In this podcast you’ll learn: Why it’s important to reach customers on social How global brands do social across timezones What the “experience economy” is and why it matters How brands are delivering amazing experiences on social Q&A with AccorHotels digital marketing manager Arnaud de Broves How has social media changed the tourism and hospitality industry? So we know that our customers share their experiences on social media. What has AccorHotels been doing to adapt to these changes to be more customer-centric? We have identified the customer journey of an AccorHotels client with seven steps. The Social Desk is the AccorHotels global tool aimed at enhancing our social presence at every stage of the journey and helps our brands and hotels be more efficient. The second pillar is a training platform where teams can learn about social networks and how to manage them. And the third pillar is the management tools that we offer to the hotels. The Social Desk provides one tool adapted for multiple teams, which is key for the success of our hotels. A big goal of the Social Desk is to have 100 percent of our hotels active on social media. It means that we’ve fixed the problem and that the customer who was angry is now happy with the relationship that we have.
Social media continues to change the way we buy. As a global brand, how do you adapt to reach your customers?
In this episode of the Hootcast podcast, we chat with Arnaud de Broves, digital marketing manager at leading hotel operator AccorHotels, about their strategy for reaching customers at every stage in the buyer journey.
Hootsuite’s Jaime Stein follows up with tips for brands looking to better connect with customers on social.
Press play to hear the show in its entirety, or if you don’t have a set of earbuds handy, read the transcription of our conversation with AccorHotels below.
In this podcast you’ll learn:
- Why it’s important to reach customers on social
- How global brands do social across timezones
- What the “experience economy” is and why it matters
- How brands are delivering amazing experiences on social
Q&A with AccorHotels digital marketing manager Arnaud de Broves
How has social media changed the tourism and hospitality industry? Why do you believe it’s important for hotels to adapt to these changes?
Around 77 percent of travelers look for their next travel destination on social media. During their stay—whether they are in a hotel, Airbnb, or hostel—one third of travelers publish pictures on their social networks’ personal accounts. So we know that our customers share their experiences on social media. Therefore, any travel-related company has no choice but to be active on social media, too.
What has AccorHotels been doing to adapt to these changes to be more customer-centric?
We have identified the customer journey of an AccorHotels client with seven steps. These steps are: dream, select, book, prepare, stay, share, and return. Our digital plan aims at being present at each step of this journey.
Today we own around 4,000 Facebook Pages within the AccorHotels group. We came up with a solution to give our local teams and hotels the opportunity to become more efficient when it comes to managing their social accounts.
Our solution is the Social Desk. The Social Desk is the AccorHotels global tool aimed at enhancing our social presence at every stage of the journey and helps our brands and…
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