As popular as digital platforms are these days, it is important to not discount content made with desktop computers in mind, especially when it comes to marketing for your hospitality business.
At least that was one of the takeaways from the infographic by MDG Advertising on “Hospitality Marketing in 2018: 5 Digital Trends to Watch.”
The agency is predicting many changes in the space for 2018. The main reason why is because it is constantly affected by evolving technologies and consumer trends— including a growing Gen Z population.
Although the infographic takes a deep dive analysis of how these changes will affect the travel industry, these demographic and tendency changes affect all brands in the hospitality space, including restaurants.
One thing is for sure, though, digital channels should be the top priority for brands. Not an afterthought.
Computers still show as the leading platform “for the middle stages of trip planning, which might include finding the right hotel or eatery,” according to “Modern Restaurant Management.” “Sixty-seven percent of travelers use a desktop computer to book accommodations. Although desktops are still important, it’s important to plan for a smartphone-first future since Gen Z and Millenials are more open to using this tool throughout the research, booking and actual traveling process.
So, which digital platforms are the most influential for consumers?
Just remember that visual content is king, especially when it comes to the hospitality industry. Consumers say that Snapchat, Instagram, and Youtube are the three most influential platforms for travel content— that means entertainment, food, stay… you name it.
Last thing to remember is that while loyalty members are engaged in programs that benefit them (For example, "55 percent of travel loyalty members say program membership plays a role in their decision-making process when booking a trip," according to the infographic by MDG Advertising), consumers are not always loyal and are open to switching programs if a better offer comes along.
Consumers are smarter than ever and they favor brands that can truly offer an added value to their travel experience. To position your brand for success, keep that fact in mind and cater to your consumer’s preferences when it comes to their content, device of choice and travel behavior.
To learn more read “Modern Restaurant Management.”