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Enterprise System Pitfalls: Summary
Today I’m wrapping up a series of posts on the broad topic of Enterprise System Pitfalls. In this series, my hope was to help shed light on the primary problems that cause us to miss budgets, fall short on capabilities, or completely fail when implementing an enterprise system. 

The Year in Review
 
As 2019 comes to a close, it’s time to count our blessings. One of mine has been the privilege (and fun!) of being able to reach out to so many interesting companies and get them to tell me what they’re doing that’s different, disruptive, and game-changing. The list of things I have to write about in future columns has only gotten longer in the nine months since I started writing this column.

Sustainable Innovation
 
Sustainability can yield multiple benefits to hotels. Saving energy and water yields direct cost savings. Revenue can be generated by guests who prefer to deal with businesses that minimize their environmental impact. And many would argue that conserving scarce resources is simply the right thing to do.

Meetings Innovation
 
The sale and delivery of groups and meetings is perhaps the most significant and under-automated functions for many hotels. Even though groups often account for 30% to 60% of revenue, most group bookings are still handled manually for most if not all of steps, as they move from a meeting planner’s research to a confirmed booking.

The biggest enemy to any system is complexity. In a system of inputs and outputs, such as an enterprise system, more complexity means more parts are used in interaction with inputs to create the outputs. Every part that must be built and maintained costs time and money



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Hospitality Hype Over Social Media Marketing

03/24/2016
by Priya Patel
What is all the hype about?

That is a great question a lot of businesses are now asking; what is all the hype about with the new social media craze hitting the marketing platform? Facebook and Instagram still remain the top outlets for showcasing new hairstyles and who’s going where, when and with whom for millions of people. Social media is obviously not just a fad. It’s here, and not going away. So why do I, an owner of a hotel or any leisure business need to be on Facebook or Google+?  First and foremost, remember all of the millions of people on Twitter, Instagram and the many other social media sites – at the end of the day, they are our customers! With that many people using social media, it’s only obvious the hospitality industry will be greatly impacted. 

Social media marketing is exactly that – hype! It’s all about getting thousands of customers to find you and to see what is so special about the services you provide. It's about uncapping resources businesses never thought possible before. Everything in the universe evolves; we as people, education, medical sciences, the economy and most importantly our businesses. More, more, and more is what it is all about. Who and how can we reach out to more people and show them what we are selling? That’s what social media marketing is. It is simply not enough to just open a business and rely on luck to bring in customers; we have to go out and grab it.   The best way to get customers to see us is to go where they are. 

Let’s look at some examples to truly show you the impact of this social media craze on a few businesses we know and love. Marriott Rewards joined Facebook in December of 2011 and quickly grew to be one of the largest and most engaged hotel loyalty brands on Facebook, and even won an award for the best social campaign. By using Facebook as a social media marketing campaign, they were able to build brand awareness and in turn, convert customers into prospects and advocates for their rewards program. Part of that marketing was not just creating a Facebook page, but an entire campaign where Marriott would engage with their customers through the social media channel. 

Four Seasons Hotels & Resorts also did a huge campaign across many social media channels using a fuzzy toy “Maxine” as a draw to bring in weekend traveling families. The campaign had the desired result: the hotel saw a 5 percent revenue increase in weekend business, 10 percent increase in Facebook fans and 19 percent increase in Twitter followers. 

These social media marketing strategies are great for brand awareness but also for independent hotels and properties wishing to showcase a specific event or promotion like giveaways, exclusive offers and contests. Now that we know what the hype is all about, what do we do with this information? 

Create verbal and visual content on your website that tells the true story about your business.  Distribute your story using emails, newsletters, photos, reviews, etc. on social media sites that will showcase your property. Use a social media optimization service (SMO) that will create all your social media channels and tie them in with each other as well as with your website. The key is to attract, draw customers in and engage. Use a service that will monitor and track clicks per social media channel so you know what works and what can be improved. In other words, review your social media analytics so you know the effect social media marketing is for your return on investment. 

So there we go folks, now we know. There truly is a hype over social media marketing. Now you must decide if you want to join the ranks or keep wondering later what more you could have done. 

About The Author
Priya Patel
Content Writer

Websrefresh


Priya Patel is a content writer for Websrefresh.

 
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