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Social Media Coercion: How far should hotels go to please and appease guests?
by
Daniel Edward
Craig
September 26, 2011 In my last post, Social Media Ambush, I discussed the growing trend of travelers using social media to voice complaints, often without bringing them to the attention of staff. In this post I discuss two other ways travelers are using social media: requests for special treatment and threats to write a bad review. For hotels social networks have performed disappointingly as a booking channel, but for hotel guests they’re proving to be a popular and efficient customer service channel. Showing up with increasing frequency on Facebook pages and Twitter feeds are comments like this: “Can’t wait to celebrate our anniversary at your hotel—hope you make it special!” On one hand it’s fantastic when guests share their excitement in such a public manner. On the other hand if truffles and pink champagne aren’t waiting in an upgraded Princess Suite, what are the risks? What if the guest is a rampant, venomous blogger, a social media overlord who can bring the hotel to its knees with a few blistering words? Moreover, accommodating all such requests could get cumbersome and expensive. On any given Saturday night, for example, up to half or more of a hotel’s rooms might be occupied by guests celebrating a special occasion. Is social media freeloading becoming a problem? I asked several hoteliers, and they responded with characteristic optimism and good cheer. “I would prefer to know about a guest’s special occasion and delight them than fail to meet expectations and generate dissatisfaction,” says Ciarán Fahy, managing director of 230-room The Cavendish in London. The hotel’s Facebook page reveals a stream of guest requests and commentary. But Fahy says the volume is quite manageable, and the special treatment the hotel typically extends “has built massive loyalty and repeat business and supports positive reviews on websites too.” At the 2,019-room Hyatt Regency Chicago, social media marketing manager Jennifer Kedinger says, “We get requests for upgrades and rooms with good views. We have seen a huge increase in guest social support questions for directions [and] recommendations for restaurants and events.” She says the hotel tries to accommodate all requests, if they have the availability. “We appreciate our guests engaging us on social media regarding their stay.” So special requests are an opportunity to engage guests and to build loyalty and advocacy. But what about a less subtle and potentially far more damaging form of social media manipulation: threatening to write a bad review? It’s a powerful tool for guests who are being mistreated, and perhaps justifiable, but what if it’s the guest who is doing the mistreating? As an example, last month the owner of hotel in Cornwall, England reported to the DailyMail.co.uk that a couple had threatened to post a bad review if he didn’t waive the last-minute cancelation fee. It’s becoming an all-too familiar scenario. What’s a hotelier to do? Hold your ground, and the consequences might be harmful to reputation and revenue. Give in, and not only do you encourage such behavior, you reward it. And you feel dirty all over no matter how hard your scrub yourself down. Small properties are especially vulnerable because they receive fewer reviews. “Ninety-nine percent of our guests are genuine and sweet,” says Shellie, an innkeeper in Virginia. “One percent is rotten to the core.” And yet, she says, “The day in and day out stress of fighting someone like this is not worth it. Ever.” Are hoteliers completely at the mercy of social media intimidators? Not necessarily. Here are a few suggestions for handling either scenario for the best possible outcome. Requests for special treatment
See previous article, Social Media Ambush. Daniel Edward Craig is a former general manager turned consultant specializing in online marketing, social media strategy and reputation management. He is the author of three novels set in hotels, and his blog is a popular resource for hoteliers and travel marketers around the world. Visit www.danieledwardcraig.com. Copyright © 2011 Daniel Edward Craig. All Rights
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