How the DoubleTree is Using Social Media to Expand
John Greenleaf talks about how the DoubleTree by Hilton is launching campaign to attract guests.
- Duration 8:49
- Date May 8, 2012
John Greenleaf talks about how the DoubleTree by Hilton is launching campaign to attract guests.
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A good point and now we're gonna switch over to -- -- now you -- beyond.
The vice president of DoubleTree by Hilton that -- yes -- -- -- site is expected psychologist Jeff I think twice.
I'm so done I -- prices if that's the hotel industry.
I -- prices to have an effect especially in leisure travel in the summer but we haven't seen that affecting our business this year so far.
Now while they've been high our business on weekends continues to increase and it's improved year over year -- Almost as much as our business travel midweek cats so we're we're cautiously optimistic for the military business overall -- businesses -- -- -- how -- treat different than the other Hilton hotel brands.
-- worldwide has ten hotel brands and DoubleTree by Hilton is an upscale full service hotel brand had so we come in price just below Hilton hotels and resorts.
-- and I was really shocked by in my notes I'm reading that your online booking has grown rapidly it's at 30% it is that means 30% of all bookings are down online.
We're almost 30% of all the luck on line well it's growing very quickly in fact our both our traffic on our revenue numbers are up 30% year over year -- -- so we're growing worth putting a lot of attention on our online marketing efforts especially in social media right we're really seeing a response will be introducing new web sites across all Hilton worldwide.
Which we really anticipates gonna cause that growth to accelerate.
Most people when they do book on -- are -- booking through the Hilton website or they've gone through Orbitz or third party sites.
We get more through the -- web sites and it through the online travel agencies.
Got and we're continuing to see a lot of growth in our online sites especially the -- -- we expect that pick up even more right and how exactly targeting online market.
We do well we spent about half a marketing dollars on DoubleTree on line and we do primarily what I'll -- transactional based advertising online.
They do very little that is purely for awareness because you can buy a hotel room on line.
That's what really seek to do is target our message very clearly against those who are in a position to buy hotel room are going to travel.
And work very hard to make that purchase attractive to them.
And that's very really focus our efforts.
John I was -- -- looked at some of the places where you're expanding.
Around the world Tanzania yes mean -- -- they're -- OK I do you have plans for another.
-- yet we might actually seated on these and my honeymoon.
And -- and hotels in Jordan and Panama and in Croatia -- and in Russia all over the world where can we how many countries we're now in 45 countries will be in thirty by the end of the year have been opened our first hotel outside the Americas until 2000.
-- we decide to expand and open -- hotel around the world what what kind of market you vote for one we are not representing -- or one where.
-- I feel like plant -- on the road especially for work.
-- all the hotels -- next to each other.
Well when we look to grow the DoubleTree by Hilton brand which didn't have an international presence.
We look at markets where there's a lot of very solid business like London where we now have -- hotels but we also look at markets where there's a need for a representation via global hotel brands and where we think we can generating good bit of business.
For are hotels and for the owners and that's why you'll see us opening hotels and in Panama for instance or in Tanzania.
Yes very interesting.
Okay see you have a new campaign called little things and what we would -- -- campaign and then what do we expect to see -- We'll DoubleTree by Hilton is the brand where the little things mean everything and I know you traveled so when you're traveling oftentimes give me something very smaller can make your travel experiences -- that is well can be sometimes -- simple -- warm smile when he checked and re warm chocolate chip cookie when you -- into -- -- -- had.
But once -- have -- -- we do -- everyone who checks in with us gets one my where they even market pundits said adding on him -- -- In the fourth grade you know that makes me he has warm chocolate cookies and I went that for the first time in twenty years.
Last week and still had the -- -- well we have.
And hotels here in New York -- yes stuff in.
But those little things project is something where you actually use social media and -- determine what some of those little things are -- ask people.
What are the little things that make your travel experience better and now we're taking that virtually towels.
How that's a good one.
Mom and if we know that -- be happy to help you have to travel.
But what we're doing now is are actually taking that virtual experiences social experience and taking on the road we're going to fifty cities with a -- -- event.
And you can come by will be at flat iron plaza tomorrow and tell us what are those little things and we'll offer you a chocolate chip cookie.
While we're outside and also some of the little things that are hotels -- New York offer their customers.
Which very often is free Wi-Fi while we're at the hotel will be a chart -- station -- -- their electronic devices and also you provide the chargers.
We we have charters tomorrow at the live at that pop up of that.
And a few charger line -- idea prices there because every device has a different chart there they do really knowing that we can help you out alone.
-- and also we're offering up what many people like which are.
Either tickets to -- discounts for events or local attractions of -- on business or pleasure.
You can enjoy your trip more or make better use of your time.
I don't viewers listening right now weigh in and toll with their little things -- they don't live in one of the fifty cities where you have your -- that.
Sure making -- DoubleTree -- hash tag little things.
And we'll listen to what she had to say and the other thing we do is take that information used to improve the hotel experience and our hotels yes.
And we also have a chance tomorrow you will.
We have -- we're calling a -- car where we're going to be monitoring all of our social media tomorrow.
And when things come up in New -- -- in the fifty cities were going to well actually put in the car and take it to you it's one of the little things that we picked from our.
Our social media traffic so it's a new and different way to take our social media.
And actually make it physical offering few in the markets where we're going to be going.
-- -- -- the idea of social media and then Twitter.
You know I just recently did a story and -- a lot of businesses are listening to what people sand Twitter because if you really in no way a customer.
All they have to do is sound off.
In some sort of social media and then you know it hurts your brand.
So more more companies have employees police saying the social networking sphere and then answering.
Some of the customer complaints what are your thoughts on that and how are you navigating -- we.
We do that we monitor all our social media traffic right we have people into a full time a kind of positions -- those.
The reserve manager positions that we haven't in different facilities throughout -- worldwide network isn't a manager of social media -- -- -- manager with that additional response they're people who do this exclusively flat.
-- -- Yeah and what we do you monitor that traffic we have examples where we'll hear something -- we'll be -- three from someone whenever hotels who has something me neither has an issue.
And we get the word back to the hotel to actually resolve the issue where their request that the guest has in the hotel there.
Are surprised and sometimes amazed that we were listening and random act on its effort.
-- that I could this really annoys me and we get it for regular viewers sometimes print and tweets that it was downright mean or.
Not an intelligent -- does not think have a complaint with something and and there's -- reason why -- complaining an -- it's another thing to sending irresponsible to me like I hate says.
You know just the idea idea is do you listen to those -- I don't wanna -- spellings was out of my head.
If you listen to -- irresponsible street stories and more the the real.
Honest disgruntled -- that well our attention to.
We see -- -- we read them on and we respond to those that we -- and help those people who are speaking with this -- in -- best -- we can you right there there somewhere it's it's different -- it's just -- BS holders.
-- hello I'm sorry.
I'm latency think you go through day or answer day to have any sort of feeds on the I don't know whether it's it's in the thousands from around a lot of -- on the put on the spot.
Comment from Vincent de Campo honor our in our life figures as my biggest issue with the hotel and usually -- -- Wallace.
That you can you get a group of spring breakers party next door what would your answer to the Fed policy and different.
Well we know that noises something that we hear from from guests from time to time and as we add hotels to the -- -- system is one of our concerns as one of the areas we're focusing attention on.
Is how can we make rooms quieter and how can we make the experience more personal look at what.
Travelers are looking for so we hear you and it's something we're focused on as they open -- new hotel.
I and a -- and honors member and I will be.
Focusing on the little things I'm excited to -- -- DoubleTree now pay attention to everything that we just -- discussed.
Things have anyone John Greenleaf vice president of the DoubleTree by Hilton sorry for a this currency should I understand there are.