Outside of Hotel Insight, my role in the hospitality industry allows me to get really involved in the Irish market, and for that reason, I was speaking with my friend Christina, the owner of CG Online Marketing based in Ireland, about her thoughts on hotels using social media in her primary market. We had such a good conversation, that Christina offered to provide her insights into this area – so this post is courtesy of Christina!
Christina: “According to Failte Ireland’s visitor survey, everybody loves the Irish hospitality. In my mind, this means that the Irish charm and warm nature is perfect for social media – so here I’ve compiled a list of the top Irish hotel social media pages and campaigns and together we can you can judge if the Irish brand of hospitality translates as well online.
1) First up is the Cliff House Hotel, Ardmore, Co Waterford
A stunning location on the south-east coast and close to Ardmore Bay, the Cliffhouse Hotel are lucky to have the ocean as a backdrop.
These guys were born to tweet and never miss a chance to respond (great customer service).
Practically 4000 Twitter followers and high engagement levels. They have been known to tweet and serve simultaneously.
Their Facebook page is just as busy – plenty of pictures, updates and they even shared a few mentions on third party blogs – nice!
Not one question was left unanswered and the tone was consistently upbeat.
An encouraging start!
2) Next we have, The Clanard Court Hotel, Athy, Co Kildare
Set on the outskirts of Dublin city, the Clanard Court is a popular local for those living in Athy.
Let’s look at their social media
This hotel set hearts aflutter with their ‘Love Match’ Facebook campaign to win a wedding
(the one of your dreams, of course).
The competition stages:
- Couples upload their images
- Four then progress to stage two
- Each couple is filmed discussing their prospective partners
- Fans had to guess the couples.
- Winners crowned (Love match)
What I loved about this campaign was the innovation and personalisation of it. Interactive, multimedia-driven (upload images and video interviews), personality (some cool questions like ‘What celebrity does your partner look most like?’) and the amount of time and commitment a campaign of this magnitude must have taken. This is more of a free-fall into social media, as opposed to a side-step and it is a testament to what social media can do for a hotel.
3) In at 3 is The Maryborough Hotel, Douglas, Co. Cork
The Maryborough hotel (a client of mine, incidentally) is well-known for a warm and friendly service. They are constantly adding to the hotel (Pet Farm, Team Building and Dome) and are dedicated to their guests.
Let’s look at their social media
The Facebook page has personality! Sales carries this function and it’s updated almost daily – sometimes with offers, something with links, and sometimes a just a feel-good shout out.
You may not note the strategy at play, in fact you might be forgiven for thinking there isn’t one at all…but, there is! The updates are all goal-driven – Talking about Santa’s visit, buying Christmas vouchers, Spa offers, etc. Mostly, there’s a sales message at play, but it’s packaged behind an energetic and happy voice, so fans respond.
‘#leaders11 Have to say the Energy is just Electric here in the Sherrard Suite Tonight!!!’
Plus – they use #tags for tweets and create a nice buzz for their offerings.
There are countless hotels in Ireland worth a mention, like The Cork Airport Hotel – winner of a number of marketing awards and promoters of an edgy, creative vibe (vibrating seats – need we say more?) http://www.facebook.com/corkinternationalairporthotel, plus The Burlington Hotel in Dublin http://www.facebook.com/pages/The-Burlington-Hotel-Dublin/102643726883 where every status update gets a picture (for those not in the know – this increases your chances of being seen by your fans).
Christina is owner of CG Online Marketing (www.cgonlinemarketing.com) and has ten years experience in online marketing communications from working with Premier Recruitment Group, LA Fitness, Monarch Airlines, Thomson Travel and a host of other companies. Christina is dedicated in providing unique online marketing solutions tailored to individual client needs, and ensuring that all online activities run smoothly and obtain the best ROI possible. Specialties:Online marketing Online media Social Media/Social Marketing SEO / PPC Google analytics (qualified in GA IQ) Web trends + insights, Data segmentation and targeting, Customer Behavior analysis, Digital design, Writing, Ethical marketing Green marketing / Sustainable tourism and Hotel + travel online marketing.