ONLINE SESSION HUMAN TO HUMAN IN THE HOSPITALITY INDUSTRY

BOGLIETTI LAURA

MBA2B

“There is no more B2B or B2C: It’s Human to Human, #H2H”

SEVEN HOTEL PARIS ****(ELEGANCIA HOTEL)

• - Situated in Paris

• - a 4 stars hotel

• - Provide different kind of services: original and innovative type of accommodations, a really « creative bar »…

• - They try to keep in touch with their customers to develop customer loyalty

CUSTOMERS CAN FIND THE HOTEL ON

DIFFERENT SOCIAL NETWORKS AS:

- YOUTUBE

- TWITTER

- INSTAGRAM

- GOOGLE +

- FACEBOOK

-TRIP ADVISOR

YOUTUBEPeople can find informations about the hotel on Youtube:

There are a lot of videos posted on Youtube, the problem is…..that the latest one was posted a long time ago and THERE IS ALMOST NO DISCUSSION AND COMMENTS ABOUT THESE VIDEOS! No sharing…. That’s quite sad! Videos are published but almost no one reacts on it!

TRIP ADVISOR

• - Trip advisor encourages customers to book for this hotel and display important informations on it

• - Trip advisor encourages them to book on the SEVEN HOTEL website instead of doing it thanks to other websites like booking, expedia…

• -Managers reply both negative and positive comments!! regular feedback for customers, thank them to their positive comments, reassure them in case of negative comments…There is a « kind of human relationship » thanks to Trip advisor

TWITTER

• - Most of the tweets are published by the hotel itself, not from customers!

• -Most of them are based only about promotional purposes and aspects (about an event, special offers…) The goal seems to be purely « selling » instead of communicating and sharing with customers, NO SHARE WITH CUSTOMERS ON TWITTER!!!

• - However, twitter is used by a lot of people, there is better to do to improve communication and sharing with customers!

• -H2H seems to be not provided through this channel

FACEBOOK

• - The Facebook page is quite attractive with a lor of pictures but maybe not enough for this kind of hotel!

• - The hotel has to be more familiar with this kind of « communication strategies » (via Facebook)

• - Not enough customers comments not enough communication and share, and when there are comments by customers, they are not answered! where is the social share?

• - The same problem than Twitter: almost only promotional posts

GOOGLE +

- The hotel does not ask customers to share their experience, or it could be a interesting opportunity to develop sharing and communication.

- Remains too « promotional »

- Not really H2H service through this channel

ADVICES TO BE MORE H2H!!!

• The hotel is present on different social networks, but sometimes it is not well-developped to maximize the communication opportunities.

• YOUTUBE: be more active by uploading more recent videos, being creative, use innovative content and encouraging people to look at this video and to comment it, for example: choose a better way to access Youtube on their website and find a creative way to ask them to comment.

• TRIPADVISOR: nothing to improve! The communication opportunities are present: the hotel replies to positive and negative coments, they encourage customers to book on their website instead of OTA’s channels, and the hotel looks really involved in the experience of each customers by answering them real interest! H2H service is here!

• TWITTER: show interests toward the customers and not towards the hotel!! Encouraging people to tweet as much as they can to develop a real « digital communication » and a H2H concept!

AND…

• FACEBOOK: It is maybe the « easier network » to develop communication and sharing but it is only based on promotional goals!!! So I advice to share other things than promotional offers, but find a way to develop a « real facebook langage » to improve the communication, Look for some games, or « tests » to communicate. Facebook offers a lot of opportunities to share,

• Google +: Publications has to be more focus on the customers and the hotel has to encourage customers to write comments and share!

THANK YOU VERY MUCH!!SEE YOU!