Class Exercise session 4

#BUZZANDGO

- Influence
       -Identifier
           -Langage
                    -Universel
                            -Créateurs
                                  -Marques
                                          -Digitaux
                                                 -Plateforme
                                                          -Analyse
                                               -Communauté
                                      -Mesurer
                              -Manager
                                     -Créer
                                        -Engagement
                                               -Followers
                                                     -Interts
                                                          -Profils
                                                               -Reporter

Influence Marketing Campaign

Influence marketing campaign from Constance Gomez

Social Media Influencer

More and more people using social medias to expose their travel experiences. It is a real benefit for the hospitality industry for several reasons:

1.       It can be a free advertising: users want just to show what they are experiencing

2.       It can touch thousands people by just posting 1 picture

Why Influencer marketing is better than the traditional marketing?

Because hospitality is linked to EXPERIENCE. And if it looks nice, follower will want to live the same thing. It is what we call trend phenomenon: indeed, if they do the same experience, they will have the impression to belong to a specific group they target.

Of course, companies can pay or invite large influencers, like famous blogger or celebrities: it is not free but they are sure that their followers and fans will like it. Question of subjectivity.

Here is an example of influencer for hospitality: Travel Junkie Diary is a blogger or “adventure lover” as she mentioned. She posts almost 1 picture a day on Instagram about her trips in hotels and restaurants always accompanied with a philosophic citation about life and travel. And it works: 40.4 K Followers!! And what hotels is doing now to develop this strategy: She organizes every 3 months a travel with her in a small group. People who will enjoy it will be selected among those who wrote a comment on the post. Of course, hotels are financing this type of game. The advantage for them: people are writing comments and those who are not selected continue to follow her posts hoping to be selected one day. Very smart!! 

If you want to follow her trips do not hesitate to see her on Instagram: Traveljunkiediary

Hotels, spas and restaurants: feel free to develop this strategy!!! Remember: it is not a huge investment and it can bring you a lot!

Explore the Journey

Medium company - France and US - Travel Industry

In the travel industry, French businesses rely more on organic search. Way behind this, social has almost as much influence as referral. On the contrary, in the US, social networks have a huge and important impact, closely social as well as organic paid search, whereas referrals are far behind these ones.

This can be explained by the strong presence of American people on the social networks and the fact they are really connected all the time, compared to French people who tend to inform themselves on other channels and to get influenced by influencers/referrals, rather than people on social networks.

Medium businesses in Beauty & fitness and shopping in France:

In the Beauty & fitness industry, social and referral is definitely the channels that influences the most people in their purchase decision, far away before and organic search and Brand Paid search. In the shopping industry, referral is the biggest influencer followed by organic and generic paid search and then email.

Indeed, the social and referral have a big impact: people want to see first the benefits to the users because it is about their own body, so the decision is very important.

In the shopping industry, it is quite the same as people don't want to buy bad quality items, which is why they rely on referral more than anything else, although organic and generic paid search will influence them as they now more or less what they want to buy from the beginning.

I believe a typical hotel uses 4 touchpoints to convert a looker to a booker: Organic search, social, referral and direct.

3 screens can be used: Laptop, tablet and phone.

I think organic search is very important and then, once the hotel is found by organic search, social and referral as it people are now classifying and judging the quality on a hotel on social media.

Example of Organic search :

Example of Social :

Canva, Artwork

It is what I created :) !!

Here is a screenshot of my twitter page with this image as a cover page : Unfortunatly it doesn't have the impression I wanted because I had to pay for it... So this is the "free" version !

If you would like to create your own image go to Canva.com

Job descriptions - Word it out

Corporate & Travel Industry Sales Manager – Four Seasons

The Corporate Sales Manager is responsible for business generation as it relates to prospecting and securing individual corporate accounts on behalf of the hotel in accordance with the goals and strategies outlined in the annual Marketing Plan and in concert with WSO effort.

CSMs are accountable for ensuring quotas and goals are met and to ensure that direct sales activities are focused on generating the highest possible RevPar for the overall hotel’s success.  

This position requires a high degree of independent judgement and discretion on decision making.

Requirements:

-          A minimum of 2 years of sales management experience in luxury hotel environment required.

-          4-year college degree required, preferably in hotel management.

-          Strong interpersonal skills required along with working closely with a dynamic sales team.

-          Applicants will need to demonstrate the ability of proven experience in being a productive sales person and a proven strategic plan of how to develop new business.

-          Strong written and verbal communications skills.

-          Proficient in Microsoft Office Software, Delphi and other hotel operating computer program knowledge preferred.

-          Must have excellent administrative and organizational skills, be detail oriented, have the ability to juggle complex priorities and handle many different tasks without becoming overwhelmed.

-          Candidates must have valid work authorization for the U.S.

Travel Industry Sales Manager – Lanhgam Hospitality Group

Job Summary

.

-          PRIMARY OBJECTIVE OF POSITION: -            -          Responsible for soliciting Transient Business.  Solicits and maintains Travel Agent accounts./Wholesale Group & FIT. Primary goal is to increase business share with existing accounts and develop relationships with new accounts in order to reach aggressive sales goals.  -            -          RESPONSIBILITIES AND JOB DUTIES: -            -          Applies broad business knowledge and balances both a short- and long-term perspective to generate strategies while leading the organization to achieve them. -          Build brand awareness of Langham Hotels International and The Langham, Huntington Hotel -          Provide support and training of Reservations Agents -          Assist in completing Travel Industry components of the Marketing Plan -          Maintain existing leisure accounts (30%) and solicit new business (70%) -          Work with Director of Sales and Marketing, Director of Revenue Management, Public Relations manager to determine appropriate Travel Industry strategies -          Understand hotel’s sales strategies in order to develop appropriate special promotions, packages, etc… -             Eliminates insular thinking by fostering a positive climate for work relationships and teams committed to achieving organizational goals and initiatives.  -          Work closely with Langham GSOs and GSAs, Attends different departmental Line-up meetings and communicates information to/from Sales Department. -          Support Public Relations initiatives -             Ability to promote positive relationships with customers, guests and colleagues -             Maintain good relations with peers at other Langham Hotels and refer business as often as possible -             Maintain good relations with counterparts at competing hotels and have a high level of knowledge of competition’s product -          Proactively ensures that others have the accountability, authority and resources necessary to both manage work execution and drive for results. -           Ability to prioritize, organize work assignments and delegate responsibilities. Ability to Travel -           Consistently meets/exceeds individual (ie: room night and revenue production) goals -          Ability to ensure confidentiality of guest and data -          Qualify, organize and host familiarization trip -          Organize and participate in Sales Missions -          Represent hotel at Travel Industry tradeshows, conferences and meetings -          Manage wholesale programs to include net rates, allotments, cut-off dates, blackout dates, contracts, etc.  -          Proactively ensures that others have the accountability, authority and resources necessary to both manage work execution and drive for results. -           Ability to prioritize, organize work assignments and delegate responsibilities. Ability to Travel -           Consistently meets/exceeds individual (ie: room night and revenue production) goals -          Actively pursues learning and self-development to enhance personal, professional and business growth; shares learning; demonstrates depth of knowledge in technical or specialized area. -           Develop/improve selling skills by joining other Sales Managers on sales calls. -          Maintain working knowledge of all Langham Hotels to cross-sell effectively -          Ability to seek knowledge and understanding of how to be effective, and what strategies to deploy to be successful.