Hotel Giants Ramp Up TV Ad Spending, Focusing on Viewer Engagement
The landscape of television advertising in the hotel industry witnessed a significant shift last year, with top hotel brands increasing their investment in traditional broadcast TV commercials. This move comes amidst the growing popularity of streaming platforms, highlighting the ongoing relevance of TV ads in reaching and engaging audiences.
Hilton Dominates TV Ad Spend
Hilton, a leading name in the hospitality sector, spearheaded this trend by allocating a staggering $58.5 million to TV advertising in the past year. This expenditure not only placed Hilton among the top 150 national TV advertisers across various industries but also led to an impressive frequency of ad airings, sometimes totaling 6,000 in a month for its diverse range of approximately 80 advertisements.
Marriott's Strategic Ad Approaches
Trailing behind Hilton, Marriott International adopted a more diversified approach in its advertising endeavors. Marriott’s focus spanned from promoting its loyalty program to highlighting its individual brands like Autograph Collection, W Hotels, and Westin. Additionally, Marriott executed dedicated branding campaigns for its Courtyard brand and launched a new initiative for SpringHill Suites in 2023.
Wyndham's Sizable Increase in Ad Spending
Wyndham Hotels & Resorts marked its entry as a significant player in TV ad spend last year, with an estimated budget of $14.8 million. This marked a substantial increase from its modest expenditure of around $89,000 in 2022. Wyndham's strategy included the launch of several commercials, notably featuring the 'Your Wyndham Is Waiting: Work Trips' campaign and innovative in-room mirrors at select Days Inn by Wyndham properties, designed to enhance the guest experience.
Navigating the Evolving TV Landscape
Despite the declining audience numbers for linear TV programming, hoteliers are investing more in TV ads. This trend is partly attributed to the recent screenwriter's strike, which resulted in a scarcity of original programming and subsequently higher ad rates. Live sports, concerts, and events continue to be highly sought-after avenues for reaching specific demographic targets.
IHG's Integrated Ad Campaigns
InterContinental Hotels Group (IHG) leverages TV ads to complement its marketing across various channels. IHG’s ‘Guest How You Guest’ campaign, initiated in 2022, continues to promote its brand portfolio globally. The campaign emphasizes the unique ethos of IHG properties, encouraging guests to be themselves. Concurrently, IHG's ‘Travel Like You Mean It’ campaign, focusing on its luxury and lifestyle hotels, combines TV with digital and outdoor advertising in key markets like the U.S., Britain, the UAE, and Saudi Arabia.