5 Essential Social Media Accounts for Tourism Marketing
Full digital strategy for w hotel
1. Full digital strategy for W hotel
• Luxury chain of Starwood’s business hotel and resort
• Luxury lifestyle destination
2. Company goal & Customers
• W hotel wants to get different target
demographics
• Company goal is to increase awareness,
consideration, favorability and loyalty to
young travelers
• Customers: groups likely to be young
wealthy travelers between age 20-34
3. Social Media
Word of Mouth has always been the most important lead generator for Tourism
•Create a Facebook fan page
•Considerate Twitter
•Start a Flickr photo stream and group
•Start a YouTube channel
Facebook Twitter
Flickr
YouTube
4. What Twitter can do
Use Twitter Search to see
what people are saying
about W hotel
To be genuine to followers
Share ideas and links to
interesting stuff we find
Ask followers for advice on
new ideas
Break news on Twitter
Build customer
relationships
5. Pinterest
Run a contest promoting customers’
pinboards
Create pinboards to showcase W
hotel’s unique selling points,
highlight amenities, Share current
specials and packages, highlight
things to do or places to visit in
hotel area
Encourage customers to pin their
own pictures of their stay at the W
hotel
6. Blogging
Blog building and update
Blog Types:
Hotel
Brand
Blog Topics:
Experiential
Analytical
Crisis
Trivial
Interview
Announcement
7. Promotion
Develop travel booking website relations by use promotion
•Make sure that W hotel is highly promoted in those website like Expedia,
Cheaptickets, Priceline…
•Vacation pakage & great deals (stay 5 night get last night free)
8. Mobile Marketing
• Speccing out a mobile
application and reach out
the target customers via
mobile devices
• Launch W hotel
application for iPhone,
iPad, Windows, Android
users.
9. Analysis
• Know which websites refer the highest
quality traffic
• Track number of social media mentions
• Track social media satisfaction
percentage
10. Budget
• Launch W hotel blog: $6000 per month
• Launch new presence on Twitter: $6500 per month
• Launch Facebook fan page: $6000 per month
• Other social media include Pinterest, Youtube, Instagram: $14,000 per
month
• Launch W hotel mobile applications: $5000 per month
• Other expenses includes salaries, advertising research, agencies and
software as a service: $12,500 per month
In total: around $50,000 per month (10.4 percent of annual revenue)