Briefing: A good reputation goes a long way

A new study from Resonance Consultancy has named London as the World’s Best City Brand. The results were based on analysis of social media comments about cities, by both locals and visitors. So how important is it that people are talking about your brand online, and how far are hospitality companies relying on Social Media for feedback on their performance?

Four hospitality experts discuss word of mouth and building a loyal customer base:

Outside of Social Media, performance on dedicated review sites continues to have a great impact on a hospitality business. ReviewPro’s 2016 Top Luxury Hotel & Brand Report, found that Luxury Hotels receive 1,008 reviews on average per hotel per year. Within that, an amazing 83% were positive reviews.

China had the largest number of top of top rated luxury properties in ReviewPro’s report, and had experienced a dramatic increase of +46% reviews year-on- year, further reflecting the fast changing developments in China.

The UK had the third most top reviews and unsurprisingly the Maldives had the second largest number of top rated luxury properties.

To return to Resonance Consultancy’s Word’s Best City Brands Report, the full top 5 best city brands were found to b: London, Singapore, New York, Paris and Sydney.

 

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Video clips produced by ybc.tv for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: like, share and embed travel experiences

Online feedback has transformed the hospitality industry. Comment cards and guest books have always allowed customers to share their thoughts on their stay, but now these experiences, both good and bad, are being shared immediately online and it’s influencing where customers choose to spend their money.

Consumers want to get a glimpse of holiday destinations before they go. They are getting their ideas directly from other visitors, not just marketing teams.

So how are hotels dealing with review websites? In what new ways can the holiday experience be shared? And can digital communities be integrated into the marketing plan? Comment from:

  • Charlie Osmond, Chief Tease, TripTease on content creation & social media driving business growth
  • Sinai Pedreschi, Director of Sales & Marketing, The Stafford London on TripAdvisor and customer feedback
  • Satyan Joshi, Industry Manager – Travel, Google on the impact of video reviews on hotels and OTAs
  • Christopher Michau, VP – Global Partner Group, Expedia France SAS on integrating social media into the travel business model
 


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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: creating positive online sentiment with engaged consumers

The explosion in the way that everyone uses technology has dominated much conversation over the last few years. Technology, and more specifically the Internet, has brought new opportunities and new headaches for some in the way they communicate with stakeholders.

Consumers now engage with brands more directly in an online world which is completely segregated from the ‘real-world’ experiences they are having. Hoteliers need to react and engage with these online conversations to mitigate the risk of their brands being diluted. In this briefing we hear from:

  • María Zarraluqui, VP – Development of Melia Hotels International on the challenge of keeping up with these digitally engaged guests.
  • Gerald Lawless, CEO of Jumeirah Group on how to react to online negativity
  • Ewan Cameron, CEO of Lonrho Hotels on filtering through the information overload
  • And Robert Gaymer-Jones, CEO of Sofitel Luxury Hotels on creating that sought after online buzz.
 


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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the most recent IHIF conference as well as specific Hospitality Channel shoots.

Briefing: staying connected to your customer

With the explosion of mobile technology across the globe, relationships with customers are no longer one-dimensional. Brands, corporations and businesses need to embrace new media capabilities to stay connected with their ever evolving consumer.

Online commenting, reviewing and criticism is now a 24 hours a day phenomenon, even for the small brands. Understanding the correct tools to use and how to manage this relatively new avenue is integral. Some brands are doing it brilliantly, but are there particular tricks and top tips to learn?

In this briefing we hear from:

  • Ewan Cameron, CEO of Lonrho Hotels on staying connected to his customers
  • Joe Stenson, of Queensway Group on continually processing customer feedback for improved service
  • Peter O’Connor, of the Essec Business School, on which brands are using social media well
  • And James Chappell, Global Marketing Director of Horwath HTL, on the challenges with media immediacy

If you’ve been sent to this page but you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the most recent IHIF conference as well as specific Hospitality Channel shoots.

Briefing: embracing new technology in hospitality

All industries have been digitally disrupted since the mainstream adoption of the Internet. There is no question that these new technologies have developed both communication and engagement facilitation like never before. Whether businesses want to target your consumer directly or make decisions via a mobile device on the go, the evolution of social & mobile technologies is truly global.

It has been suggested that hospitality has been behind many industries in its acceptance of technologies, yet it has some of the most defined and detailed data sets in the market. Communication between colleagues and customers has never been so easy but how should it be harnessed now that you have stakeholders worldwide?

Interviews in this briefing include:

  • Ed Fuller, former President & Managing Director of Marriott International on changes he has seen in a 40 year career.
  • Julie Meyer, Founder & CEO of Ariadne Capital on disruptive technologies now a part of everyday life.
  • Sir Nigel Knowles, joint CEO of DLA Piper on the multitude of new stakeholders businesses have.
  • And Graeme Codrington, Futurist at TomorrowToday on hospitality lagging when it comes to customer engagement

If you’ve been sent to this page but you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the most recent IHIF conference as well as specific Hospitality Channel shoots.

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