Facebook strategy of a hotel Case study: Hotel Rotes Wildschwein
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Facebook strategy of a hotelCase study: Hotel Rotes Wildschwein
Carmen Brenner Ioannis Stavrakantonakis
www.sti-innsbruck.at
Booking Engine
Hotel 2.0
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Facebook account
Homepage
www.rotes-wildschwein.at
http://www.facebook.com/pages/Rotes-Wildschwein/321731534545050
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Booking Engine
Hotel 2.0
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Facebook accountHomepage +1 DIRECT booking channel
CRM
Engage
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Facebook features
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• Facebook Ads (not free)• Facebook Widgets for the Web site (free)• Facebook Fan page (free)• Facebook Apps (free)
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Facebook Fan page + Apps
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Create your own App• Apps for Promotions• Apps for Lotteries/Competitions• Apps for Bookings (Check availability, Book)
Use existing Apps• e.g. Apps for HTML (iframe) Tabs
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Facebook Fan page
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• Exploit the new timeline features– Founding year– Make available historical photos and past events
• Eye-candies– Image/Video galleries
• Take pictures during the events organized by the hotel• Upload and tag your customers in the photos• Friends of this person see the picture in their news feed
• Events of the hotel
• Competitions (could be organized with or without an app) – Run a photo contest of your local area
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Engagement via Facebook
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Communicate with your costumers! • Send them vacation tips (What to do during your stay? etc.)
• Post to their timelines with offers, reminders, discounts etc.
– Friends of this person can see this (privacy: friends, friends of friends, public)
This behavior gives you back two things• Hotel engages with the customers because the hotel team makes them
feel important
• Exploit the second level of friendship by triggering the attention of their friends.
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Engagement via Facebook
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Requirements
• Train the hotelier to understand the Facebook platform and how it really
works in order to be able to exploit it in the most productive way
• Facebook booking app development
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References
1. Social Media Strategies for Hotels: http://blog.milestoneinternet.com/web-2/social-media-strategies-for-hotels/
2. http://www.evisionworldwide.com/learning/facebook-best-practices-part-1/
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