You're Still Not Twittering, Are You?

You still think Twitter is a ridiculous waste of time, don’t you? You still think it’s a passing fad, like that Facebook thing, right? And even if it’s not, well, there’s probably no benefit for a hotel, is there?

Waste of time? Perhaps. Passing fad? Doubtful. No hotel benefit? Dead wrong.

You need only take a look at this extensive list of Twitter-happy hotels to realize that, if you’re not on the list, you’re quickly falling behind the social media curve. There’s more than 100 hotels on there, not to mention several corporate accounts like Aqua, Doubletree, Fairmont, Marriott and ResortQuest, to name but a few.

USA Today ran a story last week about how tourism businesses are using Twitter to fend off customer service crises before they spiral out of control:

Tablet Hotels utilizes its Twitter account similarly to JetBlue, keeping an eye on what customers are saying and what they can do improve their experience. "We had one of our TabletPlus members Twitter from the front desk when the hotel was giving her a hard time," Michael Davis, co-founder of Tablet Hotels, said. "We caught it within 30 seconds of posting and our customer service called the hotel to resolve."

"Customer problems can no longer be kept ‘quiet’ with the emergence of the Web," Davis said. The Marriott hotel group agrees, which is why they have not one, but two Twitter accounts. One serves as public relations and customer service vehicle, while the other focuses on Marriott’s efforts to go green.

"The most interesting way we used Twitter was after the attack on our Islamabad hotel," senior director of public relations for Marriott John Wolf said. "The responses were not only heartwarming but overwhelming. It really represented what social media is all about because the conversation was authentic and genuine, and because the replies came from people in so many nations."

The marketing, PR and even sales benefits to a hotel from Twitter are boundless, but it takes some engagement, creativity and time to cultivate a following. 

There are some great hotel examples to follow—Fairmont, Marriott, Milwaukee’s Iron Horse Hotel—but for my money, no hotel company does it better than the three-pronged Twittermonster of MGM Mirage. Luxor and MGM Grand each have their own well read and highly engaging Twitter feeds, complemented by a shadow feed (with 1,226 followers!) that serves to promote all MGM properties. All told, the MGM’s three Twitter accounts probably take a total of five minutes a day to tend to, but the incremental business and consumer goodwill they generate is worth so much more.

Ready to get started? Read my hotel beginner’s guide to Twitter.

Previous Twitter-Related Posts
The Gospel Of Twitter, According To Fairmont
Twittering The Days Away

(h/t to HotelChatter)