CHANGING HOW HOSPITALITY DOES SOCIAL
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What To Expect

Grand Hyatt Vail had a unique advantage during the pandemic, an expansive amount of land for guests to safely and responsibly partake in outdoor activities.

Hospitality Needs to Prepare for Bleisure Bookings

The business travel industry is expected to rebound in 2023, inching closer to the once $1.4T industry size. There are a number of trends and insights that luxury hotels should be aware of when planning for the future of business travel. These include capitalizing on two intertwined and profit-enhancing opportunities: remote working and bleisure trips. Be ready for these new hybrid travelers, and you’ll enjoy increased bookings while ensuring your luxury property remains competitive in the post-pandemic world.

Be Ahead of the Trend

The pandemic caused a dramatic decrease in business travel volume, however, 72% of business leaders surveyed said that this would not change the number of business trips taken by employees. Many companies have already figured out how to accommodate a blend of remote and in-person work. Now, the workers are also figuring out how to get the most out of their new hybrid reality. The opportunity to work remotely coupled with a return to business travel has created a huge opportunity for bleisure bookings throughout 2023 and beyond.

Be Tuned In

Blended travel isn’t going anywhere. Many business travelers are determined to explore the city or region deeper before and/or after their business engagements. In fact, 38% of business trips contained a weekend in 2022. Another part of the trend involves families and couples, who represent the largest group of those extending their trips. Thanks to an increasingly remote world, many spouses or partners are working remotely. There are also ongoing remote schooling programs for children. When it is so easy for partners, families and couples to tag along with their significant other taking a bleisure trip makes sense. This often adds 3-6 travel days and multiple guests to what used to be an overnight.

Be the Ultimate Planner

Anticipate the needs of the non-business travelers by providing ideas, outings and programming specific to their situation. For example, create itineraries for tag-along passengers while employees are in business meetings. Include itineraries for all ages and relationships (family, spouse, friends), and don’t forget that some tag-along members will also be working – or schooling.

Be the Local Expert

Be the local expert by creatively curating experiences. View local attractions, restaurants, and activities within your area that can be included in a business traveler’s itinerary. This shows the destination’s unique culture, scenery, and attractions and encourages the traveler to explore beyond the scope of their business trip. Definitely showcase local businesses such as restaurants.

Also remember to focus on convenience and proximity to the property to allow business travelers to make the most of their limited time in the city and make their experience stress-free. Promote the walkability of your location and offer guides to using subways, bike or car rentals if applicable.

Be An Inspiration

By celebrating bleisure travelers in your ads and social, you’ll be putting good ideas in travelers’ heads.  BCV saw increased engagement on boosted posts with copy reading “Work from [Property Name]” paired with imagery of amenities conducive to working remotely, efficiently, and without distraction while traveling. Help travelers separate work from play by outlining work/life balance opportunities on-site and showcasing imagery and video of a “day in the life” working from your property. It is also a good idea to enhance their stay and their total expenditure by providing guests with posts that highlight early morning and late night dining options to ensure your offerings align with their schedules.

Bleisure is Beckoning!

More than a marketing trend, the extended travel movement is a positive outgrowth of a shifting workforce. After the hassle of the planes, trains and Ubers involved in getting to a location, it makes sense to get more out of each trip. When the destination is a luxury hotel, resort or spa, the question really becomes, ‘Why not tack on a few extra days’?

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What To Expect

As one of Savannah’s most sought after boutique hotels, Mansion on Forsyth Park blends serenity and southern charm. Embarking on a transition to establish themselves as an independent brand, the Mansion on Forsyth Park tapped BCV to garner awareness of their new identity while simultaneously driving bookings among travelers.

One of the great advances in hotel design has been the inclusion of accessible facilities on property for all guests. Yes, it is a law, but it is also the right thing to do. As an extension of that best practice in architecture, the social media experts at BCV have written a detailed white paper on ADA Compliance in social media.

Overview

Ensuring that all communities have access to messaging and brand content is a critical area of consideration for marketing and communications planning. Understanding the tools available across media types and how to integrate them can assist brands with developing equity across audiences, enveloping those who have sensory impairments or belong to the Deaf, Hard of Hearing, Deaf-Blind, Visually Impaired, or other communities.

Specific to social media, the platforms themselves largely control accessibility and the user experience, with Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, TikTok, and Snapchat each featuring different capabilities. Unlike a website user’s experience that can be informed by backend development, brands do not have the access to change how a social platform integrates accessible features. However, brands can make use of the available tools and features provided by each platform to provide a thoughtful experience to as many audiences as possible.

Although social media is a controlled, third-party platform, there are certain steps that marketers can take to align a brand’s social presence – and a user’s experience – with ADA Compliant policies. Below are a few best practices that BCV recommends in order for brands to put their best foot forward in the world of ADA compliance and accessibility.

Recommended Best Practices

Accessible Communication. Ensure business information is clearly listed and easily found across social pages to facilitate clear communication between your brand and people who may have questions and concerns regarding your accessibility accommodations.

Written Messaging. In order to provide more accessibility for audiences who are within the deaf or hard of hearing community, it is important to ensure your content messaging comes through in instances of videos with audio. When posting videos, if closed captioning is available on the platform, this can be an efficient way to provide accessibility to more people. Certain platforms have taken initiative in this regard and added automated captioning functions. If unavailable, spoken copy within the video should be echoed in the caption of the video to provide context. Here are some examples of platforms that streamlined closed captions options:

Instagram

  • Stories. Utilize the Captions Sticker when posting video content, which automatically transcribes spoken copy onto the screen.

  • IG Threads. A hack to adding closed captions to videos is by downloading Instagram’s Threads app. This platform allows users to easily upload videos, activate automatic closed captions, and then save the video without posting. This feature also allows users to adjust where on the screen the embedded captions will live, so that it fits within the formatting of the platform you will be uploading it to, no matter if you are uploading it on IG, FB, or elsewhere.

  • In-Feed Videos. Opt in to in-feed, automatically generated captions for all video posts with audio.

Facebook

  • Stories. This feature behaves nearly identically to Instagram Stories. Simply select the Captions Sticker, and the closed captions will be automatically generated.

TikTok

  • TikTok allows for easy closed captioning when posting video with a speaker. Simply select the Captions option before posting, and the platform will automatically generate closed captions.

YouTube

  • YouTube offers automatically generated captions that can be added and edited before posting a video.

Hashtag Capitalization. Capitalizing each word in a multi-word hashtag allows for easier recognition by text-to-speech programs. For example, #solotravel may be harder for a program to read, while #SoloTravel will have much higher visibility.

High Color Contrast. Graphics and video should be designed with color contrast in mind; Font and imagery should be selected to provide high contrast for visibility and to assist with readability. The fonts themselves should be clearly legible and large.

Emojis in Moderation. Emojis are not text-to-speech friendly, and therefore should be used in moderation, reserved for times when they have clear value-add, or are held until the end of captions. Also, refrain from using emojis to replace words; This can cause confusion for someone listening to your content read aloud.

For additional opportunities by platform, please see our resource guide, below.

Content Creation

Brands can remind their communities that accessibility is a priority through messaging and content decisions. Additional ways to connect with travelers with disabilities may be:

Inclusive Messaging

  • Incorporating inclusive messaging is the most important step in maintaining an inclusive social media presence. Posting photos that showcase accessibility features, such as an ADA Compliant pool lift or roll-in showers, can give potential guests the confidence to book with your brand. In addition, provide a link in the caption to your brand’s ADA webpage for a full list of on-site accommodations.

  • Be sure you have listed all of your accessibility offerings on the brand website, with clear navigation to this page. In addition, in social messaging, consider prompting guests with disabilities to “check with us” if they are unsure about their stay, and provide clear pathways of communication to potential guests to ask questions about your ADA Compliance offerings.

  • Partnering with a sign language translator for events can be another way to provide accessibility. And as with any messaging, the primary objective should be authenticity.

Influencers

  • Influencers and content creators are leaders in their online communities, often with an extensive and dedicated fan base. Partnering with an influencer who is a member of the community of people with disabilities can position the brand to be a listener and advocate, as well as financial supporter of the community’s favorite social media creators.

BCV Approach

Social media is an important tool for consumers to research the brands they want to do business with. One important question people with disabilities ask is: “Is traveling with this brand possible for me?” There are many brands that are proud of their efforts when it comes to accessibility at their properties, including accessible rooms, amenities, and accommodations. The labor afforded to make these offerings possible should be swiftly supplemented by clear descriptions on the brand website, as well as social messaging.

People with disabilities often have extensive social networks, especially within communities of people with disabilities. And depending on the individual, people with disabilities are more likely to travel with at least one other person. One good review has the potential to lead to extensive recommendations from them to their friends and family, who may also have disabilities.

Aligning social media pages with ADA compliance requirements is valuable to travel brands, most importantly because it builds a company community that supports and includes everybody and every experience. Social media is one of the top tools consumers use to research and evaluate brands, and BCV believes that brands with social media infrastructure to reach people with disabilities are setting themselves up as professionals of inclusion and thoughtful consideration.

Platform

  • Facebook – Facebook’s official accessibility page

  • TikTok – TikTok’s commitment to accessibility and current accessibility features

  • Pinterest – Pinterest’s dedication to inclusivity for all levels of vision

  • Twitter – Twitter’s commitment to accessibility

  • @TwitterA11y – Twitter’s official accessibility account

  • Instagram – Instagram’s alternative text update

  • Youtube – YouTube’s settings page to adjust accessibility settings

Government

  • Digital.com – “Federal Social Media Accessibility Toolkit Hackpad”

Blogs

  • The Real Alexa – “Accessibility on Social Media” by Alexa Heinrich

  • Travel Market Report – “Building a Client Base within the Special Needs Travel Niche” by TravelMarket Report

Creative Examples

Closed Captioning

  • Google’s “How to Heal” Ad – An incredibly moving ad, this video conveys its messaging well, both with sound and on silent, thanks to closed captioning.

High Color Contrast

  • Allbirds – This ad has clear color contrast with bold lettering, making it easy to read.

Capitalized Hashtags & Emojis in Moderation

  • The Sill – This post by The Sill capitalized both the words in their hashtag, as well as saved all their emojis until the end of the caption.

BACKGROUND

The impact of COVID-19 has fundamentally changed consumer behaviors and expectations as it relates to travel and hospitality.

Recognizing this, the Four Seasons Resort & Residences Jackson Hole pivoted their marketing efforts away from their hotel guest rooms to instead promote their private residences as an option that offered less person-to-person contact and thus a more protected stay.

These unique spaces no only offer seclusion paired with Four Seasons services and amenities, but most importantly a safe change of scenery for the new landscape of remote working and e-learning.

APPROACH

In an effort to garner awareness and drive bookings of the Hotel’s private residences, BCV launched an advertising campaign on behalf of Four Seasons Resort & Residences Jackson Hole. The ad included the “Book Now” CTA and was featured on both Facebook and Instagram.

The campaign ran for 19 days and specifically targeted individuals who had visited the hotel’s website in the past 30 days, along with an audience of individuals who shared similar demographics and interest to those website visitors.

Strategic audience targeting provided exposure to those who were already in the consideration phase of staying at the hotel.

BACKGROUND

The Ritz-Carlton, Dove Mountain is tucked away in Arizona’s Sonoran Desert, a coveted outdoor escape for luxury travelers. Offering a mix of restorative experiences and amenities, the property knew social media was a critical avenue to build consideration. With goals aimed at achieving a stronger brand presence and driving social community growth, The Ritz-Carlton, Dove Mountain tapped BCV to craft their social media strategy.

APPROACH

BCV recommended a video ad with the objective of driving clicks to The Ritz-Carlton, Dove Mountain’s Instagram page.

To provoke emotion and stop users from their scroll, captivating video content of the property and surrounding area was utilized as a means of creating the desire to travel the Sonoran Desert.

The ad was supported with demographic, interest, and behavior based targeting alongside qualifiers such a geographic location, age, net worth, travel interests and digital activity.

BACKGROUND

As the pandemic continued throughout 2021, hospitality was still impacted by lagging travel and tourism. In an effort to drive domestic tourism, boost occupancy, and increase foot traffic at their restaurants, Grand Hyatt Baha Mar pivoted its social strategy and ad spend to motivate locals.

With these goals in mind, Grand Hyatt Baha Mar created a discounted room rate alongside F&B specials that locals could enjoy during their visit. In order to strategically market these on social media, Grand Hyatt Baha Mar Partnered with BCV.

APPROACH

BCV approached each of Grand Hyatt Baha Mar’s two offers with a different paid strategy for each objective.

With the F&B specials, BCV launched reach ads to maximize visibility among individuals with a 25-mile radius.

To successfully secure direct revenue, our team also deployed conversion ads with advanced audience segmenting to target only individuals living in the Bahamas.

Over the course of 8 months, both the creative and ad targeting were optimized to yield the strongest results.

BACKGROUND

During the summer months of 2020 when most travel plans were cancelled due to the global pandemic, BCV worked with Cinnamon Hotels & Resorts to launch the #BookNowStayLater campaign for their two hotels in the Maldives, Cinnamon Hakurra Huraa & Cinnamon Velifushi.

The #BookNowStayLater campaign aimed to inspire travel to the Maldives and aid recovery by driving leisure bookings for the back half of 2022.

APPROACH

A variety of organic and paid tactics were launched with goals of driving engagement and conversation.

Knowing video content is prioritized within the Facebook & Instagram algorithm, BCV utilized several video assets to capture an aenon of users and showcase the Cinnamon experience.

Simultaneously, a conversations ad was launched with an exclusive social media promotion of 70% off the booking total and featured a “Book Now” call-to-action.

Additionally, BCV leveraged Instagram Story ads as a means of drawing urgency to the last few days of campaign and exclusive promotion.

The #BookNowStayLater campaign ran for one month and leveraged multiple ad placements for extended reach and visibility.

Using Add Yours + Collab Posts to Boost Engagement

When it comes to deciding which social media channels to really master, the learning curve of new features has to be part of the decision. The right match of your content to the channels where your audience lives is critical. Fortunately, Instagram has some content creators’ features that work nicely for hotel social media posting. The Add Yours sticker and Collab posts offer ways to boost engagement and build community within the platform and are relatively simple to integrate within a content strategy. Here’s a closer look into each:

Instagram Add Yours Sticker

What is it?

Add Yours is a way for users to jump onto trends and share their own photos and experiences; the best Add Yours are relatable, curiosity-peaking, and spark inspiration. The feature allows users to start a content thread surrounding a common prompt (the sticker). The original user can add the sticker and type a caption that requests their viewers to share their own photo response with the sticker attached, which then starts the cycle over again on the new user’s Story.

Add Yours is a way for users to jump onto trends and share their own photos and experiences; the best Add Yours are relatable, curiosity-peaking, and spark inspiration. The feature allows users to start a content thread surrounding a common prompt (the sticker). The original user can add the sticker and type a caption that requests their viewers to share their own photo response with the sticker attached, which then starts the cycle over again on the new user’s Story.

All users, even those who did not participate, can simply see who participated in the Add Yours chain by clicking on the sticker. Brands who initiate an Add Yours chain can therefore see each user who participated. Likewise, other users may tap through who participated and notice which brands shared a photo in the trend. Users can also view all photos added to the chain, creating seamless brand awareness opportunities through user-generated content.

For example, a travel brand may add an Add Yours sticker to a photo and ask, “share your favorite vacation memory.” Once posted, users can click the sticker on the post and add a photo of their choice before posting it on their own story with the sticker attached, automatically prompting their followers to do the same. The brand may then go in, click on the sticker, and view the submissions of each user who participated in the Add Yours.

What can the Add Yours sticker mean for engagement?

Add Yours stickers are a new form of engagement for Instagram Stories. While previously interactive opportunities on Stories circled back to the original user, this addition starts a chain-reaction in which anyone can participate and share their unique content. Rather than simply answering a poll or asking questions, users are prompted to whip out their own cameras or sort through their photos to find and post.

How can my property integrate Add Yours stickers?

Add Yours are easily integrated, especially when tested on temporary Stories posts to understand how it fits best with your brand. Here are a few options to get started:

  • Participating in Existing Add Yours – Posting under Add Yours that are already circulating can be a simple way for brands to integrate this feature, as well as jumping on a trend that has already caught significant momentum.
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  • Creating Original Add Yours – Brands can also start their own Add Yours chains by crafting their own prompts and posting it to their Stories. This can be taken in many different creative directions, and brands may choose to add these posts to their highlights for ephemeral use.

  • Ask users to share their favorite memory with your brand – This prompt creates many opportunities to find UGC and content to re-share on the owned brand account.

  • Prompt users to share their “favorite resort attire” – This is a specific example, but choose a prompt that makes sense for your property and individual assets. The goal here is to have users digging through their photos for the perfect picture.

How to create an Add Yours sticker

Creating an Add Yours sticker thread from the beginning is simple. Follow the steps below to get started:

  1. Select an image to share via Stories, then click the sticker options

  2. Select the Add Yours sticker, and type in your desired prompt

  3. Post your final version in the same manner as your other Stories

Instagram Post Collabs

What are post collabs?

Instagram designed Collab posts to boost community with the goal to streamline collaborations between two users. Collab posts are a new feature that allows users to co-post both regular feed posts and Reels. These posts will show up identically on both profiles and will share engagement, likes, and shares. This way of posting expands the users’ reach and visibility, as the two accounts “share” a following in this moment. In addition, Collab posts can add a level of validity to brands that partner with Content Creators, as it displays a higher level of investment by the Creator, then if they had simply tagged the brand in a post.

Here is an example of how the Collab would appear as a post vs a Reel:

What do Collab posts mean for engagement?

The advantage to this – rather than having the Content Creator post it alone – is that the engagement will count towards the brand’s profile page as well. For example, if a brand with a small Instagram following co-posts with a Micro Influencer with 100k followers, the brand will see unseen engagement on that particular post.

How can my property integrate Collab posts?

Your brand can expand audience reach by Collabing with…

  • Influencers – Creating a Collab post with a Content Creator has the potential to introduce your brand too large, new audiences who look to the Creator for purchase inspiration. Anywhere from nano influencers to celebrities can work with this feature, depending on your goal.

  • Industry Leaders – Partnering with leaders in your brand’s niche travel industry can place your brand in front of the correct audience for your goals.

How to post a Collab

Posting a Collab is as simple as tagging someone in a post, and the process is nearly identical. To collaborate with another account, simply draft the post as normal and then tap “Tag People” under the post description. Then select “Invite Collaborator,” where you will be prompted to search for the account you wish to co-post with. After this, proceed to post the post as usual, and the other account will be asked if they would like to accept the Collab post. They can accept/decline at their leisure, although the post will proceed to be live on your account even before they choose.

POV

These new additions by Instagram are an effort by the platform to be a source of inspiration and trend-building, and to deflect from the current trend leader – TikTok. Add Yours stickers and Collab posts are already providing brands with new opportunities to be exposed to new audiences. BCV sees both of these features as great sources of visibility for brands on the app with engagement opportunities alike. To integrate Add Yours stickers, begin by participating in an existing thread to test your audience sentiment and engagement rates. For Collab posts, consider testing with a Content Creator to spark engagement from their existing audience. Travel brands have the opportunity to maximize these two features to build community on their social platforms and engage new audiences.