On this particular episode of the Social Success Sequence Podcast, host and Journey Media Group Model Ambassador, Cassady Quintana, sits down with the Model Social Media Supervisor at Arlo Inns, Dino Jevric, so focus on the ever shifting panorama of social media and the way hoteliers can optimize their digital presence on platforms like Instagram, TikTok, and reserving websites.
Cassady Quintana:Welcome to the Social Success Podcast, the place we now have conversations with high hospitality professionals about profitable digital advertising methods, rising developments, and tips on how to join with at present’s vacationers. I’m your host, Cassady Quintana. Howdy everybody, and welcome again to a different episode of the Social Success Podcast, a Suite Spot Podcast powered by Journey Media Group. I’m your host, Cassady Quintana, and at present we’re gonna be speaking in regards to the significance of getting an genuine social media technique. Becoming a member of me at present is Dino Jevric, Social Media Supervisor at Arlo Inns. Dino, thanks for becoming a member of me.
Dino Jevric:Thanks for having me. So excited.
Cassady Quintana:Yeah, me too. So, to start out, inform us a bit bit about your function, perhaps a few of your historical past and the way you bought concerned at Arlo Inns.
Dino Jevric:Yeah, so, I’m the social media supervisor at Arlo, so I lead social media model broad, throughout a number of properties and retailers. And principally my function sits on the intersection of name content material and efficiency. So, from day after day, as you in all probability know in social, it’s a unique problem day-after-day. There are some days the place I’m engaged on the manufacturing aspect of issues. Some days I’m engaged on planning efficiency on different days. So it’s a continuing mixture of inventive and analytical work. And I believe in the end in my function, I’m not simply centered on making issues look good, I’m centered on how our content material really influences our company journey. And that’s all the best way from discovery to conversion. And type of how social performs a task in each step of that course of. In order that’s principally my function at massive. And yeah, that type of sums all of it up.
Cassady Quintana:Yeah, no, completely. That’s superior. And type of, we’re seeing this evolution of social media. So in your expertise, how are you seeing how persons are discovering lodges by social media now versus perhaps how we used to by Google or OTAs?
Dino Jevric:I believe that there’s undoubtedly a really, very massive shift of how folks have been discovering lodges, particularly in current occasions. You already know, traditionally folks have all the time gone to, you recognize, straight to Google and requested, you recognize, greatest lodges in X space, proper? Or they go straight to the OTAs, like TripAdvisor and stuff to seek out out what persons are saying and, you recognize, completely different reviewers and stuff. However I believe that now what we’re actually seeing is that persons are utilizing social media as a substitute, and so they’re utilizing social media as a search engine, and persons are turning to platforms like TikTok or Instagram to, you recognize, study their choices and see what lodges seem like in actual life and listen to experiences of what it’s like to remain there. And never solely are we like, and that’s solely from, you recognize, the highest of the funnel, what we’re actually used to seeing, however we’re now really seeing it transfer down additional into the funnel into precise reserving conduct. So with platforms like TikTok the place they lately built-in reserving.com and Expedia immediately into the app, it’s permitting viewers to ebook with out ever having to depart the platform. So that they’re discovering lodges there, they’re seeing what the lodge keep is like, however then they’re additionally now a variety of the chance to ebook by these apps. And on high of that like we’re seeing this hole between OTAs and social media actually closing, Expedia did a report lately the place they discovered that 80% of vacationers nonetheless use OTAs,sooner or later within the reserving journey. Nonetheless, social media isn’t falling far behind with practically 60% of vacationers additionally utilizing social media of their path. So I believe that we’re actually beginning to see that hole shorten, and yeah, that’s type of what the way forward for social media with the journey trade is the place it’s going.
Cassady Quintana:And it’s type of loopy to see as a result of these integrations, such as you talked about with Expedia on Instagram, reserving.com, on TikTok, like how shortly that occurred and the way shortly it’s gonna proceed to occur. So I all the time take into consideration lodges that aren’t on social media all, or nonetheless haven’t purchased into how necessary social media is, and like how far they’re falling behind, and it’s simply gonna proceed to worsen. In order we see that type of shift taking place, what do you assume lodges must be excited about probably the most once they’re beginning to plan their social media content material for the upcoming month? Like, what’s actually necessary and what ought to they maintain within the entrance of their minds?
Dino Jevric:I believe in the end lodges want to comprehend that social media is greater than only a advertising channel. I believe, you recognize, traditionally social media has simply been a spot for lodges to type of submit fairly images and, you recognize, showcase the areas of their lodges. However I believe that content material is now shifting away from being aspirational. And it must, now, due to this introduction of with the ability to ebook on these platforms, it must now be far more informative and choice driving. So, you recognize, as an alternative of these static, you recognize, luxe polish content material and images, lodges have to put money into actuality. And that’s a very massive factor that we’ve been doing at Arlo, is actually showcasing the lodge from an actual standpoint and actually showcasing the expertise that you just get earlier than you even step onto property. So yeah, in the long run, the lodges which might be actually gonna win are those which might be treating social as a bridge between inspiration and conversion, somewhat than only a place to submit content material.
Cassady Quintana:Completely. I agree. And I type of like this shift in Instagram, proper? When Instagram first got here out, it was tremendous, you gotta add a filter, it’s gotta be the proper shot. Prefer it must look its greatest. And now it’s the whole reverse due to AI and due to all this faux issues we’re being fed, Instagram’s type of reverting again to, properly, no, we wanna see actual folks. We wanna see actual occasions, we wanna be capable to see ourselves in these experiences. So type of what kind of content material do you assume is performing greatest when persons are in that discovery section or once they’re actively on the lookout for someplace to remain?
Dino Jevric:I imply, the reply may be very, very apparent. I believe it must really feel actual. The kind of content material that it’s worthwhile to be showcasing is stuff that feels actual. You already know, nobody actually desires to see one other picture of, you recognize, a wonderfully made mattress. Nobody desires to see, you recognize, these nonetheless life photographs of, you recognize, your foyer. Individuals actually need to know what the expertise really seems to be like somewhat than only a polished model of it. And I believe concentrating on ideas like a day within the life, and even like taking folks across the neighborhood are completely different ways in which folks can showcase that and that manufacturers can actually capitalize on this stuff. We’ve carried out this rather a lot at Arlo and we’ve seen like very sizable outcomes from it. So yeah, I believe that that’s actually the hot button is type of simply showcasing the actual aspect of lodge content material.
Cassady Quintana:Yeah, it’s attention-grabbing ’trigger a number of the properties we work with right here at TMG, it’s like they’ve these fantastic images which might be, you’ll be able to undoubtedly inform they’d a photographer come and take these images, proper? And we’re like, that’s so nice in your web site, however this isn’t gonna transfer the needle on social media, proper? This, there’s no person on this picture that’s, it’s empty, it’s an empty room, it’s an empty foyer. Like that’s not how your lodge feels frequently. So how can we make that really feel higher? And, you recognize, generally we’re implementing AI, Hey, are you able to add an individual on the entrance desk? Or we’re discovering methods to make it really feel a bit bit extra actual. So I wanna shift gears a bit bit, and you recognize, one other a part of your function is you’re managing a number of properties inside one model. So what do you assume is like the most important problem for those that are in that type of place?
Dino Jevric:I believe personally the most important problem for me, I imply, managing the social for all these completely different properties is a problem inside itself. However I believe that personally the most important problem for me has all the time been balancing these completely different voices and personalities. For individuals who will not be aware of the Arlo model, we’re life-style lodge model with seven properties in the USA. We now have 4 in New York, we now have a Chicago location, Miami and DC which is newly opened. And all these properties actually shine in their very own manner. Williamsburg is thought for its nightlife, Miami, it’s recognized for its leisure and laid again vibe. DC is thought for his its historic perspective. So we actually needed to discover a option to make all of those manufacturers unify beneath this umbrella social media account, however then additionally simply showcasing what makes every property distinctive. And that was a very massive focus for me once I joined Arlo was type of attempting to construct that constant model voice. And I believe that’s the place a variety of lodges, particularly lodges which might be managing a couple of property, are inclined to wrestle rather a lot, is type of defending the individuality of every location and actually making location shine. And there are some manufacturers that, you recognize, enterprise in the best way within the path of making completely different accounts for various places. And I believe that for us, the primary factor was, you recognize, Arlo is a model, Arlo is a group at its highest level Arlo is, it’s extra than simply separating properties. It’s all about Arlo as a model. And I believe that’s one thing that every property does withhold, however they every showcase it in their very own manner. So yeah, I simply, I needed all the things to really feel cohesive and never copy and pasted. So yeah that may be the most important problem. And I believe that we’ve undoubtedly succeeded in that.
Cassady Quintana:Effectively, I don’t wanna make you give away any of your secrets and techniques at Arlo, however how do you discover that steadiness between the model voice, but additionally letting every property nonetheless present a few of their persona?
Dino Jevric:I believe, and I believe the primary factor that folks would take into consideration is, you recognize, that there needs to be some form of like guideline. There needs to be like this of guidelines that we now have. You already know, you’ll be able to’t speak about this about with regard to this lodge, you’ll be able to’t do that with regard to this lodge. And I believe that it’s not, it’s much less about strict, a strict algorithm and it’s extra a few framework. There are issues that keep constant throughout the board. You already know, after we’re speaking a few model, like, the service that we offer is constant. The group that we cater to is constant. And there are issues that do change every property, like I discussed, like we now have Williamsburg that may be very traditionally recognized for its rooftop events, for its nightlife. And we’d prefer to cater to that. Nonetheless, when we now have a property like Miami who additionally does activate and does have these nightlife occasions and stuff, we discover that we’d like to speak about that and we’d prefer to, to capitalize on that, however we gotta try this in one other, differently due to the distinction in persona. So the consistency comes from the inspiration, however the persona comes from the situation. In order that’s type of what that steadiness is and what makes the content material really feel each cohesive and nonetheless genuine in every house.
Cassady Quintana:Oh, I like that. That’s superior. And I really feel like a variety of lodges, ones that we’ve talked to, they perceive the significance of social media, however a variety of the time they get caught as a result of they really feel like they’ve already talked about each single, each single factor there’s to speak about their property, proper? We’ve already posted about our rooms, we’ve already posted about our pool, we’ve already posted about our occasions, however I really feel like a variety of the time lodges neglect that their lodge is only one small a part of an individual’s journey the place their expertise and there’s a variety of issues taking place across the lodge, proper? So do you guys ever tailor content material otherwise relying on the situation, which you touched on a bit bit, or the viewers for that particular property?
Dino Jevric:Yeah, I imply, we do it on a regular basis. I believe that’s a very massive a part of our technique. Like I mentioned, every location has a unique viewers. It completely different expectations, completely different causes persons are staying there. In Midtown we in all probability have lots of people who’re staying, it’s their first go to to New York, it’s in a really central location. You’re, you recognize, minutes away from forty second avenue or minutes away from Madison Sq. Backyard. In order that might be a purpose that persons are staying in Midtown. However then when we now have, you recognize, our different New York Metropolis property, Williamsburg, folks say there are rather a lot for leisure, folks say there are rather a lot to expertise the nightlife elements. So there are many completely different demographics that we’re concentrating on and completely different causes that persons are staying there. So our content material must replicate that whereas the model does stay constant, the best way we’re bringing it to life on our social media is actually tailor-made to the viewers that we’re attempting to achieve. So yeah, we’ve finished this in a unique, in numerous methods of showcasing the completely different places on our property, on our social media accounts. And I believe that we’re doing an excellent job in that.
Cassady Quintana:And I believe even past simply the situation, there’s a variety of alternative for lodges to accomplice with different native companies or the tradition that’s in that space. So for you and for Arlo Inns, how necessary is it to spotlight that native neighborhood or that tradition within the social media content material?
Dino Jevric:I imply, Arlo is all the time tradition first. I believe that for us, it’s actually, when you go on our social media, you’ll perceive what I’m speaking about. We actually do put tradition and the group on the forefront of all the things that we do. And I believe that it’s a necessary a part of our social technique there. Individuals aren’t simply reserving a room, folks aren’t, I all the time say Arlo isn’t only a place that you just relaxation your head on the finish of the day. It’s not only a place that you just come to crash and stuff like that. You already know, we now have so many activations, we now have so many cultural moments taking place on property. So in the end persons are reserving our places for an expertise. And when you aren’t showcasing the neighborhood and tradition, you’re actually leaving out an enormous a part of that call making course of. So to type of work on that and to type of capitalize on that, we developed a sequence that we do on our social media known as ,Know the Neighborhood. And that’s our manner of bringing that idea to life. So we principally take our followers all through the neighborhood of our completely different properties, and we showcase boutiques within the space, monuments within the areas, sightseeing, points of interest within the space, and attempt to actually spotlight these completely different neighborhood gems and, and spotlights so that folks can really image what their keep would seem like past the lodge itself. So on the finish of the day, like as a lot as we’d love to only showcase the lodge, I believe that the neighborhood does actually add a unique component to that. And I believe that a variety of manufacturers want to actually be specializing in that as properly.
Cassady Quintana:I completely agree. I really feel like that’s one thing lodges neglect rather a lot about. Once more, such as you mentioned, it’s not only a place you’re laying your head at night time. That’s only a small piece of your expertise and it’s even necessary for folks that could be from that space. I like that. Know Your Neighborhood sequence you guys are doing, as a result of I stay in Florida, I haven’t been to your property in Miami, however I’d love to look at and I’d like to study extra in regards to the space, particularly if I ever do go down there and go to. Like now I really feel like I do know what to anticipate and I don’t really feel as nervous. And it’s comforting to really feel like you recognize, what the property’s gonna be like and the realm too, as a result of it may be overwhelming, particularly you guys in New York, like these properties, that’s rather a lot. New York is rather a lot. So when you can really feel a connection to the property, connection to the realm earlier than you even go, you’re already, you recognize, 5 steps forward. So shifting gears a bit bit, are there any developments proper now? I like to speak about developments in social media as a result of I really feel like we might speak about one thing proper now and in just a few weeks it’s gonna be one thing new. So what developments are you noticing in hospitality, social media proper now?
Dino Jevric:I believe a development that’s right here and is right here to remain, and that’s actually form reshaping the social panorama by way of hospitality, is showcasing genuine human content material. And I do know folks could be pondering like, that’s not essentially a development that isn’t like, you recognize, a fast paced tempo second. However I believe that in the case of developments in social, in hospitality, social media, that is among the greatest that folks actually do miss out on as a result of they’re actually centered on what’s culturally taking place in… And that doesn’t, that, you recognize, that doesn’t imply that manufacturers shouldn’t give attention to what’s taking place in tradition and actually honing in on that. I’m somebody who loves going off of all these completely different cultural moments and what persons are speaking about. However I believe the actual massive basic development that we must be following is showcasing genuine human content material, issues that folks can connect with, issues that folks can emotionally connect with.
Dino Jevric:I believe that on social media, a giant difficulty is that we discover bother in emotionally connecting to content material, which is why it’s arduous for folks to then ebook a lodge. So yeah, that’s actually the important thing there, so doing issues from showcasing your group, going behind the scenes of a giant second or occasion that you just’re doing in your property, interviewing your GM or visitor expertise group, these are all issues that persons are actually drawn to and that actually promote the au authenticity and story pushed moments that give them an inside look into your model and the way it really operates. And one thing that we’ve really finished lately is we launched a Behind the Door sequence the place we take our viewers into these massive model moments and these behind the scenes, restaurant openings and lounge gallery installations, and it actually builds a connection between a model and a person earlier than they even stick with you. And I believe that it’s undoubtedly necessary now that we’re in Arlo’s tenure anniversary, that we’re leaning into this much more and bringing folks nearer to the model by issues like behind the scenes content material and social first marketing campaign. So actually enthusiastic about, issues which might be coming throughout the subsequent yr, however that is one thing that we’re actually, actually, utilizing because the spine to our social media technique.
Cassady Quintana:Oh, I like that. And it’s superior. It’s type of the identical factor I discussed of, when you really feel like, you recognize, the realm or the property, you’re already 5 steps forward. However past that, when you really feel such as you resonate with the people who work at that property, I talked about, beforehand in a webinar I did that, I went to resort in Mexico final yr and I stalked their social media. And once I acquired there, I really feel like I already know, I already knew the people who works there, despite the fact that I had by no means met them. However as a result of that property was so adamant on posting their folks, as a result of your folks is what makes your property particular, proper? You can have probably the most stunning lodge, it might be having, it might have probably the most gorgeous facilities, but when your service and your folks don’t match as much as that, the expertise falls brief. So I like that you just guys are doing that. I really feel like folks first is the best way to do social media due to course we’re gonna join with actual folks apart from only a nonetheless picture of an empty room. So type of as we wrap up a bit bit, I like to ask all my company this, when you might give hoteliers which might be attempting to enhance their social media proper now, one piece of recommendation, what would you give them?
Dino Jevric:I believe that the most important piece of recommendation that I’d give is actually focus and hone in on the ever shifting panorama that’s social media. You already know, social panorama is all the time shifting and you actually must be shifting alongside of it. It’s necessary to remain curious. It’s necessary to be culturally conscious and have your finger on the heart beat of all issues which might be taking place throughout the hospitality trade. Nevertheless it’s additionally necessary to not get too comfy with one method of social media. I believe extra importantly although is actually give attention to content material that’s really precious to your viewers, and never simply visually interesting. I believe going again to what we have been speaking about by way of folks simply, or manufacturers simply posting photographs of a mattress, photographs of an empty foyer, it’s actually not driving folks to your lodge. It’s in all probability driving them away as a result of they actually can’t connect with that. And I believe that when you persistently create content material that makes somebody say, I might see myself staying right here, or I might actually see myself having fun with this expertise, you’re actually already forward of most manufacturers. So these are two items of recommendation that I’d actually give which might be actually, actually necessary to succeeding in hospitality, social media.
Cassady Quintana:I like that. And former, you talked about Arlo’s developing on its 10 yr anniversary. To start with, congrats to you and to the group. That’s such an superior place to be. It’s tremendous thrilling. Do you will have something you’ll be able to share with us, perhaps some thrilling campaigns or bulletins developing?
Dino Jevric:Yeah, I imply, it’s been a very long time coming. We’ve actually developed as a model over the previous 10 years and we’ve succeeded in a lot. However yeah, this yr is our 10 yr anniversary. We now have wonderful, wonderful, wonderful provides coming very, very quickly. I’m fairly certain that they’re in all probability gonna be launched by the point that is posted, so I’ll simply go forward and speak about them. However for social particular, we’re really launching a ten yr throwback drop. So that you’re gonna be capable to keep prefer it’s 2016 and we’re gonna be dropping $100 identical day rooms day-after-day from 10 to 11:00 AM lodge native time for these which might be in numerous areas. However yeah, that’ll be taking place day-after-day for the remainder of the yr. We’re partnering with some large social media companions to type of get this marketing campaign going. So yeah, I’m simply actually excited to see the place that goes. Yeah, the model is actually pleased with the place we’re. We owe it to the group. We owe it to the individuals who have been loyal company and individuals who we proceed to welcome day-after-day. And yeah, we’re simply actually, actually comfortable to be on this place celebrating 10 years, with you guys.
Cassady Quintana:As you have to be. That’s an superior place to be and it’s tremendous thrilling. We’ll be certain that we keep updated on all the things you guys are launching. So Dino, thanks a lot for becoming a member of. For our listeners which might be right here, the place can they discover you?
Dino Jevric:Effectively, you could find me. I really simply launched a brand new publication, known as the Pickup Report and the place I dissect what’s taking place in social media, particularly inside hospitality, and I dissect matters just like the one which we mentioned at present from a inventive and efficiency perspective. So you could find that on substack and LinkedIn. However personally, you may discover me on LinkedIn, first and final identify. Be comfortable to attach with all of you. And yeah, if anybody has any questions or something, I’d love to debate.
Cassady Quintana:Completely. Effectively, thanks Dino, once more for becoming a member of me. That is such a precious dialog and I hope our listeners get one thing out of it. However thanks for taking the time to affix me at present.
Dino Jevric:Thanks a lot for having me. Admire this chance.
Cassady Quintana:Excellent. And thanks to all our listeners. We are going to see you subsequent time on the Social Success Podcast. You’ll want to subscribe wherever you get your podcast so that you don’t miss an episode. The Social Success Podcast is produced by Journey Media Group, our editor isBrandon Bell, with Cowl Artwork by Bary Gordon. I’m your host Cassady Quintana, and we hope you loved this episode.
