1. BeFRESCO
for the Hotel Industry
Federico Pareja and Carlos Perez for beFRESCO.com

2. beFRESCO marketing strategies
are designed so as to
multiply hotel recommendations
among travelers, increasing visibility
and improving revPAR

3. How does beFRESCO multiply recommendations
by social travelers?
Content with conversational value
Shareability
Visitor´s engagement

4. What is content with conversational value?
“Content that generates conversation,
spreads the word, multiplies posts and answers”
...such as: Content that describes a direct, personal experience; Engages 5 senses; May reflect values, beliefs,
customs… places the traveler at the center of the travel experience.

5. “kitchen+temple: a city tale with
two thousand years of history”

6. “kitchen+temple: a city tale with
two thousand years of history”

7. What is shareability?
The degree to which content incites travelers
to post and share

8. “Magic silence”

9. “sand storytelling:
so many things to say”

10. “Beautiful sunrise”

11. “Life at Paradise”

12. “I deserved a break”

13. “this is my personal
soundtrack ”

14. “eggs and ham”

15. “Gloria and Julia care”

16. ...shareability depends on:
Storytelling opportunities
Inspirational value
Conversational value
Travelers´motivations for sharing

17. Why are content with conversational value
and shareability important?
They are key factors in generating conversation,
multiplying likes and shares,
bettering SEO results and OTAs' visibility,
and increasing indirect and direct sales

18. HOW WE DO IT:
beFRESCO's expertise
We conduct market watches and trend studies,
analyse the offer on the site, and
audit your brand´s contents and guests' conversations.

20. ...we find your storytelling opportunities,
look at them from your
visitors´ perspective, as clients and as travelers,
and build contents with conversational value
around these opportunities.

22. ...which has direct benefits
on your recommendations, visibility,
indirect (and direct) conversion rates,
and RevPAR.

24. Carlos Perez is a Social Media Stategist and Content Marketing developer, helping B2C leading international brands to design and
implement SM campaigns based on quality contents and social currency. Throughout his career, he has worked at key managerial and
consulting positions, developing innovative approaches to move brands and organizations forward, implementing effective teamwork
practices and protocols to ensure success.
David Walker has launched and managed internationally known magazines and media brands throughout Europe, Latin America, the
US, and Asia. As the editorial and publishing director of one of the world’s largest travel guide publishers, he brought the world’s best
known travel guides into the US market, and as an established content and editorial director, he brings content-first and brand-sensitive
editorial management to beFRESCO’s world-wide network of content providers, bloggers, travel writers, photographers, and passionate
amateur travelers.
Federico Pareja is a highly skilled marketing professional with over 13 years of international experience. He holds deep knowledge of all
aspects of marketing and communication, including advertising, PR, market research, branding, printed, online and social media. He
has worked as an independent consultant, mainly with clients from the editorial, fashion, cinema and tourism industries. His portfolio
includes brands/companies such as: Pandora, Lise Charmel, Mexican Tourist Board, Fous/Edipresse, Colombia Tourist Board, and V
Magazine, among others.
Alex de Waal has over 20 years of global strategic management experience in Tourism & Hospitality industries and extensive
experience in reading commercial context and engendering long term thinking and actions within organisations. He is a recognised
leader in the Australian destination management sector having directed Tourism Queensland’s global marketing efforts. Alex also
conceived and implemented the Australian Tourism Data Warehouse, the Australia’s national platform for digital tourism information on
Australia. Alex brings a wealth of hands on hotel, travel wholesale & retail as well as destination management experience to
beFRESCO clients.
befresco.com