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Facebook strategy of a hotelCase study: Hotel Rotes Wildschwein

Carmen Brenner

Ioannis Stavrakantonakis

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Booking Engine

Hotel 2.0

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Facebook account

Homepage

www.rotes-wildschwein.at

http://www.facebook.com/pages/Rotes-Wildschwein/321731534545050

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Booking Engine

Hotel 2.0

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Facebook accountHomepage+1 DIRECT booking

channel

CRM

Engage

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Facebook features

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• Facebook Ads (not free)• Facebook Widgets for the Web site (free)• Facebook Fan page (free)• Facebook Apps (free)

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Facebook Fan page + Apps

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Create your own App• Apps for Promotions• Apps for Lotteries/Competitions• Apps for Bookings (Check availability, Book)

Use existing Apps• e.g. Apps for HTML (iframe) Tabs

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Facebook Fan page

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• Exploit the new timeline features– Founding year– Make available historical photos and past events

• Eye-candies– Image/Video galleries

• Take pictures during the events organized by the hotel• Upload and tag your customers in the photos• Friends of this person see the picture in their news feed

• Events of the hotel

• Competitions (could be organized with or without an app) – Run a photo contest of your local area

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Engagement via Facebook

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Communicate with your costumers!

• Send them vacation tips (What to do during your stay? etc.)

• Post to their timelines with offers, reminders, discounts etc.

– Friends of this person can see this (privacy: friends, friends of friends, public)

This behavior gives you back two things

• Hotel engages with the customers because the hotel team makes them feel important

• Exploit the second level of friendship by triggering the attention of their friends.

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Engagement via Facebook

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Requirements

• Train the hotelier to understand the Facebook platform and how it really

works in order to be able to exploit it in the most productive way

• Facebook booking app development

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References

1. Social Media Strategies for Hotels: http://blog.milestoneinternet.com/web-2/social-media-strategies-for-hotels/

2. http://www.evisionworldwide.com/learning/facebook-best-practices-part-1/

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