Brand Perception: An Increased Focus on Conversational Messaging

By Stephanie Miller Social Media Manager, Madigan Pratt & Associates | February 05, 2017

Where are your guests when theyíre not at your hotel? The answer is simple: theyíre on social media. But, the real question is: are they on your social media?

Social media is the go-to platform for many travelers who no longer want to visit websites, pick up the phone or even send an email. Itís the fastest way to communicate information about a brand. Often, itís the first resource referenced for news. While social media will always have its share of window shoppers, more followers are turning to it for specific questions about pricing, availability, onsite amenities and destination activities. Your followers expect immediate responses, informative answers and ongoing information about hotel news, updates and offers.

As social media managers, weíre also brand managers. We are responsible for knowing the ins and outs of the hotel we represent and creating a seamless experience for the online user. Itís our job to make every follower feel like the hotel is talking directly to them and specifically addressing their interests or concerns. To do this, itís critical to open the line of communication and increase your focus on conversational messaging before, during and after a guestís stay.

Frederick Reichheldís book The Loyalty Effect, the Hidden Force Behind Growth, Profits and Lasting Value says companies with the most loyal customers are the most profitable. Because of this, itís essential to take the hotelís relationship with the guests far beyond their stay and utilize social media to build and retain long-term relationships.

Ultimately, the bottom line is social media needs to help transform followers into leads, leads into guests, and guests into repeat guests.

Make it a Two-Way Conversation, or itís No-Way

Hotel Newswire Headlines Feed  

Mary Gendron
Michael Blake
Sheetal Singh
Robert M. O'Halloran
Rachel Moniz
Michael Schubach
Sapna Mehta Mangal
Peter O'Connor
Coming up in March 2018...

Human Resources: Value Creation

Businesses must evolve to stay competitive and this is also true of employment positions within those organizations. In the hotel industry, for example, the role that HR professionals perform continues to broaden and expand. Today, they are generally responsible for five key areas - government compliance; payroll and benefits; employee acquisition and retention; training and development; and organizational structure and culture. In this enlarged capacity, HR professionals are no longer seen as part of an administrative cost center, but rather as a member of the leadership team that creates strategic value within their organization. HR professionals help to define company policies and plans; enact and enforce systems of accountability; and utilize definable metrics to measure and justify outcomes. Of course, there are always new issues for HR professionals to address. Though seemingly safe for the moment, will the Affordable Care Act ultimately be repealed and replaced and, if so, what will the ramifications be? There are issues pertaining to Millennials in the workforce and women in leadership roles, as well as determining the appropriate use of social media within the organization. There are new onboarding processes and e-learning training platforms to evaluate, in addition to keeping abreast of political issues like the minimum wage hike movement, or the re-evaluation of overtime rules. Finally, there are genuine immigration and deportation issues that affect HR professionals, especially if they are located in Dreamer Cities, or employ a workforce that could be adversely impacted by federal government policies. The March Hotel Business Review will take a look at some of the issues, strategies and techniques that HR professionals are employing to create and sustain value in their organization.