Presentation for Hotel Marketing Association @RadissonBlu Leicester Sq. Making these slides available for download for 24 hours. Feel free to help yourself as long as you reference @Adobe. Thanks to everyone who turned up. Great event.

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How Do You Build a
Social Hospitality Brand?
@JeremyWaite @HMAInfo #DigiTrends14

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Number of
customers who
“Like” your brand
page who may
never return?
Number of new
fans who will not
see your
Facebook posts in
3 months time?
Number of your
Twitter followers
who may never
see any of your
Tweets?
80%50%98.6%

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Top Global
Hotel Pages
People Talking About
This is the number of
unique users who have
created a “story” about a
page in a seven-day
period.
Conversation
Strategy?
Content
Strategy?
Number of your
Facebook fans
who actually
see your posts
if you have over
1m fans?
3%8,315,638
2,012,180
1,421,714
1,082,770
784,567
769,963
1.3%
0.6%
1.3%
2%
0.9%
4%
Fans PTAT
Who are the most engaged hotel brands?
108,955
12,412
20,823
22,545
7,098
33,742
#DigiTrends14

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“Engaging with your fans and building a
community are two totally different things”.

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ZAG by Marty Neumeier
OUR HOTEL (LOYALTY PROGRAM)
IS THE
ONLY _________
THAT _________ .

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#DigiTrends14

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“Welcome
back”.

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No person can
make it very
far in this life
on a 40 hour
week”.
J.W. Marriott

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40,231,339 Fans
327,698 PTAT

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70,330,775 Fans
659,068 PTAT

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“Only close
attention to
lots of small
details can
make an
operation first
class”.
J.W. Marriott

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Survival
of the
Fittest?
#DigiTrends14

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Steve Job’s sent the GM’s of the first 5 Apple stores
to complete the Ritz Carlton’s customer service program.

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Apple has the highest sales per square foot of any retailer globally.
NPS is in the DNA of Apple retail stores.

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“We don’t haggle with last minute bookings. We need to
book the right guest on the right night for the right price”.
Marriott Hotels

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Realised Value
How much did you spend with us?
Expected Value
Average customer value? (LCV)
Potential Value
What did we expect you
to spend with us?

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“This is about getting everything down to
one number. Using stats the way we read
them, we will find value in things that
nobody else can see”.

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Sentiment (and SNPS) Matters…
“How likely would you be to
recommend our hotel to your friend?”.
Better Customer Service + NPS Monitoring Added $168m
Dell focus on “Detractors” instead of “Promoters”.
• 60% Promotors – 25% Passives – 15% Detractors
• Each positive comment is worth $5.25
• It takes 5 positive comments to neutral 1 negative one

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Community Management Drives Sales

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#DigiTrends14

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“Social media is one area of business
where you don’t need to outspend your
competitors in order to beat them”.

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@JeremyWaite | JeremyWaite.Tumblr.com