HotelsMag October 2013 | Page 25

BEST USE OF TWITTER

BY BRAND

FAIRMONT HOTELS & RESORTS , TORONTO DESCRIPTION : Fairmont focuses on adding value for its Twitter followers through special offers and incentives such as an American Express Partnership that offered a free night for cardholders . Twitter followers that interact with Fairmont occasionally receive gifts and giveaways . Fairmont alerts followers to services and amenities as well .

Fairmont also provides real-time support while users are on-property and publishes a series of # FHRLocal hashtag tweets to highlight colleagues with deep knowledge of their destinations .

Fairmont used Twitter to launch the brand ’ s second annual “ Get Steeped ” Tea Month , during which fans were encouraged to share their favorite stories of taking afternoon tea at Fairmont and were periodically gifted a limited-edition tea specially blended for Fairmont ’ s tea celebration . RESULTS : The brand ’ s Twitter followers more than doubled in a year , going from 23,000 followers in January 2012 to more than 52,000 today . The “ Get Steeped ” campaign generated more than US $ 100,000 in revenue , and the Twitter promotion with American Express generated more than US $ 100,000 worth of bookings in 2012 , all from Twitter posts . RUNNER-UP : Marriott Hotels and Capella Hotel Group , Atlanta ( tie )

JUDGES ’ COMMENTS :

“ I love that Fairmont has been able to connect their Twitter use to very real revenue . This goes to show that a well run campaign can be more than reputation management and can make a real impact on the bottom line .”

BY PROPERTY

RENAISSANCE BLACKSTONE CHICAGO HOTEL

DESCRIPTION : The hotel ’ s lead navigator began using the hotel ’ s Twitter account during downtime at her desk for interaction and soon was adding 20 followers a week using # ChiChat , # travel and other hashtag opportunities . Local vendors , restaurants and fellow concierges were targeted , and there have been a number of Twitter interactions that have resulted in bookings at the Blackstone . The Twitter account is also used for real-time customer service for guests

JUDGES ’ COMMENTS :

“ Great individual effort to create a modern and interactive social media voice — Twitter done right ! One look at their feed and you can tell the level of care and attention being given .” staying at the hotel . RESULTS : In 2012 , the Blackstone was one of Sage Hospitality ’ s best properties reporting revenue from social media channels with close to US $ 5,000 from 33 room nights booked with a direct referral from social media and 548 visits linking back to the hotel ’ s social media channels . RUNNER-UP : The Mirage Hotel & Casino , Las Vegas

JUDGES ’ COMMENTS :

“ The [ Inter- Continental New York Barclay ] campaign was a great way to establish a sense of community during a natural disaster .” “ This campaign [ from The Terrace Hotel ] is hugely creative and very well executed — not just the social media sleepover but the ongoing game of Clue to keep people engaged .”

BY PROPERTY

INTERCONTINENTAL NEW YORK BARCLAY AND THE TERRACE HOTEL , PERTH , AUSTRALIA ( TIE ) DESCRIPTION : While New York City was being battered by Superstorm Sandy , InterContinental New York Barclay promoted on-property events and posted frequent updates on Facebook and Twitter to increase awareness of the hotel ’ s positive programs and events for stranded and stressed guests .

In November 2012 , The Terrace Hotel held a Social Media Sleepover , hashtagged # SocMedSleepover , which brought together a cross-section of social media influencers to celebrate the launch of a luxury hotel by playing a roleplaying version of the Cluedo / Clue board game with 17 guests chosen to attend .

RESULTS : While other local hotels let their social media accounts go silent during Sandy ’ s onslaught , the InterContinental New York Barclay saw its total number of impressions total more than 500,000 — three times the average monthly number .

Between November 18 and 25 , The Terrace Hotel reached more than 120,000 social media accounts with 2.5 million impressions . RUNNER-UP : Sands Beach Resort , Costa Teguise , Spain

www . hotelsmag . com October 2013 HOTELS 23