170 Hospitality Upgrade | Summer 2012 www.hospitalityupgrade.com Social Media & Marketing By Carol Verret Both leisure and corporate customers are looking for more than a hotel room. They are looking for value, not just how much they are paying, but in what they experience while on their trips. In a recent HotelNewsNow article, Peter Yesawich, chairman and CEO of Ypartnership, a marketing, advertising and public relations agency serving the travel, leisure, hospitality and entertainment industries wrote, “The overarching general trend is toward the pursuit of perceived value, based on individual tastes and preferences, rather than just rate." Consumers are looking for experi- ences for themselves and their families, experiences that are attractive and focus on things of interest or something new. “Consumers are craving authentic local experiences and an emotional connec- tion, whether that be through food, art, fashion, events or people,” said Jonathan Frolich, general manager of the Andaz 5th Avenue Hotel in New York. In a recent survey by USA Today on what customers look for in their social media interaction with hotels, the top choice for 31 percent was, “…to obtain valuable, hard-to-get local information when talking to a Sheraton, Marriott, Hilton, Holiday Inn or other hotel social media account. That could be a new hot bar, a restaurant considered a hidden gem or an event being held in the vicinity.” Customers Are Looking for an Experience, Not Just a Room Another telling statistic was that 26 percent of those surveyed wanted to see and share photos of the hotel, restaurant or pool. It is a challenge to create the elusive guest experience to appeal to different kinds of customers whose visions of an experience can be divergent as well as different at different times. If, as Google estimates, a customer visits up to 22 dif- ferent sites prior to making a travel deci- sion, how is a hotel to convey those dif- ferent experiences to the right customer at the right time? The Renaissance ® Hotels brand has taken on this challenge with a new ad campaign. One campaign will be targeted to leisure and the other to business trav- elers, each campaign portraying different experiences. While the business traveler was primarily interested in free Wi-Fi and breakfast, the Renaissance is betting that they want an experience as well. According to Renaissance’s Vice Presi- dent of Marketing Dan Vinh, the hotel aims to offer a unique experience, “tar- geting travelers who are looking for more than a place to be productive or get work done. They are stimulated by their envi- ronment.” (NewYorkTimes, 4/19/12) The hotel concierge is a good start but a concierge typically goes beyond that to make reservations for dinner and other activities. Renaissance has initiated a pro- gram called Navigators, employees that are designated to provide local information to guests. The local information will be posted on Renaissance’s Facebook page and Twitter beginning May 3. This is a program that should not be difficult for all hotels as all hotel employees can be briefed on local events and cool places to eat. The information can also be posted on the hotels’ Facebook page and other social media outlets. The question then becomes, if you are an independent or boutique hotel or re- sort, how do you market that experiential piece to your customers, assuming you don’t have a budget like the Renaissance? At least part of the answer lies in social media which is a great equalizer between large and small. Facebook. Timeline offers many opportunities to not only post pictures but to include links to events or restaurants and bars. While some hotels don’t approve of posting anything but links or mentions of their own F&B outlets, this is shortsighted. Most hoteliers would like to think that they capture guests to their restaurant. In all likelihood, if the guest uses the dining room for dinner or afternoon lunch, it is Social media can be a great equalizer between large and small hotels. ©2012 Hospitality Upgrade This work may not be reprinted, redistributed or repurposed without written consent.