The Tweet Experience Hotel. Mobile World Congress February 2014 Barcelona

Transcription

1 The Tweet Experience Hotel Mobile World Congress February 2014 Barcelona

2 Tweet Experience Hotel Pilot projetc launch last Hotel in the Spanish island of Majorca,

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4 Connected, always on, unabashedly multitasking, and living across multiple screens each and every day. Live a digital lifestyle

5 Concept: Young target -Always connected

6 71% connected guest to social networks 61% Smartphone 27 % Tablets 12 % Laptops Cortesia Jason Travel

7 Concept: Create new guest experiences

8 Concept: social experiences

9 Objectives -#LowRiskPilot - learning project -Knowledge about #GuestProfiles -#Customized guest experiences -Test new channel for #RealTimeInteraction with guests -Using a disruptive concept to change the #perception of the destination

10 Why a Tweet Hotel?

11 # 7 Brands Total fans Top fans Women #1 Country US 56% #1 City Madrid 12%

12 Mobile travel research is growing US Mobile Travel Researchers* *Source: emarketer, April 2012

13 Travel-related conversations are growing on Twitter 12M Tweets per week 27% YoY Growth 10M 8M 6M 4M Sept 2012 Sept 2011 Sept 2013 Sept 2012

14 Twitter: mentions map

15 75%+ Access Twitter on a mobile device

16 Twitter Is Everywhere

17 Real-time Updates

18 Real-time interactions

19 The experience Twitter themed rooms Prestay engagement Social WiFi Social APP (#SocialWave) Experiences and engagement Twitter staff conversation

20 TWITTER PARTY SUITE

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22 #SOCIALWAVE THE APP

23 Guests at Sol Wave tweet with each other by logging onto Twitter via a special web app #socialwaveavailable only through the hotel's Wi-Fi. Once logged on, guests share pictures, send private messages, see who's online, find out where other visitors are staying inside the hotel and are able to send virtual kisses. by Kyana Gordon Aug 01, 2013

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26 WIFI CONNECTED WEB APP

27 WIFI CONNECTED WEB APP

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29 Twitter Staff ecosystem Pool Staff Local Community Manager Twitter staff BarStaff Twitter Concierge frontdesk Engaged guest Influencer Followers Shop staff Twitter Concierge Events staff

30 EMPLOYEE ENGAGEMENT Two in-residence Twitter Conciergesare devoted exclusively to the conversation with guests. They can engage guests with pre-arrival tweets, welcome check-in& check-outrequests via the app, link into the Twitter Party discussions and participate within the WIFI App conversations. Staff from bars,restaurantand front desk where trained to be part of the conversation, each one participating with their own personal hashtag.

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33 Egosystem: engage guest in social and mobile networks

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36 Passion for tweet

37 Passion for tweet

38 Global Conversation

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42 PERFORMANCES Pilot project: 106 days 85% of guest satisfaction new social guest database 1880 OrganicFollowers More than 3944 mentions More than 920 replies 375 favorites More than 1508 retweets Account impressions: aprox Total Number of media coverage: 435 media 41 countries

43 Social experience hotel: #heretostay

44 Meliá Hotels International The text, images, and other contents of this presentation are property of MELIA HOTELS INTERNATIONAL The partial or full transmission, use, distribution, or reproduction by any means of the contents of this contents can only be carried out with prior written permission from MELIA HOTELS INTERNATIONAL except if the contrary is indicated, or if they are used for private purposes and without infringement of the rights according to the law.