Sheraton New Orleans Description : To monitor negative messages and solidify brand loyalty , Sheraton New Orleans integrated a monitoring system with its existing Facebook , Twitter and Instagram pages . The goal was to have a response rate of less than an hour and answer all reviews under three stars |
for Facebook reviews . The social media team focused on Facebook and Twitter as the two main channels because they believed those had the loudest voice and biggest influence .
The monitoring system used location to confirm guests are on property and could be identified in the
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booking system . In conjunction with location tags , key buzzwords were used in the monitoring system to allow the property to quickly welcome or respond to a guest . Results : The program exceeded the objectives that were set forth . The property was able to identify key influencers staying on property and |
surprise them with customized amenities , which creates a sense of brand loyalty . The biggest impact was seen with negative message alerts , where the property has been able to identify guest problems quickly and take immediate action with a resolution . Runner Up : Virgin Hotels Chicago |
BY BRAND |
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IHG |
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Description : IHG aimed to increase its brand reputation by engaging with more customers online as well as increasing the number of social media posts captured by using geolocation . The social media team curated this guest-generated content on hotel websites to showcase the hotel offerings to potential visitors . By displaying content created by guests , staff ensured that the content potential visitors viewed was content that they were interested in seeing .
IHG also created alerting systems , which filtered relevant guest posts and notified staff as soon as key guests posted , allowing them to reply immediately . This included alerts based on keywords around cele-
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brations and risks and campaign hashtags . They also have numerous funnels set up to notify it when users with more than 5,000 followers are posting at their hotels , in order to target key |
influencers . Results : An average engagement rate of 18.8 % across all properties , an increase in the rate of return visitors from 18 % to 24 % over a six-month period and increased the |
amount of guest-generated content by a multiple of 11 as a result of adding geolocation to social media monitoring . Runner Up : Starwood Hotels & Resorts |
IHG ' s social media team curated guest-generated content on its websites to showcase the hotel offerings to potential visitors . |
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30 hotelsmag . com October 2016 |