All that glitters is not gold for hotels on digital content - Hospitality Marketing
All that glitters is not gold for Hotels on Digital Content.
30 minutes before the meeting, Frank's team
was proud to deliver a keynote presentation
with top-notch content polished for weeks.
Frank worked extra hours with them giving
vision and expertise to the new Digital Content
Strategy plan. But this little splinter in his mind
that didn't let him sleep now has become a
He entered the meeting room with confidence
and introduced everyone the new plan.
In Pattterns, we have observed that most
hotels make critic decisions based on intuition
and past experiences. There is an obsession
with the most viral publications, campaigns,
and inﬂuencers of the industry.
When it comes to extrapolation, who gives
- Nice job with the presentation, Frank, but I
have some questions for you- said Burns, CFO
of the brand.
Which is the ROI of this? How could all
this push online reservations? How can we
measure attribution? How could...
- Yeah! And ﬁrst of all, what part of this will
make us diﬀerent from any other hotel? This
trend is what every competitor is doing now or
is about to do- interrupted McLure, the GM.
Frank's tingling is now a cold drop of sweat in
the back of his neck.
The underlining and essential question is:
What's the foundation of your
In Frank's opinion, there's nothing that could
prove wrong his plan, but for the committee
that is not enough. Are you relying on
something solid or just intuition?
Increasing Content Strategy budgets need
bigger assurances. We are in the era of
information, we need to make data-driven
It's been two weeks since the meeting, and
Frank has no answers yet. The new deadline
is in five days. He overlooked his Social Media
and web analytics dashboards. It only gives
him a cold feeling, but not a clue about where
His hands began to sweat an ocean. He moved his head from one person to another
reaching for allies, but even his better options were looking at their own papers, not
wanting to pick a side. All the executive committee of the hotel had questions. Legiti-
mate questions. And each one could kill his career in the brand.
is the heat coming from. Every statistic seems now superficial when he
thinks about creating something new to confront the committee.
Their questions are continuously tolling in his head, formulating
What if I could identify variables, trends, and behaviours?
What if I could trace down our potential guest digital
journey? What if I could transform all our data into tactical
Sure, turning Data Analysis and User Behaviour
Analysis into easy visual information will
help us make decisions and discover new
opportunities, but that's something that goes
beyond the traditional industry analysis and
superficial rankings of the competition.
We’re Pattterns, a creative research team
located in Spain. We’ve been more than 6 years
creating digital content for international brands
at agencies, and for a long time, we have seen
how many companies invest in Digital Content
having only superficial knowledge about their digital
competition landscape. That is why we came together
as a dedicated team with the purpose of going deeper.
After a lot of experimentation, we pride ourselves on
developing unique and professional reports based
on Content Mining and Data Science.
We want to introduce to you 'Instagram for
Hotels.' Thousands of Instagram pictures
published by hotels analyzed with Image
Data Science. Build your Content
Strategy based on the most
extensive and powerful research
on Instagram of the U.S. Hotel
Let’s change how we see
Improve today with
TALK TO SALES:
US +1 (914) 336-4549
EUROPE +34 (912) 485-775
For more information, visit pirsonal.com
Pirsonal makes hospitality's marketing communications relevant to the individual
to accelerate sales and increase engagement. We provide a state of the art
personalized video marketing platform that helps hotels evoke a reaction from audiences
of one, automatically. Named in the Top 10 Martech Startups 2018, Pirsonal is a trusted
personalized video marketing partner to enterprise brands and SMBs, combining the
power of multimedia personalization and marketing automation.