have Real Conversations

Communicate with your audiences as much as possible. Always respond to comments on your social media, and initiate interactions, too. You could ask followers to share their favorite item on your menu, weigh in on naming a new event space, or vote for a fragrance for your in-room bath products. When you post on social media or send promotional emails, consider including an introduction or sign-off from a real person who works at your property and is uniquely equipped to answer a particular question. Here are more ideas for creating authentic content.

Own Your Imperfections

If you receive consistent negative feedback about an aspect of your property, don’t give a canned reply — let them know you’ve heard them, make a change that shows you listened, and then let everyone know. You could even build an ad or email campaign around your nimble responses to criticism, whether it’s extending the pool hours, bringing back that lava cake everyone loved, or replacing the showerheads in your guestrooms. Think: “5 Changes We Made Because You Asked Us To.” Nothing says human like imperfection, and owning up to it and trying harder will endear you to your audiences.

Showcase Your Experts

Authenticity is all around you — so put it on camera! Livestream a cooking class with your chef in your sunlit kitchen or a gardening how-to with your landscape designer in a blossoming rose garden. Capture your mixologist coming up with a new seasonal cocktail. Ask your Instagram followers to submit questions for your concierge, and then share a video of them answering the queries one by one. Interview your general manager or CEO about what’s next for your property. This is all great content for organic and paid social media posts, emails, and your website.

3. Trust

Data breaches, deepfakes, text scams, AI hallucinations — there are minefields everywhere in the online world. While that may seem less relevant to resorts and hotels than it does to banks or healthcare companies, every brand with an online presence should strive to make people feel safer right now. Think about it: Most new visitors book sight unseen, and the trust you build at a distance will help them feel comfortable taking the leap.

Transparency

Be transparent about your processes and policies. If you’re using AI in your marketing, booking process, or elsewhere, explain how and why you use it. Make sure your hotel’s pricing and cancellation policies are easily accessible and clearly explained on your website, with no confusing language or legalese. Your marketing team might not be involved in setting these policies, but it should take the lead in communicating them effectively.

Privacy

Consumers are increasingly unwilling to engage with companies that don’t protect their data. To assure them that you prioritize their privacy, publish a comprehensive privacy policy on your website that explains what data you collect (and why), how you use and store it, and who you share it with. If you use third-party platforms on your site for booking or partner with other brick-and-mortar companies (tour guides or transportation providers, for example), check that they all have strong data protection policies in place, and share that information with your guests as well.

Ethics

Walk the talk: Don’t just tell people about your values, show how you’re putting them into practice. If you highlight sustainability in your marketing — such as using renewable energy or energy-efficient systems — share third-party data and certifications that validate your success in going green. Showcase your partnerships with local farms, nonprofits, and community initiatives by interviewing key people in the orgs and posting the videos on social media. You could even create a dedicated section on your website where you detail your ethical commitments and share your progress on goals.

What’s great is that the top three goals for 2026 marketing are closely interwoven, so what you do to support one area will benefit the others. For example, communicating authenticity through expert interviews builds trust with your audiences. And if your experts not only speak specifically about your property, but also address general questions about their areas of knowledge, that’s good for GEO, too.

Ready to get started on building a solid marketing strategy for 2026? Our team can support you with every aspect of your 2026 marketing, from content to search optimization to branding. Get in touch today to schedule a consultation.

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5 Ways to Market Your Property for Spiritual Travel

in Hotels & Resorts by Hawthorn Editorial

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hat do travelers really want from their vacations (particularly Gen Z and Millennials, who are quickly surpassing older generations in terms of travel spending)? Many of them are seeking a classic vacation experience, focused on relaxation, family bonding, or adventure. But today, a growing percentage of younger travelers are seeking journeys that enhance their sense of meaning, connection, and spirituality.

Cultural and spiritual travel often focuses on religious destinations, like ancient churches or sacred sites. This type of tourism isn’t just about religion, though — personal growth, cultural exploration, and health and wellness are all paramount for this group. In the digital age, young people are yearning for experiences that allow them to access deeper emotions and new self-discoveries. “Travelers, especially Millennial and Gen Z, are motivated to book thoughtful, meaningful trips this year,” says Audrey Hendley, President of American Express Travel, in the company’s 2025 travel trends report.

Even if your property doesn’t seem like an obvious fit for cultural and spiritual travel, you might be missing innovative ways to bring those qualities and offerings to the forefront of your marketing presence. Here are five strategies for highlighting and promoting the cultural and spiritual experiences available at your hotel, resort, or destination.

1. Create Wellness Packages

Tap into your existing resources to build a full immersion experience centered around health, wellness, and deep relaxation. Your package can include treatments at your on-site spa or a local day spa, wellness services such as Ayurvedic treatments or yoga therapy, and guided mindfulness walks on the beach or through your gardens.

Once defined, promote your wellness package on your social media channels in creative ways — like a mini guided meditation video shot on your iPhone or high-quality imagery of products featured in your spa. Make sure to feature your new offering prominently on your website’s special offers page. You can also craft an email campaign for former guests that shares offer details.

2. Put the Focus on Nature

Research shows that experiences of awe enhance mental and physical health, and the most awe-inspiring gifts tend to come from a connection with nature. As Ralph Waldo Emerson wrote, “In the woods, we return to reason and faith.”

To attract spiritual travelers seeking this type of transcendent experience, highlight the natural beauty of your property or a nearby destination (think: scenic trails, ponds, and green areas). Invest in high-quality videos and imagery for your website and social media — oceanside or mountain views with dramatic lighting, textural black-and-white photos, or panoramas of striking natural attractions.

3. Host Spiritual Retreats

If you don’t have what you need for a spiritual travel experience on-site, consider finding those resources locally and bringing them to your property. Connect with yoga and meditation teachers, personal growth speakers, and writing or art teachers who can craft a retreat customized to your destination and your demographic.

Then, target that demographic through social media, email campaigns, and blog posts, and collaborate with the retreat or workshop presenter to cross-promote and reshare content with their followers. Create urgency around registration by sending reminders that highlight the unique nature of the event and emphasize the limited capacity for participants.

4. Partner with Local Cultural and Environmental Organizations

Environmental and cultural experiences are high on the list for spiritual travelers. Reach out to organizations in your area that would welcome partnerships to increase their visibility and support network, such as organic farms, museums, heritage preservation groups, and cultural societies. They can offer a range of experiences for your guests, from guided tours and artisan workshops to traditional performances.

To market these cultural vacations, collaborate on promotional strategies with the participating organizations. This might take the form of social media content, email campaigns to both audience lists, and outreach to nationwide interest groups that may be drawn to your specific offering.

5. Offer Tranquil Immersions

When it comes to spiritual travel, sometimes the most powerful experience is about connecting with yourself. To craft and market immersive interior journeys, highlight the tranquility and privacy of your location — maybe it’s the perfect place for a beachfront morning yoga class or a peaceful afternoon meditation session in the garden.

Consider adding on quiet hours, secluded room options, and guided mindfulness walks to support guests’ desire to journey within themselves. You could also work with a travel influencer who aligns with your brand’s style and focuses on cultural and spiritual travel.

Want to revamp your marketing strategy to appeal to younger, experience-seeking travelers? As seasoned hospitality marketers, we can help! Reach out to our content marketing team — we’ll work with you to craft an effective strategy tailored to your property.

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6 Ways Hotels and Resorts Can Encourage Last-Minute Bookings

in Hotels & Resorts by Hawthorn Editorial

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here’s a “carpe diem” moment happening in travel right now. While some jetsetters are still planning high-budget vacations months in advance, there’s a growing segment of travelers who are making last-minute bookings whenever their schedules open up. Spontaneous luxury travel can range from couples’ escapes and off-the-cuff celebrations to family trips and long weekend getaways.

Wondering how to effectively market your property for a short-notice trip? Here, we explore content ideas and marketing tactics to ensure your property is well-suited for last-minute bookings.

1. Pile On the Perks

Last-minute travelers are looking to make the most of every moment, so make sure to highlight just how much they’ll get to experience within a short time at your destination. Try adding these perks to their booking:

  • Offer a spa package for spontaneous travelers that includes one or more services. You can also highlight wellness amenities available on-site, like your pool, sauna, and fitness center.
  • Since short-window bookers don’t have as much time to research your region, consider offering a customized vacation itinerary that features local nature highlights and cultural attractions. As a bonus, include complimentary tickets to museums or popular events happening in your area.
  • Craft and promote a complimentary culinary welcome experience that helps guests transition into vacation mode right away. Depending on their arrival time, that might be afternoon tea, a glass of champagne by the pool, or a signature cocktail before dinner.

2. Reach Out to Your Region

Last-minute travelers tend to stay a bit closer to home — one study found that they book destinations 580 miles from home on average, compared to an average of 900 miles for those who have been planning their trip well in advance. Here’s how to reach travelers who may be heading your way from just a few states over:

  • Run geo-targeted ads on Facebook and Instagram for users within a specific radius of your hotel.
  • If your email list includes addresses, put together an email campaign promoting the advantages of short-term bookings and target nearby zip codes.
  • Feature local seasonal festivals and other special events happening near your property. You could even offer a special discount code associated with the event.

3. Entice Return Guests for a Spontaneous Visit

Reach out to former guests! After all, they are more likely to make a short-window booking since they already know how much they love your destination. Here are a handful of ways to tempt them with a spontaneous getaway:

  • Create an email drip campaign that reminds them how much they loved their visit — and showcases how great it would be to come back! Share updates about recent renovations, new menu items, and other enticing upgrades.
  • Return guests are also more likely to browse your website occasionally to check on what’s new. Use banners, pop-ups, and clear, simple calls-to-action throughout your site to advertise last-minute offers.
  • Consider offering an exclusive discount code for returning guests who book within a short, specified timeframe. Share that code via email, social media, and even texting (if you have an opt-in SMS marketing option).

4. Post Special Offers on Social Media

Last-minute travelers tend to be younger (40 percent of them are under 35, according to the U.S. Travel Association), so social media is a great place to catch them. Here are some ways to attract short-window bookings on Instagram and TikTok:

  • Use your channels to promote flash sales and special offers with visuals (aim for a healthy mix of photos and videos) that quickly convey the vibe of your destination.
  • Experiment with captions that appeal directly to the urge to book last-minute, like “No weekend plans? Now you’ve got some” or “If not now, when? Book now for next week and save 10%” (or whatever discount you’re able to swing).
  • Focus on what matters to Gen Z and Millennials, like the nightlife in your city or the family-friendly aspects of your property. Here’s more on marketing to specific generations.

5. Feature Testimonials from Last-Minute Bookers

User-generated content (UGC) is a powerful way to sway travelers who want to feel confident about investing in a somewhat impulsive decision. High-quality guest reviews can build trust and encourage them to take the leap and click “book now.”

  • Showcase recent positive reviews on your website, especially ones from new guests who were pleasantly surprised — ideally, visitors who had a last-minute booking and were supremely satisfied by their decision.
  • Post Instagram carousels featuring quotes and influential testimonials from recent guest reviews.
  • Engage guests during their stay by offering a way to connect (think: a designated hashtag or a prompt at checkout). Then, reshare the content when they post about their amazing getaway at your hotel or resort.

6. Showcase Your Property as the Ideal Last-Minute Booking

Ultimately, what short-window bookers are seeking is an impromptu escape from their everyday, whether that’s full-on relaxation, adventure and activities, or time to slow down and connect with family.

  • Do you have an award-winning spa at your property? How about a top-notch culinary team? Whatever your secret sauce is, make sure your brand’s differentiator is front and center in your marketing. (Here are some approaches for finding and expressing your unique brand identity.)
  • Use high-quality images and short-form video throughout your site and social channels to communicate what it feels like to be there — and how removed it is from the daily grind.
  • Share real, authentic images of guests having fun and relaxing together (avoid stock as much as possible!). One way to do this is by having a photographer capture images at on-site weddings or other events. You can even offer guests a discount or free images in exchange for signed releases allowing you to use their images in your promotional materials.

Need support putting these last-minute booking tips into practice? Reach out to our content marketing team — we’ll work with you to craft an effective strategy tailored to your destination.

RELATED READING

How to Optimize Your Instagram Content for Google

in Search Marketing by Hawthorn Editorial

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mong Gen Z, social media is now the number-one search engine, with 41% of the generation turning to platforms like TikTok and Instagram to find what they’re looking for. Now, the line between search engines and social media platforms is dissolving even more. As of July 2025, Google is able to crawl and index content directly from Instagram.

This means that Instagram posts, captions, Reels, carousels, and other content from public business and creator accounts can now appear in search results on Google (and Bing, too). Alt text for images and even public comments can be indexed as well. So, it’s time for businesses to start optimizing their Instagram content for Google.

The good news is that Instagram SEO isn’t all that different from traditional website SEO or AEO (Answer Engine Optimization — the practice of making your content appealing to chatbots). Just like these approaches, optimizing your Instagram for search engines involves simple, effective strategies like using the right keywords in your captions and profile, adding descriptive alt text to images, and ensuring your bio is clear, concise, and informative.

Here are some best practices and tips for optimizing Instagram content for Google and Bing.

1. Let Your Profile Do the Most

This is a great moment to review your brand’s bio and username with fresh eyes, paying close attention to where you can improve your searchability. Here are a few tips:

  • Make sure your bio is clear and concise: This is where you lay out your 150-character elevator speech about who you are and what you do, incorporating relevant keywords that your target audience is likely to search. There’s not a lot of space here to play with, so make sure you get the basics in, whether that’s “luxury beach resort in paradise” or “modernist NYC hotel with gourmet dining.”
  • Be strategic when choosing or changing your username (aka handle): Your username should be relevant to your property and niche, easy to remember, and intuitive for users to search. If you’re not 100% happy with it, be thoughtful about whether it’s worthwhile to change it — while tweaking your handle won’t remove followers or create a new account, it can negatively impact brand awareness and cause some confusion among your followers.
  • Make your account searchable: Your account must be set as public to allow search engines to crawl and index your content. To make sure that’s the case, go to Settings in your profile, then to Privacy, and toggle off the “Private Account” setting. Also in privacy settings, enable the option to “Allow public photos and videos to appear in search engine results.”

2. Remember That Content Is Key(word)

Images and videos support SEO by encouraging users to spend more time on a page or post — higher “dwell times” signal value to search engines. That said, words are central to any strategy for optimizing visibility in search. Here are some ways to use content to boost your Instagram’s searchability.

  • Gently incorporate keywords in your captions and graphics: Include relevant keywords and phrases, but don’t overdo it — keyword stuffing is noticeable even in long-form content, so overuse of particular words and phrases will stick out even more in short captions. Consider experimenting with longer-form captions: You can go up to 2,200 characters, but only the first 125 are visible without clicking “more.” Be sure to include an attention-grabbing hook up front that entices your followers to reveal the rest.
  • Add descriptive alt text and filenames: Alt text (short for alternative text) is a detailed image description that gives a picture for users with visual impairments. But since alt text can be crawled and indexed, it’s another opportunity to thoughtfully insert keywords. The same goes for the filenames you use for the images and videos you upload to Instagram. You can also include optimized subtitles or text overlays on videos and Reels.
  • Use hashtags to help you get discovered: Try a mix of broad and niche hashtags to expand your reach and make your content more easily discoverable. You can balance the basics (like #resorthotel, #beachlife, #adventuretravel) with more specific tags that describe your particular property or destination (#ecotourism, #sparetreat, #couplesescape).

3. Think of Your Instagram Posts as Mini Landing Pages

  • Crosslink your content: Send your Instagram “links in bio” back to your website, and vice versa. Increased traffic to both platforms pushes your content further up in the Google rankings.
  • Provide all the info they need: Seek to both inform and engage. Include vital details about your property and offerings within posts — from restaurant hours to upcoming deals — while maintaining your brand’s authenticity and unique voice.
  • Share your Insta content everywhere: Feature your Instagram posts and graphics on your website to increase visibility and engagement, building your follower count (and your SEO along with it).

4. Do Your Geography Homework

It’s all about location, location, location. Here’s how to increase visibility for your destination using Instagram SEO:

  • Use location tags: Say it with us: Always add relevant location tags to your posts. This is one of the most essential tips for optimizing your Instagram content on Google.
  • Shout out your location in content: Mention where your property is located in Instagram captions, alt text, and graphics to reinforce local SEO, along with longer-range visibility.
  • Align your Instagram details with your Google Business profile: Make sure your business name, address, and contact information are consistent across your Instagram and Google Business profile.

5. Keep Track of What’s Working

Whenever you put a strategy in place, it’s essential to also build in ways to measure its performance. That means setting up KPIs (Key Performance Indicators — the data points that will determine whether your campaign was a success) and ensuring you have ways to track those KPIs. Here are some tools that can help:

  • Google Search Console: Once you verify your Instagram content with GSC, you can use this free service to glean insights into how your Instagram profile and its content are performing in Google Search via impressions and clicks.
  • Instagram’s assessment tools: You can use Instagram Insights to monitor your reach, engagement, and audience demographics. It’s a free tool within the app — specifically tailored for business and creator accounts — that provides data about your profile and content performance.
  • Adding tracking code to links: To measure traffic coming from Instagram through Google Analytics, add UTM parameters to the URLs you share on the platform. These parameters aren’t a direct measure of your content’s rankings in search, since they track users who go directly to your website from Instagram — but watching it over time can give you clues about whether your Instagram SEO strategy is helping to build followers and web traffic.

Hawthorn Creative’s SEO and social media experts can help you step into the brave new world of optimizing Instagram content for Google search. Learn about our SEO solutions and contact us to schedule a consultation.

RELATED READING

10 Social Media KPIs You Should Track (and Why)

in Social Media Marketing by Hawthorn Editorial

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aintaining a strong social media presence for your brand requires creativity, consistency, and thoughtful audience targeting. But once you do all that, how do you know if it’s working? Which social media KPIs (Key Performance Indicators) will help you understand whether your channels and accounts are growing, reaching the right people, and generating conversions?

Here, we look at the 10 key social media KPIs that can help you measure the effectiveness of your content and campaigns. And remember, measuring is just the first step: Gathering data is useful only when you take the time to analyze it, consider the story it’s telling, and distill it into a set of directives for upleveling your content and your strategic approach.

1. Engagement Rate

This metric looks at how frequently your audience interacts with your content through likes, comments, shares, saves, and other reactions. A high engagement rate indicates that your content is resonating with your audience and offering value, entertainment, or useful information in the midst of the endless scroll. In other words, it’s the difference between getting passed over for an Oscar and “You like me, you really like me!” Travel marketers will want to keep an eye on industry benchmarks, too — on Instagram, the average engagement rate for hospitality brands is 3.1%, and Facebook hovers around 1.3% (according to data from Hootsuite).

2. Conversion Rate

Conversion is the holy grail of your social media strategy. When your followers “convert,” it means they’re moving farther down the marketing funnel — following your call to action and taking the next step, whether that’s visiting your website, submitting a form, calling, or even making a reservation at your destination. A good conversion rate is proof that your social media content is effectively guiding users towards your desired action. You’ll need to be intentional in setting up tracking tools on your site, forms, etc., to make sure you’re getting the information you need to accurately assess conversions.

3. Reach

This social media KPI shows you the number of unique users who have seen a specific piece of content, whether it’s a post, story, or ad. Tracking your reach helps you understand the scope of your potential audience, how aware users are of your brand, and can provide insights into whether your paid ads are reaching the right demographics.

4. Impressions

Impressions refer to the total number of times your content (posts, ads, etc.) is displayed on a user’s screen, regardless of whether they actually see or engage with it. While reach measures unique users who see your content, impressions measure all views, which means one user who saw your post three times would register as three impressions — and that user might not be engaging or converting. This metric gives you a sense of the potential for engagement with your audience, but it needs to be combined with other social media KPIs to give a true picture of your strategy’s success.

5. Follower Growth

The saying “grow or die” applies to social media as well as other aspects of business development. Monitoring the rate at which you’re gaining followers lets you know whether your content is attracting new audience members — a fundamental goal of any social media marketing strategy. Think of it in hospitality terms: The guests who return every year and spread the word about your destination are foundational to your business, but they probably can’t keep it afloat on their own. You need to keep expanding your customer (and follower) base.

6. Average Watch Time (Video Content)

If your content includes video (and it definitely should!), be sure to track metrics like average watch time, in addition to views and completion rate. Keeping an eye on the total time your Reel or video was played can help you determine if your content is engaging enough to keep your audience’s attention, or if users are scrolling away from your video after just a few seconds. You’ll want to use this data to inform future video content creation: Do you need to focus your efforts on creating longer or shorter videos? Which type of video content is performing best — inspirational? Informative? Behind-the-scenes glimpses of your property?

7. Click-Through Rate (CTR)

CTR refers to the percentage of users who click on your content when they see it, rather than scrolling on by. It gives you insights into audience engagement and how relevant and interesting your messaging is for these users. Taking a close look at CTR data can help you tweak targeting, content, or calls to action. It’s the best way to track whether your posts are grabbing users and encouraging them to find out more.

8. Cost Per Click (CPC) and Cost Per View (CPV)

If you’re running paid social media campaigns as well as organic (ideally, your strategy includes a mix of both), you’ll need to keep a close eye on how they’re performing. Cost per click is a metric used in online advertising to determine the cost of showing your ad by measuring what brands pay to a publisher (like Meta) for every click. While you can afford to experiment with out-of-the-box approaches in your organic posts, CPC and CPV are tied to your budget, so you’ll want to identify areas where you might be overspending and adjust to optimize your ROI (return on investment).

9. Customer Satisfaction

Customer satisfaction on social media is often measured using the Customer Satisfaction Score (CSAT), which gauges how happy customers are with a product, service, or interaction. CSAT is typically measured through surveys or feedback requests, often using a rating scale like 1 to 5 or 1 to 10. You’ll need to set up your own customer satisfaction measurement tools — you can use the pre-built survey templates offered by various platforms and customize them to fit your property’s needs.

10. Response Rate

Social media response rate measures how quickly and consistently your business responds to customer inquiries, comments, or mentions on the various platforms. A good response rate indicates a company is attentive to its customers, while a low rate can signal poor customer service (which can negatively impact brand loyalty). This KPI gives you insight into whether you need to adjust staffing and role responsibilities to prioritize faster response times and individualized replies.

Our social media experts can help you translate your social media KPIs into a strategy for driving more engagement and bookings across your channels. To get started, schedule a social media consultation with our team of hospitality marketing experts.

RELATED READING

How Does TikTok Fit into the Marketing Strategy for Luxury Brands?

in General Marketing Insights by Hawthorn Editorial

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sing TikTok to market luxury brands might seem like an oxymoron. The app is probably best known for promoting weird trends (ever heard of Sephora kids?) and bizarre challenges (remember when all the teens were eating Tide Pods?), but TikTok isn’t just the domain of the young. In fact, more than half of TikTok users (51%) are between the ages of 25 and 44 — a segment that’s increasingly prioritizing luxury travel and high-end destinations.

So, how do you use TikTok to expand your property’s reach and increase bookings? As with any social media marketing strategy, authenticity, storytelling, and focusing on your target generations are the keys to building a strong connection with users and showcasing your destination’s unique value. Here are five recommended approaches for using TikTok to market luxury brands

1. Know Your Target Audience

Millennials and older Gen Z are leaving budget travel behind in favor of experiences that are both memorable and comfortable. By 2030, these age groups are expected to account for 60-70% of luxury purchases. These generations respond to marketing that feels genuine and personalized, and they place high value on sustainability and transparency.

To appeal to these audiences, don’t try to jump on TikTok trends or trumpet your eco-friendly practices. Instead, give them beautiful visuals, behind-the-scenes looks at your property, and access to exclusive events and promotions. Gen Z even uses TikTok as a search engine — so you can bring them to your account by providing informative content about your region, the experiences you offer onsite, and luxury travel in general.

2. Produce High-Quality Content

TikTok is all about the visuals, so make them count. Capture and share visually appealing footage that showcases your site, amenities, local attractions, and natural beauty, as well as your staff and guests. Mirror the feeling of your property in your online space, whether that’s a sense of serenity, a trip back in time, or the celebratory vibe of being at the best party ever.

Don’t worry too much about the length of your videos — while 15 to 30 seconds seems to be the sweet spot, longer videos are also gaining traction on the app. Videos filmed in TikTok can be up to 10 minutes long, but you can upload videos as long as an hour, so consider experimenting with posting a detailed cooking video filmed in your kitchen, a surfing lesson with guests, or a yoga session on the beach or in the garden. Plus, not every TikTok post needs to be a video: The app now supports photo posts as well.

3. Collaborate With (and Get Inspired by) Influencers

Luxury brands like Gucci, Louis Vuitton, and Prada have successfully leveraged influencer collaborations on TikTok. To appeal to the app’s savvy audiences, partner with a travel influencer who aligns with your target demographic and matches your property’s aesthetic.

Even if you’re not ready to launch a collaboration, there’s a lot to learn from popular influencers about how to showcase a destination in an engaging way. Start by checking out our list of 10 travel influencers to follow in 2025.

4. Encourage User-Generated Content

While older generations rely more on familiarity with brands, younger users want to know what their peers think. The generations most likely to be on TikTok are also more likely to respond to user-generated content (UGC), so using TikTok to market luxury brands needs to include a strategy for engaging guests and followers.

To encourage guests to post on TikTok while onsite, develop a brand hashtag and actively reshare their photos and videos from recent stays. Participate in conversations, respond to comments, and build a strong relationship with your followers. You might even consider creating exclusive promotions for them to drive engagement and bookings.

5. Utilize TikTok’s Advertising Tools and Track Your Performance

Want to invest in paid social media efforts? Explore ad options like Spark Ads, TopView Ads, and branded AR filters to amplify your message and drive traffic to your website.

To make sure you’re not just throwing spaghetti at the TikTok wall and seeing what sticks, monitor and analyze your property’s performance on the app by tracking key metrics like views, engagement, and conversions. Then, take the time to review the data and optimize your strategy. Are your photo posts outperforming videos? Is there a certain topic your audience seems more drawn to? These can all inform your content strategy moving forward.

Need support using TikTok to market your luxury brand? To build a strategy that brings followers first to your account and then to your property, book a social media consultation with our experts.

RELATED READING

Here’s How to Market to Different Generations

in General Marketing Insights by Hawthorn Editorial

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o effectively market your property, it’s vital to reach everyone, not just the generations that currently spend the most on traveling and hotel stays. Building loyalty and connection with emerging consumers will pay off in both the short term and the long run.

Generational marketing involves tapping into the values, engagement habits, and favorite channels of each age group. Of course, it’s important to remember that people born within the same decade or so aren’t a monolith with identical traits and preferences. Still, understanding the overall identities and habits of each age group can help you fine-tune your strategies for marketing to different generations.

Here we offer tips for marketing to four generations, from Gen Z to Baby Boomers.

Gen Z (Born 1997–2012)

Generation Z values authenticity, personalization, and social awareness. As digital natives, they are typically drawn toward striking visuals, interactive content, and brands that aren’t afraid to step outside the box. Gen Zers are almost all on social media, so that’s where you’ll reach them — they use TikTok and YouTube as search engines for recipes, shopping, and even news updates. Try these approaches across various social media platforms to gain traction with this generation of emerging consumers.

Marketing Dos

  • Do promote engagement and interactions. Share a quiz on Instagram asking about their favorite ways to relax, ask for input naming a new seasonal cocktail, or consider working with a Gen Z influencer. When users comment or ask questions, respond promptly with relevant information or appreciation.
  • Do expand your social media marketing beyond the basics. Establish a presence on some of the new social media platforms this generation is gravitating toward, (think Bluesky and Threads).
  • Do give them highly visual, behind-the-scenes glimpses of your destination, such as pictures of new amenities, a video tour of your luxury spa, or an Instagram story about a special event or holiday party. You might even turn over your social media for a day or two to a savvy Gen Z staff member who can give viewers an inside look at your property from their POV.

Marketing Don’ts

  • Don’t try to hop on Gen Z trends or lingo. For one thing, they come and go like the wind, so if you flub the timing, your post or campaign will bomb. Getting the tone wrong is also a big no-no; Gen Z followers will call it out right away (and potentially unfollow you).
  • Don’t virtue-signal. In other words, show them your property’s commitment to sustainability or social values rather than talking about it. Share a video highlighting the line of organic beauty products used in your rooms, profile a local farmer who provides fresh veggies for your restaurant, or share photos of a fundraiser you hosted for a nonprofit whose cause you genuinely care about.
  • Don’t veer away from being quirky. Instead, lean into what makes your destination unusual or even weird, like a haunted room, an odd architectural feature, or a surprising phase in your property’s history. Whatever sets you apart from the crowd will pique Gen Z’s curiosity.

Millennials (Born 1981–1996)

Like Gen Z, Millennials respond to marketing that feels genuine and personalized, and they respect brands that are transparent and socially responsible. While this generation is comfortable on social media, they spend less time there than their younger siblings, and they’re not opposed to opening an email or two. User-generated content and reviews are particularly important for this age group; they want to know what their real-life peers are saying on forums like Reddit and OpenTable. Here’s how to reach Millennials using a generation-based content strategy.

Marketing Dos

  • Do tap into the power of user-generated content (UGC) to sway Millennials. Encourage reviews by providing a QR code to your Google My Business site at checkout and/or sending them an email follow-up asking about their stay — invite them to send photos, too! Then, splash their testimonials across your website and social media.
  • Do build connections in Reddit communities. Unlike most social media platforms, which saw slight drops in engagement over the last year, Reddit reports a 50% growth in active users between 2023 and 2025. In large part, this shift is thanks to users’ desire to get advice from other humans rather than AI bots. Instead of overtly promoting your property, offer expertise about your destination and region on relevant subreddits, like r/hotels, r/LuxuryTravel, r/travel, or more niche communities, such as r/solotravel or r/roadtrips.
  • Do create and share valuable content tailored for this generation, like a blog post on traveling with the whole family, an email focused on amenities and menus for kids, or a video of your chef whipping up a special dinner entrée or a quick breakfast smoothie.

Marketing Don’ts

  • Don’t waste their time. Millennials are currently the most likely to hold full-time jobs and raise young children, so they don’t have a lot of free time to spare researching. Include FAQs, clear and concise announcements of special offers, and informational graphics across your Millennial marketing efforts.
  • Don’t forget about the kids: Market family-friendly amenities and feature families in your imagery. But you can also tap into busy Millennials’ desire to get away from it all once in a while, with emails and social posts sharing romantic weekend packages that “aren’t just for newlyweds.”
  • Don’t assume Millennials aren’t on TikTok. In fact, they make up the largest percentage (35%) of all the demographics on the app, even higher than Gen Z at 25%. They may not spend as much time there, but it’s still an effective way to reach them.

Generation X (Born 1965–1980)

Gen X consumers are perhaps the most flexible of the generations. They’ve embraced digital spaces but are still happy to engage with “old-fashioned” media like magazines and direct mail. Independent and adaptable, with a higher income than other age groups, Generation X seeks quality and comfort, and if they like what they get, they’re your customers for life. This generation spends more than other age groups on luxury hotels, so if your strategy involves marketing to different generations, put Gen X at the top of the list.

Marketing Dos

  • Do use all the channels at your disposal, including direct mail, email, magazine ads, social media, and review sites. Gen X is conversant across both new and traditional marketing mediums, and they’re comfortable engaging on various platforms. Consider a seasonal campaign that encompasses everything — a postcard, social posts, an email series, and paid media.
  • Do find ways to push this generation’s nostalgia buttons, as they have longstanding emotional connections to the 1970s, ‘80s, and ‘90s brands of their youth. Play into this by using vintage-style graphics and fonts on ads and direct mail, and referencing pop culture and products of those eras in lighthearted social posts.
  • Do fine-tune your SEO and AEO (Answer Engine Optimization), as Gen X uses both traditional search engines and chatbots to get their questions answered. That means exploring strategies to get your property to show up in Google AI snippets and on bots like ChatGPT, Gemini, and Claude.

Marketing Don’ts

  • Don’t hesitate to spotlight luxury. A 2025 Bank of America Institute report found that Gen X accounts for the largest share of luxury purchases, including high-end hotels (with older Millennials close behind). Invest in professional photo shoots that highlight the sumptuous aspects of your destination, from sophisticated desserts to plush bedding and a fully equipped gym.
  • Don’t underestimate Gen X’s dedication to their values when it comes to their spending choices. They may not be as overtly political as Gen Z or Millennials tend to be, but they put their money where their morals are. Be transparent and authentic in your messaging to this generation.
  • Don’t betray their trust. Unlike Gen Z and Millennials, who grew up with a cancel-culture sensibility, Gen Xers often find what they like and stick with it. To build their allegiance, run campaigns that highlight your excellent customer service and the benefits of your loyalty program (and consider creating one if you don’t have it yet).

Baby Boomers (Born 1946–1964)

This generation prizes quality and reliability, and while they are most comfortable with traditional platforms, they’re more online than you might think. That doesn’t mean they’re tech-savvy or trend-focused, though, so keep digital communication clear and simple. Once you’ve engaged them, follow-through is essential for this age group. Here are more tips to keep in mind when marketing your destination to Boomers.

Marketing Dos

  • Do communicate promptly and clearly. Boomers appreciate the basics — responsiveness and straightforward information. Use email and direct mail to provide them with classic promotions and messaging. When they reach out, respond immediately.
  • Do splurge on larger investments like billboards, TV ads, and high-profile print publications targeted to this demographic, as they’re used to digesting promotional content in these formats.
  • Do spend time and money on high-quality long-form content, including blog posts, advertorials, and more robust emails. Boomers are readers and often have more free time to peruse written content.

Marketing Don’ts

  • Don’t focus on trends. Boomers aren’t interested in what’s hot or not, or the meme of the moment. They’re usually won over by brands with longevity and history. Showcase your property’s story, staying power, and return visitors on your website and in email campaigns.
  • Don’t get too cutesy with puns or pop culture references. Instead, emphasize value statements, beautiful visuals, and up-front messaging about what makes your destination stand out from the rest.
  • Don’t disregard the impact of Facebook for marketing to Baby Boomers. 88% of them use it regularly. Post vibrant photos, share your blog entries, and make announcements about specials and updates.

Need help fine-tuning your marketing strategy for different generations? Contact us to learn how our brand strategists can help you earn lifelong customers of any age.

RELATED READING

What Makes an Ideal Wedding Destination?

in Event Venues by Hawthorn Editorial

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hen it comes to the most essential aspects of a wedding, location is a huge factor — maybe just behind the all-important dress. Here, we look at some of the biggest draws for potential clients interested in your venue, from the property’s history to attractions in the area, and provide tips for highlighting the pros of your location in your marketing strategy.

When you’re thoughtful and intentional in identifying what makes your property one of the best wedding destinations out there, couples can tell right away whether your location checks all the boxes for their dream day.

Something Old: A Sense of History

Our collective obsession with Jane Austen and the Bridgerton series shows no signs of fading, and therefore (with apologies to Austen), two single people in possession of a decent fortune must be in want of a historical venue. Your property doesn’t have to be on the National Register to appeal to couples who want to star in their own Regency romance; all you need are wide lawns, an elegant facade, and a ballroom of sorts. Got canopy beds and a hedge maze? Even better!

If you’re honing in on a historic ambiance for your wedding promotion, impeccable service is a must. Be prepared to offer bespoke services like custom floral designs or unique culinary experiences, and ensure that every detail will be flawless, from the napkin folds to the turndown service.

Here’s how to reach your audience and allow them to ardently admire your property:

  • Invest in visuals. Capture professional photography and videography that brings out the romantic nature of your venue, inside and out. (Real people are best: You might consider offering a wedding couple a discount in exchange for permission to use some footage of their event.) Share them in social media stories, post them on your website, and use snippets in email marketing.
  • Tap into the Regency theme. Create collateral, email, and social graphics using calligraphy fonts and old-timey language. (This is a great job for AI: Just prompt it to rewrite your promotional copy in the style of Austen.) Snap moments that encapsulate the vibe — an afternoon tea setting, a wrought-iron bench in a rose garden — and post them on social media.
  • Promote your venue’s story. Don’t be shy when it comes to sharing the history of your wedding venue or destination — and that means going beyond simply labeling your venue as historic. Let your “About Us” or “Our Story” landing page really shine here, telling potential customers the evolution of your space throughout the years (or decades). Check out our client Twenty Mile House’s detailed webpage, featuring a timeline of the property’s history, for inspiration.

Something New: A Fresh Feel

On the other end of the spectrum from historic venues: properties that provide a fresh, modern feel for every aspect of the event, from décor to dining to the event schedule.

If you want to go high-tech, consider out-of-the-box options like photo booths with 360-degree photography, robot mixologists, and drones that can capture the event from all angles. A modern wedding destination should offer an experience as seamless and streamlined as its architecture, so be sure your systems are up to speed for reservations, check-ins, and other red tape.

Or, you could focus on being up-to-the-minute in a different way: Become one of the best wedding destinations offering sustainable, eco-friendly weddings. Minimize non-reusable decorations; provide biodegradable confetti instead of rice for tossing; plate individual meals rather than serving buffet-style, which results in more waste; source local flowers, and ask florists to avoid using floral foam, which contains harmful microplastics.

Here’s how to showcase your contemporary venue:

  • Give them a virtual peek. Depending on your budget, offer live streams, virtual tours, or augmented reality experiences that allow potential guests to get a close-up look at various aspects of your property, ideally with various floral arrangements, tablescapes, and seating setups.
  • Target audiences on social media. Fine-tune your paid social strategy by using Meta Business Suite to target audiences in demographics who might be more likely to be interested in sustainability or high-tech experiences.
  • Include an eco-bonus. As part of your sustainable wedding package, add the option for the couple to have a tree planted in their names at a nearby preserve to offset their carbon footprint. Share this unusual offering across your promotional platforms.

Something Borrowed: Area Attractions

Sometimes the best wedding destinations are those with the most fun neighbors. If your property is located near a fabulous scenic attraction or a special museum, or perhaps your area is known for its musical venues or horse racing, lean into it! Offer wedding packages that include guided bus tours, curated pub crawls, a day at the races, etc. Then echo that on site with menus, décor, and cocktail hours that reflect your area.

Here are some ways to promote the things that make your region unique:

  • Turn the focus on your neighbors. Share interviews with local proprietors, presenters, curators, and other guiding forces in the community, highlighting what they do and what makes their event and your area so special.
  • Partner to make packages. Collaborate with local venues to create a variety of wedding packages that include tickets, tastings, guided tours, and something special that other visitors don’t get, like a behind-the-scenes look at a museum installation or a personalized wine flight.
  • Build landing pages to highlight your collabs. Promote your local partnerships by creating individual landing pages that combine your branding with theirs, integrating SEO keywords related to the activities and attractions. Link to them from digital ads, emails, and social posts.

Something Blue: A Ceremony by the Sea

There’s nothing more classic, and for good reason, than an oceanside wedding. Sea, sand, sun, and deep blue views — you really don’t need much more than that to number among the best wedding destinations.

Here are some ways to get the word out about your coastal venue:

  • Lean into coastal color palettes. Throughout all your marketing imagery, highlight how well coastal-inspired colors — from ocean blues to soft whites — complement your waterfront venue. When potential clients get a sense of how the tablescapes, signage, and overall decor can flow with the coastal setting, it’ll set your venue up for success.
  • Splash the sea everywhere. Make sure all your social channels, website, and emails showcase your oceanside vista. Change them up frequently so visitors and followers won’t tune out an image they’ve seen repeatedly.
  • Focus on the ocean’s many moods. Use authentic imagery throughout your marketing materials that shows how the site lends itself to both magical couples moments (like a sunset cruise and cocktails for two on the beach) and family fun (like surfing lessons and whale watching sails).

A Sixpence in Your Shoe: A Luxe Environment

“Something old, something new, something borrowed, something blue, and a sixpence in your shoe.” The last line of this 19th-century English rhyme fell away at some point over the years, but the sixpence was included in the original to symbolize good fortune and prosperity.

That’s a great fit for our last essential element of the best wedding destinations: luxury. No matter what type of venue or experience they choose, wedding couples and their guests want to feel like they can truly unwind and relax.

Here are some ways to showcase your luxury venue:

  • Spotlight your spa. Offer couples treatments, include a tailored spa experience for newlyweds, and use imagery that conjures up warmth, tranquility, and cushiness.
  • Partner with an influencer: Connect with a travel influencer who can give their followers a taste of your offerings. Many influencers travel in pairs, so if you collaborate with a couple, give them an experience that’s as similar as possible to the one newlyweds would have.
  • Zoom in on the details: Take pictures and videos of tiny moments of luxury throughout your property — pillows being fluffed, fresh flowers on a bedside table, chocolate melting — and share them on your social channels.

 

Need help getting on the radar as one of the best wedding destinations? Our team of strategists and designers can help you define your brand.

RELATED READING

5 Tips for Getting ChatGPT to Recommend Your Business

in Search Marketing by Hawthorn Editorial

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I is here to stay — and whether they know it or not, travelers are drawing from the chatbot to find vacation destinations, plan trips and activities, and design corporate events. From the quick snippets at the top of every Google search to personalized itineraries produced by chatbots, AI-generated recommendations are informing every aspect of the travel industry. That’s why it’s so important for resorts, hotels, and other hospitality-focused businesses to know how to show up in ChatGPT, Claude, Gemini, Perplexity, and other AI engines.

That may sound intimidating, but here’s the good news: The best practices for ranking well on AI searches — what’s now called answer engine optimization, or AEO — aren’t all that different from what you’re probably already doing for SEO. Like Google and Bing, AI engines are attracted to content that’s easy to understand, provides clear value, and has a reliable and trustworthy voice. In other words, high-quality, knowledgeable content is still king, just as it’s always been.

That said, being familiar with the ins and outs of AEO can boost the impact of your website, blog, and social media channels. Here are five tips for getting traffic from ChatGPT and other AI assistants.

1. Make Your Content Easy to Crawl

The general guidance about online content is that an eighth grader should be able to understand it. Not every sophisticated concept can be broken down to that level, but you can structure your content to be both digestible and insightful. Like SEO engines, AI engines look for information that’s easy to crawl and integrate into snippets, summaries, and more detailed plans.

Try these approaches for ranking in AI searches:

  • Clearly label sections of content: Use H2s and H3s that directly reference the information included in that section, like Reviews, Prices, Accommodations, etc. (That sounds like a “duh,” but there’s a ton of content out there that ignores this basic logic.)
  • Answer the right questions: Include FAQ sections to answer questions that people are searching for, in the language they’re using. Tools like Google Trends, Google Keyword Planner, and Google Search Console offer data on search volume and trending topics.
  • Break information into chunks: In your long-form content, use bulleted lists or short paragraphs with brief sentences. Remember, shorter doesn’t have to mean dumbing it down: You can chop one long sentence into two or three without losing the nuance.
  • Add internal links: Make sure relevant pages are cross-linked throughout your website. Software like SurferSEO can help with this.
  • Provide information visually: Since AI engines can now scrape data from PDFs and images, use photos, charts, tables, and infographics to organize information or compare options in a clear, crawlable format.

2. Keep AEO in Mind, But Don’t ‘Keyword Stuff’

If you’re already taking SEO into account when crafting content, don’t be discouraged if you’ve noticed your web traffic dropping. Gartner predicts that organic search volume will drop by as much as 25% by next year due to AI chatbots. But if your strategy is on target, your content should still show up in AI-generated summaries, which builds brand recognition and leads to conversions.

Here are some ways to write for AEO using keywords:

  • Try long-tail keywords: Meet searchers’ specific needs by going beyond short phrases that are harder to rank for. Rather than “beach hotel in Florida,” for example, use “beach hotel in the Keys with spa and breakfast.”
  • Don’t “keyword stuff”: Avoid using keywords too often and too obviously in your content. That’s a “black hat” SEO tactic that will detract from your authoritative voice, mark your content as lower quality, and demote you in the rankings.
  • Edit AI content carefully: Generative AI is notorious for keyword stuffing. So if you use AI to produce content using keywords, review it closely and be liberal with the delete key. The bots don’t yet have the finesse to integrate keywords in subtle ways or limit how often they appear.
  • Pull insights from data: To see how well your strategy is working, keep track of your metrics, including website engagement (both paid and organic), SEO rankings, and search impressions. There are also new tools available for tracking your ranking in AI overviews.

3. Tap Into User-Generated Content

Some of the biggest downsides of AI chatbots are their tendency to hallucinate, generate connections that don’t actually exist, and provide certain answers just to make users feel good. That’s why more people are turning to forums like Reddit, where the opinions and information come from actual people. To show up in ChatGPT and other search engines while standing out from competitors, you’ll want to share real-life stories and testimonials.

Here are some ways to generate and disseminate UGC (user-generated content):

  • Work with influencers: Consider a collaboration with one of the blogosphere’s top content creators. Our guide will help you choose an influencer who aligns well with your brand.
  • Make testimonials pop: AI models, particularly Large Language Models (LLMs), are more effective in extracting information from shorter, contained pieces of text. To take advantage of that, highlight short quotes from reviews within stylized website modules and social media graphics. (Don’t be afraid to gently edit UGC — users won’t mind if you remove typos and extraneous words.)
  • Build a dedicated review gallery: Along with integrating them across your website, create a page just for reviews, so AI (and human visitors) can browse multiple testimonials with ease. Whenever possible, give details that help prove your reviewer is real, such as the city they live in and their full name — or first name and last initial if they prefer.
  • Engage with users: Responding to comments, liking posts, and sharing UGC demonstrates your brand’s appreciation. As a result, you build a stronger connection that ideally leads to another stay, more raves for your property, and more content to boost your AEO.

4. Stay Fresh and Update Often

You don’t want AI to veer away from your content because it’s old — or, almost as bad, grab and share outdated information. To avoid either of those outcomes, make sure the information and details on your site, blog, or social media channels accurately reflect your property and services. Plus, add new content on a regular basis, so the bots recognize your business is active.

Try these tips to get new content to show up in ChatGPT:

  • Post on your blog as often as possible: Publish once a week if you have the bandwidth, or once a month if that’s not possible. Continually revise and re-date older content to keep it fresh. (That’s preferable to deleting old posts, as they may still be ranking on search.)
  • Be time-sensitive: Use words and phrases like “tomorrow,” “next week,” “right now,” and “this summer” to mark your content as up to the minute. (And if it lives on your website, be sure to update it when it’s out of date.)
  • Don’t rely on the same old reviews: You can hang on to the testimonials that are great and still accurate. But be sure to add new ones on your site and social channels on a regular basis.
  • Keep other types of content fresh: Use timely language on your staff pages (“2025 Guest Chefs,” for example), menu (“New Spring Brunch Menu”), and special seasonal offers (“Great Deals for Holiday Getaways!”).
  • Show what’s new: Use social media videos and blog posts to highlight new amenities or onsite renovations, like room refreshes, an expanded fitness center, or a restaurant opening.

5. Be the Expert

Ironically, one of the best ways to show up in GPT and other AI answers is to offer what AI can’t: thought leadership and real-life expertise. Building trust and credibility will improve your SEO and AEO rankings, as well as your reputation and reservations. That’s why the rules of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) apply now more than ever.

Here are some ways to establish E-E-A-T across your content:

  • Demonstrate knowledge of your geographic area: In your social media and blog posts, include detailed references to regional attractions and events. You could profile actors at the theater festival that comes to town every summer, describe a new installation at the outdoor sculpture park nearby, or give readers the scoop on five secret spots to catch a picture-perfect sunset.
  • Highlight your partnerships with respected orgs: You might mention the farms where you source produce, the fundraiser you hosted for a local nonprofit, or the turtle walks you offer on your beachfront, led by educators from a nearby ecological center.
  • Show off your expertise: Highlight an award won by your chef or your CEO’s recent speaking engagement or podcast appearance. Or, offer a complimentary webinar on something your property does well, like maintaining long-term guest relationships or encouraging longer stays.
  • Lead by teaching: Feature staff in a series of how-to videos on your social media channels. Your in-house authorities can provide short lessons on their areas of expertise, like flower arranging with your floral team, a deep-breathing technique guided by your yoga or fitness instructor, or a demo with your mixologist on how to make a custom cocktail.

 

Got great ideas for how to show up on ChatGPT, and need some support to bring them to life? Our experts can build and execute a plan to boost your SEO and AEO. Find out more about our approach to content marketing.

RELATED READING

10 Travel Influencers to Follow in 2025

in General Marketing Insights, Social Media Marketing by Hawthorn Editorial

E

ver considered partnering with a travel influencer to market your property or destination? Content collaborations with influencers can be a win-win, helping expand the marketing reach for your destination while building new audiences for the influencer.

If an influencer collaboration is on your radar this year, getting familiar with some of the top travel influencers can help you get started. You’ll want to look for accounts with a social media presence — and maybe even a travel blog — that aligns with your brand’s voice, aesthetics, and style.

Even if you’re not ready to launch a collaboration, there’s a lot to learn from popular influencers about how to showcase a destination in an engaging way. Start by checking out 10 of the best travel influencers to follow in 2025 — on Instagram, TikTok, YouTube, or all three.

Maz Green @wheretofindme

Maz has one of the most vibrant and colorful Instagram accounts out there. Her luxe images are elegant and aspirational — not just her great food posts, like a video of kakigori being assembled (a Japanese shaved ice dessert loaded with syrups and toppings) — but also the lavish locations: the turquoise blue of a Mediterranean swimming hole, brightly painted houses on the Riviera, and the multihued decor of a lakeside hotel in Sri Lanka. Based in London and Tokyo, Maz shares her view of her two homelands, including insider tips on finding the best eats in both cities.

Caroline Foster @wilderness_addict

This New Zealand–born photographer has worked with the likes of L.L. Bean, Blundstone, and LifeStraw. Her account is packed with images of dramatic, pristine landscapes in national parks around the globe. While she occasionally showcases a property, like a treehouse retreat in the Montana forest or a backcountry cabin in British Columbia, her account focuses primarily on scenes of nature. If your property is in a misty valley surrounded by snow-frosted mountains, she’ll know exactly how to make it stand out.

Gabi and Shanna Meit-Sciara @27travels

Based in Brooklyn, this couple has a specific niche: LGBTQ travel. Their accounts and blog feel like a celebration of love — for each other, their followers, and the world, especially New York City and their “second home” in Curaçao, where Gabi has roots. With the mission of helping LGBTQ people feel safer and more informed while traveling, their beat includes the queer scene and the best LGBTQ spots to visit in cities around the globe. Whether they’re on the slopes in New York’s Catskill Mountains wearing matching ski suits, traveling by jeep through Palm Springs, or renewing their vows in a Japanese shrine, these two always convey a sense of fun and adventure.

Mikki Tenazas @mgtenazas

Aesthetic doctor by day, Mikki is also a world traveler and founder of @theglobewanderer, another travel account worth checking out. Mikki and his partner, fellow “furdad” Ric (they have 20 cats and dogs), can frequently be found in tropical locales, often via brand collaborations — on a secluded beach in Boracay in the Philippines, in the pool at the Four Seasons in Palm Beach, or on a Caribbean cruise with Virgin Voyages.

Mark Wiens @MarkWiens, @migrationology

Mark describes himself as a “full-time eater,” dedicated to tracking down the best street food and most unique eating experiences worldwide. On any given day, he might be chowing down on a spicy fish curry made with fresh-squeezed coconut milk in the Maldives; Egyptian shawarma with chopped tomatoes, baba ganoush, and mint; carnes asada in Guadalajara; or pistachio ice cream in Syria. His commentary and cooking videos are not to be missed.

Jodi Ettenberg @legalnomads

Jodi has an unusual story: She left her law career to become a travel and food writer focused on celiac-safe food, and then suffered a spinal fluid leak after a lumbar puncture (she shared her story with CNN Travel in 2022). Nowadays, she chronicles a very different journey, one of recovery and resilience. Her account offers thoughtful and authentic reflections, glimpses back to her traveling days, and tips on gluten-free eating in various cities.

Daniel Kordan @danielkordan

Scrolling this Bali-based photographer’s Instagram account feels like stepping into a dream world. An aerial view of Vietnamese women washing water lilies in the Mekong Delta, a close-up of the fantastically colored Wilson’s bird-of-paradise in the Papua New Guinea rainforest, a multicolored mountain in Kazakhstan, deep pink apricot blossoms in the mountain villages of Pakistan … his images of flora and fauna are surreally gorgeous.

Louis Cole @louiscole

On an “adventure exploring better ways to do things,” Louis is often on the move — traveling across Europe on a solar-powered scooter, shooting video from a dune buggy in the Dubai deserts, kayaking through the mangroves in Abu Dhabi — but occasionally he slows down to relax with his wife and son in Costa Rica, their home base. Photogs will enjoy his posts on the various drone and camera equipment he works with, and he also shares lots of adorable baby and couple pics, as well as more classic travel images.

Chris Burkard @chrisburkard

An award-winning American photographer, Chris takes a unique angle on the natural destinations he explores — some of his images are almost like abstract paintings, with the elements of sand, ice, snow, rock, and water as his mediums. He pairs each image with a behind-the-scenes narrative about the location and the journey that accompanied it. If you want to know more about Chris and his travels, watch his TED Talk: “The joy of surfing in ice-cold water.”

The Bucket List Family @TheBucketListFamily

When Garrett Gee sold his first app, Scan, to Snapchat, he decided to head “out of office” full-time and started a life of globe-trotting with his wife, Jessica, and their kids (they now have three). This photogenic family’s online presence is as much about parenting and kid-friendly activities as it is about travel — but with a backdrop of boats, planes, and exotic locales, like a river cruise on the Danube or freediving in Malaysia (yes, the kids, too!). The Gees recently published a children’s book with National Geographic based on their adventures.

Want support managing social media for your property or destination? Schedule a consultation with our expert team to take your account to the next level.

RELATED READING

5 Summer Content Ideas to Spice Up Your Social Media

in Content Marketing, Social Media Marketing by Hawthorn Editorial

C

ast your mind back to your favorite summer memories of childhood. Can you feel the salt spray on your face and your toes sinking into the sand? Do you hear the crack of bat against ball, and the cheers filling the stadium a second later? Or maybe you taste a fresh tomato right off the vine, bursting with juicy flavor, or a cloud of cotton candy melting on your tongue.

Social media is the perfect medium for bringing to life the deliciousness of summer and reminding your followers of all their own favorite memories of the season. Here are five ways travel and hospitality brands can infuse a taste of summer into their social media presence.

1. Celebrate the Bounty of the Season

Summer is synonymous with fresh fruits and veggies, whether they come from nearby farms or a garden right on your property. Highlight your culinary offerings by featuring content built around your seasonal menus and the plethora of produce available at this time of year.

Content Inspiration:

  • Take a short video of a special seasonal dish being prepared in your kitchen with homegrown summer ingredients, such as fresh berries, watermelon, or the aforementioned juicy tomatoes right off the vine.
  • Feature high-quality images of plated entrees, from a birds-eye view or using a super close-up angle, and ask followers to identify the summery ingredients on each plate.
  • Use a carousel post or an Instagram reel to share recipes of your guests’ favorite summer dishes at your property — something simple like a summer cocktail or a fruit-based dessert.

Pro tip: Consider speeding up videos of food or cooking, as they can feel long and repetitive otherwise — but they’re supremely satisfying when viewed at a quicker pace.

2. Tap Into Local Activities

Wherever your business is located, there are likely multiple activities and offerings you can tap into throughout the summer months to give your followers a sense of the cultural scene in your area.

Content Inspiration:

  • If your city or town has a baseball or softball team (even a decent Little League team!), go out to the ballfield and capture some footage, paired with classic baseball quotes in your caption to stir up a sense of nostalgia.
  • Take a GoPro video weaving through a local farmers’ market or craft festival, and let your followers know when they can experience it for themselves — you could even offer a small discount or perk if they make a reservation in connection with the event.
  • Use an old-timey sepia filter on still images of a carnival or state fair in your region, and share them via a carousel post.

Pro tip: Connect with a staff person before taking and posting images or video content. They’ll likely be excited to have their event, game, or venue highlighted — and they may have insider tips and ideas for content.

3. Put Your Blooms on Display

Summer is the season of blossoming! Make the most of it by featuring the eye-catching flora around your property.

Content Inspiration:

  • Film your groundskeeper giving a tour of special spots on the property — if you don’t have gardens on site, showcase an extravagant summery centerpiece or water feature.
  • Take a time-lapse video of day-blooming summer flowers — morning glories, day lilies, and California poppies — as they open their petals at dawn.

Pro tip: Gently mist flowers and foliage before taking photos and video, to add sparkle and simulate dew or rain.

4. Light Up the Night

One of 2025’s top travel trends is “noctourism” — the pursuit of unique nighttime experiences (think: seeing the Northern Lights or watching bioluminescent illumination in the water). While those natural phenomena might not be accessible on your property, you can create mini “noctourist attractions” that take advantage of what you do have on site, and capture them for social media.

Content Inspiration:

  • Schedule a full-moon yoga class with live music on the beach or a rooftop deck, and create an Instagram reel that shows what the event will look like.
  • Design romantic outdoor seating arrangements, like cozy couches canopied by strings of outdoor lights. Post images of each setup, with engaging captions like “Picture yourself here” or “Would you like a seat?”
  • Instead of a “man on the street” video, do a “person on the lawn” shoot just before a fireworks show in your area: As dusk begins to fall, get people of all ages to answer an easy question (like “What’s your favorite thing about summer?”) and edit the best quotes together for a 90-second Instagram reel. Make sure to catch the first firework to use as the final frame.

Pro tip: Use Night mode on your iPhone to capture great images in low-light conditions.

5. Lean Into Iconic Summer Moments

There are a few perennial summertime experiences that live on in our collective imagination, whether or not we’ve actually lived them — like picnicking in a grassy meadow, canoeing down a lazy river, or sipping a cold drink on a steamy night. If you can find creative ways to activate that sweet summer nostalgia, you’ll have fashioned a memorable moment that will bring followers back to you time and again.

Content Inspiration:

  • Create a picnic basket “unwrapping video.” Launch a summer picnic offering for guests with picnic lunches to go packed inside old-fashioned picnic baskets, and take a stop-motion video for social media that lets viewers see each item inside — consider tiny jars of jam, crusty baguettes, individual fruit tarts, a mini board game, and, of course, a red-and-white-checked picnic blanket.
  • Share video of seasonal cocktails being mixed, maybe a watermelon margarita or a citrusy negroni, or feature a frosty glassful silhouetted against the sunset — and include a link to the recipe.
  • Get GoPro video from a boat or paddleboard on the closest body of water — ocean, river, pond, or lake — ideally at golden hour (just before sunset and just after sunrise).

Pro tip: Check out our tips for capturing better content on your iPhone, including how to work with light, angles, and the rule of thirds.

Want Hawthorn Creative’s expert content team to help bring your seasonal social media ideas to life? Discover our approach to social media marketing.

RELATED READING

10 Travel and Destination Blogs We Love

in Content Marketing, Destination Marketing Organizations, Hotels & Resorts by Hawthorn Editorial

T

hinking about launching a blog focused on your unique destination, boutique hotel, or worldwide family of properties? We picked 10 of our favorite travel and destination blogs to inspire you.

Before we get into our top picks, a word on what makes a great travel and destination blog. First and foremost, unique takes from real (human!) writers. Next, a strong point of view that allows them to add something fresh to the massive amount of Google-able information already out there about any given place on earth. And of course, great photos are a must-have, whether they’re fun selfies or gorgeous National Geographic–worthy images.

In no particular order, here are some of our favorite travel and destination blogs that meet all those criteria, plus a couple of bonus blogs produced by our Hawthorn Creative team. Their layouts, offerings, and content will provide plenty of fodder for designing or ramping up your own blog.

The Blonde Abroad

This is perhaps the most Instagram-ready blog on our list, packed with pics of its author sporting adorable sundresses and jumpsuits in exotic locales — but Kiki is the real deal, with the passport stamps to prove it (metaphorically anyway). A California native, she left her career in corporate finance in 2011 and has now visited more than 70 countries. This is a great source for solo female travelers to get destination recommendations and tips for planning ahead and navigating challenges. Her packing guides, travel outfits, and destination recommendations based on your astrological sign are all great inspiration for creating your own shareable posts.

Along Dusty Roads

Like Kiki, UK-based Andrew and Emily quit their jobs to devote their lives to traveling and writing about their adventures — which often take place on foot through awe-inspiring landscapes. Whether they’re covering popular destinations like Cinque Terre, Santorini, and Mexico City, or off the beaten track searching for quetzals along the Pipeline Trail in Boquete, Panama, they offer a bounty of information, often broken down into user-friendly fact boxes. The couple prioritizes “responsible, slow, and sustainable” travel, and the blog is heavy on trails, waterfalls, and beaches, illustrated by their gorgeous photos.

Marriott Bonvoy Traveler

The official travel guide and editorial voice of Marriott Bonvoy, this blog is jam-packed with serviceable destination content and trip inspiration. From vacation ideas for milestone birthdays and train-centric journeys to blog posts centered around distinct hotel experiences, the major hotel brand’s loyalty program publishes content that deftly balances marketing its properties with providing valuable tips for world travelers.

Nomadic Matt

For travelers on a budget, this blog by a New York Times best-selling author focuses on how to travel both affordably and well. You’ll find listicles like “9 Destinations Under $50 a Day” and “How to Eat Cheap Around the World” (Matt’s five-block rule is an example of his simple, savvy advice), alongside thoughtful posts like his reflections on whether traveling is really running away. This is not a blog to daydream by, but Matt is definitely the dude you want to consult on the practicalities, from finding deals on airfare and accommodations, to picking the best travel credit card, to saving money at home so you can leave home more often.

Expert Vagabond

This blog features another American native named Matt, who recently relocated to France with his wife and kids (he sometimes travels with the family in tow). This Matt also offers lots of detailed advice, with posts on super-specific topics like driving in Costa Rica, using virtual mailbox services, and renting a gondola in Venice. His blog is also heavy on tips for itinerant photographers like him, including reviews for travel tripods, camera backpacks, and online photography classes, as well as insights on becoming a “digital nomad.”

Adventurous Kate

Boston-born Kate is another blogger who left a traditional life behind to go on the road; now based in Prague, she’s been traveling for 14 years and has visited 89 countries. Her blog has a cozy feel, like you’re sitting down with her for a glass of wine and hearing a few of her fabulous travel stories, including her worst moments. Like Kiki of The Blonde Abroad, she’s especially interested in helping women safely travel solo, and she brings political and social awareness to her blogging. While Kate has been absolutely everywhere, perhaps her most extensive coverage is of Italy, one of her favorite destinations.

The Planet D

Dave and Deb are yet another couple who spend much of their time circling the globe. Named one of the Top 10 Travel Influencers in the world by Forbes, their blog offers detailed itineraries, destination guides, and what they call “bucket list experiences,” like safaris, historical sites, and the best beaches and hikes in the world. While Dave and Deb’s style is a bit less personalized than some of the other blogs on our list, they make up for that with the scope of their offerings, spanning food, attractions, accommodations, and tips for destinations across 130 countries.

Mosaic Traveler

Benchmark Resorts & Hotels comprises an impressive portfolio of properties, so naturally, the brand offers up an equally impressive collection of travel-focused blog posts on its website. Covering major trends in the travel world — think astrotourism and Western-themed “cowboycations” — and leaning on the expertise of freelance travel journalists, the company’s blog page is full of helpful guides, itineraries, and travel tips. (For even more editorial content from Benchmark Resorts & Hotels, check out their most recent custom magazine, produced annually by our Hawthorn Creative team!)

Green Global Travel

For travelers looking to see the world sustainably, Bret and Mary have carved out their own niche with a site focused on ecotourism. Their go-to guide for sustainable travel, wildlife conservation, and cultural preservation is ideal for nature lovers, hikers, foodies, and those seeking less-trodden paths, like the best places in Europe to avoid crowds. Along with profiling places, they also provide wisdom on being a better global citizen — such as supporting local communities when you travel and choosing responsible ways to see amazing animals.

Atlas Obscura

This community-sourced site gathers content from hundreds of travelers, who have together created what they term “a comprehensive database of the world’s most wondrous places and foods.” It’s a jam-packed bazaar, highlighting destinations, food, and attractions as “obscure” as the name promises: living root bridges in India, Maultaschen dumplings in Germany, the Museum of Fluorescent Art in Amsterdam, and on … and on … and on. For inspo, start in the Stories section, or navigate to a specific country to find posts on everything from non-touristy things to do in Paris to Florida’s best snorkeling spots — and just about everything in between.

Of course, we’d be remiss not to mention a couple of standout travel and destination blogs produced by our team of talented writers: First up, the Destination Concepts Inc. (DCi) blog — chock-full of inspirational, educational content from the destination management company’s seasoned event planners, from tips for coordinating event transportation to crafting festival season celebrations in Palm Springs.

There’s also the New Hampshire Lakes Region’s blog, called The Current, which serves as a one-stop shop on local happenings from Winnisquam to Winnipesauke. Whether you’re a Lakes Region resident looking to get to know the area better or are planning a visit to the scenic slice of The Granite State, you’ll find all the information you could hope for on what makes the region so special — think: hiking trails, historic landmarks, and top-notch eateries.

Want support crafting your own blog focused on your destination? Here’s how we can help you make it stand out.

RELATED READING

5 Must-Have Elements on Your Wedding Venue Website

in Event Venues, Websites by Sara Frazier

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ver the years, we’ve designed several websites for wedding venues — like the eco-friendly estate Twenty Mile House and a historic venue at our old office space, called The Hawthorn. So, we’ve learned a thing or two about the non-negotiable items that every venue should have on its website. Consider this a tried-and-true checklist of the most important pages, forms, and other elements that will transform your wedding venue website from a simple dot-com into a strategic and stunning marketing asset — one that will get newly engaged couples to fall in love at first click.

1. High-Quality Photography (and Video)

The number one element you can’t skip for your wedding website? Top-notch photography. A picture is worth a thousand words, after all, and photos from real weddings hosted at your venue will go a long way in convincing prospective couples that they can turn their dream wedding into a reality at your venue. Soon-to-weds want to envision what their future wedding could look like — from where their grand entrance will take place to the dance floor they’ll be taking to once they’ve said “I do.” Seeing what the property looks like in the daylight versus nighttime, and with various decor styles, can emphasize the versatility of your venue. We also recommend incorporating video footage on your site, which can serve to make your homepage hero more interactive and engaging than simple static imagery (check out Mankin Mansion’s website to see what we mean!).

2. An Overview of Spaces

You’ll want a dedicated landing page that dives deeper into each of the spaces available at your venue. From the bridal suite to ceremony and reception spaces, outline what prospective couples can expect in every corner of your property — and put those aforementioned high-resolution photos to use. You’ll also want your copy to really sing here. Is your venue romantic? Rustic? Modern? Historic? Convey the unique charm of these spaces with vivid, descriptive language that rivals the experience of an in-person venue tour.

3. Packages & Pricing Information

To show pricing or not to show pricing: that is the question! In general, we recommend that wedding website clients clearly define their packages — you certainly don’t want to drive away interested couples by burying your pricing, services, and package information on a hard-to-find corner of the website (or by not including it on your website at all). One useful strategy is to offer a brochure as gated content, meaning users will first provide basic contact information in order to download it. This way, you aren’t turning away potential clients in the initial awareness stage. They’ve had time to explore all your venue has to offer and get ready to take those next steps. (Psst: If you need help putting together an event brochure that converts, let’s talk!)

4. Glowing Reviews and Client Testimonials

Sure, you and your team know how fabulous your wedding venue is. But that alone may not be enough to convince soon-to-weds to select your venue. Prospective couples want to feel assured that your wedding venue is the absolute, number one right choice for them. What better way to convince them than with stories and testimonials from happy couples who tied the knot there themselves? Consider reaching out to couples a few weeks after their wedding and ask them to share their feedback — either on social media, Google Reviews, or websites like The Knot.

5. Clear Contact Information

You’ll need killer CTAs throughout your website, and in that same vein, you’ll need to make it abundantly clear how people can schedule a tour, download an event brochure, or book a consultation. In addition to CTAs strategically sprinkled on multiple landing pages, incorporate a contact page on your site so people can quickly learn how to get in touch with your team. You’d

Other Website Pages & Elements We Recommend:

  • Our Story — This webpage can share how your venue came to be, introduce the people working behind-the-scenes to coordinate the celebrations, and give readers a glimpse into what makes your property unique (is it a historic building, for example?).
  • Blog – A robust blog page can help drive traffic to your website, answer prospective couples’ questions, and show off your wedding industry expertise. If you want to publish regular trend-focused, SEO blog content, give us a shout — our in-house content writers are experts at whipping up blog copy that balances editorial storytelling with sales and marketing objectives.
  • FAQs – Odds are, newly engaged couples clicking through your website are going to encounter a question or two about your venue. Do you have a preferred vendor list? How many guests can they invite? What’s your weather contingency plan for outdoor ceremonies? Address the questions you notice popping up again and again on an easy-to-find FAQ page.

A final note as you’re considering this checklist for your wedding venue website: Make sure you’re communicating your venue’s brand story and unique selling points at every turn. While this list can serve as a helpful guide, you ultimately know what makes your venue one-of-a-kind — and when you partner with an agency that knows how to turn your story into an aesthetic and engaging website, that’s when your venue’s marketing presence will truly shine.

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How To Capture Better Content on Your iPhone

in Photography & Video by Hawthorn Editorial

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he quote “a picture is worth a thousand words” dates back to 1911, but it’s just as true today, as long as the “picture” encompasses photos and videos. Even a writer must admit that no adjectives can capture an atmosphere — whether it’s a cozy, candle-lit bistro, the view from a hotel balcony onto an ocean sunset, or the serene beauty of a wedding venue surrounded by cherry blossoms — as powerfully as even the simplest iPhone camera.

That’s why it’s so important for hospitality marketers to have updated images and videos of their destination to share across platforms. But getting the shots doesn’t have to be a chore, particularly if you keep in mind that authentic, human content has become increasingly valued in the age of AI. Don’t be afraid to focus on charming flaws (like a crumbling statue in the courtyard), genuine moments (a child splashing his brother in the pool), or even rainy days (because, let’s face it, they happen!).

Here, we offer up a short-and-sweet guide to the basics of iPhone photography, to help you overcome perfectionism and feel more confident when gathering visual content of your property or destination.

1. Look for the Light

Before you take a picture, ask yourself: What is drawing your eye? Our gaze is typically pulled to the brightest spot in a scene, so work with it, and make that light your central focus. You might want to capture the light itself — sunbeams on water, for example — or direct the light onto your focal point, whether that’s a person, place, or thing.

  • Get the light in their eyes: In portraits, you want to see light in the subject’s eyes; if the sun is too bright, have them step into shade, while still facing the light. Indoors, consider placing your subject near a window.
  • Be there at the right time of day: The golden hour (the hours just before sunset and just after sunrise) casts everything in a warm, golden glow, and is an ideal time to photograph landscapes, nature, and architecture. By contrast, overhead light, like ceiling fixtures or the midday sun, creates harsh shadows.
  • Avoid competing light sources and qualities: Turn off indoor lights when you’re shooting by a window, or pull down the window shade if your room or subject is lit by a lamp. Here are more tips for shooting interior spaces.

2. Do a Background Check

How many great photos have been ruined by a tree limb growing out of someone’s head, or a telephone pole bisecting a glorious landscape? While some background blunders can be fixed in editing, it’s better to avoid them up front so there’s less work to do later.

  • Check, please: Before shooting, look behind your subject and at all four corners of your image with an eye toward distractions.
  • Sidestep the issue: You don’t necessarily have to move your subject to eliminate the intrusion; instead, slightly shift the framing by stepping to the side, kneeling, or zooming in.
  • Stay simple: If you’re taking portraits, keep your background as simple as possible — a brick wall or weathered barn siding, for example, works better than busy scenes or detailed decor.

3. Find the Right Angle

If you have an iPhone Pro or Pro Max, you’ve got access to a telephoto lens, which is more flattering than wide angle for portraits in particular. Go for a wider angle when you want to focus on a larger scene or place a person within a specific background, like a gardener against a field of daffodils, or a chef in her kitchen.

  • Try shooting from different perspectives: Look up, shoot from above, get low, get high. Frame a shot and then move your phone just a couple of inches to see what’s changed and if it’s more interesting.
  • Keep an eye out for natural framing devices: Try shooting through archways, through doorways, or between leafy boughs.
  • Play with different iPhone modes and apps: Portrait mode brings your subject into focus by gently softening the background. To activate burst mode, hold down the shutter button to quickly take multiple photos; this is ideal for getting lots of group shots or capturing a subject in motion. Play around with different apps, too, such as Slow Shutter, which gives your photos artsy effects like light trails, blurred motion (great for traffic or moving water), and double exposures.

4. Use the Rule of Thirds

With iPhone photography, composition is everything, and there are two settings designed specifically to assist with alignment and balance. In the Settings for Camera, toggle on the Grid and Level options. The Level feature helps you take images and video straight on; it uses a light to indicate when your phone camera is level with the ground, helping you avoid content with tilted or uneven perspectives.

The Grid feature divides your image into a 3×3 grid, like a tic-tac-toe board, allowing you to more easily tap into the “rule of thirds.” This composition guideline dictates that the important elements of the photo should be placed along these lines or at their intersections, often with the primary subject in either the left or right third. Here are some ways to use it:

  • Watch for lines: Place a horizon, road, or waterline along the bottom or top line of the grid to create a dynamic composition with a strong through-line.
  • Place subjects to the side: Compose your shot so a person, building, or other focal point is in the right or left third of the image. With portraits, try aligning the person’s shoulders with a horizontal line and placing their face between two vertical lines.
  • Experiment with the grid, but don’t lock yourself into it: While the rule of thirds tends to be pleasing to the human eye, it’s a guide, not a law.

5. Fix It in Post

Applying basic editing and processing techniques can take your images to the next level. There’s lots you can do right in the iPhone app, but other apps, such as Adobe Lightroom, offer you more control. Start with learning simple fixes, like how to make your photos lighter or darker, and how to fix a slanted horizon that’s throwing off the perspective of the shot.

Be warned, however: It can be easy to overprocess photos, so try these tips to keep your images authentic:

  • Edit in stages: Do a little editing, then step away for a moment so you can get a fresh look when you come back.
  • Pull it back: Process a photo to a point you like — and then pull back the effects by about a third to make sure you haven’t gone too far.
  • Don’t go wild with filters: If you use filters to enhance color and contrast, such as VSCO Presets, use the same ones over time to maintain a consistent look and feel that represents your brand.

Where to Put Your Pictures

Once you’ve snagged your perfectly imperfect images and video, where to use them? Here are the most important ways to showcase fresh visual content on an ongoing basis:

  • Authentic social media posts: Stiff and overly posed is out, real is in. Use your content to tell genuine stories — like profiling a beloved staff member — and to give followers a behind-the-scenes peek at daily activities, like event prep, flower arranging, or turning down a room.
  • Inspiring call-to-action videos: To drive engagement and conversion, focus on the guest experience, not the property amenities. Here are a few examples. These can live on your website, embedded in blogs as well as on pages focused on specific topics. Use images and video to highlight a new seasonal menu or recent upgrades to your wedding venue.
  • Enticing email campaigns: Almost anything you use on social media or your website can be translated into email for your list. Just remember to keep the mobile view in mind, as that’s the way most people consume content — for example, avoid using multiple images at the top of an email to reduce scroll depth.

Last but not least, keep the spark alive! Don’t take your iPhone for granted: Once upon a time, we couldn’t have imagined having a pocket-sized camera right there whenever we needed it. Instead of viewing content production as an endless churn, view iPhone photography as an opportunity to easily and effectively capture real moments. And if you need a bit of help deciding where these photos and videos fit into your marketing collateral, give us a shout.

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5 Tips for Writing Irresistible CTAs Every Marketer Should Know

in Content Marketing, Email Marketing, General Marketing Insights by Hawthorn Editorial

A CTA (call to action) may consist of just a wee little bit of text, but it’s arguably one of the most important bits of copy involved in your business’s digital marketing ecosystem. This word, phrase, or sentence – which usually lives in the form of a button – is what prompts your audience to take a specific action. And that action is usually clicking on a link to move a potential customer further down the funnel and toward conversion, whether you deem that as a purchase, a contact form submission, or something entirely different. Imagine it akin to a giant flashing arrow sign to “GO HERE,” ultimately helping to direct your customer to your ideal end goal.

But a CTA that simply states “Click Here” doesn’t always cut it. It needs to hook. It needs to engage. It needs to intrigue. So how do you make sure that this tiny bit of text is truly going to work for you on the various pages of your website, in your email marketing, organic and paid social, and various other forms of digital content? You study these five key rules for constructing a killer CTA that begs to be clicked.

1. Be Clear & Concise

Limiting your CTA to less than five words is ideal (however, there are cases when you do see longer CTAs that are equally effective). The reasoning for this is that simple statements are easy for users to read and make a snap judgment about. When your CTA is too wordy, you’re asking your user to consider too much, usually resulting in them taking no action at all. The more concise your CTA, the easier it is for a user to decide whether to click.

EXAMPLES:

  • “Get Started”
  • “Subscribe Now”
  • “Join Free Today”
  • “Give It a Try”

2. Begin with a Command Verb

Again, it’s all about being clear in the action you want readers to take — and believe it or not, people want you to tell them what to do (that’s how they evaluate if it’s an action they want to take). That means starting the CTA with a command verb or directive — something that tells them to “do this.”

EXAMPLES:

  • “Download Our New E-Book” instead of “Our Latest E-book Is Available”
  • “Send Me Specials Now” instead of “Here’s Where Sign-up to Receive Specials”
  • “Claim Your Free Trial” instead of “Your Free Trial Awaits”

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3. Use Active or Power Words

On a similar note, the words you use should feel active and powerful versus passive and plain. This helps solidify your brand’s authority and evoke emotion that encourages a user to click.

EXAMPLES:

  • “Skyrocket Your Sales” versus “Increase Your Sales”
  • “Claim This Once-in-a-Lifetime Offer” versus “Claim This Important Offer”
  • “Prepare to Be Inspired” versus “See These Inspiring Examples”

4. Spark a Sense of Urgency

Don’t be afraid to play up a little FOMO! Use your CTA to compel your visitor to take an immediate action (think something akin to the old TV ads proclaiming “call in the next 60 minutes to get this exclusive offer!”). Time-sensitive words, in particular, convey a sense of urgency.

EXAMPLES:

  • “Hurry. Offer Ends in 24 Hours”
  • “Get Your Free E-Book Today”
  • “Book Now & Get 25% Off”

5. Ignite Curiosity, Intrigue & Anticipation

A good curiosity-evoking CTA hints at the result of whatever story you’re going to tell in your content, without giving too much more. Essentially, you are connecting your audience with something they really want by getting them eager to learn more about how they can achieve it.

EXAMPLES:

  • “Discover a Cocktail Tailored to Your Taste”
  • “See What 21 Leads in <1 Day Looks Like”

Other Important Design Features Associated with a Strong CTA

Whether you’re using CTAs on your website landing page, in your blog content, email, or social media, here are a few other key design elements to make sure they stand out enough for users to click.

  • Visibility: Use visual cues to indicate “this is clickable” by putting your CTA in a button, color block, an underline or outline, or paired with an arrow-like element (arrows usually indicate that the text will take you somewhere new). Also, include plenty of negative space surrounding your CTA to make it stand out.
  • Size: If the CTA is too small in size, a visitor or subscriber might not notice it; too large, and it can compete with or overshadow the other content on the page.
  • Consistency in Treatment: Once you nail down the best way to visually treat your CTA, keep it consistent so that users begin to identify and understand, especially as they navigate your site, that those elements indicate “click here.”
  • Amount: Too many CTAs on the same page can conflict with one another and confuse readers about what to click, which can result in them clicking nothing at all.

Last But Not Least: Test Multiple CTAs To See What Works

A/B testing is essentially the marketing version of throwing pasta at the wall and seeing what sticks. You want to test out multiple CTAs in order to know which ones best capture your audience’s attention. For email campaigns, this could look like creating two emails for different segments of your audience, altering only the CTA, and seeing which receives more clicks. (Platforms like Mailchimp and Hubspot have specific directions on A/B testing.)

 

Does all the above sound great, but you’re not sure how to put it into action (nor have the time)?

Our team of designers, writers, and strategists is at your digital disposal. Just drop us a line any time.

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8 Social Media Updates for Marketers to Know in 2025

in Content Marketing, Social Media Marketing by Hawthorn Editorial

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ocial media — whether you love it or hate it, you can’t live without it as a hospitality brand. Building engagement is essential, and to do so effectively, you need to know about the seemingly countless social media updates happening on the daily. In this post, we focus on a handful of major updates from the past year or so that will change how hospitality marketers approach their social strategy in 2025.

1. Instagram’s New Vertical Aspect Ratio

In mid-January 2025, Instagram made a paradigm-shifting change (literally), switching from the iconic square format to a vertical one (4:5 ratio). While many users are grieving the demise of their perfectly symmetrical grids, Meta says it made the change to accommodate the fact that most photos and videos uploaded to the platform are vertical; this way, users don’t have to crop their content to avoid distortion. (If you’re unhappy with how the change has impacted the thumbnails of your old square posts, you can make it better by tapping the three dots next to the post, selecting Adjust Preview, and choosing either Fit or Fill.)

Going forward, you can still upload square images and videos, but they’ll be automatically cropped with black borders added at the top and bottom. To fit the new format, your photos and videos should be 1080 x 1350 px, with a 4:5 aspect ratio. It might take a minute to get used to the new look, but ultimately, this change does make it quicker and easier to post — maybe not a plus for artists, but definitely a benefit for most brands.

2. Improved Video Features on LinkedIn

In 2024, LinkedIn introduced a short-form video feature, allowing users to create and engage with bite-size content like they do on TikTok and Instagram. Given its professional nature, LinkedIn has always had the stuffiest vibe of all the platforms, and short-form video offers a fun way for brands to portray their personality and authenticity. Now, hospitality marketers can give a tour of their meeting spaces or corporate event venues, film guest testimonials, and offer travel tips.

Creating video content takes time, but if you’ve already been making it for Instagram or Facebook, you may be able to repurpose this content for LinkedIn. Just be aware that people come to LinkedIn with different goals and needs, so think about your audiences and find that sweet spot that works across platforms.

3. The Return of TikTok and Its Ever-Changing Features

It’s impossible to talk about changes to the TikTok platform without noting the biggest news that rocked the social media landscape — TikTok was removed from U.S. users’ mobile devices in mid-January, only to return after less than 24 hours. Now that TikTok is back in full force and available to download from the App Store, it seems there are more updates than ever to keep track of, plus changes from a few months back that marketers may not have had time to fully implement into their strategy. (Think: new automated ad targeting options that rolled out in the fall, or the ability to pre-schedule posts through TikTok Studio.)

One TikTok feature our social media team finds most helpful when creating content for clients is downloading videos from TikTok without the watermark, which makes it simple to repurpose content for other platforms without any strange distortions to the original video. The platform has also recently begun favoring image-based content, like photo carousels. But, don’t take this as a sign to post a few static videos on the app and call it a day — this strategy works best when you tell a story throughout your post. Try adding text over your images, from an engaging introductory hook on the first slide to a clear CTA at the end. You can even add music to give your image-based post an extra layer of interest.

4. Snapchat: Advertising and Subscription Growth

Snapchat has perhaps the most playful feel of all the platforms — that mischievous little ghost! — and most users (48% in the US) are young, between 15 and 24. But that leaves a whole other half made up of older users with more disposable income. (Here are some tips for reaching different generations on social media.) Starting last year, Snapchat introduced two new advertising features: Sponsored Snaps and Promoted Places.

Through Sponsored Snaps, brands can engage customers via a full-screen vertical video sent directly to users. Users can opt in by opening the Snap, directly messaging the advertiser, or opening a link. Sponsored Snaps are clearly distinguishable from users’ other videos, and if they’re left unviewed, they will be removed from the inbox — so while you might want to mirror the feel of a traditional Snapchat video, know that users who watch your content are consciously choosing to engage with an advertiser. In other words, don’t try to be something you’re not.

Promoted Places could be a great way for hospitality brands to experiment with Snapchat marketing. This feature allows you to sponsor a spot on the Snap Map, where users can see what their friends are up to, find out what’s available nearby, and view “Top Picks,” as determined by how many Snapchat users report a visit. According to Snapchat, marking places as “Top Picks” drives a typical visitation lift of 17.6% for frequent users, so investing time and money here could be a productive way to bring travelers to you.

5. Ad Testing on Threads

As of January, Threads had over 300 million monthly active users, and the platform reports that three out of four people follow at least one business. Earlier this year, Threads began testing ads with a small group of businesses and consumers in select regions.

Once Threads expands that capability, the process should be seamless: You’ll be able to simply check a box in Ads Manager to extend your existing Meta ad campaigns to Threads, reaching even more users and potential leads.

6. The Evolution of the Fediverse

A combination of “federation” and “universe,” the fediverse harks back to the idealistic early days of the internet. David Pierce does a nice job of summarizing it in his post on The Verge: “The fediverse is as if you took [all the social media platforms] and made them all interoperable so you could post anything from anywhere, and all your followers would be guaranteed to see it. And if you wanted to leave one platform for another, you could bring all your content, all your followers, all your everything with you.”

Bluesky, Threads, and Mastodon are currently the best-known players in the fediverse, alongside tons of smaller blogging, video-streaming, and discussion platforms. It’s an ad-free space, but brands can reach users through organic content and explore strategies like influencer collaborations and building communities. Speaking of the latter …

7. The Rise of Private Communities

Social media used to be a place where you could find your niche and your people. Now that the platforms are oversaturated and less differentiated, more users are seeking out private communities on platforms like Facebook Groups, Keek Flex Groups, Discord, and Slack. About two-thirds of internet users participate in online communities, and research finds that brand loyalty increases when the brand builds this type of community. Apple, Sephora, and Airbnb are some of the best-known companies to benefit from community connections and engagement.

To build a brand community, you need to define your audience, tap into their needs and interests, and tailor your offerings accordingly. In the hospitality industry, that might mean special deals, insider events, and sneak peeks at new projects or renovations. Equally important: Elevate the voices within your community by giving members the chance to share their experiences with your brand.

8. AI Features Across Platforms

It’s happening: AI is everything, everywhere, all at once, and 2024 was a year of exponential growth in AI’s impact on our lives. In response, various platforms launched new AI features last year. Facebook’s Movie Gen provides AI content creation and editing tools, and Facebook also launched tools for creating marketing materials through generative AI prompts. TikTok’s AI ads tool, Symphony Creative Studio, is now available to all advertisers and includes the ability to activate virtual AI influencers. Keek — a lesser-known video- and image-sharing app — now has AI tools that provide video translation and digital avatars.

If you choose to use generative AI tools to create social media content, proceed with caution. Users are increasingly, and understandably, suspicious of anything they can’t put a real name or face to, so be sure to prioritize authentic, human content over all else. In fact, that’s a good rule of thumb for every post you create, regardless of the platforms you use or the changes those platforms make.

Need support building a cohesive social media marketing strategy? Hawthorn’s experts can help you translate your brand into meaningful, inspiring content — learn more about our social media marketing offerings.

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Hawthorn Highlight: How We Designed The Home Ranch’s Luxurious New Website

in Search Marketing, Websites by Sara Frazier

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ucked away in the heart of Colorado’s wilderness, The Home Ranch is a private retreat that thoughtfully pays homage to its Western heritage and the picturesque terrain it calls home. From the working cattle ranch to newly renovated guest cabins and sprawling event spaces, this ultra-exclusive property boasts several one-of-a-kind experiences — whether you’re looking to host your wedding under the ranch’s vast blue skies or plan the ultimate corporate retreat.

Hawthorn Creative was tasked with redesigning The Home Ranch’s existing website from scratch, dreaming up a new website experience that would better reflect the property’s exclusive, luxurious nature. Here’s a behind-the-scenes look into our process and a peek at the stunning end result!

The Goals

  • Increase bookings for exclusive weddings and corporate events.
  • Highlight the property’s recent renovation.
  • Showcase the wide range of accommodations and custom experiences available.

The Strategy & Process

One of the biggest opportunities we identified to improve The Home Ranch’s website? Better imagery. To gather high-quality photos we could use throughout the website, our team coordinated a lifestyle photoshoot with New Hampshire-based photographer Will Zimmermann. After the site visit, we ended up with a folder full of gorgeous photos from every corner of the 580-acre ranch, from the scenic rolling prairies to authentic Western experiences like fishing and horseback riding.

“The scale of this ranch was so much more than I had anticipated,” said Michele Hazut, Hawthorn Creative’s vice president of client services. “The property itself is grand and wild, with access to what feels like hundreds of miles of wilderness. The passion and knowledge from their staff and owners truly make this a special place.”

In addition to gathering new imagery options, our design team got to work developing a basic website framework that would allow the client to showcase the property’s wide range of offerings and continue to expand the website as they finish construction on their lodge and event spaces.

When it came to search engine optimization and keyword research, our digital strategists focused on broader keywords related to the Steamboat Springs area of Colorado, sprinkling in a few relevant wedding and event terms — think “luxury ranch wedding” and “exclusive corporate retreat.”

Before & After

Home Ranch Previous Homepage
The previous Home Ranch website homepage.

In our project kickoff, we collaborated with the client to better understand what worked and didn’t work with their existing website. Ultimately, we narrowed their concerns down to one overarching issue: the layout. The Home Ranch team wanted more seamless and intuitive navigation, with new pages added to better distinguish topics like accommodations, retreats, and weddings. And, since a primary project goal was increasing bookings for weddings and events, we needed to create an Events page that clearly laid out what potential clients should expect from their Home Ranch celebration or retreat.

The existing website’s color scheme was also identified as an opportunity for improvement — so, our designers prioritized a cohesive color palette when deciding on the site’s fresh look and feel.

Now, when you first arrive on The Home Ranch’s website, it’s immediately clear that you’re looking at an ultra-exclusive getaway — one that thoughtfully balances an authentically Western and luxurious aesthetic. Everything from the carefully selected photos to meticulously crafted copy reflects the ranch’s true exclusivity.

To achieve our goal of a smoother and more efficient layout, we landed on the following page navigation (in addition to the homepage and contact page):

  • Accommodations: A main page with short-and-sweet summaries of the available stays, combined with dropdown pages that give a closer look at each of the nine cabins.
  • Events: An overview of the types of events the ranch can host — separated by weddings, groups, and corporate retreats — and a list of the four event venues.
  • Experiences: One page that scrolls down to reveal outdoor adventures, culinary experiences, and wellness-focused offerings.
  • The Ranch: A detailed history of the ranch’s legacy, with dropdown pages for performance horse training, alpine farming, and a product page for grass-fed Wagyu beef.

Of course, we were eager to show off all the stunning new photography we gathered from our property visit, and the new site is full of rotating, horizontal image galleries that give users a glimpse into The Home Ranch experience. Our design team also incorporated an easy-on-the-eyes color palette with earthy and warm tones.

Hawthorn Creative’s director of content, Mariam Alexander, whipped up brand-new copy for the website, keeping the ranch’s Western charm top of mind throughout the copywriting stage. “Communicating the beauty of the region — the remoteness and ruggedness of the terrain — was a top priority,” Mariam said. “We did that through vivid descriptions, sensory details, and active language that immersed readers straight in the scene.”

Next Steps

We always caution clients to avoid a “set-it-and-forget-it” approach to their websites. After a new or redesigned website launches, it’s natural to want to check “website” off your marketing to-do list and move on to other priorities — but as anyone who’s ever been involved with a website project knows, the work doesn’t end there. There’ll always be additional content to add and changes to make in order to keep your site up-to-date.

Our team will continue to refresh The Home Ranch website, focusing on tasks like breaking out individual pages for event types and event spaces, weaving in additional SEO keywords, and producing sample itineraries.

Feeling inspired to elevate your digital marketing strategy? Learn more about Hawthorn Creative’s website redesign process here — and, of course, you can reach out to our team of website experts anytime!

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How Important Is It for Hotels to Have a Unique Brand?

in Brand Strategy, Destination Marketing Organizations by Hawthorn Editorial

A

pple’s apple. Visa’s “Everywhere You Want to Be.” Marriott’s elegant, brick-red M. Every business aspires to follow in the footsteps of these instantly recognizable brands and invent its own secret sauce. But ultimately, what makes these companies work isn’t their logos or taglines — it’s the fact that they’ve managed to offer substance as well as style over the long term. All three are among Forbes’ top 50 most-trusted companies in 2025, and it’s not because of their branding alone.

So, how important is it to have a unique brand as a hotel? That depends on what else your property brings to the table. A unique brand is equivalent to what’s known as “high concept” in the film and publishing industry: an intriguing, instantly captivating elevator pitch that stands out from the rest. Something like “A man has to relive the same 24 hours over and over again” (Groundhog Day, and the many copycats that followed) or “What if you could control other people’s dreams?” (Inception).

A high concept is great for selling a studio on your movie or a publishing agent on your novel. But here’s the thing: A concept does not a story make, unless all the foundational elements are also there, like strong characters, a solid plot, and good writing. Take Snakes on a Plane, for example. The high concept is right there in the title, and we all know the name, but the movie couldn’t manage to take that idea much further, and it flopped at the box office.

How does that translate to the hospitality industry? One example of a high-concept hotel is the Hotel de Glace (Ice Hotel) in Quebec City. The property is made entirely of ice and snow and is open to guests for less than three months a year, from January to mid-March. According to reviews, the Ice Hotel lives up to its bold branding — it’s gorgeous and most definitely unique. There’s also the Starlite Motel in New York’s Catskill mountains, a 1960s motor lodge with a saltwater pool, outdoor movie screen and fire pit, and its original neon sign — all contributing to its reputation as a retro icon.

As with any form of advertising, if you can follow through on the unique brand by infusing that brand into every aspect of your hotel, you’ll be set up for success. But if you’re trying to use new, high-concept branding as a Band-Aid without fixing other things that aren’t working, or if you don’t have the chops or bandwidth yet to fulfill what your branding is promising, you might want to put on the brakes.

Here are a few ways to think about your hotel or resort’s unique brand — and ensure you’re living up to the expectations set by that branding.

Go from the inside out, not the outside in. Rather than thinking about how you can integrate new branding into your existing business, think about what already works well. Talk to your team about their experience, consider what guests love about your hotel, and take into account the most popular activities or that signature dish people come back for again and again. Base your brand on those existing strengths and build from there.

Create a full brand experience. A unique brand should filter through all aspects of your hotel, from your website to the room décor to the menus. Take, for example, The Press Hotel in Portland, Maine. Our Hawthorn Creative team collaborated with this boutique hotel to design a website that reflects the property’s unique, newsroom-inspired aesthetic. That literary-focused branding is apparent in every corner of the hotel, from the two-story installation made entirely of vintage typewriters to the 1920s writers’ office-inspired guest rooms.

Don’t sacrifice the basics in favor of your brand. Longevity depends on quality and reliability. Be sure that the energy you’re putting into your unique brand doesn’t sap funds, focus, or staff time that should be going toward the essentials, like great food, top-notch service, and clean, comfortable rooms. Your unique brand will ultimately be worthless without these foundational pillars.

Take your time with the design. Don’t go off half-cocked here. Once you’ve settled on a focus, find the right in-house teams or consultants to help with developing a tagline, creating graphics that will bring your concept to life, and finding ways to weave it throughout your property. (Need support with this stage of the journey? Check out our brand strategy offerings.) Whether you’re considering subtle changes or a more extensive overhaul, bring your interior designer and website designer into the mix early on, so you can collectively reimagine the color palette and overall vibe. Remember to update the little things, too, from guest soaps to coffee cups to bar napkins.

Target the right audience. Once you’ve defined and surfaced your unique brand, find the people who fit and tailor your message to them. Viking Cruises’ PBS ads are a great example. Their sophisticated, cosmopolitan tone and luxe visuals are a perfect match for the PBS demographic of educated, high-income retirees. Viking’s website features on-board activities like lectures and cooking demos — a very different audience than the one Royal Caribbean is targeting with its robot mixologists, surf simulators, and the “tallest slide at sea.” If you’ve done the work of defining and expressing your unique brand from a place of integrity, then you’ll know exactly who your audience is, and how to bring them to your property.

Now that you’re thinking about branding more holistically, it’s time to consider how exactly you want to craft your hotel’s new or refreshed brand. The good news? Our experienced team of strategists and designers is here to help. Reach out to take the first steps toward creating your hotel’s elevated brand experience.

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