For the fourth straight year, HOTELS is honoring the best of social media in the hotel industry with the Social Hotel Awards. The awards are presented in seven categories ranging from Best Facebook Page to Best Digital Video Campaign, and for each category, both a brand and a property are honored
Fairmont Hotels & Resorts’ objective for its brand page was to continually increase awareness within its fan base, drive engagement and convert Fairmont President’s Club members to Facebook fans. Fairmont’s Facebook page is also meant to be a source of travel inspiration for perspective Fairmont guests, who may be less familiar with the brand. With more than 85% of its customer base residing in North America, Fairmont also geo-targets some of its Facebook content, including contests and promotions, toward people who live in Canada and the United States.
Over the course of 2014 and the first quarter of 2015, significant growth was seen on its Facebook page from 105,662 fans to 184,183 fans. The page also generated almost 131 million impressions. Additionally, more than US$3 million in incremental room-booking revenue was generated throughout the year via social media, the majority of which was attributed to Facebook and strategic advertising tactics.
For a complete list of the 2015 Social Hotel Awards winners as well as a rundown of the judges, see the October issue of HOTELS.