Growing Your Hotel Business: Best Practices in Hotel Reputation Management

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Ann Manion of Hotel Advantage delivered a Webinar on: Growing Your Hotel Business: Best Practices in Reputation Management. She was a guest speaker at the invitation of Revinate, a company providing a total social media solution for hotel brand monitoring. Here are the slides that accompanied her presentation.

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  • Growing Your Hotel Business: Best Practices in Hotel Reputation Management

    1. 1. Growing Your Hotel Business Best Practices in Reputation Management Your Moderator & Host Guest Speaker Michelle Wohl Ann Manion VP of Marketing President of Hotel & Client Services Advantage
    2. 2. What’s Your Starting Point? Your Hotel’s Social Media Adoption [Hotels]The graphic above is from Geoffrey Moore’s book, Crossing the Chasm, and illustrates how new technology is typically adopted by the market.    Hotel Advantage / Ann Manion ©
    3. 3. Building Your Online Reputation Brand Equity #3 ROI on Social Media starts at Visual 6 hours a week. Reputation #2 Build Communities #1 Listen & Respond to Online Reviews Hotel Advantage / Ann Manion ©
    4. 4. Insights Into Action JC Thompson Director of Training & Quality Cake Story Brand Value is Measured By What you Do, Not What You Say Montelucia Resort & Spa Scottsdale, AZ Hotel Advantage / Ann Manion ©
    5. 5. Manage Your TripAdvisor Page The Hotel VeritasHarvard Square, MA “We’re so pleased at how the strength of our online reputation attracts guests to The Hotel Veritas. The biggest surprise for me was that we don’t rely on tools like press releases to share our hotel news. My focus continues to be on using social media to build relationships.” Benson Willis, General Manager Hotel Advantage / Ann Manion ©
    6. 6. Energize Guests Externally “My strategy is never to sell, but to position myself as a member of the community and share relevant information.” Elizabeth Stefan E-Commerce Marketing ManagerHappy Hour The Charles Hotel Story On Social The Charles Hotel Networks “The Smart Place to Stay In Go Deep, Harvard Square” Not Broad Hotel Advantage / Ann Manion ©
    7. 7. Energize Associates Internally “It’s not about the technology, it’sBacon Story about the people and relationships” Adam Wallace Director of Digital Marketing EngageAssociates in your Social Media Hotel Advantage / Ann Manion ©
    8. 8. Talk to the World > 4,000 Fans Strong“Hotel guests express themselvesin real time. Brand monitoring “Keeping pace withhelps us jump on feedback and technology is a challenge. Itvalidate our promises. And The Driskoll Hotel, Austin, Texas used to arrive month to month,Facebook is a core component Austin’s Most Beloved Icon but now arrives by the hour.of how we connect with our Embrace change and be readycommunity and build customer to learn, but recognize that it’sreport. impossible to absorb Text everything at once.”John SpomerV.P. & Managing Director Message Kyra Coots Director of Public Relations & Marketing Marketing Communications Hotel Advantage / Ann Manion ©
    9. 9. Sources of Online Content Keep It In Balance User Hotel Generated Generated Content Content Authentic AccurateContribute Web Content; Or Others Will Define You Hotel Advantage / Ann Manion ©
    10. 10. Deliver a Feast For the Eyes Fresh & Honest Cookbook by Chef Peter Davis Henrietta’s Table at The Charles Hotel The Liberty Hotel, Boston, MA Cambridge, MA “Beautiful images show our commitment to quality, and sets the right expectation for what guests can look forward to at The Charles Hotel.” Elizabeth Stefan E-Commerce Marketing ManagerPhoto Credit http://www.heathrobbins.comFood & Lifestyle Photographer Heath Robbins Hotel Advantage / Ann Manion ©
    11. 11. Show The People & The Passion Behind Your Great HotelPhoto Credit http://www.heathrobbins.com Jody Adams, Rialto Executive ChefFood & Lifestyle Photographer Heath Robbins The Charles Hotel Hotel Advantage / Ann Manion ©
    12. 12. Picture The Guest/Family ExperiencePhoto Credit http://www.heathrobbins.comFood & Lifestyle Photographer Heath Robbins Hotel Advantage / Ann Manion ©
    13. 13. Attract Attention The Liberty Hotel Boston, MA Get a Flickr Account &Feed the Web Photo Credit http://www.heathrobbins.com Food & Lifestyle Photographer Heath Robbins Hotel Advantage / Ann Manion ©
    14. 14. Capture Your Hotel’s Unique Specialness A Jewel in the Middle Of Philly Hyatt at the BellevuePhoto Credit http://www.johnbellenis.comLuxury Hotel Photographer John Bellenis Philadelphia, PA Hotel Advantage / Ann Manion ©
    15. 15. Feel the Spa ExperienceThe Sagamore ResortLake George, NYPhoto Credit http://www.johnbellenis.comLuxury Hotel Photographer John Bellenis Hotel Advantage / Ann Manion ©
    16. 16. Picture the Mood Photo Credit http://www.johnbellenis.com The Sagamore ResortDon’t Make Luxury Hotel Photographer John Bellenis Lake George, NYPictures AnAfterthought Hotel Advantage / Ann Manion ©
    17. 17. Broadcast Your Hotel2008: Video = 21% of all data flowing over the Internet2013: Video = 91% estimate data flowing over the Internet * ICHG’s YouTube Channel * Four Seasons Hotels and Resorts * Mandarin Hotels * Jordan Vineyard & Winery Create a Media Experieince Hotel Advantage / Ann Manion ©
    18. 18. Staying Out of the Chasm  The graphic above is from Geoffrey Moore’s book, Crossing the Chasm, and illustrates how new technology is typically adopted by the market.  Hotel Advantage / Ann Manion ©
    19. 19. #1. Lack of Infrastructure Larry Weber Author & Chairman of Web 2 GroupManaging Your Reputation Means New Role & Jobs Hotel Advantage / Ann Manion ©
    20. 20. #2. No Plan1. Understand the OnlineBehavior of Guests.2. Determine Your BusinessObjective.3. Establish a ContentStrategy4. Evolve & Adapt.
    21. 21. #3. No Sponsorship“Scale and media buying power are no “Social media initiatives must get morelonger a decisive advantage. What than mere attention from the top. counts today is speed and agility.” They must be sponsored from the top. There is no such thing as a grassrootsDavid Meerman Scott, Author strategic initiative.” Mark Schaefer, Adopt a Author of the Blog GROW Real Time Mindset Hotel Advantage / Ann Manion ©
    22. 22. #4. No Social Media Guidelines * Command & Control is OUT * Trust Your Associates * Guidelines are Good * Be prepared to Handle a Crisis Read What To Do When a Social Case Media Power User Gripes Study About Your Hotel Online? Hotel 71 Chicago Hotel SocialMedia Policies:One Size Does Not Fit All Hotel Advantage / Ann Manion ©
    23. 23. #5. No Marketing IntegrationBlend Social Media & Your Traditional Marketing Hotel Advantage / Ann Manion ©
    24. 24. 4 Predictions#1. Mobile Phones will deepen guestconnections.#2. Video will make the Internet a completemedia experience.#3. Cloud Computing will give increased accessfor guests to reach information in the Internetcloud.#4. Social Technology will continue to explodeand employees draw power from rising peerinfluence - fellow customers & employees. Ted Schadler Josh Bernoff VP IT Research VP Idea Development Forrester Research Forrester Research Hotel Advantage / Ann Manion ©
    25. 25. Thank You!michelle@revinate.com ann@thehoteladvantage.comwww.revinate.com www.thehoteladvantage.com @revinate @HotelAdvantage www.facebook.com/revinate www.facebook.com/HotelAdvantage blog.revinate.com/ Subscribe
Hotel
Advantage
Newsle=er www.linkedin.com/in/mwohl www.linkedin.com/in/annmanion www.youtube.com/user/HotelAdvantage www.flickr.com/photos/hoteladvantage annmanion.yelp.com
    26. 26. Reference Links, page 1Slide
1
Welcomeh2p://www.hotelreputa7onmanagement.com/h2p://www.revinate.com/
Slide
2
/
Slide
18
What’s
Your
StarGng
Point?h2p://en.wikipedia.org/wiki/Crossing_the_Chasmh2p://www.amazon.com/Crossing‐Chasm‐Marke7ng‐High‐Tech‐Mainstream/dp/0066620023Slide
3
Building
Your
Online
ReputaGonh2p://www.hotelreputa7onmanagement.com/h2p://www.24hourcustomer.com/The
24‐Hour
Hotel
Guest
Ar7cle:h2ps://app.e2ma.net/app2/campaigns/archived/35315/af11e7b78c2dd01461d6bef3c02b1cc1/Slide
4
Montelucia
Resort
&
Spah2p://www.icmontelucia.com/Slide
5:

The
Hotel
Veritash2p://www.thehotelveritas.com/Slide
6
The
Charles
Hotelh2p://www.charleshotel.com/Ar7cle,
“Is
Your
Hotel
Flying
Blind
on
Twi2er?”:Run
Date:

April
15‐21,
h2p://hotelexecu7ve.com/Slide
7:
The
Roger
Smith
Hotelh2p://www.rogersmith.com/Amsterdam
Interview
with
Adam: Hotel Advantage / Ann Manion ©h2p://www.youtube.com/watch?v=vJ486kl240&feature=related
    27. 27. Reference Links, page 2Slide
8:
The
Driskill
Hotelh2p://www.driskillhotel.com/Slides
10‐13
Visual
ReputaGonHeath
Robbins
Food
and
Lifestyle
Photographyh2p://www.heathrobbins.com/h2p://heathrobbins.blogspot.com/h2p://www.charleshotel.com/h2p://www.henrie2astable.com/h2p://www.rialto‐restaurant.com/chef_jody_adams/h2p://www.libertyhotel.com/h2p://www.choicehotels.com/Slides
14‐16
Visual
ReputaGonJohn
Bellenis
Luxury
Hotel
Photographerh2p://www.johnbellenis.com/h2p://blog.johnbellenis.com/h2p://www.philadelphia.bellevue.hya2.com/hya2/hotels/index.jsph2p://www.thesagamore.com/
Slide
17
Broadcast
Your
Hotelh2p://www.realviewtv.com/h2p://www.youtube.com/user/jordanvineyardh2p://www.youtube.com/ihgplch2p://www.youtube.com/user/mohotelsh2p://www.youtube.com/user/fourseasonsSlide
19:
Lack
of
Infrastructureh2p://www.w2groupinc.comh2p://www.amazon.com/S7cks‐Stones‐Digital‐Business‐Reputa7ons/dp/0470457384h2p://www.marke7ngtothesocialweb.com/
    28. 28. Reference Links, page 3Slide
20

No
Planh2p://www.forrester.com/GroundswellSlide
21

No
Sponsorshiph2p://www.businessesgrow.com/blog/h2p://www.davidmeermansco2.com/h2p://www.davidmeermansco2.com/Slide
22
No
Social
Media
Guidelines“Social
Media
Policies:

One
Size
Does
Not
Fit
All”,
Run
Date
Feb
11‐17,
h2p://hotelexecu7ve.com/h2p://www.hotel71.com/Case
Study
of
Hotel
71
Chicago:h2p://app.e2ma.net/app2/campaigns/archived/35315/4cdc3b655df7f749d2853fc9b6ec13cb/
How
Social
Media
Has
Changed
the
Hotel
Business
Blog:h2p://www.spinsucks.com/social‐media/how‐social‐media‐has‐changed‐the‐hotel‐business/Slide
23:
No
MarkeGng
IntegraGonh2p://chicagoregency.hya2.com/hya2/hotels/index.jsph2p://www.kierlandresort.com/Slide
24:

PredicGonsh2p://www.forrester.com/empoweredSlide
25
Thank
You
For
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