2015 by BRITTANY FARB , ASSOCIATE EDITOR
HOTELS ’ WHO ’ S WHO OF SOCIAL MEDIA INITIATIVES AMONG BRANDS AND PROPERTIES
Over the past several years , social media presence has become a necessity to almost every consumerfacing business . The hotel industry is no exception and it shows with consistent innovative social media campaigns year after year .
This year ’ s 4th annual Social Hotel Award winners were selected by a panel of social media experts and the staff editors of HOTELS . Categories included Best Use of Twitter , Best Use of Facebook and Best Integrated Digital Campaign , with winners from both hotel brands and individual properties .
HOTELS and the panel of judges congratulate all of the winners and thank everyone who submitted entries .
BEST FACEBOOK PAGE
BY BRAND
FAIRMONT HOTELS & RESORTS
DESCRIPTION : Fairmont Hotels & Resorts objective for its brand page was to continually increase awareness within its fan base , drive engagement and convert Fairmont President ’ s Club members to Facebook fans . Fairmont ’ s Facebook page is also meant to be a source of travel inspiration for perspective Fairmont guests , who may be less familiar with the brand .
With more than 85 % of its customer base residing in North America , Fairmont also geo-targets some of its Facebook content , including contests and promotions , toward people who live in Canada and the United States .
RESULTS : Over the course of 2014 and the first quarter of 2015 , significant growth was seen on its Facebook page from 105,662 fans to 184,183 fans . The page also generated almost 1.32 million impressions . Additionally , more than US $ 3 million in incremental room-booking revenue was generated throughout the year via social media , the majority of which was attributed to Facebook and strategic advertising tactics .
RUNNER-UP : ITC Hotels
22 HOTELS October 2015 www . hotelsmag . com