Global Update
All About insiders
Hyatt Hotels ’ recently opened Andaz Peninsula Papagayo in Costa Rica — the brand ’ s first hotel in Latin America — includes a team of Cultural Insiders for art , music and surf to create inspired experiences for guests .
Twin brothers Alex and Mike Faherty , who have been riding waves in Costa Rica since age 12 , are the surf insiders . The Fahertys have a clothing brand and anticipate opening a pop-up shop at the resort as well as implementing a Surfers in Residence program .
The Fahertys are not compensated financially as the partnership is based on mutual appreciation between the brands . twitter As booking tool ?
Loews Hotels & Resorts , New York City , has pioneered a tool allowing guests to book directly from Twitter .
In November 2013 Loews launched Loews Hotel Social Reservations , which allows consumers that use # BookLoews in a tweet to @ Loews _ Hotels to express interest in booking . One of the brand ’ s travel planners responds to the tweet , and when the guest is ready to make a reservation , a Loews travel planner tweets a link to a secure chat conversation to process the transaction .
“ We just invested the time to devise the strategy and to train the Loews travel planners . The actual reservation process utilizes existing technology ,” says Piper Stevens , Loews ’ director of social media . “ We are optimistic about the future of our social reservation program as an actual booking mechanism , not just a PR driver .”
Opinion remains divided in the hotel industry as to whether social media should focus on direct revenue or only engagement . “ People go to the social networks primarily to socialize — they go to Google , TripAdvisor and online travel agencies to shop ,” says Daniel Craig , founder of hotel online marketing consultancy Reknown , Vancouver , Canada . “ Hotels can experiment with ways to drive revenue but should contain expectations .”
Others say consumer behavior is leaning toward more direct purchases on social media websites . “ It ’ s a natural progression to make purchasing decisions in the same channel and space where you are spending most of your time ,” says Benji Greenberg , CEO of social media agency BCV , Chicago .
16 HOTELS January / February 2014 www . hotelsmag . com