Marketing

📱 Civitatis, in 2024-2025, saw 44.68% growth in followers, surpassing 1.5 million on Instagram and TikTok. Instagram grew 76%, led by Brazil. TikTok experienced double-digit growth among Gen Z and millennials. The "Disfruta la Tierra" campaign reached 190 million impressions. 65% of followers are women aged 25-45. Spain, Argentina, and Mexico are key markets. Future trends include TikTok Maps, AR integration, and long-form YouTube videos. Civitatis continues to focus on UGC and personalisation.

📈 98% of boutique hotel websites lack a clear reason to book direct. “Best Rate Guaranteed” isn't enough, as guests see it on Booking.com too. To boost direct bookings, hotels should highlight unique perks: complimentary breakfast, free upgrades, flexible cancellation, early check-in/late check-out. Repeating these benefits on the homepage and room pages builds trust, essential for direct bookings. It's not just a call to action; it’s a value proposition.

📈 Shares of Tripadvisor are experiencing a surge today. A 23-page strategic plan was created using AI on Gemini in just one prompt, suggesting it's as effective as consultant teams' efforts. The trip-planning tool, unchanged in two years, claims dubious conversion increases. Quality reviews remain valuable, but general travel content is deemed nearly valueless by AI. Tripadvisor's strategy, particularly in AI's realm, is under scrutiny. Loyalty programs might be introduced this summer, raising questions about Tripadvisor's future strategy.

📚 LVMH spends $9.5 billion annually on brand building, despite claiming not to focus on marketing. Airlines profit significantly from loyalty programs by selling miles to credit card companies, leading to user dissatisfaction. Cloudflare's CEO reports a decline in website visits, urging better AI-focused SEO strategies. Ritz-Carlton's Cannes-winning ad highlights luxury hospitality. Google's AI voice search is advancing, promoting voice over typing. Hotel tech innovation requires improved API integration, and marketing ROI debates continue in boardrooms.

📦 89% of marketers say gifting enhances influencer relationships. 62% of consumers watch unboxing videos before purchasing. PR kits face logistics challenges like limited runs, tight deadlines, and high shipping costs. Assign unique UTM links for impact tracking. A strong concept turns the kit into a mini-campaign. Include hero products and new launches. Design memorable unboxing experiences with custom packaging. Emphasize sustainability with eco-friendly materials. Brands like Briogeo, Glossier, and Sol de Janeiro are featured.

📰 In February, Minor Hotels saw a 104% year-over-year increase in website traffic, with direct online bookings at Anantara resorts jumping by 41%. Bookings surged 53% and 180% during weekends of February 17 and 24, linked to "The White Lotus" season premiere. Anantara Bophut Koh Samui Resort capitalized by offering themed experiences, enhancing guest engagement and upselling opportunities. The strategy leveraged cultural buzz to boost conversions and revenue, illustrating the impact of storytelling in hospitality marketing.

📱 Kristian Olsen, founder of the award-winning agency Atypical, shares insights on adapting marketing strategies for Gen Z consumers at a keynote session. With clients like LG, WWE, and Jeep, Olsen highlights the shifting media consumption patterns among generations X, Y, and Z. He emphasizes the importance of social media and content marketing, detailing how businesses can effectively engage these audiences and avoid missed opportunities.