LVMH Hotel Management understands storytelling through the Cheval Blanc hotel websites, which welcome visitors with matching music that conveys the hotel's atmosphere and uses beautiful images that create a desire to visit. However, the hotels have a minimal social media presence in line with their discreet, exclusive brands. While they respond to most guest comments on TripAdvisor, the Courchevel hotel manager does not always respond, which is a mistake. Overall, the hotels demonstrate a human-to-human approach but could improve further response and find ways to engage personally while maintaining their upscale images.

1. H2H- WHO IS DOING IT ON SOCIAL MEDIA?

2. CHEVAL BLANC HOTELS

3. LVMH Hotel Management totally understood the concept
of storytelling. We see that through their websites of the
Cheval Blanc Hotels in Courchevel and in Malé,
Maldives.
For both of them, when we arrive on the website, a
music welcomes us. This music matches very well with
the identity of the hotel. LVMH managed to communicate
the atmosphere of its hotels through a simple melody.
STORYTELLING
Then for both hotels, we discover a lot of images showing gorgeous places, giving us the
desire to go there, showing us the atmosphere that reigns there.
RATHER THAN TELLING US HOW THEIR HOTELS ARE GREAT, THEY SHOW US:
LESS IS MORE

5. TRIPADVISOR
As we can see, both hotels are presents on TripAdvisor even if they don’t have lots of comments: 15 for the
Cheval Blanc in Courchevel and 21 comments for the Cheval Blanc Randheli.
It is very few compared to others great hotels but we can understand it because of the unobtrusive, discreet
characteristic of these hotels.
LVMH Hotel Management wants their hotels to be exclusive. And it is well known that we want to get
anything that is rare. Rarity is attractive.

6. We observe that the managers of the hotel Cheval Blanc Randheli reponds to all comments of the guests.
The manager responds. Not just someone else but the manager. This way, the client feels that it is important.
Moreover the manager responds in the mother tongue of the client showing that his clients cares, showing
respect…
It takes him between 5 days about and 1 month to answer.
Unfortunately the manager of the Cheval Blanc Courchevel, as for him, does not always respond to its
guests. That is a big mistake from him. Of course, guests won’t not come back just because of this reason
but it is a big lack from that manager. It is like his clients are not worth enough his attention. He is too busy to
respond to everyone.

7. WHAT ARE THE COMPLAINTS
Complaints that we can read on TripAdvisor are mainly about the prices. LVMH hotels are very expensive
and for example for the one located in the Maldives, it offers the same kind of services than any other hotels
in the area so the same kind of services that it has to for that kind of hotel. As a result, we could assume
that there is nothing surprising in the hotel.
But for each complain, the manager of the hotel responded.
We also have to say that we only can book a room at the hotels Cheval Blanc on just 2 Online Travel
Agencies: Kuoni ans Voyageurs du Monde. It matches with the exclusivity characteristic of these hotels.

8. ABSENCE from Social Media
While we hear nowadays that social media are the place to be, it is not the case of the hotels Cheval
Blanc.
For luxury hotels, social media are a new way to interact with their guests, a way to show the
superiority of the brand and to make dreaming. However LVMH Hotel Management is not part of these
luxury hotels.
Indeed when we are on the websites of each hotel, there is no link to any social media: Twitter,
Facebook or Instagram… Nothing! Except if we search directly on social media, we don’t find anything
about the Cheval Blanc hotels. And of course except TripAdvisor.
Particularly, we notice this “absence” on Facebook: only 370 people “like” the Cheval Blanc Hotel in
Courchevel and 1435 “like” the one in the Maldives.
Once again, we can explain this “absence” because of the discreet characteristic of the LVMH hotels.
First they don’t need a big communication, a big promotion: LVMH is famous enough, its image is well
anchored in people’s mind to not do anything. Also they don’t want to. They are exclusive hotels for just
a bunch of lucky people that is why LVMH hotels don’t work on their “image” on social media.

10. RESULTS
- Have they a H2H approach?
YES THEY HAVE
• quick response to clients on TripAdvisor
• answers from Manager
• no complaint about a “bad” behavior
• use of “Less is more”
• use of music, pictures
but Because of the exclusive characteristic of the LVMH hotels, the H2H approach is not as large as
it could be in a different hotel more “connected”.

11. - What would you advise them to do differently/better?
● to respond to the few comments that had not been answered yet
● if they don’t want to be more present on social media, they could add a page on their websites or a
link that would conduct to a new page where people could write also their opinion.
● maybe try to be more “personal” in the responses to comments: show that we know who the
guests are.
● They could create their own blog and every day or week, the manager could write a little
something about the everyday life there or an anecdote...