Hospitality & social media: where's the money?
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Transcript of Hospitality & social media: where's the money?
Hospitality & social media:Where's the money?
Clo Willaerts (@bnox)Flanders Expo, 23 Nov 2011
Hospitality industry
Englishman in the Campagna by Carl Spitzweg
Online = empowered travellers
self booking & comparison engines
Online = empowered travellers
peer reviews
Online = empowered travellers
peer hospitality
Facebook.com/TravelChannel
what is the role of guidebooks?
44%
plan on using their mobile phone or smartphone more as a travel resource
during trips in 2012Source: TripAdvisor's 2011 travel trends survey of more than 2,700 US travellers
what is the role of guidebooks?
Museum of London's Streetmuseum iPhone app
what is the role of guidebooks?
Social media darling KLM
Queensland tourism board islandreefjob.com
Travel = storytelling
http://www.levisroadwear.com/my/
Pure fun
chromaroma.com a new game for London
But where's the money?
Trend 1/3: Transparancy & open data
Tripadvisor: cities I've visited app
Trend 1/3:Transparancy & open data
Case 1/3:Crowdsourced map of NY
Crowdsourced map of NY http://bit.ly/privatePublic
Tactic 1/3:Trusted filter + sharing
http://europe.eurostar.com/
Trends 2/3:speed & instant gratification
youtube.com/watch?v=aXV-yaFmQNk
Case 2/3:mobile, mobile, mobile
Marvin Gaye's Midnight Love app
Tactic 2/3:last minute deals
Tactic 2/3:last minute deals -> flightbot
Trend 3/3:trust & social graph
Canadian musician Dave Carroll
Trend 3/3:trust & social graph
find your local guide
Trend 3/3:trust & social graph
peer recommendations
Case 3/3:twitter.com/RSHotel
facilitating guest communities
Case 3/3Facebook.com/sevenhotelparis
22.743 fans! fans only content & offers
Case 3/3:JetBlue & loyalty
JetBlue GoPlaces app (loyalty)
Tactic 3/3:customer care = concierge
Final tips
1) be findable
2) be likeable
3) be shareable