Hotels and event venues should incorporate storytelling into their content marketing to attract event organisers post-pandemic.
This was one of the key themes discussed at the Thailand Incentive & Meeting Exchange (TIME) 2022 event, which took place online on 27 April. The webinar, introduced by Nichapa Yoswee, senior vice president, strategic marketing and business development at Thailand Convention & Exhibition Bureau (TCEB), focused on content marketing and how to take this to the next level post-pandemic.
The webinar featured a session with Felicity Zadro, founder and managing director of marketing communications agency Zadro and El Kwang, founder of Beam. Participants were then invited to attend one of five breakout room sessions, where they were able to meet overseas TCEB representatives for markets including Singapore, China, Japan, India and long-haul (Australia & New Zealand and UK & Europe), to learn first-hand about current MICE trends for those particular destinations.
Zadro urged hotels to focus on what makes an organiser choose one property over another, and to focus on these aspects in their marketing.
“Content marketing today is more important than ever before and can make a real difference as people return to buy MICE products,” said Zadro. “For hotels, potential customers don’t know what your property has been doing for the last two years. They want concise information and how you present your product can make a real difference as to whether you are stopping people in their tracks. As a hotelier, you have the power to change that narrative and communicate why you are different.”
Zadro said that while hotels might think they are selling rooms, what people are actually now buying into is the experience.
“The future of their company might depend on going to this event so they are buying inspiration for their sales team,” she said. “If I was a sales manager selling a ballroom, I would tell the story behind an event that was hosted there.
“As a buyer, I can see you’ve got windows and the equipment - all of this is important, but more compelling is the story behind the venue. No one will remember the capacity of rooms but they will remember the experience that others had at your property.”