Hospitality 1, 2, 3 - the return to 'normality'
words by Nikki Trailor, photography by Marco Joe Fazio (AOP)
How hospitality brands can adapt their marketing to stay ahead of the curve
The race is on for hospitality brands to show customers what they’ve been missing.
People are desperate for a dose of normality - to go out and dine with friends, to sip cocktails at their favourite bar and to hear the buzz of other people revelling in the experience - but some are also nervous about what ‘normal’ looks like.
So how can hospitality businesses entice customers while reassuring them at the same time?
It’s tricky to balance but getting it right can make all the difference in securing bookings as business resumes.
Here are our ideas for setting yourself apart right now:
#1 // Update your messaging and opening hours
People want information quickly, so if they aren’t instantly reassured that you are open and operating safely, you can guarantee they’ll be back on Google looking for the next bar quicker than you can down a tequila shot.
Update your opening hours on every channel, Facebook, Google and Instagram included. Add a pop-up to your website if you can which shows on every page. People land on your website in the most random places, don’t assume that your homepage is enough.
If you haven’t already, add an easy-to-find page or post on all the social media channels you use to show how you’re adapting to new guidelines. This could be a story highlight on Instagram or a pinned post on Facebook.
It’s amazing how many businesses aren’t doing this so by keeping on top of it you’ll be one step ahead.
#2 // Help people to find you
Use Google data to find what people are searching for. Update your keywords to help you appear on relevant searches (SERPs for all you marketers) and update old blog posts to freshen everything up and speak to your audience.
If you’re a local business, make sure you’re listed in all relevant directories, that all your information matches up and that your listings are optimised for search where possible.
If you have any budget for Google Ads or social media ads then make sure your ads line up with people’s search intent. For travel companies, this could be focusing on destinations that are opening up to international travel, for restaurants this could be placing an ad on local business search terms.
And if you’re new to Google Ads or sponsored social posts then now is the time to hire an expert - a freelancer would be a good place to start if you don’t have a budget to commit long-term.
Now is not the time for guesswork. Mistakes in ads can be costly.
#3 // Get people excited again
Nothing captures our imaginations like enticing imagery and smooth storytelling. ‘Good’ images just don’t cut it if you want to stand out. They need to inspire and trigger people’s imaginations. Social media captions need to be scroll-stopping and engaging, not just something you’ve seen elsewhere and banked for later.
Be original and be shamelessly you.
This applies to your website too. Your images should make people want to taste your food or sleep in those high thread-count sheets. Your wording should be on brand and aligned with your photography - Don’t underestimate the power of getting this right; people can sense when things don’t align properly and it causes mistrust, making them less likely to buy from you.
These few simple changes are easy and quick to action and won’t break the bank, even if you need to enlist help.
If you’re still not sure where to start then check out our Hospitality Marketing Bundle. To support hospitality businesses as they navigate this turbulent time, we’re offering a 25% discount on photography and copywriting services to give you a marketing boost.
For a bespoke marketing package then let us know what you need here.
credits & acknowledgements
words // Nikki Trailor
photography & production // Marco Joe Fazio
models // Zara Durrani, Alix Cantenot, Sabrina Gladio, Ariane Shari
all photos were taken on location in London, Paris and Lisbon
