📌 Hospitality Highlights Newsletter - 6th May 2023
Welcome to this week’s newsletter, where I share the latest hospitality news and trends.
This week, we bring you a range of topics, from the latest social media trends to unique hotel amenities.
We delve into Instagram Partnership Ads, From Plate to Post – How to Craft Engaging Content for Your Restaurant, TikTok Shop Launches in Beta, Chef ‘Refunds’ Customer’s £1000 Bill To Stand Up For The Server Who Was Disrespected, and Meta pitches augmented reality to advertisers with new AR Reels Ads and Facebook Stories.
Also, find out why people are ‘mindblown’ after realising why McDonald’s logo is red and yellow. We also touch on Twitter Blue’s early subscribers, the connection with online audiences, and trends such as food challenges, TikTok, and psychological safety.
☕ Sit back, relax, and let’s explore this week’s Hospitality Highlights
Hospitality Highlights - 🤝 Instagram Partnership Ads
Instagram has rebranded its branded content ads as partnership ads, offering new ways for creators and brands to collaborate on advertising campaigns. Partnership ads allow advertisers to expand content from creators and other partners, enabling broader collaboration.
The updated advertising format allows advertisers to promote a broader range of organic Instagram content, including branded content with the paid partnership label, Instagram Collab posts, people and product tags, and more.
Early testing shows that partnership ads combined with traditional ads result in higher click-through rates, lower cost per action, and a 99% probability of outperforming business-as-usual ads. In addition, these ads offer a transparent and efficient way for brands and creators to collaborate on advertising campaigns, increasing user engagement.
🍽️ From Plate to Post - How to Craft Engaging Content for Your Restaurant
Restaurants increasingly use social media to connect with customers and promote culinary creations. However, with intense competition, creating content that stands out and resonates with the audience can be a challenge.
Understanding the audience, analysing social media analytics, and creating content that tells a story and sparks a conversation are crucial to creating engaging social media content for restaurants.
A hospitality consultant specialising in digital marketing shares tips and tricks on creating compelling social media content that grabs customers’ attention, keeps them engaged and drives more traffic to the restaurant.
🛒 TikTok Shop Launches in Beta
TikTok Shop is a new e-commerce solution designed to help boost sales and brand growth on TikTok. The platform allows users to discover and purchase products from their favourite creators and brands in a single, smooth experience.
TikTok Shop presents an opportunity to tap into a rapidly growing TikTok community, where 83% of users say the platform influences their purchasing decisions.
A special 90-day promo offers beta sellers 0% referral fees for a limited time.
👨🍳 Chef 'Refunds' Customer's £1000 Bill to 'Stand Up' for Server Who Was Disrespected
The chef of a Welsh restaurant stood up for a 22-year-old server whom a group of wealthy diners harassed.
Chef, Lee Skeet, took to Twitter to express his disappointment and offered to refund the group’s bill of over £1000, saying that bosses should stand up for their employees.
Some criticised his initial response to refund the group, and Chef Skeet later transferred the ‘refund’ to the server. Followers have praised Skeet’s action, showcasing how bosses should stand up for their employees and protect them from harassment.
📱 Meta Pitches Augmented Reality with New AR Reels Ads and Facebook Stories
Meta recently announced that it is bringing augmented reality (AR) to Reels Ads and Facebook Stories. This update will allow brands to provide more immersive experiences and AR filters while marketing to Meta’s audience, including its younger Gen Z users.
The company is also introducing enhancements and improvements to Reels ads and allowing brands to work with third-party measurement partners for their Reels Ads campaigns.
With this investment in AR advertising, Meta has positioned itself to compete with Snap for marketers’ ad spending as they strive to reach the Gen Z demographic.
🍔 People 'Mindblown' After Realising Why McDonald's Logo is Red and Yellow
The iconic McDonald’s logo is instantly recognisable to most people, but have you ever thought about how it was designed and the psychology behind its colours?
The choice of red and yellow wasn’t an accident – it was carefully selected to attract the fast food giant’s target market. Red triggers stimulation, appetite, and hunger, while yellow evokes happiness and friendliness.
Yellow is the most visible colour in daylight, making the McDonald’s “M” easily visible from a distance. Finally, the language of colour is a powerful tool, communicating directly with our emotions.
The colours create a sense of speed and quickness – perfect for a fast-food restaurant.
📉 More than Half of Twitter Blue's Earliest Subscribers are No Longer Subscribed
Twitter Blue, the social media platform’s subscription service, has struggled to gain traction since launching six months ago.
Data released earlier this week shows that Twitter has only managed to convert around 640,000 users to paid Twitter Blue subscribers since last November, while an even more telling detail reveals that around 81,843 users who subscribed to Twitter Blue when it first launched in November are no longer subscribed to the service, indicating an abnormally high churn rate.
What’s next for the channel?
🍕 How the Domino's Pizza Rolex helped make branded watches desirable
In the 1980s, Domino’s Pizza partnered with Rolex to motivate store managers to achieve high sales goals. Managers who hit $20,000 in weekly sales were rewarded with a Rolex watch engraved with their name and the initials of the then-CEO.
While several hundred watches were produced, they are relatively rare and have since increased in value tenfold.
Today, there’s an increase in brands reinventing the corporate-branded timepiece trend.
Each week, I answer a key question and provide expert tips and advice to help you stay ahead of the game.
How can we improve the connection with our online audience?
To effectively promote your hospitality business on social media, you must first understand whom you are trying to reach. An effective way of approaching this is by identifying your target audience and creating detailed customer personas for each audience segment.
A customer persona is a fictional representation of your ideal customer, including demographic information, interests, and preferences.
By understanding your target audience, you can tailor your content and messaging to appeal to their tastes, ensuring that your social media efforts are more likely to resonate with them.
Example Buyer Persona – Restaurant
Occupation: Stay-at-home mum
Marital Status: Married with two young children
Location: Urban area
Interests: Health and wellness, sustainability, cooking, spending time with family
Sarah is a busy mum who cares deeply about the health and wellness of herself and her family. She has recently transitioned to a vegan diet and enjoys exploring new recipes and restaurants that align with her dietary preferences.
Sarah is looking for convenient and affordable ways to incorporate vegan food into her family’s meal plan without sacrificing taste or nutrition. In addition, she is interested in learning more about plant-based nutrition and sustainable food practices.
As a busy mum, Sarah always looks for easy and quick meal ideas that are delicious and satisfying for the whole family.
Example Buyer Persona – Hotel
Example Buyer Persona
Marital Status: Married with no children
Interests: Fitness, Luxury, Fine Dining
John is a successful businessman who travels frequently for work and stays in city hotels. He values his health and fitness and maintains his routine even while travelling. John enjoys staying in luxury hotels that offer high-end amenities, such as a gym, spa, and pool.
When it comes to dining, John prefers fine dining restaurants that offer a range of healthy and delicious options. But, of course, he also indulges in a good glass of wine or a well-crafted cocktail.
John is always looking for hotels that offer convenience and comfort, such as a central location for his business meetings and a comfortable bed for a good night’s sleep. In addition, he values excellent service and attention to detail, as it helps him to focus on his work without any distractions.
To identify your target audience, start by analysing your existing customers. For example, look at who visits your establishment, interacts with your social media posts, and leaves reviews. In addition, consider age, gender, location, lifestyle, and food preferences. You can also conduct surveys or polls to gather more information about your customers’ preferences and behaviours.
Once you clearly understand your target audience, you can use this information to inform your social media strategy.
For example, suppose your audience is primarily health-conscious millennials. In that case, you might post images of your nutritious menu items and share videos about the benefits of a healthy diet on Instagram and YouTube.
🍗 Food Challenges
Food challenges are popular because they combine novelty, social media, and effective marketing techniques.
They offer a unique and exciting experience for food enthusiasts always looking for something new and challenging.
Social media has made sharing these experiences easier, creating a trend of people trying to outdo each other.
Food challenges can be a great marketing tool for restaurants and businesses looking to attract customers and generate buzz around their brands.
TikTok is exploding in popularity due to its unique algorithm that displays content to users based on their interests and engagement, its easy-to-use interface and the trend of short-form video content.
Hospitality businesses can capitalise on this by creating engaging and entertaining TikTok videos that showcase their brand and offer a behind-the-scenes look at their company.
Businesses can use popular TikTok trends and hashtags to increase their reach and attract new customers. It’s important to keep the videos authentic and relevant to the brand, respond to comments and engage with the TikTok community to build a loyal following.
🧠 Psychological Safety
Psychological safety is essential for fostering trust and building strong connections between social media users and shoppers.
When people feel psychologically safe, they are more likely to communicate openly and honestly, leading to better relationships and a more positive shopping experience. It can also help prevent online bullying and harassment, a significant concern for many social media users.
Psychological safety is an important factor in hospitality marketing, as it sets the tone for how customers feel during their stay. By creating an atmosphere of trust, respect, and empathy, hospitality marketers can ensure that their customers feel safe and secure while in their care. This safety can be achieved through marketing messages that emphasise the importance of safety and security and provide ample security measures in the physical spaces of the hotel or resort.