HOW WELL HOTELS AND HOTEL GROUPS ARE USING

SOCIAL NETWORKS TO ENGAGE THEIR GUESTS ?

Gabrielle DEROCHES

Saluquia GOMES NEVES

Ignazio SUTERA

1.ANALYSIS HOTEL GROUP

GRANGE HOTELS

Group Hotels Description

A collection of private luxury hotels all superbly located in the heart of London.

Designed to meet corporate and company requirements. Whether criteria be: Budget, Location, Venue.

Grange Hotels shows: individual character, a wealth of history local tradition contemporary luxury outstanding value.

2.Use of their site and digital touchpoints in social network

Social network

environment

Grange Hotel’s Blogs

Their presence is relativly limited in blogs

However they are mentioned il numerous articles

We can find them in websites such as digg.com

People can post the website link to several touch points (at least 50): myspace, redig, beidu, 2linkme, adifini, arto….

Fans: « Just » 47Albums: « Just » 1Special Offer proposed: 15 =Discussions: NoneReviews: None

How effectively the Facebook touchpoint is being used?

NO EFFECTIVELY AT ALL

•No added

value for the

user

•Any sell

tactic

On Twitter

Grange Hotels has a Twitter Page Very active: many links to Videos on Youtube =>

increases the group’s network and visibility 183 followers

RSS Feeds available on the Twitter page to follow the tweets made about Grange Hotels

Personalized page with the background of the Group. Gives the impression the page is active and updated

On Flickr Grange Hotels have a variety of Photo albums on Flickr All classified by hotel All posted around the same date

The group also has a profile page on Flickr where it gives the links to its official websites in different languages

3.On Social Search Engines

Social Search Engines such as Social Mention pull a lot of information on the Group

4.TripAdvisor and others Grange Hotels is present on Tripadvisor On Metacafe which is some sort of Youtube

The group has a link at the bottom of the page where you may find a complete list of all the URLs it uses

5.Quality and Value for clients

In the overall, the quality of messages are really good.

Need of coeherence in the messages We also find some negatives comments on

trip advisor but they are not ranked in the first page.

It add value for the hotel to have such presence on the net.

But they must be carefull and try to be more selective.

For Cutomers…

Custumer has easier access for information about the hotel: comments, blogs, boooking on 3rd parties….

Can be considered valuable for people that have been there and are proud.

In general it does not really add other value for customer since.

6.What are the areas of opportunity for hoteliers ?

1. Hotels can increase their visibility on SM but to be effective they must choose the right ones, see where are their competitors, where their potential customer are and what SM they use

2. Advertising3. Communication4. To get loyalty of their existing Clients5. Get feedback in order to improve their service6. Monitoring Brand Reputation7. Develop On line Gaming Contest