|Messenger and it’s privacy-focused vision for social media must be embraced by every hotelier and is where conversational marketing can provide the marketing edge to win.Here’s the good news. As an industry-focused around being hospitable and being service-oriented, the hospitality industry already has the right mindset. The industry, after all, is built on creating memorable guest experiences and achieving service levels that encourage guests to write positive reviews regarding their stays. Hoteliers are wired to “be of service” to their guests. |
Now for the bad news. Super Apps such as Messenger will force hoteliers to go beyond the status quo and to allocate internal resources to efficiently engage with a very demanding new generation of consumers, the “I want it now” generation. Direct messages sent to a hotel’s Messenger, Instagram or WhatsApp account will need to be responded too in near real-time and at any time, 24/7/365. But it’s not just about responding to inquiring consumers who want your engagement on their time, this all presents a conversational marketing opportunity for hotels.
One-on-one Messenger conversations should not only be considered as a new way to deliver customer service and to differentiate properties from their competitive sets, but rather as a way to deploy conversational marketing. Building relationships, one-on-one with the ultimate goal of building customer loyalty and growing future business.
Through conversational marketing, specific customer engagement and messaging should be captured, in real-time, and databased into a Customer Relationship Management (CRM) system enabling future marketing opportunities. Future Messenger marketing programs, SMS/Text and, yes, email marketing all present the basis for conversational marketing and new revenue generation opportunities for hoteliers. Conversational marketing leverages the human engagement elements, through Messenger, new and traditional marketing automation platforms resulting in loyalty-building opportunities. And as all marketers know, loyalty equates to future business on the books.Questions every hotelier should begin to ask:
Is my hotel ready to handle the increasing amount of direct messaging?Will my hotel have a budget to hire staff we will need for after-hours and weekend coverage?Will we have in-house skills to deploy Messenger and SMS/Text marketing programs?How will we track the ROI of our conversational marketing efforts?Will my competitors have the resources to leverage conversational marketing and steal my market share?
At Lodging Interactive, we’ve created commingle:engage our highly-focused social media and engagement division specifically addressing the needs of the hospitality industry. We understand the changes in consumer engagement behaviors and the hospitality industry. For nearly 20 years, we have helped over 650 hotels maximize the opportunities of digital marketing.
About Lodging Interactive
Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing, social media engagement and reputation management agency exclusively servicing the hospitality industry. The Company provides cost-effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants, and spas.
commingle:engage, the Company’s social media and reputation management division, has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses annually.
Lodging Interactive is an HSMAI Adrian Award winner and has won awards from the International Academy of Visual Arts, Interactive Media Awards, Horizon Interactive Awards, Web Marketing Association, Academy of Interactive & Visual Arts, and Travel Weekly’s Magellan Awards have recognized Lodging Interactive as an industry leader.
The Company’s Founder & CEO, DJ Vallauri, formerly served on the Board of Directors of HSMAI’s New York Chapter and is a Forbes.com Agency Council contributor. For more information, please contact email@example.com, 877-291-4411 or visit the company’s website.ContactDJ VallauriPresident & FounderPhone: 877-291-4411 ext 704