Full digital strategy for W hotel• Luxury chain of Starwood’s business hotel and resort• Luxury lifestyle destination

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

Social Media

Facebook Twitter

YouTube

Flickr

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

What Twitter can do Use Twitter Search to see

what people are saying about W hotel

To be genuine to followersShare ideas and links to

interesting stuff we findAsk followers for advice on

new ideasBreak news on TwitterBuild customer

relationships

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

Blogging

Blog building and update

Blog Types:HotelBrandBlog Topics:Experiential Analytical CrisisTrivialInterviewAnnouncement

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)

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.

Analysis

• Know which websites refer the highest quality traffic

• Track number of social media mentions

• Track social media satisfaction percentage

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)