H2H case study : Alexander Hotels in England To analyse H2H approche in hospitality business

1. H2H - Human to Human in Hospitality
Case study : A luxury collection of boutique, country house hotels
and spa hotels near London
http://www.alexanderhotels.co.uk/
By Duangnet TAWEECHURN MBA2B

2. What touchpoints are
ALEXANDER HOUSE active on?
Instagram, Facebook, Twitter,
Youtube, google+, Pinterest,
blog

3. What type of questions, complaints
do you see on that touchpoint?
Instagram
• Instagram account is created since 2
months ago.
• the hotel obviously has many
beautiful areas and decorations but
unforunately they less updated on
this social tool in order to promote
the concept and images of the hotel
as we can see from the number of
posts and followers.
• The quality of photos is quite good.
• They should put VDO on instagram
too

4. Facebook
• On FB, Hotel gets mostly of positive comments. I
found only 1 negative about menu during 1 year.
However, It made me realise that she is one of
hotel’s repeated customers.
•However, some posts had been shared further
especially on spa and restaurant’s topic. It shows
that customer has agreed on their speciality and
quality of service.
•No evidance has showned that hotel reacted
toward that negative post.

5. Twitter
• The most effective H2H approche technique
for hotel’s practising.
• Hotel account seems to be online
everyday. However, hotel seems not be
able to say thanks to every positive post
but likely to take care all of the negative
one within 1 days ( problem about hotel’s
service and reception as an example )
• I found 1 tweet that has shown an interest
of a customer by her open question ( about
weekend’s plan ). Hotel participated on her
tweet within one day as well.

6. Youtube
Examles
https://www.youtube.com/user/AlexanderH
otels
https://www.youtube.com/watch?v=qEgm-
i5_Em8
https://www.youtube.com/watch?v=sStPv4G
eVRU

7. Google +
• It is not official google+ of
Alexandra hotel group but it is
only for Langshott Manor hotel
(one of the hotel in Alexandra
brand)
• There is a resevation option. It
links to OTA ; agoda and
booking.com
• It is interesting to see that the
profile
- is created less than 1 year
- is updated frequently
- has few number of post (11 posts)
but huge number of page views (
471,519 )
- I found only 1 suggestion but no
reply from the hotel

8. •Pinterest
• Most of photos are posted by hotel
• Photos has be categoried by activity. It is easier for customer to find what
they would like to see as priority.
• No comment but there are some likes!

9. Hotel Blog
• Hotel often posts about their awards.
• Also, hotel asked their customers to vote for some competition
such as “The food and Travel Reader Award”
• Tweet, FB and google+ sharing options are purposed

10. Conclusion & recommandations
ALEXANDER Hotels group is luxuary boutique hotel
who are speciality on spa and wedding with
least than 100 rooms in total.
However , the group has been using H2H approach
as facebook, twitter, instagram, google+,
pinterst, blog and youtube by using photos,
VDOs, tweet in order to active customers and
target groups’ emotion, interests, curious,
passion and etc.
The customer will realise before travel what they
will pay for and what we suppose to experience
with after they book the trip with ALEXANDER
Hotel
However, I have found that their customers, their
business partners have generally participated
with the hotel on twitter as an evidence I have
shown above
Fortunatly, hotel are also quite active on
responsing and thank you toward each tweet.
In the other hand, I have also found that hotel has
been using twitter as the advertising channel by
tweetting regulary hotel promotions, hotel
events or contacting with travel agencies.
I would like to recommend them
- to motive customers participate on other
platforms rather than only on twitter.
- to create google+ profile for another 2 hotels
- to provide virtual tour of the website
- to update and share more often on their social
network with variety of contents especially
wedding and spa
The topics might be about “how-to” , successful
stories of customers, etc . It would be more H2H
approach than B2B or B2C