“Don't be in the business of playing it safe. Be in the business of creating possibilities for greatness. Innovate or die, and there's no innovation if you operate out of fear of the new or untested.”
– Bob Iger, Ride of a Lifetime (2019)
The purpose of an HN Thematics campaign is to holistically demonstrate thought leadership over a campaign length of three months of regularly published content pieces. To show true leadership, though, these content pieces cannot simply be ‘more of the same’ or surface-level coverage of what’s current hospitality trends, what’s on the horizon, or what hoteliers already know about your products.
In the world of ChatGPT and the explosion of rote content that has resulted, audiences are trained to quickly dismiss and disengage from these seemingly reductive pieces. To cut through this noise and engage readers or viewers, HN Thematics content should be thought-provoking. It should offer opinions by taking a stance on where the hotel industry is headed as supported by examples and statistics. It should look beyond what other companies are publishing and offer something fresh.
The point we emphasize throughout a Thematics campaign is that ‘specificity makes the story’, which is to say that it’s the sensorial details within a piece of writing or video interview that the audience will remember and cast your company in a positive light. Content should therefore go into the specifics of a subject matter in order to create visual imprints in people’s minds.
This specificity can be achieved by the following means:
Named examples of hotel properties, groups, or brands that use your products, how they use your products, any customization that was completed, results from usage
Testimonials from hoteliers that detail installations and procedural adjustments
Stories about on-premises operational challenges and how they were overcome
If approval can be obtained, the financial impact or improvements to guest satisfaction from using your products
Doing a deep dive of how certain product features work and how these features are better or differentiated from competitors
Images or screenshots of your products in a live setup
Fascinating observations from the use of your product that reveal insights about guest behavior or ways to improve operations
Aggregated insights from the totality of data across all hotels using your products
Ultimately, what’s good for audiences is good for your company. Don’t play it safe; create content that resonates by being bold. We look forward to helping you build brand equity through Thematics.
Questions? Use our chat function (bottom right of this page), or contact Jill Dassen.