NEWS Topic of ThE moNTh markETiNg oN-liNE pulS Spa
Vip iNTErViEW rEporT coNcEpT & DESigN TEchNology & EquipmENT
toPiC oF thE Month
ter to hotels. The application enables the using Twitter. While most hotels perform a 6. Starwood Hotels & Resorts. but very often gives valuable tips and links
sending of short messages between view- kind of monologue, informing about the Updates on their micro-blog have to industry information which may be useful
ers and viewed profiles. Furthermore, it af- latest events in the hotel and its special of- been viewed by more than 3,800 users. for travellers.
fords an opportunity to build a group of fers or discounts, Hyatt introduced some- It is a remarkable tool that helps to com- 10. Tiara Hotels & Resorts.
reliable Customers, recognise their expec- thing known as @Hyatt Concierge. I use municate, build relations with the Custom- This Portuguese hotel chain remains
tations, and in meeting these, generate the word ‘something’ on purpose, as it is er and provide services. ‘Customers can very active on Twitter; its profile has over
satisfactory revenues. very difficult to describe the nature of this participate in open and fair discussion,’ 1,000 messages and guests, over 2,000
1. Marriott Hotels & Resorts. application. Is @Hyatt Concierge a service, said David Godsman, VP - Global Web for viewers and 1,600 viewed. ‘The strategy of
Bill Marriott was the first to notice a communication channel or a staff posi- Starwood. Tiara is based on a “be visible” concept: to
the growing potential of social network- tion? Each user of the blog can ask ques- 7. Morgans Hotels. get out there and reach the largest amo-
ing services available on the Internet. In tions of a similar nature to those frequently Similar to the other chains listed unt of potential customers,’ stated Nuno
2007 he introduced a blog: “On the More”. asked of hotel concierges, such as: “Hello@ above, Morgans Hotels attract a signifi- Valinhas from Tiara Hotels & Resorts.
Nowadays Marriott’s updates on Twitter Hyatt Concierge, can you tell me how far cant number of users. They also describe Polish Hotels on Twitter.
are viewed by more than 12,000 people, it is from your hotel to the Grand Theatre?” and provide the links to the music played We managed to find one hotel chain
and 9,400 users are viewed by the Marriott Then someone from Hyatt – likely from the at their hotels. and four independent hotels from Poland
account. customer service department – answers 8. Fairmont Hotels & Resorts. on Twitter. Two are situated in Cracow,
‘Creating brand awareness and main- the question online. In this way a direct dia- The Fairmont PR team uses Twitter the other two in Sopot. While the proper-
taining guest loyalty are the platform’s most logue is created with the Twitter user that mainly to leverage travel and news me- ties from Cracow have been active on the
important purposes,’ said John Wolf, senior allows the hotel to have close contact with dia. Their aim is to deliver journalists daily portal for some time, the hotels from Sopot
PR director for Marriott International, who individual customers. updates from the brand and its group of have only been on Twitter for a month and
added that it’s not about return on invest- 4. Joie De Vivre Hotels. luxury hotels. have already significantly impacted the
ment – ‘it’s about return on engagement.’ Compared to the larger chains at ‘Twitter costs almost nothing, you can number of viewers of certain profiles. The
2. Ritz Carlton Hotels. the top of this list, Joie De Vivre Hotels has easily learn how to work on it, and it is very Cracovian Hotel Matejko is now viewed
The Ritz seems to be a greenhorn on a significant number of viewers (3,200) and fast,’ pointed out Mike Taylor PR Manager by 139 people, while
the micro-blogs stage as it joined Twitter viewed (3,400). The chain uses Twitter to pro- at Fairmont Hotels & Resorts. ‘Every ho- The Unicus, open-
on 29
th
April 2009 and had about a thou- mote special room offers at its properties. tel and brand should consider participat- ing in the middle
sand viewers at last count. However, their 5. Omni Hotels. ing on Twitter, because although it is often of September,
updates show much effort is being made The greatest advantage of Omni’s seen as temporary, it is still worth it.’
by the chain to modify this result. As well profile on Twitter is its personalisation. Pho- 9. Millennium Hotels.
as the usual textual updates Allison Sitch, tos of the employees who handle the mi- Though its
PR Director, uploads inviting photos of the cro-blog service are posted on Twitter and profile name is Mil-
properties belonging to the chain. because of this, users have the impression lenniumPR, the hotel
3. Hyatt Hotels & Resorts. that they can contact a particular person, chain does not just
What makes Hyatt different from the which itself remains of huge value within focus solely on pro-
other chains listed? Mainly their idea of social networking services. moting their brand,
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photo: shutterstock
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