Category Archive: Uncategorized

  1. The Future of Luxury Hospitality

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    The future of the luxury hospitality industry was unknown during the pandemic, guests were unable and some unwilling to travel, which hit the industry hard. As predicted by McKinsey & Company, the recovery for luxury hospitality from 2020 has taken 3 years, leading to substantial shifts in the post-pandemic era for luxury hotels. 

    Luxury hospitality is supported by consumers’ desire for the hotels’ lavish and unique experiences which other brands cannot convey. Nevertheless, since the pandemic, economic and cultural influences affected consumer attitudes and spending priorities towards travel. The economic threat and the shift in guest preferences for pricier travel accommodations led to the niche market to do extensive research and invest heavily in ensuring guests return. To combat the decline in the luxury hospitality industry, hotels now offer excessive service as well as a number of programmes and membership cards to attract new customers and retain their current guests.  

    So what is the future of luxury hospitality? It is predicted that the global market for luxury hotels will reach a soaring $222,900 million in 2024 according to Arcognizance.com and on the report of Future Market Insights (FMI) the US market alone is projected to reach US $160,481.2 million in 2032.

    From this predicted market growth, luxury hotels are inevitably expected to rise as a result of emerging new technology for hotels and prosperous individuals seeking out to explore and experience luxury hospitality. The new technology such as smart bathrooms attract the ever-growing wealthy population which will lead the industry to promote market expansion.

    To ensure you are a luxury hospitality brand which is capitalising on the success of the current market for luxury hotels, Zoo Communications has highlighted trends in our past blog, read how your hotel can stay relevant and deliver the service guests now desire.

    Working solely with luxury hotels Zoo has developed key industry knowledge, get in touch with us by calling 0208 541 0800 or email letstalk@zoocomms.com

  2. Trends in the Luxury Hotel Industry

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    The hospitality sector has seen unprecedented disruption in the last few years and the industry is changing a lot. Understanding the latest trends in the luxury hotel industry and adapting to them is crucial for continued success. Consumer expectations are very different in a luxury establishment and as their priorities evolve, hotel businesses must keep pace to ensure that people receive the level of service they expect. These are some of the key trends in the luxury hotel industry that you must be aware of.

    A Higher Bar For Service and Experience

    Customers have always expected a high level of customer service and exclusive experiences when they stay in luxury hotels. However, this is becoming more pronounced. Other areas of the industry are moving towards budget options and platforms like AirBnB have increased the popularity of self-catering options. Ultimately, this means that consumers receive a much lower level of service.

    Luxury hotels must distance themselves from this dilution of service by going above and beyond to meet consumer expectations. Guests in luxury hotels expect experiences and amenities that cannot be matched by other hotels, and the baseline for the level of service they expect is higher than it has ever been before.

    Advanced Hotel Apps

    Hotel apps can drastically improve the guest experience. They act as a communication tool giving instant access to information about the hotel. Guests can also use them to book appointments at hotel facilities and make requests. An advanced hotel app facilitates and streamlines everything that the hotel has to offer so guests have everything at their fingertips. You can also use it as a marketing tool to encourage repeat bookings. These apps are becoming popular throughout the industry and people come to expect them as standard.

    Zoo communications has previously worked on hotel apps like the Dorchester, helping them modernise their operation and deliver a better experience to guests. 

    Increased Personalisation

    When visiting a luxury hotel, people expect to feel that they are a priority. Personalised services are one of the biggest trends in the luxury hotel industry for this reason. Simple changes that create a personal experience leave guests with a lasting memory of their stay. This could be as basic as letting people choose the contents of their minbar before they arrive and leaving small gifts based on their preferences. Collecting information about guests and using it to personalise their experience is vital when creating a high-end experience.

    Your business must keep up with these trends if you are to satisfy the expectations of your customers. At Zoo Communications, we can help you implement the necessary changes to ensure that your luxury hotel stays relevant and continues to deliver the service that guests expect.

  3. Branding For Luxury Hotels: Ocean Club St Barts

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    ZOO provides branding for luxury hotels, assisting exclusive establishments such as Ocean Club St Barths in constructing a clear message that speaks to their unique, high-end clientele.

    Ocean Club St Barths is an exclusive members club, offering a range of amenities and services to their clients. During their stay on the beautiful Caribbean island of St Barths, guests have access to a full concierge service that takes care of all of their needs from restaurant reservations to private jets, yacht charters, and spa treatments. The membership also gives access to fine dining restaurants, world class art displays, and private areas available for events and functions.

    St Barths is the ultimate Caribbean yachting island destination and many of the world’s wealthiest individuals use this as a winter base for their yachts. As such, Ocean Club St Barths caters exclusively to ultra-high-net-worth clients and the right branding for luxury hotels is needed to demonstrate that the facilities live up to their incredibly high standards.

    ZOO worked with Ocean Club to develop a brand story that perfectly encapsulates the high level of service clients can expect to receive. With our help, Ocean Club St Barths was able to connect with more potential clients and build relationships with them. Ultimately, this allowed them to increase memberships and expand their business. 

    Our branding for luxury hotels relies on a multi platform approach, leveraging the skills of our brand strategists, digital experts, and creatives to deliver a clear message. They bring together print, video, and digital marketing to tell a strong brand story of a membership club that caters to a very small niche, who have come to expect a level of quality rarely found elsewhere. When Ocean Club St Barths opens, they will have a long list of new members waiting to sign up.

    At ZOO, we have over 20 years of experience providing marketing services and branding for luxury hotels. Get in touch today if you want to create a new brand story and transform your hospitality business. 

  4. 10 effective Conference Venue marketing strategies to grow your MICE business

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    The saturated Conference venue market requires MICE hospitality teams to have the right marketing strategies in place to ensure a reliable flow of bookings and healthy pipeline. Events are about so much more than just the space they take place in and each client feels their objective is completely unique. Keep customers wanting to come back and delegates talking about the event long after it has been and gone.

    Be clear on your target audience and what they are looking for.

    • Is your Offer presented entirely from the client’s perspective and user experience? 
    • Do you have a niche specialism that plays to your venue’s strengths? The more focused your offer, the better your SEO can be to ensure you don’t get lost online.
    • Are you focusing on engaging with existing customers to build loyalty, repeat business and advocacy?
    • How good and up to date is your customer data?
    Blog 3 - conference venue marketing strategies - hotel marketing agency - pic of Hotel Chocolat Events/MICE brochure

    Position yourself as an expert and trusted partner  

    • Make your brand proposition clear, relevant and distinct. Don’t let your venue fall at the shortlisting hurdle when the event planner moves from initial research to more careful consideration. 
    • Underline your competitiveness through added value and the reassurance of a hassle-free, seamless end-to-end experience
    • Embrace technology innovation (e.g. Chatbots, Operational and Guest Apps, integrated Booking Automation, 5G connectivity), emphasise amenity benefits and your creative, flexible F&B capability.

    Showcase your venue with marketing assets that set you apart. 

    • The digital space plays a critical role in planners’ influencing decisions when shortlisting MICE venues. 
    • High quality creative materials – photography, video, arial imagery, 360° and virtual tours, to interactive layout settings and downloadable, customisable brochures are all critical assets to support your Conference Event marketing activity.
    • Are you regularly updating them to keep your content fresh?
    • Inspire vision of its transformation potential.   Document event productions from blank canvas to end realisation through photography, time-lapse, blog and social content posts and ensure each event’s possibilities are seen from the client’s eyes.
    Blog 3 - conference venue marketing strategies - hotel marketing agency - pic of Hotel Cafe Royal conference room

    Make sure your venue is easily found online 

    • Do you have all the right website tools and digital marketing strategies in place to ensure a high visibility search ranking?
    • Is your content marketing strategy effective in driving traffic to your site?
    • When visitors land on your website, ensure their experience is simple and easy to navigate, packed with relevant content to encourage the conversion of enquiries into confirmed bookings. 
    • How effective is your SEO and website analytics? Are you clear on the range of search terms your audience are using? Is your website fully optimised to achieve good organic ranking in Search results?  Do you know which landing pages are delivering the most impact?
    Blog 3 - conference venue marketing strategies - hotel marketing agency - pic of Google Analytics re digital marketing & SEO strategy

    Stand out in Local Search results with Paid Ads

    • An essential aspect of your conference venue marketing plan is investing in pay-per-click (PPC) advertising. It’s the only way to guarantee cut-through in the highly competitive market of Local Search
    • Put your rivals in the shade and emphasise your venue’s credibility and authority in a highly targeted, cost-efficient space.
    Blog 3 - conference venue marketing strategies - hotel marketing agency - pic of Hotel Xenia Instagram page re social media marketing

    Maintain a planned and active social media presence 

    • Before you dive into a snowstorm of social post activity, prepare a quarterly content plan for the year. Ensure your social communication themes fully align with your overall content marketing strategy and business objectives, mapping out tactical opportunities and seasonal events, e.g. London’s staging of the Euro 2020 championships this summer.
    • Post regularly on your channels and engage with your audience through shared website blogs & curated relevant content.
    • Supplement posts with targeted PPC campaigns on Facebook and LinkedIn to forensically target your prospects, drive website traffic, increase brand awareness and boost your social following.
    • Don’t leave it all to text: create compelling video content including pieces to camera to accelerate engagement.
    • Building trust, credibility and rapport with your ideal clients requires commitment over time, but it is a proven tactic that drives traffic and enquiries. Do you maintain a proactive dialogue with previous clients to ensure you are front of mind for their next event consideration? 
    • Celebrate event successes, share expert tips and showcase venue capabilities through a thoughtfully constructed social media content calendar. Customise posts and images to reflect the relevance, tone and content expectation of each platform.
    • Encourage event participants to share their experiences online in the post-event buzz.
    Blog 3 - pic of Hashtag re social media marketing & content marketing strategy

    Optimise calendar peaks & troughs with tactical marketing activity

    • Promote your venue to planners organising events for the awards, trade events and party seasons. Business in quieter periods can be encouraged with promotional discounts and incentives.

    Initiate local marketing partnerships

    • Your conference venue marketing strategy needs to stretch beyond digital activities.
    • Form collaborative alliances and shared initiatives with compatible and aligned local travel and tourist partners, as well as engaging with trade organisations or specialised industry sectors your region may be known for.

    Use your customer data to tailor an informed offer

    • Incentivise and encourage Client and Attendee feedback; enable technology to make it easy for comments to be shared through an App, Text or other simple route. 
    • Use surveys to determine what attendees want from a Conference and Events venue and how you can create a better experience next time. 
    • All present opportunities to acquire valuable customer insight and ensure each new event proposal is personalised and on point.
    Blog 3 - pic re customer feedback to build customer data to segment & personalise

    Don’t underestimate the value of e-mail marketing. 

    • It’s a channel that can deliver an exceptional ROI, if you nurture a solid email marketing list and you segment your database to personalise your message. 
    • Sift through previous open rates and run re-engagement campaigns to win back disengaged subscribers.
    • Grow your list with a branding campaign, emphasising your trusted authority and expertise in conferences and events to drive new enquiries
    • Exploit your digital marketing image bank and bring your emails easily to life through repurposable design templates.
    • And of course, track and assess your open and click-through rates.
    Blog 3 - pic re email marketing strategy

    If you’re looking to review or develop your MICE / conference venue marketing strategies, why not have a conversation with us and see how we can help.

    At ZOO, we exist to help clients deliver added value, brand differentiation and competitive cut-through.  Our 20-year hotel marketing experience ranges from independent boutique hotels to larger, global chains. 

    We retain the same passion for every new hospitality brief, harnessing the power of our digital marketing expertise, branding strategy experience and creative storytelling to boost traffic, generate enquiries, grow brand awareness and most of all, keep a relentless focus on ROI.  

    Talk with us today, and let’s work together to elevate your brand ambitions into powerful business performance.

    0208 541 0800 letstalk@zoocomms.com

  5. How Hospitality venues can capitalise on 2020 Industry trends to help increase MICE bookings

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    Hotel GM’s and Sales Teams can help increase MICE bookings by capitalising on 5 key growth opportunities drawn from PWC’s UK Hotels Forecast 2020 industry report.

    With corporate demand for hotel conference venues and meeting space this year predicted to remain soft, it remains critical that venues ensure their hospitality marketing strategies across SEO, content, social media and customer insight are working effectively and delivering solid value.

    blog 1 - increase MICE bookings - blue conference seats image

    The pursuing of a more personalised and technology-based customer offer will be key to outperforming the competition. It will also help increase the attraction potential from Millennial business customers. 2020 trends further indicate that conferences are going to get smaller and become far more customised. The pressure of high new room supply continues to cause a challenge for hotel GM’s. In London alone, 65 new hotels with 8,000 rooms will open their doors this year.

    1. Improve The Sophistication Of Your Technology Offer.

    The key trend to consider when planning your marketing strategies to increase MICE bookings is embracing a more sophisticated Technology offer. There is a growing demand for 5G-enabled live conference event streaming, holograms and Augmented Reality (AR). 5G technology removes the pressure for venues to maintain their WIFI supply at a constant high bandwidth. It also presents an extended revenue opportunity, as it means conference venue and meeting room locations on site can become far more innovative, creative and personalised.

    The introduction of increased Automation and Digitisation of guest services will help dispense with classic business user pain points such as the drudge of the check-in/out process. Whilst connecting with an AI-programmed chatbot or downloading a digital App to enhance their user experience won’t be for everyone, not servicing users who prefer a seamless, time-efficient experience will result in corporate event planners and event organisers potentially crossing off your venue from their conference shortlist, in favour of other hotels who can.

    2. Upgrade To A More Personalised Customer Experience.

    Delegates increasingly expect a more customised experience tailored specifically to their needs and wants. Many corporate customers recognise that the outcome value of a superb conference and meeting experience in terms of productivity, personalisation and relationship-building can be worth more than the event cost. Taking advantage of profile-based loyalty schemes will ensure you really know your customer inside out and thereby deliver a tailor-made package with exclusive offers, that resonate and amplify. Loyalty schemes offer additional opportunities to upsell.

    Zoo blog - increase MICE bookings - 2020 hotel industry trends - pic 2 millennial

    3. Meet the Experiential Expectations of Millennial Business Customers

    Millennials demand a highly personalised and interactive customer experience. High speed Wifi is assumed, however offering complimentary gym access, discounted Spa treatments or free late check-out for late-evening arrivals could make a favourable impression that may be amplified through social media touchpoints. 71% of Millennials make their travel plans via an App. Offering frictionless digital-only access including for example, curated local entertainment recommendations and rewards incentives will help millennial event planners favour the selection of your venue over another that uses a traditional website booking system.

    4. Get Creative With Your Meeting Space Offer

    Events professionals are continually seeking new and innovative meeting room and event spaces, particularly those that foster an informal and sociable team or relationship-building environment. Think about how you can increase MICE bookings with the provision of creative and alternative meeting room space, facilitating the growing demand for highly productive, bite-sized content sessions. Your indoor and outdoor environments – be it rooftop, relaxing Spa or verdant green space all have the potential to host an engaged and inspired, targeted audience.

    5. Are You Highlighting Your Venue’s Environmental, Sustainability And CSR Values?

    A focus on ensuring your venue and corporate event offer projects the right Sustainability and CSR credentials will enhance your selection potential by those businesses who want to be seen to take their sustainability values seriously.

    If you’re looking to review or develop your hospitality marketing strategy, do get in touch with us.


    At ZOO, we pride ourselves on our 20-year hotel marketing experience ranging from independent boutique hotels to larger, global chains. We retain the same passion for every new hospitality brief, harnessing the power of our branding strategy, creative talents, and digital marketing expertise to deliver engaging design, tailored multi-channel marketing campaigns, informed sector insight and most of all, a relentless focus on ROI.

    Take advantage of our proven marketing know-how to help boost your hotel and conference venue’s MICE bookings. We tailor our approach to the individual needs of each client and focus on building long-term relationships, understanding your objectives and target customers before implementing the right strategies that get results.

    Talk with us today, and let’s work together to elevate your brand ambitions into powerful business performance.

    0208 541 0800 letstalk@zoocomms.com

  6. Increase your Hotel Meeting Room Bookings with a smarter marketing approach

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    The facilitating and renting out of hotel meeting space for company employee inductions, offsites, training programmes, culture events, remote working catchups and other corporate needs can add a significant revenue boost for hotel and hospitality venues. MICE sales teams can maximise their hotel meeting room bookings to deliver more and repeat business through the deployment of smarter marketing strategies.

    Ensure your target audience can easily find your venue online.

    Is your hotel visible on the first page of search engine results, ahead of your closest competitors? Are you using the most impactful keywords across your site content meta descriptions? Your SEO strategy, content marketing and social media communications should all be working hard to grow your brand awareness and attract the right traffic to your site.

    A high profile search listing not only boosts website traffic, it asserts the authority and attractiveness of your business offer, gives new prospects confidence to click through to your site and raises your brand awareness by helping you be seen by a wider customer base.  Paid Google Ads (Pay Per Click ) can ensure a top page ranking for customers using search terms such as ‘hotel meeting rooms’.

    Paid Ads for local marketing, using optimised and highly targeted keywords will raise your venue’s ranking over the local competition and ensure you’re reaching a defined audience of the most potential and valuable customers. That in return, will deliver efficient click-through rates and ROI.

    Your content marketing plan forms a key element to maximise your hotel meeting room bookings. It should include themed blogs and social posts which are thoughtfully targeted to engage with your ideal client. They should clearly demonstrate you understand their business needs and lay out a range of solutions as to how your venue can help with the challenges they face. This builds trust and emphasises your credibility, experience and expertise over the competition. It’s how a new prospect can convert into a repeat customer and even become an advocate for your venue.

    blog 2 - maximise hotel meeting room bookings  - team meeting rapport pic

    Are you promoting your company and individual presence on LinkedIn, connecting and constantly engaging with prospective companies, showcasing your venue’s capabilities to meeting planners and events professionals and maintaining a warm rapport with past and current customers?

    Demonstrate how your meeting room facilities, location and hotel environment can deliver valuable team productivity and relationship-building and allow delegates to relax, rest and socialise (sports, leisure and spa facilities, dining, guest rooms etc). Promote with great video and photography posts on Instagram and Facebook

    Blog2  - xenia hotel instagram screen

    Is your social media calendar strategy delivering clear engagement with your target audience.  Are you sharing customer testimonials both as social proof, and online? User-generated content such as TripAdvisor reviews can be added to your website with the aid of a widget. Equally, local Google and Facebook reviews are key to attracting prospective customer enquiries, so focus solid care and attention on your reputation marketing.

    Showcase your meeting room space and facilities at the hotel on your website and social channels by producing striking creative and content assets such as superb photography, video, well designed promotional materials and shareable information downloads.

    blog 2 - maximise hotel meeting room bookings  - brainstorm meeting pic

    Capturing enquiry contact details through a CRM system enables you to build a valuable database of past and prospective clients, providing the ideal opportunity to direct mail themed E-shots that promote for example, your market-leading technology facilities, special seasonal and discounted deals or range of innovative, creative meeting space that could be perfect for that Millennial corporate customer. Ensure you respond to every meeting room and event enquiry within a maximum of 24 hours.  

    Your database is a golden opportunity collect valuable insights from and about your clients. Incentivise customers to comment on their venue experience, reward recommendation and understand what they are looking for from MICE venues generally. A ‘conversation marketing’ approach is far more effective than broadcast marketing, so listen to your customers, respond and maintain a dialogue, using all feedback to personalise your future offer.

    blog 2 - team meeting rapport pic

    Most hotels ensure highly visible signage and marketing materials to promote their weddings offer; does your hotel actively highlight its meeting room facilities as effectively? Think of all the locations that could highlight your corporate meeting room and event offer; from in-room information to signage in the car park, dining areas, front gate, leisure and nearby outdoor space. Add impactful photography to your lobby and bathrooms to ensure every guest and visitor is aware of your meeting room capacities and that a tour is always available.

    If you’re looking to review or develop your hotel marketing strategy, do get in touch with us.

    At ZOO, we pride ourselves on our 20-year hotel marketing agency experience ranging from independent boutique hotels to larger, global chains. We retain the same passion for every new hospitality brief, harnessing the power of our digital marketing expertise, branding strategy and creative storytelling to deliver more traffic and enquiries, grow brand awareness and most of all, keep a relentless focus on ROI.

    To find out how we could help increase your hotel meeting room bookings and MICE sales, do get in touch.  We tailor our approach to the individual needs of each client and focus on building long-term relationships, understanding your objectives and target customers before implementing the right strategies that get results.

    Talk with us today, and let’s work together to elevate your brand ambitions into powerful business performance.

    0208 541 0800 letstalk@zoocomms.com
  7. Zoo announce the acquisition of 60% of London based Powerstation Studios

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    Zoo announce the acquisition of 50% of London based Powerstation Studios, globally recognised one of the leading branding and licensing agencies in the entertainment industry.

    Lars Clausen (MD Zoo) comments…”Having worked on a number of projects together it seemed logical to form an official partnership by purchasing 50% of their stock and bringing them into the Zoo family. This frees up management time to focus on ‘next generation’ branding and licensing programmes for the global entertainment industry and allows them to extend the range of marketing services offered to their world renowned client base”

    Dave Collins (Partner – Powerstation) comments… “This partnership brings together the worlds of entertainment, luxury and FMCG. Our respective experience and skills will allow us to deliver even wider creative solutions to solve our clients design, communication and business problems. The move consolidates PowerStation leading position in the entertainment and licensing industry and provides new offerings to our clients”

    Note to Editors:

    About Powerstation-studios.co.uk

    We have worked in branding and licencing for a combined total of 80 years. We know the ropes and the pit falls and have come to design our own strategies and unique processes to out perform our peers.

    Our creative solutions deliver real world commercial results. We are experts in consumer, retail, fashion and graphic trends and this allows us to achieve above market results for our clients.

    About zoocomms.com

    ZOO is a haven where clients from innovative, hungry start-ups to established market leaders discover our passion for changing behaviour and building brands. Whatever the brief we’ll ensure that our fantastic team of strategists, creative, film and digital experts find the right solution to meet your business growth objectives.

  8. Acquisition of Manchester based digital marketing agency, AsOne.co.uk

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    ZOO announce the acquisition of Manchester based digital marketing agency, AsOne.co.uk, to strengthen their existing digital team and offer digital marketing and e-commerce solutions to their range of clients in the hotel, property, corporate and luxury sectors.

    Lars Clausen (MD ZOO) comments…”Having worked on a number of projects together it seemed logical to bring them into the ZOO family, freeing up management time to focus on ‘next generation’ digital and e-commerce solutions”

    Joel Rush (MD AsOne) comments… “This partnership will allow our rapidly expanding team to offer even more services to our core clients, in an ever-demanding communications landscape. With ZOO’s enviable credentials in branding, creative and film we are confident of growing our reputation in the North West of England and beyond”