Archive for June, 2009

Hotels: adjust and stay alive

Monday, June 29th, 2009

What a follow-up article about the Four Seasons yesterday in the New York Times!  A luxury hotel brand with international prestige and instant recognition is going through probably its toughest crisis ever: they can’t adjust themselves to the downturn.  They aren’t the only ones, either.

The economic crisis is far from over, and even when it bounces back hotels will have to evaluate the new guest pattern:  the time for greed is up.  Most guests will no longer pay $500 for a room for one night, regardless of Frette linens, pillow menus, and marble bathrooms.  I believe the majority of travelers won’t spend that kind of money any time soon, even when they are able to afford it.  A reactive hotel approach so far has been:  What can we do to get heads in beds and not lower our rack rate?  So, we all saw the posts calling for free breakfast, wi-fi, free movie tickets, use of the sauna, and so on. 

Travelers have learned their lesson, and I don’t think they will go back to their old greedy ways after the economy picks up.  In turn, hotels need to learn their lesson, too.

In fact, the question hotels should be answering now is:  who is traveling and what are they willing to spend to stay at my hotel?  Analyze why.  Use market research, study the trends.  Learn from the past and move forward without getting stuck in the old way of thinking, because it won’t work.  Make changes as needed to adjust in the new travel market.  Invest in PR to boost your brand messaging.  Use social media to collect feedback. 

Communicate with your potential audience, and you’ll find it again.

Tags: , , , , ,
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »

Iran’s success with using Twitter as PR tool

Tuesday, June 23rd, 2009

It’s all over the news how Iran’s use of Twitter during the election process and the protests has been very successful.  With real time updates, some more descriptive than others, Twitter enabled Iranians to give the world a glimpse of their daily life.  The TIME article from last week titled “Iran’s Protests: Twitter, the Medium of the Movement” was very well written.

Twitter continues to evolve at an alarming rate since its founders brought it alive in 2006.  With its exceptional mobility and popularity, the 140-characters-or-less concept allows for constant newsflashes.  We don’t know how Twitter will transform in the next few months, but it is great to see the application being used for useful purposes other than posting junk.  Iran has done a good job to use Twitter effectively. 

The lesson learned from a PR perspective is that we constantly owe it to ourselves and our clients to filter information, scan followers and updates in order to get to the core of this vehicle’s value as a social network.

Tags: , ,
Posted in Hospitality, Integrated Marketing Communications, Media Relations, PR, social media | 3 Comments »

Hotels: Twitter and/or Facebook?

Friday, June 19th, 2009

I have been seeing this question a lot with hotels on blog posts and in conversations.  Some think social media is not really worth the trouble, others are Twittering every 2-3 minutes, and some have impressive fan pages on Facebook.

But, should you focus on one and not the other, or are both worth the time and maintenance?  The keyto remember is that once you start with either Facebook or Twitter, you really should not stop.   Social networking is a monster that needs to eat and usually cannot have enough. 

Using both vehicles differently can help your hotel.  Twitter about last minute specials and the change in the menu.   Use Facebook to update fans on your new toiletries and the complimentary blue ray DVD library available at the concierge desk.   Facebook and Twitter can reach different audiences that can make your message viral. 

Unless you already know how to use each one, it might be best to hold off until you understand the Facebook/Twitter dynamic first.   Both can work well together, once you’ve determined how they can work for you and those who friend and follow the property.

At least hotels are quickly realizing that social networking is not a fad.

Tags: , , ,
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »

Preparing for the mystery shopper

Saturday, June 13th, 2009

I recently received a request to write a blog post on mystery shoppers reviewing hotels.   From AAA, to Mobil Travel, and several companies that brand hotels such as SLH, Relais and Chateaux, Preferred Hotels, and many others review properties to understand their strengths, weaknesses, and determine their niche.

Usually, you don’t know exactly when a mystery reviewer will come in to stay.  The reviewer books his/her own room, so the experience starts from the moment the reservation is made to the second s/he departs the property.  Sometimes, GMs are given a time frame of when the reviewer will come in to properly warn the staff, but that is not necessarily very helpful.

From the reviewers’ perspective:they have a responsibility to communicate accurate information about the hotel and it is their job to be as objective as possible.  This information from the reviewer is eventually reflected on star/diamond rating and is usually updated every year to eighteen months.  The assigned hotel rating ultimately reflects the public’s perception. 

From a PR perspective: it is up to the PR representative of the property to leverage that honor if it is a good rating.  If it is not a good rating… then it should still come as no surprise to a great PR pro, who is always prepared for any scenario.  It’s now time to get creative!!!

Tags: , , , , , ,
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 2 Comments »

Why PR should be on every hotel’s executive committee

Monday, June 8th, 2009

I think I’ve spend the better part of my specialty arguingthe importance of assigning a seat for PR in the exec roundtable at every hotel, regardless of size, type or chain.   In the past two or three years, I’m noticing more and more properties are investing in PR, and some are actually empowering these folks to sit in weekly executive meetings.

With the drop in the economy, PR has been absorbed in a Sales and Marketing role once again, but once the cycle rebounds, public relations will come back bigger and better!

Whether your hotel’s PR rep is an swanky agency, a capable freelancer, a smart-as-a-whip intern, or an in-house manager, seeking the opinion of your media relations liason in hotel matters will pay dividends.  Surely you want to know what’s tweeted about your hotel, or what the fans are saying on Facebook?  (And tell me that you know what Twitter is by now!)  From property issues management planning, and projected renovations to simple updating your crisis communications handbook, PR should have a say in the direction, not just the execution of the promotion or publicity. 

PR professionals can provide great and humble feedback from a unique perspective to your executive committee.  It’s a shame to have them pass on their notes to the DOSM (Director of Sales and Marketing) and miss out on their valuable direct insight in property matters.

Tags: , , , , , ,
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | No Comments »

Is there real PR value in TripAdvisor?

Friday, June 5th, 2009

Ever popular,TripAdvisor reviews or on a PR persons checklist every couple of days.  With reviews posted several times a day, TripAdvisor is so valued by hotel guests, and future guests shopping for a good hotel.

Seeking real advice and feedback from those who have already experienced a property, travelers put a lot of stock on what they read on the site.  But, how can TripAdvisor be leveraged as a true PR tool?

The most common question asked… are the reviews accurate?  That is one factor that impacts the credibility of an anonymous review.  What if it is the competitor down the street writing a nasty review?  What if it is your extended family writing glowing reviews about a hotel they haven’t actually stayed in? 

While TripAdvisor does all it can to scan reviews and seperate the fake ones from the real ones, it’s nearly impossible to always tell the difference.  From a PR standpoint, the value and perception of the hotel increases when the property is in the top five of the area.  Conversely, a bad review needs to be addressed with the proper management response, which is a good communications tool that TripAdvisor allows to be fair.   

As well, the annual awards which TripAdvisor announces is a great recognition for hotels and destinations that is certainly worth a lot of PR value.  Placing updated photos and posting current information should also be part of your checklist.

Tags: , , , , , , ,
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »