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Myth 1: Print materials are outdated and ineffective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

7 Tips for Marketing Your Wedding Venue in 2024

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

B

right colors, stunning outdoor spaces, and maximalist decor dominated this year’s wedding scene. As we move into 2024, we can expect that same big-and-bold sentiment, with experts forecasting trends like vibrant color palettes, fun photo ops, and luxurious touches (think: champagne towers).

How can your venue be at the top of the list for couples who are planning their nuptials this year – and are prepared to go all out for their big day? Here are seven expert tips and tactics to consider when planning your venue marketing strategy.

1. Highlight Your Picture-Perfect Photography

If a potential couple wants to be married against a breathtaking backdrop, your pictures should leave them with no doubt that yours is the most stunning. If they’re looking for a nightclub-style party, your photos should invoke exclusivity, fashion, and fun. High-quality photos are the lifeblood of wedding venue marketing, so we put together a list of things that anyone – even those of us who aren’t professional photographers – can look for and request to ensure the perfect venue photo shoot.

From the blog: “If your wedding venue recently had a big renovation, your old photos are looking a little tired, or it’s just been a few years, it may be time to hire a photographer to do an original shoot of your venue. These shots will make your marketing team’s job easier, as they’ll better reflect your property and be specifically composed to portray it in the best light, as opposed to a real event, in which certain elements are out of your control.”

2. Show Off Your Sustainability Savvy

With the hospitality industry at large prioritizing sustainability more so than ever before, it’s no surprise that soon-to-weds are increasingly opting for something green, rather than blue, on their big day. To position your venue as a sustainable choice, you’ll want to highlight what makes your property eco-friendly, whether it’s partnering with sustainable local vendors or utilizing solar power. Ensure that your respect for the environment is at the forefront of all your marketing material – that way, you can attract like-minded couples who want to support sustainability while saying “I do” in style.

From the blog: “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 [and venues] leading the charge are going all in, with some even making their way toward net-zero emissions.”

3. Keep Your “Google My Business” Page Up to Snuff

Google’s free listing tool for businesses is a crucial element of effectively marketing your wedding venue. After all, interested couples will be heavily researching potential wedding sites online to find the perfect fit – the more information they can easily find about your property, the better. And even better, a robust GMB page is great for SEO, and will earn points with google, rewarding your website with higher search rankings. Spend some time updating and ensuring all information on your GMB page is accurate, with high-quality photos to boot.

From the blog: “GMB has become such a standard now that companies that don’t complete their pages are the ones that stand out – and not necessarily in a good way. And it does have its share of competitors (Yelp, Facebook Business, and Foursquare, for example), but a recent study revealed that Google owns 92.61 percent of the search engine market. That one statistic alone is your signal to ensure that your GMB profile is up to snuff.”

4. Make Sure Your Brochure Is Worthy of Your Venue

When you have the right kind of wedding brochure, it’s doing a bunch of vital jobs for you – even more than showing off those pretty pictures of your venue. And whether you’re the hippest Gen Z venue in the area or a secluded mountain getaway, your brochure should make a potential couple flip through and say “This is the place.” Here’s a look at how to get the most out of your brochure.

From the blog: “Wedding planning is inherently social. We talk to our friends and family and bounce ideas around regarding the guest list, color scheme, food and beverage, and perhaps most importantly, the venue choice. The wedding brochure can serve as a talking piece and a focus for the couple’s conversations with others – both those who may have attended the venue tour and those who didn’t. When the bride describes the spot where she’s thinking about saying ‘I do,’ she’ll be able to physically hold the brochure in her hands, pass it to a friend or parents, and bring it alive more fully by pairing her description with your visuals.”

5. Invest in Social Media

With just a small ad spend (and a management fee, if you’d rather we do it) you can reach newly engaged couples in your area and drive them to your wedding page. The ROI can be towering, but the key to success is researching where your audience is online and meeting them there. Here’s how Bluemont Vineyard – a location that’s nailed the “outdoor setting with a stunning view” vibe – used social media with tremendous success:

From the blog: “In just the first month of Bluemont Vineyard’s social ad campaign, they saw 24,005 impressions, 4,210 people reached, 210 clicks, and a whopping 31 leads (brides and grooms who filled out the site inquiry form on their website) – all thanks to a $400 ad spend, plus our management fees. All told, the first month saw a whopping 33x return on investment.”

6. Understand Exactly – Down to the Dollar – How Valuable Site Visits Are

While your brochure and social media drive top-of-funnel awareness, a visit to your venue is what really brings a couple’s wedding vision to life. They’re almost always a prerequisite to booking, so it’s logical that you should try to drive as many qualified venue tours as possible. But did you know it’s possible to assign a dollar value to those visits, making it easier to determine your marketing spend?

From the blog: “After answering just four questions, there are a couple of simple calculations you can perform to figure out how to put a dollar value estimate on each step in your sales funnel. From there, you can dive deeper to figure out how different marketing tactics for your wedding venue are performing, based on how qualified those leads are. The result is a simpler, smarter, more informed marketing plan that you can tackle, regardless of how much time you have to devote to marketing.”

7. When in Doubt, Use This Scorecard

The marketing tactics on the scorecard linked here total 100 points – if you tally up the ones that you’ve got covered, how close do you get to a perfect score? This is a quick exercise to see whether you’re on the right track and where you should spend a little more time.

From the blog: “Are you confident that you’re doing enough with your wedding venue marketing? We thought through the whole process – from that moment just before the newly engaged couple finds you to the point after the vows have been said, the cake has been cut, and the wedding is over – and took a go at giving you a scorecard to vet your current marketing efforts.”

 

RELATED READING

Event-Centered: How to Drive More Hotel Bookings by Featuring Upcoming Events in Your Area

in Destination Marketing Organizations, Event Venues by Hawthorn Editorial

T

ravelers head out of their homes and hit the road for a million and one reasons: to check destinations off their bucket list, to escape the everyday in search of solitude (or adventure), to attend their favorite band’s concert in a faraway state, and so much more.

As hotel marketers, understanding the reasons people travel is essential to honing your recommendations and packages to meet those needs. Here, we’ll focus on navigating your local event scene, and how becoming an expert in all things “to-do” can help you drive more bookings.

First, Establish Your Hotel as a Premier Event Partner

The first step to effectively promoting the events in your area is to be aware of everything that’s happening, from small weekend farmers markets to world tour concert stops. Your first instinct might be to take to the web or social media, and you can definitely find a wealth of information there. But to really have your finger on the pulse and put yourself out there as the go-to lodging for out-of-towners, here are some out-of-the-box ways to expand your networking:

Attend Local Events

Don’t just read about it, be about it. Actively participate in various local events to not only see first-hand what they’re about, but also to meet organizers, sponsors, and attendees. Engage in conversations as often as possible, be sure to bring business cards along, and enjoy the time spent connecting with your community.

Establish Partnerships

Follow-through is essential after you’ve attended an event – it’s the time when you begin to establish partnerships with event organizers and other local businesses involved. Prepare a proposal that highlights the benefits of a partnership, like driving mutual traffic through hotel/ticket packages, room blocks, and more.

Consider Sponsorships or Hosting

Consider hosting an event on-property, which can greatly increase your visibility and brand exposure. A word of caution, though, is to be picky. Say “yes” to events that align with your target audience and brand values so attendees are more likely to pick your property for their overnight stay.

Use Social Media Wisely

Be sure to connect with your new contacts via social media – both business-to-business and on a personal level. Send follow-ups to any influencers you might meet, and be active on their pages to establish a bond. (Once you start linking up for events, you can also use social media to promote what’s happening locally on your pages.)

Utilize Local Directories

Make sure your property is listed in all of the local event directories (online and offline) as well as tourism websites and brochures. Having your name on the list – especially at the top of the list – makes it easy for visiting guests to find your hotel when seeking accommodations.

Network with Local Event Planners

Do a little digging to see if there are event-planning agencies or organizations in your area. Forge connections with them, consider a little public relations outreach to make your property top-of-mind, and ask them to have conversations on ways that you can help each other win.

Meet Local Influencers

Influencers can go a long way when it comes to getting the word out about your property. Collaborate with content creators who have a significant following in your area and routinely post about local happenings and events. Invite them to stay at your hotel during one of their upcoming events and ask them to share the experience with their audience.

Once you’ve established partnerships, have a full calendar of everything happening in your community, and understand clearly which events would be your best opportunities for partnership, you can get to the fun stuff – getting creative and planning!

Next, Promote, Promote, Promote

How (and how much) you harness the local event scene to promote your property will depend on a number of factors, including the type of event, time of year, number of expected guests, and whether it aligns with your property’s brand. It can be as simple as putting together your own list of local happenings that you share with guests or as detailed as hosting a themed event of your own that takes over the entire property. Here are a few ideas to get you started:

Offer Event Packages and Promotions

One surefire way to drive event-related bookings at your property is to offer package deals, such as tickets to the event along with accommodations and maybe even transportation to the venue. You can promote these packages on your hotel website, social media channels, or targeted email marketing. And, with the right partnerships already established, you can ask your event partner to promote these deals on their channels as well.

Create Event-Themed Content

With or without established partnerships, you can write blog posts, social media posts, and email newsletters that include information about upcoming events. Be sure to provide all the basics – the who, what, when, and where – as well as the why your guests would love to attend. (Again, be sure the events you’re promoting are in line with your brand and values.) While not a direct package partnership, a well-placed “Book Now” CTA at the end of your posting lets guests know that your property is perfectly located for easy event access.

Promote Sponsorships or Partnerships

Collaborate with event organizers to cross-promote each other’s offerings. For example, your property can be mentioned in their event materials, and in return, you’ll pass out those event materials to all of your guests. Social media videos from each other’s locations could draw lots of attention (and mutual followers).

Exclusive Offers

You can get creative here – complimentary breakfast for guests who show their event wristbands, free shuttle service to and from the event, early check-in or late check-out for eventgoers, or themed swag bags for guests who purchased a ticket package. The sky’s the limit, so think outside the box and give your guests something that will help them remember your property just as much as the event itself.

Event Information Desks

Here’s an idea that can work two ways – an event-managed info desk in your hotel lobby where guests can learn more and purchase tickets or a hotel-managed info desk on-site at the event where guests can sign up for loyalty programs or be entered for giveaways.

Post-Event Follow Up

Especially if you offer an event package, send follow-up emails to your guests and encourage them to write reviews on your property that include information about the event, too. It can help set the tone that your property is perfect for next year’s event.

Targeted Ads

Use online ad platforms to target potential guests who have also shown an interest in local events, attractions, or other related topics. Create ads that tailor to this audience’s interests and let them know that your property is the perfect place to rest their heads after an action-packed weekend.

At the end of the day, using local events to market your property is all about finding the right event at the right time that appeals to your typical guest profile and travel budget. Get creative, be bold in networking and asking for partnerships, and treat your guests to lodging plus adventure.

If you’d love to become a part of the local event scene but aren’t sure how to get started, Hawthorn Creative has an expert staff of digital strategists, creatives, and analysts who can work with you every step of the way.

 

RELATED READING

It’s All About the Experience: Hotels That Win Are So Much More Than a Place to Sleep

in Hotels & Resorts by Hawthorn Editorial

A

fter the past few years, it’s hard to define the word “normal.” In so many ways, we’ve left tradition behind, realizing that you don’t need to keep doing something the same way just because that’s how it’s always been done.

For travelers, getting outside of that box means “doing what they want to do, not what everyone else is doing.” The Expedia 2023 Travel Trends report refers to this sentiment as the “No-Normal,” and says that trends so far this year show a global shift in mindset for travelers. They’re actively seeking all-new experiences, from jet-setting around the globe to the biggest culture capitals of the world to heading for wide-open spaces (cowboy hat included).

How can your property capitalize on this rapidly growing trend? Turn your hotel into an experience of its own. Whether you’re a boutique, niche hotel or a Fortune 500 brand name, it’s fun to get creative and think of ways to wow your guests. And those unexpected surprises are a great way to build customer loyalty and drive both new and repeat bookings.

Upgrading amenities to experiences can take two forms: enhancing those you already offer, or creating completely new ones that will surprise and delight. First, here’s a look at some simple ways you can get started – or make sure you’re staying the course:

  • Create cozy and comfy accommodations. Guests appreciate clean, comfortable, well-designed rooms that help them truly relax after a long and stressful day. If you haven’t already, consider upgrading your rooms to include things like memory foam mattresses, soaking tubs, or smart lighting.
  • Demand excellent customer service. A guest’s interaction with your staff members can make or break their visit (and lead to a great or not-so-great review). Ensuring top-notch customer service from the first interaction to the last can go a long way toward creating a memorable experience.
  • Make sure the internet works. This may seem obvious, but nothing ruins a business traveler’s trip faster than a hotel room with spotty – or no – wifi. There are many ways to upgrade your tech experience, but one of the most essential is to ensure that your guests have reliable access to the fastest speeds possible.
  • Cook up quality dining options. Even if your property only offers continental breakfast, you can still make it the best continental breakfast your guests have ever had. Always ensure that the dishes are hot, the wait staff is wonderful, and that your dining menus offer local, fresh cuisine.
  • Beef up your gym. A well-appointed gym can be a make-or-break option for some guests. To turn your gym into a fitness experience, invest in some of the latest equipment and offer a variety of ways to work out. It’s also a smart idea to consider TVs and ways to keep the gym smelling shower fresh.
  • Get local. Offer your guests a guide to everything they need to know about local attractions, events, restaurants, and more. The experience of finding hidden gems and living like locals is rapidly trending in 2023, and the perfect opportunity to get on board.
  • Sweat the small stuff. There’s a reason that cruise ship attendants create creatures out of bath towels – passengers love them! Thoughtful touches like fresh flowers, personalized notes for special occasions like anniversaries or birthdays, or even free water bottles in the room can make a great first impression (and leave a great lasting one as well).
  • Go to the dogs. If you don’t, consider allowing guests to bring their pets. And if you’re already pet friendly, give their furry friends a great experience, too! Things like indoor potty areas in case of rain, treats distributed during check-in, and maybe even crates for rent can give travelers added security that their fur babies will have a great time as well.

Leveling Up Your Guest Experience

If your amenity game is on point, it’s time to take things to the next level by creating experiences that will drive conversation, good reviews, repeat visits, and word-of-mouth referrals. It’s true that some of these require an investment to be successful, but when “experience” is already at the top of every travel list and still climbing, the hotels that can deliver on that need will come out on top.

Ready to step it up a notch? Here are some ideas to get your creative gears turning.

  • Offer culinary experiences. Why not take dinnertime to the next level by offering not just superb meals, but the chance to learn how to create them? Access to chefs, exclusive dining events, cooking classes, and local culinary tours are sure to attract foodies to your property.
  • Go from spa to ahhhhh. Many luxury hotels already have spas, but you can set new trends in relaxation and wellness by going above and beyond the traditional menu. Consider things like meditation classes, salt caves, yoga, or even wellness retreat weekends with a focus on relaxation, mindfulness, and self-improvement.
  • Double as a tour guide. Step up the idea of offering your guests local information and consider offering tours and excursions of your own that start and end at your property. Whether you’re in a scenic rural area or a bustling city, create itineraries that would appeal to your typical guests.
  • Make it personal. Another hot trend right now is personalization, which can range from the simple-yet-effective tactic of calling a guest by name to allowing them complete control over the ambiance of their room, from lighting to music to pillow preference.
  • Host workshops and learning opportunities. Depending on where your property is located, set up classes for your guests that will enhance their local stay, like kayaking or canoeing, photography, wine tasting, city navigation apps. The key to success here is to understand what interests your guests while they’re with you.
  • Become the VIP. If your property brings in a lot of business travelers, host a happy hour in one of your gathering spaces so that they can meet and network in a social setting. If you’re a family-friendly hotel, host a themed holiday party. Or, extend the party off-site by partnering with local attractions and events.
  • Think outside the room. If it’s feasible and in line with your values and guest profile, consider offering accommodations that are beyond the traditional, like bunkhouses, treehouses, underwater suites, cabins, or glamping-style tents.
  • Entertain the kids. Make the whole family feel welcome with experiences like family-friendly excursions, activities for all ages, a kiddie pool, or even a kids’ club that operates as a drop-off center so the adults can have some time to be themselves.

As you plan, it’s imperative to keep your brand, values, and guest profile top of mind. Always put those things at the top of the list, and make sure that whatever you’re planning ladders back up.

If this all sounds great but a little daunting, Hawthorn Creative has an expert staff of digital strategists, creatives, and analysts who can work with you every step of the way to come up with unique ideas that your guests will love.

 

RELATED READING

Insta-Worthy: How to Double Your Audience on Social Media In a Year

in Content Marketing, Social Media Marketing by Hawthorn Editorial

W

hether you live by it or loathe it, social media continues to grow by leaps and bounds. These digital platforms are no longer just the places to get all the neighborhood tea, but also to do business. And while it feels like there are a million metrics to track across a million platforms, there’s one question that always gets asked first: How many followers do you have?

To monetize on Instagram, you need at least 10,000 followers. On Facebook, it’s the same number, along with other qualifications you need to meet depending on your objectives. On TikTok, it’s 1,000 followers to drive sales through live-streaming, and 10,000 to become a part of the Creator Fund.

Creating the Right Content for Your Luxury Brand

If you aren’t even close to those numbers, how do you cross those necessary starting lines so that you can claim your piece of the social media pie? The first step is to have a clear understanding of your brand and how luxury brands play in the social space. Here are some goals to shoot for:

  • Visual Excellence: As a luxury brand, your content should be visually stunning. It’s essential to invest in high-quality photography, videography, and graphic design that showcases your products in an elegant manner.
  • Storytelling and Emotion: Craft compelling brand stories that evoke emotions and create a sense of desire and aspiration. Be sure to focus on the lifestyle and values associated with your brand, so that it’s not just a product – it’s a status symbol.
  • Brand Heritage and Legacy: Many luxury brands have a long history and heritage, and social media is the perfect place for celebrating yours. Create content that showcases your legacy, craftsmanship, and enduring appeal. This, combined with the ideas above, all work together to reinforce your brand values.
  • Behind-the-Scenes Content: Giving your followers little glimpses of #bts – aka behind the scenes – action, such as your craftsmanship process or exclusive events, adds an element of exclusivity and authenticity to the brand. This is also great content for livestreams.
  • Sustainability and Ethical Practices: Luxury brands are increasingly incorporating sustainability and ethical practices into their brand stories. Consider content that highlights your efforts to be environmentally responsible – it resonates with socially conscious consumers, especially Gen Z.
  • Consistency and Cohesion: This is an important one: While your tone may change depending on the social channel you’re using, it’s imperative to keep a consistent brand voice and identity across all of your social media platforms. It reinforces your luxury image and fosters recognition, even if you’re a bit more serious on Instagram than you are on TikTok.
  • Cultural Relevance: Spend as much time being a social user as a creator so that you’re aware of current trends, pop culture, and social issues. When it’s appropriate and aligns with your brand values, these opportunities can be a good way to connect with your followers on a deeper level.

How to Double Your Social Media Followers

Once you’ve created your content, here are some social-posting strategies that can help you see your numbers rise quickly, no matter which channel(s) you choose to focus on. Regardless of the tactics you choose, however, the key to success is a well-thought-out, strategic approach that’s consistent and always connects back to your brand aesthetic. Here’s our step-by-step guide:

  • Define Clear Objectives: What is your purpose for increasing your social media following? Are you seeking brand awareness, more engagement, lead generation, or an increase in sales? Answering these “why” questions first will help you focus and guide your strategies.
  • Know Your Target Audience: Do some extensive research to identify your target demographic and understand their preferences, interests, and behavior on social media. Knowing the way they behave on social, as well as what kind of content they gravitate toward, will help you tailor content that you know will resonate.
  • Use Hashtags Wisely: Hashtags are used to increase your post visibility and attract new followers by topic, and a smart hashtag strategy can mean the difference between success and failure. Each social channel operates differently when it comes to the number and type of hashtags that are ideal, so it’s important to stay on top of what’s trending to discover the right hashtags for your goals.
  • Be Consistent: Every social media platform offers user analytics to help you find the ideal times/days to post. After you’ve made a few posts, take a look at your audience’s online activity to find out when they’re most likely to see your content. That doesn’t mean to only post when the timing feels right, however. The algorithms like consistency, so it’s important to maintain a consistent posting schedule so that your followers know when to expect you. (If they really like your content, they’ll be waiting for the next post to drop!)
  • Engage and Interact: Many brands overlook this aspect of building a social strategy, but the ones who win take the time to respond to comments, messages, and mentions promptly. Start a conversation by asking questions, running polls, and encouraging user-generated content – it goes a long way toward fostering a real sense of community.
  • Use Advertising to Boost: There are some creators who want every. single. follower. to be gained organically. But if you ask us, investing in targeted ad campaigns falls under the category of “work smarter, not harder.” All of the major platforms, including Facebook, Instagram, TikTok, and Twitter, offer powerful targeting options to reach your ideal audience.
  • Partner With Influencers: The right social influencer can help you see a bigger ROI on your products or services than even the best targeted ad campaign. Your ideal influencer is at the intersection of current trends and has a similar aesthetic as your brand, mutual followers, and a shared human experience. If finding your perfect influencer seems like an overwhelming task, Hawthorn Creative has social media experts on staff who know that community inside and out.
  • Curate Exclusivity: Reward your social media followers with exclusive offers, discounts, or early access to new products. This can incentivize people to follow your brand and stay engaged. Limited editions can also help create a sense of urgency and desire that appeal to longtime brand loyalists as well as newcomers.
  • Give Stuff Away: Organize contests and giveaways that encourage people to follow your brand and engage with your content – but the offerings shouldn’t be just anything. Make sure the prizes you select – whether products, services, or tickets to a must-attend event – are attractive and relevant to your target audience. That said…
  • Cross-Promote: Social media is a great space to partner with complementary brands or businesses to cross-promote each other’s content. Through joint livestreams, duets, stitches, or even co-created content, finding the right partner can expose you to an entirely new audience.
  • Make Sure Your Shopping Experience Is Seamless: This one isn’t optional. As a luxury brand, it’s imperative that your social media profiles offer direct links to your websites or individual products, relevant CTA buttons, and a reliable destination page without broken links. Make it easier than expected to purchase your products or services.
  • LOOK AT YOUR DATA: This one’s in ALL CAPS on purpose, because it’s the single most overlooked – and single most helpful – tool that you have in your social media marketing arsenal. Analytics dashboards tell you the times of day and days of the week that most of your followers are online, how many people viewed your content, how much engagement you got, how many new followers you’ve gained, and a lot more demographic information.

If this sounds like a lot of work, that’s because it is. Growing your social media following doesn’t happen overnight, but with consistency, patience, a smart strategy, and a willingness to shift based on what’s working, you’ll see your follower numbers start to rise.

If social media feels like something you don’t understand, or don’t have time to understand, Hawthorn Creative has an expert staff of digital strategists, creatives, and analysts who can work with you every step of the way.

 

RELATED READING

Here’s How to Build Buyer Personas (and Why You Need Them)

in Marketing Topics by Hawthorn Editorial

W

hat’s a buyer persona, anyway?

You’ve probably heard that term floating around a lot, but do you actually know what a buyer persona is, how it’s constructed, and why it’s an important element of a smart marketing campaign? If you’re familiar with the concept but fuzzy on the details, pull up a chair. Let’s dig in

Buyer Persona Basics

Also known as customer avatars, buyer personas are fictional, generalized representations of your ideal customers. They’re created based on market research, data analysis, and real customer insights. These personas represent the common needs, preferences, motivations, and pain points of your various customer segments. They usually have a name and a (stock) photograph to represent them, and ideally, when you create your marketing strategy, it’s a form of one-on-one communication that seeks to empathize with that “person.”

Every buyer persona is created uniquely for a particular brand, but they all share some commonalities as a foundation, including:

  • Demographics: These include factors like age, gender, location, occupation, income level, education, and other relevant demographic information.
  • Goals and Motivations: What drives your customers to seek your types of products or services? Are they motivated by aspiration, a feeling of belonging, or even by fear? Understanding what drives them to hit the “Buy Now” button is invaluable, especially when you can use that information to truly empathize.
  • Challenges and Pain Points: This involves an examination of the issues your ideal customers face and the challenges they see as obstacles to purchase. It could be something physical like budget or distance, or something psychological like fear of trying a new technology, social media burnout, or feeling like there just aren’t enough hours in the day. Whatever your customers’ pain points are, you can use your marketing tactics as reassurance, confidence, or whatever else they seek.
  • Behavior and Interests: This includes information about how customers behave online and offline, as well as their hobbies and interests.
  • Buying Preferences: Are your ideal customers online shoppers, or do they prefer handling merchandise before buying it? Are they willing to shop from a social media platform? Understanding how and where your customers prefer to make purchases can inform not only your marketing messages, but also sales and distribution strategies.
    Communication Preferences: Knowing which channels and formats resonate with customers enables businesses to effectively engage and communicate with them.

Where Do You Find the Information?

This is the hard part – collecting all of the relevant data. Creating a persona involves both quantitative (numbers) and qualitative (words) research and can include both first and second-person research.

To get the answers directly from your customers, you can conduct surveys, interviews, or focus groups, collaborate with your sales team to get their stories, or even take to social media to read comments and reviews. You can also form an online community where customers can discuss your products in an open forum.

For secondary research, things like industry reports and surveys, website and social media analytics, and even a competitor analysis can help round out the picture and fill in any gaps.

The good news is you don’t have to try and boil down a pile of disparate data into one persona. If your analysis is showing several different types of customers, then create an avatar for each one. With those in hand, it can help target your marketing even more.

Do Customer Personas Actually Help?

In a word, yes. Putting a “face” to your ideal customer creates a human connection that might otherwise be missed if you’re purely looking at data sets. It’s worth its weight in marketing gold to be able to speak to your customers directly about what their concerns are and answer them.

Once your buyer personas are complete, here are some ways to take full advantage of them:

  • Targeted Marketing: It goes without saying that understanding your customers’ needs and preferences makes it easy to tailor not only your marketing messages, but the channels on which they’re served.
  • Content Creation: Buyer personas are the heart and soul of content strategies – if they’re thorough, you may even find your marketing messages within those helping marketers create relevant and valuable content that attracts and engages their ideal customers.
  • Product Development: Although it’s only semi-related to marketing, having personas on hand and building products and services based on buyer personas’ preferences ensures better alignment with customer expectations.
  • A Customer-Centric Approach: By focusing on the needs and desires of specific buyer personas, you can improve customer satisfaction and loyalty throughout the entire customer journey.

Are the Rules the Same for Luxury Brands?

The basic rules are the same, but as with anything that deals with a niche customer base, there are some unique situations to consider. As a luxury brand, it’s important to also put these extra factors into play:

  • Research and Data Collection: As a luxury brand, you may be in the fortunate position to collaborate with a market research firm to help you with data collection. A good agency can also create customer surveys, conduct focus groups and interviews, and scour social media for valuable insights. If you choose to work with a research firm, be sure that they’re also giving you insights into the consumer behavior patterns, spending habits, and lifestyle choices of affluent customers.
  • Niche Audience Segments: While many brands across the board often have diverse customer bases, that term is defined a little differently for luxury brands. In this case, the term diverse includes high-net-worth individuals, aspirational luxury buyers, and other specific groups. And although the basic data may be the same – a smaller audience means it may be harder to pin down.
  • Motivations and Values: Luxury consumers’ motivations often go beyond functional needs – they also seek emotional and experiential value in their purchases. It’s important to fully understand the emotional drivers behind their desires for exclusivity, status, and prestige, because those things are often what guide their decision-making process.
  • Lifestyle and Interests: Much like the larger audience segments, luxury customers will have diverse lifestyles and interests, but within a niche. Understanding how your customers live and how they play can help you tailor your marketing messages to align with those preferences. Consider studying travel habits, fashion choices, leisure activities, and other similar demographics when creating your personas.

Without a doubt, buyer personas play a vital role in aligning marketing strategies with the needs and preferences of your ideal customer. Leveraging this information as often as possible can work across the board to improve not only sales, but customer engagement, satisfaction, and loyalty.

Want help with the heavy lifting of creating your brand personas? Hawthorn Creative has an expert staff of digital strategists, creatives, and analysts who will work with you every step of the way.

 

RELATED READING

Personalization: How to Capitalize on the Current Hot Trends

in Content Marketing, General Marketing Insights by Hawthorn Editorial

P

ersonalization has been around in some form since the ’90s. But over the years, advances in machine learning, AI, and big data have evolved the concept from fun trend to must-have amenity. In 2023, receiving communications that address them by name, relevant trip recommendations, location-based updates and more are just something that travelers expect.

In fact, recent surveys reveal that 86 percent of travelers will be looking for personalization during their travel experiences. That’s no small slice of the hospitality pie. We put together a list of the most popular trends for 2023, and how you can ensure your property is always ahead of the game.

  • Guest preference tracking. There are so many opportunities to map your customers’ journeys, from the start of their research to a post-travel survey. It’s possible to collect information from every guest interaction, then use machine learning to create a personalized recommendation engine based on what they’ve told you their interests are. (One word of warning: Always use guest information safely and ethically.)
    To reach the full potential of this trend, don’t forget to pay attention to repeat guests. Preference tracking is a great way to personalize rewards for returning customers as well. In a world where all of the good deals seem to be aimed at new business only, this can be a great way to build satisfaction and loyalty.
  • Hyper-personalization. As the name suggests, this trend goes beyond run-of-the-mill personalization. Hyper-personalization which focuses on individual travelers vs. traveler segments, delivers completely unique, tailored, and relevant experiences to individual travelers. By analyzing large volumes of data, advanced technology like AI, machine learning, and analytics can be used to create personalized experiences at a granular level. And this isn’t a nice-to-have. A recent study found that 71 percent of travelers expect personalized interactions, and 64 percent get frustrated when they don’t.
  • Real-time custom updates. This aspect of personalization focuses on delivering relevant experiences in the moment based on immediate user actions, behavior, location or context. This technology involves a combination of data analysis, predictive analytics, and automated decision-making to make relevant selections. (Do you know those moments where you get an ad or a recommendation and you say to yourself, “How did they know?” That’s real-time personalization at work.
  • Contextual personalization. This tactic is largely based on time and space, taking into account a user’s location, type of device, time of day or browsing behavior to deliver personalized recommendations. Understanding context allows you to deliver a much richer and more timely experience.
  • Omnichannel personalization. It can be overwhelming to choose which media channels to focus on for a marketing campaign, but the demand for seamless and consistent experiences across the board is growing. To win in this space, it’s essential to deliver tailored experiences across various touchpoints, such as websites, mobile apps, social media, email, and even physical stores if it applies. To take it a step further omnichannel means delivering a consistent message that fits the tone of each channel (Tiktok vs. Instagram, for example).

The benefits of personalization

Some of these tactics require a pretty significant investment, especially if it involves best-in-class tech. Is it worth it? A recent McKinsey study says yes: personalization can cut customer acquisition costs in half, increase revenue by up to 15 percent, and achieve up to 30 percent ROI. There are a number of ways to achieve those numbers, but they all have one thing in common – think about yourself as a consumer, and what causes you to make the leap from shopper to buyer.

  • Improved customer experience. Personalization enhances the customer experience by delivering tailored and relevant content, recommendations, and offers. When customers feel that a brand understands their needs and preferences, they are more likely to engage positively with the brand, leading to increased satisfaction and loyalty.
  • Increased customer engagement. By providing personalized experiences, brands can capture the attention of customers, increase their interaction and time spent with the brand’s content or offerings, and encourage them to take desired actions such as making a purchase, subscribing to a service, or sharing feedback.
  • Higher conversion rates and sales. Personal, relevant marketing messages and recommendations can have a significant impact on conversion rates and sales. Think about yourself as a customer: When you receive recommendations that align with your interests and needs, you’re more likely to hit the Book Now button.
  • Increased customer loyalty and retention. Brand loyalty can be a make-or-break purchase factor these days, and personalization plays a crucial role in fostering that relationship. By tailoring experiences to individual customers, brands can strengthen emotional connections and create a sense of being valued.
  • Enhanced customer lifetime value. Put all of this together and it leads to a higher customer lifetime value (CLV), which encompasses customer retention, repeat purchases, and upselling or cross-selling opportunities. And, at the end of the day, the foundation is just four words: “This brand (or hotel, or destination) gets me.”

Hearing from your customers directly

We as marketers are able to read trends, understand the science and make smart decisions, but at the end of the day, it’s what the customers want that matters. The McKinsey researchers wanted to know those answers, so they went straight to the source and asked. Here’s what more than 2,000 respondents said their top requests were:

“Give me relevant recommendations I wouldn’t have thought of myself.”
“Talk to me when I’m in shopping mode.”
“Remind me of things I want to know but might not be keeping track of.”
“Know me no matter where I interact with you.”

You can dig into the details of this research here.

If personalization sounds like where you want to be but you aren’t sure how to get started, Hawthorn Creative has an expert staff of digital strategists, creatives, and analysts you can work with you every step of the way.

 

RELATED READING

Top 10 Ways to Use Video Content to Attract Guests

in Content Marketing, Social Media Marketing by Hawthorn Editorial

M

arketers across the hospitality industry have always had a strong feeling that video is a highly effective way to help travelers choose their destination. As it turns out, that gut feeling is correct. A recent study revealed that two in three American travelers use travel videos to inspire and plan their trip – a percentage that has risen quickly in just a few years.

And it’s not just video that’s trending, it’s where travelers are going to find them. Social media is leading the way for video research, with as many as 36 percent of travelers heading to channels like Facebook, Instagram, Twitter, TikTok, and Snapchat to consume travel-related content.

An additional 32 percent of travelers report accessing travel-related content via video services like YouTube and Vimeo, and 24 percent turn to streaming services like Netflix, Hulu, Apple, and Disney+. On the other hand, only one in five rely on traditional channels like cable TV shows.

What this all means is that video content can make or break someone’s decision to visit your destination. It’s essential to not only know how to create experiential, attractive content, but how to promote it effectively on the social channels where your potential visitors are.

Types of Video Content

If you’re keeping abreast of video trends, you’ve no doubt noticed that the sky’s the limit when it comes to the type of videos that have the potential to go viral. When travelers head online to make some decisions, they’re looking for content that covers both where they’ll stay, like hotel room walk-throughs, video reviews, and property virtual tours, and what they’ll do outside of the hotel, destination guides and influencer content.

These types of content don’t exist in a vacuum. Rather, a savvy traveler finds a number of different perspectives and paints them all together into a story about their potential destination. This means that your video marketing content plan should be robust and bolstered with smart sponsored and organic promotional strategies (including hashtags!)

More on that below.

How to Create a Smart Video Content Strategy for Your Destination

If you’re new to video content, then this step-by-step guide can help you get started on the right path. And if you’ve been around the video block a few times, it’s important to remember that trends aren’t constant, and audiences change. It’s beneficial to review and reassess your strategy from time to time to make sure you’re getting the most for your money.

Here’s how you go about creating a strong video content strategy for your hotel or destination:

  • Understand your audience. This is true for all marketing campaigns, whether they include video or not. Are you targeting families, luxury travelers or remote workers? What are their needs and preferences? What do they consider a perfect trip? The types of video content you make for each of those segments will look very different.
  • Set clear goals. Determine the objectives you want to achieve with your video content. Do you want to increase brand awareness, highlight your property’s unique features, promote special offers or new amenities, or promote the surrounding area? Having goals and referring back to them throughout the process will help keep you on track (versus going down the “Hey, what about this?” path that veers completely away from your strategy.)
  • Tell compelling stories. Audiences crave emotional engagement, and one of the ways you can achieve that is through authentic storytelling. Craft narratives that highlight your property’s unique selling points – its history, architecture, location, amenities, for example – in a way that not only answers the what, but the why. Guest testimonials or success stories can also work to create a sense of authenticity and trust.
  • Focus on the experience. Experiential marketing is at the top of the trending list right now, and video is the perfect way to show guests what they can expect when they stay at your property, from the ambiance and atmosphere to the unique features that set your business apart. Always show off what makes you stand out, from breathtaking views, to unique on-site experiences, to world-class dining options and everything in between.
  • Highlight local attractions. A vacation might start with the perfect lodging, but the memories will encompass the entire experience. Craft videos that show guests what the area surrounding your property is like, including natural beauty, cultural events, outdoor adventures, shopping, or dining options. Let guests know that your property is the gateway to an engaging, enriching travel experience.
  • Encourage user-generated content. UGC is a great way to say “Don’t take our word for it!” and let your happy guests do the talking, so encourage them to share their experience online via branded hashtags or running contests. Much like peer reviews on travel megasites, video reviews can help build social proof, trust, and inspire potential visitors who vibe with what other guests have experienced.
  • Create virtual tours. Virtual tours are the perfect way for potential guests to explore your property from anywhere on the planet. Immersive tours can showcase every area of your property, including rooms, common areas, outdoor spaces, conference rooms, event spaces and more. To take it up a level, create 360-degree videos or virtual reality for a completely immersive experience.
  • Create educational content. Informative videos do especially well on YouTube, especially when they offer valuable tips and insights related to your property, the local culture, or other practical travel information. A full destination guide can showcase local cuisine, customs, or language basics, tell visitors the best ways to get around, how to sign up for excursions, and more. Positioning your business as the expert source of information will help build trust and loyalty.
  • Collaborate with influencers. There’s a smart strategy for choosing the right influencer for your property, but once you do they can be a perfect conduit between their target audience and yours. Collaborative videos can go a long way to increase brand exposure and reach a wider audience, as well as creating loyalty based on recommendations that their followers trust.
  • Optimize for social media and SEO. Yes, SEO applies to video content, too. Be sure to use relevant keywords, hashtags, and descriptions to improve your visibility and reach. In addition, be sure to tailor your videos’ tone and format to suit different platforms (long-form horizontal for YouTube, and quick-hit vertical videos for TikTok, for example)

The final and most important step in any marketing strategy is to keep a constant eye on results. Always be measuring success and failure through metrics like views, engagement, conversion rates, and bookings generated from your videos. Keep an eye on which days and times your videos get the most views and look for patterns. Notice which types of videos get the most comments and shares. Near real-time metrics is one of the greatest tools at your disposal to course-correct without making a huge impact on your entire campaign.

A Word About Quality

All of the strategy, planning, and analysis in the world won’t help you if your video production quality is lacking. That doesn’t mean you need to invest in highly expensive camera equipment, but it’s important to take videos that are crisp and clear, with visually appealing footage that’s in focus, in frame and has clear audio. The newest smartphones all come with tremendous video capabilities that can do the trick.

If video is on your list but feels overwhelming, we have an expert staff of creatives who can help you plan, storyboard, execute and market your videos to the right audiences.

 

RELATED READING

Feeling Inspired? Let’s Talk