1.
Hotel
e-­‐volution
Digital
Developments
In
Hospitality
September,
7th
2011
Mobile
Trends
Social
Media
Trends
-­‐ -­‐
Mobile
Booking
Systems
p.2/3
-­‐
Virtual
Concierge
Services
p.6
-­‐ -­‐
Mobile
Advertisement
p.4
-­‐
Foursquare
Check-­‐in
Tool
p.7
-­‐ -­‐
Mobile
Websites
p.5
-­‐
Social
Networks
Evolution
p.8/9
-­‐
Review
Strategies
p.10
-­‐
-­‐
Summer
2011:
Digital
Marketing
Trends
for
Hoteliers
On
the
occasion
of
its
first
newsletter,
DDIH
thinks
about
independent
hoteliers!
Digital
Developments
in
Hospitality
is
a
After
the
summer
holidays,
it
is
time
to
get
informed
division
of
Oneglobe
about
the
latest
trends
in
the
digital
area
in
order
to
plan
Network
dedicated
to
relevant
marketing
campaigns
for
the
end
of
the
year.
exploring
Net
capabilities
and
During
the
summer,
the
mobile
and
social
media
innovations
facilitating
platforms
have
not
ceased
to
evolve,
improve,
enlarge…
differentiation
via
breakthrough
services.
This
newsletter
highlights
the
articles
that
marked
the
DDIH
explores
the
digital
development
these
last
3
months.
impact
of
apps,
tools
and
platforms,
already
Now,
Independent
hoteliers
can
pick
up
pieces
of
adopted
in
the
information,
put
them
together
and
along
with
marketplace,
and
the
imagination,
elaborate
the
most
original
marketing
impact
on
users’
service
strategies…
expectations.
The
DDIH
team

2. This
summer,
the
hospitality
industry
focused
on
the
Mobile
Trends
development
of
mobile
booking
services.
With
the
growing
success
of
smartphones,
booking
engines
are
being
integrated
into
mobile
Mobile
Booking
Systems
applications.
World
Hotel
groups
such
as
IHG,
Hilton,
Marriott,
etc.
have
already
set
up
booking
systems
on
their
applications,
which
gave
them
a
length
ahead
of
independent
hotels.
BookingBrick
brings
hotel
bookings
to
mobile
applications
7/07/2011
BookingBrick
is
a
French-­‐based
company,
co-­‐funded
by
Nicolas
Salin
and
Sébastien
Houzé.
BookingBrick
provides
iPhone
and
Android-­‐hosted
travel
organizations
with
a
solution
for
implementing
easily
a
white-­‐label
hotel
booking
process
directly
inside
their
application
and
start
monetizing
it.
With
BookingBrick,
travel
organizations
and
hotels
will
no
longer
lose
potential
hotel
customers,
as
users
will
be
able
to
book
a
room
directly
through
their
application.
Obviously,
owners
earn
a
commission
for
each
reservation
made
through
their
app.
http://ddih.wordpress.com/2011/07/07/bookingbrick-­‐brings-­‐hotel-­‐bookings-­‐to-­‐mobile-­‐applications/
2

3. TheVeryLastRoom,
alternative
to
private
sales
and
other
slashed
prices
8/23/2011
Still
concerning
mobile
reservation,
(Translated
from
Tendance
Hotellerie
french
article
another
trend
was
born
this
summer:
“TheVeryLastRoom,
alternative
aux
ventes
privées
et
autres
last
minute
hotel
booking.
Mobile
prix
cassés”
by
E.Nicolas)
applications
provide
the
customers
TheVeryLastRoom
suggests
customers
to
with
the
last
minutes
hotel
deals.
book
a
hotel
room
for
the
very
night,
with
a
price
They
are
being
developed
in
the
USA
reducing,
as
the
customer
is
approaching
the
last
with
«
HotelTonight
»
and
in
Europe
minute.
with
«
TheVeryLastRoom
».
This
offer
is
an
alternative
to
the
other
offers
forcing
hoteliers
to
slash
their
prices
several
days
before
their
reservation,
even
before
knowing
if
they
would
have
had
the
opportunity
to
sell
their
vacant
rooms
via
their
own
distribution
channel.
Available
in
the
form
of
iPhone
app
from
HotelTonight
Launches
on
Android,
September
for
Lyon,
Paris
and
Marseille,
Now
in
18
Cities
TheVeryLastRoom's
ambition
is
to
rapidly
extend
7/27/2011
to
French
towns,
then
at
the
European
Scale.
HotelTonight
is
a
mobile
service
that
allows
http://ddih.wordpress.com/2011/08/23/theverylastroom you
to
book
a
last
minute
hotel
in
seconds.
-­‐alternative-­‐aux-­‐ventes-­‐privees-­‐et-­‐autres-­‐prix-­‐casses/
I
recently
used
HotelTonight
on
a
trip
to
Washington
DC
when
I
just
forgot
to
book
a
hotel,
realizing
it
about
the
time
I
boarded
the
plane.
It
was
a
little
nerve-­‐wracking
waiting
until
noon
the
day
I
needed
a
room
to
know
for
sure
I’d
get
one.
But
the
service
worked
like
a
dream,
I
got
a
centrally
located
room
for
40%
less
than
others
I
was
looking
at,
and
check
in
took
moments.
So
far
HotelTonight’s
iPhone
app
has
been
downloaded
600,000
times.
And
today,
Android
users
who
travel
a
lot
and
hate
to
plan
can
enjoy
the
service
too.
The
company
raised
$3.25
million
from
Battery
Ventures,
Accel
Partners
and
First
Round
Capital,
has
deals
with
350
hotels
and
has
expanded
its
service
to
eighteen
cities.
http://ddih.wordpress.com/2011/07/27/hoteltonight-­‐
launches-­‐on-­‐android-­‐now-­‐in-­‐18-­‐cities/
3

4. Mobile
Advertisement
In
addition
to
the
growing
development
of
mobile
booking
engine,
this
summer
the
first
mobile
Hilton
Hotels
&
Resorts
Launches
advertising
campaign
has
Hospitality
Industry's
First
iAd
With
been
launched
by
Hilton.
"Stay
Hilton,
Go
Everywhere"
Campaign
Hoteliers
are
prioritizing
7/27/2011
mobile
platforms
and
tools
to
reach
loyal
and
potential
Hilton
Hotels
&
Resorts
has
today
launched
customers.
the
hospitality
industry's
first
iAd
as
an
extension
of
its
"Stay
Hilton,
Go
Everywhere"
global
multi-­‐
channel
campaign.
iAd
is
Apple's
mobile
advertising
network,
reaching
millions
of
iPhone,
iPad
and
iPod
touch
users
right
in
their
favorite
apps.
A
total
of
nine
signature
Hilton
Hotels
&
Resorts
properties
around
the
world
-­‐
from
The
highly-­‐interactive
"Stay
Hilton,
Go
Egypt
and
India
to
the
Seychelles
and
Mexico
-­‐
Anywhere"
iAd
takes
users
in
the
U.S.
and
U.K.
on
can
be
explored
in
the
iAd
via
inspired
visual
virtual
vacations
at
Hilton
properties
around
the
imagery
and
interactive
features
including
world,
including:
Egypt's
Nile
River,
the
canals
of
Twitter
and
e-­‐mail
integration
and
Venice
and
the
white
sands
of
Puerto
Rico.
downloadable
wallpaper.
The
result
is
a
lively,
engaging
user
experience
that
surprises,
entertains
and
creates
new
vacation
dreams.
http://ddih.wordpress.com/2011/07/27/hilton-­‐
hotels-­‐resorts-­‐launches-­‐hospitality-­‐industrys-­‐first-­‐iad/
Mobile
Platforms:
some
figures
The
smartphone
applications
industry
has
seen
a
considerable
decline
in
2011.
According
to
5th
Annual
Benchmark
Survey
on
Hotel
Digital
Marketing
Budget
Planning
and
Best
Practices,
only
8,9%
of
hoteliers
have
planned
to
invest
in
a
mobile
application
this
year
against
24,1%
in
2010.
Hoteliers,
especially
independent
hotels
decided
to
focus
on
mobile
website
and
redesign
them.
The
same
study
revealed
that
this
year,
37,5%
of
hoteliers
have
planned
to
develop
a
mobile
website
whereas
they
were
25,9%
in
2010.
4

5. World
Hotel
groups
prioritize
mobile
by
developing
personalized
applications,
mobile
websites,
blogs,
etc.
which
makes
them
more
visible
than
independent
hotels.
With
a
lower
budget,
independent
hotels
limit
themselves
to
mobile
websites.
They
provide
pretty
much
the
same
kind
of
information
for
a
cheaper
cost.
Mobile
applications
give
a
better
user
experience
than
mobile
websites,
but
they
are
very
expensive
because
they
have
to
be
built
from
scratch
for
each
operating
system
(Apple,
Android,
RIM,…).
Mobile
Websites
Moments
in
Needless
Bi-­‐Polarity:
Apps
vs
the
mobile
web
7/16/2011
The
importance
of
hotel
mobile
website
design
-­‐
Can
the
mobile
web
do
almost
everything
7/28/2011
that
apps
can
do?
Yes.
-­‐
Does
that
mean
that
the
mobile
web
will
There
is
no
definitive
guide
yet
on
how
to
eclipse
apps
as
the
primary
mobile
channel
turn
a
hotel
mobile
website
into
a
successful
to
customers?
Yes,
at
some
point.
engagement
platform
for
mobile
users.
-­‐
Is
that
point
close
enough
that
marketers
Mobile
users
have
a
different
mindset
when
should
abandon
apps
in
their
mobile
approaching
websites,
therefore
your
hotel’s
strategy?
Absolutely
not
(and
for
a
second
website
experience
must
be
quite
different
to
opinion,
check
out
Forrester's
take).
engage
them.
Considering
the
viewpoint
of
the
customer
Mobile
users
are
much
more
task-­‐oriented
first
(always),
an
app
gives
them
something
than
desktop
users.
And
mobile
users
are
either
digitally
tangible,
reliable
and
in
many
cases,
searching
for
local
content
or
for
a
specific
brand.
something
that's
useful
offline.
Mobile
means
smartphones,
not
tablets.
For
the
marketer,
apps
offer
something
the
Tablets
provide
an
experience
similar
to
desktops.
mobile
web
doesn't...
branding.
And,
they
allow
While
certain
mechanisms
may
need
to
be
brands
to
see
exactly
what
customers
do,
or
adapted
to
a
multi-­‐touch
experience,
most
don't
do,
in
a
way
that's
still
on
the
outer
reaches
websites
that
are
optimized
for
1024×768
should
of
the
mobile
web.
For
some
companies,
the
app
work
well
on
tablets.
market
is
also
a
readily
accessible
revenue
stream.
Considering
these
two
factors,
below
are
five
simple
tips
to
turn
your
hotel
mobile
website
into
Back
to
the
customer.
most
of
them
don't
a
successful
engagement
platform
for
mobile
have
smartphones.
They
use
search
on
their
users.
phones
and
it
leads
them
to
the
mobile
web
Those
with
app
enabled
phones
may
use
them
as
1-­‐
Mobile
SEO
matters.
an
access
point,
but
ultimately,
they
want
all
of
2-­‐
Optimize
the
website
for
low
bandwidth
and
the
information
and
products
and
flexibility
that
high
latency.
they've
come
to
expect
from
websites.
That
3-­‐
Display
the
address
boldly.
probably
means
jumping
from
app
to
mobile
4-­‐
Have
a
click-­‐to-­‐call
button.
site,
something
else
that
customers
don't
care
5-­‐
Provide
a
simple
booking
experience
about,
so
long
as
it
works
well.
http://ddih.wordpress.com/2011/07/28/the-­‐importance-­‐ http://ddih.wordpress.com/2011/06/16/moments-­‐in-­‐
of-­‐hotel-­‐mobile-­‐website-­‐design/
needless-­‐bi-­‐polarity-­‐apps-­‐vs-­‐the-­‐mobile-­‐web/
5

6. Social
Media
Trends
Hotel
guests
in
general
have
become
more
demanding
than
they
used
to
be.
Their
new
needs
and
expectations
are
probably
Virtual
Concierge
Services
the
result
of
rewards
more
attributed
during
the
economic
downturn.
Whatsoever,
a
new
way
to
enhance
the
customer
Small
Luxury
Hotel
Intros
Personal
satisfaction
are
Virtual
Activities
Concierge
Concierge
Services.
7/11/2011
The
Manor
On
Golden
Pond,
New
Hampshire’s
only
Small
Luxury
Hotel
of
the
World,
has
introduced
a
Personal
Activities
Concierge
Service,
designed
to
enhance
the
guest
experience.
All
guests
are
contacted
prior
to
their
arrival
to
pre-­‐arrange
activities,
dining
arrangements,
Laterooms
to
try
virtual
concierge
secure
ground
transportation,
assist
with
any
special
vacation
arrangements
and
to
provide
an
service
on
Twitter
and
Facebook
7/28/2011
overview
of
what
the
region
has
to
offer.
Accommodation
service
LateRooms
has
“In
a
fraction
of
the
time
it
would
normally
become
the
latest
travel
company
to
offer
a
take,
guests
can
create
and
book
their
dream
“virtual
concierge”
service
via
social
vacation
that
fits
their
needs
and
personal
mediachannels
Twitter
and
Facebook.
preferences,
no
matter
the
season,”
said
Mary
Ellen
Shields,
Innkeeper.
The
idea
is
to
allow
consumers
to
ask
where
there
might
be
availability
at
a
particular
http://ddih.wordpress.com/2011/07/11/small-­‐luxury-­‐
hotel-­‐intros-­‐personal-­‐activities-­‐concierge/
hotel
or
what
facilities
are
available,
and
presumably
is
aimed
at
people
on-­‐the-­‐go
rather
than
those
who
could
simply
use
the
website.
LateRooms
is
not
the
only
company
to
launch
a
concierge
service
–
KLM-­‐Air
France
subsidiary
CityJet
unveiled
a
similar
program
earlier
this
week.
The
airline
says
it
will
make
reservations
for
Twitter
followers
at
hotels,
restaurants
and
organize
taxis
and
other
transport
from
airports.
http://ddih.wordpress.com/2011/07/28/laterooms-­‐to-­‐
try-­‐virtual-­‐concierge-­‐service-­‐on-­‐twitter-­‐and-­‐facebook/
6

7. Foursquare
Check-­‐in
Tool
So
far
the
location-­‐based
social
network
Foursquare
has
Klout
Now
Factors
in
Foursquare
brought
happiness
to
both
Check-­‐ins
businesses
and
consumers.
7/13/2011
Check-­‐in
strategies
are
being
used
a
lot
by
hoteliers,
which
Foursquare
Check-­‐ins
will
now
play
a
role
contributed
to
the
development
in
determining
your
Klout
score.
of
social
media
rewards.
The
San
Francisco-­‐based
startup
has
just
added
Foursquare
to
its
scoring
system,
which
already
factors
in
Facebook,
LinkedIn
and
Twitter
to
measure
the
online
influence
of
social
media
users.
For
Klout
to
integrate
your
Foursquare
checkins
into
its
algorithm,
go
to
your
Klout
dashboard
and
click
on
the
grayed-­‐out
Foursquare
button.
http://ddih.wordpress.com/2011/07/13/klout-­‐now-­‐
factors-­‐in-­‐foursquare-­‐checkins/
Foursquare:
Now
You
Can
Check
Into
Events
8/18/2011
Foursquare
is
launching
a
feature
that
allows
users
to
check
into
events
—
thus
making
a
standard
Foursquare
behavior
official.
“It’s
one
of
the
most
common
checkins
on
Foursquare:
you
head
off
to
a
movie
theater,
check
in,
and
type
in
‘Harry
Potter’
to
tell
people
what
you’re
seeing.
Or
check
in
to
a
stadium
and
shout
‘Patriots
game’
or
‘
Unlike
Facebook,
which
launched
its
event-­‐check-­‐in
feature
in
April,
Foursquare
is
not
a
platform
where
people
frequently
input
their
own
gatherings.
So
the
company
turned
to
its
partners
to
provide
the
information
about
when
and
where
events
are
happening.
The
feature
is
already
live
on
the
iPhone,
and
Foursquare
says
it
will
debut
on
other
platforms
soon.
http://ddih.wordpress.com/2011/08/18/foursquare-­‐now-­‐you-­‐
can-­‐check-­‐into-­‐events/
7

8. Social
Networks
Evolution
This
summer,
most
social
networks
improved
their
platforms
and
tools.
Even
Facebook
has
made
commenting
a
richer
Facebook,
the
social
media
experience
by
adding
video,
photo
and
leader,
updated
its
services…
website
info.
Does
Facebook
see
in
Google
+
7/21/2011
a
direct
competitor?
In
a
few
months
Google+
will
It’s
a
small
change,
but
a
rather
cosmetic
one.
Now,
when
you
comment
on
a
post
with
a
URL,
launch
its
business
version,
Facebook
will
pull
in
a
video
player,
a
thumbnail
or
Will
it
succeed
in
competing
an
overview
of
the
website
that
you’re
linking
to.
with
Facebook
Fan
Pages?
You
can
also
choose
to
nix
the
preview.
The
change
isn’t
life-­‐altering,
but
it
certainly
makes
your
wall
much
lovelier.
http://ddih.wordpress.com/2011/07/21/facebook-­‐has-­‐ How
Facebook’s
Location
Sharing
Will
made-­‐commenting-­‐a-­‐richer-­‐experience-­‐by-­‐adding-­‐video-­‐
photo-­‐and-­‐website-­‐info/
Promote
Commerce
8/30/2011
Facebook’s
location-­‐sharing
feature
adds
a
Facebook
improves
its
iPhone
social
location
layer
to
each
user’s
post
activity
application
to
face
Google
+
and
users
can
share
present,
past,
and
future
7/22/2011
location
information.
(Translated
from
Tendance
Hotellerie
french
article
“Facebook
améliore
son
"appli"
iPhone
pour
contrer
Google+”
Though
the
Facebook
Places
icon
and
the
by
E.Nicolas)
Facebook
Deals
are
disappearing,
this
change
should
not
be
confused
with
Facebook
Check-­‐in
Criticized
by
the
users,
Facebook
app
for
Deals,
which
is
not
going
away
anytime
soon.
iPhone
will
be
updated
Thursday,
July
28th.
The
company
is
trying
to
rectify
the
defects
in
the
Facebook
location
sharing
has
great
application
while
the
users
are
still
waiting
for
a
potential
for
social
commerce
as
users
can
touchpad
version.
share
location
activities
such
as,
their
favorite
restaurant,
the
store
they
are
shopping
at
or
the
This
reaction
from
Facebook
doesn't
happen
event
they
are
attending.
to
answer
the
users'
complaints:
it's
been
2
days
since
the
Google
+
application
was
launched.
The
Facebook
location-­‐sharing
ecosphere
Google
+
apps
reached
the
1st
place
in
terms
of
allows
consumers
to
share
any
location
anytime
download,
whereas
Facebook
app
was
positioned
anywhere.
Business
through
the
parent/child
at
the
15th
place,
according
to
AppData
website.
Places
management
structure
can
register
all
their
bricks-­‐and-­‐mortar
location.
Businesses
Google
also
rolled
out
an
iPad
version
of
can
now
offer
Check-­‐in
Deals
(via
mobile)
to
Google+,
while
Facebook
users
are
still
waiting
for
consumers
who
shared
the
local
businesses
the
company
to
invest
in
this
fast-­‐growing
market.
location
in
their
News
Feed.
http://ddih.wordpress.com/2011/08/26/facebook-­‐ http://ddih.wordpress.com/2011/08/30/how-­‐
ameliore-­‐son-­‐«-­‐appli-­‐»-­‐pour-­‐contrer-­‐google-­‐la-­‐tribune-­‐fr/
facebooks-­‐location-­‐sharing-­‐will-­‐promote-­‐commerce/
8

9. Five
Years
Later,
Twitter
Rolls
Out
Image
Galleries
8/23/2011
Over
the
last
few
months,
Twitter
has
been
rolling
out
some
key
new
enhancements
to
their
user
experience,
adding
improved
search
functionality
and
the
ability
to
upload
images
right
from
a
user’s
Twitter
stream.
Today,
Twitter
keeps
the
photo
updates
rolling,
by
adding
image
galleries
to
the
everyday
Twitter
user
experience.
Huzzah!
According
to
Twitter’s
new
support
page,
these
user
image
galleries
will
collect
the
100
most
recent
images
a
user
has
uploaded
into
his
or
her
Tweet
stream
over
the
course
of
their
recent
Twittering
careers,
organizing
them
all
on
Google+
Posts
Now
Appear
in
Google
a
single
page,
and
displaying
them
in
Search
Results
chronological
order.
8/16/2011
http://ddih.wordpress.com/2011/08/23/five-­‐years-­‐later-­‐ Google
has
begun
integrating
Google+
into
twitter-­‐rolls-­‐out-­‐image-­‐galleries/
search
results
with
public
Google+
posts
now
appearing
in
Social
Search.Whenever
a
user
publicly
shares
a
link
on
Google+,
an
annotation
Flickr
Boosts
Location
Privacy
With
will
show
up
under
that
link
when
it
appears
in
a
Geofences
friend’s
search
results.
8/30/2011
Google+
now
joins
Flickr,
Twitter,
Quora
Flickr
has
introduced
a
new
privacy
feature
and
Google
Buzz
as
other
inputs
for
Google’s
called
geofences
that
allows
users
to
create
Social
Search
product.
Social
Search
debuted
in
geographic
privacy
settings
for
photos’
location
2009
at
the
Web
2.0
Summit,
partly
as
a
response
data.
to
Bing’s
integration
with
Facebook
and
Twitter.
Social
Search
highlights
what
links
your
friends
With
the
new
feature,
Flickr
users
can
are
sharing
on
the
web
and
returns
results
it
draw
a
circle
on
a
map
to
designate
a
geofence
believes
are
relevant
based
on
your
friends’
and
then
choose
a
geographic
privacy
setting
for
interests.
that
area.
Users
can
create
up
to
10
geofences,
and
previously
uploaded
photos
are
also
Social
Search
integration
is
only
the
updated
with
the
new
geo-­‐privacy
settings.
beginning
for
Google’s
plans
for
combining
its
search
engine
and
social
network.
Google
intends
“You
might
want
to
create
a
geofence
to
revive
real-­‐time
search
with
Google+
data
and
around
the
your
‘home’
or
‘school’
that
only
will
launch
a
search
engine
for
Google+
posts.
Of
allows
‘Friends
and
Family’
to
see
the
location
of
course,
the
tech
giant
did
the
same
thing
with
the
photos
you
geotag
in
that
area
by
default,”
Google
Buzz,
and
we
all
know
what
happened
to
Flickr
said
in
a
blog
post
on
the
update.
that
product.
http://ddih.wordpress.com/2011/08/30/flickr-­‐boosts-­‐ http://ddih.wordpress.com/2011/08/16/google-­‐posts-­‐
location-­‐privacy-­‐with-­‐geofences/
-­‐
more-­‐822
now-­‐appear-­‐in-­‐google-­‐search-­‐results/
9

10. Whether
on
TripAdvisor
or
on
Review
Strategies
other
social
media
websites,
hoteliers
keep
relying
a
lot
on
reviews.
This
summer,
many
hoteliers
have
been
trying
to
Tripadvisor
bribes:
Hotel
owners
set
up
elaborated
strategies
to
offer
free
rooms
in
return
for
glowing
get
their
guests
to
post
positive
reviews
reviews
online.
In
most
cases,
a
07/12/11
review
was
worth
a
reward…
but
is
it
the
smartest
way
to
get
Hotels
in
Britain
and
abroad
are
bribing
positive
feedback?
guests
to
write
glowing
reviews
in
exchange
for
cash
or
cut-­‐price
rooms
and
meals.
The
website,
which
has
45million
reviews
of
more
than
500,000
destinations,
is
a
popular
first
stop
for
holidaymakers
seeking
honest
opinions
about
places
to
stay.
Considering
Customer
Feedback
for
Your
Website?
How
About
On
a
Times
Already
30
properties
around
the
world
Square
Billboard?
have
been
blacklisted
for
suspicious
reviews
–
7/26/2011
and
there
is
a
thriving
black
market
in
hotels
willing
to
pay
people
to
write
positive
reviews.
Using
reviews
and
customer
feedback
to
encourage
trust,
optimize
your
website,
and
The
Cove
Hotel
offers
incentives
for
positive
maximize
direct
sales
is
something
we’ve
covered
reviews
on
TripAdvisor.
The
Office
of
Fair
in
the
past
–
but
today
Henry
Harteveldt
shared
Trading
says
it
will
launch
an
investigation
if
it
an
interesting
example
from
outside
the
industry:
considers
rules
have
been
broken.
The
Cove
Hotel
Domino
Pizza’s
use
of
customer
feedback
in
a
in
Cornwall
may
face
an
inquiry
over
allegations
billboard
on
Times
Square
in
New
York
City.
it
has
breached
the
website’s
reviewing
rules.
They
are
offered
10
per
cent
off
food
and
“The
campaign,
which
runs
from
Monday
drink
in
the
hotel’s
Fireside
Restaurant
and
a
until
August
23
will
include
customer
comments
‘free
apartment
upgrade’.
In
return
they
become
—
good,
bad
or
neutral
—
on
a
4,630
square-­‐foot
‘brand
champions’
and
have
to
post
an
‘honest
billboard.
The
comments….are
filtered
for
bad
but
positive
view’
on
the
TripAdvisor
website.
language
and
appropriateness,
but
not
for
The
incentives
are
also
offered
if
guests
sentiment….Consumers
whose
comments
are
recommend
the
hotel
to
two
leading
restaurant
chosen
will
get
a
link
to
a
video
clip
of
their
guides
–
the
Good
Food
Guide
and
the
Michelin
comment
as
it
ran
on
the
billboard.”
Guide.
What
if
you
used
the
philosophy
behind
http://ddih.wordpress.com/2011/07/12/tripadvisor-­‐
bribes-­‐hotel-­‐owners-­‐offer-­‐free-­‐rooms-­‐in-­‐return-­‐for-­‐
this
tactic
for
your
hotels?
Maybe
instead
of
a
glowing-­‐reviews/
-­‐
more-­‐499
billboard
on
Times
Square,
you
begin
by
publishing
feedback
to
your
website
–
and
then
proceed
to
experimenting
with
using
reviews
in
your
promotional
messages.
http://ddih.wordpress.com/2011/07/26/considering-­‐
customer-­‐feedback-­‐for-­‐your-­‐website-­‐how-­‐about-­‐on-­‐a-­‐
times-­‐square-­‐billboard/
10

11.
Digital
Developments
In
Hospitality
A
word
from
the
team…
“
We
are
pleased
to
share
through
DDIH
blog
all
the
pieces
of
information
in
relation
with
the
latest
digital
trends
in
hospitality.
Our
objective
to
inspire
independent
hotels
when
creating
marketing
strategies.”
Find
us
on