Get Social: Hotels

Social Media Trends in the Hospitality

Industry

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ObjectivesThe COLLOQUY-DMA national surveyresults show the 2009 average socialmedia spend for marketers acrossdifferent objectives:

• Customer loyalty: $88,000 (51%)• Brand awareness: $53,000 (31%)• Customer acquisition: $30,000

(18%)

The amount of social media budgetMarketers allocated to loyalty objectivesincreased by 293% over the past 12months, easily surpassing allocationincreases for all other social media-related

marketing objectives.

Social Media Stats

• There are 500 million Facebook users.

• Twitter boasts about 65 million tweets per day, and 1 of every 5 tweets mentions a product or a brand.

• There are 550,000 groups on LinkedIn across 150 industries.

Social Media for Customer Acquisition

Time to reach audience of 50 million(Source: Shift Happens)

• Radio: 38 years

• TV: 13 years

• Internet: 4 years

• iPod: 3 years

• Facebook: 2 years

Social Media for Customer Acquisition:Who should be in your network?

• Business travelers (corporate accounts, sales, service professionals, international)

• Leisure travelers• Travel agents• Associations, civic groups,

conference organizers, event planners

• Influencers: travel magazines, travel sites, travel bloggers

• Competition

Social Media for Brand Awareness

Social Media for Brand Awareness

• Brand monitoring: listening to conversations about your brand.

• Identifying brand messages.• Creating consistent voice across various

touch points with prospects, customers, influencers.

• Leveraging market trends: staycation, co-working space for freelancers & solopreneurs, etc.

Social Media for Customer Service & Customer Loyalty

Social Media for Customer Service & Customer Loyalty

• Monitoring customer feedback and inquiries.

• Prompt response to customer feedback.

• Managing reputation and addressing negative media.

• Requesting suggestions on how to improve customer service from customers.

Best Practices for Customer Acquisition:

Know your customers and leverage what you knowMGM Mirage, Las Vegas

Twitter & FB content: • night club entertainment; • special restaurant offers;• jackpot winners; • special rates for friends

and followers;• a separate website and

Twitter profiles for corporate accounts.

Best Practices for Customer Acquisition:

Karma Capitalism & Social Responsibility

TownePlace Suites by

Marriott:

With a simple click on the

brand’s new Facebook

Application, you make a bed

and TownePlace Suites

donates $2 to American

Red Cross Disaster Relief.

Best Practices for Customer Acquisition:

Location, Location, Location-Based Social NetworksGowalla is an example of alocation-basedsocial network that letspeople tell others wherethey are with their GPS-enabled smart phone. Hotelguests who check inwith Gowalla are offeredspecial promotions,including free nights at thehotel.

Best Practices for Brand Awareness: Tap into existing passions

Ace Hotel

Best Practices for Brand Awareness : Tap into existing passions (cont.)

Best Practices for Brand Awareness: Think like a publisher

Luxury Manifesto from Hilton’s Waldorf AstoriaHotels & Resorts:A series of taped conversationsbetween John Vanderslice, globalhead of luxury and lifestyle at ilton and “luxury leaders” such asNew Yorker Magazine publisherLisa Hughes, designer TommyHilfiger and Steve Sadove of

SaksFifth Avenue. Hilton posts thevideos online to get consumersand luxury insiders talking aboutthe new luxury concepts.

Best Practices for Brand Awareness: Address image problems

Destination Hotels & Resort’

Wild Dunes in Charleston,

SC saved its peak season in

2008 by addressing the

image problem caused by

beach erosion through

optimized press releases,

YouTube video of the golf

pro and comments on

TripAdvisor.

Best Practices for Customer Service &

Customer Loyalty: The Rules of Engagement

The Marriott News Center(www.MarriottNewsCenter.com):With this new social andmultimedia hub, which welcomes12 million unique visitors a month,there's just one single place toconnect for all Marriott onlinenews, photos, videos, blogs, Twitter feeds, and more.

Best Practices for Customer Service & Customer Loyalty:

Comfort

Conrad Hotels & Resorts

takes it to a new level of comfort

with extensive pillow menus that

include more than 75 varieties of

pillows to choose from across the

globe. Conrad Hotels & Resorts’

pillow menu choices vary by

destination and are posted on the

hotels’ websites.

Social Media Metrics: Outreach

• Number of posts and updates

• Number of new and returning visitors to your blogs and websites

• Number of friends, followers, members, RSS subscribers

Social Media Metrics: Influence

• Repeat visitors• Followers of followers• Directory listings• Referrals from social

networks• Republished links• Retweets• Technorati authority

for blogs

Social Media Metrics: Engagement

• Number of bookmarked links or items saved to wishlists

• Content ratings, likes, favorites• Time spent onsite• Number of comments• Number of questions• Number of downloads• Number of views• Click-through rate (CTR)• Number of email subscriptions• New member registrations• Number of purchases• Number of recommendations

Social Media Metrics:

Market Research

• Analysis of audience feedback for neutral, positive and negative attitudes and emotions

• Analysis of keywords that people use to tag your content on bookmarking sites

• Analysis of keywords people use to search for your content, products or services

• Tracking of your company name and URL.

• Customer reviews• Complaints• Surveys

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