Tag Archives: hospitality

ROI and Working with Social Media Influencers

amirandes-crete-minI have just read Skift’s latest which includes the use by tourism boards of social media influencers and my head is about to explode. In the piece the Tempe, Arizona tourism board is referenced as viewing the 2m social media impressions generated as a successful return on their investment for inviting 4 bloggers to be their guests. Let me express that I have more than a little experience, and many documented analytics to prove, that Tempe set the bar way too low.

As a first let’s understand that in 2016 tourism accounted for 10.2% of GDP and one of every eleven jobs globally, and despite our geo-political circumstances these figures are growing, not shrinking. In some markets, by example Croatia, tourism represents approximately 20% of their GDP. What’s more, because of globalization, machine learning and artificial intelligence employment for the average person will increasingly be found in the travel vertical; which makes customer care and attention-to-detail skills so important in your hiring decisions. A less than perfect cup of coffee in our social media connected world becomes an immediate, and widespread, negative review (Yvonne also shared her post on LinkedIn). So, before inviting anyone who is an influencer to visit, get your house in order (“Is your destination Instagram-worthy?”).

Next, there is an enormous disconnect between the possibilities which could be realised and the results generated largely because the right questions aren’t asked, nor have parameters been established around a visit from a journalist, blogger or social media influencer in advance. If you are the person responsible for coordinating ‘press visits’ allow me to suggest you embrace at least the following points before you decide to host anyone:

  1. The average global rate of engagement (on Twitter) is 1.6%. As influencers anyone you invite should be able to generate at least triple that (4.8%) and since they are in the very top tier of people on social media globally 6% is a very realistic objective. While previous performance does not guarantee future results you are engaging them, and their portfolio, on your behalf. It is entirely reasonable to ask to see examples of their previous work and the supporting 3rd party analytics (get as granular as you feel is necessary).
  2. Ask for references. No one has time for prima donnas (of either gender) no matter how large their following might be. It’s in your very best interest (mitigate stress levels for your organisation and those venues you will visit) to know how easy, or difficult, an influencer might be to work with as well as the satisfaction your peers had with their delivery of top quality content in real time and the subsequent results (again documented by analytics).
  3. The total number of impressions generated is a fragment of what should be part of your evaluation cycle. Unlike any other vertical, hospitality realises close to an 11% conversion rate on social media engagement (see point #1 above) making the quality of their content extremely important to your future revenues. Establish specific requirements about the content for the posts, what they need to post and how many times per day before, during and after their stay in exchange for your hospitality.
  4. Once you decide upon contracting a social media influencer to help you with your marketing efforts, it is entirely reasonable to me as I have done this for clients, to ask that they pre-market their trip to visit you. This can vary depending upon the scope of the package you have put together for the guest but a single Instagram and Twitter post each day for two weeks leading up to their visit is about right.

Transportation, accommodations, feeding (and providing beverages), spa treatments, and activities for a week can run into the tens of thousands per person and providing that hospitality needs to come with business objectives and metrics as part of your invitation. When I worked doing public relations in tech we used to use a CPI (columns per inch) metric to calculate the value of earned media against monies spent, anything above a 4:1 ROI was deemed a success. If you are spending 100,000 of whatever your local currency is (I think) at minimum you should realise a demonstrable 5:1 ROI (and yes, there are ways to measure this).

Finally, an entire portfolio of dreamy backlit views of your influencers pool or ocean-side are not going to fill your restaurants to eat your glorious gourmet food and drink the world-class wines in your cellar.  Whatever your budget might be for hosting please remember this point – their visit is not positioning them to expand their personal brands at your expense, it is about driving your incremental revenues by heightening the awareness of everything about your destination.

Post script. While the trade laws in every country will vary please be hyper-diligent about compliance issues related to in-kind and monetary payments to social media influencers. In the United States the “Federal Trade Commission (FTC) has rules in place requiring that “influencers” who share promotional materials “clearly and conspicuously disclose their relationships to brands”.”

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

Does your hotel really deserve Four (or more) Stars?

Every hotel and resort wants to avoid a disastrous TripAdvisor review of their property. And let’s be perfectly honest these posts are often simply conveying glaring truths written by someone in a nasty, snarky tone who has far too much time on their hands. In our social media driven world theseTrip comments have far reaching impact on your business, and almost universally what prompted them could have been avoided.

How much money do you spend annually on marketing your property? Has anyone from the agency handling all those efforts for you, including and especially social media marketing, EVER set foot on-site? Spent a night or two? Eaten in your restaurants? Used your facilities?  Prior to launching any initiative which will draw attention to your business let me share some practical advice with you; ensure that your property actually exceeds the copy being written by said agency.

IMG_2142

In Asia your bathroom could be outside meaning rocks, insects, amphibians, heat and humidity – #wearyourslippers

Over the years I have stayed in a wide range of Relais & Châteaux, Leading Hotels of the World, bed & breakfast inns and in the last year I have actually stayed in a couple of hostels. It’s safe to say I have accumulated a fair portfolio of impressions of ‘the good, the bad and the downright horrible’ and these extremes provide an ample baseline for what makes a memorable stay.

“Service is a promise that cannot be seen, touched, or felt through any of our external senses.” ~ Jag Randhawa

Every member of your staff has an impact.  While they are paid to ‘take care of us’ believe me when I say I can tell exactly who loves their work, people and your business. Equally so there are those who I stand in front of and wonder ‘who is this person related to?’ because there is absolutely no explanation for them otherwise having a job in the hospitality industry. My business partner was a guest at a hotel where we had previously stayed a year earlier for a mere three nights. On his arrival he was greeted with “Where’s Teresa?”. Why should this bell captain (of a luxury hotel in Istra, Croatia) who meets thousands of people a year and tends to all of their various pieces of luggage remember me?  What set him apart from his colleagues in the first place was his atttitude, and in turn that was rewarded with a note in an envelope with a tip on my departure. (I also take the time to make mention of extraordinary service in writing for the benefit of career advancement.) To guests reading this, when was the last time you did either?  When20150929_142514 thoroughly impressed I will likely ask to walk into your kitchens to praise the chef and the kitchen staff (usually resulting in a hug). Your wait staff, front desk staff, the concierge and the service staff usually know who I am because I ‘engage’ with everyone you have hired (and I do mean EVERYONE). And yes, I actively share on social media the (good) things that I notice.

“In bed my real love has always been the sleep that rescued me by allowing me to dream.”

~ Luigi Pirandello

It would be a great idea if management actually spent one night a week sleeping in every single room in rotation and applied a very critical evaluation to their sleep in said room. Springs that poke you in the back are not the way to win praise from your guests, replace them. The standard height for a chair or a sofa is between 26 and 30 inches so why would you let a designer convince you that a bed lower than this is optimal? Put your beds on a handsome frame, give the mattresses proper support and make them a height that anyone can sit on the edge of comfortably.  (I will also offer that the added height eases the stress on the backs of your housekeeping staff resulting in less days off or workman’s compensation claims.)

Those narrow strips of brocade or velvet at the foot of the bed are especially silly if they don’t even match the draperies or occasional pillows in the room, save the money, whereas a nice blanket is highly appreciated. You don’t have to turn down my bed and put a chocolate on the pillow (or offer me a small tray of them with a cordial – alcoholic or non) but it is very thoughtful.  Your sheets should be the highest quality your budget allows and there should never ever be a frayed hem, stain or hole in them. Same goes for towels, err on the side of generous in size and having thick terry robes or even lovely waffle woven ones wins serious points. It should be self-speaking that no guest should ever see black mold – you’d be amazed. Caulking should be maintained and/or replaced, facets and drains should work. Single use loofah mitts are biodegradable and eliminate the need for wash clothes (which seem to be an increasingly rare appointment in hotel bathrooms anyway).

20150831_192209~2~2

My pillows go everywhere.

I carry my own pillows with me.  Why? Because, with the greatest of exceptions, even fine hotels stock fiberfill pillows which are miserable and hot.

If your windows have three layers of curtains designed to ensure that your guests sleep well yet they are too short and the light creeps in (early morning or late night it doesn’t matter) – that’s an immediate fail. For goodness sake insist that the decorator add three inches to the overall length of the window PLUS whatever you need to hang them from rods to make certain that they cover your windows.

20150830_194906

Saddest. Plant. Ever.

Honest. This palm was sitting in the hallway leading to the wellness center and spa of a 5-star hotel I stayed at! Does this convey wellness to you? How many of staff members walked past this pitiful palm and yet didn’t ‘notice’ it?

Replace your lightbulbs! This should be perfectly logical but nothing says ‘down-on-the-heel’ or we’re not paying attention faster than a lightbulb here and there that is burned out.

Wi-Fi being slow isn’t even an option anymore. Test it. Put five staff members with devices in close proximity to one another throughout your facility and have them randomly watch videos, post photos and UPLOAD huge files – all the normal things we do as your guests – and if they can’t all do what they want simultaneously BUY MORE BANDWIDTH! Industry analytics are treading that (US) travelers (business and leisure) are now for swearing posh properties for value or economy hotels because these offer free, unlimited, always available Wi-Fi and luxury hotels are charging an additional $25 per day, per device. The old expression fits here “penny wise, pound foolish”.

Maintain your property with critical attention to detail. My business partner once waited 6 hours in a steam bath of a July hotel room for his AC to be fixed. He finally gave up and got into the shower only to finish and discover a ladder blocking access into his room and a man up in his ceiling finally dealing with the HVAC. This with no forewarning such as the simple courtesy of a knock on the door or a phone call! What’s more as the filter was taken down it was so caked with dust that an industrial vacuum was required to clean up the floor from beneath the ceiling to the door. Fail. Fail. Fail.

Which accommodation actually deserves four star designation? The bed & breakfast inn with exquisite (envelope) organic teas, made-to-order fresh truffle scrambled organic eggs, densely seeded home-baked bread (and a toaster) with small batch local fruit preserves or the hotel with Lipton 20150821_080944tea bags, buffet warmer scrambled eggs, with similar bread but no toaster and plastic packaged jams? It should be noted that the same bed and breakfast inn, staffed entirely by women, insisted on hauling my 35kgs of luggage upstairs (and then back down at check out) and the luxury hotel (staffed by muscled men) didn’t have a bell captain on duty.

I once left a pair of mixed suede and leather navy high heels outside my hotel room door at the Ritz-Carlton in Chicago for polishing, sadly they were returned in the morning universally polished (destroying the suede).  Management made it right by reimbursing me for a pair at the now defunct Marshall Field’s prior to my meeting later that day but training is obviously everything in preventing such ‘missteps’.

The realities of customer retention demand training your employees to become brand ambassadors in addition to their job descriptions. Everything that is right or wrong about your hospitality business is all too visible to your guests if not to you and your staff. It’s not an excuse but it’s easy to become inured to noticing details. Pay attention and you’ll never have to worry about how to bury bad reviews ever again.

Commarglo-Logo

We’d like manage your online reputation and showcase your property with resonate content that will only serve to enhance your brand, grow your audience base to drive incremental revenue and ensure that ‘your story’ is the best it can possibly be. Get in touch. Visit @Commarglo to learn more about leveraging social media for your brand.

A place in the clouds. Motovun.

a place in the clouds

View from the terrace of Villa Borgo, Motovun

A place in the clouds.

There is a lovely movie that I thought of when I wrote a tweet about the powerful emotions which Motovun has unleashed in me this week.

Where do I begin? The logistics that can be easily found anywhere? Images from the Internet? No matter what you expect by viewing thousands of these, none will do it justice. Until you see it, and more specifically experience Motovun, you will never “understand” and maybe some of you never will, and that is perfectly okay. I live without expectations, thus I am rarely disappointed. That expressed I am highly receptive to energies (both positive and negative) and from a purely 20150820_115622physical perspective ‘there is something VERY special here’. Something that has me vibrating at a higher frequency than perhaps I have ever felt anywhere before setting foot here six days ago. I can’t tell you what it is. Yet. But today, on the month anniversary of leaving the United States to participate in the Istrian Tourist Board’s #ShareIstria campaign with my business partner Ken Herron, I can tell you that the ache of leaving tomorrow morning for Buzet (a mere 22 kilometers away) might break my heart.

I am sitting here listening to Gibonni on YouTube as I type (what else could I be expected to be listening to?). A lovely breeze off the Adriatic an hour away to the west wafts through the open window of Villa Borgo kissing my skin. I have been working on this blog post mentally all week, and most of the day I have been ‘trying’ to capture what I have experienced here. It’s nearly impossible. When I set out two years ago on the path of discovery to find a REAL place to call home – not merely a place in which to accept mail and to reside – I thought it would be in Croatia someplace near the Adriatic, likely in Dalmatia. As much as I have swooned under the soaring heights of Scotland’s Munros and having skied on a great many hills across the United States and Canada I never imagined wanting to make my final permanent home at an elevation of more than 100 feet above sea level, least of all an hour away from falling from my bed to swim at dawn in salt water, but here I am.

20150818_145416-2Here in Motovun. Ancient stone streets. 441 metres of citadel walls and arches and its-never-been-conquered-by-an-invading-army-at-any-time-in-history. Five churches. Motovun perched above the Mirna River valley with its rich agricultural economy that produces 70% of all of the fresh produce in Istria surely is blessed by the heavens, here I fell into the rhythm of the place with the greatest of ease of any place, anywhere, I have ever visited or lived.

Of course gastronomes come for the truffles and the exquisitely prepared regional cuisine made of the freshest organic and slow food standards heartassociated with agroturizim here in Istria. I don’t think you can have a bad meal in Istria – anywhere. Though some meals which I have enjoyed both as part of the ShareIstria campaign and in the following three weeks have been beyond exquisite. Let it be understood that Istrian hospitality, while capable of offering tasting menus of perfectly prepared gourmet experiences you will still be stuffed at the end of any meal as though you were at your grandmother’s table and she thinks you look thin and pale. 😉 It’s said in Istria if you can still say the words “Ne mogu više “I can’t eat another bite” you still have room to eat more and another helping will be put on your plate. May I suggest you go to my Twitter account and search for #ShareIstria and #Motovun for a sampling of pictures of #foodporn which will surely prompt you to book a flight tomorrow.

I had a chance idea to (quite literally force) the inclusion of Klapa Motovun (they are new to Twitter please give them some love!) onto the ShareIstria campaign, I had no idea doing such would lead to my being Motovun’s guest for seven nights and foster a passionate desire to 20150820_211144~2become a Motovun citizen. The guys (of Klapa Motovun) having previously sung (at my request) Gibonni’s Lipa Moja in Vdonjan invited me to their rehearsal in Motovun’s iconic St. Stephan’s church, and surprised me in singing it again. This was basically a private concert in a sanctuary so perfect acoustically that the angels painted in frescoes on the soaring ceiling above surely were made real flesh and blood for four minutes. Such experiences cannot be purchased for any amount of money. These gifts alter the most essential aspect of who we are because they are given freely and from the heart; I have never felt so rich.

Yesterday I made the mayor of Motovun’s mother and sister both cry as I explained how I felt about their town. After speaking to Goran over a glass of his freshly squeezed grapefruit/orange/lemon 20150822_170717juice I followed a very elderly white haired lady as she methodically picked her way up the cobble-stoned hill that TripAdvisor reviewers have complained about doing – evidently she does this every day in her dress and cardigan and flat soled slippers. I found the most beautiful sewer grate on the planet, carved of stone, set into cobbles as I walked. Houses inhabited for four hundred (or more) years where nothing has really changed an ancient stone (or gorgeous antique metal) bench by the door can be found for ‘mental health purposes’. Despite the frenzy of activity and industry there’s 20150822_165006always enough time to talk, to be kind, to be a community of neighbours thoroughly welcoming of the astonishing scope of people from all over the world. All drawn inexplicably to this tiny town atop a 277 metre hill with the longest staircase in Istria – 1052 steps – which looks much as it did in the 12th and 13th centuries.

I finally, 10 hours after starting the writing of this blog post, did a search for “energy + Motovun” which got me this reference to something called “Dragon’s Furrows” and from there, suddenly, I had clarity about the sensation of feeling swamped with the energy of Motovun.

“an interesting study about “dragon’s furrows” in Istria. It’s about the directions of energy meridians and their converging points which are the sources of positive Earth energy. Energetic relations to the landscape, as Pogacnik stated, were known by the oldest civilizations, and their life, as well as buildings were organized due to the “dragon’s furrows” and their converging points. In this “Pogacnik system”, Motovun was the most powerful source of positive energy in Istria where three “dragon’s furrows” converge.”

The ‘how’ remains to be revealed but I believe I have come home to the place my soul has been seeking to return to my whole life (or lives).

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

AllThatINeedbizcardartfront