Web 2.0 / Social Media in Hospitality

Web 2.0/Social Media initiatives are a vital part of the comprehensive de-commoditization strategy of the hotel, a potent tool to provide a unique value proposition to its customers. A well-developed Web 2.0 strategy could provide visibility to unique aspects of the hotel product and destination and a differentiated approach to reach key customer segments.

HeBS will assist you in building the Web 2.0/Social Media strategy. Social Media has changed how customers plan and purchase travel, how customers access information, and the way customers perceive the credibility of information. How can hoteliers create social media “chatter” around the hotel, target receptive audiences, and ultimately stimulate hotel website visits, interactions and bookings? What type of Web 2.0 and interactive features and functionality do you need on the hotel website?

Not every Social Media and Web 2.0 initiative fits hoteliers’ marketing objectives. HeBS has identified a number of prime hospitality Social Media and Web 2.0 initiatives that generate buzz around the hotel in a particular destination, promote the hotel product, and provide good ROAS, as well as incremental exposure and revenues.

HeBS’ Social Media and Web 2.0 Services Include:

Social Media:

• Best Practices for Monitoring Customer Reviews
• Facebook Fan Pages for the hotel:Set-up or Optimization, Ongoing CampaignManagement, Content Postings, Fan List Growth
• Twitter Profiles for the hotel: Set-up or Optimization, Ongoing CampaignManagement, Content Postings, Follower List Growth
• Flickr Profile for the hotel: Set-up and Optimization, Ongoing Management, Content Postings
• YouTube: Flash Video Production, YouTube.com Hotel Profile Set-Up and Optimization, Ongoing Video Uploads
• Social Media Advertising (Web 2.0 Search, Banner Advertising, Sponsorships)
• Reservation Tracking and Conversion Reporting from the social media initiatives:
  • Via the online booking engine
  • Via the special 1-800 numbers used in the social media campaigns

Web 2.0 Features/Functionality on the Hotel Website:

• Interactive Calendar of Events (content managed by the hotel)
• Interactive Sweepstakes (e.g. 30-Day Free Room Giveaway)
• Blog on the Hotel Website (content managed by the hotel)
• Interactive Contests (Photo Sharing, Scavenger Hunts, etc.)
• Interactive Games

Building the Hotel Web 2.0/Social Media Strategy

• Hotel Defensive Strategy
• Hotel-Sponsored Social Media Initiatives
• Social Media and Hotel Employees
• Web 2.0/Social Media Marketing Initiatives
• Best Practices and Recommendations
• Brand/Corporate Level
• Property Level
• Destination Level