Ms. Knutson

Sales & Marketing

Is Your Hotel Tweeting With David Letterman?

By Bonnie Knutson, Professor, The School of Hospitality Business/MSU

I wait anxiously for it every year. Maybe it’s because I live in Michigan; maybe because it comes out in December when I’m hibernating from the cold; or maybe it’s because it’s just plain fun to read. Whatever the reason, I can’t wait for Lake Superior State University to come out with its annual list of words that should be banished from the English Dictionary. And as you might expect, the 2010 edition contains several entrees that have become part of our technological lexicon – like them or not. I’m speaking, of course, of words like:

• Tweet – along with its many variations, like tweetaholic, retweet, twitterhea, twitterature, twittersphere, ad nauseam.
• App – or as one person wrote: “Must we b sbjct 2 yt another abrv?”
• Friend as a Verb – attributed to, or blamed on, the growing popularity of social networking sites such as MySpace and FaceBook. Now you can “befriend” people or “unfriend” them with a click of your mouse.
• LOL – so are you sending lots of love or laughing out loud?
• Sexting – enough said. (But if you don’t know what this term means, just ask your kids or grandkids.)

It seems as if the world of technology is not only taking over our vocabulary, but is engulfing our lives – both personally and professionally. As someone in the hotel business, this means that you have to think about how your property can integrate digital communications into its promotional strategy. This is no easy task. But it is a task that must be done because the technological genie is out of the bottle...and it’s not going back in. So in a hats off to David Letterman, here is a “Half Top Ten” list of key areas to consider as you begin this integration job.

5) You can increasingly incorporate online video into your website. Every hotel has the opportunity to increase value through video streaming, webinars, or links to other interactive websites. Such tools are a great way to add customer value and stay in contact with them 24/7 – especially good for hotels who have seasonal markets, are a boutiques, or are in a highly competitive segment. For example, a resort might hold a webinar with its golf or tennis pro giving performance tips, talking about the new product line coming into the pro shop, or even providing nutrition and exercises tips that are sport specific. If you are in the meeting and convention business, your website might have video content offering ideas on such topics as creative low cost social events. And then there is always the message from you on important issues facing the hotel or travel industry? The possibilities are endless.

4) You will have to closely monitor and manage social media and earned media (that the additional exposure your business gets when customers share their experiences online through FaceBook, Blogs, or Twitter). These social outlets exist in real time so having a guest post a photo of herself in an outfit she just bought at your hotel can immediately increase awareness, augment traditional advertising, and help build revenues. Conversely, having a business traveler tweeting about the bad hamburger he got at restaurant, or having a guest’s photo, caught in an unflattering situation, posted on YouTube, can instantly impact the image of your property. Remember, every research study shows that people trust information from each other more than they trust advertising. Social media is the new word of mouth, only now, it is word of finger, and instantaneously can go worldwide.

3) Convergence will be one of two new bywords for your online communications strategy. If you don’t believe me, all you have to do is look at what was unveiled at the 2010 Consumer Electronics Show in Las Vegas. Coming to consumers’ homes, and to your hotel in the near future are TVs with direct Internet connectivity, or with on-screen access to content portals such as YouTube and Netflix. As video streaming becomes intertwined with TV, your website, along with all the connectivity it will provide, can increase customers’ sense of brand community. This sparks loyalty which is a hallmark of any successful GRM (Guest Relationship Management) strategy. While the sense of belonging is psychological, it is a major basis for self-definition. It is also one of the most important reasons people are faithful to a brand. Look at what Harley-Davidson has done; ditto with American Girl, You have always worked hard to develop ways to enhance that sense of community – on time room service, a personal note to a frequent guest on her birthday, or a sincere welcome when someone walks in your door. But as technology continues to expand its role in our lives, there are wonderful opportunities to expand these GRM efforts into new directions.

2) The other new byword for your online promotional strategy is mobility. Newer, smarter phones, netbooks, and e-readers will all converge to bring consumers connectivity with any hotel, any time, anywhere. The fusion of mobile, the Internet, and our appetite for more connectivity through more apps (yeah, I used that word) will continue unabated. In fact, there will probably be an app in your hotel’s future that will be a key component in keeping guests engaged.

And, now…the #1 element to be considered as you begin the task of thinking about how to integrate digital communications into your customers buying experience is…(Can we have a drum roll please?)

1) Face-to-face This element is the antithesis of the other four. Because in a world of online virtual communities, social media, interactive blogs and other technological communication tools, in-person interaction between your employees and your guests is not – repeat, not – a thing of the past. In fact, it will always be a thing of your hotel’s future. Historically, you have always tried to be that hallmark of hospitality. How new media can be used to augment that interface is just now beginning to evolve. It can never, however, be a replacement for the personal relationship that you have with each and every guest. For as futurist John Naisbitt pointed out over a decade ago, the more we live in a high tech world, the more we need high touch – that sense of community that only comes with human connections. Your hotel must be well positioned to fulfill this role.

Your REVPAR will thank you!

And now, I’ve got to tweet an old classmate that I just befriended her about a new app that makes me LOL. But no sexting for this grandma!

Bonnie J. Knutson is a professor in The School of Hospitality Business in the Broad College of Business at Michigan State University. She is an authority on emerging lifestyle trends and innovative marketing. Her work has been featured in The Wall Street Journal, USA Today, and on PBS and CNN. She has had numerous articles in industry, business, and academic publications. Bonnie is a frequent speaker for executive education as well as business and industry meetings, workshops, and seminars. Dr. Knutson is also editor of the Journal of Hospitality & Leisure Marketing. Ms. Knutson can be contacted at 517-353-9211 or drbonnie@msu.edu Extended Bio...

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