Dr. Wood has given us a lot of tools for the E- Marketing course. While I was selecting one of the topics for the E-Marketing Blog I saw an article uploaded by Dr. Wood that talked about the social media and the hospitality industry and I personally founded really interesting to share. Therefore here are some of most interesting outcomes that I found on the article.
A monumental shift in the hospitality industry has occurred. Whether you’re listening or not, consumers are using reviews and social media to publicly discuss your hotel. This is happening right now, every day.
On review sites, blogs and social networks, the perception of your property is now controlled largely by consumers. The initial reaction of many hoteliers is to ignore this new reality. That sort of reaction will cost them. Smart hoteliers understand that the game has changed, and they need to get with the new program.
A monumental shift in the hospitality industry has occurred. Whether you’re listening or not, consumers are using reviews and social media to publicly discuss your hotel. This is happening right now, every day.
On review sites, blogs and social networks, the perception of your property is now controlled largely by consumers. The initial reaction of many hoteliers is to ignore this new reality. That sort of reaction will cost them. Smart hoteliers understand that the game has changed, and they need to get with the new program.
Traditional measures of guest satisfaction (cards, surveys) are still valuable. But private surveys are no longer as important as public feedback. Online reviews and social media will give you a more complete appraisal. And unlike private surveys, the feedback from social media is public, influencing the booking decisions of many other potential guests. Before Revinate, it was tough to harness feedback from reviews and social media. No longer. Revinate turns reviews and social media into actionable business intelligence.
Four Categories of Social Media Action
1) Public Guest Satisfaction (PGS) & Online Reputation Analysis
What: Monitor everything being said about your hotel across millions of review sites, blogs, forums and social networks. Analyze PGS feedback in order to improve it.
Why: Gain invaluable new insight. Protect your reputation. Learn what guests truly love, and hate, about your hotel.
Result: Increased satisfaction & loyalty. Incremental bookings. Prioritize operational and facility improvement
2) Competitive Intelligence from PGS
What: “Spy” on your competitor’s guest feedback.
Why: Harness online reviews and social media to discover what guests love, and hate, about your competitors.
Result: Identify competitive advantages and eliminate disadvantages. Discover new marketing channels, tactics and best practices. Optimize your marketing & PR.
3) Social Media Engagement
What: Join the conversations happening right now about your hotel on review sites, blogs, forums, social networks (such as Twitter & Facebook) and location based services.
Why: Take control of your online reputation. Surprise and delight loyal fans and potential guests.
Result: Build fans and new marketing channels. Develop stronger loyalty, and share the unique value & personality of your property with the world. Drive incremental bookings.
4) Portfolio Management (For Brands and Corporate Groups)
What: Monitor the performance of each property in your portfolio. Determine best and worst performers across key PGS and social media metrics.
Why: Unparalleled insight into guest satisfaction and competitive positioning at the corporate portfolio level.
Result: Improved performance across your entire portfolio, and identification and dissemination of best practices across properties.
Four Categories of Social Media Action
1) Public Guest Satisfaction (PGS) & Online Reputation Analysis
What: Monitor everything being said about your hotel across millions of review sites, blogs, forums and social networks. Analyze PGS feedback in order to improve it.
Why: Gain invaluable new insight. Protect your reputation. Learn what guests truly love, and hate, about your hotel.
Result: Increased satisfaction & loyalty. Incremental bookings. Prioritize operational and facility improvement
2) Competitive Intelligence from PGS
What: “Spy” on your competitor’s guest feedback.
Why: Harness online reviews and social media to discover what guests love, and hate, about your competitors.
Result: Identify competitive advantages and eliminate disadvantages. Discover new marketing channels, tactics and best practices. Optimize your marketing & PR.
3) Social Media Engagement
What: Join the conversations happening right now about your hotel on review sites, blogs, forums, social networks (such as Twitter & Facebook) and location based services.
Why: Take control of your online reputation. Surprise and delight loyal fans and potential guests.
Result: Build fans and new marketing channels. Develop stronger loyalty, and share the unique value & personality of your property with the world. Drive incremental bookings.
4) Portfolio Management (For Brands and Corporate Groups)
What: Monitor the performance of each property in your portfolio. Determine best and worst performers across key PGS and social media metrics.
Why: Unparalleled insight into guest satisfaction and competitive positioning at the corporate portfolio level.
Result: Improved performance across your entire portfolio, and identification and dissemination of best practices across properties.