It’s hard to think of an industry that is a better fit for social media, whether it’s Facebook or Flickr, YouTube or Twitter. But at the same time, no industry runs greater risk from poorly considered tactics or inappropriate social media strategies.
It’s hard to think of an industry that is a better fit for social media, whether it’s Facebook or Flickr, YouTube or Twitter. But at the same time, no industry runs greater risk from poorly considered tactics or inappropriate social media strategies. As documented in a new set of proceedings, presenters at the Cornell Hospitality Research Summit (CHRS) documented the hospitality industry’s current use of social media, and outlined the remarkable potential for future social media platforms. Held in October 2010, CHRS brought 225 industry leaders and researchers to theCornell School of Hotel Administration to examine and analyze current industry issues, with a goal of moving forward in research and practice. The proceedings are found in “Social Media and the Hospitality Industry: Holding the Tiger by the Tail,” available at no charge from the Center for Hospitality Research(CHR) at http://www.hotelschool.cornell.edu/research/chr/pubs/roundtableproceedings/roundtable-15460.html.
Most hospitality operators have recognized the marketing potential represented by social media, including greater contact with customers and the opportunity to develop a loyal following. However, the explosion of social media creates the risk that the hospitality industry could be left behind by advancing technology, as operators spend their time and money on outdated channels. To avoid that possibility, CHRS presenters explained their current use of social media, including specific apps for each brand, interactions on Facebook and Twitter, embedded YouTube videos, and extended, personal conversations about the company and brand. Oddly, some hotel chains are barely represented at all on social media, while others are conducting a full-court press using all possible channels.
Several presenters covered the great potential advantage that social media offer by allowing creation of sets of advanced analytics of customer preferences, current and future products, and societal trends. These analytics are possible because guests are so willing to share information about their likes and dislikes. By using appropriate analytic methods, hoteliers can get a sense of what guests want generally and how they react to the hotel specifically. Most important right now is the development of mobile apps, since travelers expect to use their mobile devices to book rooms or other travel services on the spot. A comprehensive strategy of customer engagement will employ all social media.
Thanks to the support of the CHR partners listed below, all publications posted on the center's website are available free of charge, at www.chr.cornell.edu.
Center Partners: Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan Hospitality Group, eCornell & Executive Education, Expedia, Inc., Forbes Travel Guide, Four Seasons Hotels and Resorts, Fox Rothschild LLP, French Quarter Holdings, Inc., FX Real Estate and Entertainment, Inc., HVS, InterContinental Hotels Group, Jumeirah Group, LRP Publications, Marriott International, Inc., Marsh's Hospitality Practice, PricewaterhouseCoopers, Proskauer Rose LLP, SAS, Smith Travel Research, SynXis (a Sabre Holdings Corporation), Thayer Lodging Group, Thompson Hotels, Travelport, WATG, and WhiteSand Consulting
About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's 79 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The center also publishes the award-winning hospitality journal, the Cornell Hospitality Quarterly. To learn more about the center and its projects, visit www.chr.cornell.edu.
Center Senior Partners: Hilton Worldwide, McDonald's USA, Philips Hospitality, Southern Wine and Spirits of America, Inc., STR, Taj Hotels Resorts and Palaces, and TIG Global
Center Friends: 4Hoteliers.com • American Tescor, LLC • Argyle Executive Forum • Berkshire Healthcare • Cody Kramer Imports • Cruise Industry News • DK Shifflet & Associates • ehotelier.com • EyeforTravel • Gerencia de Hoteles & Restaurantes • Global Hospitality Resources • Hospitality Financial and Technology Professionals (HFTP) • hospitalityInside.com • hospitalitynet.org • Hospitality Technology Magazine • Hotel Asia Pacific • Hotel China • HotelExecutive.com • Hotel Interactive • Hotel Resource • HotelWorld Network • International CHRIE • International Hotel Conference • International Society of Hospitality Consultants (ISHC) • iPerceptions • JDA Software Group, Inc. • Lodging Hospitality • Lodging Magazine • Milestone Internet Marketing • MindFolio • Mindshare Technologies • Parasol • PhoCusWright Inc. • PKF Hospitality Research • The Resort Trades • RealShare Hotel Investment & Finance Summit • Resort and Recreation Magazine • RestaurantEdge.com • Shibata Publishing Co. • Synovate • The Lodging Conference • TravelCLICK • UniFocus • USA Today • WageWatch, Inc. • WIWIH.COM
Logos, product and company names mentioned are the property of their respective owners.
