Punch up your social media skills by attending this one-hour webinar from HOTELS showcasing the winners of our 2016 Social Hotel Awards. Marketing gurus from IHG, Virgin Hotels Chicago and RBB Communications will demonstrate their successes in guest-driven content, a Twitter video campaign, and a Facebook wedding promotion with concrete results. Be inspired by this team of industry-leading innovators!
Winning presentations include:
Best Reputation Management: IHG
IHG engaged with customers via geolocation-based social media posts and curated guest-generated content on hotel websites to showcase hotel offerings to potential visitors. IHG also created alert systems, which filtered relevant guest posts and notified staff as soon as key guests posted, allowing them to reply immediately.
The effort increased visitor return rate from 18% to 24% over six-months and an 11x increase guest-generated content.
Best Use of Twitter: Virgin Hotels Chicago
Celebrating its first birthday in the Windy City, Virgin Hotels Chicago created a set of videos primarily featured on Twitter using guest reviews from TripAdvisor. Past, current and potential guests have been interacting with the videos by leaving comments and sharing across their own social media pages.
Since the video series’ inception, Virgin Hotels Chicago rose to the top 10 ranking on TripAdvisor within the Chicago hotels category and generated more than 1,400 clicks to VirginHotels.com throughout the month-long campaign.
Best Integrated Digital Campaign: Secrets Playa Mujeres
Leading up to “engagement season” in November 2014, Secrets Playa Mujeres launched the “Love it, Book it & Get More” social promotion giving the first 50 couples who booked their weddings at the resort perks such as fire dancers, fireworks, drone video footage, photography and more. The campaign included a Facebook contest, sponsored posts and display ads highlighting wedding and resort beauty shots.
The campaign generated 20 new wedding bookings within 12 weeks, and US$165,000 in revenue. Additionally, the contest attracted more than 500 entries with emails, as well as 33,800 Facebook impressions.
Back by popular demand: Each presentation will feature expert analysis and commentary by Benji Greenberg, co-founder and CEO of BCV, a leading hospitality social media consultancy.
Annmarie Liddle is the director of marketing, Australasia and Japan, for InterContinental Hotels Group (IHG). Joining in 2014, she leads a team of marketing specialists in Australasia and Japan who focus on bringing the hotel’s brands to life on a day-to-day basis, connecting with the changing consumer landscape and ensuring IHG continues to provide exceptional guest experiences. She discovered her passion for the hospitality and tourism industry when she worked for the Sydney 2000 Olympics. Since then, she’s worked for Tourism Australia, Orient Express Hotels, Tourism NSW and, after a few years on the agency side, returned to tourism with her arrival at IHG. An imaginative and passionate marketing and communications professional, her energy for delivering exceptional customer experiences in the real or digital world has continued to flourish.
Doug Carrillo is vice president of sales and marketing for Virgin Hotels, playing an integral role in shaping the brand along with the company website, mobile app, and social media channels. He has over 28 years of experience in the hospitality industry, with a background including senior executive level sales, marketing and revenue management positions with Morgan’s Hotels Group, Desires Hotels and Carnival Hotels and Casino. Throughout his tenure, he developed a robust sales and marketing platform and solutions for e-commerce and revenue management that led to significant REVPAR premiums across the portfolio. In 2002, he co-developed Desires Hotels and helped grow the portfolio from four to 35 modern boutique hotels. In 2009, he received an Adrian Award from HSMAI for website design and was honored as one of the top 25 sales and marketing minds.
Maite Vélez-Couto, on behalf of Secrets Playa Mujeres, is vice president at RBB Communications and brings a broad range of consumer product marketing, branding and media relations experience to the firm. For every client, Maite precisely combines a strategic mix of traditional and social media relations with affinity partnerships, TV integrations, content creation, influencer, celebrity and community relations, and special events to deliver powerful results. She currently focuses on RBB’s hospitality and food and beverage practice, managing award-winning campaigns including recipients of PRSA’s “Silver Anvil,” Holmes Report’s “Gold SABRE”, and HSMAI’s Platinum Adrian Award. Her experience also includes supporting clients’ efforts internationally across Mexico, Colombia, the Caribbean, Spain, and Canada, as well as targeting niche audiences in the U.S. including Hispanics and women.
Benji Greenberg is BCV’s CEO and Co-Founder and is a respected voice in social media within the hospitality industry. Since launching in 2009, BCV has grown to a team of more than 60, managing the daily social media needs of more than 160 hotels across 22 different global hotel brands and ownership groups. Benji and his team have helped craft the social media strategies of top brands such as One&Only, The Peninsula Hotels, Marriott, Four Seasons, and InterContinental to create a measurable impact across various social channels. He has been a featured speaker at the Hotel Asset Managers Association, the American Lodging Investment Summit, Social Media Week Chicago, as well as the University of Chicago Booth School of Business.
Chloe Riley (Moderator) is Associate Editor of HOTELS. In her spare time, she’s also a theater critic, poet, and skeptic, depending on the day. She’s written for The Guardian, American Theatre Magazine, Crain’s Chicago Business, and the Chicago Reader, among others. The nuanced inner workings of the hotel industry fascinate her, as does the convergence of the various industries within the hospitality sector.