Industry Update
Opinion Article11 February 2019

Digital Inspo: What Creative Hotels Are Doing Online

By Kerryn Gower, Marketing Coordinator at HEBS Digital

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Coming up with fresh and creative marketing initiatives is never an easy task. Hotels all over the world face fierce competition regardless of their destination. Utilizing creative ideas to attract guests can help hotels stand out in the crowd and help them to gain new and repeat visitors. Our new article series, Digital Inspo: What Creative Hotels are Doing Online, dives deep into a recent original campaign idea developed by a hotel brand.

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The Campaign

Last year, Hyatt Hotels partnered with then up-and-coming pop star Dua Lipa. The setting for the British musician's single "New Rules" was Hyatt's new boutique hotel, The Confidante, in Miami.

While the branding for the hotel is not overtly obvious in the video, every shot occurs inside the modern rooms or around the trendy pool of the Miami property. This partnership goes beyond a simple celebrity endorsement, appearance in a commercial, or a sponsored Instagram post. The creative partnership left behind a product that benefited both parties.

Along with the video, Hyatt produced several additional pieces of video content released across their social media channels as well as a branded Spotify playlist with songs similar to Dua Lipa's own musical style.

The Results

The goal of the partnership was to introduce Hyatt's new Unbound Collection, which boasts boutique- style accommodations that appeal to millennial travelers. It was a huge success, receiving over 1.6 billion views on YouTube and 20 million on Hyatt's owned channels.

Takeaways

This obviously was not a cheap project, and Hyatt spared no expense. However, the out-of-the-box idea can be adapted to hotels looking to appeal to a younger crowd. Utilizing video content with music or creating a campaign centered around music, could be a great way to attract that particular crowd.

If your hotel is near a concert venue, create a Spotify playlist that includes songs from artists that have performed there or are scheduled to perform in the future. Target advertising efforts to the fans of artists on social media and share videos from that artist in your hotel's Instagram stories to further appeal to millennials. For hotels, sometimes thinking outside of the box can pay off in a big way.

Kerryn Gower

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    ABOUT NEXTGUEST

    NextGuest Digital uses the latest in digital marketing technology to assist hotel brands in crafting their digital presence. Through the agency's smartCMS®, Content Personalization Engine, Smart Data Marketing, and other innovative initiatives, hoteliers see a drastic boost in direct bookings, as well as lower distribution costs and an increase the lifetime value of guests. NextGuest Digital is part of NextGuest, an all-encompassing partner that helps hoteliers acquire, engage, and retain their next guest. Based in New York City, the company is comprised of NextGuest Digital, CRM, Labs, and Consulting. www.nextguest.com | (800) 649-5076 | [email protected]

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