Are hotel internet fees a necessary evil?


Lately the discussion around hotel internet fees has been so inflamed you might think evil dictators and flagrant human rights violations were involved. Among the decriers is Wired UK editor David Rowan, who accuses hotels of “unbridled profiteering” and urges travelers to “join the war on paying for hotel Wi-Fi”.

Like many hoteliers, I have two minds on the issue. As a traveler, I naturally want free Wi-Fi. I want it reliable and at lightning speed. But I also want free breakfast, massages and late-night mini-bar rampages.

As a hotelier, I understand that quality and convenience come at a price. Hotels are in business to make a profit. We’re just really bad at it.

Contrary to popular belief, hotel managers don’t sit around twirling our moustaches and conspiring over ways to cheat and deceive travelers. We leave that to the airlines. We loathe internet fees too. When I was a GM, each year we started budget season determined to abolish internet charges. But we could never figure out how to offset the loss in revenue. There’s a special place in the unemployment line for managers who submit budgets to ownership proposing a decrease in revenues.

And the backlash was never as severe as we feared. Most travelers take internet fees in stride. Some don’t notice them—the rich, the blind, travelers on expense accounts. Others find them irritating but tolerable. Only a small minority finds internet fees as heinous as child slavery and tribal honor killings.  Continue reading

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Social Media and Reputation Management in Canada’s Tourism Strategy


An interview with Greg Klassen, Senior Vice President of Marketing Strategy and Communications, Canadian Tourism Commission

By Daniel Edward Craig, October 11, 2011

Managing the reputation of an individual business is challenging enough in the age of social media—how does one manage the reputation of an entire country?

To gain insight from a tourism perspective I checked in with Greg Klassen, senior vice president of marketing strategy and communications at the Canadian Tourism Commission (CTC), Canada’s national tourism marketing organization. In partnership with the Canadian tourism industry and provincial, regional and municipal destination marketing organizations, the CTC leads marketing initiatives around the world to inspire visitors to explore Canada. 

In this condensed version of our Q+A session Klassen discusses how Canada achieved ranking as the world’s #1 most powerful brand by FutureBrand, how social media has become an integral part of the CTC’s communications strategy, and how a brand firewall can protect brands from “sniper shots” to reputation.

Whether you market a one-person tour company, a destination, or a 1,000-room hotel, there are lessons to be drawn from Canada’s experience.  Continue reading

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BC Lodging and Tourism Operators to Learn Lessons in Online Reputation Management

 

Online Reputation Management Guide for Tourism Operators, Daniel Edward Craig As a follow-up to the recently released Tourism BC Business Essentials Guide to Online Reputation Management, in the coming months I’ll be facilitating seminars in Online Reputation Management in tourism regions throughout British Columbia.

Hosted by Tourism BC, part of the Ministry of Jobs, Tourism and Innovation, the three-hour seminars are designed to help lodging and tourism operators harness the powers of online reviews and social media content as a competitive advantage.

Overview
Social networking has fundamentally changed how travelers research trips, make decisions and share experiences. Increasingly, travelers are bypassing traditional sources of trip information and advice and using social networks to consult sources they trust: other travelers and people they know. The trend has given rise to a critical new function: online reputation management.

Rather than make life more complicated for tourism operators, online reputation management brings focus and clarity to social networking. It is the process of monitoring, reacting to and generating online reviews and social media content to build awareness and shape perceptions of your brand.  Continue reading

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Social Media Coercion: How far should hotels go to please and appease?

By Daniel Edward Craig

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 more 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?  Continue reading

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Social Media Ambush: When Hotel Guests Go on the Attack


By Daniel Edward Craig  

It’s an all-too familiar scenario. “A local guest complained about service via Twitter when she hadn't yet said anything to staff,” says Donna, a senior communications specialist with five-star hotels. “Through monitoring we caught it immediately and [offered to] host a beverage for her and her friend.  She stayed for a complete meal but didn't think it was enough—she wanted another full meal at a later date. She threatened to slam the restaurant via social media if we didn't abide.”

Out of the explosive popularity of social networking a challenging new breed of customer has reared its head. Intoxicated by their social media clout, bristling with indignation and entitlement, and all too aware of how far some businesses will go to avoid negative commentary, they hint at, request or outright demand concessions and special treatment. And if they don’t get it, the underlying threat, whether real or imagined, is they’ll lash out via social networks.  Continue reading

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The Guest Engagement Committee at the Peabody Orlando Hotel

 

As a follow-up to Monday’s article on integrating online reputation management into operations and culture, today I’m sharing an example of how a hotel is successfully managing the social media function on property.

During a recent webinar, Michelle Wohl of Revinate discussed how the 1,641-room Peabody Orlando in Florida has made social media and online reputation management a priority. Of particular interest to me was the hotel’s “Guest Engagement Committee”. To find out more I consulted with staff.

Barb Bowden, general manager, tells me the Guest Engagement Committee is “responsible for strategically analyzing all guest feedback vehicles and making actionable recommendations to the hotel’s Executive Committee as well as implementing new ideas to remain progressive in our approach to guest service.”  Continue reading

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Creating a virtuous cycle: integrating online reputation management into operations and culture

 

By Daniel Edward Craig. 

At a time when the travel industry is still struggling to accommodate social media, which barged in like a noisy tour group speaking a bizarre foreign language, another demanding new function is banging at the door: online reputation management.

But rather than make life even more complicated, online reputation management (ORM) brings clarity and purpose to social networking. More than anything, reputation is the ROI of social networking. It drives demand and is now comparable to brand, price and location in influencing travel decisions.

Online reputation management involves actively participating in social networking to build awareness and shape perceptions of a company. It is the process of monitoring, responding to and generating online feedback and reviews, and using feedback to guide improvements to the customer experience.  Continue reading

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The Social Media Quiz results are in, and I’m happy to report that my readers are far smarter than they look

 

Social Media Quiz for Hotels, Daniel Edward Craig blogMy Social Media Quiz was intended as a summer diversion more than anything, an easy test to poke a bit of fun at hotels and social media. So it was a relief to see that most people passed with flying colours.

Of course, this is not a representative sample but a sample of the elite of elites in hotel marketing: my readers.

Completed quizzes: 123  

Average score: 7.6/10

Highest score: 10/10 (52 people aced it!)

Lowest score: 0/10 (8 people, but we’ll presume ‘technical’ issues)

Here’s some insight into the answers.

1.     Social networking can be best defined as: B. Social interaction and the exchange of user-generated content on web-based and mobile applications.  Continue reading

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Reputation as the primary driver of demand: a case study revisited


By Daniel Edward Craig

In February 2010 I published an interview with Adele Gutman Milne, Vice President of Sales & Marketing at HKHotels, about her company’s remarkable achievements in online reputation management. I had the pleasure of meeting Adele early this month in Chicago, where we both presented at TripAdvisor’s Master Class Event, and after hearing her story firsthand I decided it bears repeating.

Whether you operate a five-star luxury hotel, a B&B or a limited-service property, there are lessons to learn from the HKHotels experience.  Continue reading

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Test your social media savvy

Are you a social media whiz or maybe just a tiny bit clueless? Just for fun, I've created this Social Media Quiz to test your savvy.  Continue reading

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