Brand Perception: An Increased Focus on Conversational Messaging

By Stephanie Miller Social Media Manager, Madigan Pratt & Associates | February 05, 2017

Where are your guests when they're not at your hotel? The answer is simple: they're on social media. But, the real question is: are they on your social media?

Social media is the go-to platform for many travelers who no longer want to visit websites, pick up the phone or even send an email. It's the fastest way to communicate information about a brand. Often, it's the first resource referenced for news. While social media will always have its share of window shoppers, more followers are turning to it for specific questions about pricing, availability, onsite amenities and destination activities. Your followers expect immediate responses, informative answers and ongoing information about hotel news, updates and offers.

As social media managers, we're also brand managers. We are responsible for knowing the ins and outs of the hotel we represent and creating a seamless experience for the online user. It's our job to make every follower feel like the hotel is talking directly to them and specifically addressing their interests or concerns. To do this, it's critical to open the line of communication and increase your focus on conversational messaging before, during and after a guest's stay.

Frederick Reichheld's book The Loyalty Effect, the Hidden Force Behind Growth, Profits and Lasting Value says companies with the most loyal customers are the most profitable. Because of this, it's essential to take the hotel's relationship with the guests far beyond their stay and utilize social media to build and retain long-term relationships.

Ultimately, the bottom line is social media needs to help transform followers into leads, leads into guests, and guests into repeat guests.

Make it a Two-Way Conversation, or it's No-Way

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Gio Palatucci
Nicholas Pardon
Tony Heung
Brandon Billings
Tim Peter
Matt Schwartz
Stephanie Hilger
Sridhar Laveti
Gaurav Varma
Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.