CHANGING HOW HOSPITALITY DOES SOCIAL
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At BCV, we’re always looking to our colleagues–and clients–for new ways to leverage hotel social media marketing. Frequently, this takes the form of a robust forum where questions from hospitality leaders are answered by our team and shared here. After a recent AMA, we’re back with answers to your burning questions from experts on our Strategy, Paid Media and Creative teams.

Lindsey Sagnella, VP, Strategy & Innovation

What are the best AI tools for hospitality marketing?

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.

How do you anticipate AI affecting luxury travel, where service touch points are highly important?

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.

Where do you see the largest areas of opportunity for hotels on social media?

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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Check out what emerging social trends Lindsey has her eye on and how they can lead your audience to your property ➜

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David Pico, Director of Paid Media

How many campaigns should we run each year? How many per quarter?

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.

How do you get the most out of your advertising dollars on social media?

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.

James Parrinello, Creative Director

Which platform do you think will win the short-form video race? Do you think TikTok will emerge on top overall now that it also allows long-form videos?

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.

Do you have any suggestions for improving video performance on social?

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.

Why do you think Instagram Reels perform better than Stories?

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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Learn how Instagram Reels helped the Four Seasons Hotel showcase the brand’s identity and share its unique stories ➜

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How long do trends stay viral? How do you know which ones are worth jumping on?

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.

How do I stay on top of trends?

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.

How did we ever get rooms booked before the internet?

Travel agents? That’s so 80’s throwback.

Calling a property to check pricing and availability? How quaint.

As you are well aware, the game today is all about the social media strategy and execution that drives online booking. As you also know, that means content creation, distribution, paid media, sentiment monitoring, and stats showing all programs’ ROI. So complex! How can an internal team ever hope to do all that? Better round up some digital agencies and hire one, right?

If you scanned my bio, you might think you know where this is going. But please, don’t jump to any conclusions.

Making a case for not hiring an agency.

Let’s start with the premise that you’ve got everything covered in-house. And I firmly believe that you might just have everything you need already in the hearts, minds, and skills of the people on your team. Please note that I didn’t say you have everything–just everything you need.

Do you REALLY need to do everything?

Social media eats up staff hours voraciously. It is a bottomless pit that needs constant feeding. So, the question becomes how you put that beast on a manageable diet. I’m suggesting that you prioritize the scope of your in-house program by limiting it to two or three possible benefits. What is more important and valuable to your business? Is it the time necessary to run a program? Is it the money required to run a successful program? Or is it the expertise needed to be on top of the ever-changing social media landscape? Let’s look at all three.

Time.

Content Creation takes time. Consistently.

Do you have the time from current staffers to create all of the content you need?

Is this going to be someone’s job? Or are you thinking that since we all have camera phones, they can be grabbed on-the-fly? We estimate that content will take an internal 10 – 15 hours per week, including content creation and the time it takes to distribute the content thru paid and organic channels.

Money.

Running social media programs that include organic and paid media is an ongoing investment. The staff hours required to run a program vs the outside costs of an agency can be ball-parked. Just look at your volume for the entire program. Then decide if there is enough for an in-house staffer–or if it is enough for an in-house staffer to manage an agency resource.

Expertise.

There are infinite possibilities in the social media world. New tools, formats, data, trends, and channels pop up almost daily. Most properties don’t need (or want) to be on top of the latest and greatest. Other properties want to understand their options and opportunities.

In-House vs Agency Evaluation

It’s really a matter of figuring out what is most important in each category of your social program.

  • Content

  • Posting

  • Analytics

  • Marcomm Tech

  • Paid Media

  • Reputation Management

Here’s a head-to-head comparison to help sort things out:

Conclusion

There are clearly a bunch of factors that come to play in deciding who should do the work on a social program. And it really depends on the blend of time, money, and expertise required by your property or properties. Performing an honest evaluation of what you want versus what you need will help you decide. And if you need some outside input on it, I’ll be happy to help you sort it out, starting with the opinion that you might not need an agency. Unless you do, of course!

We’ve all been there—you get off the plane after what feels like an eternity, eager to embrace vacation (or conquer that work trip). Your out of office email is set, you packed a wardrobe a step or two above normal, and you’re feeling Kanye-level confident. That is, until you catch a glimpse of the big shiny zit on your face.

While travel has many health benefits, flying unfortunately takes a grave toll on your skin. With humidity levels between 10-15%— three times drier than the Sahara desert—airplanes cause massive dehydration leading to those pesky breakouts. Whether you have dry or oily skin, your oil glands go into overdrive from the low humidity levels, making it easy for oil to get trapped under dehydrated skin cells.

The good news is, you can fight the inevitable by throwing the right things in your carry-on. These five skincare essentials meet TSA liquid requirements and aren’t a hassle to carry on board. With the BCV team being seasoned road warriors, we know these staples are crucial for perfect travel skin. Get ready to say bon voyage to your vacation acne, once and for all.

1) Hydrating Face Wipes

First things first, you’ll want a good face wipe to remove dirt, makeup, and excess oil without dehydrating your skin. Since cleansers are difficult to bring past security, and, let’s be honest, an inconvenience on the plane, wipes are simple and get the job done.

2) Nutrient-Rich Facial Mist

A soothing mid-flight spritz will instantly refresh your senses. Ideally, find one with natural oils, aloe, and hyaluronic acid to nourish your dehydrated skin.

3) Coconut Oil

In a perfect world, all of the essential oils would magically travel with you. While you can’t go wrong packing any of your trusty serums, coconut oil is the most versatile for travel. Not only does it cleanse, hydrate and moisturize, but it also triples as shaving cream, makeup remover, and teeth whitener. If there’s one thing you can take, coconut oil is it.

4) Sheet Mask

For a post-plane glow, top off your skincare routine with a hydrating sheet mask. These are easy to take past security and you can stock up on a variety that hydrates, fights acne, and brightens your skin. Pop it on, take a nap, and let the vitamins, minerals, and amino acids sink deep into your skin.

5) Tinted Moisturizer

Skip the foundation and opt for a tinted moisturizer to add a soft hint of color that evens and enhances skin. The lightweight formula allows your skin to breathe, while giving you a glow to carry with you off the plane and throughout vacation.

Now that you know how to downsize your skincare routine into your carry-on, travel acne won’t ruin your photo-worthy vacation again. With the right products and a little planning, you’ll be thankful to get off the plane with fresh, dewy skin. Plus, when you’re bouncing from sight to sight, it’ll feel good to have your trusty skin saviors right within reach, while keeping up your glow all vacation long.

This summer, we welcomed 16 interns to BCV. With roles ranging from client services to monitoring to design, each intern was able to work on different projects and develop skills specific to their department. Here is a recap of what some of our interns did this summer and how they liked working at BCV!

Krista: Social Media Intern

Q: What does a typical day look like for you?

A: On a typical day at BCV I come in and finish whatever work I had left over from the day before and then meet with my team to see what work they need to be done. My overall day is spent on social media and working within BCV’s proprietary tool to plan content for the month ahead.

Q: What are some of the projects you’ve worked on as an intern?

A: Since working at BCV, I have had the opportunity to work on multiple projects and really learn a lot about what goes into all aspects of social media management. I have been responsible for pulling User Generated Content (UGC), developing client content calendars, inputting content into BCV’s tool, uploading content to social media channels, and even was able to join my team on a property event and content refresh visit, where we captured new photos of our client hotel.

Q: What is your favorite project you worked on?

A: My favorite project that I had the pleasure of helping with was the content refresh. It was cool to actually be at one of the properties that I have been working with.

Q: How would you describe BCV?

A: I would describe BCV as a welcoming and casual work environment. Everyone that I have worked with has treated me as an equal and has taken the time to make sure that I was comfortable here and with what I was doing.

Q: What is your favorite part of interning at BCV?

A: My favorite part of working at BCV has been the people that I have met. I’ve enjoyed getting to know the employees and the interns as well. I have made some friends that I know I will keep in touch with down the road and throughout my career.

Q: What is your biggest take away from the internship?

A: During this internship, I have been reassured that this is the career path that I want to take. I’ve enjoyed all of the experience and advice that I have been given and my time here has made me excited for my future career!

Britni: Marketing Intern

Q: What does a typical day look like for you?

A: On a typical day at BCV, I’ll come into the office and catch up on any messages I missed or any work that needs to be finished. While working on my projects, I have some quick meetings throughout the day to film a Boomerang for the intern and BCV Instagram stories.

Q: What are some of the projects you’ve worked on as an intern?

A: This summer I’ve gained a lot of experience working on various projects, including developing a content calendar for the BCV social media channels, compiling case studies about a variety of different social media campaigns, and highlighting our summer interns on BCV’s Instagram Stories.

Q: What is your favorite project you worked on?

A: My favorite project has been the intern highlight Instagram stories because it gave me the chance to get to meet and learn more about the people I was working with. It was really nice to be able to get to meet all my fellow interns and learn things about them that I otherwise would not have.

Q: How would you describe BCV?

A: The office has a very easygoing atmosphere, so it was a comfortable environment to work in and initially come into. Everyone that works at BCV is extremely welcoming and friendly.

Q: What is your favorite part of interning at BCV?

A: Getting to know everyone that works here. There’s so many different people working here and getting the chance to know them better was a really cool experience. I also loved all the office dogs that would come in some days!

Q: What is your biggest take away from the internship?

A: That I was able to experience what marketing really is. It was beneficial to be able to have the hands-on experience of marketing rather than just learning about it in the classroom. I really enjoyed applying knowledge of marketing I previously had but also learning new skills and information about the industry. 

Sam: Design Intern

Q: What does a typical day look like for you?

A: I usually get into the office and begin working independently on projects I am given. Graphic design can be very “in the zone” type of work, so headphones are usually plugged in. But of course, I participate in meetings for the projects I take on. Throughout the day, I’m also trying to learn things because while I came to this internship well-versed in programs, I’m always being introduced to new things.

Q: What are some of the projects you’ve worked on as an intern?

A: I’ve done work for The Otesaga Resort Hotel for their holiday posts and I just finished a video-based project for the Brooklyn Bridge Marriott Hotel, which was really entertaining. Right now I’m working on my summer project which is a mock campaign in which I had the opportunity to choose a brand and work with a copywriter to develop. I’m really excited to see the outcome!

Q: What is your favorite project that you worked on?

A: Probably working on the video content. It’s always really fulfilling to see something move with life after hours of pressing buttons and tweaking controls. And in the video campaign for the Marriott, I had the opportunity to also give my input in meetings.

Q: How would you describe BCV?

A: BCV is a great place to intern, especially if you are looking for some hands-on experience in this field, full of great people who are working at the newest areas of the industry.

Q: What is your favorite part of interning at BCV?

A: Can I say free donuts? I’m kidding – the community is wonderful and encouraging!

Q: What is your biggest take away from the internship?

A: Trusting in my ability to create things, and not being afraid to ask coworkers and uppers for help.

 Our interns were able to participate in various activities during their time here, including lunch sessions to learn about different aspects of the industry, and could always be seen together working or going for coffee. Even though we’ve shared just a glimpse of what our interns did this summer, we are happy that they gained a lot of experience and enjoyed working at BCV. We’re excited to see the things they’ll do in the future!