Facebook is latest tool for hotel marketing – Sun

Looking to score a deal at a hotel on a room, meal, spa or special event? Check Facebook.

Consumers who read the Facebook pages of individual hotels – and especially those who “like” the Facebook pages of hotels – can snag discounts and also, receive insider information.

. And it’s particularly useful in South Florida, where residents have lots of full-service resorts nearby and plenty of out-of-towners visiting and where hoteliers are reaching out to draw more locals.

• Topics
• 
  Media Industry
  
• 
  Facebook
  
• 
  Hotel and Accommodation Industry
  
• See more topics »

Lauderdale-by-the-Sea resident Lawrence Ciambrello recently saved more than 25 percent staying at the nearby Royal Palms Resort Spa in Fort Lauderdale with out-of-town friends, thanks to Facebook.

“It’s all about making contacts,” said Ciambriello. “And once you make contact, they love you.”

Facebook expands deal options beyond hotel Web sites, Hotels.com or other travel sites. . “Like” the resort, and it can send offers directly to your Facebook newsfeed, said Susan Aichele, director of sales and marketing at the Atlantic Resort Spa on Fort Lauderdale beach. A sample deal might be: Our masseuse has slots free today from 3pm to 6pm. Come in this afternoon for massages at 20 percent off, she said.

Hoteliers say Facebook does more than help promote unsold rooms. It promotes dialogue with guests that can help improve service, build customer loyalty and increase business long-term. That applies both for out-of-towners and locals who may want to dine at a hotel restaurant, use its spa or attend its events.

That helps explain why the Seminole Hard Rock Hotel Casino entertainment complex in Hollywood has racked up one of the largest Facebook followings among South Florida hotels. More than 26,000 people have “liked” its Facebook page since he page launched in May 2009. The complex celebrated reaching 20,000 friends this spring, with a contest for fans and a free night’s stay as the prize.

The biggest group of Seminole Hard Rock fans are young adults, 25-35 years old, who often attend its night-time activities. More than half of its fans are women, said Ana Lanzas, the hotel’s public relations manager.

The Hard Rock engages the followers with more than discounts. It regularly posts photos and videos to draw interest. Those include “behind-the-scenes” shots, including some from its recent Motley Crue rock band concert. It also posts coupons and giveaways, such as a $10 casino voucher, Lanzas said.

To keep fans coming to the page, it also makes sure to monitor fan comments and address concerns in a timely way. Friends want to “know there’s actually a person responding and listening,” Lanzas said.

Starting a Facebook page and not updating it can backfire, pushing fans away, analysts say.

That’s why some hotels – including The Atlantic Resort Spa on Fort Lauderdale beach — are turning to outside contractors for help. Specialists assist in setting up the pages, supplying news and content, answering fans and building a fan base. They also help monitor results from the page, such as the number of rooms sold or spa sessions booked from Facebook offers.

The resort keeps a separate “deals” page among its Facebook pages, so that people seeking specials can find them fast and those not interested “are spared the posting clutter,” said Lori Menze of Incite Response from the Denver, CO area, which helps hotels develop their Facebook programs.

Menze suggests consumers use hotel Facebook pages not only to find deals but also request them. She told the story of a traveler who recently told The Atlantic it was his birthday that weekend and wanted a deal. Within 10 minutes, the resort responded with a phone number to call to reserve a deal for a night.

“Don’t be afraid to tell a hotel or resort what kind of deal you would like to see offered,” said Menze. “If you don’t see a deal you love, ask for it.”

dhemlock@tribune.com, 305-810-5009

Share and Enjoy