LuxStory

Strategies For Staying Connected

Vanessa Marziale — Thu, 11 Jun 2020 21:40:12 +0000

June 2020 • ISSUE NO 06

Strategies For Staying Connected

3 must do's for a hotel reopening

Summer beckons and hotels around the world are opening or preparing to open in the new normal. Many will begin with welcoming domestic travellers before international borders are open once more. As you gear up to reopen with new safety standards, remember that necessity breeds creativity. There are many restrictions and obstacles in the way, but innovation will follow. It’s still possible to create a joyful, safe haven for guests, although hotel stays may never look the same.

Consistent communication will be key to assure travellers that it’s safe to return. Display a link to COVID-19 procedures as well as safety and hygiene measures from your homepage so the information is readily accessible to anyone considering booking a room. The Wynn Las Vegas has made their entire 30-page health and disinfection program available to peruse along with a safety video tour. LuxStory can also assist with creating safety and hygiene video and photo content for your property.

Prior to arrival, send a welcome letter detailing your standards of health and hygiene, highlighting additional precautions that are being taken. Will health declarations and temperature checks be required for all guests and colleagues? Let guests know what to expect beginning with the check-in process and inquire about guest preferences for service levels and interaction with staff so that you can balance safety and hospitality accordingly.

The Kimpton Gray Hotel in Chicago did a lovely job last week with a welcome letter from the general manager as soon as we booked a room, detailing modified services including instructions on social distancing and check-in. Luxury services like valet parking and nightly turndown may be paused, but alerting guests to these changes in advance will prevent disappointment.

A recent survey of 1,280 US-based frequent travellers by travel and lifestyle communications agency Zapwater Communications revealed that resort and hotel safety protocols ranked as the highest priority (75%) influencing immediate travel decisions.

Hotels need to prioritize safety and security, making guests feel comfortable without amplifying fear. It’s a delicate balance to strike when too much medical symbolism could generate more fear than relief. Rethink welcome amenities – the traditional hot or cold towel at check-in could have additional sanitizing benefits. Provide each guest with personalized PPE – branded masks, gloves, hand sanitizer and wipes to give guests peace of mind. As part of the Mandarin Oriental Hotel Group’s “We Care” Initiative, these branded amenities have become as common as a pen and stationery in each guest room.

Influencers want to do their part in helping their travel community get through this crisis, so don’t be afraid to speak to your engaged influencer community and ask for help in promoting your reopening. Implementing a local influencer strategy can be a great, efficient way to communicate with travellers with an authentic manner.

If you do not have a budget to work directly with influencers on new campaigns right now, approach your network of influencers who have visited recently or specialize in your destination to see if they would be willing to share a post or story in support.

Canadian travel writer and influencer Heather Greenwood Davis is already talking to several domestic destinations about future visits. “People are acknowledging the crazy times we are in and they are reminding me that travel has a future that includes me visiting their spaces again down the road,” she says. “Usually there is also a cocktail recipe or a photo to remind me of what’s out there. I think that’s appropriate.” In the meantime, Greenwood Davis is supporting places she’s enjoyed visiting through Instagram posts and blog posts looking back fondly on travel memories. “My posts have taken on a tone of reminding readers why we travel and why it’s important we continue but without a hard push that they board a plane or train anytime soon.”

Now is the time to customize your online content with clear, purposeful messaging. LuxStory can help you create impactful social media assets and marketing materials for your re-launch, crafting visual stories that move, inspire, and increase brand awareness. We use local content creators throughout America and the Caribbean in order to support small businesses and work with local talent wherever possible.

Check out our past newsletters here:

Strategies for Staying Connected: Tips on What to Post During this Time

Strategies for Staying Connected: What Does the Industry Post COVID Look Like?

Strategies for Staying Connected: Leveraging Influencers in the Travel Space Right Now.

Contact us today at info@luxstorymedia.com to start the conversation today.

The post Strategies For Staying Connected first appeared on LuxStory.

strategies for staying connected

Vanessa Marziale — Fri, 22 May 2020 17:19:06 +0000

MAY. 2020 • ISSUE NO 05

strategies for staying connected

Content Ideas For LinkedIn

LinkedIn has often been overlooked by busy marketing and digital media teams focusing efforts on Facebook and Instagram while scrambling to create new accounts on TikTok and Vine. However, that shouldn’t be the case.LinkedIn reaches more than 575 million professionals globally and is the premier social network for B2B marketing efforts. HootSuite offers a great primer to utilizing LinkedIn if it hasn’t been a focus for your brand thus far. Like with any social media platform, posting regularly is key to growing your audience.

Now, more than ever, as the travel industry comes together to figure out what the new normal will look like for all of us, it’s important to be part of the industry-wide conversation while collaborating and learning from colleagues and competitors alike. By positioning yourself as thoughtful, engaged and compassionate on LinkedIn, you can attract talent and engage in conversation with business travelers, many of whom are especially active on LinkedIn.

According to LinkedIn, video is five times more likely than other types of content to start a conversation among members and LinkedIn makes it easy to share organic native video. Videos on LinkedIn can be a maximum of 10 minutes, either horizontal or vertically oriented, but viewer statistics show that it’s best to keep videos between 30 second and 5 minutes for maximum impact.

Fairmont Hotels & Resorts recently shared this wellness video for National Travel Advisor Day to lead viewers through a few simple stretches to combat tight shoulders and hips that might result from a sedentary lifestyle. This is a great example of highlighting individual team members, humanizing a large brand, showing gratitude for partners and providing viewers with something useful and immediately actionable.

We are all happy to share good news these days, and companies should not be shy about promoting their generosity and charitable initiatives. Recently, Hyatt Hotels announced a partnership with American Airlines offering complimentary vacations to thousands of staff at NYC Health + Hospitals / Elmhurst Hospital in Queens, NY and extending their friends and family rate to healthcare workers worldwide in need of a vacation. Many readers and followers might know a healthcare worker friend or loved one and this post received hundreds of reactions and shares as people sought to spread the good news so their own networks could benefit.

Toronto-based Drake Hotels celebrated the Drake Motor Inn’s recognition as the only Canadian hotel named to Condé Nast Traveler’s annual list of best new hotels in the world. One&Only Resorts also shared the good news of One&Only Gorilla’s Nest in Rwanda being named to the same list. Even in difficult times, it’s ok to be proud of what you’ve accomplished and spread positivity. Just be sure to strike a tone of gratitude and humility.

Not every post has to be directly about your business, service or product. In these tumultuous times, articles are published daily musing about what the future of travel might look like. Now is a great time to give company leaders a voice in an editorial-style blog post. This can help build authority among peers and ignite meaningful conversation about your company’s mission and values. Humanize your brand, don’t be afraid to show vulnerability and give your audience the chance to peek inside your company culture.

Thought leaders don’t necessarily have to be top executives either. If there’s an employee with a particularly poignant perspective on a timely issue, giving them an opportunity to be heard can be just as valuable if not more so than hearing from the CMO. This demonstrates to your team and your audience that you value different points of view and are not afraid to entertain new ideas and engage in debate.

LinkedIn is also a great avenue for getting the word out about any webinars you might be hosting. Destination British Columbia has launched a series of webinars to support their tourism industry partners on the road to recovery and posted on LinkedIn to encourage registration.

The post strategies for staying connected first appeared on LuxStory.

Strategies for Staying Connected

Kaiser I. — Fri, 15 May 2020 17:43:04 +0000

May. 2020 | Issue No 04

Strategies for Staying Connected

Leveraging influencers in the travel space right now

As destinations and hotels begin a phased approach to reopening and adapting to a new normal, influencer marketing is a valuable tool to help get a brand’s message across. Whether you’re deepening existing relationships with influencers or looking for new influencers to work with, the right partnerships will be powerful.

After a sharp dip in early March, hotels and resorts have seen social media engagement bounce back across Instagram, Twitter and Facebook. It’s been encouraging to see that throughout the crisis many influencers have done a great job of supporting small to medium sized businesses. Vancouver-based Claudia Laroye has been supporting local businesses and non-profit fund-raising efforts through Facebook and Instagram posts, as well as looking ahead to a more sustainable future for travel on her blog. Likewise, Alexx Hayward has been encouraging followers to buy gift cards to support some of her favorite small businesses to help them survive the crisis. Influencers want to do their part to help their travel community survive this crisis, so speak up to your engaged influencer community to ask for help.

Even destinations and resorts that previously received many international travellers will be relying heavily on drive market and local travel for the short-term, so hyperlocal influencers have become more important now, than ever before. These local travel experts can amplify your message and be key to your success as you reopen. Influencers will be among the first people to begin travelling again, so implementing a local influencer strategy can be a great, low-budget way to communicate with travellers as we look towards reopening. Enthusiastic recommendations, and demonstrating a safe and comfortable experience will help drive business for the short-term.

For example, Sarah Greaves-Gabbadon is a Miami-based travel writer and influencer specializing in Caribbean travel. She has launched a series of videos on IGTV (#TBTWithJSS) to highlight some of her favorite Caribbean destinations and has even informed her followers on where to buy stylish face masks in the Caribbean on her blog. Each week Greaves-Gabbadon has been hosting hour-long Instagram Live broadcasts with her contacts in Caribbean tourism about their lockdown experience, and offering insider tips for where to stay and what to do, see and eat in their destination. “As destinations declare themselves COVID-free, I’ve been sharing the news on my Facebook page and on Instagram,” she says. “My goal is to inspire people to visit once they feel comfortable, not to force them before they do.”

Destinations and hotels need to be careful not to appear tone deaf by encouraging premature travel, but beginning to plan awareness campaigns is a smart move as travellers are daydreaming and planning future vacations. Determine what your phased reopening approach will be and communicate that clearly on the homepage of your website along with a pinned Tweet and prominent Facebook and/or Instagram post, or archived story detailing all the steps you are taking to make your guests feel safe when they are ready to travel again.

Now is a great time to check in with your network of influencers and begin discussions about travelling to your location when things begin to reopen.

Canadian travel writer and influencer Heather Greenwood Davis is already talking to several domestic destinations about future visits, even though dates cannot yet be confirmed. “People are acknowledging the crazy times we are in and they are reminding me that travel has a future that includes me visiting their spaces again down the road,” she says. “Usually there is also a cocktail recipe or a photo to remind me of what’s out there. I think that’s appropriate.” In the meantime, Greenwood Davis is supporting places she’s enjoyed visiting through Instagram posts and blog posts looking back fondly on travel memories. “My posts have taken on a tone of reminding readers why we travel and why it’s important we continue but without a hard push that they board a plane or train anytime soon.”

I’ve never engaged in Influencer Marketing before, or the contact who typically engages influencers is currently furloughed – how can I open up with dialogue during these times?

If you are looking for introductions to reputable local influencers, begin by asking another trusted influencer for recommendations. Start by interacting with these influencers through social media, liking and commenting on their photos, reading recent blog posts, then reaching out via direct message or email. Search through your tagged photos on Instagram to see who has visited you in the last year or so – reaching out to natural ambassadors is the most organic way to develop authentic relationships.

Third-party partners like LuxStory can help you source hyperlocal influencers that fit your target demographic. We also offer a deferred payment program which is a perfect opportunity to begin the work now and pay once the revenue begins to flow back in.

How can DMOs keep relationships with influencers alive when they know their budgets will be severely impacted for the year(s) to come?

Reach out to other bordering DMOs to combine resources for road trips and connect with state and provincial contacts to coordinate budgets. This is a lot more cost and time-effective for all partner organizations as well as for influencers.

Being honest with influencers is critical. Payment might not be possible, but outline what support – hotels, meals, hosted activities, a gas stipend – will be provided and what your expectations are. You may also be able to offer a sneak peek at an exclusive new experience or amenity that would be of value to the influencer and their audience.

Getting through this pandemic together will bring the travel community closer together than ever before. Travel influencers realize that their livelihoods depend as much as ours do on a thriving, robust culture of travel. Brands that have practiced true hospitality with open hearts over the years have built up goodwill and loyalty. We must believe that compassion and kindness will prevail.

The post Strategies for Staying Connected first appeared on LuxStory.

Strategies for Staying Connected

Vanessa Marziale — Wed, 13 May 2020 17:33:23 +0000

May. 2020 | Issue No 04

Strategies for Staying Connected

Leveraging influencers in the travel space right now

Now is a great time to check in with your network of influencers and begin discussions about travelling to your location when things begin to reopen.

I’ve never engaged in Influencer Marketing before, or the contact who typically engages influencers is currently furloughed – how can I open up with dialogue during these times?

If you are looking for introductions to reputable local influencers, begin by asking another trusted influencer for recommendations. Start by interacting with these influencers through social media, liking and commenting on their photos, reading recent blog posts, then reaching out via direct message or email. Search through your tagged photos on Instagram to see who has visited you in the last year or so – reaching out to natural ambassadors is the most organic way to develop authentic relationships.

Third-party partners like LuxStory can help you source hyperlocal influencers that fit your target demographic. We also offer a deferred payment program which is a perfect opportunity to begin the work now and pay once the revenue begins to flow back in.

How can DMOs keep relationships with influencers alive when they know their budgets will be severely impacted for the year(s) to come?

Reach out to other bordering DMOs to combine resources for road trips and connect with state and provincial contacts to coordinate budgets. This is a lot more cost and time-effective for all partner organizations as well as for influencers. Being honest with influencers is critical. Payment might not be possible, but outline what support – hotels, meals, hosted activities, a gas stipend – will be provided and what your expectations are. You may also be able to offer a sneak peek at an exclusive new experience or amenity that would be of value to the influencer and their audience.

Getting through this pandemic together will bring the travel community closer together than ever before. Travel influencers realize that their livelihoods depend as much as ours do on a thriving, robust culture of travel. Brands that have practiced true hospitality with open hearts over the years have built up goodwill and loyalty. We must believe that compassion and kindness will prevail.

Check out www.luxstorymedia.com for our past newsletter:

Strategies for Staying Connected: Tips on what to post during this time.

The post Strategies for Staying Connected first appeared on LuxStory.

Strategies for Staying Connected

Vanessa Marziale — Tue, 05 May 2020 16:28:08 +0000

May. 2020 | Issue No 03

Strategies for Staying Connected

What does the industry post covid look like

The impact of the COVID-19 crisis has reverberated through every country and every industry, with travel being among the first to be affected and dealt a particularly difficult blow. Barely a month after worldwide lockdowns and border closures effectively sealed off entire countries from reach, many are already looking back fondly on the halcyon days of travel.

Until February, a pressing crisis for the leisure tourism industry was actually overtourism. Blooming economies were growing flight routes, making the world more accessible than ever before and flooding destinations like Iceland, Barcelona, and Tulum with more tourists than they could handle. Now the existential crisis is the industry’s very existence.

While leisure tourism’s return is sure to be haphazard, with different paths to reopening for different destinations, there are some trends that will ring true globally.

As different cities, states/provinces and countries have staggered timelines for reopening, travelers itching for a getaway will be more likely to cautiously venture out in their own backyards first. Expect a deeper appreciation for the hyperlocal and support of local small businesses at a time when the importance of community and human connection has never been more tangible. Larger brands can partner with independent businesses within their communities to build goodwill and grassroots support.

Road trips to locations like The Point in Upstate New York, Langdon Hall outside Toronto and Long Beach Lodge Resort on Vancouver Island (guests can enjoy themselves in nature with luxury accommodations and dining while continuing to observe social distancing guidelines) will be safer than anything requiring a flight. Far flung bucket-list destinations will no longer be quite as appealing amidst ever-changing regulations, especially considering that international vacations may require mandatory quarantines upon arriving home.

Countries like New Zealand, who have done an admirable job of flattening the curve, will be cautious about letting foreign travelers back in. Around the world, domestic tourism will be the first step to reopening borders to leisure travelers.

Wellness tourism was already growing twice as fast as the overall travel industry in the past several years, and the pandemic only underscores the importance of physical, mental and emotional well-being.

Immunity boosting meals, amenities and spa treatments will proliferate and destination spa getaways like Miraval, Chiva-Som and Sparkling Hill Resort will entice an even broader audience. In-room spa treatments will become more popular among guests seeking to minimize physical contact. In-room dining menus will expand and innovate to provide more novel dining experiences – a multi-course meal al fresco with live music or a private cooking lesson in the comfort of your suite.

We hope the focus on wellness extends to the environmental impact and sustainability of travel too. With dramatic reductions in pollution globally during the lockdown, perhaps slower more intentional travel and longer stays incorporating more meaningful interactions with the local community will eclipse the jetsetting travel lifestyles flaunted on social media.

With extended time in quarantine, we have explored new virtual ways to connect with friends through Zoom happy hours, Jackbox.tv game nights and Instagram Live yoga classes. However, these virtual substitutes only go so far to satisfy our needs for in-person social connection.

Once travel is possible again, look to these same groups to bring their virtual bonds offline in a tangible, experiential fashion. Friends who have had to cancel trips will be looking to rebook alternatives. After sheltering in place with family, or solo, now is the time for friends to reconnect and let loose. Golf weekends or beach escapes could be just the ticket after feeling cooped up from sheltering in place. New norms for social distancing will still apply, but resorts and tourism destinations can appeal to girls’ and boys’ weekends. Outdoor adventures and experiences in nature will be favored, whether that’s canyoning, hiking, snorkeling or wakeboarding. More than ever, travelers want to feel alive and an exhilarating experience shared with friends will strengthen bonds and create new memories.

MEET THE TEAM

Bhargavi Varma

Connie Contardi

Vanessa Chopra

Check out www.luxstorymedia.com for our past newsletter:

Strategies for Staying Connected: Tips on what to post during this time.

The post Strategies for Staying Connected first appeared on LuxStory.

Strategies for Staying Connected

Vanessa Marziale — Fri, 01 May 2020 15:58:09 +0000

April. 2020 | Issue No 02

Strategies for Staying Connected

Tips on What to Post During this time

We kick off our first newsletter in our online conversations with you with a guideline to double down on connection, relationships and community.

You might feel at odds showing up on social media at a time when people, be it your staff, your customers and your personal networks are going through a wide range of emotions. Admist this chaos, it is important to recognize that businesses, especially in the hospitality and travel space, can still be a source of joy, kindness and hope to the community. Understanding that creates a space within which to do things perhaps a little (or lot) differently that you have before.

To your community you might be looked upon to keep them in the loop regarding what your businesses’ needs are in order to continue serving them well. That can be done with real time updates and asks on social media, where most of our conversations have shifted. Don’t be afraid as a businesses to ask for what you need. That’s what will keep the people who care about your business informed and aware of your what to do. Provide action items for those waiting and willing to help.

How is your business doing? How are your products/services going to be available to clients and customers? What is your plan for the time being? Commit to showing up for your audience and community in this difficult time. Don’t be afraid to show behind-the-scenes and let people in. Humans are looking for connection in this isolation, so keeping it real will serve you well long term and engender loyalty among your followers and guests. Strengthening your bond with guests now will lead to recommendations and revenues later on.

Here are some examples of brands that are doing this well:

How can your people who do have the means to help offer a hand? Do you have gift cards available? Do you have specific products or services that would be especially helpful during this time?

Here are some examples of brands that are doing this well:

How are you handling this shake up? What takeaways or perspective shifts are you experiencing? Are there realizations that would believe would be valuable to share, or do you have tips for others going through anxiety or fear? Giving away value will endear your community to you and help to continue building a strong foundation of of trust.

Considering how many parents are now home-schooling children, developing educational materials to engage kids and parents to make learning fun is another smart move. For example, on O’ahu, Iolani Palace has a collection of virtual experiences and activities for kids while the Waikiki Aquarium is offering free marine animal drawing lessons with a local artist.

LuxStory is happy to help brands looking to craft this type of content in a brand voice and tone that fits your business. Recognizing the current landscape for our community of travel & hospitality brands, we choose to offer value to you by providing a deferred payment plan option for new clients.

The post Strategies for Staying Connected first appeared on LuxStory.

Welcome to Strategies for Staying Connected

Vanessa Marziale — Fri, 01 May 2020 15:57:14 +0000

April 21, 2020 | Issue No 01

Welcome to Strategies for Staying Connected

To say that these are uncertain times is certainly something you’ve heard, a lot (maybe too much), over these past weeks.

Physical distancing and self-isolating are now words that feel like uninvited guests who barged in, made themselves comfortable and then informed us that they plan to stay a while.

So, as we navigate this new reality in both our personal and professional lives, so many of us, globally, have turned to the online world for communication and community.

In doing so, we have transferred our need to connect with the moments that bring us joy: a great hotel stay, a fabulous meal, decorating our space or the purchase of a new home – into the online world.

For the brands and businesses that are a part of providing those experiences, your current and future customers are looking to meet you online to continue the conversation and be engaged.

The obvious next question then is, well, how do we do that? Especially while being sensitive and not tone deaf to the myriad of emotions that are accompanying this period in our lives.

How do you connect with a future traveller to your hotel or destination when they are currently cooped up at home? How do you provide value to a potential home purchaser when physically viewing a space isn’t an option right now?

How as a business, do you cut through all the volumes of content about marketing during Co-Vid now that we have all been at this for weeks?

Oh, and what are colleagues in the industry and other verticals doing and seeing a positive response to? Are there any examples of good, ahem, pandemic social media (sigh) now that we are eight weeks in?

During this time, LuxStory will provide you with a toolbox of social media tips, a curation of what has been working in social media marketing since this global shift and an action plan to keep the dialogue going and value focused.

For net new clients, LuxStory is also offering a deferred payment plan to manage your brand’s social media and to help your social channels stay connected, engaged and grow – now and in the long run.

Now, as with every toolbox, there are some nuts and bolts:

How often will I receive an email from LuxStory?

We will be sending out our roundup of what’s working, resources and tips 2-3 times a week and do the heavy lifting of cutting through the clutter for you.

By The Way, what is LuxStory?

LuxStory Media is a Cannes award winning, end-to-end boutique content company with a home base in Toronto and a global network of content creators. We provide strategy, production, post production and social media management for a wide range of clients in the travel, hospitality and real estate sectors. We work directly with the brand, collaboratively with agencies and maintain a curated roster of creators and influencers.

Sorry, I’m not interested ….

We don’t take offense, we promise. We are sad to see you leave but completely understand if you’ve got this covered. Simply click on the ‘unsubscribe’ button and we will cross you off our list.

Here is a sneak peek of what you can expect from us next.

Strategies For Staying Connected: Tips on what to post online during this time.

Strategies For Staying Connected: Engaging with Influencers in unprecedented times.

Strategies For Staying Connected: Five Marketing Tips during COVID-19.

A welcome message from our Co-Founder Bhargavi Varma.

MEET THE TEAM

Bhargavi Varma

Co-Founder

Connie Contardi

Co-Founder

Vanessa Chopra

Director of Marketing and Business Development

The post Welcome to Strategies for Staying Connected first appeared on LuxStory.