Friday Round-Up: Hottest Days, Innovative Solutions, Industry Challenges and Marketing Trends in 2023

Welcome to this week’s round-up at Walter Geering! As temperatures soared, the UK experienced the hottest days of the year so far, igniting a surge in last-minute getaways and staycations. This resulted in a continued increase in orders and kept our team busy fulfilling the demand.

Exciting news! We are thrilled to announce the successful deployment of our Floating Dispenser System across a national holiday park group. Previously, this customer believed that dispensers were not a feasible option due to their predominantly glass-paneled bathroom setup. However, thanks to our innovative system that doesn’t rely on drilling, unlike traditional dispenser systems, the customer has now achieved remarkable results. They have saved an impressive 73% on toiletry spend and significantly reduced plastic waste within their business. We are proud to offer sustainable solutions that cater to diverse requirements.

In other news, our very own Jessica Marson, Head of Sales and Marketing, recently had the opportunity to interview with Business and Industry Today. The interview shed light on the continued innovation at Walter Geering and how we are adapting to the growing staycation era. Check out the full interview here. We appreciate the recognition and are dedicated to pushing the boundaries of toiletry packaging while aligning with sustainability goals.

Moving on to industry updates, the BBC reported this week that unfilled job vacancies continue to pose a significant challenge for UK hospitality businesses. Scottish business owner Stephen Leckie shared his struggle, stating that he has a staggering 1800 positions to fill across his hospitality portfolio. Leckie attributes this labor shortage primarily to the lack of European workers. He emphasizes the need for the government to release working visas and facilitate the return of European staff who left during the early part of the lockdown. Leckie believes that these workers genuinely want to contribute and work hard in Scotland. This issue highlights the urgent need for support and collaborative efforts to address the labor shortage in the hospitality industry. We are also hearing similar struggles from many of our customers.

Let’s take a moment to explore the hottest marketing trends for hotels in the current landscape. As the staycation era gains momentum, hotels are leveraging various strategies to capture the attention of travelers and enhance their guest experiences.

1. Personalisation: Tailoring marketing messages and offers to individual guests is becoming increasingly important. Hotels are utilizing customer data and insights to deliver personalised recommendations, exclusive offers, and customized experiences that resonate with their target audience.
2. User-generated content: In an era driven by social media, user-generated content has become a powerful marketing tool. Hotels are encouraging guests to share their experiences through photos, videos, and reviews, which not only generates authentic content but also boosts brand visibility and credibility.
3. Sustainability initiatives: With growing awareness about environmental issues, sustainability has become a crucial consideration for travelers. Hotels are incorporating eco-friendly practices and highlighting their sustainable initiatives as a key selling point. From energy-saving measures to locally sourced amenities, showcasing a commitment to the environment is a significant marketing trend.
4. Influencer collaborations: Collaborating with influencers and social media personalities has proven to be an effective way for hotels to reach a wider audience. By partnering with influencers who align with their brand values, hotels can create captivating content and tap into new markets, enticing potential guests with aspirational experiences.
5. Virtual experiences and tours: As technology advances, virtual reality (VR) and augmented reality (AR) have gained traction in the hotel industry. Hotels are using these immersive technologies to provide virtual tours of their properties, allowing potential guests to explore rooms, facilities, and amenities from the comfort of their own homes.
6. Mobile-first strategies: With the widespread use of smartphones, hotels are prioritizing mobile optimization and developing user-friendly mobile apps. From seamless booking processes to personalized mobile concierge services, providing a smooth and convenient mobile experience is crucial for attracting and retaining guests.

By embracing these marketing trends, hotels can effectively engage with their target audience, differentiate themselves from competitors, and create memorable experiences that leave a lasting impression. As the industry continues to evolve, staying up-to-date with the latest marketing strategies is essential for hotels to thrive in the competitive market.

That wraps up this week’s news at Walter Geering. We hope you enjoyed the updates and insights into our latest achievements and the broader industry landscape. Stay tuned for more exciting developments and innovations as we continue our mission to deliver exceptional products while prioritizing sustainability.

If you have any questions or would like further information, feel free to reach out to our team. Have a fantastic weekend!