The document discusses the role of social media and online resources in the hospitality industry. It notes that online tools have empowered travelers by enabling self-booking, reviews, and sharing experiences. Hotels and tourism boards are leveraging social media to build trust and engage customers through transparency, mobile apps, deals, and online communities. However, the document questions where the money is in these strategies. It provides examples of brands using tactics like open data, mobile apps, and customer service to capitalize on trends like speed, social sharing, and building loyalty.

1. Hospitality & social media:
Where's the money?
Clo Willaerts (@bnox)
Flanders Expo, 23 Nov 2011

3. Hospitality industry
Englishman in the Campagna by Carl Spitzweg

4. Online = empowered travellers
self booking & comparison engines

5. Online = empowered travellers
peer reviews

6. Online = empowered travellers
peer hospitality

7. Facebook.com/TravelChannel
what is the role of guidebooks?

8. 44%
plan on using their mobile phone or
smartphone more as a travel resource
during trips in 2012
Source: TripAdvisor's 2011 travel trends survey of more than 2,700 US travellers
what is the role of guidebooks?

9. Museum of London's
Streetmuseum iPhone app
what is the role of guidebooks?

10. Social media darling KLM

11. Queensland tourism board
islandreefjob.com

12. Travel = storytelling
http://www.levisroadwear.com/my/

13. Pure fun
chromaroma.com a new game for London

14. But where's the money?

15. Trend 1/3:
Transparancy & open data
Tripadvisor: cities I've visited app

16. Trend 1/3:
Transparancy & open data

17. Case 1/3:
Crowdsourced map of NY
Crowdsourced map of NY http://bit.ly/privatePublic

18. Tactic 1/3:
Trusted filter + sharing
http://europe.eurostar.com/

19. Trends 2/3:
speed & instant gratification
youtube.com/watch?v=aXV-yaFmQNk

20. Case 2/3:
mobile, mobile, mobile
Marvin Gaye's Midnight Love app

21. Tactic 2/3:
last minute deals

22. Tactic 2/3:
last minute deals -> flightbot

23. Trend 3/3:
trust & social graph
Canadian musician Dave Carroll

24. Trend 3/3:
trust & social graph
find your local guide

25. Trend 3/3:
trust & social graph
peer recommendations

26. Case 3/3:
twitter.com/RSHotel
facilitating guest communities

27. Case 3/3
Facebook.com/sevenhotelparis
22.743 fans! fans only content & offers

28. Case 3/3:
JetBlue & loyalty
JetBlue GoPlaces app (loyalty)

29. Tactic 3/3:
customer care = concierge

30. Final tips
1) be findable
2) be likeable
3) be shareable

31. Thank you very much!
http://www.slideshare.net/bnox
Clo.willaerts@sanomamedia.be