5 Website and Digital Marketing Trends from Judging the 2019 HSMAI Adrian Awards
By Maresa Thompson, Dragonfly Strategists Executive Marketing Consultant
This is my 7th year judging the HSMAI Adrian Awards. I always find it a great privilege to examine the best and brightest of the hospitality industry.
I like the Adrian Awards because unlike other marketing and advertising awards they focus on strategy, results, and ROI. Other awards give out prizes for “pretty” or “cool” but the Adrian Awards takes into account the strategy, budget, and results. “Pretty” and “cool” promotions don’t always result in increased revenue. I’ve seen some campaigns where I thought: “They would have gotten better results if they had given 10,000 people each $10 than the ROI that big-budget campaign produced.”
This year I noticed some new best practices emerging with website content and design. I also was thrilled to see some show-stopping innovations. I love seeing projects that make me marvel at the brilliance and stop and say; ”Hot Damn!”
Here are five trends I noticed from judging the digital marketing and website portion of the 2019 Adrian Awards:
#1 Mobile First
Some in the hospitality industry are starting to catch on that a mobile-first design is essential to reaching visitors. Google’s migration to mobile-first indexing means having a well functioning mobile site is imperative. While responsive sites are now standard, a few are taking the leap to be mobile-first rather than just responsive. Simple sites with clear concise content, increased white space, optimized images, and strong CTAs are hoping to capitalize on the evolution of audiences away from desktop browsing.
#2 Accessibility
Accessibility content is taking up some major important real estate on websites. I speculate that legal action forced this for some websites. Recently the Supreme Court said they won’t hear a case against Dominos pizza who is in litigation with a blind man over the accessibility of their website and app. Does your website work on a reader for those with visual disabilities such as images having Alt Tag descriptions? Are the colors on your website in high enough contrast for those with color blindness? Does your multimedia video elements have captions or text descriptions? This is a trend that all websites will need to comply with or risk litigation.
#3 Destination Positioning
Some hotel websites, and digital marketing promotions are starting to look more like tourism bureaus. In the past, many hotel promotions would focus mainly on their own property. Now you see the destination taking center stage with properties focusing on selling the location more than their own amenities to lure guests. Hotels are promoting the area attractions to entice visitors to come experience the destination. The hotel itself taking a second stage to the destination activities.
#4 Emerging Trends & Explorations with AI
Some brands are getting very innovative with emerging technologies and AI. In order to build brand loyalty and interact and engage with audiences in different ways brands are exploring new advertising mediums like AI chatbots, unique interactive educational promotions, documentary-type webisode video series, and new ways to engage with audiences on social media. The ROI and payoff of some of these ventures is yet to be determined but I imagine some of the things considered innovative today will become industry standard in the future.
#5. Search Engine Marketing
While the jury still may be out on the ROI of emerging technologies, some tried and true methods of Search Engine Marketing and Optimization strategies continue to provide solid returns. Those who truly understand how to optimize content and digital advertising positioning are providing exceptional results and ROI.
The work entered into the Adrian Awards is always inspiring and enlightening. Since first judging the awards in 2010, I’ve seen innovations become industry standard and brilliant ideas producing outstanding results with nominal budgets. I’m grateful for the opportunity to take a deeper look at some amazing work and looking forward to seeing who wins this year.
Stay tuned, the winners will be unveiled and honored at the Adrian Awards Gala January 21. Past year winners can be accessed via the Winners Gallery.