Building your HOTELERATI, or Promoting your Hotel Personalities
Use celebrity theory to build a more dedicated fan base and drive sales
By Larry Mogelonsky President & Founder, LMA Communications | June 14, 2015
This makes it hard for companies, which are inherently faceless. It also explains why corporations spend billions of dollars each year in advertising to try to develop a 'face' that people will recognize. More recently, particularly with regard to the widespread adoption of social media, companies have started to promote select employees to publicly, and often effectively, represent their brands through their individual accounts.
For instance, instead of responding to guest requests on Twitter through the company's generic handle, select managers will reply on behalf of the hotel. A guest asks a question in the comments section of a recent post on a resort's Facebook fan page and a manager answers through his or her own profile instead of through the resort's administration account. These seemingly miniscule changes go a long way to furthering the rapport between hotels and consumers by gently amplifying the degree of personable communications.
As places that serve a multitude of public functions and services, hotels and resorts should be especially receptive to the idea of promoting members of the senior staff to the status of ambassador or public relations correspondent. This isn't anything new, though, and indeed I've been a proponent of heightening face-to-face, passive marketing tactics like this for years. (I consider it 'passive' and largely experiential as well because its effects aren't straightforwardly quantifiable and direct calls-to-action aren't often applicable.) Rather than repeat what's already widely known, let's take it a step further and transform your executive team in celebrities.
Why are we so interested in the daily minutia of the lives of celebrities? Why do we care about gossip like who a person we've never met is dating? For some reason, there are a plethora of magazines, internet sites and television news programs devoted to just this. An iota of this 'news' is actually fascinating, another slice serves as part of a grand self-promotion strategy and the bulk of it is pure, unadulterated crap.
Living in the age of media bombardment also means living in the age of celebritydom. We have immediate, and bordering on invasive, looks into the lifestyles of the rich and the famous. It's reached the point where it's near impossible to avoid these sorts of 'titillating' details. Moreover, some people will do just about anything to be of renown and to be identifiable by the public. But why? What would drive someone to seek out fame at all costs? More importantly, why are we so enamored with celebrities?
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