Social Media is Not PR: How Hotels are Getting it Right and Wrong

By Sherry Heyl Founder & Consultant, Amplified Concepts | February 08, 2015

Where Social Media and PR Meet

PRSA defines public relations as: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

This includes listening to the conversations that are happening online and analyzing public opinion about the brand, the industry, and the competition. Public relations is on the front lines to manage a crisis–and in the wild west of social media, a crisis can creep up at any moment.

Public relations professionals are also typically great communicators and can create content that captures the attention of influencers and media outlets and can spark a movement that can spread throughout various communities.

If your social media goal is to increase awareness of your brand, a social media effort that is aligned with PR objectives will help you increase your reach and manage the tone of the
message.

Sensei Project worked with Pullman Hotels this past year where we identified and recruited a handful travelers that regularly documented their journeys on social media and had built up a large and engaged following. We coordinated trips to Paris so they could see the newly renovated Pullman hotels for themselves as well as experience the local attractions. We coordinated 6 trips which resulted in coverage that reached over 57 million people throughout the various social media channels including; Facebook, Pinterest, Instagram, Tumblr, Twitter, and blogs.

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Coming up in July 2018...

Hotel Spa: Oasis Unplugged

The driving force in current hotel spa trends is the effort to manage unprecedented levels of stress experienced by their clients. Feeling increasingly overwhelmed by demanding careers and technology overload, people are craving places where they can go to momentarily escape the rigors of their daily lives. As a result, spas are positioning themselves as oases of unplugged human connection, where mindfulness and contemplation activities are becoming increasingly important. One leading hotel spa offers their clients the option to experience their treatments in total silence - no music, no talking, and no advice from the therapist - just pure unadulterated silence. Another leading hotel spa is working with a reputable medical clinic to develop a “digital detox” initiative, in which clients will be encouraged to unplug from their devices and engage in mindfulness activities to alleviate the stresses of excessive technology use. Similarly, other spas are counseling clients to resist allowing technology to monopolize their lives, and to engage in meditation and gratitude exercises in its place. The goal is to provide clients with a warm, inviting and tranquil sanctuary from the outside world, in addition to also providing genuine solutions for better sleep, proper nutrition, stress management and natural self-care. To accomplish this, some spas are incorporating a variety of new approaches - cryotherapy, Himalayan salt therapy and ayurveda treatments are becoming increasingly popular. Other spas are growing their own herbs and performing their treatments in lush outdoor gardens. Some spa therapists are being trained to assess a client's individual movement patterns to determine the most beneficial treatment specifically for them. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.