Hilton has one message from their industry that rings true into their social media campaigns. Hospitality is social. If it isn’t, the execs at Hilton think it should be. Their studies into how social media integrates with travel accommodations has shown:
- Those who travel often are commonly also active on social media networks.
- Those who use these channels do expect their favored businesses and locations to be listening, available, and willing to respond via these networks.
- Those using these venues are not only interested in deals, but often also travel advice, and to deal with customer service issues.
Hiltons Wide-Reaching Social Network
Hilton has made finding information on an incredible variety of things on social networks of all types, quite easy. They regularly post interesting videos on YouTube that show a myriad of benefits for choosing Hilton accommodations when you head out for your next vacation.
Check out this video about a spectacular special drink created by one of Hilton’s own bartenders at the Hilton Hawaiian Village® Waikiki Beach Resort.
Not only does this create an interest in this location and its amenities, it also builds upon true customer engagement by giving them a real taste of what to expect on their next trip, but also a familiarity that many can appreciate.
None of the above even takes into account that not only does Hilton engage their customers with this type of open information but they have also effectively engaged the employee. It looks like Hilton has taken the proactive stance that many other businesses have by utilizing their current staff to share the big picture through social media networking.
Social Media Guru for Hilton, Vanessa Sain-Dieguez, helps implement training for their employees on how to use social media to help take care of their customers. In a comprehensive study on using social media with their guest, they noted one very important issue, customers do not just expect their favored businesses to be ‘listening’ to them, but they also expect them to act.
A highly active Twitter account known as @HiltonSuggest stays on the lookout for those who Tweet messages like:
Although none of these Tweets specifically mentions Hilton, @HiltonSuggest still doesn’t mind offering immensely helpful suggestions based on exactly what folks are looking for in the Twitterverse. Also noticable is the fact that not all of the blurbs thrown into the Twitterverse have hashtags, which shows that Hilton is really listening, the replies show that they are also willing to act, even when it doesn’t mean a direct consumer experience for their industry.
It turns out that dbmei author had written an article that had personally touched him and his family, and yes Hilton was behind it! Check it out here.
Defining Social Media in the Hotel Industry
A panel co-hosted by HVS Executive Search and ESSEC Business School Paris was held on February 7th, 2011 to discuss what the rise in social media means for the hotel industry. Attendees were students, hoteliers and other staff, all of whom declared they are active on at least one social media network.
- Hiltons YouTube Channel
- Hilton Utilizes Employee Advocates Worldwide
- Vanessa Sain Dieguez – Hilton Social Media Guru
- Listening Tools: Who is listening to you?
- Who’s Listening, Revisited
About Basil Puglisi
@BasilPuglisi is a Content Contributor and the Chairman of the Board for Digital Ethos. Basil C. Puglisi is also the Digital Marketing Manager for PMG Interactive. As the Digital Marketing Manager he provides oversight and support to Digital Campaigns, from Website Development to Search and Social Reach.