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Full digital strategy for w hotel
The document outlines a full digital strategy for the W hotel brand to increase awareness, consideration, and loyalty among young travelers aged 20-34. It recommends establishing presences on social media platforms like Facebook, Twitter, Flickr, YouTube, and Pinterest to engage customers and drive word of mouth referrals. It also suggests blogging, mobile apps, online travel site promotions, and analytics to track performance and referrals. The total monthly budget proposed is around $50,000.
Full digital strategy for w hotel
- 1. Full digital strategyfor W hotel • Luxury chain of Starwood’s business hotel and resort • Luxury lifestyle destination
- 2. Company goal &Customers • W hotel wants to get different target demographics • Company goal is to increase awareness, consideration, favorability and loyalty to young travelers • Customers: groups likely to be young wealthy travelers between age 20-34
- 3. Social Media Word ofMouth has always been the most important lead generator for Tourism •Create a Facebook fan page •Considerate Twitter •Start a Flickr photo stream and group •Start a YouTube channel Facebook Twitter Flickr YouTube
- 4. What Twitter cando Use Twitter Search to see what people are saying about W hotel To be genuine to followers Share ideas and links to interesting stuff we find Ask followers for advice on new ideas Break news on Twitter Build customer relationships
- 5. Pinterest Run acontest promoting customers’ pinboards Create pinboards to showcase W hotel’s unique selling points, highlight amenities, Share current specials and packages, highlight things to do or places to visit in hotel area Encourage customers to pin their own pictures of their stay at the W hotel
- 6. Blogging Blog building andupdate Blog Types: Hotel Brand Blog Topics: Experiential Analytical Crisis Trivial Interview Announcement
- 7. Promotion Develop travel bookingwebsite relations by use promotion •Make sure that W hotel is highly promoted in those website like Expedia, Cheaptickets, Priceline… •Vacation pakage & great deals (stay 5 night get last night free)
- 8. Mobile Marketing • Speccingout a mobile application and reach out the target customers via mobile devices • Launch W hotel application for iPhone, iPad, Windows, Android users.
- 9. Analysis • Know whichwebsites refer the highest quality traffic • Track number of social media mentions • Track social media satisfaction percentage
- 10. Budget • Launch Whotel blog: $6000 per month • Launch new presence on Twitter: $6500 per month • Launch Facebook fan page: $6000 per month • Other social media include Pinterest, Youtube, Instagram: $14,000 per month • Launch W hotel mobile applications: $5000 per month • Other expenses includes salaries, advertising research, agencies and software as a service: $12,500 per month In total: around $50,000 per month (10.4 percent of annual revenue)