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COVID-19 has caused many to reflect upon the fundamental operations of our global society and our day-to-day lives, including the way we travel. In hospitality, many are wondering how an industry that is so reliant on personal interactions can recover from the crisis and earn back guest confidence.

Lessons from The Last Dance
Posted: 08/10/2020

I don’t know about you, but I loved watching The Last Dance, the story of Michael Jordan & The Chicago Bulls' last season together and their journey to their 6th championship, and second triple win (3 years back to back, twice).

With the news cycle laser-focused on the looming threat of a COVID-19 second wave happening in nearly every territory, it is up to each and every hotel to ensure we are all fully compliant with virus safety guidelines in order to restore group booking confidence. And the only way to ensure compliance with these safety guidelines is through contactless and compliance technologies to give guests a strong guarantee of proper sanitization as well as peace of mind.

A great deal has been written over the years about the viability of moving a hotel’s property-management system (PMS) to the cloud to take advantage of the latest technologies, but hoteliers need to realize that it’s not the only viable option. All platforms have advantages, including self-hosted, private cloud and on-premise solutions that leverage the latest mobile, contact free and web-based technologies. Independent operators can still enhance the digital guest experience, support personalized and mobile check-in, deploy contact free technologies, and secure hotel/guest data even if their PMS does not reside in the cloud. It should not be a question of “Cloud or On Premise?” but rather “Does the PMS solve your business objectives in both technology and service?”

Much has been written in the mainstream hospitality press about the challenges COVID-19 has presented to the industry. Hotels are in more pain than at any time in our memories. Because of the extensive media coverage, I won’t dwell on this topic further in what is primarily a technology column. But it’s the background for this week’s column, and so merits acknowledgement.



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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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