Social Influence Action Plan By Miriam Calegari

HCChotels brand consists of 6 hotels in Barcelona:

HCC St. Moritz, HCC Montblanc, HCC Covadonga, HCC ,Regente, HCC Taber and HCC Open

3, 4star-hotels

Target customers: schools’ groups, young couples, businessmen and tourists

Great location: close to touristic points and center city

HCChotels Barcelona

Barcelona is famous for its museums (Picaso, Miro, Gaudi), gothic and modern architecture (Sagrada Familia Church), parks (Guell, Cuitadella, Montjuic, etc), Flamenco dance, tapas (snacks), shopping mall (El Corte Ingles), luxury and trendy shops (Zara, Channel, Mango, Caroline Herrera, etc) beaches and mountains.

It has the best European Business School and first-rate international selection of universities

It is the second biggest town in Spain, concentrates more than 3300 foreign companies

Local attractions for tourists, businessmen and young students

Barcelona’s attractions

Current web site and chanel distribution

1. Old fashion website.

2. No social medias. 3. No pictures of local attractions or information. 4. Online distribution: OTAs such as Booking.com, Lastminute.com, EasytoBook.com, etc and Hotel web site.

Social Influence Action Plan

The HCC should : 1. Create effective Social Media Platforms such as

Facebook, Twitter to develop an interaction with customers and to know about its customers’ opinions and wishes.

2. Launch packages with local exhibitions and culture such as Flamenco’s performance, Casa Gaudi, Museum Picasso, etc.

3. Make the platforms’ links accessible on the hotel’s website. 4. Sponsor some Flamenco groups in traditional local restaurants. 5. Sponsor some local artists exhibition such as painters, sculptors, photographers, etc.

6. Create a partnership with the university. A link on the university website. Better offers for students’ families.

Social Influence Action Plan

7. Propose loyal cards on the website, which includes special offers and the access to the web site games with special gifts to winners.

8. Create Mobile applications for young customers shoppers (SoMoLo), for rush businessmen and tourists couples

Social Influence Action Plan

9. Post videos on the Youtube. Videos with staff ‘s participation, local exhibition or attraction. 10. Create a blog on the website in order to post their offers, packages, hotel community’s actions, local attractions’ pictures and information, etc. 11. Motivate the customers to share their experiences into the web site by posting their stories. Reward the best story’s poster with a special gift.

Social Influence Action Plan

12. Show its companies portfolio on the website.

13. Develop a specific social marketing plan for each hotel.

14. Answer the guests’ comments on TripAdvisor website.

Social Influence Action Plan

How to measure the social influence plan ?

Compare the number of Customers participation on website interaction Customers comments on social medias Customers attendance on the blog Average occupancy Revpar and GOPPAR (revenue) New customers stay at the hotel Conference rooms rent New companies partners

before and after the plan

An Excellent Example: Sheraton Amsterdam Airport Hotel

Sheraton Amsterdam Airport Hotel is present in all media platforms

An efficient Facebook page

Great interaction with customers

Amsterdam attractions on the Sheraton website

Customers’ participation on the website by sharing their stories

Answer to a good comment on the TripAdvisor website

Asnwer to a bad comment on the TripAdvisor Website

Thank you

By

Miriam Calegari