For the study conducted, I selected only 15 hotel brands Twitter users
but I could have picked some more. Sorry if I didn't select yours, it
wasn't deliberate from me. I will follow up with another analysis about
how independent hotels use Twitter. So let's have a look at the last 5 other hotel chains.
Read Part 1 of this study here and Part 2 there.
The UK hotel chain MacDonald is very active on Twitter. They have more updates than followers. Their dedicated page is simple and sticks to their brand upper class audience. They allow their followers to get special promo offers at their hotels. In fact most of their updates is about pushing the sale of their hotels to Twitter audience. To reinforce their value one of their Tweet says "With over 40
luxury hotels to choose from - exclusive spas, Championship golf
courses, AA Rosette dining, we will be sure to please all."
Morgans Hotels has a good readership of more than 2,000 followers with only 31 people they follow. They are engaging with their customers by giving some direct messages to Twitter other users. They also send some links about music preview of what you can hear in some of their hotels. Quite a few DJs are performing in the evening like at The Sanderson in London. Their homepage is quite funky and reflects the brand image of the hotels.
Omni Hotels is only available in the US with 43 luxury hotels. You can notice that they advertise their Twitter dedicated email address on the left side. Again, you can follow their updates and see how they engage well with their audience "@XXX - Let us know if we can help you further..." proves again that hotels can use Twitter as an extension of their customer service desk. They recently added 4 people pictures as members of their Omni Twitter account team (more personalized that the screen shot above).
By naming their account MilleniumPR, the hotel chain makes it clear. They are here to push PR on Twitter.Nothing wrong with that. They do engage with people talking about their hotels. Not many updates yet, they probably just started to use the tool. On the left side they list their hotels but you can see only American hotels. This account is indeed only to promote hotels in North America. So what about other continents?
Ritz Carlton, one of the most respected hotel brand in the industry has also taken a name with PR on it. But the account is more personnalized because it is handled by their Senior Corporate Director of Public Relations - Allison Sitch. She even discloses her email address (quite a brave move knowing how many emails she must deals with everyday...). Updates gives their audience links to interesting articles mentionning Ritz Carlon, pictures on Twitpic.
Check out another article by Christine Kirk on Luxury Hotel Brands on Twitter.
Guillaume...Good idea to post about. I would have thought you to use tweetmeme already...then I would have RT ed it :-)
Posted by: Happy Hotelier | Friday, June 19, 2009 at 10:12 PM