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The world of creative production is more demanding and less forgiving than ever. The hospitality industry is one industry really feeling the impact. With so many guest experiences going digital, more and more creative assets are needed on shorter deadlines. And hoteliers with multiple locations, teams, and approval requirements may struggle to keep up.
The key to hitting those quick, high-volume deadlines without sacrificing creativity is the same as any other industry: efficiency.
But in hospitality, we know there’s a standard of excellence you expect to deliver in everything you do. Your creative process is no different. In order to ensure you have the assets you need to maintain that reputation with your guests and partners, here are some tips to make efficiency a routine part of your creative process.
1. Identify the Gaps
As your hotels and guest experiences evolve, it’s easy to get caught up in the whirlwind of demands and patchwork your process to keep it moving. But that only leaves you with vulnerable gaps that can slow you down or cost you in the long run. Whether you’re having trouble managing client expectations and communications or struggling to coordinate time zones for asset delivery and feedback, the first step to more efficient production is identifying the key hurdles in your process.
This means deeply analyzing your day-to-day workflows, team dynamics, and toolset to identify key pain points and challenges. While being agile is crucial to adapting to your rapidly changing environment, the best way to do that is to take a step back to fix the things that aren’t working first. Every small delay or hurdle you can eliminate can have a major impact on your speed, your output, and your team morale, which all translates to the experiences your guests will have.
2. Create Workflows that Work
Equipped with all the knowledge you’ve gained from step #1, it’s time to create workflows that accommodate and address every need. That also means understanding our products and your offerings on a deeper level and how they fit in. When your properties have hundreds of rooms and dozens of activities, no product value can overcome the challenge of disrupting your processes — so make sure they’re in sync. (Get more tips on leveraging tech in hospitality from Fairmont Hotels).
As AI and new tech continue to redefine guest experiences in our industry, it’s also expediting the creative process in remarkable ways. So augmenting a well-structured workflow with strong communication, agile methodologies, achievable milestones and more, with proprietary tools can create the perfect catalyst for automatic efficiency.
3. Find the Right Tools
Speaking of tools and automation, what are you using to minimize repetition in your process? When you have dozens or hundreds of asset variations in any given campaign, manual tasks — such as resizes, language translations, imagery, etc. — can significantly slow you down and delay launch dates. If you don’t have the time or expertise to constantly develop or implement new tools, then you should find a partner who can.
With the capabilities of AI only scratching the surface, your search for new solutions and technologies that can help automate the redundant tasks in your production process should be never-ending. There are now tools out there that can automate layouts to optimize space, produce standardized components, and resize images for bulk production text treatments, while hospitality platforms like Hoteza are bringing the luxury concierge treatment to staff and guests alike. With the right tools, you can both streamline your internal processes and elevate your online experiences, helping you turn more curious browsers into continuous bookings.
4. Partner with Technical Creative Team
A good creative studio efficiently produces high volumes of work without compromising quality or creativity. And in the hospitality world right now, that’s never been more important to remain competitive. At Assemble, we lead the conversation from a technical perspective, overseeing the end-to-end process with strategic oversight, while fusing exceptional efficiency, empathy, and trust in every deliverable you get from us.
Whether it’s building a modular website with reusable templates to accommodate multiple locations or integrating a complex online booking system across several platforms, we provide the technical mastery and strategic creativity to ensure simple workflows and long-term success. We’ve even built some of our own tools along the way to make our production faster, more efficient, and the highest quality possible. Check out on our BannerForge toolkit to learn more.
That being said, your overall guest experience prides itself on being unique, so working with a creative partner shouldn’t jeopardize that. Assemble’s services are tailored to your unique needs, pain points, and vision for the future to ensure the final delivery exceeds expectations. You want a continuous flow of fresh ideas to maintain your standard of excellence in a rapidly changing landscape, and that’s exactly what we deliver.
5. Continuously Optimize
At Assemble, our job at Assemble is never finished. If there’s a new technology or service out there that can benefit our clients, we’re going to become experts in it. Our team is certified by Google in HTML5 Development, Quality Assurance, and Dynamic Creatives, with developers who have unparalleled experience in Motion Graphics, UX/UI, video editing, and more, to provide that technical execution for any platform. Whatever you’re doing to elevate your internal operations or guest experiences, it’s vital to keep a pulse on the progress and make on-going adjustments to ensure continued success. And utilizing the unique skills we’ve cultivated through partnerships with some of the world’s largest hotel brands, we can masterfully manage and optimize all asset types to keep your creative at the level it needs to be.
And that due diligence translates to an average reduction of digital production costs of around 40%, as well as significant improvement in speed to market and creative quality of assets.
Redefining Creative Production for Hospitality
Assemble has worked with some of the world’s most well-known luxury hospitality brands, delivering high-quality designs and development that deliver unforgettable digital experiences for guests. We understand how important functionality, scalability, and cohesion is to your online presence, and we make it easy to achieve. To learn more about how we can partner with you to bring efficiency and sophistication to your creative production process, get in touch with us today.