The Tweet Experience Hotel EyeforTravel@ Mobile World Congress 2014 26 February 2014 Barcelona
Tweet Experience Hotel Pilot projetc launch last summer @SolWaveHouse Hotel in the Spanish island of Majorca,
Connected, always on, unabashedly multitasking, and living across multiple screens each and every day. Live a digital lifestyle
Concept: Young target -Always connected
Client@SolwaveHouse: 71% connected guest to social networks 61% Smartphone 27 % Tablets 12 % Laptops Cortesia Jason Legan @NyTimes Travel
Concept: Create new guest experiences
Concept: social experiences
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
Why a Tweet Hotel?
# 7 Brands Total 1.250.000 fans Top fans Women 25-34 #1 Country US 56% #1 City Madrid 12%
Mobile travel research is growing US Mobile Travel Researchers* *Source: emarketer, April 2012
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
Twitter: mentions map courtesy@twitterads
75%+ Access Twitter on a mobile device
Twitter Is Everywhere
Real-time Updates
Real-time interactions
The experience Twitter themed rooms Prestay engagement Social WiFi Social APP (#SocialWave) Experiences and engagement Twitter staff conversation
TWITTER PARTY SUITE
http://www.youtube.com/watch?v=yad1whrlhns
#SOCIALWAVE THE APP
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
WIFI CONNECTED WEB APP
WIFI CONNECTED WEB APP
Twitter Staff ecosystem Pool Staff Local Community Manager Twitter staff BarStaff Twitter Concierge frontdesk Engaged guest Influencer Followers Shop staff Twitter Concierge Events staff
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.
Egosystem: engage guest in social and mobile networks
Passion for tweet
Passion for tweet
Global Conversation
PERFORMANCES Pilot project: 106 days 85% of guest satisfaction 4.495 new social guest database 1880 OrganicFollowers More than 3944 mentions More than 920 replies 375 favorites More than 1508 retweets Account impressions: 5.300.211aprox Total Number of media coverage: 435 media 41 countries
Social experience hotel: #heretostay
#gracias @marcofanton 2014 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.