SPECIAL REPORT : SOCIAL HOTEL AWARDS
BEST USE OF EMERGING PLATFORMS
BY BRAND
THOMPSON HOTELS , New York City
DESCRIPTION : After noting that photos created the highest levels of engagement on the brand ’ s Facebook and Twitter pages , Thompson started utilizing Instagram in June 2011 . Starting from zero , it aimed to gain an initial 700 users ( 100 per month ) and generate an average engagement of 30 likes per post by the end of 2011 . It did so by giving followers intimate looks at Thompson properties with creative photography of hotel-centered content and integrating Instagram content with its Facebook and Twitter accounts .
RESULTS : Thompson exceeded its goal by acquiring 1,018 Instagram followers by the end of 2011 , hit an average of 31 likes per photo with comments increasing 71 % from July to December 2011 , and received media coverage from HotelChatter . com .
RUNNER-UP : Marriott International
JUDGES ’ COMMENTS : “ The quality and consistency of the imagery is fantastic .”
BY PROPERTY
FOUR SEASONS HOTEL AUSTIN , Texas
DESCRIPTION : In January 2012 the hotel established itself on Pinterest . Its in-house marketing team eschewed directly promoting the hotel and instead made a goal of establishing Four Seasons Hotel Austin as a resource for Pinterest users on topics like Austin , weddings , cuisine and luxury travel .
RESULTS : The hotel ’ s Pinterest account garnered over 300 followers , with the hotel ’ s most popular boards — Quintessential Austin , Bucket List Adventures and 2012 Wedding Trends — each boasting over 600 followers . Since January , the hotel ’ s pins have been re-pinned more than 900 times . No ROI in terms of increased hotel reservations or wedding bookings were quantified , but the hotel can verify one Four Seasons bride who is planning her wedding with inspiration from the hotel ’ s “ Say I Do ” and “ 2012 Wedding Trends ” Pinterest boards .
RUNNER-UP : Sheraton Bratislava Hotel , Slovakia
JUDGES ’ COMMENTS : “ There are several quality topic boards that are being displayed , providing topics that will appeal to many .”
SOCIAL
HOTEL AWARDS JUDGES
David Pavelko , head of travel , Google Inc ., New York City Henry Harteveldt , co-founder , Atmosphere Research Group , San Francisco Amy Jo Martin , founder , Digital Royalty , Phoenix Burns Patterson , COO , Middleton & Gendron , New York City Chris Jackson , president , GCommerce , Park City , Utah The staff editors at HOTELS Magazine
28 HOTELS September 2012 www . hotelsmag . com