Digital Marketing for Hospitality (lecture 1) bsinoquet / bponchaut

1. Digital
Marketing for
Hospitality
Session 1
Sinoquet – Ponchaut -
Djeuda

2. Flip.To
This multi-devices platform helps hotels to boost their
brand awareness by turning their guests into
advocates. Customers can book their room and
share their trip with their relatives through social
media.

3. CheckMate
CheckMate is a platform for online and mobile
check-in, designed to improve the guest experience
and facilitate feedbacks collection.

4. Air BnB
This successful company, now well-established in the
hospitality industry, aims to promote collaborative
tourism by offering « hosts » to open their home to
strangers for a truly local holiday experience.

5. How can hotels use social to
improve guests' experience?
① Crowdsourcing
Just like many other industries do, hotels can use
social media to get information about their
customers’ needs & wants to (re)design their offer
accordingly. The interactivity of social media makes
it easier.

6. How can hotels use social to
improve guests' experience?
② Offer benefits for sharing experience
Hotels can reward their guests for posting, liking,
sharing content about their experience. Rewards
can vary according to different criteria (type of
interaction, number of followers, etc…) and consist
of discounts or special amenities (i.e. free breakfasts,
complimentary drinks, etc…)

7. How can hotels use social to
improve guests' experience?
③ Create a community
Hotels can build a strong community to which
they can advertise exclusive offers and benefits.
This helps to increase guest loyalty and
satisfaction. The most impressive example is
Harley Davidson, with 75% of loyal consumers
thanks to their Harley Owners Group (H.O.G.)

8. User Generated content
Hotels should definitely use UGC. Nowadays
social media have become a must-have
and hoteliers should consider UGC as a
powerful tool to increase brand awareness
and bookings.
However this must be done with care as
some UGC could damage the hotel’s
reputation or image.

9. What issues/problems result from hotel's
use of guest information used in social
media?
- Save expensive
market researches
- Boost loyalty level
- Get to know the
customers
preferences
- Offer individual
experience based on
personal information
- Privacy issues
- Information might be
inaccurate
- Guests can feel they
are tracked