Creating a 'Culture of Caring' Through Hotel Social Media
By Clara Rose Founder & Chief Executive Officer, Influence MATTERS | February 09, 2020
Gratitude is so vital; it is never too soon to start showing it. Social media is making it easier to connect with potential customers, and this is often the start of the customer's journey with a brand. It is also the perfect opportunity for a brand to demonstrate an attitude of appreciation AND a culture of caring.
With so many choices in the hospitality industry, today's consumers want to feel they are spending their money well. They want to know the brands they use, and support with their dollars, care about the world around them, and appreciate their business. The customer is the most valuable brand asset, and competition can be fierce. If a customer supports a brand, who is falling short in the gratitude and caring department, there is another brand happily waiting to take the them away.
Brands that adopt a people before profits mantra, have the edge on customer acquisition and retention. They understand, how prudent it is to have a strategic plan and blueprint to follow, for connecting emotionally with their customer base, and ideal potential customers.
Conveying the Gratitude and Caring message can seem daunting at first, but it is helpful to separate the two issues before trying to create a plan to implement. While they are related topics, showing gratitude for customer patronage and brand loyalty, will require a different strategy than a brand showing their company cares about the world around them.
There is an abundance of studies and trainings available on the topic of gratitude, the value of having it as a part of the brand culture is undeniable. Internally, gratitude boosts morale and productivity of leadership and staff. This equates to lower employee turnover rates, and ultimately, higher profits. Externally, it strengthens relationships with partners and vendors, and creates loyalty in customers. This too leads to better profit margins, and the conclusion that gratitude is a necessity, for success in the industry.