In an era where every brand is fighting for a sliver of attention amidst the digital din, marketing executives are on a perpetual quest for distinctiveness. One approach that’s resurfacing with gusto is nostalgia marketing, a potent tool that takes individuals on a reminiscent journey to seemingly simpler times. For travel and hotel brands aiming to create a deeper connection with their audience, invoking nostalgia can be a game-changer.
Nostalgia marketing is more than just a whimsical journey down memory lane; it’s a savvy strategy that taps into the emotive reservoir of audiences. This form of marketing has proven effective for a multitude of brands, and the travel and hospitality sector stands to gain significantly from its charm.
The concept is simple yet powerful: leverage the familiar, comforting memories from the past to build a strong, positive association with your brand. Let’s take a look at three brands that are mastering nostalgia marketing exceptionally well.
NYSYNC Takes Us Down Memory Lane
The NSYNC Comeback that almost every millennial has been waiting for. Moreover, the buzz created by NSYNC’s latest reunion and first single released in 20 years is a testament to the enduring allure of nostalgia. The music group smartly teased the release of ‘Better Place’ for the “Trolls Band Together” soundtrack with a timely content drip strategy that transported fans back to their teenage and childhood years.
Through tons of video content and memes that inundated social media feeds, including an unexpected appearance at the 2023 Video Music Awards, the boy band kept audiences guessing as to whether or not a bigger reunion was in play. From live performances that took place in NSYNC’s early years to behind-the-scenes footage of the boys coming together to record this new single, fans were taking on a nostalgic journey down memory lane that they too partook in. Fans took to their own social media platforms, dusting off their old NSYNC posters and CD albums, and influencers created engaging videos that displayed their overwhelming excitement over a rumored reunion tour — all of which went viral and amassed millions of impressions ahead of the new single release.
The result? Overwhelming positive reception as the single debuted No. 25 on the Billboard Hot 100 charts, underscoring the power of nostalgia marketing.
The FRIENDS™ Experience Transforms & Transports
Initially designed for the 25th anniversary of the show, the Friends Experience started as an interactive exhibit in New York and later secured a permanent location there, eventually evolving into a traveling display. The immersive pop-up blends experiential marketing with nostalgia by allowing fans to step into the iconic sets of the beloved sitcom. By wandering through Monica’s apartment or sipping coffee at Central Perk, visitors are transported back to a cherished time, which generates invaluable word-of-mouth marketing and social media buzz.
When examining the hallmarks of exceptional branding – knowing your target demographic, deeply connecting with the audience, standing out while remaining relatable, maintaining a consistent voice, and possessing a compelling story – “Friends” excels in every aspect. This explains why, a quarter-century after its initial broadcast, it retains a fervent fan base and continues to attract new enthusiasts.
“Friends” premiered in 1994 and concluded in 2004, yet it boasts fans younger than the show itself, some of whom were born after its debut while reengaging loyal ones through this pop-up experience.
Nickelodeon Hotels & Resorts Embodies Nineties Nostalgia
Nickelodeon Hotels & Resorts offers a profound case study in the art of tapping into nostalgic sentiments, especially among Millennial parents who grew up with Nickelodeon’s iconic content.
By offering a modern vacation experience dipped in ’90s Nick nostalgia, the brand has managed to create a unique proposition. Guests can revel in the company of beloved characters from their childhood like SpongeBob SquarePants and the Teenage Mutant Ninja Turtles. Simultaneously, they can visit with their own children who are also growing up with some of the same beloved characters that have spanned several decades.
One standout element at Nickelodeon Hotels & Resorts Riviera Maya, in particular, is the Snick Lounge. This space doesn’t just incorporate nostalgia; it embraces it wholeheartedly. For those unacquainted, Snick was Nickelodeon’s Saturday night programming block featuring favorite shows of many millennial childhoods. And the lounge? It brilliantly replicates that very essence.
From the iconic Snick couch replica — which serves as a focal point and evokes vivid memories of weekend TV viewing — to the various images from beloved shows like “Ren & Stimpy” and “Rugrats”, the ambiance is a delightful trip down memory lane. Yet, the nostalgia is presented in a refined manner, not coming across as an overt throwback but rather a fusion of past and present. The neon sign that reads “Happy, Happy, Joy, Joy”, a notable catchphrase from “Ren & Stimpy”, encapsulates the feelings many visitors experience.
But the nostalgia doesn’t end with the Snick Lounge. Another noteworthy feature at the resort is the “Good Burger” establishment. Evoking memories of the comedy sketch turned movie, Good Burger offers a novel dining experience. Not just any burger joint, it is infused with classic Nickelodeon™ heritage. The atmosphere is enriched with elements that blend sophistication with playful undertones, from classic pinstriped uniforms to a playful spin on signature food items, classic pinstriped uniforms, and phrases familiar to fans.
What Nickelodeon Hotels & Resorts underscores is that nostalgia marketing, when executed thoughtfully, can resonate deeply with its target audience. For travel and hotel brands, this presents a compelling blueprint: blend cherished memories with current offerings to create unforgettable experiences that bridge the past and present, resonating deeply with consumers.
How Travel Brands Can Tap Into Nostalgia Marketing
The takeaway for marketing mavens in the travel and hospitality sphere is unmistakable. Nostalgia is a powerful emotional trigger, and when employed astutely, it can transcend the ordinary brand experience. By integrating elements that evoke fond memories, travel and hotel brands can craft a distinctive narrative that resonates on a deeper emotional level, encouraging customer loyalty and sparking social conversations. Let’s take a look at some of the ways that hotels and resorts can do so:
- Integrated Onsite Brand Partnerships or Experiences: Hotels can collaborate with brands that have a strong nostalgic connection with audiences. For instance, a hotel might partner with a classic toy brand to offer vintage game nights in their lounge or recreate iconic TV show sets within the premises, like a “Friends”-inspired coffee shop. Such partnerships provide guests with an immersive trip down memory lane.
- Themed Suites, Villas, and Packages: Taking a page out of a brand like Hard Rock Hotels, themed suites can not only draw in direct booking revenue but also give you a marketing edge that helps your brand stand out. Whether that’s taking guests back to the glamorous Hollywood of the 50s or the rock-n-roll spirit of the 70s, hotels can offer guests an escape to another time by theming rooms or full vacation packages around beloved eras or cultural time periods. This can include everything from the décor to the in-room amenities and even luxury transfers in a vintage car (as one example), ensuring a comprehensive experience.
- Live Entertainment and Themed Events: Music, dance, and art are powerful mediums to evoke nostalgia. Hotels can host events like retro dance nights, classic film screenings, or vintage fashion shows. By bringing together live entertainment and themes from yesteryears, these events can provide guests with both a sense of familiarity and novelty, making their stay unforgettable. For brands with a bigger budget, hiring iconic artists for a concert, a fan come-along, or an intimate poolside performance can lure in travelers who are looking to relive memories.
A blend of the right nostalgic elements with modern-day amenities can lead to impactful, share-worthy experiences for travelers. And in a world where every individual is both a consumer and a content creator, creating Instagrammable, nostalgic moments could be the ticket to virality and, by extension, a significant uptick in brand affinity and loyalty.
The road ahead for travel and hotel brands is paved with opportunities for memorable engagements. By intertwining the threads of nostalgia into the fabric of their marketing narratives, these brands can weave stories that not only resonate but remain etched in the hearts of their audiences.
Do you need help crafting nostalgic experiences that capture travelers and keep them coming back? Click here to learn how Alliance Connection works with travel brands like yours to craft memorable guest experiences, programming, and partnerships that drive expand reach, awareness, and drive revenue.