Kimpton ’ s Virtual Social Hour , via Instagram
F & B
Staying connected
From recipes to hygiene , F & B ’ s social media evolves .
Contributed by Jeanette Hurt
The social media channels of hotel F & B have been key in engaging viewers during the coronavirus pandemic , but the messages are have shifted as the situation evolves , and experts expect that to continue .
“ Hotels are really working on nurturing the community they have on the page — the people who ’ ve visited the place before or people who have aspirationally wanted to be ( there ),” says Stephanie Poquette , vice president of social media and influencer programming at Zapwater Communications , which represents several international hotels and resorts . “ They ’ re focusing less on growth and actual numbers , and more on a sense of community .”
Because many people remain at home as stay-at-home home orders shift from week to week across the globe , people are craving the kind of content hotels are providing .
“ Social engagement is up 50 % across the primary channels ,” Poquette says . “ It ’ s going to be interesting as we come out of this , if this sense of community continues or how brands will adapt to maintain this sense of community .”
Some brands are bringing people together virtually : IHG ’ s Kimpton Hotels & Restaurants is doing Kimpton ’ s Virtual Social Hour , modeled after the signature social hour that usually takes place in the brand ’ s living room-style lobbies . Originated by founder Bill Kimpton at his first boutique hotel in San Francisco , the Virtual Social Hour features Kimpton ’ s core beverage team .
“ What I love about our Virtual Social Hour is the attempt to keep our social rituals alive ,” says John Stanton , Kimpton ’ s West Coast manager of bars . “ Most of us are confined to our homes and practicing social distancing , so it ’ s important to try to keep the human connection intact .”
The hour itself , as well as cooking and cocktailing demos , raised funds throughout the month of May for a nonprofit , No Kid Hungry .
Stay Safe Maintaining a strong social media presence will continue to be important as communities and countries move out of quarantine , Poquette says . “ I don ’ t think travel will be the first ( thing ) people will be allowed to do nor be comfortable doing until people can start wrapping their minds around when they can start booking ( trips ),” she says . The more hotels can give viewers a virtual experience of potential destinations , “ the more they are going to be itching to get there .”
Social media postings are evolving in China , says Sienna Parulis-Cook , associate vice president at Dragon Trail Interactive , who reports on the Chinese digital landscape and travel trends . In May , many hotels there were doing less cooking class and recipe content than they were at the height of the pandemic .
Longer term , Parulis-Cook advises hotels to showcase safety precautions in kitchens and restaurants . “ I ’ ve seen posts , one from Hyatt especially , showing all of the precautions taken in the kitchen and in restaurants ,” she says . “ When people are ready to go out to eat again , hotels could seem like the safest option .”
24 hotelsmag . com June 2020