Following on from our first instalment covering food & drink trends and what to expect from tech, we’ve scoured the every blog on what to expect in hospitality marketing in 2016 so you don’t have to:
- Hotels & Travel
– The Millennial Mindset
The great news is that ‘wanderlust’ is stronger now than ever, especially amongst Millennials. This new breed of traveller is less concerned about brand loyalty and more concerned about experience and novelty. Instead of focussing on your services, perhaps your social content should be geared more towards what your neighbourhood has to offer and what makes it different and exciting. They want personalised experiences that create value, they’re not afraid to spend more as long as they feel the value in what they’re paying for.
– Mobile Experience
Once again, mobile will dominate 2016. According to eMarketer’s latest estimates, 51.8% of travellers who book trips via digital means in 2016 will do so using a mobile device. That’s up 43.8% from this year! Oscar Orozco, eMarketer forecasting analyst said:
“Hotels, airlines, and online travel sites are better optimizing their websites for mobile bookings. As a result, people are finding a simpler and easier path to purchase and booking their trips right on their devices. This bodes well for the industry as a whole.”
– Disruption and the Sharing Economy
The stratospheric rise of Airbnb seems to have hoteliers worried, but fear not. Hotels should innovate and provide quality alternatives in order to compete in this evolving marketplace. Mobile/digital check in, reliable and fast WiFi – the industry must be open to adapt. People want value for their money and, according to a recent survey by TripAdvisor, travellers are willing to spend more in 2016 if it’s ‘worth it’ and 49% said they will do so “because I or my family deserve it”.
– Remove Boundaries
Hotels have always been able to offer so much more than just a room, but now there are no boundaries to where any public space ends. A lobby can flow into a bar or restaurant or workspace. The flexibility to eat, work and play in the same space is becoming more apparent as the next generation evolves.
- Digital Marketing
– Live Streaming
We already know that video and rich media are the way forward and live streaming is the next step, with Periscope averaging 2 millions daily active users and growing, watch this space.
– Social Advertising
With the abundance of social advertising available, we expect that Facebook and other popular platforms will continue to tweak their algorithms to make it harder and harder to reach our audiences organically. The threat of ad-blocking will also contribute to a surge in social advertising.
– Social Media and Search
At the moment social media plays a minimal role in influencing your search engine rankings, but that is looking to change with tweets now being embedded in certain search results.
– The Marketing Eco-System
As data gets smarter it’s clear to see that no two customers behave the same and they won’t take the same journey to conversion. There are so many ways for a consumer to engage with your business that an eco-system has evolved. No longer should we target people by demographic (age, gender, profession) but by their online behaviour. The approach should data driven.
In summary, 2016 is set to be a year dominated by mobile, millennials and smart data. The hospitality industry is no longer just an art but a science and we must be ready to adapt and survive in the digital world.
Digital changes so quickly it’s difficult to keep up, so for our expert knowledge on how we can help your hospitality business in 2016 please just get in touch.