Editorial Board   Guest Author

Mr. Costin

Matthew Costin

Global Director (Hotels & Hospitality), BDRC Continental

Matthew Costin, is the Global Director (Hotels & Hospitality) of BDRC Continental, a market research consultancy specialising in the hotels and hospitality sector. In more than a decade at BDRC, Mr. Costin has worked with many of the world’s leading hospitality companies, such as IHG, Hilton, Starwood and Marriott. He is an expert in the fields of brand equity and customer experience and is also a recognised authority on the meetings and conference sector. Mr. Costin joined BDRC in 2002, having started his insight career two years earlier with Abacus Research, where he worked mainly for clients in the financial services and media verticals. At BDRC, he assumed responsibility for the agency’s work in the rapidly growing meetings and conference sector. In addition to overseeing the BDRC Meetings Market Survey programmes, Mr. Costin launched VenueVerdict, a suite of hospitality customer experience management and competitor benchmarking applications that has now been adopted by hotel companies in more than 70 countries worldwide. In 2008, Mr. Costin was promoted to BDRC’s senior management team and appointed to head up the company’s global Hotels & Hospitality research practise, which operates out of BDRC’s head office in London as well as regional offices in Singapore, Beijing and Sydney. Alongside his management responsibilities, he retains a hands-on role with custom hotel research and consultancy assignments, as well as BDRC’s global Hotel Guest Survey and Meetings Market Survey program. Mr. Costin has a MA in International Relations from the University of Sussex and holds an MBA from Henley Business School.

Mr. Costin can be contacted at +44 (0)20 7400 1004 or matt.costin@bdrc-continental.com

Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.