Hotel Copernicus (Cracow Poland)Social Influence Action Plan

By Charlotte Humnicki

Information

1. Luxury hotel in Cracow medieval center2. Part of the Relais & Chateaux alliance3. Winner of the “Art of living trophy”4. Renaissance style

Currently• Online site• Foreign and local

OTA’s (tripadvisor, tvtrip, booking.com, staypoland.com)

• Niche OTA’s (Le scope- le guide des hôtels chics et authentiques)

• Traditional marketing and ads

The Social Influence Action Plan

1.Increase presence on social media sites– Create a facebook, twitter, and google+ page– Make these links accessible from the website– Develop a plan specific to that hotel (not part of

the Relais & Chateaux or Likus hotel group)

+ Take that presence to the local level

2. Taking the social media presence local

• Poland is a very closed community where expats, local businessmen, and the affluent often meet up/ stay in these hotels

• Access the American and British Chambers of Commerce online community by sponsoring some evenings , cocktail parties , and events

+ Online lottery (advertised during a meeting) on hotel’s facebook page to attract the network

2. Taking the social media presence local

• Access the expatriates’ community by targeting international schools, companies…

Example: Create a contest amongst foreign high school

children to design best facebook page for the hotelCreates a buzzReward: family lunch at the gastronomical restaurant

and a yearly pass to the gym

3. Target the tourists• The hotel is named after

Copernicus, the astronomer

• The Jagellonian University has a highly visited museum concentrating on the astronomer’s discoveries

• Create an initiative to log onto the hotel’s facebook page at the end of the museum’s tour and answer a questionnaire

• Rewards!!!!

Measuring

• Measure the net increase in customers after action plan implementation

• Survey where clients learned about the hotel• Measure the increase of traffic on social

media pages• Assess the number of participants in the

contest, lottery, and questionnaire mentioned

Examples

Examples