Top 5 Luxury Hotel Brands on Twitter
Twitter has taken both traditional and new media by storm these past few months and our clients at Murphy O’Brien have been asking us on a daily basis if and how they should get involved in social media. For the right company, Twitter is a powerful tool for your toolbox but should not be viewed as the end-all, be-all of a brand’s marketing efforts. Marketing should be looked at comprehensively – how are advertising, public relations, social media, and marketing working together to craft a brand image and an authentic brand voice? Over the past few months, several 5-star hotels have emerged as using Twitter wisely and effectively. They have found a transparent brand voice and engaged their followers all while not sacrificing the exclusivity and quality of their high-end brand. Here are my top 5 picks of who’s using this social media tool well and why:
Fairmont Hotels (@fairmonthotels): Followers – 3,531
Providing “Suite Tweets” to its followers, Mike Taylor, designated Tweeter on behalf of the hotel group, does an outstanding job of engaging followers with a flurry of @ replies, behind-the-scenes TwitPics, general hotel industry news as well as updates and special offers from the Fairmont Hotels.
Hotel Casa del Mar (@casadelmar): Followers – 1,035
The Casa del Mar Twitter feed consists mostly of property updates, however, they effectively capture the romantic, beachfront atmosphere of the hotel and provide followers with tips from various property experts – wellness tips from their Wellness Director, etc. Their special hotel rates for their Twitter followers makes me want to pick up and permanently move to the beach.
Four Seasons Resorts (@Four_Seasons): Followers – 2,378
Four Seasons Resorts provides their Twitter followers with a bevy of “insider” views through their Twitter profile. Get spring cleaning tips from their world-class housekeeping staff, the latest information on their Spa offerings with the Himalaya Salt Scrub, and learn about their new Pool Concierge service. You can even learn how to prepare and drink Mate, the national drink of Uruguay. Sign me up!
The Citizen Hotel (@thecitizenhotel): Followers – 1,235
The Citizen Hotel is a Joie de Vivre hotel and is Sacramento’s answer to LA’s trendy, “Bazaar” hotels. The Twitter profile has the most unique, quirky voice of this group and does a fantastic job of engaging local Sac-town media through Twitter. They provide followers with information about fun, local area events and generally make the California state capital feel like the next, best hot travel destination we’ve all been missing out on! The hotel’s restaurant has also recently joined Twitter (@DineGrange) and highlight’s the organic and inventive menu.
The Ritz-Carlton (@simonfcooper , @ritzcarltonpr , @brucehimelstein): Combined Followers – 1,344
Ritz-Carlton’s PR team has President Simon Cooper saying all the right things about the brand’s foray into social media. They’re backing it up, too by having the top execs in this world-renowned hotel group Tweet on behalf of the company – from the President, to the PR team themselves, to Bruce Himelstein, SVP of Sales and Marketing – each and all providing a unique perspective on their respective roles in the company. For me, getting a sneak-peak into the life of an executive as recognized as Simon Cooper is in the hospitality industry, is pretty exciting – even if he’s only Tweeted seven times. From his TwitPics of his weekend hangout spot to his candid conversation with the Luxury Channel in London about how Ritz-Carlton has dealt with the challenges facing luxury brands, it’s an interesting read I want to be in on.
Christine Kirk is a PR representative and social media explorer for luxury brands including travel, real estate and food/beverage, at Murphy O’Brien Public Relations in Los Angeles. She also holds the position of PR Manager for the Los Angeles chapter of Girls in Tech. She can be reached at ckirk@murphyobrien.com or @luxuryprgal.
June 10th, 2009 at 2:32 pm
Hi Christine,
I agree that the Ritz-Carlton and Fairmont Hotels are both doing a good job of promoting their brand on Twitter.
As a Lodging Editor, I can tell you that one of the worst things a luxury hotel can do is create a twitter account and then abandon it . Social media is about building relationships and creating conversation with customers and potential customers.
I appreciate when hotels include the names of the folks tweeting on their behalf. I also think its a good idea for hotels to offer twiter discounts. It can be as simple as a compllimentary appetizer at the hotel restaurant or a nice pen. Offer something worthwhile to make people want to follow your updates, including insider tips, your favorite room at the hotel, etc.
Follow me on Twitter @Nancydbrown for all things travel related.
June 11th, 2009 at 8:06 am
Hi Christine
Great article on the emerging force of social media. I know that at the Citizen Hotel we believe this has the potential to dramatically change the traditional discipline of advertising in the same way the internet changed the hotel industries booking channel distribution strategies. I would like to acknowledge Sarah Essary as the driving force behind The Citizen Hotel’s success on Twitter. Thank you Sarah!
Mark Mathews
General Manager/Managing Director
The Citizen Hotel & Grange Restaurant
June 17th, 2009 at 10:56 am
Great list, with hopes of more to come! By the way, several individual Four Seasons are on Twitter as well (my favorite: @FSMaui). Also, the JDV group is on (@JDVHotels).
Cheers,
Dave (@djwhelan)
June 17th, 2009 at 2:40 pm
Spot on hotel Twitter picks, Christine. Thanks for the story!
I’m a travel writer covering luxury cruise brands and Lindblad Expeditions (@LindbladExp), Crystal Cruises (@crystalcruises), and SeaDream Yacht Club (@seadream_sd1 and @seadream_sd2) all send out informative and fun tweets. Definitely worth following.
Andrea
@luxcruisebible
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