Q2

2020

ED

ITIO

NTHE HOTEL DIGITAL MARKETER’S WHITEPAPER

Creative strategies for reaching customers in every phase of the travel planning journey.

WHAT’S NEXTTRENDING:

TARGETING DRIVE MARKETS

BUSINESS NEED SPOTLIGHT:

NEW & NOTEWORTHY

FROM THE DESIGN STUDIO:

THE LATEST NEWSIN CASE YOU MISSED IT:

KEY STATSMETRICS THAT MATTER:

HEADS IN BEDSA LOOK OUTSIDE THE INDUSTRY:

CONTENTSQ2 2020

“The desire to experience, explore, and find inspiration

can start to feel more like a necessity than a luxury.

People looking to escape are turning to digital.”

— Think with Google

IDEA SHOP: CREATIVE CONCEPTS WORTH STEALING

LOYALTY CONNECTIONS

“MEET ME THERE” CAMPAIGN

“DRIVE & DISCOVER” CAMPAIGN

GIVE-BACK GETAWAY

WHAT’S NEXTTRENDING

The only way to stay ahead of the competition is by keeping up with the latest developments in digital. Below are highlights of

some of the interesting topics currently being talked about in the industry that can help shape your strategy.

The Trend: Contactless HotelsThe COVID-19 pandemic has significantly impacted the hotel industry, causing many hotels to close while others have stayed open to serve healthcare workers who need to isolate from loved ones. These hotels have adopted changes that are likely to stay, effectively changing how hotels operate moving forward. Many of these changes revolve around contactless experiences to ensure that guests and employees feel safe. For example, check-ins and check-outs will be performed on personal devices, and valet service may no longer be offered. Hotels may also discontinue room service or change their protocols to remain contactless. Additionally, hotel restaurants and bars may begin to offer contactless menus. With all of these changes, guests can expect a much different hotel experience in the future.Source: TravelPulse

The Trend: Getting Creative with Hotel SpaceWith occupancy expected to be down year over year and into 2021, hotels may need to get creative with their room and meeting inventory. Some hotels have created new revenue opportunities by partnering with companies like Kettlespace and DropDesk to utilize their space for coworking businesses. Another trend on the rise is the demand for places where people can have a meeting, take a phone call, or simply take a break for a few hours. Companies like Dayuse, Day Break Hotel, and Dayrooms allow people to book a hotel room for the day or in hourly increments. Hotels can also take advantage of this growing need by allowing their room inventory and meeting space to be bookable in hourly increments on the hotel website. Source: Skift

WHAT’S NEXTTRENDING

The Trend: The Rise of Subscription Services

The subscription services market has exploded in the past decade. In fact, about 15% of online shoppers have signed up for one or more monthly subscriptions. While some subscription service companies are widely known, like Netflix and Blue Apron, this model is still relatively new to the travel industry. In 2019, a Denver-based travel club, Inspirato, launched its Inspirato Pass, a luxury travel membership that allows customers to book unlimited trips for a set monthly fee. Hotels can similarly take a cue from the subscription model to rethink their loyalty programs. For example, they can allow their highest loyalty tier to book unlimited rooms for a flat monthly fee, inaddition to complimentary rooms earned with loyalty points.Source: Bloomberg

The Trend: Stay Healthy Travel KitDue to the COVID-19 pandemic, many hotels are updating their cleanliness measures to ensure the safety of their guests and employees. Some hotels are offering guests free masks and hand sanitizer as part of their new health and hygiene protocols. As people begin traveling again, hotels can continue to ensure guests’ safety by offering complimentary travel kits that include items like face masks, hand sanitizer, disinfectant wipes, and gloves.Source: USA Today

The Trend: “Clean & Safe” Certification

After the COVID-19 pandemic subsides, people may be more discerning when it comes to hotel cleanliness. To reassure guests, hotels may choose to take additional measures such as gaining certifications based on guidance from organizations such as the CDC and World Health Organization. For example, The Malaysian Association of Hotels has begun a “Clean and Safe” campaign, where hotels can become certified as “clean and safe.” By getting similar certifications, hotels can continue to assuage concerned travelers in the new normal.Sources: Hotel Business

The only way to stay ahead of the competition is by keeping up with the latest developments in digital. Below are highlights of

some of the interesting topics currently being talked about in the industry that can help shape your strategy.

123

MARKETING TO LOCAL DRIVE-IN MARKETSBUSINESS NEED SPOTLIGHT

STAYCATION PACKAGES

As COVID-19 subsides and travel demand rebounds, people may initially be more comfortable taking short trips nearby and avoiding mass transportation. To drive midweek and weekend bookings, hotels can market to drive-in and local feeder markets and promote staycations.

Staycation packages can include F&B credit, complimentary parking, and other add-ons in partnership with local attractions and activities. By highlighting unique local experiences, hotels can provide guests with the local getaway they need.

TARGETING DRIVE-IN MARKETSHoning in on the right audience is key. Through marketing initiatives such as SEM, Google Display Network, display advertising, and social media, hotels can leverage geotargeting to reach viable drive-in markets.

Once guests have booked a stay, hotels can remarket to these guests with dining and spa offers to upsell ancillary services.

Another great way to reach drive-in markets is to utilize content personalization on the hotel website. If your CMS supports personalization, consider personalizing homepage content and special offers to local and drive-in feeder markets.

Your personalization strategy should include staycation and experiential messaging for locals.

PERSONALIZATION

NEW & NOTEWORTHYFROM THE DESIGN STUDIO

Check out the best website designs of the quarter. From multi-property brands to independent boutique

properties, get inspiration from some of our most creative clients.

INTERCONTINENTAL FIJI GOLF RESORT & SPA LAUNCHES NEW WEBSITE

A five star luxury resort situated on 35 acres of lush tropical grounds on one of the world's best beaches, InterContinental Fiji Golf Resort & Spa wanted a new website that would showcase its idyllic location. Through breathtaking imagery and an editorial look and feel, the hotel website design inspires guests to explore its accommodations, dining, recreational activities, weddings, and more.

CORALTREE HOSPITALITY LAUNCHES NEW WEBSITE

A hotel management company with a growing portfolio of independent lifestyle hotels and resorts, CoralTree Hospitality wanted a new website that would effectively highlight its portfolio, services, and staff, with a clean design and travel-focused imagery.

PROVIDENT HOTELS & RESORTS LAUNCHES NEW WEBSITE

Provident Hotels & Resorts is a spectacular collection of high-end properties located throughout Florida. Whether you’re looking for a romantic getaway, vacation rental, condominium, or event venue, the portfolio holds the perfect pick and now has an easy-to-navigate website to help you plan your dream getaway.

THE LATEST NEWSIN CASE YOU MISSED IT

Get up to speed with a quick recap of Q2 2020, including highlights from our published articles.

COVID-19 HOTEL RECOVERY STRATEGY: TOP 10 DIGITAL STRATEGIES TO THRIVE WHEN TRAVEL DEMAND STRENGTHENSIn part three of a three-part series focused on each phase of a hotel's COVID-19 recovery strategy, we provide strategies to help hotels thrive in the "new normal" when travel demand ramps up again. In this phase, hotels can begin to shift focus to lower-funnel intent to drive bookings as travel demand strengthens. Read more.

COVID-19 HOTEL RECOVERY STRATEGY: TOP 10 WAYS TO PREPARE YOUR HOTEL FOR THE REBOUND IN TRAVEL DEMANDIn part two of a three-part series focused on COVID-19 hotel recovery, we share strategies for hotels to prepare for the initial rise in travel demand and reopening for hotels that have closed. One of the first steps is to align your revenue management and marketing strategies, and ensure flexible cancellation policies. Read more.

COVID-19 HOTEL RECOVERY STRATEGY: TOP 10 DIGITAL STRATEGIES WHILE TRAVEL IS ON PAUSEIn part one of a three-part series focused on COVID-19 hotel recovery, we highlight strategies to implement while travel is on pause due to COVID-19. From communicating critical COVID-19 information to developing creative editorial content, these strategies will allow hotels to stay top of mind and maintain a strong brand relationship. Read more.

IN THE TIME OF COVID-19: TOP 5 THINGS YOU NEED TO KNOW NOW IN HOTEL DIGITAL MARKETINGWhile COVID-19 has put travel on pause, hotels need to ensure their online presence is fully optimized to engage potential guests and capture any remaining travel intent. In this article, we share top five considerations for your digital strategy. Read more.

KEY STATSMETRICS THAT MATTER

Every quarter it’s important for hoteliers to take a step back and review their hotel’s marketing plan in order to see what’sperforming, what’s not, and what should be improved. The Metrics That Matter section will take you through some key

stats that you can monitor to improve performance and marketing strategies.

SOCIAL MEDIATrend: Almost 45% of consumers are devoting more time to social media.

Best Practice: Social media is a great way to stay connected with past guests and engage potential guests. Focus on creating valuable and entertaining content that inspires travelers, while maintaining sensitive messaging.Source: GlobalWebIndex

MILLENNIAL TRAVELTrend: Millennial travel is expected to increase due to the fact that they are less at risk.

Best Practice: Create experiential packages that speak to Millennial interests and trends, such as Instagramable dining experiences and locations. Experiential packages can include unique F&B offerings and local activities that are off the beaten path. Source: Hospitality Net

VIRTUAL WAYS TO TRAVELTrend: Search interest is up in virtual ways to travel.

Best Practice: Invite people to travel the world virtually by sharing photos and videos of their destination. Engage and inspire travelers by sharing a virtual tour of a local attraction or museum (using the Google Arts & Culture collection).Source: Google

REBOOKING VACATIONSTrend: A survey from Fuel Travel found that 45% of travelers have cancelled a trip due to COVID-19.

Best Practice: During the initial rise in travel demand, recapturing bookings you’ve already won is one of the best ways to swiftly increase occupancy. When travel demand picks up, send an email campaign prompting cancellations to rebook with an added complimentary bonus or perk to incentivize them to purchase.Source: Fuel Travel

explore, and find inspiration

can start to feel more like a

necessity than a luxury.

People looking to escape

are turning to digital.

THINK WITH GOOGLE

THE DESIRE TO EXPERIENCE,

CREATIVE CONCEPTS WORTH STEALINGIDEA SHOP

GIVE-BACK GETAWAYMany brands and businesses are finding ways to give back to those who are working on the frontlines during the COVID-19 pandemic. Consider launching a campaign to recognize and thank frontline workers by giving away free vacations that they can enjoy when the time is right.

Small ideas can have a big impact. NextGuest’s Idea Shop provides easy-to-implement digital marketing ideas

and special packages that can add a dash of extra creativity to your digital strategy.

“DRIVE & DISCOVER” CAMPAIGNAs COVID-19 subsides, people will be longing to get out and explore but they may be weary of mass

transportation. Promote stays among drive-in markets by making the road trip part of the travel experience with road trip Spotify playlists. Consider rewarding guests with $10 F&B credit for every 25 miles they traveled.

LOYALTY CONNECTIONSWith many hotels offering loyalty programs, it is important to offer the right benefits and perks to incentivize people to join your loyalty program. One potential perk to consider is allowing guests to opt-in for a program where they can get matched with another loyalty member, who they can connect with while social distancingand share travel tips.

“MEET ME THERE” CAMPAIGN

Due to COVID-19 and the social distancing restrictions, many people are longing to get together and travel with their loved ones. To engage these audiences, create a contest where you highlight your hotel and

destination and ask people to tag someone they want to travel with for a chance to win a free stay.

HEADS IN BEDSA LOOK OUTSIDE THE INDUSTRY

When it comes to digital marketing, inspiration can be found everywhere you look. By looking at unique

campaigns and initiatives from outside the hospitality industry — and getting to the root of what makes these

ideas work — hotels can develop a strategy that taps into the creative tactics that put heads in beds.

ESPN SHARES LOVE LETTERS TO SPORTS: As an ode to sports that have been put on-hold due to COVID-19, ESPN launched a “Dear Sports” campaign featuring a film where professional athletes shared candid love letters to their sport. The campaign also encourages fans to share their own love letters using the hashtag #DearSports.

HOW THIS CAN PUT HEADS IN BEDS: Hotels can adopt a similar campaign where employees and locals share their love letter to travel and mention something special about the hotel or destination that they miss. To drive further engagement, ask people to share their love letter to travel on social media for a discount off a future stay.

LUCKY BRAND GAMIFIES QUARANTINE: To engage people looking for new ways to spend their time at home, Lucky Brand created a campaign where they share daily challenges on Instagram. Users who participate are entered to win a prize, and they can tag an essential worker to win as well.

HOW THIS CAN PUT HEADS IN BEDS: Hotels can similarly gamify travel photos on social media by creating a 30-day travel photo challenge. Each day for 30 days, ask people to share a photo thatmeets the daily challenge. For example, they can post a photo of a place they visited as a child, a place they visited with friends, a place they traveled to in the last year, or a place they want to explore next. Encourage people to share their photos for a chance to win a free stay.

NextGuest provides hoteliers with everything they need to

thrive in the digital world. Through its subsidiary divisions,

the company provides digital marketing, CRM services,

technology solutions, and high-level consulting to some of

the world’s top hotel brands. Based in New York City, the

company is comprised of NextGuest Digital, CRM, Labs,

and Consulting. Each arm of the company offers stand-

alone services, while together they provide an all-

encompassing partner that helps hoteliers acquire,

engage, and retain their next guest.

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