Opinions: 

Travel Tech

In the travel industry, hotels and resorts play an integral role in the overall tourism experience when travellers are visiting a destination. However, many hotels provide a highly isolated experience at the moment that needs to be transformed into a much more social overall experience, as many travellers are already highly engaging on social media networks when travelling, sharing and engaging with friends, family and tourism providers. Through Foursquare travellers can check into places, share their location, tag friends and also share their opinion on restaurants and hotels. This provides major opportunities for hotels and resorts worldwide but can also be quite challenging (Clickz 2013).

LEVERAGING SOCIAL EXPERIENCES

Hotel experiences are no longer only a matter of the travellers in the actual hotel but can also be digitally enriched through social media channels. For hotels and resorts, this is about to become a game changer, as they can use innovative social media strategies in order to enhance guest experiences. Great service, food and facilities in a hotel or resort are worth sharing and it is very easy to encourage travellers to share their experiences in the hotel or resort to help other travellers in their decision making process. Guests can share their opinions and recommendations, advising potential travellers.

For hotels and resorts it is also essential to be aware of the things their guests recommend and share as unique experiences on social media, as it can provide marketers with ideas for the overall hotel marketing. Things that guests in a hotel consider as unique and a USP of the hotel should be used as upsell opportunities.

SOCIAL HOTELS

There is no doubt about the power of social media, as travellers are influenced in their travel decision making process by their friends’ reviews, posts and recommendations on social media channels. The Pod Hotel in New York has its own social network called Pod Culture that enables its guests to login to their accounts and connect with other guests on the network. This provides guests of the hotel with an opportunity to exchange recommendations on things to do and attractions. Although not every hotel or resort has its own social network that guests can use, they can still leverage the opportunities arising from social networks such as Twitter, Facebook and other popular networks. Hotels and resorts need to monitor social media channels for possible complaints and comments and should respond to these in a timely manner. Another tool that could be used by hotels and resorts is sentiment analytics to monitor issues and resolve these in order to maintain a relationship with guests during and after a visit in a hotel or resort. Conversations on social media channels between guests or the hotel itself and its guest can enhance the personal experience in a hotel or resort as a human touch and two-way conversations can change isolated experiences to more social ones. Hotels and resorts around the world can and should make use of the opportunities that social networks provide and should find an innovative way of making use of these.

More from #DTTT

  • In February we present:
    Travel Oregon – Rethinking Content Styles

    For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]

    #rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
  • In January we present:
    #ClientStories Visit Brussels | Full Digital Transformation

    The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities.  Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]

    #digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
  • In January we present:
    Visit California – The Pivotal Brand Touchpoint

    Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.   Visit California understands the importance of […]

    #brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
  • In January we present:
    Digitising a Destination with Tourisme Bretagne

    Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved.  The Federation of Breton Tourist […]

    #Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
  • In January we present:
    How Destination Canada evolved from a Destination Brand to a Passion Brand

    For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand?  Here is an extract of Destination Canada’s talk about brand transformation.  We have highlighted the key messages.  The full […]

    #brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
  • In January we present:
    Always-on Marketing for the Chinese Traveller with Dubai Tourism

    Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]

    #Dubai Tourism #360 market strategy #digital journey #chinese market #partnerships #always on marketing
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge