1. Integrate the influencers
In this era of diminishing trust, the public craves authenticity. This is reflected in the massive growth of a hospitality marketing tactic that recently established itself and is expected to experience five times more growth by 2021– influencer marketing. Rather than sticking to the basic ad placement that’s blatantly meant to sell, influencer marketing creates a sense of sincerity. The influencer isn’t seen as some big corporation looking to make money, but rather as an admired friend that’s looking to inform their followers about a great product or destination that they think they’ll enjoy.
Influencers are now widely used in campaigns, but there are a few important steps you need to take prior to introducing an influencer into your hospitality brand’s campaign.
- Assess the campaign goals as well as the overall goal of the brand
- Analyze the influencer’s audience
- Evaluate the type of content the influencer posts to see if it will actually aid in achieving your brand’s goals (i.e. geotagging, hashtags, tagging, shots of the hotel/destination)
- Most importantly, track the levels of engagement between the influencer and followers
After assessing your goals and properly vetting the influencer, communicate your goals to the influencer. Don’t simply offer money or free product to the influencer in exchange for specific content. Instead, collaborate with the influencer to ensure they understand the mission of your brand and empower them to create the content that will resonate with their followers the best. This process results in content that feels more genuine and is more appropriate for the target audience.
2. Freshen up your storytelling
With the plethora of channels used by consumers to share and exchange information, it’s getting harder and harder for a hospitality brand’s content to stand out. Yes, being an outstanding writer is important, but what communicators now have to consider is how to best present their message to the audience in a fun, creative and visual way. Luckily for us, there’s a variety of exciting new storytelling tools at our disposal. From virtual reality to drones to infographics to 360 ° cameras, take advantage of these tools to create unique stories that immerse the viewer and hint at the kind of experience they will have if they choose your hospitality brand.
The point of using these technologies is to help spark a feeling about your brand through content. The ultimate at doing this is Disney. Instead of focusing on specifications and features – X number of beds, X amenities, $X per night, etc. – you should be focusing on the experience they deliver and the emotions surrounding it.
Sidenote, if you’re interested in hearing more about how to use 360° cameras in your campaign, read this post by WOC President and Founder Julie Wright.
3. Listen and engage
Two-way communication has never been more important than it is today. Users are not only consuming content, but they’re also creating it. Not only does user-generated content remove some of the hassle of creating original content, but it also creates a feeling of authenticity. Plus, an unpaid consumer sharing their experience with your brand is third party validation just like great media coverage.
Take advantage of this user-generated content and find ways to include it in your communications strategies. To find this content, deploy social listening campaigns. Through social listening, hospitality brands are able to spot content where they’re featured and identify what’s being said about them. An excellent social listening tool is Hootsuite, which enables you to link and create dashboards for multiple social platforms that show streams of mentions, comments or shares so you can quickly and easily share or respond.
Natalia Xibille —Communications Coordinator