Need a New Site? Here’s What to Include in Your RFP

in Content Marketing, Destination Marketing Organizations, Websites by Hawthorn Editorial

R

edesigning and relaunching a new website is no easy feat. While it’s stunning, engaging, and attention-grabbing once it goes live, the preparation and work that goes on behind the scenes can take months of hard work between many collaborating teams.

As with many other marketing tactics, achieving success starts with doing your homework upfront: knowing the audience, business objectives, and brand story. And the best way to do that is to ask a lot of questions. (And we mean a lot.)

When a client comes to us for a website design, we help them think through every aspect of their project, so that when we begin the creation process we’re already on the same page. Here’s a behind-the-scenes look at some of the questions we ask, so that you can be sure to include the answers in your brief:

Goals and Objectives

Just like any other marketing strategy, your website strategy should start with the end. When we’re clear on your business objectives, it’s easier to stay focused while working back from the desired endpoint. Here are some questions to consider:

  • What are your business goals?
  • Are you currently achieving them? If not, why?
  • What’s working about your business? What’s not working?
  • What are your biggest marketing challenges?
  • Who is your current audience? Is your ideal customer someone different?
  • Who are your top competitors? How are you different?
  • What tactics are currently a part of your marketing strategy?
  • What is your budget?
  • What’s the timeline?

It can also be helpful to conduct a SWOT analysis on your company and see if you can find links between any of the four categories and your current site. (If something is working well because of your site, you’ll want to be sure to carry that aspect over to your new one.)

Website Questions

Now that you’ve refreshed your memory on the main business objectives for your organization in general, it’s time to delve into how your website can help you achieve those. And while your answers may be slightly different here, remember that everything should ladder up to the overarching goals.

To start to outline what you want for your site, begin with functionality:

  • What’s the main objective for your new site? (What is the main action you want someone to take on your new website?)
  • When was the last time you conducted a technical audit?
  • Does your current site have eCommerce? Will your new site?
  • Does your site need to be ADA-compliant?
  • How many pages (approximately) is your current site? Will you plan to add or eliminate pages for your new site?
  • What do you like/dislike about your current site?
  • Provide examples of websites you love, and explain why. The more specific you are about what you like and don’t like about your examples, the better.
  • Is CRM integration required? If yes, how would you like your CRM and your website to interact with each other?
  • What are your technical functionality requirements? (These can include integrations with booking platforms, a blog, event calendar, newsletter signup, social feeds, and more.)
  • Do you currently have/use Google Analytics?
  • Are you able to give your design agency administrator access to your current site?
  • Do you want training and the ability to add content or elements yourself? If not, do you plan to work with an agency for maintenance post-launch?

From there, it’s time to zoom out a bit more:

  • Is your current website a good representation of your business? Why or why not?
  • Is there content that’s missing from your current site? Or content that needs to be removed?
  • How was your current brand positioning developed?
  • Would most people in your company be able to give a concise, consistent elevator pitch for what your company offers and to whom?

And finally, it’s important to have an overall picture of the rest of your marketing strategy:

  • Social media (paid and organic)
  • SEO
  • SEM
  • Email
  • Content Marketing

If you’re thinking that this is a lot of information that’s going to take considerable time to gather, you’re correct. It’s important for a number of reasons, though. First, if you’re planning to search for an agency partner, a generic RFP can lead to proposals that are inaccurate across the board, from resources to budget estimations to timelines. Second, an agency that doesn’t take the time to understand your website to this level may not be your best choice.

At Hawthorn Creative, we guide clients step by step through the entire website redesign process, from helping them understand why a website is an important investment through ongoing analytics services. If you’re ready to develop your ideal website, contact us and let’s get started.

RELATED READING

Your Guide to UGC Rights Management

in Content Marketing, Destination Marketing Organizations, Social Media Marketing by Hawthorn Editorial

F

or some brides, the wedding photos and videos are as important as the wedding itself. They’re ready and willing to share the images everywhere, even telling their venue that it’s fine to use the content on their website. It sounds simple, but if the bride had a professional photographer take the pictures, it may surprise you to learn that she doesn’t own the copyright – the photographer does. While she has permission to use the photos for her own personal use, publishing them on a commercial site, like a wedding venue, requires written permission from the person who took them.

Wedding photos are just one example of user-generated content (UGC). When used properly, incorporating UGC into your marketing can be hugely successful. The right hashtags and great submissions can elevate your brand with both current and new audiences, but working with UGC comes with extra requirements that other marketing tactics don’t. Namely, legal rights and permissions. And where you think things may be straightforward, they’re likely not. That’s why we’ve put together a guide for the different types of UGC and what you need to do to ensure you’re using the content legally.

First, What Defines User-Generated Content?

UGC is exactly what the name implies: content that’s about your business, but not created by your business. Customers, followers, users, fans, influencers, and anyone else can create UGC, whether it’s on their own whim or requested by you.

Some popular examples of UGC in the hospitality industry include guest vacation photos and videos, property walk-throughs, Insta-worthy food snapshots from the on-site restaurant, and wedding or other event photos.

UGC is popular among social media users, with 93 percent of customers saying it’s very helpful when making a purchase decision. That’s a significant number. Even more remarkable, more than one-third of Gen Zers believe that within a few years, UGC will have more credibility than brand-generated content.

That’s not a trend you can ignore.

In this post, we’ll take a look at the basics of UGC rights management, including what you as a business can and cannot do with submitted content. For more information, we’ve included links that dive deeper into each concept.

What Are UGC Rights?

If an individual user posts about your property on their personal social media pages – even if they tag you – it’s clear that the content still belongs to them. But if you love the photo, is it okay to use it in a marketing campaign? If you solicit content using a hashtag that you created, does that content now belong to you? The user rights about UGC can be complicated, but understanding the legal landscape of permissions is essential to keeping yourself out of a legal quandary. (Just ask Volvo.)

To start off, any content developed by anyone (including your brand) is called intellectual property and includes copyright, trademark, and other IP laws. The guidelines are more strict for businesses – you can’t use a Beatles song in a campaign without legal permissions, for example – but the law says that if an individual user creates original content, they hold the copyright unless they’ve transferred those rights to someone else. If you’re going through UGC that features your brand, assume that everything you see, including images and sounds, is under copyright protection.

UGC Rights Management

Even if you haven’t used user-generated content in your campaigns before, your brand should have clear policies and procedures in place for managing UGC rights. This includes obtaining permission to use content, monitoring and moderating user submissions, and responding to requests for content removal or modification. The key is to ensure that all UGC complies with your content guidelines and legal requirements. This may include removing or editing content that violates copyright or trademark laws, contains offensive or inappropriate material, or otherwise poses legal risks to the brand.

Consent

Stock photography sites like Adobe Stock and Shutterstock feature images taken by individual artists, but they make rights management easy by offering upfront licensing packages with permissions already built in. When it comes to individual users online, however, the process can be a bit more complicated.

If you find content you love that highlights your brand and would fit perfectly into your upcoming campaign, the first imperative step is to track down the original owner of the content and seek their consent to use it. At Hawthorn, we see the biggest challenge in this arena with user reviews. Often, brands will want to highlight five-star reviews, but even if the reviews are listed publicly on their website, it doesn’t mean they have permission to reuse them.

If you’re able to find the original user (which can be a difficult task if an image has been shared and reshared), draw up a form that outlines how you intend to use the content, including where and for how long it will be used, and work with the owner to obtain clear and explicit permission. For company-initiated requests for UGC, the legal terms and guidelines can be laid out in service agreements that users must agree to before being able to submit.

For content you find online, use written, direct communication with the owner.

Attribution

Once permission is attained, it’s still essential to give proper attribution to the creators of any UGC you use. This can include the user’s name, username or social media handle, and when possible, providing a link to the original source of content. (Determining attribution should also be outlined in the initial agreement you set up with the owner.)

If you’re interested in seeing user permissions in action, the images found on Creative Commons all come with instructions on how they can be used and how they must be attributed. Other stock sites also list attribution requirements. A good rule of thumb is to assume that all content needs attribution, so always check the fine print to see how it needs to look from a legal standpoint.

Endorsements and Disclosures

If you share UGC that shares endorsements or testimonials (like the user reviews we mentioned earlier), you need to make sure that you not only have permission, but that the content complies with any applicable advertising regulations. This can include things like disclosing any material connections between the brand and users, such as sponsored or influencer content. The endorsements must also be truthful and not misleading.

Endorsements get even more complicated if you’re going to use the content on a social media platform, many of which have their own disclosure requirements for sponsored content and paid partnerships. And, if your company is international, those laws may be different as well.

Privacy Rights

Although express consent covers many privacy rights, it’s still important to ensure that a user’s personal information is protected if they want it to be. For international content, privacy rights also include complying with relevant data protection laws, such as the General Data Protection Regulation (GDPR) in the European Union.

Privacy can be especially complicated if people other than the creator are included in their videos. In those cases, consent must be obtained from every person whose face is identifiable. And perhaps the most complex situation is if you decide to broadcast live on a social channel while patrons are visiting the establishment. Often, venues cover this legality with general notices posted around the property that people may be filmed. If the environment is controlled, it’s possible to gain consent before the livestream begins.

Finally, remember that a participant can withdraw their consent at any time.

Content Moderation

If you’ve ever had a post or comment removed from a social media platform for “violating community guidelines,” you understand how content moderation works. While it can be automated or manual (like Facebook group moderators, for example), it’s important to create a process for moderating any UGC to make sure it complies with your content guidelines and legal requirements. This may include removing or editing content that violates copyright or trademark laws, contains offensive or inappropriate material, violates the terms and usage of the hosting platform, or otherwise poses a legal risk to your brand.

A Word About Fair Use

In the U.S., fair use means that brief snippets of copyrighted material may be used under some circumstances without obtaining the owner’s permission. Typically, however, fair use applies to criticism, news reporting, teaching and research, and individual use. Commercial use (such as for a business marketing campaign) does not fall under this doctrine.

If navigating the legalities of UGC feels intimidating, working with an experienced brand agency can help. Our full-time staff of experts will be your partners in ensuring that everything in your marketing campaigns follows legal guidelines.

RELATED READING

The Creative Process: Feedback Dos and Don’ts

in General Marketing Insights by Hawthorn Editorial

W

hen marketing clients and their creative teams are in sync, it’s pure magic. The copy sings, the design is showstopping, and the KPIs are beyond expectations. When they aren’t, however, miscommunications can lead to project delays. Over the years working with clients here at Hawthorn, we’ve learned that there’s one thing that can send a project in either direction: feedback.

If the goal is a beneficial, collaborative relationship that results in the best possible outcomes, it’s important to learn how to navigate this essential part of the process with care. With that in mind, we put together some of our most common dos and don’ts for giving creative feedback.

Dos and Don’ts for Providing Creative Feedback

DO clearly define your objectives. Clearly communicate the project’s goals and objectives to the creative team. Provide context about the target audience, desired brand image, and specific outcomes you’re aiming to achieve. In other words, fill out the kickoff questionnaire with as much detail as you can.

DON’T take a shot in the dark. Speaking of that kickoff questionnaire – it’s an important document in the creative process, because it gives the team a foundation from which to build the work. A nearly empty questionnaire can cause delays, and more rounds of feedback.

DO provide specific feedback. Offer detailed and specific feedback on what aspects of the creative work you like or dislike. If you are having trouble articulating what you’d like to see changed, see if you can find examples or reference points that can illustrate your ideas and guide the team in the right direction. In many cases, a picture is worth more than a thousand words.

DO consider brand identity. When reviewing your creative, make sure that the work aligns with your business’s brand identity and values. One way to avoid” off-brand” creative is to provide brand guidelines and style guides at the very beginning (along with that complete questionnaire) to maintain consistency across all marketing materials.

DON’T forget your audience. While aesthetics are important, don’t prioritize them over functionality or relevance to the target audience. Ensure that the work serves its intended purpose and delivers meaningful value to customers, or it can result in creative that looks cool, but doesn’t resonate.

DO be timely. Provide feedback in a timely manner to avoid delays in the project timeline. Prompt feedback allows the creative team to make necessary adjustments efficiently and keep the project on track. It also ensures that the creative team can still keep the schedule running smoothly through their internal processes.

DO offer constructive criticism. This phrase is thrown around a lot, but what it means is to provide suggestions in a way that does two things: one, it helps the creative team understand why you’re asking for a change, and two, it helps them understand how to improve their work. Frame feedback in a positive and supportive manner, highlighting both strengths and areas for enhancement.

DO ask questions.  Trusting the expertise of the creative team is crucial – there’s a reason you hired them to begin with! That said, it’s encouraged to ask your team to explain why they made certain creative decisions. In fact, it can make the entire process even better.

DO encourage creativity. Inspire your creative team to innovate and pursue new ideas, as long as they stay within the parameters of the project. Give them a wide berth to explore different ideas and approaches that can elevate your brand’s marketing efforts. Sometimes, the team comes up with an idea that you didn’t even know your project needed. Embrace collaboration as an opportunity to bring together diverse perspectives and achieve better outcomes.

DO communicate preferences. Being clear about any specific preferences or requirements upfront helps avoid misunderstandings later on. The questionnaire or kick off call is the perfect place to provide detailed information about your expectations regarding design elements, messaging tone, brand identity, and any other relevant factors. When this happens early in the process, the creative team can tailor their work to meet your vision and avoid unnecessary back and forth.

DON’T personalize feedback. While preferences are good, asking the creative team to change a color because you personally don’t like it isn’t constructive. (This happens more than you’d expect.) Remember that you likely aren’t the target audience and remain focused on the project’s goals.

Find out more about working with a brand agency, and check out our full list of services. Our in-house writers and designers have years of experience collaborating with hospitality clients to create successful marketing campaigns.

RELATED READING

2024 is the Year of Luxury: Is Your Marketing Strategy Ahead of the Trend?

in Content Marketing, General Marketing Insights, Hotels & Resorts by Hawthorn Editorial

A

s travelers take to the roads and skies this year, they’re searching for two big things: experience and luxury. A recent survey found that one of the hottest trends for 2024 is a desire for experiential journeys tailored to travelers’ interests. Guided by the need to achieve both internal and external harmony, travelers are seeking experiences that are personal, balanced, and exclusive.

For luxury hotels and resorts, this is the perfect opportunity to emphasize and effectively market the amenities that put you at the top of the luxe list. And for properties that don’t traditionally fall into that category, it’s the right time to flip the script and show travelers your indulgent side. We’ve put together some inspiration to help get you thinking about what guest experiences can set you apart from the crowd:

Create Personalized Experiences

All hotels and resorts – not just those in the luxury category – should already be well ahead of the trend toward state-of-the-art tech, which has been growing steadily over the past several years. The industry has seen an emergence of robust digital amenities like concierge services, personalized itineraries, and even the opportunity to select your preferred in-room amenities, temperature, and more.

With that in mind, this is the year to focus a marketing campaign around everything on your menu that makes each stay unique. (If you’re having trouble coming up with a list, now is the perfect time to take the steps necessary to create one.) Your guest data can help you in two ways here: to create buyer personas in order to target new potential customers and to send targeted, personalized emails that highlight upcoming events, promotions, or exclusive offerings based on your guests’ previous preferences.

Audience data can also help you grow a relevant, timely blog. Unlike emails, a blog post gives you more online real estate to showcase amenities or dive more in-depth about your luxury story. Once published, your blogs can serve as landing pages for your newsletters, digital ads, and social media campaigns. (The blog you’re reading is one great example of this tactic. At Hawthorn Creative, we update our blog regularly and use email to alert subscribers to new articles. We also offer full-service blog strategy, writing, and maintenance for our clients.)

Guest data is also invaluable for up-and-coming luxury properties. If you want to upgrade your image, it’s essential to make a solid investment in data analytics (whether that’s money, time, or both) to glean information about your past guests. Showing a real understanding of their personal desires – especially if this is an avenue you haven’t taken before in your marketing – can go a long way toward crafting a luxurious, exclusive atmosphere.

Elevate Your Print Marketing

While it may seem like digital avenues rule the marketing world, don’t discount print marketing efforts just yet. When it comes to showcasing the luxurious qualities of your property, print marketing strategies – magazines, brochures, coffee table books, and more – can be highly effective. Why? For starters, print materials allow you to show off your property through high-resolution photography, stunning typography, and elegant design.

At Hawthorn Creative, we produce custom magazines for travel and hospitality clients. Our team writes and develops highly engaging feature-length content, providing the ability to dig deeper into a destination as well as property amenities and offerings like spas, dining outlets, and more. Magazines are also an invaluable vehicle for creating aspirational travel content that appeals to luxury travelers. These stunning in-room publications can help turn one-time visitors into lifelong customers.

Show Off on Social Media

Social media remains one of the most successful and engaging ways to showcase your property’s opulence, whether it’s all-encompassing or focused on a few key areas. A strong social media strategy – while ultimately unique for each brand –  includes regularly scheduled posts that highlight your amenities using high-quality photos and videos, engaging captions, and relevant hashtags. It’s important to understand the audience and expectations for each channel and create content accordingly.

It’s also important to remember that above all, social media is about storytelling. Obvious selling is becoming more and more of a detractor, especially for younger audiences like Gen Z. Instead, they respond to aspirational and visually captivating stories. To emphasize exclusivity, it’s imperative to utilize the expertise of professional copywriters, designers, and photographers – keep the iPhone footage for your personal page, no matter how good you think it looks. (Leave the handheld storytelling to your influencers.)

Stay on Top of Reputation Management

One last word about creating a luxurious online presence – you can develop all the smart marketing strategies you want, but bad user reviews can negate all your hard work if not handled properly. It doesn’t feel good to earn less than five stars, but the way you respond can not only mitigate the damage, but also help repair it.

That said: If you’re a luxury property that doesn’t respond to your online community, it’s time to start. Designate someone (or a team, if you’re on multiple channels) to monitor reviews and comments and respond in a timely manner.

Positive reviews and comments are easy – leave a thank you note! Make it personal with specifics, such as “We’re so glad you enjoyed dinner at our restaurant!” Negative reviews are a bit trickier, but the key to success is transparency: Own mistakes, show regret, and either provide an explanation or a solution in a professional manner.

Reviews can also be great content for social media or other posts. With permission, you can use guest testimonials or five-star ratings – especially if they mention the level of luxury, personalization, or exclusivity your property offers – to boost your credibility and counteract any negative impressions.

If reputation management – or any other tactic outlined here – feels overwhelming to you, Hawthorn Creative has a team of experts who can help.

RELATED READING

How to Choose the Right Images: Original Photography vs. Stock

in Content Marketing, General Marketing Insights, Photography & Video by Hawthorn Editorial

I

f you want the world to see your business as luxurious, every aspect of your brand needs to exude sophistication, elegance, and exclusivity. From your website to social media and everything in between, your brand’s visual style plays a crucial role in shaping the perception of your company.

This isn’t something that just happens on a whim. Striking exactly the right tone with your copy and imagery is a strategic, intentional process that can take a lot of time and effort, because the details matter in this competitive space. In this blog, we’re going to focus on choosing the right imagery to elevate your brand: live photo shoots vs. stock photography, plus the pros and cons of both.

Original vs. Stock Photography

First, let’s take a look at the differences between creating your own images and using someone else’s. Here are some factors to consider for each. (We’ll take a look at the new, third choice – AI-generated photography – at the end of this article.)

Advantages of Stock Photography

  • Convenience: Although it can still take time to find the perfect stock photo, going this route is a quicker solution for sourcing high-quality imagery compared to the time and expense that come with photo shoots.
  • Variety: This is the reason it can take a long time to find the perfect stock photo, especially if you aren’t quite sure what you’re looking for. The available platforms have huge collections of images that cover a wide range of themes, styles, sizes, subjects, and more.
  • Cost-effectiveness: Stock imagery requires you to pay a licensing fee (We don’t recommend free sites, but more on that later.) But compared to commissioning original photography, purchasing stock images can be a more cost-effective option. This is especially good for smaller businesses with limited budgets.

Disadvantages of Stock Photography

  • Lack of Exclusivity: Since stock images are available to multiple users, there’s a risk of encountering the same visuals on other websites. This could cause confusion among your customers and diminish the uniqueness of your brand.
  • Limited Customization: You may find a lot of stock photos that are 99 percent perfect – but not quite. Some stock sites allow you to alter their photos, but it depends on the type of license you buy.
  • Ethical Considerations: Stock photos in some categories tend to perpetuate stereotypes or lack diversity. When you’re sorting through photos, pay extra attention to ensuring that your brand is inclusive and diverse.
  • Low-quality Images: Especially on free stock sites, the imagery isn’t likely to be as high-resolution or high-quality as your brand requires. It’s very important to look at any downloaded photos in various sizes to ensure they don’t get pixelated.

Advantages of Original Photography

  • Authenticity: Original photography allows you to capture the unique essence of your brand. It’s something that younger consumers – who aren’t keen on hard sells – tend to gravitate toward. For some, a feeling of authenticity can be the reason they interact (or don’t) with a brand.
  • Customization: With original photography, you have complete control over the creative direction. This ensures that the visuals align perfectly with your brand’s aesthetic and messaging.
  • Exclusivity: By commissioning original photography, you ensure that your images are unique to your brand, enhancing your brand’s identity and differentiation in the market.

Disadvantages of Original Photography

  • Cost and Time: Original photography will often be your most expensive option for imagery.
  • Logistical Challenges: Organizing photoshoots, securing locations, and coordinating schedules can present logistical challenges, especially for businesses with limited resources or tight timelines.
  • Maintenance: Unlike stock photography, which can be easily replaced or updated, original photography requires ongoing maintenance and management to ensure your library is as relevant and up-to-date as possible.

Achieving Success With Original Photography

If you decide to schedule a live photo shoot, get ready to do a lot of planning, organizing, and adapting. You’ll need a clear understanding of your brand’s aesthetic and messaging, what the photos are trying to convey, and the little details that can make or break your final result.

We offer a wide variety of options for original photo shoots, including architectural, lifestyle, event-focused, social media mini-shoots, and more. We work hand-in-hand with our clients to understand their marketing objectives and adhere to these best practices:

  • Develop a strategy: Much like a content strategy, a smart photography strategy starts at the end, by defining your vision and goals for the project.
  • Draft a creative brief: Once you’ve articulated your images, the next step is a thorough brief that outlines the desired aesthetic, mood, and style that will best align with your brand and appeal to your target audience.
  • Use a professional photographer: Creating imagery for a luxury brand is not the time to use iPhone photos. Hire an experienced photographer with professional equipment whose portfolio and skills align with your desired outcome. Most photographers have their own lighting and equipment, but if not, they can provide the needed expertise for finding the right vendor.
  • Choose your support team wisely: Be sure that your selected location, models, hair and makeup people, and any props are aligned with your brand identity. All professionals in this space should have portfolios for you to peruse, so ask to see them and choose partners that match your desired aesthetic.
  • Anticipate hiccups: Always have a Plan B, just in case your makeup person gets sick, it rains, your prop tablecloth doesn’t arrive on time, or a location accidentally double-books you.
  • Pay attention: During the photo shoot itself, never take your eye off the ball. Keep close track of both the overall images and the small details to make sure nothing veers from your desired look. In addition, ask to review images in real-time in order to provide feedback or make adjustments. This is an important step because it will be far more expensive to have to re-gather everyone than to go into overtime pricing.

Achieving Success With Stock Photography

If you choose the stock photography route, a lot of your success will come down to selecting the right source provider. Not all platforms are created equal, so it’s essential to select a vendor that can deliver the type of images you need.

At Hawthorn Creative, our full-service branding services include photography consultation, strategy, and sourcing. Here are our best recommendations for finding high-quality, luxury stock imagery that reflects your brand prestige:

  • Choose premium platforms: Just like avoiding iPhone photos for luxury companies, we also recommend that you steer away from free stock photography sites. Instead, opt for reputable companies that specialize in high-quality, premium content – and be willing to pay for it. Some of our favorites include Getty Images, Adobe Stock, and Shutterstock.
  • Focus on authenticity: Prioritize images that convey a sense of elegance and exclusivity. Choose high-resolution images with refined composition, lighting, and attention to detail. Cliche or generic imagery could dilute the exclusivity of your brand.
  • Avoid trends: Select images that evoke a timeless sense of sophistication rather than fads that can be fleeting. (Unless you’re creating content centered around something topical.) This is especially important for print pieces that aren’t updated as often as their digital counterparts.
  • Create a shot list: If you were doing an original photo shoot, what kinds of images would you capture? Having a shot list on hand when you’re searching through stock photography can not only help you find the right photos, but focus your search terms as well.
  • Maintain brand consistency: If you’re choosing imagery for an email campaign, consider the look and feel of your other properties – does it work well with your website, social media accounts, and digital ads?
  • Read the license agreement: Stock photos come with different rules and restrictions, especially when it comes to commercial use. Some are exclusive rights, for example, meaning that once you use an image it’s taken out of consideration for others, and some aren’t allowed for commercial use at all. Read through the fine print as you’re researching stock photography providers to understand their legal requirements.

The Rise of AI in Stock Photography

In recent years, advancements in artificial intelligence have transformed the stock photography industry. You’ve likely seen images that people have created using AI-powered tools and algorithms – at this stage of the game, many of them are almost right (but not quite).

For stock platforms, AI has streamlined the process of image search, tagging, and recommendation, making it easier for users to find relevant content quickly. You can use AI-powered image recognition, for example, to help search for similar images. This is a huge advancement from a number of perspectives: One, being able to find stock imagery that matches the overall aesthetic of your other images, and two, cutting down the time it takes to sift through thousands of images by hand.

There are ethical questions, however. For example, some companies refuse to allow any AI-generated imagery that shows faces in a commercial context, because those images are still based on someone’s face and there’s no feasible way to get their permission. Because AI draws on existing data, it’s also more likely that the images it produces might be stereotypical vs. authentic and diverse.

Finally, AI-generated images can lack the human touch and emotional depth of photos captured by professional photographers, which can potentially impact the overall aesthetic and storytelling of a brand.

The bottom line, from our perspective, is to approach AI with caution. Until the science improves, you’re more likely to get exactly what you’re looking for with original or well-sourced stock photography.

If you’d like help developing your image strategy, Hawthorn Creative’s team of experts can work with you every step of the way, from initial ideas to sourcing vendor partners.

RELATED READING

Redesign vs. Refresh: Which One is Right for Your Site?

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

M

aintaining an engaging and up-to-date online presence is crucial for businesses across all industries. But understanding the how, why, where, and what can be overwhelming. There are two common strategies that guide companies through site updates: a complete redesign and a smaller, less complicated refresh.

Each one has a goal of enhancing the user experience and keeping the website relevant, but they differ significantly in scope, frequency, costs, and outcomes. We put together a side-by-side comparison breakdown of each approach:

Understanding the Basics

Redesign
A website redesign involves a comprehensive overhaul of the entire website, encompassing not only the visual elements but also the underlying structure, functionality, and user experience. It often includes changes to the site’s navigation, layout, content, and sometimes even the technology stack.

A redesign can also increase engagement, clicks, and conversions. For example, Hawthorn Creative developed a website design (and associated marketing) for Walters Wedding Estates that was a lot more than just gorgeous – it resulted in a 27% increase in time on site, 25% increase in page views per session, and a 50% increase in SEO traffic. (Read the case study here.)

Refresh
On the other hand, a website refresh is a more superficial makeover that focuses primarily on the visual elements of the site. During a refresh, the design elements such as color schemes, fonts, imagery, and overall aesthetics are updated without significant alterations to the underlying structure or functionality.

Estimated Costs

Website Redesign
The costs associated with a website redesign can vary significantly based on the complexity of the project. Factors such as the size of the website, the extent of functionality changes, and the need for new technology integration contribute to the overall expenses. On average, a comprehensive website redesign can range from a few thousand dollars for small websites to tens of thousands or more for larger, more complex projects.

Refresh
Compared to a redesign, a website refresh is generally more cost-effective. Since it focuses primarily on the visual layer, the expenses are lower, making it a more budget-friendly option for businesses looking to maintain a fresh appearance without undergoing a complete overhaul. Refreshing can cost anywhere from a few hundred to a few thousand dollars, depending on the scope of the changes.

Advantages and Disadvantages

Redesign Advantages
Undergoing a complete overhaul may be a larger investment, but it also brings with it a host of advantages that are imperative to remaining relevant online and ahead of the competition. First, a redesign allows for holistic improvements of your site’s structure, functionality, and user experience. It also provides an opportunity to adopt the latest technologies and development best practices. (This is especially important in the areas of cybersecurity and SEO.) Finally, a site redesign is the perfect opportunity to realign your online presence – and stay ahead of the competition – with fresh branding, updated design, and new product shots.

Redesign Disadvantages
The disadvantages of a complete website overhaul come down to two things: time and money. Because of their complex nature, redesigns are time-consuming projects that can require extensive planning, development, and quality assurance testing. It can be a costly project, too, not only in development costs but also in pattern changes that can temporarily disrupt both your internal teams and the end-user experience.

Refresh Advantages
Think of a refresh as a redesign lite. It’s a simpler, quicker way to give your site’s appearance a facelift without the investment of a redesign – something especially beneficial if your site updates regularly to reflect seasonal changes. It’s also a more budget-friendly option, which makes it accessible for smaller businesses with limited resources. And, since it’s mostly design-based, a refresh can also happen with minimal disruption to the daily routine simply by scheduling it as a regular project.

Refresh Disadvantages
Because a refresh focuses on design changes only, it doesn’t address any underlying structural or functional issues that may be present. You may not see a significant boost in user engagement or site performance from a refresh, and its short-term nature can mean more frequent updates.

Which One is Right for Me?

The decision between redesign and refresh depends on various factors, including the goals of the business, budget constraints, and the current state of the website. While both approaches offer distinct advantages, it’s important to base your strategy on desired outcomes and long-term objectives.

When to Redesign
Choose this option when your site needs significant changes, like structural or functional improvements. One of the most important considerations is the state of your site’s back-end functionality and security. If it’s been years since you’ve updated your tech stack or cybersecurity policies, your site could be vulnerable to exposure. Finally, a redesign is the best choice if your company is undergoing a rebranding.

For example, Hawthorn Creative helped AW Plastic Surgery, a leading medical aesthetics practice, redesign their site so that their online presence matched the 5-star in-person experience. The new design resulted in a 222% increase in organic traffic and a 49% increase in “Contact Us” forms completed per month. (See the case study here.)

When to Refresh
If you’re on a limited budget, a refresh is your best bet for a cost-effective way to maintain a fresh appearance. It also works well if you’re content with the overall branding of your site and navigation, but want to update the look and feel through design or copy. For businesses that have frequent events or consistent seasonal changes, refreshes are on a regular rotation throughout the year.

Should I Hire an Expert?

Like other strategy decisions, the surest way to make the right choices is to start at the end. Determine your website goals, what’s currently working well, and what’s not, and then work backward to mark steps along the way. At Hawthorn Creative, we have a team of experienced website professionals who can guide you through the entire process, from initial decision-making to final testing.

RELATED READING

Travel Across Generations: How Hotels, Resorts, and DMOs Can Attract the Entire Family

in Destination Marketing Organizations, General Marketing Insights, Hotels & Resorts by Hawthorn Editorial

S

ome properties focus on business travelers, some target young adventurers, and others cater to wellness seekers. But in this article, we’re focusing on Choice D: “All of the above.” We’re taking a look at how properties can market to several generations at the same time.

With all the talk about building buyer personas and targeting your marketing strategies, casting a wider net might seem counterintuitive – How do you make your property attractive to the kids and their grandparents at the same time?

It requires some innovative thinking, rule-bending, and smart targeting to cater to the diverse needs and desires of families spanning different age groups. We put together a list of marketing ideas to inspire you, along with some of our own multi-gen marketing success stories.

Highlight Your Diverse Accommodations

The concept of “parents in one room and kids in another” is outdated; the modern family vacation calls for a more nuanced approach. Hotels and resorts now offer myriad options, from spacious suites to interconnected rooms and private villas. Be sure to highlight your uniquely diverse options for group stays, and include pictures so families can envision themselves enjoying the spaces.

Curate Online Itineraries

Here’s another outdated idea: Generic itineraries that just feature local attractions without keeping their target audiences in mind. To attract multigenerational families, it’s important to craft itineraries that cater to different age groups. That doesn’t mean the entire family is stuck together the entire time – if you have an on-site spa, for example, offer an option for the parents to enjoy while the grandparents take the kids to get ice cream.

Hawthorn Marketing Case Study
We created a digital itinerary for multi-gen travelers as part of a website redesign for the New Hampshire Lakes Region Tourism Association. We included family-friendly attractions that everyone will enjoy, such as a ride on a mail boat, an easy hike with amazing views, relaxed-atmosphere restaurants, and more. You can see the full itinerary, along with our innovative interactive design, here.

Show Off Your Tech

Do you have Alexa-enabled rooms, automatic blinds, or other cool tech? Offering up-to-date digital amenities not only makes the stay easier for the adults – it can also be a massive boon for the kids (and their screens). One of the best marketing tactics for showing off your property’s tech is social media, especially platforms that utilize video. Showing the tech in action is a great way to help families visualize their potential lodging. When marketing your tech features, focus on the convenience, but don’t forget to highlight how cool they are, too!

Create an Emotional Connection Through Storytelling

Another great way to utilize video-based platforms is to create high-quality, experiential videos that help the family imagine themselves on-site. These videos can touch on amenities like unique accommodations and personalized services, but those should be secondary. Instead, focus on your property’s “why.” Answer questions like: What do you hope your guests will feel both during and after their stay? Why is it important for your property to cater to kids as well as adults? Why is your property the one that will create the best memories?

Segment Your Marketing Campaigns

Even though the family will be traveling as a group, the diversity within multigenerational families calls for segmented marketing campaigns. Tailor messages and promotions to specific age groups, ensuring that each family member feels individually addressed. Whether it’s discounts for children or spa packages for grandparents, targeted campaigns speak directly to the varied preferences of different generations.

Hawthorn Case Study

Opal Collection asked us to develop a multi-generational itinerary for them that would feature several of their luxury properties and work well for both print and digital. Our solution, a special feature called Across the Ages, highlighted options for families based on their travel goals. The Sagamore Resort, for example, was featured in a section for active families, with highlights split between adults and kids. (You can see how it looks in print here.)

Collaborate With the Right Influencers

In the age of influencer marketing, collaboration with partners who connect with different generations can be a game-changer. To market to multi-gen travelers, partner with family-oriented travel influencers who can give a first-hand account of the property’s accommodations, amenities, and perks for both adults and kids. It’s a great way to not only highlight your property in a casual way, but also to gain word-of-mouth credibility among the influencer’s followers.

Don’t Forget About Traditional Media

While digital marketing is crucial, traditional media still holds sway, especially with older generations. Printed brochures or magazine ads, television features, and radio promotions reach a significant portion of the population, and that’s crucial if the grandparents serve as the family vacation planners. Adapting your digital campaigns for traditional media helps properties tap into the preferences of older generations, who are more familiar with those platforms.

Team Up With Local Partners to Offer Packages

DMOs, hotels, and resorts can form collaborative partnerships with other businesses to offer tailored vacation packages that appeal to all ages. This can include airlines, local attractions, restaurants, or big events that are likely to draw a crowd. Offering a package as an all-encompassing experience could be a huge help for traveling families who feel overwhelmed making separate reservations.

When multi-gen travel is approached with a smart strategy that’s appealing across age groups, yet segmented in messaging and targeting, you can set your property as the stage for a lifetime of cherished family memories.

RELATED READING

Debunked 2.0: Myths and Truths about Print Marketing

in Content Marketing, Destination Marketing Organizations, General Marketing Insights by Hawthorn Editorial

H

ave you ever felt uncertainty when paying out the overhead costs for print marketing, wondering whether the materials actually bring a return on investment to your destination?

It may feel like print brochures get lost in a world of short, rapid-fire videos and ever-decreasing attention spans. But we’re here to tell you that when it comes to showcasing your destination through beautiful, high-resolution photography, stunning typography, and elegant design, print still matters.

It’s true that digital platforms dominate the marketing sphere, but the tangible nature of print materials – when used strategically – can be one of the hospitality industry’s most valuable assets. Previously, we debunked myths about digital marketing. This time, we’re going to take a look at some of the most common assumptions about print marketing vs. reality.

Myth 1: Print materials are outdated and ineffective

This is simply not true. While digital marketing has gained prominence in the hospitality industry, print materials can still be highly effective. Many customers, regardless of age, connect hotels and resorts with magazines.

They’ve become accustomed to in-room publications with their glossy pages, jaw-dropping photography, and essential guides for amenities and local attractions – so it makes sense that these same customers would be attracted to a brochure, postcard, or flier. Unlike digital media campaigns, which tend to come and go quickly, print brochures provide a tangible, tactile way to connect with customers.

Myth 2: Print materials are too expensive

Especially when compared with the inexpensive digital programmatic campaigns, the price tag for print materials can land them in danger of being cut from the budget. The reality, though, is that the costs for print materials can vary widely depending on factors like quantity, design complexity, and printing techniques. And, as we mentioned earlier, digital marketing is ephemeral. Print materials, even with a larger initial investment, are in it for the long haul. They can be used effectively for several years before requiring an update.

Myth 3: Print materials are not environmentally friendly

A property’s sustainability efforts (or lack thereof) can be a deal-breaker for travelers, and one of the traditional items they may see as waste is print marketing materials. In order to combat this negative perception (and help the planet at the same time), choose recycled paper, use soy-based inks, and work with printers who uphold environmentally responsible values to minimize the environmental impact of your print materials. And, if you choose to go this route, be sure to highlight your eco-friendly efforts, both in the actual print material and on any display stands.

Myth 4: Print materials lack measurability and analytics

It’s true that print materials don’t offer the same real-time analytics as digital marketing, but you can still measure their effectiveness. Tactics like QR codes, unique phone numbers, or custom URLs can help you glean valuable insights by tracking customer responses and monitoring foot traffic post-distribution. (Note: This isn’t a set-it-and-forget-it tactic. It’s important to make sure that your codes and URLs remain live and relevant to the brochure.)

It’s also essential to ask that important question: “Where did you hear about us?” both in your intake forms and in person during site tours. While it may not be fancy or state-of-the-art, it is a tried-and-true way to track engagement for offline materials.

Myth 5: Print materials don’t reach a younger audience

Almost every recent travel study out there says that Gen Z and younger millennials turn heavily to social media and other digital outlets to inform their travel research. But many travelers, regardless of age, are drawn to slick, well-designed brochures filled with gorgeous pictures, inspirational trip ideas, and all the logistical info they need in one place (See Myth No. 1).

Even if younger travelers overlook your brochure in favor of your website, should that be a deal-breaker? Younger travelers only represent a fraction of your overall potential clientele, and marketing isn’t about casting a wide net – it’s about targeted, personalized messages that speak to each audience in their language, on their favorite platforms.

If you take the time to build robust buyer personas, you may discover that your older travelers do make decisions based on print marketing, because it feels familiar to them. Focus more of your print efforts on that audience, and create another, digital approach for younger travelers.

Myth 6: Print materials have a limited reach

Your distribution plan for print materials may look something like this: local businesses, hotels, tourist information centers, and other relevant locations to reach potential customers. But smart marketing in this instance is about finding ways for your brochures to be targeted, intentional, and visible to your potential audience.

Once again, buyer personas come into play here. Understanding your particular customer behaviors – travel habits, interests, amenity preferences, and more – helps you create a smarter strategy. Here’s an example: If you cater largely to business travelers, consider placing print materials (even an entire booth’s worth) at relevant trade shows, industry events, and other areas where many of your customers will be in one place.

If your property is family-friendly, consider print advertising in publications that target the same audience, or a direct mail campaign that speaks directly to a family of travelers in their home.

Myth 7: Print materials are not adaptable

This myth is based on the cost of redesigning and reprinting, but there are ways to cut the overhead and still refresh your print materials. If you have an evergreen print booklet, for example, you can include one small section that’s “seasonal” and update only those pages. Special event flyers can be used as inserts inside of your regular brochures to bring added attention to upcoming activities.

One thing to consider here, especially if money is a factor: Does it cost any more to refresh your print materials than it does to reskin your website? It’s highly recommended to update your digital properties even more often than print, and those costs can add up quickly, too.

Refining old assumptions about print marketing reveals that they still have a valuable role to play in the hospitality marketing industry. While digital marketing remains at the top of most tactical lists, print materials are powerful complements that provide a tactile and memorable way to engage with customers, especially locally. To maximize their effectiveness, it’s crucial to use them strategically and consider factors like design, cost, and environmental impact.

RELATED READING

Digital on the Rise: 3 of the Hottest Tech Trends in Hospitality in 2024

in Content Marketing, Destination Marketing Organizations, General Marketing Insights, Search Marketing by Hawthorn Editorial

U

pcoming digital trends for the hospitality industry are beginning to reveal themselves, and it’s a mixture of the expected and the not-so-expected. For example, we’ve known that the use of AI for both travelers and destination marketers is growing quickly, but this year we’re going to find out just how much – and how fast. (Spoiler alert: It’s a tsunami.)

Here, we’re diving into a few of the tech-related trends that hospitality professionals should know heading into the new year.

1. Generative AI

For a long time, artificial intelligence was a futuristic, intangible concept that only appeared in sci-fi movies. But in 2023, it landed squarely in real life, giving us a new way to research, create, and problem-solve. 2024 will be the year that we move from the “shiny new toy” stage to understanding just what AI can do, and how it can bring more opportunities to the table.

From a hospitality marketing perspective, generative AI has already started making waves. According to a recent Sojern study, AI will have a “monumental influence” on how destinations market to travelers. The main areas of focus seem to be content creation (49 percent) and predictive analysis and forecasting (40 percent), as well as data analysis and content personalization.

In stark contrast, the same study revealed that 71 percent of DMOs don’t believe that AI will have much impact on their team, especially in areas of creation and optimization, creative media, and web, app, and platform creation.

Wherever you fall on this spectrum, the first step is to really understand what the current state of AI is capable of (and what it’s not) for not only your team, but for travelers as well.

AI for Marketing
One of the biggest changes AI is bringing to the marketing industry across the board is the ability to better understand and analyze data. While some larger companies have experts on staff or third-party partners who have traditionally done this work for them, many agencies do their best to understand it themselves.

When you pour all of your data points into an AI bot, however, you can get bigger, better insights into your customers – their journey, their behaviors, their intent, and so much more. AI can help optimize marketing campaigns and create personalized experiences, but what it can’t do with any consistency or quality right now is design and write.

That all might sound a bit daunting. But once you understand the basics of AI, what it can and cannot do, and how to make it do what you need it to do, it can truly change the marketing game.

AI for Travelers
The concept of texting to request housekeeping service or getting a dinner reservation is still somewhat new. But now that travelers know it’s possible, they aren’t going back. AI is making everything about travel easier, but one of the biggest game-changers is its ability to help plan trips. AI can help aggregate property reviews to give an overview of the general consensus, and it can make actual relevant recommendations for travelers who know what they want but are not sure where to get it (goodbye, manually written “What’s Your Travel Personality?” quizzes with limited, pre-programmed responses) and to track prices online.

Expedia has been using AI for a while now to power customizations like price tracking and personalized recommendations. In April, the company signed a partnership with ChatGPT to act as a chatbot within the app.

2. Year-Round Paid Media Investments

The Sojern survey discovered that 96 percent of DMOs are making “significant” investments in paid media for their marketing campaigns. The number of marketers who take a year-round approach is at 58 percent, with an immense focus on social media advertising and search engine marketing.

Some of the more traditional tactics include keyword buys on Google Ads, targeted paid social media, and especially for destinations, paid influencer partnerships. But one interesting trend is using earned media as paid media through third-party endorsements. Here’s an example: A national media outlet ranks your city or property as one of the best places to visit in 2024. DMOs, in turn, share and promote that media article as a sponsored ad.

For many DMOs, the year-round spend makes more sense than just a seasonal or special-occasion push, especially to maintain brand awareness and search rankings. It’s also an opportunity to tailor the basic brand story to fit local events, holidays, and travel peaks.

To achieve the highest ROI on your paid media campaigns, we recommend setting clear goals, targeting your audiences effectively, developing strong messaging and creative, and committing to constant analysis and optimization (something AI can help with!).

3. Navigating the Post-Cookie Internet

Google is eliminating third-party cookies – which track a user’s browsing data – in mid-2024. As a result, the marketing agencies that rely on cookies to better understand their customers are in a scramble to figure out what’s next.

For consumers, this is a bit of a win/lose situation. Many have been wary of cookies for some time now, but they also seek personalization – something cookies provide. Google says it has no plans to replace the concept of cookies, and the business that comes up with a viable (even better!) alternative will set the new standard moving forward.

In the meantime, marketers plan to rely more heavily on first-party data. This may be one reason that the trend toward paid social and search media is on the rise at the same time.

Other digital trends on the radar include AI-driven search recommendations, personalization, and favoring a more automated front desk. Keeping up with these fast-developing trends can be overwhelming, but Hawthorn Creative has a team of experts who can help you determine the right paths for your organization.

RELATED READING

5 Travel Trends to Expect in 2024 (and Tips for Marketing Your Property)

in Destination Marketing Organizations, General Marketing Insights, Hotels & Resorts by Hawthorn Editorial

I

f you’ve been watching travel trends over the years, you may have noticed a pattern. Typically, the trends change only slightly, and successful marketing strategies stay largely the same. Then there’s 2024: one of those years where travelers are packing a whole new set of rules, and making minor adjustments in your marketing strategy isn’t going to cut it.

According to Expedia’s annual travel trends report, 2024 will come with an entirely new travel vibe check, including trends like “bleisure” travel, tour tourism, and dry tripping. Read on to find out what it all means and how you can capitalize on a host of new opportunities.

1. Tour Tourism

How far would you travel to see your favorite band perform live? Around 44 percent of people said they would use a concert as the reason to visit a new location in 2024, and the more niche the artist, the farther they’re willing to go. After years of not having access to live shows, music lovers are more than ready to book their vacations based on where they can get their hands on some coveted tickets.

Your opportunity: Get to know your local music scene – keep a comprehensive concert calendar, get to know the local promoters, and create a marketing plan that positions your property as a home base for all of your guests’ musical adventures. Keep in mind, too, that some artists who aren’t considered “mainstream” attract huge crowds. Get to know all the musical acts heading your way – not just the ones you’re already familiar with – and target your messaging to those fans.

2. Dry Tripping

Think of dry tripping as the opposite of a trip to Key West, Bourbon Street, or Napa Valley. While some travelers relish the chance to drink and be merry while they’re away from the real world, more and more people want to experience vacation mindfully – sober, grounded, and living in the moment. It’s about more than just drinks, too. Travelers are in pursuit of wellness-related activities like yoga or meditation retreats and seeking the comfiest of hotel beds.

Your opportunity: Half of travelers said they would be interested in staying at hotels that offer alcohol-free drink options, like non-alcoholic beer or mocktails. It’s an easy way to get even more creative with your drink menu with offerings like CBD-infused beverages. Beyond that, you can offer amenities, classes, and local partnerships that position your destination as a true oasis, home to the complete wellness experience.

3. Vibe Check

Price, availability, and amenities are all still important deciding factors in choosing lodging, but travelers are looking for something else, too – the vibe. According to Expedia, 90 percent of travelers say a property’s vibe is important to them, and some of the top vibe-related searches these days include artsy, beachy, cozy, and modern.

Your opportunity: This may feel like a tough concept to nail down, especially when retro, historic, and vintage vibes are three different things. But one of the best ways to create a vibe for your property is to lean into what you already have and play on your strengths. Refresh furniture and design, update your brand story to include atmosphere, create a marketing plan to get the word out, and target the travelers who, well, vibe.

4. Local Cultural Immersion

Tourists are increasingly ditching prefab, tourist-y attractions in favor of getting to know the local culture. This can be anything from savoring local cuisine to hiking and exploring the surrounding scenery. And while it’s true that not every property is at the foot of a picturesque volcano or in the heart of a world cultural center, there are always ways to show off the local community.

Your opportunity: Invest in content marketing that showcases not only your property, but everything that’s within a reasonable driving or walking distance. On-site, offer an “Adventure Like a Local” printed or digital guide during check-in. If you already have a digital assistant or chatbot in place, enable it to make dinner reservations at local restaurants. You could even have a well-known local chef prepare meals as a guest in your property’s restaurant. Then, once you have your campaign in place, promote it everywhere – blogs, social media, newsletters, and whatever other tactics work best for your campaign. (Hawthorn Creative has an expert staff of content developers, writers, designers, and social media pros who can help!)

5. “Bleisure”

It’s exactly the mashup you’d expect – a blend of business and leisure travel. Remote work typically equals “I can work from anywhere,” and mobile employees are taking advantage of the opportunity to both work and play. It happens in two main forms: individuals who need or want to work from new destinations, and group business travel extended by a day or two for some out-of-office fun.

Your opportunity: To attract bleisure travelers to your property, your first consideration is whether you can accommodate group travel (and are in a destination packed with off-site activities) or if your hotel is more apropos for solo explorers. If your property is ideal for group business travel, consider a targeted marketing campaign that speaks directly to travel decision-makers – which may include B2B advertising as well.

If you lack the space for large groups, it’s still about targeted, customized messaging. One additional option is to cater to the business travelers’ families. According to a recent survey, 57 percent of employees confessed to booking business trips to destinations they know their loved ones would enjoy. Be sure to highlight the amenities and local attractions that will keep family and friends busy during work hours.

For both group and solo business travelers, a business-oriented loyalty program can also be successful – especially to attract repeat guests.

Do you know what all of these travel trends have in common for marketing? Starting with buyer personas. Create the ideal customers for your property – as vastly different as they might be – and develop creative that speaks directly to them.

RELATED READING

Here’s How to Reach Different Generations on Social Media

in Content Marketing, Social Media Marketing by Hawthorn Editorial

S

ocial media marketing is ubiquitous among luxury brands these days, but that doesn’t mean it’s easy. Each channel has unique audiences, with unique needs and perspectives. They also have certain expectations about what type of content they’re likely to see on each channel, which means that creating one social post and publishing it everywhere, exactly the same way, isn’t a smart strategy.

Much like everything else in the marketing industry, social media is all about personalization, and crafting thoughtful content that delivers audiences exactly what they’re looking for. Here’s a look at how each generation interacts with their favorite social media channels, what they gravitate toward, and what they don’t. (Just remember, you still have to do your homework to determine your unique audiences and their preferences.)

We’ll start with the youngest and work our way up:

Gen Z (Born 1997-2012)

Your first thought might be that all of Gen Z lives on TikTok. And it’s true that the short-form video platform is used by 61 percent of users in this age group. The most popular platform, however, might surprise you – it’s YouTube. Around 84 percent of Gen Z social media users engage with what many might consider to be a legacy channel. Snapchat and Instagram are next, followed by much lower numbers on Facebook and X (formally known as Twitter).

Social Media Do’s

  • Do create attention-grabbing video content that is concise and impactful. (This is possible on YouTube by uploading YouTube Shorts, which are 60 seconds or less and filmed vertically, much like TikTok videos)
  • Do incorporate interactive elements like polls, quizzes, and challenges. Gen Z enjoys participating and co-creating content.
  • Do embrace highly visual platforms like Instagram, TikTok, and Snapchat. Gen Z prefers platforms that prioritize imagery over text. Luxury brands can excel in the visual arena!

Social Media Don’ts

  • Don’t ignore Stories and temporary content features on platforms. Gen Z values real-time and ephemeral content experiences.
  • Don’t come across as inauthentic or insincere. Gen Z can spot inauthenticity quickly and tends to disengage from brands that don’t align with their values.
  • Don’t rely solely on traditional marketing tactics. Gen Z responds better to content that feels like an organic part of their online experience.

Millennials (Born 1981-1996)

The millennial generation, the oldest of whom remember life pre-social media, tend to have interest in the widest variety of channels. Facebook is the most popular at 87 percent, although 72 percent of millennials use Instagram and 66 percent turn to YouTube. This generation loves the ephemeral nature of Instagram Stories and Snapchat, and they love to shop online: 78 percent of millennials have purchased a product after seeing it on social media.

Social Media Do’s

  • Do create attention-grabbing video content that is concise and impactful. (This is possible on YouTube by uploading YouTube Shorts, which are 60 seconds or less and filmed vertically, much like TikTok videos)
  • Do incorporate interactive elements like polls, quizzes, and challenges. Gen Z enjoys participating and co-creating content.
  • Do embrace highly visual platforms like Instagram, TikTok, and Snapchat. Gen Z prefers platforms that prioritize imagery over text. Luxury brands can excel in the visual arena!

Social Media Don’ts

  • Don’t ignore current trends or cultural references. Staying relevant is vital when interacting with millennials.
  • Don’t flood your feed with promotional content. Balance promotion with entertaining and informative posts to avoid coming across as too sales-y.
  • Don’t ignore comments or messages. Millennials expect timely and meaningful responses to their inquiries and comments.

Generation X (Born 1965-1980)

While younger generations have moved on to newer, trendier social channels, Gen X still calls Facebook home. With 74 percent of this generation on the platform, it’s safe to say that Facebook is their go-to for social networking and staying in touch with friends and family. Like their younger counterparts, they’re also big fans of YouTube (70 percent). They treat Instagram much the same as Facebook, posting content related to their lives, travel experiences, family, and hobbies. And they’re a growing presence on TikTok, although their content – especially in relation to trends and challenges – looks very different from their younger counterparts.

Social Media Do’s

  • Do be authentic and transparent in your interactions. Gen X values honesty and straightforwardness (and has zero time or patience for anything else).
  • Do offer a mix of content that balances professionalism and informality. Gen X appreciates a versatile approach.
  • Tap into nostalgia! Some of the most popular videos among Gen Xers are laughing at young people trying to use “old” technology, like rotary phones, and introducing childhood games and music to a new audience. (Here’s something that might surprise you: One of the most popular TikTok creators among Gen Xers is AARP – the company has perfected the way they communicate with this generation.)

Social Media Don’ts

  • Don’t disregard feedback, whether positive or negative. Address comments and messages professionally and constructively. (See first Gen X bullet above.)
    Don’t inundate them with excessive information or content. Keep it concise and relevant.
    Don’t assume that Gen X is automatically proficient with every social media platform. They may not be as tech-oriented as younger generations.

Baby Boomers (Born 1946-1964)

This audience is simple to find: They’re on Facebook. It’s long been the favorite choice for connecting with friends and family, sharing updates, and staying informed about various topics. It is the most commonly used platform in this age group. Boomers are also the fastest-growing audience on YouTube, where they go for both entertainment and how-to videos.

Social Media Do’s

  • Do communicate your message clearly and concisely. Baby Boomers may prefer straightforward language and easy-to-follow content.
  • Do provide educational content that offers insights, tips, and useful information. Baby Boomers appreciate content that helps them learn or solve problems.
  • Do respect their privacy. Avoid intrusive or overly personal questions. Gain their trust by demonstrating that their information is safe with you.

Social Media Don’ts

  • Don’t overwhelm them with technical jargon or assume they are tech-savvy. Use plain language and explain concepts when necessary.
  • Don’t neglect visuals entirely, but avoid overcomplicated graphics or excessive use of emojis. Baby Boomers may prefer text-based content.
  • Don’t employ aggressive sales tactics. Instead, focus on building relationships and trust before promoting products or services.

It can be a little easier to define your audience when it’s divided strictly by age group. But oftentimes it’s not that easy. When you’re appealing to habits and needs that span multiple generations, successful engagement often hinges on authenticity, offering value, and being mindful of privacy and data security.

If you’re not targeting specific sub-campaigns to focused groups, speaking to diverse audiences in a way that resonates with all of them requires a nuanced approach that balances the use of technology with human connections.

Finally, we’re sure you’ve noticed the common thread among all generations – YouTube. It’s a wonderful place to illustrate your brand story with gorgeous moving imagery, and a great one-stop-shop to keep all of your video content.

RELATED READING

Still Trying to Figure Out Google Analytics 4? Here’s What You Need to Know

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

H

ave you figured out Google Analytics 4 (GA4) yet, or are you among the (likely large) crowd of analysts who are still pounding the keyboard trying to decipher all the changes from Universal Analytics (UA)? When Google stopped data collection for UA starting in July of 2023, its replacement – created to satisfy regulatory demands and address privacy concerns – stepped in with a completely new way to process information.

Here at Hawthorn Creative, we had a lot of questions: How do I compare my new GA4 data to UA? How do I know the comparison is correct? Where can I find the tool that I loved on UA inside the GA4 dashboard? What the heck are all these new reports? Then, we realized that many of our clients were asking the same questions, so we put together some of the main points you need to know about GA4, including its new features and functions, data-collection methods, and newfound advantages for your business insights.

GA4’s New Reports, Functions, and Key Features Explained

If you’ve spent any quality time with GA4, you’ve likely noticed several new reports and functions – some of which are redefining how businesses analyze data. Tools like enhanced event tracking, machine learning-based predictive metrics, and deeper audience segmentation offer a wealth of opportunities for businesses seeking deeper insights into user behavior and trend forecasting.

But without education on how to turn those data points into insights, it’s all just a bunch of numbers. To kick-start your learning process, here’s a look at the key reports and functions, as well as what they do:

  • Event-Driven Tracking: Data in UA was captured by way of “hits,” which included a number of interactions, like page views, social interactions, or transactions. GA4 names every interaction an event, no matter how it was triggered (a page view is an event, and so is a transaction). This shift allows businesses to get a more comprehensive view of the customer journey and their behaviors.
  • Enhanced Machine Learning: The AI-driven insights you’ll find in GA4 help predict trends, segment audiences more effectively, and optimize marketing strategies in the ever-evolving luxury market. Machine learning can track interactions on multiple devices at the same time, follow precise customer journeys, figure out why users opt out and, over time as it learns, predict metrics like when a shopper is likely to log back in or make another purchase.
  • Cross-Platform Tracking: Improved capabilities to track user behavior across various platforms and device IDs, so that one person remains one person whether they’re on a laptop or their phone. Getting a more robust picture of how users interact can help create seamless, personalized experiences across all touchpoints.

How Do I Make Sure I’m Comparing Apples to Apples?

One of the most common concerns we’ve heard from our clients is that a new data-collection method means they won’t be able to correctly compare this new data to years and months past. GA4’s approach is focused on a user-centric model with event-driven tracking, and that’s no small alteration from the way businesses were used to interpreting and using analytics.

So, how do you get an apples-to-apples comparison of GA4 data versus UA?

The bad news is there isn’t a direct way to compare the two sets of data. The good news is, there are third-party programs that can provide a workaround, such as Analytics Canvas, or various data-blending methods using programs like Google’s Looker Studio. For strictly GA4-collected data, the first step to gleaning meaningful insights is to establish relevant benchmarks moving forward. Then, study how the metrics have shifted and dig into the nuances between the two. Here’s how we recommend that you get started:

  • Establish clear baselines: Set benchmarks for comparison purposes, but keep in mind that the way the data is represented might vary between UA and GA4. Google reports a sometimes large discrepancy between the two data sets, but explains here why it’s not a cause for concern.
  • Embrace cohort exploration: According to Google, a cohort is a group of users who share a common characteristic that is identified in this report by analytics dimension – for example, all users with the same acquisition date. Thanks to GA4, you can track those user groups over time to analyze behavior changes and, if necessary, adjust your touch points.
  • Consider data granularity: Granular data gets down to specifics, collecting attributes like city, browser preference, device brand and model, operating system, screen resolution, and more. That’s an opportunity to create some seriously personalized messaging.
  • Patterns in the news: Keep an eye on the latest insights and trends being shared by other businesses that are making the transition to GA4. You might stumble upon an answer you’ve been searching for, or a hack that brings everything into focus.

Making the Switch (Without Losing Your Head)

We know this all sounds overwhelming, so we’ll give you the same pep talk we gave ourselves – You figured out UA, so you can figure out GA4, too. Start with a shift in perspective and level of comfort with user-centric analysis, and then take the time to learn how you can best take advantage of machine learning and cross-platform tracking. (Spoiler alert: They’re game-changers, in a great way!)

Also, don’t forget that this is a chance to get ahead of the curve – and the competition. And who doesn’t want a competitive edge?

If you’d like to sit with a professional analyst to unpack the full capabilities of GA4 for your organizations, Hawthorn Creative’s expert analytics team is happy to help.

RELATED READING

We Debunked the Top 10 Myths About Digital Hospitality Marketing

in Destination Marketing Organizations, General Marketing Insights, Social Media Marketing by Hawthorn Editorial

A

re there things you always do as part of your hospitality marketing plans? Think about the tactics that you use to shore up your messaging. Are there any on your list that exist because you heard from someone who knows someone who said that A tactic works or B tactic never works?

As strategic as you try to be, myths and outdated ideas tend to wiggle their way into digital marketing plans. Some are even so ingrained in the marketing zeitgeist that you don’t even realize you’re using them just because.

The risk with basing your strategies and tactics on myths and misconceptions is that it can lead to ineffective strategies. So, if you’re in the throes of reworking your marketing plans for next year, this one’s for you. In this blog post, we’re going to take a look at some of the most pervasive myths in hospitality marketing and what you can do to kick them out of your marketing brain once and for all.

Myth 1: Social media is enough for a successful hospitality marketing strategy.

Here’s the truth. While social media is an important part of your marketing strategy, it’s just one component. A successful marketing strategy should include a mix of channels, including a website, email marketing, online travel agencies (OTAs), and search engine optimization (SEO). Always do your research to find out where your audiences go when they’re online, and meet them in those spaces.

Myth 2: Discounts and promotions always attract more guests.

Sometimes. While discounts can attract guests, relying solely on price cuts can devalue your brand and reduce profitability. That’s a big risk, especially for luxury hotels and resorts. Instead, offer guests promotions that reflect the perceived value of your offerings (other than room prices). (For example, offer spa discounts to guests, complimentary valet, or late checkout.)

Myth 3: High traffic to the website guarantees bookings.

Earning a booking is about so much more than your web presence. While active website traffic is essential, it doesn’t necessarily lead to conversion. As part of your marketing strategy, create a strong conversion rate optimization (CRO) plan to ensure that visitors are engaged and encouraged to book. Elements can include things like clear information, intuitive navigation, appealing visuals, an easy booking process, and more.

Myth 4: Online reviews don’t matter much in hospitality marketing.

Think about this one from your perspective as a customer. How often do you check reviews before making a decision? More and more, online reviews can make or break a business in the hospitality industry. When all things are equal between two properties, guests often rely on reviews to help them make that final choice. It’s essential to actively manage and respond to both positive and negative reviews to build trust and improve your online reputation.

Myth 5: All guests are the same – you don’t need to target specific demographics.

You can find the truth here simply by looking at the guests at your property. Demographics often vary widely (for example, a hotel that’s popular with business travelers but also happens to be outside a concert venue), and each of those audiences has different preferences and needs. Targeted marketing efforts that consider demographics, interests, and behaviors – ultimately focusing on your ideal customers, represented by buyer personas – can lead to higher conversion rates and a more loyal customer base.

Myth 6: Email marketing is outdated and ineffective.

This one may be surprising to some, but the truth is that email marketing – when used correctly – remains a powerful tool in hospitality marketing. Although marketing trends and fads tend to come and go, email has always been successfully reliable. In fact, personalized and relevant email campaigns can see open rates of as high as 20 percent. However, that doesn’t mean you can just write anything and send it. Smartly written, relevant emails with irresistible CTAs are the key to success.

Myth 7: It’s enough to have a mobile-responsive website.

A better word here might be essentials. Mobile optimization is today’s site-building standard, but it’s about more than just looking good on both a phone and a desktop. Mobile users also expect fast loading times, easy navigation, and for hospitality marketers, a seamless booking experience. (While most travelers do their actual booking on a desktop, almost half of them plan and research their trips entirely using their phones.)

Myth 8: All online travel agencies (OTAs) charge the same commission rates.

The truth is that commission rates can vary significantly between OTAs. Dynamic pricing, credit card fees, booking fees, and other factors play a role in how much commission hoteliers are expected to pay. The good news is that it’s possible to negotiate rates with OTAs to find a favorable agreement that suits your property and financial goals.

Myth 9: Once a guest books, your marketing efforts are done.

Here’s the truth: Once a guest books, it’s your job to entice them to book again. The marketing touchpoints that happen after they leave the check-in desk are what turn one-time visitors into lifelong customers. A strong customer marketing strategy should engage with guests before, during, and after their stay through personalized communication, follow-up offers, and loyalty programs.

Myth 10: It’s OK to copy competitors’ marketing strategies.

Even when they’re in the same niche – and even when they carry the same brand name – every hotel and resort is unique. And while competitor research is valuable, blindly copying others’ strategies isn’t likely to work for your unique property. Should you take inspiration from a campaign that you love? Absolutely. But from there, it’s essential to understand your own strengths, target audience, and brand identity to create a marketing plan that sets you apart.

More than ever, successful hospitality marketing requires thorough research, an understanding of customer trends, and a willingness to skip over tactics that won’t drive success – even if they’ve just always been there.

RELATED READING

Want To Beat the OTAs? Here Are 9 Effective Strategies

in Destination Marketing Organizations, General Marketing Insights, Websites by Hawthorn Editorial

T

ravelers have access to a seemingly endless list of resources that can tell them the ins and outs of their travel destinations, activities, lodging options, flight prices, and more. In fact, travelers visit an average of 277 web pages before booking a trip.

Those research stops are all important touchpoints along the luxury traveler journey, but the most important one is yet to be determined – where do they go to finally hit the “Book Now” button? Recently, that answer has been an online travel agency (OTA), which offers travelers not only lodging, but flights, rental cars, attraction tickets, and even more. Two of the most popular OTAs, Expedia and Booking, account for around 60 percent of all travel bookings across the U.S. and Europe.

How can individual hotel and resort properties compete with these enormous one-stop shops? The answer: By focusing on what you have that they don’t – namely, direct bookings and guest loyalty. Here’s our list of tried-and-true ways that hoteliers can compete with (and even outperform) OTAs.

1. Curate Personalized Experiences

As an individual property, one of the key advantages you have over OTAs is the ability to offer personalized experiences. Unlike OTAs, where sheer size requires a one-size-fits-all model, your property can tailor its offerings to meet the unique preferences of your guests. This can include customized room amenities, special packages for celebrations, and even personalized concierge services. A focus on creating memorable, tailor-made experiences will attract travelers seeking a more personal touch that OTAs simply cannot replicate.

2. Incentivize Direct Bookings

Direct bookings bring more than just the opportunity to retain a larger share of the revenue. They’re also the perfect opportunity to build a direct relationship with guests. Individual properties can entice guests to book directly with exclusive perks such as discounted rates, free upgrades, late check-out, or loyalty program rewards. Direct booking also brings additional value, like more flexible cancellation policies and better customer support.

3. Invest in User-Friendly Websites

A slick, easy-to-use website is crucial for attracting and retaining potential guests. Invest in a responsive and easy-to-navigate website that provides comprehensive information about the property, including high-quality images, room details, and amenities. A seamless online booking experience is essential to encourage direct bookings, and user reviews and ratings should also be prominently displayed to build trust with potential guests.

4. Engage in Social Media Marketing

Social media platforms are an excellent way for hotels and resorts to connect with their target audience on a more casual basis and build a loyal following. By consistently sharing engaging content, stunning visuals, and stories about the property, you can create a community of loyal guests who will help bolster your brand story. You can also use social media to highlight unique features, promote special offers, and interact with guests directly, enhancing the guest experience and encouraging repeat visits.

5. Leverage Online Reputation Management

In a day and age where online reviews can make or break your property, digital reputation management is essential. Whether it’s a dedicated job or a group responsibility, your marketing team should actively monitor and review websites and respond promptly to both positive and negative feedback. Demonstrating a commitment to guest satisfaction and addressing concerns publicly shows potential guests that your property values their experience. Encouraging satisfied guests to leave positive reviews can also help boost a hotel’s reputation.

6. Offer Unique Packages and Promotions

To stand out from OTAs, brainstorm some unique packages and promotions that cater to specific niches or interests of your guests – honeymooners, adventure enthusiasts, spa lovers, or food connoisseurs, to name a few. By offering specialized experiences that align with your unique selling points, you can attract travelers seeking more than just a place to stay.

7. Implement a Robust Loyalty Program

Rewarding your guests for their continued business is a wonderful and effective way to build repeat business and encourage direct bookings. Consider offering perks like discounted rates, free nights, exclusive access to amenities, or even partnerships with local attractions. A well-designed loyalty program can foster a sense of belonging and encourage guests to return.

8. Focused Marketing

As we mentioned, OTAs are a one-stop shop. Because of their sheer size, there isn’t much room for individualization. That’s where individual property marketing can shine. For example, you can develop a targeted marketing campaign that highlights all of your cool, upgraded tech. Sustainability is another area that lends itself to an individual focus as it becomes increasingly important to travelers. Marketing these efforts individually allows you to share more details and catch a traveler’s attention far more effectively than when they’re quickly scanning through OTA listings.

9. Build Local Partnerships

Collaborating with local businesses and attractions can not only enhance the guest experience, but also create a unique selling point for individual hotels and resorts. Partnering with nearby restaurants, tour operators, or cultural attractions can lead to package deals and cross-promotional opportunities that attract travelers seeking a comprehensive local experience. The key to these perks, however, is booking directly with the property.

By focusing on personalized experiences, encouraging direct bookings, and leveraging technology and marketing strategies, your marketing team can create a compelling value proposition for travelers. Ultimately, however, the key to success lies in understanding what sets your property apart and shouting it from the rooftops.

RELATED READING

Technical Audits 101: Here’s What They Are, and Why Your Website Needs One

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

T

his article isn’t sexy. It’s not about creating stellar marketing campaigns, writing killer copy, and designing award-winning art. Instead, this is about the back-end, behind-the-scenes, somewhat dry yet crucial side of marketing – conducting a comprehensive tech audit for your website.

Checking for broken links and duplicate content may not spark excitement, but it should be foundational to your marketing efforts. The primary goal of a technical audit is to identify and address any issues that may affect your site’s performance, functionality, or search engine optimization (SEO). And as we all know, a slow-loading website, or one that’s impossible to navigate on a mobile phone, can be a deal breaker for customers who expect a seamless process.

What Is Involved in a Website Technical Audit?

For many marketers, the “why” of a tech audit is easy to understand, but the “how” is a different story. It requires testing every single link on your entire website, clicking on every CTA, and digging through pages to ensure that a blog post or product isn’t listed multiple times.

While it’s possible to do this on your own, we highly recommend partnering with a trustworthy website expert who knows what to look for and, more importantly, how to fix issues. The right third-party partner will customize their audit to meet the needs of your individual site, but there are some common key components that are addressed across the board:

  • Website Speed and Performance: This involves analyzing the website’s loading speed, server response times, and overall performance. In addition to annoyed customers, a slow site can also lead to lower search engine rankings.
  • Crawlability and Indexability: This step ensures that search engine bots can access and index all the pages on your website, which is crucial for SEO. The process checks for issues like broken links, blocked pages, and proper XML sitemaps.
  • Mobile-Friendliness: With the increasing use of mobile devices, it’s essential that your website is responsive and provides a good user experience on various screen sizes. Google also considers mobile-friendliness as a ranking factor.
  • Site Architecture: At this stage, the audit focuses on your website’s URL structure, internal linking, and navigation to ensure it’s both user-friendly and search engine-friendly.
  • Duplicate Content: It’s important to identify and address duplicate content issues, which can harm SEO rankings. This includes duplicate meta tags, titles, and content across pages.
  • Technical SEO: SEO works behind the scenes, too. This step involves analyzing on-page elements such as meta titles, meta descriptions, header tags, and more to optimize visibility and overall performance in search results. This is different from on-page SEO, which focuses on content and keywords. Instead, technical SEO ensures that search engines can crawl, index, and understand your site’s content effectively.

How Can a Tech Audit Help My Luxury Business?

Although these benefits can apply across all industries, a tech audit for your high-end website is important in order to help optimize your marketing campaigns – here are a few examples of those marketing benefits:

  • Improved Search Engine Ranking: The higher your spot on the Google results page, the better your visibility to potential and current customers. A technical audit helps identify and rectify issues that may be negatively impacting your website’s search engine ranking.
  • Enhanced User Experience: A well-performing website that loads quickly and is easy to navigate provides a better user experience. This can lead to longer user sessions, higher engagement rates and events, and higher chances of conversions.
  • Competitive Advantage: Having a technically sound website can set your luxury brand apart from the competition. By completing an audit, you can identify and fix any holes within the website, products, services, or content.
  • Reduced Abandonment Rates: Slow-loading pages or technical errors can lead to visitors leaving your site before they complete a transaction – a technical audit helps keep guests clicking and staying on your site.
  • Better ROI: Digital marketing campaigns like pay-per-click advertising, social media advertising, or SEO are a considerable financial investment. An optimized website ensures that you get the most value out of your marketing spend by providing a platform that can effectively convert visitors into customers.

How Do I Perform a Technical Audit?

We always recommend partnering with an expert, such as a digital marketing agency, for any projects that dig into the tech world, because they can help ensure that nothing gets overlooked and all issues are solved. Selecting a partner with experience in your industry can also go a long way when it comes to understanding your unique issues, goals, and objectives. (Side note: Always ask for referrals!)

Prices can vary wildly depending on factors like your objectives, project scope, selected agency, expertise level, and more, but it’s a worthy investment. Once you’re paired with a qualified tech audit expert, here are some questions to bring to your first meeting.

1. What are your objectives and goals for the audit? Be specific and clearly define what it is you want to do, and what you want to achieve. Don’t be afraid to get into the nitty-gritty, either. If you have a specific goal of increasing your conversions from one particular CTA, for example, let them know. It will help guide the audit process.

2. What is your project scope? This can include things like budget, timeline, and any specific areas of concern. These factors will determine your costs. If budget is a concern, consider requesting a “good, better, best” package from them that outlines what they can do for you at various budget levels.

3. How will the audit process work? Have your audit team walk you through the entire process from start to finish. Ask for the order of operations, how much time will be required for each step, whether it will cause momentary issues for your site, and how much you’ll need to be involved. Some of the basic processes include an examination of page load times, mobile-friendliness, site structure, navigation, SEO, security, and more.

4. When will you receive a report, and what will it include? After the audit is complete, you should receive a detailed report with your resultsand recommendations. It will outline the issues discovered and propose solutions for improvement, and you can also request that it prioritizes fixes by urgency.

You Received Your Site Audit Report. Now What?

After the site examination is complete, it’s time for your team to get to work fixing issues. You can rely on your audit team to run testing and QA checks, but it can never hurt to have additional eyes on the issues that could cause the most problems.

One important thing to understand is that a technical audit isn’t a set-it-and-forget-it project. It’s essential to continuously monitor your site’s performance using tools like Google Analytics, Google Search Console, or recommendations from your digital agency. Over time, you’ll be able to assess the impact of the audit and identify any new issues that might come up.

As time rolls on, and if budget allows, periodic audits will help keep your site in tip-top shape. Regular assessments are important for making sure that your site remains competitive and user-friendly. Which, at the end of the day, attracts more customers and increases your ROI.

Ready to improve your site? Read more about the technical audit process at Hawthorn Creative and contact us to book your website audit!

RELATED READING

7 Ways to Fill Your Meeting Spaces With Group Business Travel

in Destination Marketing Organizations, General Marketing Insights, Hotels & Resorts by Hawthorn Editorial

T

he hotel industry has seen personal travel come roaring back since the pandemic shutdown in 2020, and recent figures show that business is back, too. In the second quarter of 2023, group business bookings were up nearly 102 percent from 2019. Imagine what attracting a bigger slice of that pie could do for boosting revenue and occupancy rates.

Hosting these events not only fills rooms, but also leads to additional revenue through catering, event space rental, and other services. Previously, we discussed how hotels and resorts of all sizes can attract personal business travelers – here are seven ways to attract the entire office.

1. Develop a Group-Friendly Infrastructure

Before you can attract group business, you need to ensure your hotel is equipped to meet their specific needs. It’s one thing to have a comfy co-working space or quiet rooms for personal business use, but it’s quite another to host a group of potentially hundreds of coworkers. Use this checklist to make sure you’re up to speed:

  • Flexible Event Spaces: If you don’t already have them, invest in versatile event spaces that can accommodate both small meetings and large conventions. Make it your top priority to make sure they’re well-equipped with state-of-the-art technology and ample seating arrangements.
  • Audio-Visual Facilities: If you’ve ever been to a speaking engagement where the tech won’t work, you know why it’s essential to equip your event spaces with the right equipment for both live and virtual presentations. Projectors, screens, microphones, and reliable Wi-Fi are at the top of the list, along with a tech expert who can be on-hand to troubleshoot.
  • Dedicated Event Team: In addition to an IT guru, assemble a team of dedicated event planners and coordinators who can assist groups with their planning and execution needs. Offering these services in-house can be a significant selling point for potential clients.
  • Catering Services: Meals are a big deal during group meetings – especially when everyone is spending hours and hours in a meeting hall. Be sure to offer catering services (either in-house or with a trusted partner) that are tailored to different group sizes and dietary preferences. A variety of menu options can make your hotel more appealing for event planners.

2. Leverage Digital Marketing

In today’s digital age, your online presence plays a crucial role in attracting group business. Especially if you haven’t been in this space previously, a smart digital marketing campaign can go a long way toward reaching the business travel demographic. Here are a few ideas for maximizing your digital marketing efforts:

  • Your Website: Create a dedicated section on your website for events and meetings that highlights your event spaces, services, and testimonials from past clients. This section can be used as the landing page for your digital marketing CTAs.
  • Search Engine Optimization (SEO): Use SEO techniques to improve your website’s visibility on search engines. Target keywords related to corporate events and include them in your content. In addition, be sure to update your Google My Business page to reflect your meeting and event content.
  • Social Media Presence: Maintain an active presence on social media platforms, especially LinkedIn, Facebook, and Instagram, where many corporate event planners search for venues. Share high-quality images of your event spaces and engage with potential clients.
  • Email Marketing: Build an email list of potential business travel clients and send out newsletters with updates, special offers, and success stories related to corporate events at your hotel. Personalize your emails to cater to different segments of your audience.

3. Network with Event Planners and Corporations

Online marketing campaigns get an extra boost when you’re able to meet event planners face-to-face. Networking is essential for any business, but building relationships with event planners and corporations can be a powerful way to attract group business. Here’s how to do it:

  • Participate in Industry Events: Attend industry conferences, trade shows, and networking events to connect with event planners and corporate decision-makers. Your presence at these events can help establish your hotel as a go-to venue for corporate gatherings.
  • Familiarization Tours: Offer complimentary tours to event planners, allowing them to experience your hotel’s facilities firsthand. Showcase your event spaces, accommodations, and amenities to impress potential clients. As an added bonus, offer them a free adult beverage.
  • Collaborate with Local Businesses: Partner with local businesses that often require event venues. These partnerships can lead to referrals and joint marketing efforts, which helps both businesses thrive.

4. Create Customized Packages

Get creative when it comes to your meeting spaces and meeting capabilities, because each group will have unique needs. Brainstorm customizable packages that cater to different needs and budgets. Or, ask your event planner contacts for strategy help. These are just a few of the possible options:

  • All-Inclusive Packages: Planning an event can be stressful if it has a lot of moving parts. Bundling accommodations, event space rental, catering, and AV equipment rental into a single price simplifies the planning process for event organizers.
  • Discounts and Incentives: Entice larger groups, multiple events, and repeat customers with special discounts on future events or other incentives. You could even consider a loyalty program just for repeat group business clients.
  • Unique Experiences: Differentiate your offerings by including unique experiences, such as team-building activities, spa treatments, or access to nearby attractions. Partnering with local vendors and attractions is a surefire way to create detailed, unique itineraries for your conferences and meetings.

5. Showcase Past Successes

If you’ve had a wonderfully successful event in the past, show it off! Highlighting your past achievements in the corporate event space can instill confidence and reassurance in potential clients. At Hawthorn Creative, we’ve found success with these tactics:

  • Case Studies: Showcase the positive experiences of past clients. Include the meeting’s goals and challenges, your solutions, customer and attendee testimonials, photos and videos, room layouts, and other relevant details.
  • Photo and Video Galleries: Build an Insta-worthy media gallery on your social channels and website featuring photos and videos from past corporate events. Invest in a professional photographer to make your venue stand out, then link to the gallery in your marketing efforts.
  • Reviews and Ratings: These days, reviews are equally as important as your internal efforts, if not more so. Encourage past clients to leave reviews on platforms like TripAdvisor, Yelp, or Google, because that firsthand recommendation is worth its weight in marketing gold.

6. Offer Exceptional Customer Service

Outstanding customer service is a key factor in attracting and retaining group business. When your guests arrive, they usually bring a lot of stress along with their luggage, so it’s your job to make their time at your property as easy as possible. Train your staff to provide exceptional service at every touchpoint:

  • Dedicated Event Coordinators: Assign a single point of contact to assist clients throughout the planning and execution of events. This personalized approach can make a significant difference, especially for busy executives who are pulling double duty and working while they’re on-site.
  • 24/7 Support: Ensure that there is always someone available to address the needs and concerns of event organizers, even outside regular business hours.
  • Post-Event Feedback: Forge a long-term relationship with clients by engaging with them after the event is complete. Gathering feedback not only makes them feel like a part of the refinement process, but it also shows your commitment to continuous improvement. (If they return for another event, show them that you listened.)

7. Stay Up to Date with Industry Trends

The hospitality industry is constantly evolving, especially since the world emerged from the pandemic lockdown. Staying on top of the latest trends is a great way to attract group business, because it shows your relevancy and industry knowledge. These are some of the current trends to watch closely:

  • Tech Integration: Invest in the latest event technology for both front-of-house and internal efforts, such as virtual reality tours of event spaces or event management software that simplifies the planning process. These days, the expectation for attendees is that on-site tech will be readily available, accessible without delay, and easy to use.
  • Sustainability Initiatives: More and more, travelers are choosing their lodging based on a commitment to sustainability. If your property has implemented green practices, be sure to highlight them. And if it hasn’t, make it a priority. Impressive tech and cool meeting space aside – sustainability could make or break a contract.
  • Health and Safety Protocols: Develop and communicate robust health and safety protocols to reassure event planners and attendees, especially in a post-pandemic world. Show them that you have clear emergency protocols in place should the attendees need to evacuate the space.

What About Boutique Hotels?

Attracting group business can be more of a challenge for smaller properties that don’t have pre-packaged meeting space, but it’s not impossible. If you manage a boutique property, focus your outreach on what you have that they don’t – things like charm, a unique atmosphere, more personalized service, or killer dining options.

If you don’t have a traditional meeting room, get creative! Can your dining hall be temporarily rearranged for presentation seating, or is your giant front yard the perfect home for a tent? As long as you have the right event tech, any space can be used as a gathering space.

In addition, focus your marketing efforts on niche industries and companies that travel in smaller groups. If your hotel is in a scenic location, for example, try marketing to nature enthusiasts or companies in search of an intimate, private executive retreat.

And finally, if you’re struggling to land that first client – show them what’s possible by hosting your own event. Capture photos and videos that showcase your spaces, food, and tech, gather testimonials from happy guests, and create a social media marketing campaign.

Remember that a “group business meeting” doesn’t always mean a giant conference with thousands of attendees. Focus on what you have that makes you stand out from the competition, and market your unique value proposition to business travelers with the same goals.

RELATED READING

Customer Loyalty Programs: What’s the Real ROI?

in Destination Marketing Organizations, General Marketing Insights, Hotels & Resorts by Hawthorn Editorial

H

ow many amazing offers – from free cell phones to zero percent interest rates – have you seen for “new customers only,” while you’ve been loyal for years and can’t even get a five percent discount? It’s frustrating, and not likely to make you loyal to the brand.

Most businesses won’t succeed with new customers only, so it’s imperative that they give love to their loyal customers as well in order to retain their business in the future. Still, studies show that most marketing plans only focus on acquiring new customers.

How does that look for hotels and resorts?

First Things First: Here’s How to Measure ROI

The formula for calculating ROI is straightforward: ROI = (Net Profit from Loyalty Program − Program Costs) / Program Costs. Breaking down those top-line numbers is where things can get complicated.

Like any other marketing strategy, a customer loyalty program should begin at the end (the desired outcome) and work backwards from there in order to achieve your business goals. To help you get started, we’ve put together a list of our most recommended measurable KPIs:

Essential Data
It’s important to treat your data collection with care, because you get out what you put in. Incomplete data, gathering too small of a data set, or analyzing the wrong trends can give misleading results. Our customer loyalty strategies always include these data points:

  • Customer Data: Comprehensive data on loyalty program members, including their spending patterns, booking frequency, and preferences.
  • Cost Data: The expenses associated with running the loyalty program, including marketing, rewards, staff training, and technology.
  • Revenue Data: Revenue generated from loyalty program members, including room bookings, dining, spa, and other on-site services.

Audience Segments
Categorize your loyalty program members based on their behavior and spending habits. This allows you to analyze the performance of different customer segments separately. Here are our recommended metrics:

  • Customer Retention Rate: The percentage of loyalty program members who continue to book with your hotel over time.
  • Average Spend: The average spending of loyalty program members compared to non-members.
  • Churn Rate: The rate at which loyalty program members stop engaging with your hotel.
  • Customer Lifetime Value (CLV): The total value a loyalty member brings to your hotel over their entire relationship with your brand.
  • Conversion Rate: The percentage of loyalty program members who redeem rewards or special offers.
  • Cost Per Acquisition (CPA): The cost of acquiring a new loyalty program member.
  • Net Promoter Score (NPS): This is a measure of customer satisfaction and loyalty, gained through surveys to assess program impact on customer sentiment.

Attribution Analysis
It’s also helpful to monitor metrics along the customer journey, such as email open rates, website metrics like time spent on site and bounce rate, and social media engagements, to see which channels are driving the highest ROI.

Control Group Comparison
If possible, create a control group of non-loyalty members with similar characteristics and spending habits. Compare the behavior and spending of loyalty program members to this control group to determine the program’s impact.

Other metrics that can help you paint a robust picture of your program’s success include A/B testing to assess the effectiveness of various strategies and promotions and customer feedback and surveys for direct, firsthand information on what’s working and what isn’t.

Beyond the Balance Sheet

The real Return on Investment (ROI) for your hotel customer loyalty program depends on various moving parts, including the program’s design, the effectiveness of its implementation, and the specific characteristics of your property and customer base. Some of the monetary benefits of a successful customer loyalty program include increased revenue, direct bookings (vs. third-party sites), customer retention, referrals and word-of-mouth marketing, reduced marketing costs, cross-selling opportunities with additional services like dining packages, and more.

It’s about more than just dollars, however. ROI can also include intangible benefits – those that don’t directly translate into revenue, but serve to drive loyalty, enhance your reputation, and entice new customers.

Some of the most important intangible benefits that come with customer loyalty programs include an upgrade in your brand reputation, increased customer engagement and feedback, richer data and insights, higher guest satisfaction and long-term loyalty, a competitive advantage, and more.

Something important to keep in mind: The ROI of a loyalty program may not always be immediately apparent. Building strong customer relationships and brand loyalty often takes time, and the full impact of a loyalty program may not be realized until guests become repeat customers over the long term.

End at the Beginning: Develop a Winning Strategy

If you start your planning at the end, with the business objectives and goals, then you work backwards until you get to the nitty-gritty: the tactics themselves. For any program to be successful, your strategies must ladder up to the main goal of building long-term relationships with guests – but this is the fun part!

This is where you get to be creative and think outside the traditional program perks like points-based rewards, free or discounted stays, special offers, and referral programs (although those are all essential). Beyond the monetary perks, your imagination is the limit for creating a loyalty program that works for your unique clientele. In need of some inspiration? Here are some ideas to get you started:

  • VIP Status: Loyalty program members often receive special recognition and status within the hotel, such as personalized greetings, welcome amenities, and exclusive check-in/check-out areas that allow them to skip the line.
  • Enhanced Services: Room upgrades, priority booking, complimentary parking, or personalized concierge assistance alone can turn someone from a one-time guest into a repeat customer.
  • Priority Access: Amenities like spa facilities, dining reservations, or other first-come-first-serve amenities can cause a bit of a flurry during popular times. Reducing the hassle of making arrangements ensures that loyalty members will have a seamless, stress-free experience.
  • Flexible Booking: Late check-out, early check-in, and the ability to modify reservations with ease add a layer of both convenience and reassurance.
  • Exclusive Events and Experiences: Hotels can offer loyalty program members access to exclusive events, such as wine tastings, cooking classes, or cultural tours, providing unique and memorable experiences.
  • Customized Offers: Loyalty programs allow hotels to personalize offers and promotions based on member preferences and behaviors, ensuring that members receive relevant and appealing deals.
  • Advance Notice: Members may receive advance notice of upcoming promotions, sales, or special events, giving them the opportunity to plan their stays and take advantage of exclusive offers.
  • Surprise and Delight: Hotels can surprise loyalty members with unexpected gestures, such as complimentary amenities, room decorations for special occasions, or birthday gifts.
  • Exclusive Content: Access to exclusive content, such as insider travel tips, destination guides, or behind-the-scenes hotel tours, can be provided to loyalty members, adding value to their membership.
  • Local Partnerships: Offer joint promotions and discounts at local restaurants, event venues, and activities to help drive revenue for both businesses.
  • Family-Friendly Benefits: Discounts on connecting rooms or complimentary access to the kids club can be welcome perks for traveling families.
  • Pet-Friendly Benefits: Make fur babies feel welcome with pet beds, treats, and even pet-sitting services.
  • Business Traveler Benefits: Ideas here include meeting room discounts, express check-in and check-out, airport transfers, and access to airport lounges for frequent travelers or high-tier members.

A Final Note

This isn’t an exhaustive list, nor is it all mandatory. And what works for another hotel may not work for yours. Take the time to do some customer analysis, either through data analysis or firsthand feedback, to find out what perks will align with your brand identity and satisfy your guest preferences. The more relevant your customer loyalty strategy is to your unique clientele, the higher your ROI will be.

RELATED READING

Our Top Reasons to Invest in Your Website (and What to Expect)

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

I

t might feel like every company out there has a dot-com, but the truth is that 27 percent of small businesses don’t have a website. For many of them, it’s about budget. Challenges like low website traffic, advanced functionality, and maintenance costs outweigh the benefits, especially if they can just have a social media presence.

At the same time, those companies say they would use a website to help customers make purchases online and showcase their products and services. The study revealed that 87 percent of the small businesses without a website plan to build one in the next few years, but what should they expect for their investment?

Building a robust, intuitive website that includes things like contact forms, e-commerce, blogs, and mobile responsiveness can cost tens of thousands of dollars to build and maintain. It’s essential for a company considering laying out that type of cash to ensure that the site will bring them a smart return on investment. As expert website builders, we’ve put together a list of your various options, and what you should expect with each

The Benefits of Investing In A Website

Especially for luxury brands, the list of benefits is long. In addition to the enhanced online presence, websites can sell products, generate leads, and elevate brand perception. Here’s our roundup of everything a slick, modern website can achieve:

Global Reach
A website allows a brand to become international, expanding its customer base beyond its physical locations. This is especially important for luxury brands that want to tap into international markets and attract customers from around the world.

Brand Visibility and Credibility
A well-designed website can do a lot to not only enhance your brand’s credibility and image, but also build trust and loyalty. Think of it as a digital storefront that showcases your values, aesthetics, and story, as well as your products and services.

24/7 Availability
If you’re a global online business, your customers are always awake. Around-the-clock shopping can be a major green flag for shoppers who want to browse products, learn about the brand, and make purchases at their convenience.

E-commerce Opportunities
Online sales of luxury goods are expected to triple between now and 2025, leading to $91 billion in revenue. Beyond that, around 90 percent of luxury customers shop online at some point in their customer journey. If you don’t have a way for your customers to shop online, you’re missing out on your portion of this enormous pie.

Data Collection and Analysis
A website provides invaluable data on customer behavior, preferences, and interactions. Your analytics are a treasure trove for tailoring your marketing strategies, improving product offerings, and enhancing the overall customer experience.

Other benefits of a website include customer engagement and interaction (which builds loyalty), and personalized recommendations. A well-optimized website can improve your brand’s visibility and reach on search engines, making it easier for potential customers to find you. Customer reviews, testimonials, and endorsements will quickly help build your social proof.

Must-Have Website Elements

What elements are necessary for you to create a brand-worthy website? Here’s our list of ways to build a memorable experience that your customers will return to again and again:

Elegant Visuals and Imagery
No skimping on budget here. Your site should use only high-resolution, professional photos and videos that showcase products in exquisite detail. The use of minimalistic and spacious design creates a sense of luxury, and aesthetic consistency in imagery, color palette, and typography reinforces your brand identity.

Clean and User-Friendly Layout
Develop a well-organized layout that presents content in a clear and intuitive manner. Think: easy navigation with clear menus and navigation paths, and use of whitespace to enhance readability and focus on key elements.

Sophisticated Typography
Carefully selected typography complements the brand’s image. Ensure the use of elegant, readable fonts for headings, body text, and other elements.

Compelling Brand Storytelling
Create a dedicated website section that narrates the brand’s heritage, values, and unique story. Engaging content helps evoke emotions and build a deeper connection with visitors.

Product Showcases
Beautifully designed product galleries or sliders allow visitors to explore products in detail. Be sure to use multiple images of each product from various angles and include detailed product descriptions and specifications.

Responsive Design
Ensure the website is optimized for various devices, including smartphones and tablets, to provide a seamless experience.

Testimonials and Reviews
Sharing good reviews highlights the quality and exclusivity of the products. Display endorsements from well-known figures or satisfied customers on the homepage, where they’re easy to see.

Privacy and Security Assurance
This feature is especially important for customers who transact a large amount of money online. Your site should instill confidence by highlighting data protection and security measures.

Seamless E-commerce Experience
This includes product pages that are fully functional, multiple payment options, secure checkout processes, and clear return and exchange policies.

Personalization and Recommendations
Personalization has elevated from trend to expectation. By analyzing your website data, you can offer personalized product recommendations based on visitor preferences.

Contact and Customer Service
Just like payment options, be sure to have several ways to contact customer service, including by chat. A recent study found that 41 percent of online shoppers prefer live chat for contacting companies.

Social Media Integration
Be sure to include links to all of your brand’s social media profiles so visitors can stay updated and engaged online.

To enhance your site even more, you can include VIP access, interactive elements like 360-degree product views or product recommendation quizzes, partnership collaborations, or a calendar highlighting upcoming sales or events.

So, How Much Does All This Cost?

The answer to this question depends on factors like functionality, design, mobile integration, shopping capabilities, SEO optimization, and more. The good news is, websites aren’t an all-or-nothing deal. Here’s a look at what various levels of investment can achieve:

Basic Investment
If your site doesn’t need to do much (just serve as a landing page for a social media campaign, for example), you can design a simple digital presence that enhances your credibility and gives customers the essentials, such as upcoming sales and contact information,

Mid-Level Investment
Putting a little more money into your website will give you a more robust, functional site that includes mobile-responsive design. More methods for interacting, like forms, photo galleries, and opportunities to buy online, equals more engagement. It also helps enhance your digital reputation and serve as social proof.

Going All Out
If the sky’s the limit for your budget, the sky’s the limit for what your website can do. Expect a higher level of graphic design and aesthetic, and a robust e-commerce platform that includes a seamless experience for questions and returns. Shoppers can receive relevant, personal recommendations that enhance their user experience, as well as rich content in the form of blog posts, high-quality videos, or other interactive content.

A top-tier website also comes with important back-end features like A/B testing, analytics dashboards and integration, conversion-rate optimization, and bots that find broken links. Expect optimal SEO performance, full mobile integration, enhanced analytics, and perhaps most importantly, a competitive edge in the digital space.

It’s clear that websites – even simple ones – play a vital role in increased online presence. When used to its full potential, your website can become your No. 1 method for engaging with both potential and loyal customers.

Ready to get building? Hawthorn Creative has an expert staff of digital strategists, creatives, developers, and analysts who will help you create the site of your dreams.

RELATED READING

6 Do’s and Don’ts for User-Generated Content

in Content Marketing, General Marketing Insights, Social Media Marketing by Hawthorn Editorial

I

n a world where authenticity and connection are prized, the power of user-generated content (UGC) done right cannot be underestimated. But for luxury brands, this marketing tactic can feel like a double-edged sword. You know that it’s imperative to engage with your audience online to expand your reach, but it’s also important to protect the brand that you’ve worked so hard to craft. Is inviting the public to participate something you’re willing to risk?

We have good news. When done correctly and with proper guidance, both are possible. We put together our best tips and tricks for harnessing the potential of UGC to build a thriving community online while also staying true to your brand identity.

1. Understand the Power of User-Generated Content

UGC refers to any content, such as reviews, images, videos, or testimonials, created by consumers rather than the brand itself. When executed thoughtfully, UGC can elevate a brand’s reputation by offering authentic social proof, increasing engagement, and building a sense of community. It provides an opportunity to showcase real-life experiences and foster a genuine connection with customers – and that’s what they’re looking for. A recent study found that consumers trust “authentic, unpaid reviews from real customers more than any other type of content.” And their No. 1 preference? UGC.

2. Clearly Define Your Luxury Brand’s Identity

Before delving into UGC, it’s crucial for a luxury brand to have a well-defined identity. What values, aesthetics, and emotions does your brand evoke? What sets you apart from the competition? Understanding your brand’s essence helps ensure that UGC aligns seamlessly with your overall image. The more your customers know who you are and the type of image you portray, the more confident they will be to follow suit.

3. Craft Strict UGC Guidelines and Guardrails

Before asking your consumers to get creating on your behalf, it’s essential to establish clear guidelines for what you want (and don’t want) from your UGC. Your policies should be thorough and consistent, and cover areas like:

Aesthetic Standards
Provide guidelines on visual elements, such as photography style, color palette, and image composition. This ensures that user-generated content aligns with your brand’s visual identity.

Messaging Tone and Voice
This is one of the most important parts of your brand’s personality. Whether it’s formal, sophisticated, or casual, consistent messaging maintains brand coherence (and encourages creators to use it as well).

Quality Standards
Set expectations for content quality, from image resolution to storytelling. This ensures that UGC reflects the same level of refinement as your brand’s official content. In reality, you can’t control the internet. But if you can establish a very clear and obvious identity and personality for your brand, your customers are likely to follow your lead. After all, it’s why they love your brand in the first place.

4. Encourage Your Customers to Create

The majority of your customers aren’t going to create brand content for you just because. Once you’re ready, the next step is to encourage them to share their experiences with your products or services. It adds a personal touch to your brand and builds a sense of belonging.

One easy way to encourage participation is via a custom hashtag that you create to reflect your brand. Hashtags are enticing for content creators, and they also make the UGC easy to find on various social media channels. (Note: Be sure to do your homework on any intended hashtags to make sure they aren’t either tied to something on social media that you don’t want to be associated with or read in a way that can distract from your intention.)

Another way to generate UGC is by rewarding creators with contests and giveaways. Offer enticing rewards to incentivize participation and fuel excitement for your brand. If you choose this route, always remember the work/reward ratio and be sure that the prize you’re offering is well worth the amount of work you’re asking people to do in order to participate.

5. Curate and Showcase UGC

Once your customers start to submit content, it’s essential to do something creative and thoughtful with the posts to push them out to as many more people as possible. These content pieces serve as a testimonial and can generate up to five times more sales than paid ads, so leaving them to float out there in the ether can mean a big missed opportunity. How do you make the most of your UGC library? Here are a few ideas to inspire you:

Feature UGC on Social Media
Regularly share user-generated content on your brand’s social media platforms. It not only reinforces a sense of community, but encourages others to follow suit.

Create a Dedicated UGC Gallery
Design a section on your website or app to display user-generated content. This provides a central hub for customers to explore and engage with UGC.

Collaborate with Influencers
Partner with influencers who resonate with your brand’s values. Their UGC can reach a wider audience and lend credibility to your luxury brand. If the notion of searching for the right influencer seems daunting to you, our team of social media experts can help you find the perfect partner.

6. Engage and Reward Your Community

Getting one round of UGC is great, but if you want your loyal customers to keep coming back with more, you’ll need to engage with them, say thank you early and often, and show them that their effort is worth the reward. Always ask yourself, “What’s in it for them?”

Respond and Interact
Don’t post and run – engage with users who create UGC on your behalf. Responding to comments, liking posts, and sharing UGC demonstrates your brand’s appreciation and builds a stronger connection.

Offer Exclusive Experiences
Give your top contributors opportunities to go behind the velvet rope with experiences, discounts, events, and other interactive elements. This not only rewards their loyalty, it also deepens their connection to your brand.

Show Gratitude
Publicly acknowledge and celebrate your community’s contributions. Recognize exceptional UGC creators through features or spotlights, fostering a sense of pride and belonging.

UGC Is Smart – If You Handle With Care

User-generated content can be a compelling tool for luxury brands to build a strong online community while maintaining their brand identity. With clear guidelines, encouraging meaningful UGC, and showcasing posts thoughtfully, luxury brands can create an authentic and engaging digital ecosystem that elevates their reputation and resonates with a discerning audience.

Ready to see the power of UGC for yourself? Hawthorn Creative has an expert staff of digital strategists, creatives, developers, and analysts who will help you craft, execute and monitor smart campaigns.

RELATED READING

Back to School: Our Top 10 Ways to Keep Your Rooms Full Even After Summer Vacation Ends

in Content Marketing, Event Venues, Hotels & Resorts by Hawthorn Editorial

W

hen vacation season officially ends and the kids head back to school, it may feel like your property goes from no vacancy to vacant in just a few weeks. Even if it’s been this way for years, you don’t have to resign yourself to the inevitable. With the help of some smart strategic planning, you can keep those bookings going all year long, even when your resort pools aren’t full of splashing, laughing kids and their families.

At Hawthorn Creative, we’re experts at finding creative solutions to our clients’ business challenges. Here are just a few of the ways we work with our destination marketing clients to think outside the box:

1. Craft Tailored Marketing Campaigns

For many family-oriented properties, the default setting for marketing is to focus on your all-ages amenities and activities. When those travelers can’t be on the road, however, shift your marketing efforts to target your other customer segments – or try to earn new ones.

During the off-season, for example, highlight the benefits of a quieter and more relaxed stay, such as couples getaways, business trips, or wellness retreats. Customize your promotional materials to speak to these specific groups, showcasing your hotel’s amenities and offerings that cater to their needs. (This tactic is No. 1 because it’s also essential to every other idea on this list. If your messaging doesn’t work, it’s possible that nothing else will, either.)

2. Offer Seasonal Packages and Special Offers

If marketing messages alone aren’t enough to grab their attention, up the ante with enticing seasonal packages that appeal to your various target audiences. Consider collaborating with local attractions, such as museums, theaters, or outdoor adventure companies, to offer incentives like bundled experiences, special offers, or discounts. Since many of your local businesses may also see a post-summer drop-off, this could truly be a win-win and lead to a mutually beneficial partnership.

3. Embrace Local Events

You’d be hard-pressed to find a community that doesn’t offer some version of a fall festival. Position your property as the home base for all of your area’s off-season happenings and partner with event organizers to offer special discounts or giveaways. For an out-of-the-box idea, you could also leverage any opportunities where your property is venue-adjacent. The right targeted marketing and messages could entice attendees to stay with you, rather than on-site.

4. Form Local Partnerships

As an extension of No. 3, you can greatly increase your visibility and reputation as the go-to property in town by forging partnerships with local businesses to create a network of mutual support. Consider reaching out to nearby restaurants, shops, or tour operators with ways to cross-promote each other’s offerings. We’ve written a lot lately about how hotels are becoming much more than just places to sleep, and this is one way to offer guests a fuller experience.

5. Enhance Your Guest Experience

A superior guest experience can lead to repeat bookings and positive word-of-mouth referrals. Invest in personalized services, impeccable cleanliness, and excellent customer service. Create a warm and welcoming atmosphere that encourages guests to return, regardless of the season. Offering a memorable experience will set your hotel apart and encourage guests to choose you even after the summer rush subsides.

6. Diversify Amenities

Continuing the guest experience ideas, another way to build loyalty and earn those five-star reviews is to include amenities that cater to interests beyond family activities. Features like a cozy lounge with board games, a spa and wellness center, or a themed bar can be attractive to people traveling without children (think: girls weekend getaways or business trips).

7. Capitalize on Business Travel

Would business travelers be interested in staying at a summer family resort? Yes – that is, if you create a smart strategy and messaging that speaks to their individual needs. Especially as conference season ramps up in the fall, your messaging could highlight amenities such as high-speed internet, business centers, and meeting rooms. Or, perhaps even more crucially, the ever-important hotel bar, which almost always serves as the meeting spot for coworkers and other business travelers.

8. Enhance Digital Presence and Online Booking

While a solid digital strategy is important all year, it’s a good idea to focus your efforts even more on the off-season, when fewer people are traveling. You can maintain your active online presence through a wide variety of channels, including social media, a user-friendly website, digital ad campaigns, and online travel agencies. To maximize your efforts, create content that’s engaging, visually stunning, and most importantly, speaks clearly to your non-family-vacation audience. Then, follow through with a seamless online booking process and spectacular customer service.

9. Offer Rain-or-Shine Activities

Curate a list of weather-independent activities and attractions in your area, and offer it to guests at several points along their customer journey. As a social media promotion, it can highlight all of your area’s options for entertainment, regardless of rain, sun, or snow. And, if sent digitally after booking or as a print piece upon check-in, this guide can serve as something a little extra that goes above and beyond. To get started, research local venues like museums, indoor galleries, cooking classes, and wine tastings.

10. Engage With the Local Community

This idea is indirectly related to booking, but it’s based on the notion that a good recommendation can be worth more than a targeted digital ad campaign. To have success here, it’s essential to become an integral part of your local community. Some ideas include sponsoring or participating in local events, supporting charitable causes, or hosting workshops and seminars. Being well-known in your area is a great way to strengthen your brand’s reputation and generate local interest in your hotel.

No matter which tactic you choose, remember that embracing creativity and adaptability is the key to sustaining bookings beyond the summer months, ensuring a thriving business and a memorable experience for every guest.

Are you ready to keep your hotel brimming with guests all year long? Hawthorn Creative has an expert staff of digital strategists, creatives, developers, and analysts who will help you craft, execute, and monitor smart off-season campaigns specifically tailored to your property.

RELATED READING

3 Sustainability Efforts That Are On the Rise in the Hospitality Industry

in Brand Strategy, Content Marketing, General Marketing Insights by Hawthorn Editorial

M

ore and more, travelers are choosing lodging that aligns with their values, and one of the most important is sustainability. In fact, a recent study showed that as many as 81 percent of global travelers say that environmentally sustainable travel is important – that’s not a number that any hotelier can ignore.

And while “going green” isn’t by any stretch a new concept, what it means in 2023 looks different than it did in the movement’s early years. Pressure from both the traveling public and the competition is on the upswing, leading many properties to change from offering eco-friendly basics to planning full strategies around sustainability.

The hotels leading the charge are going all in, with some even making their way toward net-zero emissions. What can you do to make sure you’re staying ahead of the game? Here’s what’s trending:

1. Renewable Energy

This is a big step toward the goal of carbon neutrality. Forward-thinking properties are researching and investing in this evolving technology, and it may not be as cost-prohibitive as you imagine. The options for renewable energy are growing beyond the traditional solar and wind power to include power sources like:

  • Geothermal Heating and Cooling: Geothermal energy utilizes the Earth’s natural heat to provide efficient heating and cooling solutions. Hotels can use geothermal systems for space heating, water heating, and air conditioning. And because the entire system is buried beneath the ground, it doesn’t create any aesthetic challenges.
  • Hydropower: Hotels situated near bodies of water can explore hydropower options, such as small-scale hydroelectric generators, to produce electricity from flowing water. Imagine an old-timey grist mill with a working water wheel to power the machinery, times a million.
  • Biomass and Biofuels: Some hotels use biomass, such as wood chips or agricultural waste, to generate heat or electricity. Additionally, biofuels, such as biodiesel or ethanol, can be used in hotel vehicles or backup generators. (Cue the Willie Nelson music!)
  • Combined Heat and Power (CHP) Systems: These innovative systems, also known as cogeneration systems, produce both electricity and useful heat at the same time, all from a single energy source. At hotels, CHPs can be used to generate electricity while utilizing waste heat for space heating or hot water.
  • Energy Storage: Hotels may invest in energy storage solutions, such as batteries, to store excess energy generated from renewable sources. Stored energy can be used during peak demand times or when renewable energy generation is low.
  • Off-Grid Solutions: Some properties’ main amenity is their out-of-the-way location, which can make renewable energy a challenge. However, some hotels are getting around connectivity issues with off-grid solutions that combine renewable energy sources, like solar and wind, with energy storage and backup generators to ensure a reliable power supply.
  • Green Power Purchase Agreements (PPAs): Much like hosted internet service or website maintenance, you can enter into agreements to purchase renewable energy from third-party providers. This provides an opportunity to support renewable energy projects and reduce your hotel’s carbon footprint, especially if you don’t have the technology to generate renewable energy on-site.
  • Innovative Designs: Some hotels are incorporating sustainability into their aesthetic with innovative architectural and design elements that optimize renewable energy generation. Some recent trends include incorporating passive solar design principles or building-integrated photovoltaics, or BIPV. (Click the links to delve into technical explanations for each.)

2. Plastic Reduction and Elimination

This growing trend can bring substantial relief to our oceans and landfills. Most commonly, the calls to action for waste reduction include discontinuing single-use plastics, replacing single-use shampoo bottles with reusable pumps, investing in low-flush toilets, and laundering linens less often. But are there other ways to reduce your footprint? Here are some strategies to consider:

  • Water Filtration: One way to eliminate the need for plastic water bottles is to install water filtration systems in guest rooms and common areas to ensure safe and clean drinking water. As a bonus amenity, you can even provide your guests with reusable bottles at check-in.
  • Composting and Recycling: If you want your guests and staff to recycle as often as possible, make it as easy as possible. Set up effective, clearly defined waste separation systems for composting and recycling, train staff, educate guests about proper waste disposal practices, and then offer incentives like restaurant discounts to encourage participation.
  • Food and Beverage Service: Ditch your traditional single-use dinnerware for reusable or biodegradable plates, to-go containers, and utensils. You can even take it a step further by opting for bulk options when it comes to individually packaged condiments.
  • Plastic-Free Packaging: Beyond the products actually used by guests and staff, you can also help reduce plastic by sourcing products that come in plastic-free packaging. (This strategy can be a double win for the environment if your vendors switch to this type of packaging to remain competitive.)

3. Linen Rental

Outsourcing your property’s inventory and maintenance of bed linens, towels, cloth napkins, and other textile products may seem counterintuitive at first, but partnering with a third party to provide a steady supply of clean, high-quality linens comes with a number of environmental benefits:

  • Water Conservation: Linen rental services typically use industrial-sized washing machines that are more water-efficient than smaller, in-house laundry machines. This process reduces the overall water consumption required for cleaning hotel linens.
  • Energy Efficiency: Industrial laundry facilities are designed for energy efficiency, so they use advanced technology and larger loads to reduce energy consumption vs. traditional hotel laundry operations.
  • Chemical Use Reduction: Professional linen rental services often employ advanced laundry techniques and chemicals optimized for cleaning and stain removal. This can lead to a reduction in the overall use of detergents and harsh chemicals, which is better for both the environment and the health of staff.
  • Reduced Waste: Linen rental services typically have better control over inventory management, leading to reduced linen waste and a longer lifespan for linens. This minimizes the need for constant replacement, saving resources and reducing waste.
  • Collaboration with Sustainable Suppliers: Many linen rental companies offer eco-friendly options, such as organic cotton or recycled materials, allowing hotels to align their linen choices with their sustainability goals.
  • Certifications and Standards: Reputable linen rental companies likely adhere to environmental standards and certifications, giving hotels the assurance that their linens are being cleaned and maintained in an environmentally responsible manner.

It’s true that some of these projects require a significant investment up front, or just aren’t possible due to a hotel’s location or available resources. When determining whether one of these strategies is right for you, it’s important to weigh the initial cost against the long-term benefits, like improved energy security, enhanced brand reputation, and making a positive impact on local communities and ecosystems.

At Hawthorn Creative, we have a team of strategists and consultants with years of experience in the hospitality industry to help you make the best decisions for your property.

RELATED READING

Feeling Inspired? Let’s Talk