How is your Hotel turning ordinary into extraordinary?
Creating that breakfast tray that makes the guest feel extra special is all about the little x-factor that makes a micro-moment shareable.
Often when I talk about Social Media Marketing, I put this in context with change and transformation.
Many Hotels brands perception of change and transformation often brings up thoughts about reorganization, downsizing, resources, time, budget and turnaround.
Basically, it is perceived as a fundamental change in how Hotels business is conducted in order to help cope with a new, more challenging market environment.
Identify current reality
You have to start with a brutal report of yourself, your team members and your Hotel.
Examine your current market and competitive realities.
Even though customers today are more connected and appears to require more real-time service at the end of the day all they want is to be taken care of.
Your Hotel has to look at your processes and learn if you are up to par with this reality. The customers really don’t care how many Social Media channels you are on if you can’t connect with them in ways that create an extraordinary micro-moment.
It is critical that your Hotel show up in each micro-moment where you can celebrate with the customer.
Celebrate and recognize intent, it is ok to acknowledge the positive as much as the challenges.
Collect and analyze relevant information
Gaining successful insight for your Hotel means figuring out what you want from the information.
What is the real value of the information?
Through value innovation, you analyze the information in a context that brings on the extraordinary.
Every experience is part of a customer process, with some specific needs, an alternative solution and an extraordinary sharable micro-moment.
Plan and execute your Social Media Marketing Campaigns
Today Hotels really has to consider the customers when they plan their Social Media Marketing Campaigns.
Organic reach is no longer a sustainable way to reach your Hotels customer. Over the years organic reach has declined for every brand. Organic reach was simply a measurement of how many people could find your Hotel on a given Social Media channel for free.
Hotels now have to create effective Social Media Marketing campaigns that connect with customers during the micro-moments.
Which micro-moments do your customers celebrate and share with their community?
Implement value innovation in context with what really matters and what is working.
Listen to your customers, not your competition and start creating new uncontested markets for your Hotel with effective and relevant Social Media Marketing Campaigns.
Offer something exciting and unique
Put a priority on the micro-moments your Hotel can’t afford to lose, and then put a twist on them that makes you stand out.
Value innovation is not about being clever or reinventing the wheel. It is all about simplicity and helps the customer adding extra value to a sharable micro-moment.
I did a quick search on Pinterest where I within a few minutes found several creative ideas using a wood tray to deliver an extraordinary experience.
This is the real key to Social Media Marketing where channels like Pinterest is a great source of inspiration that will help your Hotel identify some exciting and unique.
Being weird and celebrating the moments will take your Hotel to new levels.
Responsive Social Media presence
Many brands have blamed Social Media disruptions for their failures or shortcomings. We tend to forget that out of disruptions new brands like Uber, Netflix, and Airbnb has evolved and made their mark.
Airbnb focused on the customer experience and brought the locals and travelers together. Offering local rooms in homes or apartments at a significant discount stroke a nerve that many in the Hospitality Industry did not know how to respond to.
It all boiled down to that Airbnb offered their customer a playground for effective communication and collaboration. They build a unique community for their service offerings.
Once Hotels start responding and participating in the Social Media conversations, more customers and brand advocates also participate and let’s face it, you basically build your very own ‘marketing’ community.
Research indicates that as much as 80% of customer service inquires goes unanswered.
This type of data tells us that it is not disruption that causes failures or shortcomings, but the lack of responsiveness.
Be proactive, make a difference start responding to your customers.
Open the floodgates of leads
At the end of the day, we have also put Social Media Marketing in a context that makes sense for Hotel owners and decision-makers.
We start with putting in place effective Social Media Marketing strategies that give and implement value innovation for your customers.
The secret to getting is giving. And the secret to giving is making your Hotel open to receiving.
Every giving is happening as a result of your Hotels receiving.
Give every customer the VIP treatment by showing them how your Hotel caters to their needs.
And start empowering your Social Media Marketing efforts through service automation.
Today with new technology, tools, and innovative frameworks Service Automation brings a new life to the Human to Human interaction for Hotels.
Hotels now have an unprecedented opportunity to communicate with the customer within new interactive channels.
Service automation has the potential to transform unpleasant experiences and greatly improve how customers interact with a Hotel brand.
With automation assisting in customer experience, Hotel can focus on more valuable micro-moment interactions with customers and use technology like machine learning and natural language processing to understand what the customer is really trying to do.
In a sense, service automation lets your Hotel respond to customer behavior the way a real person would, letting you automate your marketing efforts while keeping your marketing as relevant as possible for every lead.
You can even use marketing automation to identify your top prospects and include them in Social Media Marketing reports.
Why not celebrate your inner weird and start immediately redefine your Hospitality.
Be flexible and identify new ways to make guests happy.
As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
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Our Social Media Management team has refined these processes to help Hotels. Contact us today to learn more.
Join our Free Hotel Social Media Community on Facebook for more in-depth insight.
Try something new it will magnetize your Hotel!
Be flexible and identify new ways to make guests happy.
As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
About the author
Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast
