INSTAGRAM IS THE NEXT SOCIAL FRONTIER , AND HOTELIERS SHOULD BE HARNESSING ITS POWER MORE THAN THEY ARE .
GLOBAL UPDATE
TripAdvisor ’ s Wendy Perrin leans out the window of her room at the Westin
Europa and Regina in Venice .
more than they are . There are conversations happening there , and if consumers are going to lovely hotels and taking photos , the hotels should make hay with that . Offer Instagram users special treatment , add more photogenic touches to be captured and shared . I ’ m waiting to see which smart hotel companies are going to be innovative with Instagram video . They have not quite tapped into that yet .
H : What pet peeves of yours and TripAdvisor members need addressing ?
WP : Costly minibar fees . Our research shows only 7 % care about having a minibar in their rooms . More people are hanging out in the lobby , and as room service disappears hoteliers are discovering different ways to offer snacks and drinks to keep the social scene hopping in the lobby .
Everyone I know also complains about the lack of electrical outlets in the guestroom . I know headway has been made , but it would be nice to have more convenient spots , especially at desk level and by the bed nightstand .
H : What is your take on the lobby social trend ?
WP : It is interesting that it is happening at same time the minibar is becoming an endangered species . It is the Millennials and younger travelers driving it , as they are used to working in that environment and being more nomadic . It is a more comfortable and natural state of being for them .
H : What should hotels do to create more loyalty ?
WP : What I hear about and notice is service — the real way a hotel can differentiate itself . Hardware matters , as does thread count , but in the end what people remember is when the hotel went above and beyond and solved their problems . Either they solve it and perhaps create a loyalist , or they don ’ t and truly frustrate guests . Service is the most important thing for a hotel to focus on , and it doesn ’ t have to cost a lot of money . H : Is there such a thing as loyalty today ? WP : I have thought about this a lot . I collect hotel points , but points have been devalued so they are not as important a currency . I get the sense loyalty is waning . People are open to trying something different because loyalty doesn ’ t bring as much value for most people in those programs .
H : Can you offer some social media dos and don ’ ts ?
WP : Responding promptly is super important . Also , it is important to thank
INSTAGRAM IS THE NEXT SOCIAL FRONTIER , AND HOTELIERS SHOULD BE HARNESSING ITS POWER MORE THAN THEY ARE .
– WENDY PERRIN reviewers for their feedback . Be polite and show you want to hear from them , and address specific complaints . Some travelers are using social because they have a complaint and want to resolve it , while others are excited to talk about their hotel stays . Hotels would be smart to connect with the traveler before the stay and fan the flames of the expectations , offer more information about their stay .
H : Have you noticed any overlooked opportunities for hoteliers ?
WP : At more destinations , people are battling so many lines and crowds . I ’ m waiting for hotels to help guests in various ways get past the crowds . Help travelers make their stays more efficient . If a hotel helps you skip the line , how great would that be ? Various parts of the travel world do it , but I ’ m not seeing hotels do it . I know concierges can help , but a lot of people aren ’ t savvy enough , waste hours in lines and complain afterward . It would be great if hotels could help with that .
Hotels could also do more outreach after bookings and before stays . With activities at destination so important to Millennials , there are so many ways to reach out to them in advance .
H : What could hotels do to better cater to women travelers ?
WP : As a woman who travels for business there a several things I wish hotels would do from placing makeup remover towelettes in the bathroom , which is very rare , to providing workout clothes and shoes , as I travel with just one carry-on bag .
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