Cabanas at Viceroy Santa Monica
that warrants greater share of the annual budget . It is important to demonstrate why an investment in technology should be continuous and not on a typical depreciation cycle , while retaining the organizational agility to move with it and stay ahead of it . However , attributing direct revenue to every technology investment can be a challenge . For example , mobile room keys clearly save the dollars spent on card keys and improve operational efficiency , but incorporating an in-app chat facility for servicing guest needs is a little more ambiguous . We know that there is a correlation between satisfaction and the average daily rate ( ADR ) increase but it can be difficult to extrapolate .
Social media and visual storytelling are effective engagement tools , with travel video content gaining popularity and more targeted marketing the norm . How is Viceroy maintaining a strong digital presence ?
We believe in creating compelling digital assets . As part of the I
AM VICEROY global campaign , we are developing short films at a number of our hotel locations . Each film is a vibe piece that enables the audience to emotionally connect through music , color and the power of story . As we progress through 2016 , we will explore additional immersive media so that the worlds of our guest , hotels and our colleagues may positively collide . Additionally , many of our properties utilize various forms of social media , including video , to highlight activations , partnerships
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