Build Open and Honest Relationships with Communication. Transparency is no longer a nice to have, but an imperative in today’s world. With the internet connecting everyone together, companies are becoming more and more transparent whether they like it or not. Both the good and the ugly can spread like wildfire by e-mail or with tools like Twitter and Facebook. Zappos lives in a world of transparency…
Source – http://blog.advancemarketworx.com/
After reading the quote above I have to say that I completely agree. In addition, from a hospitality point of view transparency is a crucial element of success. With the up rise of Social Media, many new communication channels have been opened for consumers. I think that a perfect example of this is Tripadvisor. On this website, travelers are able to post reviews about their experiences, these come in all forms including; the good the bad and the ugly. In addition to that, hotel representatives must register as owners and they are not entitled to post reviews about their own property, however, they are able to post a response to reviews; making this site a legitimate and transparent resource for travelers.
In reference to this, I have created a fictional example to provide insight into the importance of transparency.
You have your hotel listed as a 5 star property on travel websites in order to generate more revenue. When in reality the hotel is of 3 star caliber. When guests arrive there expectations are going to be high because you have given them false pretenses about what they have paid for. Of course, they are going to be disappointed, they will likely complain and then not only will they spread a negative image by word of mouth they will also post their negative review on Tripadvisor, which will remain there for as long as the site is in existence – Meaning that not only will you lose revenue in the long run but also that your reputation is forever tarnished.
The Right Approach:
Be transparent; list yourself as a 3 star property. It doesn’t mean that you won’t have people staying with you. It just means that you may not have the guests looking for a high end product. It is not about trying to pass your property off as something it isn’t, setting false expectations will always backfire. Set reasonable expectations and then exceed them. In the long run this approach will leave you with happy guests and ultimately higher revenue.
It not only about being transparent but also, upholding your reputation.
I decided to go with a focus on the hospitality industry because I feel that it is a very diverse area with great potential for growth within the social media world. I also feel that there are so many areas that are not being capitalized on and could provide a great return for the industry. Currently, if you were looking to book a hotel for your vacation there is a good chance you will look to a friend or family member for a recommendation. Word of mouth is probably one of the hospitality industry’s largest marketing tools. With that being said, it is important that hotels, airline and other travel companies are engaging in a conversation with their customers.
I hope to use this blog to focus on how companies within the hospitality industry can you Social Media to generate exposure and create relationships with their customers through this ever changing marketing channel.
Hello World! My name is Kim Jewell and I am a marketing student at BCIT. I have started this blog in addition to my original blog Diary of a Jewell as an assignment. Most might find the idea of a blog for school daunting, but I find it to be a welcome addition. I enjoy reading informational blogs as much as I enjoy reading blogs for pleasure and, I feel that writing one will be an exciting new challenge. I have decided to focus on Social Media geared towards the hospitality industry. I currently work in the industry and have a diploma in Hotel & Restaurant Management so it seems only fitting.
I look forward to sharing my insights and tips for success, welcome to Jewell Media.