The Instagram Marketing API has introduced a new feature allowing ads in Instagram search results. This feature gives marketers three capabilities: creating ads, viewing ad insights, and fetching previews.
Instagram added search ad placement back in March, enabling brands to display their promotions based on keywords used within a search query in the app. As a result, marketers will be able to reach a wider audience and increase engagement through this new placement option.
With this new update, third-party social management platforms will be able to facilitate Instagram search ad creation, providing another means to help more marketers tap into new opportunities in the app.
💬 TikTok Is Testing an AI Chatbot Called Tako
TikTok is testing an AI chatbot, Tako, to suggest videos based on user queries. The bot can answer questions, and suggested prompts will appear to help users start a conversation.
As TikTok continues exploring new technologies to enhance user experience and drive culture, Tako’s hyper-targeted and personalised content delivery could revolutionise how users interact with the app.
Hospitality marketers may need to rethink their approach to TikTok in light of the potential new ways of searching and discovering content on the platform.
😊 Pinterest Improves Diversification
Pinterest is a popular destination for travel inspiration and recommendations. The platform has recently developed and deployed scalable diversification mechanisms that support the representation of a wide range of skin tones in recommendations.
By prioritising diversification, Pinterest can better serve the diverse communities that use the platform, including those interested in travel and hospitality. This can help hospitality businesses reach a wider audience and provide a better customer experience by catering to their customers’ many needs and preferences.
📷 Shutterstock to Acquire GIPHY
Shutterstock has announced that it has entered into a definitive agreement to acquire GIPHY from Meta.
GIPHY’s vast library of GIFs and stickers powers more than 15 billion daily media impressions and draws more than 1.3 billion search queries, serving as a critical ingredient in text and message-based conversations on platforms such as Meta, TikTok, Twitter, Snapchat, Slack, and Microsoft Teams.
The purchase will enable Shutterstock to create custom content solutions for brands and advertisers and improve generative AI.
For brands in the hospitality industry, the acquisition will help them make more engaging and personalised content for their customers.
❗ A Booking Scam Left a TikTok Star Stranded in Italy Until Airbnb Intervened
When TikToker Alix Earle and her friends became stranded in Italy after a booking scam, she took to social media for help, her video received over 6 million views, and Airbnb stepped in.
“babes, we got you. our people are calling you now,” (sic) the Airbnb TikTok account commented under Earle’s video.
Airbnb’s quick response and provision of a luxurious villa overlooking the Mediterranean Sea has garnered praise and criticism on social media.
Some social media users praised Airbnb for the move as a “marketing” strategy for rescuing one of TikTok’s most recognisable faces. “Airbnb marketing for the year = complete,” one commenter wrote under the video.
However, criticism from customers who have been stranded in the past highlights the need for consistency in customer service, “customer service shouldn’t be determined by follower count.” said one social media user.
This scenario shows that social listening is an important tool for enhancing customer experience in the hospitality industry. Hotels and restaurants can use the results to understand customer needs, preferences, and feedback, which can help them improve their products and services; and identify opportunities to capture new customers from competitors.
🏠 Trend Watch: Is Home-Swapping the Future of Authentic Travel?
Home-swapping is a new form of travel that could impact the market for travellers looking for an authentic experience.
Kindred, an exclusive home-swapping network, offers travellers the chance to swap places with hosts worldwide and stay in real homes. There’s no financial exchange between host and guest, and guests pay service and cleaning fees that vary by home.
Kindred is a “give-to-get” model, so everyone on the platform must have their own home listed. While Kindred has just over 3,000 members, the company has fielded over 25,000 applications in the past year.
It is important to note that home-swapping will not be everyone’s cup of tea. However, hotels can mitigate the risks associated with this new concept by offering unique, tailored experiences that home-swapping cannot replicate and providing services and amenities that home-swapping platforms cannot match.
Each week, I answer your question and provide expert tips and advice to help you stay ahead of your competition.
What Can We Learn From Luxury Hotels in 2023?
The luxury hotel industry continues to evolve and adapt to discerning travellers’ ever-changing preferences and demands. With a focus on sustainability, personalisation, and unique experiences, luxury hotels are redefining the concept of opulence and comfort.
Here’s what we can learn
Luxury travellers are increasingly conscious of their travel choices’ environmental and social impact. As a result, luxury hoteliers are implementing eco-friendly practices and initiatives to minimise their carbon footprint and promote responsible tourism.
Several luxury hotels employ sustainable design and construction methods, such as using locally sourced materials, integrating energy-efficient systems, and incorporating green areas. 1 Hotel Brooklyn Bridge in New York City features a green roof, reclaimed wood, and a rainwater reclamation system, making it a prime example of sustainable luxury.
Personalisation and Customisation
Personalisation has become an essential element of luxury travel, with 80% of travellers willing to spend more on brands that tailor their products and services to their individual preferences.
There is a rising demand from luxury travellers seeking hotels that offer private villas and residences with dedicated staff and personalised services to cater to the growing demand for exclusive and secluded accommodations. Four Seasons Resort Maldives at Kuda Huraa, for example, features luxurious private residences with an infinity pool, direct beach access, and personalised butler service.
Smart technology is transforming the in-room experience, with luxury hotels incorporating cutting-edge features such as voice-activated controls, digital concierge services, and automated climate control. Hilton’s Connected Room concept allows guests to customise their stay through a mobile app, including adjusting the room temperature, lighting, and entertainment options.
Luxury hotels curate local experiences that give guests a deeper understanding of their destination’s history, culture, and traditions. The Six Senses Douro Valley in Portugal is a great example and offers immersive experiences such as grape harvesting, wine blending, and traditional tile painting workshops.
Many luxury hotels incorporate local art, crafts, and cultural elements into their design to create a sense of place. On Mexico’s Riviera Maya, for example, the Andaz Mayakoba offers tequila-tasting classes and displays local artworks and crafts.
Luxury travellers increasingly seek unique and off-the-beaten-path destinations, driven by a desire for authentic experiences and a sense of discovery.
Culinary Experiences and Fine Dining
Hoteliers are creating curated experiences that cater to guests’ unique interests and passions beyond traditional spas and fine dining.
Unique dining experiences, such as private dinners in secluded locations, chef’s table events, and immersive culinary journeys, are gaining popularity. For example, at the Amangiri Resort in Utah, guests can enjoy an intimate dining experience in a dramatic desert setting, complete with a bespoke menu and personalised service.
Some luxury hotels partner with local growers to create fresh, seasonal menus and use ingredients from their on-site gardens. At the Belmond Le Manoir aux Quat’Saisons in the UK, the Michelin-starred restaurant is supplied by a two-acre kitchen garden.
Luxury hotels are transforming the hospitality industry with their innovative approach to sustainability, personalisation, local immersion, and culinary experiences. As they continue to evolve and adapt, travellers can expect even more exciting and unique experiences in the years to come.