Star hotels are rapidly increasing their presence in social media, sharing pictures and launching interactive initiatives, as travellers tend to decide where to stay on the basis of peer reviews and feedback rather than brand promotions.
About a month ago, Sheraton Hotels & Resorts of Starwood group announced the global rollout of its wine-tasting 'social hour' in 430 hotels including Sheraton Bangalore on social media. It also launched a social hour mobile platform where users could browse through hundreds of toasts shared around the world or create their own using a hashtag SheretonToast on Twitter.
Early this year Hilton's DoubleTree launched the first-of-its-kind YouTube channel for the hotel industry, Dtour, which helps travellers plan and share their trips.
In September Le Meridian New Delhi, another Starwood hotel, plans to hold a contest on Instagram, a popular photograph sharing app, on a city-based theme to get people more involved through social media. "The idea is to have these social media platforms integrated for optimum engagement," Dilip Puri, managing director, India, and regional vice president, South Asia, at Starwood Asia Pacific Hotels & Resorts, says.
It's not just international chains that incorporate a social media element in every marketing campaign. Approximately 70% of four- and five- star hotels in Tier 1 cities in the country have marked their presence in social media as per an ET report.
"Social media is key to any communication strategy for any business, be it a restaurant or a chain of retail stores. It is now amongst the most effective media to communicate one's brand's message or project its image," Mallika Dasgupta, communications manager at The Oberoi, Gurgaon, says.
The hotel recently enticed its followers on Twitter and Facebook by inviting female customers to walk into the hotel in high heels and enjoy a 30% discount at its salon.
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