In my previous post I had given an example on how I feel a hotel should tweet in making it relevant, appeal to a positive emotion and create an experience, whilst not blatantly pushing the sales message – which too often is the case..
Our resorts are still experimenting with Twitter and to my knowledge we have not been able to convert a reservation here yet, while through Facebook we have.
Yes, I already hear you say “Are creating brand awareness and maintaining guest loyalty not the most important purposes? It is not about return on investment—it is about return on engagement and creating a community!”
Therefore, our lack of results is probably related to our (lack of past) “commitment” and engagement, while only having established recently a dedicated Twitter tactic with set objectives in the context of our Marketing Strategy. This initial hesitation given in by a restraint on available time and not having been fully convinced (yet?) that twitter might be an ideal fit to our segment.
However, we remain constantly on the look out for “best practices” to prove us wrong – while I do see great potential in linking the hotel’s PMS with an Twitter E-concierge service – going through the natural sequence of pre-stay, on-site and post stay communcations to improve service and the guest experience, similar to what Hyatt has been doing.
Today, I was aiming to post about a different subject until I bumped into a great post of Nicolas Fissendjidis of Hotelierfocus.nl, addressing the various subjects and perspectives used for tweets by Dutch Hotels. As it is in Dutch, the samples insightful and relevant for any hotel, I thought of paraphrasing some of his comments and samples.
1) What makes a hotel special? View, location, interior decoration, special facilities or services. Complete by including a picture.
2) Awards: Mentioning Awards will positively influence guest perception
- Translation: Hotel Okura Amsterdam awarded the “Best Business Hotel of the The Netherlands!”
3) Celebrity visits: When they have stayed at your hotel, then the hotel must be fantastic! Mind their privacy though.
- Translation: “Sting has left after 3 days of Symphonica in Rosso. The Bilderberg Suite is available again. Who will be the next celeb?
4) Destination, location and surroundings: Guests first chose a location/destination, then a hotel. Inform them about local events, activities, tours, agendas of the tourist board, while linking to their sites etc
- Translation 2: Check out what is on for the next 2 months in IJsselstein.
5) Connecting the destination with an event: Your hotel might not be exclusive with respect to the location and linking it to an event to make it more relevant is a good approach.
- Translation 1: “Visiting 26 March the concert of Ilse de Lange? Hotel Papendal has prepared your transport, dinner and accommodation.”
- Translation 2: “Who is participating at the Amsterdam Marathon this Sunday? After a breakfast at Café American you will have enough energy! From 07:00 am.
6) Interact with guests: Answer questions, thank for positive tweets and advise (potential) guests when needing info.
Nicolas further recommends using the customization options of Twitter; avoid using the standard background, personalise with photos and logos.
How are you Tweeting about your Hotel? Share your most successful hotel tweet and Leave your suggestions here!