14:40 - 15:15 Keynote Social marketing and community management by Rémi Lefèvre on Hotel'13 conference.

1. *
HOTELS'13
GUEST SATISFACTION & SOCIAL MEDIA
Remi Lefevre - Global Social Marketing, Upscale & Luxury Brands, IHG® - @RMLFVR

2. *
EXECUTIVE SUMMARY
.1.
The guest
satisfaction
equation
Hotel experience - Cost of opportunity
Consistency & customisation are key
Social media can help tailoring experiences
.2.
Customise
with social
media
Research - Select - Book - Stay - Review
Social media impacts the whole experience
The Listen-Respond-Engage framework

3. *
EXECUTIVE SUMMARY
1. THE GUEST SATISFACTION EQUATION

4. *
1. THE GUEST SATISFACTION EQUATION
Overall hotel experience
(research, choice, reservation, stay, review)
VS
Opportunity cost
(how enjoyable other options could have been)

5. *
1. THE GUEST SATISFACTION EQUATION
Overall hotel experience
(research, choice, reservation, stay, review)
VS
Opportunity cost
(how enjoyable other options could have been)

6. *
1.1. ONLINE MEDIA CHANGES THE WAY WE TRAVEL
80% of travel products in the UK are
researched or purchased online
Mobile bookings will outstrip desktop
bookings in 2/3 years
1 in 4 have used social networks to plan
their travel
Source: IHG Travel Trends Report 2013 - http://library.the-group.net/ihg/client_upload/file/The_new_kinship_economy.pdf
95% of international travellers use their
smartphone abroad

7. *
1.1. ONLINE MEDIA CHANGES TRAVELLERS, OUR GUESTS
Source: IHG Travel Trends Report 2013 - http://library.the-group.net/ihg/client_upload/file/The_new_kinship_economy.pdf

8. *
1.1. ONLINE MEDIA CHANGES GUESTS' EXPECTATIONS
Source: IHG Travel Trends Report 2013 - http://library.the-group.net/ihg/client_upload/file/The_new_kinship_economy.pdf

9. *
1.1 ONLINE MEDIA CHANGES THE HOTEL EXPERIENCE
Overall hotel experience
(research, choice, reservation, stay, review)
VS
Opportunity cost
(how enjoyable other options could have been)

10. *
1.2. WHAT ABOUT THE OPPORTUNITY COST?
Overall hotel experience
(research, choice, reservation, stay, review)
VS
Opportunity cost
(how enjoyable other options could have been)

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1.2. WHAT YOU'RE DOING VERSUS WHAT YOU COULD BE DOING

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1.2. MORE INFORMATION MAKES CHOICES CONSEQUENTIAL
Source:
The more, the merrier?

13. *
1.2. MORE INFORMATION MAKES CHOICES CONSEQUENTIAL
Source:
Maybe. But it's also more complex.

15. *
1.3. GUEST SATISFACTION MARGIN GETS SLIMMER
Source:
hotel experience
guest satisfaction

16. *
1.3. GUEST SATISFACTION MARGIN GETS SLIMMER STILL
Source:
hotel experience
So how do we address this?
guest satisfaction

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1.3. CONSISTENCY: THE IMPORTANCE OF THE BRAND PROMISE
Source:
hotel experience
guest satisfaction
First: consistency.

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1.3. MEMORABLE: TAKING UP THE PERSONAL SERVICE
Source:
hotel experience
guest satisfaction
Better still? Make hotel experience memorable.

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1.3. WHY SHOULD WE CARE? WELL, BECAUSE:
Source: Chris Anderson PhD., Cornell University Research, The Impact of Social Media on Lodging Performance, 2012
+1% +1.42%
Online
reputation
RevPar

20. *
1. THE GUEST SATISFACTION EQUATION: IN A NUTSHELL
Source: Chris Anderson PhD., Cornell University Research, The Impact of Social Media on Lodging Performance, 2012
The hotel
experience
changes
Online media impacts hotel experience
We need to be consistent
We need to be special
Room for
error gets
slimmer
Cost of opportunity is high, and going higher
Flawlessness is the expectation
Lasting relationships are the best solution

21. *
EXECUTIVE SUMMARY
2. DRIVE GUEST SATISFACTION WITH SOCIAL MEDIA

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2.1. WHAT DO WE CONSIDER SOCIAL MEDIA?
Source:

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2.1. WHAT DO WE CONSIDER SOCIAL MEDIA MARKETING?
:
Social
networks
Social media
marketing
Social media
Every publication channel that
involves social features
Dedicated website that
connects members of a
community
Use of social media for
promotional purposes

24. *
2.1. WHERE SOCIAL MEDIA IMPACTS THE HOTEL EXPERIENCE
:
Research Select Book Stay Review
Awareness Top-of-mind awareness & SEO
Online reputation Reviews, friends & questions
New doors New entry points to the booking journey
Talk to the invisible Tailorisation & customer recovery
Feedback Show you care

25. *
2.2. HOW-TO: A FRAMEWORK BASED ON DIALOGUE
:
LISTEN
RESPOND
ENGAGE
Create this 1-to-1,
VIP experience
Catch the invisible
traveller
Stay top-of-mind & pursue the
relationship

26. *
2.2. AS IN ALL CONVERSATION, START BY LISTENING
Who, where, when and why
Who talks about you?
What platform do they use?
At what stage of the Hotel Experience do they do it?
What are their topics of conversation?
Draft a plan: establish listening routines, pick
platforms...

27. *
2.2. LISTENING ALONE BRINGS A CROWD OF OPPORTUNITIES
Source: InterContinental® David Tel Aviv, InterContinental® Sao Paulo, InterContinental® London Park Lane

28. *
2.2. THEN START RESPONDING TO REVIEWS, QUESTIONS...
Source: Forrester, January 2013, via BazaarVoice http://www.bazaarvoice.com/research-and-insight/social-commerce-statistics
Ideally, respond to every review At least to 1-3 stars
People saying that seeing a management
response would sway them to book with the
responding hotel.
Always be:
65%
Transparent PersonablePolite

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2.2. RESPOND TRUTHFULLY: HONESTY CANNOT BE FAKED
Source: Crowne Plaza Brussels Airport - IHG Guest Reviews

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2.2. RESPOND TRUTHFULLY: HONESTY CANNOT BE FAKED
Source: Crowne Plaza Brussels Airport - IHG Guest Reviews

31. *
2.3. ENGAGE WITH YOUR GUESTS IN MIND
Source:
Searchable, Snackable, Sharable
Format of the content
Destination, Promotion, Lifestyle
Nature of the content
Adapt, adapt, adapt
Reality of the content
How
What
Plus

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2.3. ENGAGE WITH YOUR GUESTS IN MIND
Source: InterContinental® Samui Baan Taling Ngam Resort Facebook Page

33. *
2.3. ENGAGE WITH YOUR GUESTS IN MIND
Source: InterContinental® Boston Twitter feed

34. *
2.3. ENGAGE WITH YOUR GUESTS IN MIND
Source: InterContinental® New York Barclay Twitter feed

35. *
2. HOW CAN SOCIAL MEDIA HELP: IN A NUTSHELLL
Social
media
affects
experience
Social media can help at all stages
Main areas are selection & feedback
It needs to be scaled to your needs
Listening is
key
Listen / Respond / Engage
Building relationships is about listening
Respond wisely, engage if you can

36. *
GUEST SATISFACTION & SOCIAL MEDIA: KEY TAKEWAYS
.1.
The guest
satisfaction
equation
Hotel experience - Cost of opportunity
Consistency & customisation are key
Social media can help with that
+1% online reputation = +1.42% RevPar
.2.
Customise
with social
media
Research - Select - Book - Stay - Review
Social media impacts the whole experience
The Listen-Respond-Engage framework
Listening is not an option any more

37. *
CONTACT
REMI LEFEVRE
Global Social Marketing, Upscale & Luxury Brands
InterContinental Hotels Group - IHG®
remi.lefevre@ihg.com // @RMLFVR // linkedin.com/in/remilefevre

38. *
REFERENCES
IHG, Travel Trends Report, The New Kinship Economy, 2013
http://library.the-group.net/ihg/client_upload/file/The_new_kinship_economy.pdf
Amadeus, Empowering Inspiration: the future of travel search, 2012
http://www.amadeus.com/travelagencies/onlinetravellerstudy2012.html
Barry Schwartz, The Paradox of Choice, TED Talks, June 2005
http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.html
IHG Travel Trends Report, The New Kinship Economy, IHG, March 2013
http://library.the-group.net/ihg/client_upload/file/The_new_kinship_economy.pdf
Chris Anderson Ph.D., The Impact of Social Media on Lodging Performance, Cornell
University Center for Hospitality Research, 2012
http://www.hotelschool.cornell.edu/research/chr/pubs/reports/abstract-16421.html
Forrester Research, for BazaarVoice, January 2013
http://www.bazaarvoice.com/research-and-insight/social-commerce-statistics