The Top 5 Things You Need to Know Now in Hotel Digital Marketing: August Edition

The world of hospitality digital marketing is always changing,
and the only way to win is by staying ahead of the pack. This
month, the latest digital innovations include updates to Google My
Business hotel listings, new upgrades to Instagram story formats,
and textured design. From SEO to design, find out the top five
things you need to know now in hotel digital marketing, and make
sure your hotel is ready to reach tomorrow’s customers.

 

1. SEO: Hoteliers can now customize services and amenities
in Google My Business listings.

Hoteliers now have the ability to customize the services and
amenities in Google My Business listings through the new Hotel
Attributes section. By default, Google provides a summary of a
hotel’s amenities, which is pulled in automatically. Now, if any
of the information is incorrect, owners of the listings can edit
them accordingly. Audit your hotel listing to ensure your most
important amenities are included. For instance, if your hotel is
pet-friendly, be sure this hotel attribute is prominently
displayed.

 

2. SEM: YouTube opens homepage masthead ad to all
advertisers.

Up until now, the only way to buy YouTube masthead ads was to
commit to a full-day takeover. That means everyone who visits
YouTube on a particular day would see the ad, but honing in on your
audience with strategic targeting was not available. Now all
advertisers have the option to purchase the YouTube masthead on a
cost-per-thousand-impression (CPM) basis and use advanced audience
solutions to reach a highly qualified audience. Google notes that
the masthead will remain as a reserved placement, even when buying
on a CPM basis, and there will be minimum advertising spends by
country. Impressions will be guaranteed across campaign flights,
which can range from one to seven days. Hotel brands with extensive
upper-funnel budgets should consider YouTube masthead advertising
when trying to drive awareness of a new hotel opening, omni-channel
campaign, or brand-level buzzworthy news.

 

3. Display: Podcast listening continues to grow, with 25%
of listeners buying products discovered through podcast
advertising.

Podcast mobile app usage has risen 60% since January 2018, and
the sector’s growth is expected to continue. According to a study
conducted by Adobe Analytics, 45% of listeners said they plan on
tuning into more podcasts in the future. Millennials are the most
avid listeners of podcasts, with one-third of millennials listening
to five or more podcasts per week. The most popular genres are
comedy, education, history, and true-crime/documentary.

Spotify has also launched an analytics dashboard that gives
creators and advertisers more audience insights, allowing them to
launch more strategic podcast advertising through their platform.
Hotel brands should consider podcast advertising as an upper-funnel
initiative to reach potential guests in the dreaming phase of the
travel planning journey, increasing brand awareness on podcasts
that their key customer segments listen to frequently.

 

4. Social Media: Instagram is currently testing upgrades to
stories.

Instagram has been testing several upgrades to stories,
including a layout mode, new boomerangs, and redesigned icons. The
new layout mode for stories works similar to Instagram’s Layouts
app, which allows users to create photo collages either utilizing
the stories camera or uploading photos from their feed. It is also
rumored that there will be five more options when creating
boomerangs for stories. For instance, after recording a boomerang,
users can set it to do different things at the end of each loop,
like pause or wiggle. There are also options to make the recording
move faster or slower. There is no official release date for these
updated features, however, it is important to keep these updates on
the radar when considering future content in order to keep your
stories fresh and engaging. For instance, the new collage feature
for stories could be a great way for a hotel to showcase different
room types or create itineraries showcasing different experiences
within one story frame.

 

5. Design: Utilizing texture in design
graphics.

Utilizing texture in design graphics is becoming more and more
popular as brands aim to make their online presence stand out.
Depending on what your image or digital design is trying to convey,
consider adding texture to designs to help showcase unique
characteristics of the property. For instance, if your hotel lobby
has a rustic feel, consider adding tasteful texture to certain
elements of your website design to capture the rustic aesthetic, or
if there is a unique fabric featured throughout the hotel, consider
adding this patterned texture subtly to elements of the design.

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The Top 5 Things You Need to Know Now in Hotel Digital Marketing:
August Edition
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Source: FS – All – Hotels – News
The Top 5 Things You Need to Know Now in Hotel Digital Marketing: August Edition