Sunday, April 3, 2011

Five secrets for social media success from Sofitel

As it appeared in
Following a comprehensive study by PhoCusWright, the travel industry's esteemed research authority, Sofitel Luxury Hotels, in partnership with Travel Spike is proud to announce the details of their successful social media strategy for their nine properties in North America. The report focuses on the best practices for hoteliers to build a quality and relevant following on important social media sites like Facebook and Twitter.  While many companies focus solely on numbers, Sofitel has implemented a plan that drives targeted repeat customers to their social media sites on a daily basis.

The following are several Facebook/Twitter- tips for hoteliers to consider, that have been proven effective by Travel Spike, on behalf of Sofitel building a strong presence within the social media realm:
Tip #1 - Appoint a social media coordinator for each property. This person will be the eyes and ears to what is happening on the property level, including sharing specials at the spa or menu changes at the restaurant.   They will coordinate with sales, marketing, weddings, meetings & events and the concierge to share the updates so their social media team can get the message out.
Tip #2 - Be authentic! Customers don't want to read updates that sound like a robot has written them. Sofitel is a unique upscale brand known for its stellar service and French style, so the social media updates stay true to the product.
Tip #3 - Target your demographics.  For Sofitel, targeting discerning travelers and gourmet diners remains a top priority.
Tip #4 - Sprinkle in local events.  Show off your concierge skills by becoming the local inside source for events, parties and festivals. Sofitel Los Angeles, for example, tweeted live from their recent Golden Globe Gifting Suite.
Tip #5 -Engage with your audience, don't just sell. The quickest way to lose a consumer is to ‘bang them over the head' with product information.  Sofitel Washington DC, for example, asked their Facebook fans what DC tips they would like to receive - consumers responded that they wanted to hear more about museums, family travel, luxury dining & romantic tips for couples.
The results speak for themselves as within a year, Sofitel went from 1,000 'random' followers on Twitter to over 28,000 ‘quality' travelers.

"We are honored to be recognized by such a prestigious travel research firm such as PhoCusWright," said Director of Marketing," Gabriela Navejas, "Sofitel looks forward to strengthening our social media platforms with our travel partner, Travel Spike, by providing fresh content and exclusive offers to our growing online audience."