Hospitality and Hotel Management

Questions: Task 1:1.Identify the various social media methods utilized by the hotels we visited in week 2. 2.What are the different market segments they are communicating with via social media? 3.How do they engage with their customers via social media? 4.How do they handle both positive and negative feedback on social media? 5.If they are part of a larger chain, how does what they do fit in with the brand as a whole? Task 2:1.How are positive reviews handled? 2.How are negative reviews handled? 3.Identify a competitor property and compare to any of The Library Hotel Collection 4.properties. Do they handle their TripAdvisor reviews similarly or are they different? Answers: Task 1: 1. Various social media methods utilized by the hotels Casablanca Hotel NYC utilizing Gooogle+, Twitter, Facebook, Youtube, Pinterest and Instagram to connect with customers for the communication and to influence customers and to get in touch with them by uploading their services, photos, and receive feedback from customers (Casablancahotel.com). Double tree by Hilton Chelsea is also using social media like Facebook, Twitter and Instagram for their social communication with customers (Doubletree.hilton.com). 2. Different market segments Casablanca Hotel and Double tree using social media for targeting luxury customers, corporate customers and business travelers as their customer (Erdomu, rem and Mesut p-1356). As both the hotels are offering high priced room with luxury, their main segment is a luxury customer. 3. Engagement with their customers via social media Both the hotels are trying to engage their customers through social media by offering their on-season and off-season offer to their customers and various photos and update on their hotels. They keep their accounts updated with their offerings and discounts for their regular and new customers as well (Erdomu, rem and Mesut p-1356). 4. Handling both positive and negative feedback Casablanca Hotel NYC and Double tree by Hilton deals with hundreds of customer every week. Maximum of customers give positive feedback for the services they provide, and few gives negative feedbacks also. Positive feedback motivates hotel to deliver more to the customers, and they receive positive feedback as motivation. Negative feedback helps to improve their services in future. They accept both feedbacks positively and deliver best out of that. 5. Do they fit to brand in large chain Casablanca and Double tree hotels are working in the very limited area around New York destination. But if they become a part of a larger chain, they can maintain the brand name with their services and stay in hotels. But initially, they may face some problem because they don't have the experience of different nations and the taste and preferences for the new destination. Task 2: 1. Handling positive feedback The four New York library hotel collection properties on Tripadvisor are the Library Hotel at Brayant Park, Casablanca Hotel Timesquare, Hotel Giraffe Maddison square and Hotel Elysee at Central Park. They handle their positive feedback as compliment and try to implement the positive feedback for improvement. These four hotel deals with different types of guest like business travelers, families, newly married couple and random travelers (Torres, et al., p -225) They concentrate over the entire customer and share all their positive feedback by all the four hotels to implement the positive feedback so as to give more comfortable stay to the regular and new customers. 2. Handling negative feedback The library hotel collection gets negative feedback also. For example during 2003-04 the difference between two hotels among this four were on different level; hotel Giraffe was at 3rd in rank by tripadvisor and one was at 56th. The library hotel collection called all the general managers, managing directors and leader of hotels and planned to consider all the negative comment for the improvement (Torres, et al., p-225). The four hotels managed negative feedback by applying the positive comments of one hotel for the improvement of another hotel. They recorded all the magic and special moments that gave satisfaction to guests and tried to implement that in all the hotels so that all the four properties of library collection can maintain same standard to avoid negative feedback. They implemented positive comments of Hotel Giraffe in Hotel Elysee for the improvement and brought all the company in same level. These four library collection properties provide best service with respect to c ustomer satisfaction among all other Hotels in NewYork city. 3. Competition from hotel Gresham Palace Hotel Giraffe in Maddison Square is one of the properties of the hotel library collection and having very high customer reputation on their infrastructure and services. Hotel Giraffe is 3rd in rank out of 331 hotels in NewYork city and getting competition from Hotel Gresham Palace, which is second in rank. Gresham Palace is offering top amenities and better location. Hotel Gresham Palace is neo classic palace situated in Hungary. Both the hotels are in neck to neck competition serving the luxury to business travelers and corporate customers. Following is the comparison between the services they are offering. Hotel Giraffe Four season hotel Gresham Palace Dream of love- romance package Business centre Complimentary continental breakfast Currency exchange office Wine and cheese reception Age-appropriate childrens amenities Stay longer save more offers Fitness facilities and spa Health club passes Early morning coffee service in the lobby Table 1: service comparison (Sources: created by Author) 4. Competitors feedback handling Four Season Hotel Gresham Palace also uses social media like TripAdvisor to get the review from the customers. In the hotel industry, almost every hotel follows same technique to handle the review from their customers (Ruizalba et al. p-11). Four seasons hotel Gresham Palace also takes positive feedback as a compliment to welcome customers again. And negative feedback is a scope for development to overcome the short coming of hotel reputation. The Library Hotel collection provides best customer feedback by mailing them or by making a call for the comfortable stay next time. Hotel service is always customer based, and they treat them as ultimate representative (Tripadvisor.co.uk). References Doubletree By Hilton - Find Hotel Rooms".Doubletree.hilton.com. N.p., 2016. Web. 28 Mar. 2016. Erdomu, rem Eren, and Mesut Cicek. "The impact of social media marketing on brand loyalty."Procedia-Social and Behavioral Sciences58 (2012): 1353-1360. Ruizalba, Jos L., et al. "Internal market orientation: An empirical research in hotel sector."International Journal of Hospitality Management38 (2014): 11-19. The Casablanca Hotel Times Square - OFFICIAL SITE - Best Luxury Boutique Hotel New York".Casablancahotel.com. N.p., 2016. Web. 28 Mar. 2016. Torres, Edwin N., et al. "The Use of Consumer-Generated Feedback in the Hotel Industry: Current Practices and Their Effects on Quality."International Journal of Hospitality Tourism Administration16.3 (2015): 224-250. Tripadvisor: Read Reviews, Compare Prices Book".Tripadvisor.co.uk. N.p., 2016. Web. 28 Mar. 2016.