We’re entering a new age in luxury hotel marketing. Top-tier hotels are now using Twitter for concierge services, social geo-locating platforms to unlock free gifts, Facebook for customer service and YouTube to showcase unique properties. They are finding new, large and responsive audiences across the social web. No doubt, luxury travel’s latest destination is online.
Yet who is leading the charge in this recent wave of innovative hotel social media strategies? What are their methods and how are they finding success? In our ongoing series “Luxury Hotels & Social Media,” Pursuitist is interviewing the top luxe hotel leaders (Four Seasons, The Peninsula, Waldorf Astoria and many more) to gain insight into the online strategies of the industry’s elite.
Today’s interview is with Lily Lorenzo, Marketing and Communications Manager, The Plaza Hotel
Q. Why is Social Media important for your company?
A. Countless guests and patrons from around the world have created memories at The Plaza and allowed us to be part of their most intimate occasions. Naturally, there is a sense that a piece of The Plaza belongs to them and social media allows us to maintain the bond, keeping the lines of communication open no matter where they call home or how often they come back to visit.
Q. How many people manage your social media channels & what types of tools do you use?
The Marketing & Communications manager, serves as The Plaza’s voice across all Social Media channels.
Q. What has been the most effective content to engage users?
A. The Plaza Facebook fans love Plaza trivia! Whether it’s questions on The Plaza’s movie credits, early 19th century history or architectural and design influences, consumers are at the ready to share their Plaza expertise. Luckily, The Plaza has 105 years of content we can pull from to keep challenging our audience.
Q. What measurable results or successes have you seen due to Social Media?
A. My successes are most apparent when I am interacting with a current or even past guest on Twitter or Facebook because of the importance they place on having this additional outlet or resource for information that did not exist five, six, seven years ago. At the same time, it is an additional medium by which we can recognize our guests, past, present and future.