The Social Media Lessons of Mandarin Oriental

By Ann Manion President, Hotel Advantage | June 24, 2012

Connecting with hotel guests online today is mandatory, fueled by the explosion of consumer online engagement and guest empowerment from hotel review sites. Yet, some hotels struggle with finding maximum business value from social media. This is a case study on the success of Mandarin Oriental's global social media strategy that is sure to jump start your programs. You'll get insights from the Senior Manager of Social Media Marketing, stories from a Director of Communications, and a view from the top from the V.P. of Consumer Marketing who shares her team's methods for delivering a clear brand direction during the age of the social media revolution.

The Brand View

Meet Mac Joseph, Senior Manager of Social Media Marketing for Mandarin Oriental Hotel Group, New York City. Mac has been involved in Mandarin Oriental's social media strategy from its inception in 2009 beginning with the development of the group's core strategy. In this interview, Mac talks about how he manages brand level social media activities, provides support to Mandarin colleagues worldwide, and seeks out opportunities to expand the brand to new channels and technologies.

Describe Mandarin Oriental's experiences with social media...

In 2009, Kristin Ruble, Vice President of Consumer Marketing embarked on a path that led to our global social media strategy. I served on a team that over a 7-month period studied social media practices in industries, both in the luxury and non-luxury categories.

What specifically did you want to learn in your research?

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Judith Jackson
Mark Sisson
Roberta Nedry
Rob Rush
Michael McCartan
Georgi Bohrod
Sam Small
Gary Henkin
Tina Stehle
Erik Van Slyke
Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.