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HOTEL13- IHG remi lefevre

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14:40 - 15:15 Keynote Social marketing and community management by Rémi Lefèvre on Hotel'13 conference.

14:40 - 15:15 Keynote Social marketing and community management by Rémi Lefèvre on Hotel'13 conference.

Published in: Technology, Business

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  • 1. *HOTELS13GUEST SATISFACTION & SOCIAL MEDIARemi Lefevre - Global Social Marketing, Upscale & Luxury Brands, IHG® - @RMLFVR
  • 2. *EXECUTIVE SUMMARY.1.The guestsatisfactionequationHotel experience - Cost of opportunityConsistency & customisation are keySocial media can help tailoring experiences.2.Customisewith socialmediaResearch - Select - Book - Stay - ReviewSocial media impacts the whole experienceThe Listen-Respond-Engage framework
  • 3. *EXECUTIVE SUMMARY1. THE GUEST SATISFACTION EQUATION
  • 4. *1. THE GUEST SATISFACTION EQUATIONOverall hotel experience(research, choice, reservation, stay, review)VSOpportunity cost(how enjoyable other options could have been)
  • 5. *1. THE GUEST SATISFACTION EQUATIONOverall hotel experience(research, choice, reservation, stay, review)VSOpportunity cost(how enjoyable other options could have been)
  • 6. *1.1. ONLINE MEDIA CHANGES THE WAY WE TRAVEL80% of travel products in the UK areresearched or purchased onlineMobile bookings will outstrip desktopbookings in 2/3 years1 in 4 have used social networks to plantheir travelSource: IHG Travel Trends Report 2013 - http://library.the-group.net/ihg/client_upload/file/The_new_kinship_economy.pdf95% of international travellers use theirsmartphone abroad
  • 7. *1.1. ONLINE MEDIA CHANGES TRAVELLERS, OUR GUESTSSource: IHG Travel Trends Report 2013 - http://library.the-group.net/ihg/client_upload/file/The_new_kinship_economy.pdf
  • 8. *1.1. ONLINE MEDIA CHANGES GUESTS EXPECTATIONSSource: IHG Travel Trends Report 2013 - http://library.the-group.net/ihg/client_upload/file/The_new_kinship_economy.pdf
  • 9. *1.1 ONLINE MEDIA CHANGES THE HOTEL EXPERIENCEOverall hotel experience(research, choice, reservation, stay, review)VSOpportunity cost(how enjoyable other options could have been)
  • 10. *1.2. WHAT ABOUT THE OPPORTUNITY COST?Overall hotel experience(research, choice, reservation, stay, review)VSOpportunity cost(how enjoyable other options could have been)
  • 11. *1.2. WHAT YOURE DOING VERSUS WHAT YOU COULD BE DOING
  • 12. *1.2. MORE INFORMATION MAKES CHOICES CONSEQUENTIALSource:The more, the merrier?
  • 13. *1.2. MORE INFORMATION MAKES CHOICES CONSEQUENTIALSource:Maybe. But its also more complex.
  • 14. *1.3. GUEST SATISFACTION MARGIN GETS SLIMMERSource:hotel experienceguest satisfaction
  • 15. *1.3. GUEST SATISFACTION MARGIN GETS SLIMMER STILLSource:hotel experienceSo how do we address this?guest satisfaction
  • 16. *1.3. CONSISTENCY: THE IMPORTANCE OF THE BRAND PROMISESource:hotel experienceguest satisfactionFirst: consistency.
  • 17. *1.3. MEMORABLE: TAKING UP THE PERSONAL SERVICESource:hotel experienceguest satisfactionBetter still? Make hotel experience memorable.
  • 18. *1.3. WHY SHOULD WE CARE? WELL, BECAUSE:Source: Chris Anderson PhD., Cornell University Research, The Impact of Social Media on Lodging Performance, 2012+1% +1.42%OnlinereputationRevPar
  • 19. *1. THE GUEST SATISFACTION EQUATION: IN A NUTSHELLSource: Chris Anderson PhD., Cornell University Research, The Impact of Social Media on Lodging Performance, 2012The hotelexperiencechangesOnline media impacts hotel experienceWe need to be consistentWe need to be specialRoom forerror getsslimmerCost of opportunity is high, and going higherFlawlessness is the expectationLasting relationships are the best solution
  • 20. *EXECUTIVE SUMMARY2. DRIVE GUEST SATISFACTION WITH SOCIAL MEDIA
  • 21. *2.1. WHAT DO WE CONSIDER SOCIAL MEDIA?Source:
  • 22. *2.1. WHAT DO WE CONSIDER SOCIAL MEDIA MARKETING?:SocialnetworksSocial mediamarketingSocial mediaEvery publication channel thatinvolves social featuresDedicated website thatconnects members of acommunityUse of social media forpromotional purposes
  • 23. *2.1. WHERE SOCIAL MEDIA IMPACTS THE HOTEL EXPERIENCE:Research Select Book Stay ReviewAwareness Top-of-mind awareness & SEOOnline reputation Reviews, friends & questionsNew doors New entry points to the booking journeyTalk to the invisible Tailorisation & customer recoveryFeedback Show you care
  • 24. *2.2. HOW-TO: A FRAMEWORK BASED ON DIALOGUE:LISTENRESPONDENGAGECreate this 1-to-1,VIP experienceCatch the invisibletravellerStay top-of-mind & pursue therelationship
  • 25. *2.2. AS IN ALL CONVERSATION, START BY LISTENINGWho, where, when and whyWho talks about you?What platform do they use?At what stage of the Hotel Experience do they do it?What are their topics of conversation?Draft a plan: establish listening routines, pickplatforms...
  • 26. *2.2. LISTENING ALONE BRINGS A CROWD OF OPPORTUNITIESSource: InterContinental® David Tel Aviv, InterContinental® Sao Paulo, InterContinental® London Park Lane
  • 27. *2.2. THEN START RESPONDING TO REVIEWS, QUESTIONS...Source: Forrester, January 2013, via BazaarVoice http://www.bazaarvoice.com/research-and-insight/social-commerce-statisticsIdeally, respond to every review At least to 1-3 starsPeople saying that seeing a managementresponse would sway them to book with theresponding hotel.Always be:65%Transparent PersonablePolite
  • 28. *2.2. RESPOND TRUTHFULLY: HONESTY CANNOT BE FAKEDSource: Crowne Plaza Brussels Airport - IHG Guest Reviews
  • 29. *2.2. RESPOND TRUTHFULLY: HONESTY CANNOT BE FAKEDSource: Crowne Plaza Brussels Airport - IHG Guest Reviews
  • 30. *2.3. ENGAGE WITH YOUR GUESTS IN MINDSource:Searchable, Snackable, SharableFormat of the contentDestination, Promotion, LifestyleNature of the contentAdapt, adapt, adaptReality of the contentHowWhatPlus
  • 31. *2.3. ENGAGE WITH YOUR GUESTS IN MINDSource: InterContinental® Samui Baan Taling Ngam Resort Facebook Page
  • 32. *2.3. ENGAGE WITH YOUR GUESTS IN MINDSource: InterContinental® Boston Twitter feed
  • 33. *2.3. ENGAGE WITH YOUR GUESTS IN MINDSource: InterContinental® New York Barclay Twitter feed
  • 34. *2. HOW CAN SOCIAL MEDIA HELP: IN A NUTSHELLLSocialmediaaffectsexperienceSocial media can help at all stagesMain areas are selection & feedbackIt needs to be scaled to your needsListening iskeyListen / Respond / EngageBuilding relationships is about listeningRespond wisely, engage if you can
  • 35. *GUEST SATISFACTION & SOCIAL MEDIA: KEY TAKEWAYS.1.The guestsatisfactionequationHotel experience - Cost of opportunityConsistency & customisation are keySocial media can help with that+1% online reputation = +1.42% RevPar.2.Customisewith socialmediaResearch - Select - Book - Stay - ReviewSocial media impacts the whole experienceThe Listen-Respond-Engage frameworkListening is not an option any more
  • 36. *CONTACTREMI LEFEVREGlobal Social Marketing, Upscale & Luxury BrandsInterContinental Hotels Group - IHG®remi.lefevre@ihg.com // @RMLFVR // linkedin.com/in/remilefevre
  • 37. *REFERENCESIHG, Travel Trends Report, The New Kinship Economy, 2013http://library.the-group.net/ihg/client_upload/file/The_new_kinship_economy.pdfAmadeus, Empowering Inspiration: the future of travel search, 2012http://www.amadeus.com/travelagencies/onlinetravellerstudy2012.htmlBarry Schwartz, The Paradox of Choice, TED Talks, June 2005http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.htmlIHG Travel Trends Report, The New Kinship Economy, IHG, March 2013http://library.the-group.net/ihg/client_upload/file/The_new_kinship_economy.pdfChris Anderson Ph.D., The Impact of Social Media on Lodging Performance, CornellUniversity Center for Hospitality Research, 2012http://www.hotelschool.cornell.edu/research/chr/pubs/reports/abstract-16421.htmlForrester Research, for BazaarVoice, January 2013http://www.bazaarvoice.com/research-and-insight/social-commerce-statistics