Sofitel Social Media Secrets Revealed

Travel Spike offers Facebook/Twitter tips for hoteliers based on successful social media campaign

By Ryan Bifulco Founder & CEO, Travel Spike | April 24, 2011

Let's get a few things straight before we get going: there are no secrets to overnight success in social media unless you are a celebrity. It takes time and focus to make your hotel stand out in the social media realm. In this article we will share several social media secrets that can propel your property ahead of the competition. We have tested and proven these techniques from many years of experience within the hospitality industry and through our experimentation with new media. We will review the social media strategies our team developed for Sofitel Luxury Hotels - which effectively built hotel brand awareness, increased their hotel Facebook fans and took their Twitter followers from only 1,000 to over 28,000 high quality followers.

Here are some important pieces of advice we can offer:

Don't trust a college kid with your social media program. Would you appoint a college kid to handle your TV commercial? Do you hire entry level people as your head chef or concierge? The answer is of course no, yet so many companies think that just because a person has a bunch of friends on Facebook that they should be managing a corporate brand in the social media arena. Social media is so critical and so public - just like your hotel's homepage. It demands that you develop a comprehensive strategy before you send the first tweet or post your first photo on Facebook. We spent months developing and implementing the successful social media strategy for the 9 Sofitel Luxury Hotel properties across North America and here is a brief summary of what we learned along the way.

Appoint a social media coordinator

We first appointed a social media coordinator at each property to be the local eyes and ears and to act as a liaison with our Travel Spike social media team. This person can come from any department as long as they are comfortable working with many other departments within the hotel. You will want to get updates and information from your various departments including: weddings, events, marketing, sales, public relations, concierge and food & beverage.

Post Interesting Content Daily

Choose a Social Network!

The social network you are looking for is not available.


Hotel Newswire Headlines Feed  

Janelle Schwartz
Nicholas Pardon
Eileen McDargh
Stephanie Hilger
Dennis Rizzo
Rick Skinker
Jackie Collins
Matt Schwartz
Terence Ronson
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.