Good morning and welcome to adotat
The hospitality industry has been slowly but steadily recovering in the U.S. and in many parts of the world since 2021; data shows this trend continuing into 2022.
The bumpy ride for hotels is coming to an end soon, and more and more marketing will be needed as they try to re-engage customers.
With travel opening back up as the pandemic starts to slow and with new technology rapidly being created and adopted, it’s time we look at the current and future hospitality marketing trends and how they impact their marketing strategy.
Get your coffee, relax and be the smartest person in your office!
Sincerely,
Pesach Lattin
Pesach@lattin.us
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Expert Insight
with Glenn Haussman
#1 Hospitality Podcast & #1 Hospitality Social Media Influencer, No Vacancy Host
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Every week we will be providing insight from experts in different parts of the industry-- just a few questions that give you a quick read of what is important. Also, will be great new contacts for linkedin!
How is the hotel & hospitality industry fairing after Covid19?
Its truly a story of the haves and have nots. Depending on the type of hotel you operate, results vary wildly. Resort communities are doing better than ever in the history of the hospitality business, for example, while downtown urban core hotels that focus on meetings are still suffering greatly. Now, a new set of challenges for all are emerging when it comes to finding people to work in hotels and escalating price of goods and services.
If there was a product you could create for Hospitality Marketing right now, what would it be?
Something that really understood the customer and could create truly personalized offers and opportunities. It’d help hotels know the true value of an individual guest while deepening the connection to them.
Where is there room for growth in Hospitality Marketing? Ways to make personal connections with potential guests that creates true loyalty. Outside the business traveler, I truly question how many people are loyal to specific brands when it comes to exploring new experiences.
What is your favorite thing about what you do?
Connecting with people in the spirit of learning. And it’s amazing to be back at industry events having the chance to get back to delivering keynote speeches and hosting amazing discussions.
Add Glenn to your LinkedIn
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focus on the hospitality industry
1. What is Hyper Targeted Advertising and How is it Used?
Most brands are likely familiar with social media retargeting and how companies are personalizing and automating marketing, whether it’s through Instagram ads or Google banners and display ads. Beyond just behavioral attributes and psychological attributes, how do you actually interact and engage with brands? Larger brands will have the capability to actually spend the time and energy to flesh out multiple campaigns to create advertisements for segmentations and specific target audiences.
We should can create a campaign for two 35-year-old females and personalize each ad for each of them depending on their online behavior, location, and previous experience with the brand.
One ad may target a guest that wants to stay for a short period of time while the second ad might target someone that wants to stay for a few months and work remotely. Based on the data connected to one’s unique IP address, we’ll be able to create various segmentations and personalized journeys where the same website experience for one guest will be completely different from another. The personalization of these online experiences will continue to become deeper and more intelligent too. We
currently have the technology to change offers, dynamic promotions, and even the layout of the webpage based on the user. (From So-Cap Agency)
2. The VR (virtual reality) industry is expected to expand from less than $5 billion in 2021 to more than $12 billion by 2024. Within the hospitality market, the technology allows prospective travelers to explore their accommodations and the surrounding area before booking a trip. This can provide people with peace of mind when visiting somewhere new while helping hoteliers show off their offerings. Hospitality
brands with a large international focus may want to consider funding this marketing initiative in the year ahead. Hotels are tapping into this phenomenon by using Google technology to create ‘virtual tours’, a method by which a hotel can give their potential guests a 360-degree walkthrough of their room options and facilities.
3. Snap announced it will put AR technology more directly into retailers’ own hands by allowing them to use Snap’s AR try-on technology within their own mobile apps and websites, with Camera Kit for AR Shopping. The SDK will bring catalog-powered shopping lenses into the retailer’s own product pages to allow their customers to virtually try on their clothing, accessories, shoes and more. At launch, the feature works on iOS and Android apps, but
Snap says it will work “soon” on websites, as well.
4. Have you read enough about Google already? Again, in support of the travel industry recovery, Google has released analytic tools in partnership with Destinations International and Hospitality Sales and Marketing Association International to help destination organizations and hospitality marketers connect with people searching for travel.
Destination Insights helps users understand where those travelers who are searching are located, whereas Hotel Insights analyzes search trends to help hoteliers understand what travelers are seeking so they can market to them and meet their needs with a strong digital presence.
5. “Automation and Optimization! During the pandemic, everyone in hospitality needed to learn how to do more with less, both in the case of humans as well as financial resources. This didn’t just apply to the hospitality corporate office or property levels, but it also applied to digital marketing agencies. Much like with pricing optimization and automation, using data and a revenue management platform, plus optimizing paid search by using data
directly from your Google Ads account and working with an automated, optimization platform can ensure that your property is optimizing your keyword and bid strategies 24/7/365 using fewer resources at a lower cost! (Tim Kolman Commercial Strategy Expert, three&six)
6. Christopher Dobroth says he loves tracking ecommerce KPIs but these are his favorite: Sales, Profit, Backorders and cancellations. Marketing KPIs? Conversion rate, Return on ad spend, Followers and likes, Email open- and click-rates.
7. Digital video advertising spend surged 49% in 2021 and is expected to increase an additional 26% to $49.2B in 2022, according to IAB's "2021 Video Ad Spend and 2022 Outlook" report. Connected TV (CTV) ad spend increased 57% in 2021 to $15.2B and is expected to grow an additional 39% in 2022 to $21.2B. Between 2020 and 2022, CTV ad spend is projected to more than double (+118%). In fact, three out of four video buyers (76%) label CTV as a 'must
buy' in their media planning budgets.
8. A report released last week contends that Amazon uses voice data from its Echo devices to serve targeted ads on its own platforms and the web. The report, produced by researchers affiliated with the University of Washington, UC Davis, UC Irvine, and Northeastern University, said the ways Amazon does this is inconsistent with its privacy
policies.
9. Stripe, an online payment processing service, is partnering with Twitter to test a way for creators to receive payments in cryptocurrency. This select group of creators who have monetization features enabled can receive a USD Coin (USDC). This “stablecoin” cryptocurrency connected to the US dollar.
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What is Commerce Media & How to Implement it?
Marketers are increasingly leveraging data intelligence and digital advertising technology to reach consumers across the shopping journey, according to a new report by Criteo and Forrester that calls this approach “commerce media.” Commerce media is a new digital advertising strategy that combines commerce data and artificial intelligence to reach consumers during their customer journey and boost sales, revenue, and leads for advertisers and media owners. It can be used across all channels
and devices, and even offline.
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The Watercooler
Impress your Co-Workers with these useless facts about marketing
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What is the worst banner ad ever? No idea, but this is funny (and old)
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All About Us & Advertising
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ADOTAT.com is the product of over 20 years of online marketing publications and articles by Pesach Lattin & many more experts that have contributed!
Want to advertise? Contact pesach@lattin.us
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