About this Episode
Laurence Bernstein, Managing Director of The Bay Charles Consulting Company explains what online content is and how hoteliers can leverage user-generated content as well as their own content on social media sites and online travel agencies. In this episode, you will learn the importance of telling your hotel’s story to the travel shopper wherever they’re posting reviews and visual content and how to address and prevent negative reviews of your hotel online.
Click for Video Details
- Episode #10
- Posted on October 5, 2009
- Duration: 10:57
- Captions:
Topic: How to leverage content online
Guest Speaker - Laurence Bernstein - Principal BC3 Partners
Laurence has worked with major hotel brands
Writes and blogs about understanding guest experiences
How does online content relate to hotel marketing
Two types of content - Controlled and guest-generated
User-generated content found on social networking sites
Controlled control includes listings and advertising on OTAs
How are successful hoteliers leveraging social media content?
Accept that people will say what they have to say
Positive things are not always said
People taking time to comment shows involvement
Authenticity is everything
Use content on social media to address negative comments
Don't be overly sensitive to negative comments
Tell your story wherever other stories are being told
Understand what's on people's minds
Identify the experience that is being interrupted
Use compliments and criticisms to create your story - Embed Link:
One Comment
I found the interview actually very interesting, cause it points out how much people discussions and comments about your hotel are always useful.
Many hoteliers refuse to accept negative reviews and they don’t even take the time to answer that reviews, but this is an enormous mistake. Interaction is always good. In the end Hotelier’s job is give people what they need, not what he thinks they may need.
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