This Week in Hospitality Marketing Live Show 252 June 5th 2020

This Week in Hospitality Marketing Live Show 252 June 5th 2020

This Week in Hospitality Marketing Live Show 252

CoHosts
Melissa Kavenagh
Stephanie Smith
Stuart Butler
Ben Hanley
Tristan Heaword
Adel Gutmine Milne
Dean Schmit
Lily Mockerman
Show Notes
00:01 — Melissa reviews the latest numbers
00:56 — Is it safer to stay at a hotel or an Airbnb during your summer vacation? ‘We need to balance sanity and risk’
01:01 — What an AirBnB and hotel have different?
01:10 — Big brand CEOs predict eventual return to ‘golden age’
01:34 — Experts say buyer beware when it comes to Expedia partner recovery program
02:02 — Show ends
Topics
The latest study is out from Fuel Travel

Top Story

1. Is it safer to stay at a hotel or an Airbnb during your summer vacation? ‘We need to balance sanity and risk’

Brands & Product

2. Big brand CEOs predict eventual return to ‘golden age’
3. Travelodge UK, landlords face off in battle over rent
4. Is Hotel California a permanent answer to homelessness?

Intermediaries & Distribution

5. Experts say buyer beware when it comes to Expedia partner recovery program
6. Like it or not, the fate of your hotel is in the hands of OTAs
7. Travel agency consolidation might be a Covid consequence

Marketing & Strategy

8. Fuel COVID-19 Consumer Sentiment Study Volume 5: Guests’ Safety Will Dictate New Tech Needs
9. Not Every Brand Will Survive Covid-19, According to Hotel Executives
10. A new approach in tracking travel demand

Tech & Finance

11. CMBS Delinquency Rate Records Largest Monthly Jump Ever in May 2020
12. Hotels Race To Install Hottest New Tech For Post-Pandemic Travelers
13. 9 lies IT managers tell themselves

Boop!

14. 10 best non-fiction books on technology, design, and the future
       [NOTE: This is the geekiest Boop, ever…]

Ruh-Roh…

15. A Tourism Ad Touting The Florida Keys Reopening Hit A Nerve. It Has Been Taken Down
Hotel occupancies are on the rise – nothing dramatic quite yet as destinations slowly reopen, but cause for some optimism. However, I get the sense that many in the industry still think we will eventually get back to normal. If normal means annual occupancy rates in the 60’s and annual average daily rates in the $130’s – sure – we will eventually get there.
It’s just that everything else could be different – from operations and staffing, to distribution and marketing, to business models and finance. To be successful, you will need to think different.
Which reminds me of the famed Apple marketing campaign, created by Chiat/Day. As opposed to me giving my opinions on the topic, let’s instead listen to Steve Jobs, who had recently returned to Apple with the intention of resurrecting the firm from death’s doorstep.
Jobs explains the importance of brand and mission and the importance of being differentiated in the minds of customers. And then Chiat/Day executed the heck out of that strategy.
I would argue that the hoteliers who think different will be the ones who flourish. My guess is that the industry may need to largely reinvent itself. Those seeking to return to the glory days of the past will likely be roadkill.
Here is his explanation of the strategy (which includes the ad at the end):
Steve Jobs Think different / Crazy ones speech:
As an added bonus, here is an alternative take (and my preferred version) of the ad.  This one has Jobs narrating instead of Richard Dreyfus.  While Dreyfus was excellent, I have no idea why they didn’t go with Jobs – as the founder of the company, the words resonate with an authenticity and passion that makes it even more impactful.
Apple “Think Different” (Steve Jobs narration)

Founder / CEO of Hospitality Digital Marketing

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