Following the successful launch of a new Hyatt hotel in Nashville, the hotel’s social media objectives evolved from generating awareness to driving conversions. This transition was motivated by the need to translate online engagement into tangible bookings and revenue. Recognizing the importance of adapting to industry trends and consumer behavior, a comprehensive strategy was devised to achieve these objectives.
As the country celebrated Ramadan, this luxury resort in Al Jubail looked to leverage the opportunity of having locals and visitors alike dine with them at Tent.
With a short window of time to capture diners, the property turned to social media as their preferred digital advertising channel. With more than half the world on social media, paid social presented the best chance of success due to it’s precise targeting and expansive reach.
A popular Marriott hotel in Hawaii, facing a need period, sought to leverage the power of social media to boost revenue. Recognizing social media’s historical success as a marketing channel, the hotel collaborated with a leading social media agency to implement a flash sale campaign. The objective was to drive bookings during the need period and showcase the value of the hotel to potential guests.
Learn how the Meta Pixel, a snippet of javascript code that allows us to track activity on your website, can help you measure the effectiveness of your advertising.
A renowned luxury hotel in the heart of Beverly Hills, sought a transformation of their social media presence. Initially entrusting a local PR agency, the hotel recognized the need for a specialist in social media marketing. They aimed to amplify their online visibility, storytelling and guest engagement while also enhancing their return on investment (ROI).
Situated on a private island in the heart of French Polynesia, this luxury resort is a paradise unlike any other. Combining the highest level of luxury and personalized service, guests can expect unparalleled seclusion and jaw-dropping views. This 5-star property award-winning resort is often sought after, however, social media conversion saw a decline towards the end of 2022. Leveraging audience data and insights, BCV curated a social advertising strategy that would maximize return.
The terminology surrounding “meta ads” can be a bit confusing. To grasp the various types of meta ads, it’s essential to first delve into ad formats and placements. Specifically, let’s take apart the different types of Meta ads used to advertise luxury hotels.
Regarding placements, the “Advantage+” feature is the top choice in hospitality. Meta employs AI to tweak the ad format for various placements, ensuring that the most effective ads are highlighted across different channels such as feeds, stories, reels, messenger, FB ad networks, and more. Additionally, multiple single images and videos can be used in Advantage+ to create dynamic ads originally built in the different placements. For example, let’s say you can have pictures of the hotel room and amenities and videos about the destination’s lifestyle. Advantage+ will create and promote multiple ad types across all the placements and optimize them based on performance.
If Advantage+ creates, distributes and optimizes ads from your existing material, then let’s break down the types of content you can create on Meta.
Slideshows allow you to showcase the best visuals of your property swiftly. The most prevalent ad format in the hospitality sector is the “slideshow by difference.” This entails a video slideshow that combines images of lifestyle, rooms, food & beverage, amenities, and destination. As powerful as this format can be, there is a drawback to consider. Because they can feature many images, slideshows sometimes lack a narrative, presenting images in a seemingly random order. Think of the slideshow as a mini-story with a beginning, middle and end to keep it compelling.
Videos continue to stand out as the most impactful ad format. They offer a concise visual narrative that delves into the hotel’s identity and experiences. This format provides flexibility in style and resonates more with the placements increasingly favored by users. Traditional videos are also a popular choice in this industry. The only downside we see for video content is the cost to produce and the need to change up the videos based on the offer to keep them in sync and relevant.
Single Images can be effective for retargeting, especially if a user has previously been captivated by a more visually rich format like a slideshow or video. However, they can stay flat with the support of other, more comprehensive ad types during prospecting. Their impact is further diminished if the images are average and lack a unique artistic or distinguishing touch.
Carousels & Collections have the potential to be both engaging and imaginative, provided they incorporate creative and visual storytelling. Carousels come into play when there’s a need for visual promotional storytelling or showcasing multiple products or services in a single ad. Much like the Slideshow format, the Carousels format must feature captivating content to encourage users to view the entire carousel.
For luxury establishments, the beautiful surroundings and deluxe accommodations create gorgeous content. There is a common feeling that the content itself is all that’s needed to drive traffic and bookings. Luxury properties must avoid the trap of solely boosting organic content, opting instead to fuse various ad types into their campaigns for superior business results. Use the organic and ad combo to create a one-two punch that really connects with consumers.
In the realm of luxury hotel advertising, we’ve discovered that Meta ads such as slideshows and single images are remarkably cost-effective. Specifically, they shine in the area of retargeting and are often the top-performing strategy. Videos have, of course, been gaining traction on their own for decades and are now making real headway as ad content. Videos perform particularly well in areas of awareness and reach.
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If there’s one thing to take away from this post it is the power of Meta’s detailed targeting capabilities to use, repurpose, and optimize your posts. Which means that putting the time into your posts is totally worth it. In all formats, creativity takes the forefront in determining the success of ads. We consider creativity to include the content, images, text of the ad, AND the ad format itself. We’ve learned that A/B testing can dramatically enhance an ad’s efficacy and pinpoint the optimal blend of ad type and copy. The time you take to get those ads polished and pre-tested and optimized empowers Meta to work its magic. Putting your great content into Meta creates an ongoing loop of formats, data, and blended content that is satisfying and drives success.
It’s important to note that dozens of AI tools exist with a range of specialties, from design to content, legal assistance, marketing, and more. The best overall AI Chatbot is ChatGPT, advancing its technology at lightning speed (ChatGPT V4 just launched recently). However, Jasper is a great alternative with more features that can support marketers.
AI has the ability to make waves in the luxury space through personalization. AI-powered personalization can transform the guest experience by more quickly and accurately synthesizing customer data. Imagine a 24/7 digital concierge capable of fulfilling requests, answering questions, and making personalized recommendations for every guest.
Hotels definitely underutilize influencers. Influencers offer an invaluable access point to a trusted audience who could very well be your next guest. They let you amplify your online reach in a really organic way.Community management is another area where hotels could improve. Social users, especially travelers, expect the same level of customer service online that they receive in person. This means being available 24/7, adding a human touch to responses, and leveraging those conversations to make customer experience improvements. Brands that are present 24/7 and ready to capture these high-intent customers will improve guest satisfaction, which translates into loyalty and in turn, produces higher ROI.
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Unfortunately, there isn’t a one-size-fits-all answer to this question. The number and frequency of campaigns you should run really depend on the business objectives you’re trying to achieve. For example, you might want to run two campaigns targeting different parts of the sales funnel: An upper funnel Post Elevation campaign focused on acquiring new leads by promoting your branded content.A lower-funnel retargeting campaign focused on converting high-intent prospects and repeat customers.Segmenting these into two separate buckets will create a more comprehensive strategy for business and help drive awareness and ROI simultaneously.
First, set clear goals for your paid social campaigns. Social is a powerful channel that can help you accomplish many different objectives, from increasing brand awareness to increasing sales. Still, focusing your efforts and optimizing based on the right KPIs is important.Also, consider how social can complement your overall digital marketing mix across other channels like programmatic, CTV, SEM, and metasearch. Think about what social can do better than other channels and lean into those strengths.Last but not least, keep an eye on your competitors, and make sure your organic content is performing well, and carving out a unique, ownable space in the market.
The reality is that no platform will win the race because video as a format has already won. Video content is the most important format to have in your library. However, brands that want to make video work across platforms need to make sure they’re editing their videos to match each platform’s video formats and user expectations.
One tip for video content success is to think about audience targeting. For example, did you know video content has higher engagement in Europe and Southeast Asia? Additionally, consider the kind of video content you’re posting. Educational content (think dance videos, cooking tutorials, etc.) gets some of the best view numbers due to people watching over and over in an effort to learn/digest the content.
Such a great question. Reels have the advantage over Stories for a few reasons:Reels are served to users via their feed and discovery tabs, while stories need to be sought out by users. Reels automatically play on a continuous loop, increasing their views, versus stories users have to tap to advance or replay manually.
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Not all trends will be relevant to your audience, and what goes viral is unpredictable. The best action plan is to weigh a trend’s relevance to your audience. If it’s something that will resonate with them based on demographics or sociographics, plow ahead. Regarding timing, some trends last 8 hours, and some last 8 days. We advise moving as quickly as possible to adapt the trend to your business so you’re recognized as leading the pack.
The best way to stay on top of trends is to create a personal TikTok account and follow creators. Trends often stem from TikTok and make their way over to other platforms and older generations 3-4 weeks later. If you don’t have the time to do that on your own, hire an expert partner like BCV to help with your social strategy.
Our social media audit guide is a top-to-bottom review for you to utilize as your evaluate your social media efforts. At first glance, it might seem obvious. You know what channels you use. You post and look at the results. That’s an audit, right? Yes and maybe not. We help you take your audit a couple of steps further allowing you to have a solid overview of what’s working, what’s not and what could be improved.
As a result of the pandemic, expansive, open-air wedding venues overtook the wedding market as a coveted location. Sitting in an urban market that relied heavily on special event and group business, The Ritz-Carlton, Cleveland leveraged social media to position themselves as a top wedding venue among couples.
