“Behind the Selfie”, An Example of a Powerful Social Media Marketing Campaign from Girrafe Manor Hotel

Are you currently looking for inspiration to create a successful marketing campaign for your hotel? Then, you must consider following the example of the hotel Girraffe Manor in Kenya that became one of the most instagrammable properties in the world through “Behind the Selfie” campaign. Their model is based on applying cause marketing while showcasing the unique experience they offer on-site on social media. Through their efforts saving the wildlife in Africa, the hotel has boosted its corporate responsibility and attracted numerous customers who care about the protection of the environment.

Enjoying the Company of Giraffes at Giraffe Manor

Giraffe Manor is an iconic 12 rooms boutique hotel located in Kenya in East Africa. Besides from its elegant design and breathtaking land and forest surrounding the hotel, what is particularly fascinating is the exclusive experience it offers to its guests. Indeed, giraffes come visit residents everyday during breakfast and tea times poking their heads through the windows hoping to get treats from them. Guests are also able to feed the animals through the comfort of their windows.

The Idea behind “Behind the Selfie” Social Media Campaign

Image taken from : https://www.cultafrica.net/home/tours_top/giraffe-manor.html

The hotel has significantly grown in popularity thanks to encouraging guests to capture and post the “perfect” selfies with the giraffes while sharing breakfast with them. People have published dreamy pictures on their social media platforms living their moments with the giraffes. The hashtag “Behind the Selfie” was created for this campaign to defend the cause of the Rotschild’s Giraffes that are endangered in this region. This hashtag has thousands of posts on social media showing pictures and selfies of guests with the giraffes from the hotel. Indeed, the property has become a famous feeding center for this species that is declining in Africa. The goal of the social media campaign was to increase brand awareness about the worrying situation of the wildlife in Africa. The property has enticed its guests and followers to share their time with the animals behind the lens of their cameras on social media. The campaign went viral and gained millions of followers. It is today one of the most well-known properties around the world attracting one of the most diverse clienteles thanks to this successful social media campaign. Below is an example of how the property encourages its guests to share their selfies and photos with the giraffes. They mostly promote this initiative on Facebook and Instagram in which people can see even LIVE the giraffes visiting hotel guests.

Image taken from: https://swke.facebook.com/GiraffeManor/photos/a.281314904031/10158625931944032/?type=3

In this very competitive industry, you might be willing to reach a wider audience to boost your hotel occupancy. Thus, you should use your innovative mind to offer experience to your guests that go out of the ordinary like Girrafe Mannor does and promote the uniqueness of your service through social media. In this digital era, you must develop a social media marketing plan in a way to make your content sharable among millions of users worldwide. Creating an appealing Hashtag such as “Behind the Selfie” can allow to give a sense to your campaign and increase social shares. Defending a cause like the hotel described in this article and showcasing this on social media can also be a selling point for your property. This can make your branding more powerful and build a positive reputation as many people are likely to book a stay in a hotel that is socially responsible. According to Zimmer Marketing, 41% customers will gain more trust and purchase products or service from a company that associates with a cause. Thus, you might consider implementing cause marketing and advertise your efforts in social media platforms as it can help you highly captivate the attention of your existing and potential guests. Following a similar social media strategy can make your hotel KPIs stronger and ensure a high return on investment for your property after running such successful marketing campaigns.


How Reference Groups Influence your Hotel Bookings?

In this new era in which consumers data are densely available, travelers have been relying a lot about information on past hotel guest’s experiences to make booking decisions. Many research found that reference groups which can include family members, peers, celebrities, opinions leaders or any individuals to which you can identify play an important role when it comes to influencing a hotel’s choice.  Indeed, some people select to stay at a property which reflect their belongings to a certain group. Purchase intentions in the hotel industry are highly guided by online reference groups especially with all those platforms in which consumer reviews are accessible to all.  In order to reduce risks, most people planning a trip take in consideration feedback of their reference group’s experience in different properties before proceeding to any confirmation. According to the organization Hotel Business (Links to an external site.), 81% travelers read reviews before making a hotel reservation. Reviews by reference groups have demonstrated to be a crucial moment of truth for travelers. This is why hotel marketers optimize this touchpoint the best they can to attract potential guests.

How are Reference Groups Defined?

Reference groups can be defined by groups of individuals influencing one’s opinion, behaviors, attitudes, and beliefs. They often are regarded as a source of inspiration for travelers. Hoteliers consider reference groups as an important part of their marketing strategies as their perceptions highly influence their guest’s purchase intents. Indeed, people are faced to societal effects when choosing a brand. Buying decisions are made to conform to others and build a social identity to be perceived as a society member and achieve a particular group acceptance. In other words, the group surrounding a consumer influences his/her values and impacts the final decision when it comes to booking a particular hotel.

How Travelers Rely on Reference Groups in the Digital Age?

Reference Groups Online Word of Mouth

Online Word of Mouth (WOM) is one of the most crucial sources of message transmission from all types of reference groups nowadays. Successful hotel marketers make sure to build strong and long-lasting relationships with guests as a way to reinforce the word of mouth from their guest’s reference groups. Maximizing word of mouth shared online gives the possibility to offer even more up-to-date and timely information to guests than on hotel websites leading to greater influences on booking decisions. Indeed, WOM can reveal many aspects about a property such as rooms quality as well as customer service experiences which allows people to determine how well a particular property fit their needs. Consumers will highly consider word of mouth through reviews from people they consider to be from social groups they refer to. Ensuring positive word of mouth through online review sites and your own website will help you stimulate proactive interactions between your prospect guests and people from their reference groups. As a result, it will strengthen customer’s trust and significantly increase your hotel’s booking.

Virtual Communities Reference Groups in Social Media

In this new age, people have been greatly influenced by virtual communities through social media. Indeed, these digital platforms expose people to communities having the most diverse behaviors and opinions and serving as reference groups. Social media gives the opportunity to consumers to engage with people who share the same interests including topics regarding the travel and hotel industry. Besides, consumers are also influenced by what people from their surroundings share on social media. A research mentioned by the Marketing organization Stackla (Links to an external site.) found that “86% of people have become interested in traveling to a certain destination after seeing social images from peers, family and friends ” and 52% made booking plans based on those imageries. Besides, celebrity endorsement through the use of influencers and opinion leaders on social media has also been a popular marketing method among hoteliers. Celebrities have for long been perceived as reference groups guiding people’s purchase process. Indeed, marketers look for celebrities that best represent their guest’s reference groups to attract customers. This leads existing and potential guests to feel a strong attachment to a specific hotel brand through the unique connection they have with a certain celebrity. Thus, this strategy significantly increases the customer’s lifetime value. In fact, people are likely booking a hotel accommodation endorsed by a lovable celebrity as they want to share the same values and lifestyles of these social media influencers they admire.

In sum, reference groups highly influence hotel reservation’s intentions. As people are heavily relying on their reference group’s perception before proceeding to a hotel booking, it is crucial to ensure positive messaging are shared through review sites and social media. As a hotelier, the best way to do that is to develop strong ties with your guests as well as with the online community. In this way, your target audience will consider your property as the best choice for upcoming stays!

Creating a Quality Brand Strategy Plan for your Hotel Marketing Success

Are you a hotelier willing to develop a strong brand that will highly distinguish in this dense market? Then, it is time to start working with your marketing team on developing an effective brand strategy plan. This will help you realize how you differentiate compared to your competitive set and allow you to implement the right strategies to appeal to your target audience. Indeed, branding is the basis for success for any company including in the hotel industry. Dan Wieden, one of the most famous advertising executives, who created one of the most successful marketing taglines in the business world for Nike “Just Do It” once said “People do not buy goods and services. They buy relations, stories and magic”. Thus, as a hotel professional, it is crucial to design an attractive brand storytelling so people do not think twice before booking a stay at your property.

What is a Brand Strategy Plan?

A brand strategy plan is developed to create and reinforce your hotel brand aligned with your business objectives. It involves designing all the tools that are necessary to communicate the brand. This can allow you to better realize your hotel identity and define your story. As you will be developing your brand strategy, you will be able to determine how your content should look like to attract numerous hotel guests.

How Should you Organize your Brand Strategy Plan?

There are different steps you should take in order to complete an insightful strategy plan. In fact, you should make sure to have these various parts on your plan to better understand your branding strategies:

Brand Context: This part must include information about the market trends and background environment in which the brand exists.

Brand Objectives: Here, you must define well the objectives of your brand by making them SMART through quantifying them. Below is a visual illustrating how you can make your brand objectives smart:

Image taken from: https://effectivedatabase.com/using-smart-objectives-to-manage-your- database/

Brand Category: Your brand category should be determined whether you are an upper upscale, upscale, upper midscale, midscale or economy property.

Company Overview: This is where you must think how you best describe your company and its settings. You can here include your hotel mission and vision.

Business Model: This is where you will identify how your property offer values in a social, economic and cultural context.

Industry Problems: Thinking about the issues that the industry faces can help you determine how your brand can offer solutions.

SWOT analysis: A SWOT analysis can help you determine your hotel strengths and weaknesses in the internal environment as well as opportunities and threats in the external environment. This will allow you to see what your company is good at and what is it lacking from to reduce any hazards disturbing your operational success.

Image taken from: https://www.accountantfortitudevalley.com.au/swot-way-success/

Competitive Set: In the hotel industry, companies usually select a group of 5 competitors with which key performance indicators Occupancy, Average Daily Rate (ADR) and Revenue per Available Room (RevPAR) are compared. You should consider subscribing to Smith Travel Research (STR) organization that can provide you with reports containing all these data about your competitive set. This will let you reflect on how you can outperform the other hotels.

Competitive Landscape: The competitive landscape can help you better understand your competitors and thus determine how you can expand your market share. There are several models that can help you define your competitive landscape. One of the most famous models used by businesses in this part of a brand strategy plan is Porter’s Five Forces Model visualized as below:

Image taken from: https://disruptivnation.com/2019/11/17/porters-five-forces/

Target Market: In this section, you have to describe well your target audience so you know and have your marketing efforts tailored accordingly. An effective description of your target market should contain information about its geographical location as well as demographic, behavioral and psychographic elements defining your ideal customers. You can here create a typical customer persona narrative so you understand better your typical guests. Below is a model you can follow to design your customer’s persona:

Image taken from: https://algorithmicglobal.com/business-practices/creating-a-buyer-persona/

Consumer Research: After defining your target market, it is important to conduct a thorough research about your customer’s lifestyle, likings and preferences in order to better identify their needs.

Path to Purchase: At this stage, you should be able to determine the experience your guests undertake while interacting with your brand. This is also known as a customer’s journey defined by the roadmap people take from travel need recognition to discovering your brand to booking a hotel stay at your property.

Brand Drivers: Brand drivers can be various adjectives that best define your brand identity and principles helping understand how you want to be represented in the market. Those help ensure a cohesive messaging for better decision-making.

Points of Parity and Difference: In this part, you must identify the points of parity which are what makes your hotel similar to the competitive properties to be a booking consideration for your guests. The points of differences are any areas that makes your hotel unique in terms of the offers compared to your competitors. Below is a diagram you can you use to well represent the POPs and PODs:

Image taken from: https://marketectsinc.com/what-you-need-to-know-before-you-develop-a-brand-strategy-part-3/

Positioning Statement: The previous section will lead you to determine your unique selling proposition. You will here be able to write the statement establishing the differentiation for your hotel and realize how you stand out in the market. This will also allow you to think about your brand mantra that is an appealing message capturing your hotel brand’s essence and determine your positioning. Examples of successful brand mantras developed by hospitality organizations are the following: Disney “ Fun Family Entertainment” and“Ritz-Carlton Ladies & Gentlemen Serving Ladies & Gentlemen”. You can write yours with what best determine your property’s value proposition as those companies did.

Brand Identity Prism: A brand identity prism is a diagram visualizing how a brand is expressed through six elements (physique, relationship, reflection, personality, culture, self-image) building a brand identity. This model helps better understand your brand storytelling and can allow you to reinforce your core values. Here is how your brand prism should be visualized:

Image taken from: https://howbrandsarebuilt.com/blog/2018/12/21/the-brand-identity-prism-and-how-it-works/

Brand Elements: Through taking all this step, you will be able to better identify how you want your brand to look like. Here, you can create or rethink your brand name, logo, color palette, letterheads making a sensory identity in customer’s minds. Those elements listed in the graph below are examples of brand elements leading to your hotel guest’s brand recognition:

Image taken from: https://www.slideteam.net/brand-elements-ppt-infographics.html

Brand Protection: If you have not done so, you can here make sure that your brand is legally protected through trademark. Your brand strategy plan should contain how you ensured protection of what makes your brand unique.

Marketing Programs: You can here list all the marketing strategies you are currently implementing for your hotel pre-stay, during stay and after post-stay. Those should include any offline marketing efforts as well as social media and online ad strategies that are a must in this digital age. You can also narrate your guest service experience as it is an essential part of your hotel marketing strategies.

Budget: Based on your current and forecasted revenues, you must be able to determine the budget you want to dedicate to your marketing initiatives. Here, you should be able to have an idea about the dollar and percentage share of your budget for the different types of marketing efforts (e.g: traditional marketing, experiential marketing, digital marketing, etc).

Service Strategy: According to the all the steps completed previously, you will be able to have a better idea about the direction that your brand should take in term of product strategy. You will be surprised how at this point you will have ideas to develop your products and add extensions to enhance the quality of your service.

Distribution Strategy: It is important here to determine how you want to deliver the services you want to implement whether it is through physical or online settings.

Brand Equity Management System: This step allows you to think about research procedures that can help you collect accurate, timely and insightful information about your target audience and the market trends. This could be done through qualitative and quantitative research to track essential KPIs such as sales, engagement, customer satisfaction and customer lifetime value.

Integrated Communications Plan: After knowing better your brand through all the previous steps, you will have a better understanding of the objectives you want to achieve. This is where you will decide what are the strategies you want to implement based on the thorough analysis of your brand. Make sure that you include interconnected strategies with a clear communication plan through thinking about the best channels you can use to implement those initiatives. This is a crucial part as an effective integrated communication plan that will allow you to offer a seamless experience to your guests.

Relationship Marketing: This is where you will assess how your marketing activities after guest’s stay that reinforce your hotel brand unique value proposition. For instance, you can here think of effective strategies to implement in order to increase customer lifetime value such as a loyalty program.

In sum, if you are looking to build a successful hotel brand that will be remembered and talked about, it is time for you to dedicate your time on developing a high-quality brand strategy plan. You will see how inspiring it would be for you to implement unique marketing initiatives that will make you stand out in the eyes of your existing and prospect hotel guests. It is important to consider developing a brand strategy plan that includes all those steps as it will help you determine the right strategies you could launch and the feasibility of the projects you might consider to generate more business. A strong brand strategy plan requires efforts, time and commitments. Nevertheless, it is definitely worth it as you will be able to gain new ideas and fresh perspectives from a rich and insightful plan you will be developing!



Building Effective Content Marketing Strategies to Maximize your Hotel Occupancy

Are you a hotel professional willing to drive more revenues for your property? Focusing your efforts on content marketing can definitely be the solution. According to the marketing organization CISION, 84% people are looking for brands that can entertain them, offer experiences and solve specific issues. And this is what content marketing succeeds to achieve. Through this strategy, you will be surprised of the numerous leads you will attract. A Hubpost article mentions the findings of a research suggesting that companies prioritizing content marketing have 13 times more chances to achieve a significantly high return on investment. This should urge you to think about implementing content marketing strategies to maximize your hotel profit.

What is Content Marketing?

Content Marketing can be defined by the development and share of appealing content to a specific target audience such as videos, emails, newsletters, blog, articles, podcasts, social media publications, etc. Expertise can be conveyed through quality content and thus enhance the credibility of your organization. Content marketing is an effective way to show value to your prospect guests who will most likely book a stay at your hotel that shows care to them. In fact, this technique is a great way to create and nurture special relationships with your existing as well as your potential guests. In sum, it is a popular hotel marketing strategy used to attract, retain and engage with your customers. It is a method that can allow you to build strong brand awareness and maintain your hotel top of mind as you will show know-how and establish trust with your guests.


Tips to Convert through Content Marketing

Here are several ways you can lead to conversion thanks to content marketing efforts:

Create Interesting Content to your Audience

It is important to develop content that offers value to your customers. For instance, when booking a particular hotel, guests are mostly interested by the destination and the local and touristic experiences of the property’s location. The goal is to be recognized as a trusted authority for a particular destination and thus win a large audience. Indeed, these types of content will speak to your customers as travelers are mainly interested about exploring the place where they consider to travel. Through creating such captivating contents for your customers, you will likely become their must-visit-place.

Base your Content Strategy on Data-Driven Insights

In this new era, information about all types of consumers are widely available. Thus, take advantage of it to design a data-driven content marketing strategy that will best satisfy your target audience. For instance, you could look at data from the analytics of your website through Google Analytics or Google ads. You can also look at the main metrics evaluating your consumer’s behaviors on social media. Moreover, Google Keywords Planner is a platform that can allow you to find the most researched keywords related to your hotel. Thanks to this tool, you will be able to create content with the most appealing wording for your existing and potential guests. In this way, you will be able to identify what mostly attracted people’s attention which will inspire you for creating converting content based on your audience’s topics of interest. Benchmarking data can also be insightful, thus you should analyze which type of content is driving the most traction to your competitors to influence your strategies.

Create Content Based on Consistent Schedule

The goal of your content strategy is to remain on your customer’s top of mind. Thus, it is important to ensure consistency with your content. Revenues can be increased by 23% through consistency according to a research mentioned by the marketing company Inc. It is important to organize a disciplined schedule. For example, you could decide to post content once per week so you can engage with your guests on a regular basis and create a strong brand resonance.

Post Video Content

Several marketing investigations found that video content is highly appealing nowadays. According to a research mentioned by the real-estate company Proven Partners, video content increases revenues of companies by 49%. Thus, you must start thinking about having promotional videos showcasing your resorts and unique amenities to attract potential guests. Many hotels such as Kimpton Surfcomber Hotel in Miami Beach posts videos on the home page showing the beauty of the property and its scenes through aerial shootings. You can also post those kinds of contents in your social media as it can highly improve your imagery. This practice can help you build a unique first impression among prospects guests considering booking a hotel stay.

Create Interactive Content

Developing interactive content can also be very effective to engage with your audience. In this way, you can make your audience live a dynamic experience through active engagement. The digital marketing company Ceros suggests different types of interactive content you can utilize such as interactive infographics, quizzes, etc. For instances, quizzes enable to highly involve your customers and thus get them to your marketing funnel. Indeed, you want your existing and prospect guests to have fun when exposed to your content so they can develop a positive association with your brand.

To sum up, it is time to rethink your content strategy to maximize your hotel occupancy. Start developing a well-documented plan with your team with defined goals to create the most attractive content marketing. Then, always make sure to track, measure and record the analytics that will help you create data-driven content appealing to your target market. As you are now familiar with tips to develop effective content, it is time to prepare yourself for getting higher booking conversions ever recorded.

How Can your Hotel Boosts Impulse Bookings to Maximize Profit?

Are you a result-oriented hotelier always willing to drive more revenues to your property? Then, you should think about strategies you could implement to foster impulse buying on your hotel website. This could be done through ensuring seamless booking experiences. It is important to learn about the psychology driving impulse purchasing to facilitate your sales funnel. In this way, your potential hotel guests will not have time for second guess when deciding to book a stay at your property. Impulse booking has seen an important surge as people are more and more looking for last minute deals for hotels. According to the organization HospitalityNet (Links to an external site.), “the hospitality industry has seen a 150% surge in travel-related searches for “today” and “tonight” in the past two years”. Another study mentioned by the organization Condor Ferries (Links to an external site.) suggests that over 60% of millennials would consider an impulse unplanned trip based on an interesting deal and appealing buying process. These are promising statistics showing there is a real opportunity through triggering impulse buying. As you will revamp your marketing strategies to drive this behavior, you will be able to significantly maximize your conversions and revenues.

What does Impulse Shopping Stand For?

Impulse buying can be defined by a shopping activity that is spontaneous in nature to satisfy an immediate desire. In the hotel industry, it can be defined by an unplanned buying decision made right before booking a hotel stay to achieve an instant personal fulfillment. The guest who proceeded in an impulsive room reservation is then called a “compulsive traveler” who was triggered by sudden intense emotions and feelings. It is a behavior that the most successful hotel marketers try to stimulate to boost their property’s key performance indicators: room occupancy, average daily rate (ADR) and revenue per available room (RevPAR) and compete in a dense market.

Best Practices to Encourage Impulse Bookings

In order to entice impulse buying, it is important to ensure a fast and seamless booking process whether online and through your reservation department. As the booking activity will be a harmonious moment of gratification, guests will be enticed to proceed and take instantaneous action. Amazon is the best example of company applying the best strategy triggering impulse purchase through allowing a transaction in one single click. As a hotel marketer, you could get inspired by Amazon’s strategy and allow the fastest booking process so prospect guests do not think twice before deciding to stay at your property. Besides, the more you will provide personalized experience and offer unique value to your potential guests, the more they will be enticed to proceed with an impulse booking. Furthermore, in this new era, it is crucial to implement the latest mobile-centric and operational automation technologies that enables an efficient and seamless sales customer’s journey. For instance, virtual tours and customer service online chats have foster this buying behavior as it highly engages a tech-savy generation. Artificial Intelligence, machine learning, property management systems and customer relationships management systems are also data insight-driven technologies that can streamline the pre-stay experience and generate impulse sales.

Impulse shopping touches every business realms including the hotel industry in which so many people book last minute trips to escape their world. In sum, it is time for you to study the buyer psychology related to impulse purchasing so you will be able to trigger this profitable behavior for your hotel. Consider investing in the newest technologies suggested previously to appeal potential guests at every touchpoints.  As you will be ensuring a frictionless and individualized booking experience fostering impulse bookings, you will reach the highest conversion. Through implementing technologies and techniques meeting impulse-driven consumer needs, your revenue management team will reach the highest performance ever recorded.

Conducting a Conjoint Analysis to Build a Successful Hotel Brand

Are you a hotel professional willing to strengthen your branding and determine what best satisfy your customers? If so, you should consider conducting a conjoint analysis that will allow you to best identify your guest’s likings. Indeed, this research method can help you reveal valuable insights for your guest’s experience based on real-life scenarios.

What Does Conjoint Analysis Stand For?

Conjoint Analysis is a very popular research method that marketers use for the purpose of measuring the value guests place on facilities, amenities and services offered. Statistical techniques applied on results obtained enables to uncover guest’s preferences. Thus, it allows to better guide decisions when it comes to developing powerful brands and ensure profitable business. Below is a diagram showing what you can achieve with a conjoint analysis for your marketing strategies:

Image taken from: https://www.questionpro.com/blog/how-businesses- can-use-conjoint-analysis-for-market-research/

Conjoint Analysis Process for your Hotel

In order to proceed with a conjoint analysis for your property, you have to break it down into the different attributes defining your hotel. The next step would be to test different combinations of these elements in order to identify your customer’s desires. Through the participation of several participants from your target audience, you will be able to evaluate the components strengthening your property’s image. This will help you come up with conclusions as far as concern your business physical layout and operations. A conjoint analysis can be conducted to evaluate the perception of your guests towards your property’s facilities as follow:

Image taken from: https://www.semanticscholar.org/paper/Conjoint- Analysis-of-Price-Premiums-for-Hotel-Goldberg- Green/53bc9e1692181bcb117d58595935a5dd1f74d04d

This model can also be applied to help with the pricing decisions such as in the image below inquiring guests about several options:

Image taken from: https://www.qualtrics.com/au/experience-management/product/pricing- conjoint/

Courtyard by Marriott— A Hotel Concept Crafted through this Consumer-Based Marketing Technique

Marketing consultants conducted a conjoint analysis for Marriott International corporation in the late 90s which allowed the company to create a new hotel chain, Courtyard by Marriott. The study was an important guide for a new product development. Indeed, it helped determine a new hotel positioning, facilities physical appearance and market segment. This test marketing was successful as it launched a powerful hotel brand that has been significantly expanding.

The consumer study evaluated the main features the hotel would offer separately which were broken down into 50 different elements. This is how they divided the main aspects of the hotel and examples of the many different features they evaluated:

  • Hotel external facets (e.g:building, landscape, pool, location, size, etc.)
  • Rooms (e.g: size, design, AC, location, bathroom, etc.)
  • Food and beverage (e.g: restaurant, in-room dining, stores, kitchen, etc.)
  • Lounge (e.g: guest types, location, atmosphere, etc.)
  • Services (e.g: front office, bell desk, transportation, business center, maintenance services, children care, etc.)
  • Facilities (e.g: spa, fitness center, playgrounds, etc.)
  • Security (e.g: security team, video surveillance, smoke detectors, etc.)The results of the conjoint analysis helped create an appealing hotel branding aiming at offering a “special little hotel at a very comfortable price”. Using similar procedures, Marriott International was also able to develop several lodging brands appealing to different audiences.

    Marketing science can do as well as engineers or architects to design sophisticated hotel concepts. The conjoint analysis marketing model has proven to be successful for developing powerful hotel brandings and offering unique guest’s experience. It has helped hoteliers identify what really influence the consumer decision making process. Once you perform a quality conjoint analysis, you will obtain conclusive data that will allow you to have your property valuable more than ever in the eyes of your audience. Be ready as Marriott to develop an innovative brand that will make a difference in the hotel industry!


“Eat Your Greens” Trend’s Consumer Knowledge Impact in the Hotel Industry

If you are a hotelier looking to attract an important today’s niche market, then consider investing your efforts in following the vegan/organic trend. Indeed, there has been a rising interest in vegan diets that are becoming very popular especially among millennials. Indeed, this generation is significantly driving the hotel industry. According to the organization The Hotel Network (Links to an external site.), millennials are recognized for being travel-demanding. They are also known for their fascination to explore the world and live unique experience following the new market tendencies. Thus, the vegan movement should definitely be considered in your hotel food and beverage departmental strategies. If your restaurants are dominated by meat-based specialties, it is time to reinvent your menus in order to attract a very profitable audience nowadays.

How is the Vegan Trend Defined?

The Vegan trend can be defined by a lifestyle people adopt aiming at avoiding animal products in their food consumption. In fact, vegans do not eat meats, dietary products, eggs and any substance derived from animals. This movement has boomed due to growing concerns about animal rights and environmental reasons.

Consumer Knowledge Propelling the Shift in Consumer Behavior

Consumers nowadays are becoming more and more conscious about issues related to animal welfare, sustainability, well-being and health. As a result, there is a growing interest in vegan-products helping customers to commit to these popular causes.

As there is an increasing guest’s awareness when it comes to sustainable food, hotel professionals predict higher demands in the coming years. As a response to these rising concerns among hotel guests, numerous properties have adapted to the new organic/vegan food trend in their kitchen to satisfy the mindful guests.

One of the most famous hotel corporations in the world Hilton has partnered with the World Resource Institute (Links to an external site.)which has allowed the hotel group to be recognized for its commitment to serve food that is climate-friendly. In addition, this has made the company become popular for offering food that has low impact on greenhouse gas emission. Indeed, Hilton that is the first hotel group in the world has understood the awareness of its guests about the impact of food on the environment. Thus, its properties’ leaders have effectively trained its team members to be up-to-date with menu strategies.

Besides, #EatForthePlanet is one of the most famous movement on social media which reaches millions of followers especially among millennials. This shows how people are embracing these dietary habits and that it is essential for hotel operators to understand it well.

Hotel Industry Adjusting to Rising “Eating Green” Consumer Behavior

As hotel guests are increasingly interested in ordering vegan/ organic dishes, chefs have been forced to craft new menus to follow the innovative pace in the hotel industry. According to an investigation conducted from Kimpton hotel chain, (Links to an external site.) sommeliers, chefs and managers agreed that menus have to include wider vegan/ organic options to satisfy many of their hotel guests.

As food and beverage accommodation is an essential part of a hotel service, many potential guests nowadays would be looking at if a particular property is vegan-friendly to influence their booking choice.

Just a couple of years ago, certain vegan ingredients would not have been particularly well-perceived by guests. For example, according to a 2020 trend report from Kimpton hotels, (Links to an external site.) medicinal herb incorporated into dishes were found to be the favorite ingredients on its restaurants menus. These likely would not have been accepted by many guests if implemented in the past.

According to Nathaniel Farrell (Links to an external site.), the chef from the Laureate restaurant at the Hyatt Regency in Manchester, “plant-based products are reaching levels and, in some cases, surpassing the quality and taste of non-plant based dishes”.

A changing demand has been recorded in the industry which allowed hotel administrators to elevate their menus. Through experimentation and innovation, hotel chefs have “wowed” hotel guests through creating dishes that appear and taste like meat. Hotel chefs have created unique specialties with Impossible Foods (Links to an external site.) that mix 17 ingredients to taste and look like a real piece of “meat”. Indeed, Impossible Meat includes as much protein as in real beef. They are a must to appear in menus as they are pioneers in the vegan market.

As vegan-dietary preferences have been coming to light in the recent years, it is becoming crucial for your hotel team to think about tasty plant-based specialties you could implement in your menus appealing to a wide target audience. Menus in hotel restaurants will likely have plant-based food options representing greater shares of it in the future ahead. If you are looking to gain an advantage over your competitive set, show the dynamism of your property adapting to the new vegan food trends. Follow the fashion and start acting now with your food and beverage team to drive more booking conversions to your property!