Ritz redux .
Global Update : Profile
Emoji spEak
Emojis , characters and pictures used in messaging to express feelings and emotions , have gone mainstream , and they are not just for millennials . As a result , hotel companies on the bleeding edge are using Emojis to communicate , and Starwood Hotels and Resorts ’ Aloft brand has gone as far as to create a fun Emoji room service menu . Evidently , the Emojis that translate into delivering a hangover remedy is the most popular .
“ Emojis are valuable as they transcend language ,” says Benji Greenberg , principal at BCV in Chicago , a social media services provider . “ A smiley face is a smiley face , and Emojis can say something extra to better interpret a written message … The only danger is they can mean different things to different people , so you first have to understand the customer ’ s expectation .”
Greenberg says hotels like the Hotel Del Coronado in San Diego use them on their Instagram feeds and that brands are starting to sponsor and own Emojis or hashtags . “ I can see in the very near future brands such as Westin owning a " heavenly bed " Emoji that is associated with an incredible nights sleep ,” he adds .
For Paige Francis , global vice president for Starwood ’ s Aloft , Element and Four Points brands , the use of Emojis on Aloft ’ s social media platforms and new room service menu makes sense and is in keeping with the innovative tone of the brand . “ Why wouldn ’ t we layer in something fun and in a more meaningful way based on how guests are communicating today ?” she asks . “ Emojis can clarify tone and sentiment . They have become universal and can cross language lines .”
Francis says Aloft ’ s Twitter channel uses Emojis where they makes sense and match the brand voice . “ We are not using Emojis for the sake of using them and they are not intended to replace words , but [ they are used ] where they are meaningful and appropriate .”
Francis adds that the Emoji has become a daily communication tool across age brackets . “ I ’ m not saying written words will be replaced , but Emojis do meet a desire to be efficient and display emotion ,” she says .
Aloft ’ s TiGi ( Text It . Get It .) Emoji Room Service Menu first went live in New York City and will be tested next in Liverpool , London and Bangkok . Text orders go directly to the front desk and are delivered to guest rooms .
Ritz redux .
“ We want to recreate the Ritz of 2016 ,” says Christian Boyens , general manager of the legendary Ritz Paris . In 2012 , the historic hotel closed its wrought iron doors to undergo a major renovation , and the grande dame is getting ready for her curtain call ( see p32 for more ). “ We want to protect our DNA , our private residence feel , but also create one of the most technologically advanced hotels in our market ,” Boyens says . Among the additions is a tunnel under the Place Vendôme entrance for A-List guests hoping to dodge paparazzi by arriving discreetly through the parking garage , as well as a retractable roof over the hotel ’ s gardens so guests can enjoy the expansive outdoor space year round . The Ritz Paris is scheduled to re-open on March 14 , 2016 ( at press time ), but Boyens hopes to welcome guests earlier in 2016 .
16 HOTELS December 2015 www . hotelsmag . com