GLOBAL UPDATE
GUESTS AS CONTENT CURATORS
Six Senses Hotels Resorts Spas recently launched The Edit by Six Senses , a user-generated social media feed aggregator housed on the brand ’ s website ( sixsenses . com ). The Edit pulls user-generated content through the use of hashtags and key words on Facebook , Pinterest , YouTube , Twitter and Instagram . Guests can also access The Edit through the brand ’ s dedicated microsite ( theedit . sixsenses . com ).
“ This dedicated microsite not only allows us to
The Edit by Six Senses aggregates user-generated content through the use of hastags and curate the best content , key words on social media . but makes it easy for guests to search content , photos and videos by property location and subject ,” says Julia Gajcak vice president marketing and communications at Six Senses . “ We ’ ve received incredible feedback on The Edit from guests and colleagues and will continue to enhance the site in the months ahead .”
Prior to developing The Edit , Six Senses outlined its goal of connecting with guests and fans at a deeper level through social media in 2015 . The brand ’ s objectives were to grow its “ social IQ ” by educating the Six Senses team about the most important social media channels and functionality , while also inspiring guests through the publishing of rich , engaging content . Teams were selected as “ social media ambassadors ” at all of the brand ’ s resorts and spas , and the most talented individuals were identified and joined the Six Senses Social Media Academy which ran over a period of eight months . Six Senses will kick off its next Social Media Academy in early 2016 .
“ We will build on what all the teams have learned in 2015 and go deeper into connecting with our followers on Twitter , Facebook , Instagram , Pinterest , YouTube , Sina , Weibo and WeChat ,” Gajcak says . “ We have a lot of ideas in the works and look forward to rolling out more initiaves soon .”
SARF NEARS A DECADE OF GIVING
In August 2005 , Hurricane Katrina ravaged the southern region of the United States and left behind severe destruction and unforgettable heartache . As the one of the deadliest U . S . hurricanes , the hotel industry suffered costly losses . For Dan King , general manager of Sheraton New Orleans , when Katrina hit , guests and staff were his top priority . Then he had to keep the hotel safe , dry , clean and free of illness in the days following the storm and until the guests could be safely evacuated .
The work of King and other Starwood employees during Hurricane Katrina served as the impetus to create the Starwood Associate Relief Fund ( SARF ), a registered 501c3 nonprofit organization that has granted U $ 4.33 million to 3,350 associates worldwide at owned , managed and franchised properties since its launch in the spring of 2006 .
In 2014 , SARF responded to associates in need after Hurricane Odile hit Cabo San Lucas , Mexico . In fact , Ken Siegel , chief administrative officer and general counsel at Starwood , had recently returned from Starwood ’ s Westin property in Cabo San Lucas when he learned of the disaster and still feels an especially strong tie to the employees who tirelessly worked to keep guests safe and healthy in the aftermath of the storm .
“ Our employees help one another in times of need , which helps contribute to the ongoing success of our company ,” Siegel says . “ They take pride in their work and the work of their colleagues , which reinforces the culture , protects the company and strengthens our communities .”
Most recently , SARF granted more than US $ 1.2 million to associates who were affected by earthquakes in Nepal . Although the company does not operate hotels or resorts there , Starwood properties around the world employ Nepalese associates whose families were devastated by the natural disaster .
“ This commitment , compassion and dedication truly makes Starwood unique ,” Siegel says .
16 HOTELS November 2015 www . hotelsmag . com