Latest / Suite Spot: A Hotel Marketing Podcast / 199 – Social Success Series: Arlo Hotels
Transcript
- Cassady Quintana: Welcome to the Social Success Podcast, where we have conversations with top hospitality professionals about successful digital marketing strategies, emerging trends, and how to connect with today's travelers. I'm your host, Cassady Quintana. Hello everyone, and welcome back to another episode of the Social Success Podcast, a Suite Spot Podcast powered by Travel Media Group. I'm your host, Cassady Quintana, and today we're gonna be talking about the importance of having an authentic social media strategy. Joining me today is Dino Jevric, Social Media Manager at Arlo Hotels. Dino, thank you for joining me. Dino Jevric: Thank you for having me. So excited. Cassady Quintana: Yeah, me too. So, to start, tell us a little bit about your role, maybe some of your history and how you got involved at Arlo Hotels. Dino Jevric: Yeah, so, I'm the social media manager at Arlo, so I lead social media brand wide, across multiple properties and outlets. And basically my role sits at the intersection of brand content and performance. So, from day to day, as you probably know in social, it's a different challenge every day. There are some days where I'm working on the production side of things. Some days I'm working on planning performance on other days. So it's a constant mix of creative and analytical work. And I think ultimately in my role, I'm not just focused on making things look good, I'm focused on how our content actually influences our guests journey. And that's all the way from discovery to conversion. And kind of how social plays a role in every step of that process. So that's basically my role at large. And yeah, that kind of sums it all up. Cassady Quintana: Yeah, no, totally. That's awesome. And kind of, we're seeing this evolution of social media. So in your experience, how are you seeing how people are discovering hotels through social media now versus maybe how we used to through Google or OTAs? Dino Jevric: I think that there's definitely a very, very big shift of how people have been discovering hotels, especially in recent times. You know, historically people have always gone to, you know, straight to Google and asked, you know, best hotels in X area, right? Or they go straight to the OTAs, like TripAdvisor and stuff to find out what people are saying and, you know, different reviewers and stuff. But I think that now what we're really seeing is that people are using social media in its place, and they're using social media as a search engine, and people are turning to platforms like TikTok or Instagram to, you know, examine their options and see what hotels look like in real life and hear experiences of what it's like to stay there. And not only are we like, and that's only from, you know, the top of the funnel, what we're really used to seeing, but we're now actually seeing it move down further into the funnel into actual booking behavior. So with platforms like TikTok where they recently integrated booking.com and Expedia directly into the app, it's allowing viewers to book without ever having to leave the platform. So they're discovering hotels there, they're seeing what the hotel stay is like, but then they're also now a lot of the opportunity to book through these apps. And on top of that like we're seeing this gap between OTAs and social media really closing, Expedia did a report recently where they found that 80% of travelers still use OTAs,at some point in the booking journey. However, social media isn't falling far behind with nearly 60% of travelers also using social media in their path. So I think that we're really starting to see that gap shorten, and yeah, that's kind of what the future of social media with the travel industry is where it's going. Cassady Quintana: And it's kind of crazy to see because those integrations, like you mentioned with Expedia on Instagram, booking.com, on TikTok, like how quickly that happened and how quickly it's gonna continue to happen. So I always think about hotels that aren't on social media all, or still haven't bought into how important social media is, and like how far they're falling behind, and it's just gonna continue to get worse. So as we see that kind of shift happening, what do you think hotels should be thinking about the most when they're starting to plan their social media content for the upcoming month? Like, what's really important and what should they keep in the front of their minds? Dino Jevric: I think ultimately hotels need to realize that social media is more than just a marketing channel. I think, you know, historically social media has just been a place for hotels to kind of post pretty photos and, you know, showcase the spaces in their hotels. But I think that content is now moving away from being aspirational. And it needs to, now, because of this introduction of being able to book on these platforms, it needs to now be way more informative and decision driving. So, you know, instead of those static, you know, luxe polish content and photos, hotels need to invest in reality. And that's a really big thing that we've been doing at Arlo, is really showcasing the hotel from a real standpoint and really showcasing the experience that you get before you even step onto property. So yeah, in the end, the hotels that are really gonna win are the ones that are treating social as a bridge between inspiration and conversion, rather than just a place to post content. Cassady Quintana: Absolutely. I agree. And I kind of like this shift in Instagram, right? When Instagram first came out, it was super, you gotta add a filter, it's gotta be the perfect shot. Like it needs to look its best. And now it's the total opposite because of AI and because of all this fake things we're being fed, Instagram's kind of reverting back to, well, no, we wanna see real people. We wanna see real events, we wanna be able to see ourselves in those experiences. So kind of what type of content do you think is performing best when people are in that discovery phase or when they're actively looking for somewhere to stay? Dino Jevric: I mean, the answer is very, very obvious. I think it needs to feel real. The type of content that you need to be showcasing is stuff that feels real. You know, no one really wants to see another photo of, you know, a perfectly made bed. No one wants to see, you know, those still life images of, you know, your lobby. People really want to know what the experience actually looks like rather than just a polished version of it. And I think targeting concepts like a day in the life, or even like taking people around the neighborhood are different ways that people can showcase that and that brands can really capitalize on these things. We've implemented this a lot at Arlo and we've seen like very sizable results from it. So yeah, I think that that's really the key is kind of just showcasing the real side of hotel content. Cassady Quintana: Yeah, it's interesting 'cause some of the properties we work with here at TMG, it's like they have these wonderful photos that are, you can definitely tell they had a photographer come and take these photos, right? And we're like, that is so great for your website, but this is not gonna move the needle on social media, right? This, there's nobody in this photo that's, it's empty, it's an empty room, it's an empty lobby. Like that's not how your hotel feels on a regular basis. So how can we make that feel better? And, you know, sometimes we're implementing AI, Hey, can you add a person at the front desk? Or we're finding ways to make it feel a little bit more real. So I wanna shift gears a little bit, and you know, another part of your role is you're managing multiple properties within one brand. So what do you think is like the biggest challenge for people that are in that kind of position? Dino Jevric: I think personally the biggest challenge for me, I mean, managing the social for all these different properties is a challenge within itself. But I think that personally the biggest challenge for me has always been balancing those different voices and personalities. For those who are not familiar with the Arlo brand, we are lifestyle hotel brand with seven properties in the United States. We have four in New York, we have a Chicago location, Miami and DC which is newly opened. And all these properties really shine in their own way. Williamsburg is known for its nightlife, Miami, it's known for its leisure and laid back vibe. DC is known for his its historical perspective. So we really wanted to find a way to make all of these brands unify under this umbrella social media account, but then also just showcasing what makes each property unique. And that was a really big focus for me when I joined Arlo was kind of trying to build that consistent brand voice. And I think that's where a lot of hotels, especially hotels that are managing more than one property, tend to struggle a lot, is kind of protecting the individuality of each location and really making location shine. And there are some brands that, you know, venture in the way in the path of creating different accounts for different locations. And I think that for us, the number one thing was, you know, Arlo is a brand, Arlo is a community at its highest point Arlo is, it's more than just separating properties. It's all about Arlo as a brand. And I think that's something that each property does withhold, but they each showcase it in their own way. So yeah, I just, I wanted everything to feel cohesive and not copy and pasted. So yeah that would be the biggest challenge. And I think that we've definitely succeeded in that. Cassady Quintana: Well, I don't wanna make you give away any of your secrets at Arlo, but how do you find that balance between the brand voice, but also letting each property still show some of their personality? Dino Jevric: I think, and I think the number one thing that people would think about is, you know, that there has to be some sort of like guideline. There has to be like this of rules that we have. You know, you can't talk about this about in regards to this hotel, you can't do this in regards to this hotel. And I think that it's not, it's less about strict, a strict set of rules and it's more about a framework. There are things that stay consistent across the board. You know, when we're talking about a brand, like, the service that we provide is consistent. The community that we cater to is consistent. And there are things that do change each property, like I mentioned, like we have Williamsburg that is very historically known for its rooftop parties, for its nightlife. And we'd like to cater to that. However, when we have a property like Miami who also does activate and does have these nightlife events and stuff, we find that we'd like to talk about that and we'd like to, to capitalize on that, but we gotta do that in another, in a different way because of the difference in personality. So the consistency comes from the foundation, but the personality comes from the location. So that's kind of what that balance is and what makes the content feel both cohesive and still authentic in each space. Cassady Quintana: Oh, I love that. That's awesome. And I feel like a lot of hotels, ones that we've talked to, they understand the importance of social media, but a lot of the time they get stuck because they feel like they've already talked about every single, every single thing there is to talk about their property, right? We've already posted about our rooms, we've already posted about our pool, we've already posted about our events, but I feel like a lot of the time hotels forget that their hotel is just one small part of a person's trip where their experience and there's a lot of things happening around the hotel, right? So do you guys ever tailor content differently depending on the location, which you touched on a little bit, or the audience for that specific property? Dino Jevric: Yeah, I mean, we do it all the time. I think that's a really big part of our strategy. Like I said, each location has a different audience. It different expectations, different reasons people are staying there. In Midtown we probably have a lot of people who are staying, it's their first visit to New York, it's in a very central location. You're, you know, minutes away from 42nd street or minutes away from Madison Square Garden. So that could be a reason that people are staying in Midtown. But then when we have, you know, our other New York City property, Williamsburg, people say there are a lot for leisure, people say there are a lot to experience the nightlife aspects. So there are lots of different demographics that we're targeting and different reasons that people are staying there. So our content needs to reflect that while the brand does remain consistent, the way we're bringing it to life on our social media is really tailored to the audience that we're trying to reach. So yeah, we've done this in a different, in different ways of showcasing the different locations on our property, on our social media accounts. And I think that we're doing a great job in that. Cassady Quintana: And I think even beyond just the location, there's a lot of opportunity for hotels to partner with other local businesses or the culture that's in that area. So for you and for Arlo Hotels, how important is it to highlight that local neighborhood or that culture in the social media content? Dino Jevric: I mean, Arlo is always culture first. I think that for us, it's really, if you go on our social media, you'll understand what I'm talking about. We really do put culture and the community at the forefront of everything that we do. And I think that it's an essential part of our social strategy there. People aren't just booking a room, people aren't, I always say Arlo isn't just a place that you rest your head at the end of the day. It's not just a place that you come to crash and stuff like that. You know, we have so many activations, we have so many cultural moments happening on property. So ultimately people are booking our locations for an experience. And if you aren't showcasing the neighborhood and culture, you're really leaving out a huge part of that decision making process. So to kind of work on that and to kind of capitalize on that, we developed a series that we do on our social media called ,Know the Neighborhood. And that's our way of bringing that concept to life. So we basically take our followers throughout the neighborhood of our different properties, and we showcase boutiques in the area, monuments in the areas, sightseeing, attractions in the area, and try to really highlight these different neighborhood gems and, and spotlights so that people can actually picture what their stay would look like beyond the hotel itself. So at the end of the day, like as much as we'd love to just showcase the hotel, I think that the neighborhood does really add a different element to that. And I think that a lot of brands need to really be focusing on that as well. Cassady Quintana: I absolutely agree. I feel like that's something hotels forget a lot about. Again, like you said, it's not just a place you're laying your head at night. That's just a small piece of your experience and it's even important for people that may be from that area. I love that. Know Your Neighborhood series you guys are doing, because I live in Florida, I haven't been to your property in Miami, but I would love to watch and I'd love to learn more about the area, especially if I ever do go down there and visit. Like now I feel like I know what to expect and I don't feel as nervous. And it's comforting to feel like you know, what the property's gonna be like and the area too, because it can be overwhelming, especially you guys in New York, like those properties, that's a lot. New York is a lot. So if you can feel a connection to the property, connection to the area before you even go, you're already, you know, five steps ahead. So shifting gears a little bit, are there any trends right now? I love to talk about trends in social media because I feel like we could talk about something right now and in a few weeks it's gonna be something new. So what trends are you noticing in hospitality, social media right now? Dino Jevric: I think a trend that is here and is here to stay, and that is really shape reshaping the social landscape in terms of hospitality, is showcasing authentic human content. And I know people might be thinking like, that's not necessarily a trend that isn't like, you know, a fast moving pace moment. But I think that when it comes to trends in social, in hospitality, social media, that is one of the biggest that people really do miss out on because they're really focused on what's culturally happening in... And that doesn't, that, you know, that doesn't mean that brands shouldn't focus on what's happening in culture and really honing in on that. I am someone who loves going off of all these different cultural moments and what people are talking about. But I think the real big general trend that we should be following is showcasing authentic human content, things that people can connect to, things that people can emotionally connect to. Dino Jevric: I think that on social media, a big issue is that we find trouble in emotionally connecting to content, which is why it's hard for people to then book a hotel. So yeah, that's really the key there, so doing things from showcasing your team, going behind the scenes of a big moment or event that you're doing on your property, interviewing your GM or guest experience team, these are all things that people are really drawn to and that really promote the au authenticity and story driven moments that give them an inside look into your brand and how it actually operates. And something that we've actually done recently is we launched a Behind the Door series where we take our audience into these big brand moments and these behind the scenes, restaurant openings and living room gallery installations, and it really builds a connection between a brand and an individual before they even stay with you. And I think that it's definitely important now that we are in Arlo's tenure anniversary, that we're leaning into this even more and bringing people closer to the brand through things like behind the scenes content and social first campaign. So really excited about, things that are coming within the next year, but this is something that we're really, really, using as the backbone to our social media strategy. Cassady Quintana: Oh, I love that. And it's awesome. It's kind of the same thing I mentioned of, if you feel like, you know, the area or the property, you're already five steps ahead. But beyond that, if you feel like you resonate with the people that work at that property, I talked about, previously in a webinar I did that, I went to resort in Mexico last year and I stalked their social media. And when I got there, I feel like I already know, I already knew the people that works there, even though I had never met them. But because that property was so adamant on posting their people, because your people is what makes your property special, right? You could have the most beautiful hotel, it could be having, it could have the most stunning amenities, but if your service and your people don't match up to that, the experience falls short. So I love that you guys are doing that. I feel like people first is the way to do social media because of course we're gonna connect with real people other than just a still image of an empty room. So kind of as we wrap up a little bit, I love to ask all my guests this, if you could give hoteliers that are trying to improve their social media right now, one piece of advice, what would you give them? Dino Jevric: I think that the biggest piece of advice that I would give is really focus and hone in on the ever shifting landscape that is social media. You know, social landscape is always shifting and you really need to be shifting alongside of it. It's important to stay curious. It's important to be culturally aware and have your finger on the pulse of all things that are happening within the hospitality industry. But it's also important to not get too comfortable with one approach of social media. I think more importantly though is really focus on content that's actually valuable to your audience, and not just visually appealing. I think going back to what we were talking about in terms of people just, or brands just posting images of a bed, images of an empty lobby, it's really not driving people to your hotel. It's probably driving them away because they really can't connect to that. And I think that if you consistently create content that makes someone say, I could see myself staying here, or I could really see myself enjoying this experience, you're really already ahead of most brands. So those are two pieces of advice that I would really give that are really, really important to succeeding in hospitality, social media. Cassady Quintana: I love that. And previous, you mentioned Arlo's coming up on its 10 year anniversary. First of all, congrats to you and to the team. That's such an awesome place to be. It's super exciting. Do you have anything you can share with us, maybe some exciting campaigns or announcements coming up? Dino Jevric: Yeah, I mean, it's been a long time coming. We've really developed as a brand over the past 10 years and we've succeeded in so much. But yeah, this year is our 10 year anniversary. We have amazing, amazing, amazing offers coming very, very soon. I'm pretty sure that they're probably gonna be launched by the time this is posted, so I'll just go ahead and talk about them. But for social specific, we're actually launching a 10 year throwback drop. So you're gonna be able to stay like it's 2016 and we're gonna be dropping $100 same day rooms every day from 10 to 11:00 AM hotel local time for those that are in different areas. But yeah, that'll be happening every day for the rest of the year. We're partnering with some huge social media partners to kind of get this campaign going. So yeah, I'm just really excited to see where that goes. Yeah, the brand is really happy with where we are. We owe it to the community. We owe it to the people who have been loyal guests and people who we continue to welcome every day. And yeah, we're just really, really happy to be in this position celebrating 10 years, with you guys. Cassady Quintana: As you should be. That's an awesome place to be and it's super exciting. We'll make sure we stay up to date on everything you guys are launching. So Dino, thank you so much for joining. For our listeners that are here, where can they find you? Dino Jevric: Well, you can find me. I actually just launched a new newsletter, called the Pickup Report and where I dissect what's happening in social media, specifically within hospitality, and I dissect topics like the one that we discussed today from a creative and performance perspective. So you can find that on substack and LinkedIn. But personally, you could find me on LinkedIn, first and last name. Be happy to connect with all of you. And yeah, if anyone has any questions or anything, I'd love to discuss. Cassady Quintana: Absolutely. Well, thank you Dino, again for joining me. This is such a valuable conversation and I hope our listeners get something out of it. But thank you for taking the time to join me today. Dino Jevric: Thank you so much for having me. Appreciate this opportunity. Cassady Quintana: Perfect. And thank you to all our listeners. We will see you next time on the Social Success Podcast. Be sure to subscribe wherever you get your podcast so you don't miss an episode. The Social Success Podcast is produced by Travel Media Group, our editor isBrandon Bell, with Cover Art by Bary Gordon. I'm your host Cassady Quintana, and we hope you enjoyed this episode.