CHANGING HOW HOSPITALITY DOES SOCIAL
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Pending TikTok legislation, the growing audiences for Instagram Reels and YouTube Shorts, and ever-changing algorithms—the world of social video content never stops evolving. With that in mind, it’s important to stay on top of emerging trends to keep your content fresh, engaging, and appealing to new audiences.

Whether you’re a thought leader in the hospitality industry, a social media manager, or a content creator, here are six trends to help your social feed grab people’s attention in 2024 and beyond:

POV

Four Seasons Hotel Washington

Allow users to see the world through your eyes. POV (Point of View) videos offer a slice of life from wherever you are. With the ability to “look around,” these videos put viewers directly where all the action is. Whether it’s waking up to breakfast in bed with a stunning ocean view or sinking a putt on a picturesque golf green, the possibilities are endless with this relatable style, and the overlay text says it all: “POV”.

Collage Content 

Orchard Inn Sedona

Jump cuts are key to this style. Basically, these quick-paced video collages allow content creators to showcase many experiences in one quick video. Set to music, the user will follow along and see almost everything you have to offer in about 30 seconds. Think about it as sunrise yoga, a bountiful brunch, afternoon tennis, a romantic dinner, and a captivating night-sky view all in one video. It’s packed to the brim with visual content, and it’s oh-so-easy to digest.

Listicles 

Back in 2006, BuzzFeed changed the online media landscape by publishing scores of the now-omnipresent listicle. This video trend brings the same idea to the video format, perfect for Instagram Reels, TikTok, and YouTube Shorts. Give your audience a guide to all your resort has to offer or the top five reasons to visit a certain destination. Listicles are the perfect opportunity to set an itinerary for travelers of all stripes.

Opposite Day 

Check your calendar. It’s Opposite Day in the world of social media. This tongue-in-cheek trend showcases the “reasons not to visit” a travel destination. Basically, take any positive aspect you can offer and sarcastically portray it as a negative. An open-air shower “doesn’t even have a roof.” A remote hiking destination “doesn’t even have Wi-Fi.” And on and on.

It’s a great way to engage with your audience, showcase your property, and show that you don’t take yourselves too seriously. Additionally, this type of relatable content feels more authentic and tends to resonate more with your target audience than a more polished video. In contrast, if you only stick to more traditional videos, your target audience starts to think of you as too stuffy. So lighten up and give it a try.

“Details in Caption”

Why let the video do all the talking? When the images contain all the appeal, let the caption do the rest of the work. Simply adding “Details in Caption” as overlay text will direct your audience to all the pertinent information you’ve thoughtfully written up. It doesn’t bog down the video with too much text and cuts out the work of doing a voiceover. Plus, it’s great for engagement, prompting users to hit the like button and add a comment.

Trending Audio

Emmy Squared Pizza

TikTok has forever changed the way we engage with video content, and now all social platforms are following suit. Small-bite videos have been around since at least Vine, but TikTok’s real revolutionary concept was the ability to add “trending audio” directly in the app. Instagram now offers a similar feature so you can always hop on whatever is trending at the moment, from the latest Taylor Swift hit to original voiceovers from in-platform content creators.

Always Be Creative  

If you want to stay ahead of the trend, remember that trends always change—and today, they change faster than ever. Stay up to date by following your competitors, looking for inspiring content creators, and consuming content you personally find engaging, of course. On top of that, the BCV newsletter keeps readers informed on the latest data, trends, and insights. All that said, the best way to stay relevant in the world of social media is to set the trend yourself. Find partners you can collaborate with, don’t be afraid to try new things, and always be creative.

THREADS, TEXT-BASED POSTS AND THE EVOLUTION OF X

The one thing that is constant in the social media marketing world is that it is always changing–and at a rapid pace. In recent months we’ve seen the  launch of new platform Threads, a shift in  TikTok’s product update allowing for text-only content, and a rebrand of Twitter to X. These three emerging trends are intertwined and can be seen as new threats to X. Analysts believe the rebrand to X (and doing away with all words associated with the brand, such as “Tweet”) wiped out billions in global brand awareness value. Did it also leave X vulnerable?

TREND #1 | THE SURPRISING RISE OF TEXT-BASED POSTS

Threads and TikTok text might be a reflection of a consumer shift that is bigger than a single platform. Yes, they mimic the simplest of X posts. But another reason we’re seeing more of these simple posts is that people are consuming content at an accelerated pace. And brands can’t keep up. Businesses need to create more fresh content rapidly. Text-based posts are an answer. And the new Threads and TikTok shift are moving to fill that void too.

TREND #2 | VIDEO CONTENT THAT SECURES ENGAGEMENT

Even with the rise of text-based messages, video formats continue to rule. We’re well beyond YouTube, with Reels on IG, the incredible number of TikTok views, and the adoption of video across all platforms. Today, we live in a world where video consumption dominates the attention of consumers. The result has been the ongoing evolution of the types of videos and their formats.

The biggest change in the last few years has been the advent of short videos. Due to brief attention spans, the ideal video duration now falls within the range of 21 to 35 seconds–and getting shorter. By tailoring your videos to fit within this timeframe, you can boost completion rates, ensuring better absorption of your message and increased engagement.

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TREND #3 | ALL IN ON AI

AI is becoming integral to the functionality and growth of social media platforms. AI integrations are enabling platforms to deliver more personalized, engaging, and secure experiences to users, while also supporting their business models through more effective advertising and data-driven insights. Below are some ways that social platforms are leveraging AI to shift their products and user experience.

Meta | Content Recommendation and Personalization: Meta uses AI algorithms to analyze user behavior, preferences, and interactions with content.

Snapchat | Ad Targeting: Snapchat’s advertising platform uses AI algorithms to deliver ads to users who are most likely to engage with them based on their behavior and interests.

LinkedIn | Job Recommendations: AI algorithms on LinkedIn recommend job listings to users based on their skills, experience, and job preferences.

Universally, platforms are leveraging AI to enhance the business, creator, and consumer experiences. Smart Feed and Content Recommendations personalize feeds, helping users researching luxury properties find the next layer of content on their journey. Also important for hotels, messaging, and chatbots suggest responses to messages and connection requests, which save users time and make communication more efficient. With much of the luxury travel global, Language Translation helps users communicate with people who speak different languages. And that’s just the beginning. Expect to see more features introduced at a quick pace. But also expect the expertise of humans to step into all of the AI-generated products to keep the content and conversations authentic.

TREND #4 | SOCIAL HASHTAGS AS A SEARCH ENGINE

Move over, Google. In 2024, we anticipate a persistent trend where social media platforms solidify their position as the primary and preferred search engines. Instead of keywords, Hashtags drive discovery by categorizing and organizing content, making it easier for users to find posts related to specific topics or interests. Or trends. Because the #hashtag is also an indicator of velocity that is important to those who want to see what’s hot.

When users click on or search for a hashtag, they’re presented with a feed of posts that include the trending content associated with that hashtag. This allows them to explore and engage with content that aligns with their interests, even if they don’t follow the account that posted it.  Additionally, popular hashtags can increase the visibility of a post, as they may appear in trending or explore sections, reaching a wider audience and driving more discovery.

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EXCITING TIMES FOR EXPLORERS 

The constant evolution of social media trends and products, and improved intelligence, has elevated the luxury social media experience. Consumers are served ever-more accurate information. They are guided through the journey, picking up details at every stop. Creating content in the current formats and connecting it to the consumption habits of your audience will let their discovery process lead to your property. Try a text-based post. Then tell the story in a video.  And don’t be afraid to ‘hashtag hi-jack’ a trend that is relevant to your property or location!

BUILDING A VIDEO STRATEGY FOR MULTIPLE PLATFORMS

When you have a video to share you have two options. First, you can post the same video on every channel. But that’s not very strategic. Instead, use the tools provided by each platform to customize your video and tailor it to what type(s) of video content performs best on those platforms.

Facebook, Instagram, TikTok, YouTube, LinkedIn, and Twitter all have intelligent targeting. Additionally, let’s not overlook YouTube – since it’s a Google platform product, you can use target words to catch people during searches.

Expert Tip: Consider your target demographics when you are on the platform. That way you can prioritize for Gen Z, Millennials, Gen X, Boomers, etc., and the platform will do the segmentation. 

Once you have some initial target numbers for your audiences, you can refine them by adding target words. For example, are you a beach resort targeting families? A boutique hotel in the countryside? The unique qualities of your property are rich keyword targets and allow you to put together versions of your video that match your target audience and the platform’s style. Want to take advantage of even more features to customize your video? Add some trending audio from TikTok or IG. Here’s an article on how to do that.

Sounds like a little extra work, and it is. But it is worth it. And here are some stats to encourage you to put some time into your video strategy.

HIGHLY MEASURABLE MEDIA

Instagram videos that are around 26 seconds long receive the most comments.

Media experts have predicted increased video content consumption for over a decade. And they have been right, with actual viewership numbers beating even the most aggressive projections.

In the luxury hotel industry, our data team has also seen a dramatic uptick. With Meta prioritizing video, BCV clients see a 31% lift in engagement from video &  12% increase in click-thru rate when a video is used in ads. When you customize a video for placement on multiple video platforms you get more mileage from the video and learn about all of your audiences.

WHAT IF YOU ONLY WANT TO USE ONE PLATFORM?

Once again, there are two choices, and both involve choosing a target. If you’re like most properties, you have your core audience and your emerging audiences. Which of these audiences do you most want to be watching the video? If your priority for video is a Gen Z demographic, then you will focus on TikTok. Gen X watches videos on Instagram. And Boomers are mostly focused on Facebook. That said, if you want to straddle a couple of demographics, say, Boomers and Millennials,  Facebook and Instagram are both owned by Meta and will be your best bet to easily reach those audiences with slightly customized video content.

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VIDEO FORMATTING CONSIDERATIONS

It is no surprise that each social network has unique video formats. Tik-Tok and Instagram videos should be in a vertical size. The ideal length is 15-30 seconds. Because these are short, you must catch users’ attention within the first 3 seconds, or you’ve lost them. Facebook is more flexible in its format, and videos can be a combination of horizontal, square, and vertical. For Facebook, the recommended length is 15-60 seconds. Just be sure you have enough story to cover 60 seconds.

BEING ON-BRAND AND ON-CAMERA

As marketers, we put a lot of consideration into preserving and protecting our brands. But with video, those rules become more flexible. Big luxury brands like Waldorf Astoria and Four Seasons have shifted content to be more playful to attract Millennials. There are two reasons for that. First, Millennials spend more on travel than Boomers and GenX! Second, while these younger travelers love luxury, they don’t like things to feel stuffy. And Gen Z wants things even more relaxed in a luxury setting. Video is the perfect way to capture the mix of elegance and escape for these audiences. This slight shift in brand tone is especially important as these videos will appear on TikTok or IG, and they need to feel like they belong.

LIGHTS! CAMERA! ACTION IN THE BOOKINGS DEPARTMENT!

The power of video to connect with people has never been more accessible. Mastering a few simple tools provided by social media platforms makes customizing a video for different audiences totally doable. And if you need some tips on creating great video content, check out our instagram or give us a call!

As the hospitality industry evolves, so does its marketing strategies. One of the most effective ways to reach potential guests is through social media. But one of the most powerful uses of social media involves leveraging cultural trends—especially those trends that speak to your best audience. Do it right, and increase engagement, reputation, and revenue. In this article, we will explore how the hospitality industry can blend cultural and social media trends to improve their marketing strategies.

First, let’s talk about two significant cultural opportunities for hotels: Sustainability and Education

Sustainability Efforts in the Hospitality Industry

The hospitality industry has taken note of the growing importance of sustainability and eco-friendly practices as consumers become more environmentally conscious. Hotels are implementing various initiatives to reduce their carbon footprint and attract eco-conscious travelers. Some of these initiatives include using renewable energy sources, reducing water usage through low-flow shower heads and faucets, and reducing waste through recycling programs and composting.

To effectively showcase these sustainability efforts on social media, hotels can create dedicated posts or stories that highlight their eco-friendly initiatives. They can also use relevant hashtags such as #sustainability or #ecotourism to reach a wider audience that is interested in sustainability efforts.

“Edutainment” Opportunities for Potential Guests

In addition to showcasing sustainability efforts, hotels can also use their social media platforms as educational tools for potential guests. By sharing information about the hotel and the local area, hotels can help guests make informed decisions about traveling to their destination.

Hotels can highlight their tenured employees as local experts. Their backgrounds can speak to the history of the local area, and tie in onsite activations that coincide with the local area such as nature walks or cooking classes featuring local ingredients. By sharing this information, hotels position themselves as experts in the local area and provide value to potential guests beyond just a place to stay.

Now that we’ve identified the cultural trends, let’s look at how to give them some extra punch by executing them with trending social media tricks.

Incorporating Memes and Graphics

Memes and graphics have become a popular trend on social media platforms. However, hotels should use them sparingly and strategically. When used appropriately, memes and graphics can help hotels showcase their personality and brand values. But overusing them can come off as unprofessional or unoriginal.

When incorporating memes and graphics, hotels should ensure that they align with their target audience and brand values. They should also use captions and hashtags to increase engagement on social media. Monitoring the performance of social media posts that include memes and graphics is crucial to optimizing their use in the future.

It’s also critical that a brand evaluate the timing of jumping on a meme. Trends can last 2 days or 2 weeks. Moving forward fast is to your benefit in creating a perception of your brand being a trendsetting.

Here’s a few examples of brands who successfully incorporated memes into their social media strategy:

Barbie Trend https://www.instagram.com/p/CqwLTywvQKW/?igshid=YmMyMTA2M2Y=

Little Miss https://www.instagram.com/p/CgVd4KlOJ6U/?igshid=YmMyMTA2M2Y=

Using Trending Audio on Instagram Reels

Instagram Reels is a powerful tool for increasing reach and engagement on social media. Hotels can incorporate trending audio on Instagram Reels to increase their visibility on the app and showcase their brand personality. Here are some examples of the songs that are currently trending and available for use on Reels.

  • “Industry Baby” by Lil Nas X and Jack Harlow

  • “Levitating” by Dua Lipa

  • “Stay” by The Kid LAROI and Justin Bieber

Evaluating Trends for Hotel Brand Authenticity

While it’s important for hotels to keep up with social media trends, it’s equally important to evaluate each trend to see if it aligns with the brand’s values and message. Not all trends are ones to jump on, especially in the luxury hotel space.

Luxury hotels should still maintain an elevated social presence that accurately represents the hotel. However, incorporating trends can help add personality and relatability to the brand. It also could expand the potential audience, and ideally reach a younger demographic too.

L’Auberge vs Orchards Inn

Example of end of year recap:

In conclusion, social media is an essential tool for the hospitality industry to increase engagement, reputation, and revenue. By implementing sustainability efforts, using their platforms as educational tools, incorporating memes and graphics strategically, using trending audio, and evaluating trends for authenticity, hotels can improve their marketing strategies and stand out on social media. As the hospitality industry continues to evolve, keeping up with social media trends and incorporating them strategically can help hotels connect with potential guests and strengthen their brand image. With the right approach, social media can be a powerful tool for hotels to showcase their unique personality and values while reaching a wider audience.

While CTV is still an evolving sector, its presence and influence have grown exponentially in a very short amount of time. In 2023, we anticipate advertisers will spend $62 billion on CTV, compared to $27 billion on linear TV. In the next three years, we anticipate a more substantial difference being the CTV ad spend around 50% of the total TV spend. Download our guide to learn more about this powerful ad platform.

A, B, C. Always Be Communicating

The media landscape is evolving faster than ever. Every few months (or weeks), a new wave of products, tools, and strategies rolls in, and the tide is always high. Hotels now have the opportunity to deploy a multi-tiered approach to their social strategy, allowing frequent communications across multiple channels.

Platform Update: Instagram and Facebook

You may have read that the amount of time spent on Instagram has decreased since 2020. However, large numbers of users continue to join the platform. Because time spent has decreased, it’s critical to be strategic when planning your content. Your content mix should include a healthy combination of video and static images. Defining your content pillars will help Meta find your business’s correct place within the algorithm. Since users are closing out of Instagram faster than they have in the past, boosting your posts to push them to the top of the feed is imperative.

Facebook continues to be a great place to market your hotel. The cost of advertising is the lowest among social platforms, and the targeting capabilities are the most extensive. While your target market may no longer be posting to their Facebook feed, that doesn’t mean they’re no longer using the platform. Facebook communities continue to grow YoY. Whether it’s a group for a popular podcast or a neighborhood community, users are visiting Facebook for these pages and increasing opportunities for advertising.

Next Level: TikTok Rising

While time being spent on Instagram has decreased, time being spent on TikTok is increasing. TikTok now leads all platforms in terms of time spent on it per day. Now is the time to define how your hotel fits into the TikTok world. Brands such as Hyatt and Auberge Resorts have recently joined TikTok, opening the door for properties to follow suit. TikTok prioritizes content that feels more authentic vs staged and polished. Successful hotel campaigns include short-form videos taken by associates giving tours of rooms. Partnering with influencers and/or creators is a great way to test the waters of TikTok.

The 3 must-haves to include in a social media scope of work:

  1. Constant Content. All successful social media campaigns begin with strong content. A healthy mix of video and static images will help find your hotel’s placement within the social algorithms. Well-produced assets can lead to successful advertising campaigns, increased engagement, and discovery. This content is effective when captured by your social team but more effective when it is produced by professionals who are immersed in social content. Partnering with influencers and creators provides interesting creative and the added bonus of tapping into their following for increased awareness.

  2. Cross-Channel Customer Service. As you prioritize customer service while guests are within the walls of your hotel, you also need to prioritize across social platforms. Every platform your hotel is present on should feel like an extension of the quality of service received on property. As you have associates available to guests 24×7, you also need monitoring of your social platforms 24×7. With that monitoring comes a game plan for how to address the results of monitoring with guests. That thread ending with a ‘Thank You’ goes a long way to increasing trust for your brand.

  3. Actionable Advertising. All of the most beautiful content in the world won’t achieve your marketing goals if it’s not being seen by anyone. It’s vital to dedicate advertising funds to your social strategy. As the purchase funnel tells us, awareness is the first step to conversion. It is also important to remember to keep paid campaigns changing–not stagnant. Paid media for hotel social media and social commerce is not a ‘set it and forget it’ situation. There are always opportunities to revise and increase returns and a good plan incorporates evolution.

2023 Planning Tips

With budget season upon us, what should hotels be considering for the coming year? As much as we’d love to see all partners try every aspect of social media, the biggest thing to consider going into 2023 planning is your larger marketing objectives. Everything being done on social should be an extension of the efforts being made internally. We recommend keeping Facebook and Instagram as your core platforms, with supplementary platforms added in as they fit. Setting aside funds for additional video production is key going into next year. Strong content is always the first step to achieving all your social media goals. Because the reason your customers go to social media daily is because they crave fresh content. Always Be Communicating, and your brand will always be compelling!

You might have noticed that holiday decorations started popping up super early this year–giving a big clue that this Holiday season could see record-breaking eCommerce sales. That stands as a huge marketing opportunity for the travel industry too as a population ready to resume travel starts packing. In fact, as people return to their normal travel levels, all indications show that the data for the larger consumer burst will inform hospitality opportunities.

Moving Into the Holiday Season, This is What BCV is Tracking

  • The Social Shopping Boom – Twenty-eight percent of US consumers are using social media to search for or purchase Holiday items, a 22% increase from 2019

  • The Return of Holiday Travel – Eighty percent more people are traveling this holiday season compared to last year, inching closer to pre-pandemic levels of travel

  • Experience-Based Gifts – Seventy-one percent of consumers report preferring to receive experience-based gifts this holiday season, opening a world of opportunity for travel brands

  • Live Stream Shopping – Seventy percent of Next-Gen will livestream shop this holiday season, and live stream shopping capabilities across platforms continue to grow

As travel volume increases during this busy period, travel brands should execute strategic campaigns to gain a competitive market share at this pivotal moment. At BCV, we are tracking the importance of early targeted ad spend, giving the gift of travel, live streaming, and more as the choicest strategies to attract holiday travel seekers. To learn more about social commerce holiday trends and how your brand can execute on them, check out our infographic below:

 

This past year, social media usage has seen a boom time to include new channels and content-hungry users seeking new ways to bond through affinity groups, community and connectivity. Across demographics, new social behaviors are developing, as well as increased time spent online. BCV continues to track these fascinating Fall trends in this channel-packed Infographic:

  • Earlier Seasonal Interest – Consumers are searching for seasonal travel earlier than before. Searches for “Fall Travel” increased by 65% this year.

  • Next-Gen – The newly coined “Next Gen” audience is made up of the Millennial and Gen Z audiences, as they share similar patterns across social. This audience is and will be the future of travel, and with a large amount of purchase power they will continue to be a key target for the travel industry.

  • Emerging Luxury Markets – BCV is tracking social shopping trends and demographics as they adapt and diversify, introducing a new class of Luxury: The New Splurge Seekers.

  • Top Ad Performers – Instagram swipe-up ads prove to be among the most successful ad performers for brands, especially in increasing follower growth.

  • Creative Trends – Current popular creative trends that are used across platforms include nostalgic content, using old filters, old photos, and retro themes, as well as cinematic storylines in video and big bold text across images and video alike.

Since social media is experiencing unprecedented clutter and noise, launching strategic content and well-calculated campaigns is vital to reaching your intended audience. Take a look at these current trends and BCV recommendations in our quarterly infographic to help inform content planning that will drive discoverability.

In a global business like hospitality, it’s common to serve clients on multiple continents. For us at BCV, our focus was on customized social media solutions for some of the world’s most notable hotels and resorts across North & South America.

So, when we kickstarted our India operations in September 2019, there was one overarching objective: to stay true to who we are and what we stand for. To translate our decades-long history of delivering marquee campaigns for top hospitality brands into a new market, we balanced our core philosophy with the cultural differences and market dynamics that each of our clients operates within.

As we hit the 2-year mark in India, we are proud to say that we are trusted partners with some of the world’s best resorts across Maldives, Bali, Thailand, and UAE. We have seen phenomenal growth with our organic and paid efforts across our entire client dashboard.

As we continue to expand our services worldwide, we wanted to pause for a moment and share what we’ve learned about building social success strategies that apply to hospitality brands worldwide. With creativity, patience, and plenty of strategic planning, there’s no limit to your social media success.

Crafting a Geographically Relevant Social Success Strategy 

To be successful, we prepare a customized social strategy based on the location, the target audience, and the specific business objectives of the brand. Within that context, we can define a geographically relevant content strategy that helps clients achieve their business priorities.

When defining a geographically relevant strategy, there are 8 key learnings that keep our strategies aligned with current trends:

Put Video First. Video is an essential part of any social media strategy worldwide. Major platforms like Facebook, Instagram, and Tik Tok have put video front and center for most social media users. With countless regional players further engaging users with video-first platforms, we only see rising video content consumption. With video consumption increasingly on mobile phones, that must prominently feature any social media strategy.

Deliver Value. When creating content for your social media, it’s about quality over quantity. Focus less on frequency and more on how to provide value to your audience. That value could be entertainment, distraction, inspiration, or even promotional, such as a discount on a future stay. To engage audiences with a value-first mindset, develop more content around the destination. With travelers seeking local experiences first and foremost, this type of content is essential — and an easy conduit to  inspiring followers within your social media feeds.

 Focus On Wellness. Travelers aren’t only looking for unique experiences to make up for lost time. They’re also seeking escapes from the past 18 months — especially the pandemic’s lasting emotional and physical effects. With wellness understandably top-of-mind, “recharge,” “restore,” and “reset” are watchwords for the foreseeable future. Other wellness themes, such as immersive, sensory, and mindful travel are also growing in popularity. To appeal to the wellness traveler, enrich your social channels with wellness-related content.

Shift USPs As Needed. Like adaptations to the traveler’s desire for more wellness opportunities, be prepared to shift the USPs that you’re highlighting with the changing needs and times. Something based on the local market – and the travelers that you’re hoping to reach. Segmentation is key here.

Go Micro. Influencer marketing remains as important and relevant as ever. In many ways, people staying at home developed even deeper affinities for their favorite online influencers. But that doesn’t mean that you have to splash out a big budget for macro influencers. Micro influencers, which have small but engaged followings, are potent voices. Allocate the budget to invest in this valuable cohort of influencers, and you’ll continue to see more growth across your social media platforms.

Deploy Advanced Analytics. The proliferation of new social platforms across different mediums can make tracking performance and aligning strategies across platforms. Advanced social media analytics is essential to keep up with recent trends, keep your brand’s community engaged, measure ROI and have a clear picture of your brand’s presence on all platforms.

Invest In Rich Imagery. When it comes to brands with such breathtaking backdrops, as many of our resort partners in APMEA do, it’s all about the imagery. Incorporate rich hotel and destination imagery and video that guides guests throughout the travel planning journey and brings your hotel experience to life. Captivating images and editorial content keeps potential guests connected to your hotel, its destination, and any unique experiences on offer. Since consumers are searching for more experiential packages and offers, rich imagery will showcase your property at its best.

Be Flexible & Transparent. The customer journey has changed. In June, it took a customer 5.4 days on average to complete a booking from their 1st website visit. That’s more than a 5x change in booking behavior. It means that the consumer needs a lot more reassurance and guidance before committing to a purchase. Build trust by sharing your flexible cancellation policies on social – and transparently explaining your property’s standards of cleanliness, such as daily housekeeping and other preventative measures.

Looking Ahead

As we continue to serve new audiences and geographies worldwide, we’ll continue building bespoke strategies based on different consumer needs/hotel objectives. We’re also evolving our approach to social media to be resilient and adaptable in the face of uncertainty.

In the past, marketing and communication leaders worried about typical scenarios: those affecting the brand’s reputation, operations, leadership, or employees. Today, the ability to adapt quickly to fluid situations has become critical. Social media plays a significant role in connecting and communicating with guests. It’s the fulcrum to fostering deeper connections, providing empathetic customer care, and creating lasting brand loyalty.

Leading with empathy, understanding, and sensitivity to our customers helped serve our clients well – and will continue to drive our efforts into the future!