Fairmont Hotels & Resorts is a Canadian hotel chain established in 1907. It operates sustainably and has led environmental stewardship initiatives. To attract customers, Fairmont uses various social media like Pinterest and apps. Areas for improvement include being more interactive using technologies like interactive conference rooms. Fairmont could also advertise its brand more through digital initiatives like a concierge app and private networking. This would help it compete better with online travel agencies and increase its currently low digital IQ ranking.

1. Anissa Kharbachi
Jovanie Lesaint
Clémentine Dubas

2. Hotel Presentation
Canadian largest hotel chain in North America, buit in
1907 in San Francisco
Fairmont Hotels & Resorts is operating in a socially
and environmentally sustainable fashion
It has been a leader in the area of environmental
stewardship through its award-winning Green
Partnership Program

3. Customer Decison Journey
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Huge Communication on Pinterest which is a good
approach for instance for bridal accounts :
-They pin on the pictures (venues, decoration, cake, …)
and they can share with others. That gets the word out
there
Also the usual social network, which is just obligation now
for any hotel brand that wants to be known.
Cell phone app, to book a room online and live, app that
you can download straight from the official website

4. Area to improve
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●
Be more interactive : as in maybe create bornes in airport
that smartphone can scan and see the availability and
every service that the hotel has to offer (for instance create
an interactive conference room)
More visibility, even if its a luxury hotel, they still need to
advertise their brand and communicate on it

5. Digital Marketing Initiatives
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« A concierge in your pocket » : next generation type of
bookings and access to services
VPN (virtual private network) that allows company to have
there own private « chatroom » with every services that
internet offers plus security

6. Compete with OTAs
●
Create their own plateform, of online traveling
Since they have partnership with airlines, BMW,
amex, mastercard, visa...
Maybe have a special offer with a credit card
company : make a package with hotel and ticket plane
at a discounted price if you use your visa to pay

7. Sharing is caring
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Sharing creates brand awareness, which is the first step in
the customer decision journey
It also means more visibility, and every time you see the
brand it generates word of mouth which is publicity
Sharing on the brand creates loyalty, meaning
consideration for the customers and helps for the decision
making
Sharing with the guests while in house and after

8. Fairmont provokes sharing
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By hosting events related to new generation technology,
creating a new app for the occasion
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Partnership with local cellphone operators
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More pics on pinterest
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Of course keep posting on social network
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Stay out there

9. th
Fairmont is only 9 on digital
IQ
●
●
●
Even if the Fairmont is a hotel in touch with the new
technologies
There are a lot of areas that needs to be improved
More sharing, more informal advertising (more posts on
current events)

10. th
Fairmont is only 9 on digital
IQ
●
●
●
Even if the Fairmont is a hotel in touch with the new
technologies
There are a lot of areas that needs to be improved
More sharing, more informal advertising (more posts on
current events)