Challenge

Ninety-seven percent of consumers find new products, services, or businesses through social media, a trend particularly pronounced in the hotel sector as travelers seek out images and videos of accommodations. A hospitality conglomerate managing hotels like Marriott, IHG, and Hilton, faced challenges in handling social media efficiently and tailoring content for diverse brand standards. To stay relevant and secure reservations in each location, an individualized and proactive social media strategy was needed for every hotel. Generating such a large amount of localized content requires significant research, creativity, and time to understand local nuances.

The marketing team encountered key obstacles: managing a large content library, handling engagements alone, and creating localized content without onsite presence. These challenges led to heavy workloads, generic local content, delayed responses, harming online reputation, customer engagement, and sales.

Solution

The hotel management group found SOCi’s Co-Marketing Cloud platform and Genius Social uniquely positioned to support its marketing team’s goals:

• Efficiently manage social media engagements
  
• Streamline and increase efficiency in localized content creation

“SOCi helps us view engagements collectively, enabling us to identify patterns for enhancing guest experiences. When we can respond rapidly, especially with promotional content, more people are encouraged to book nights because they receive an answer from the hotel so quickly. We can now share collaborative feedback with GMs to implement updates that meet customers' real needs. SOCi enables us to understand people's preferences and make positive changes,” explained the social media marketing manager.

The integration of SOCi's Genius AI has revolutionized social media management for the hotel management group struggling to stay on top of social media for multiple brands of hotels in many locations. By centralizing social engagements with Genius Social, customer service and communication with hotel General Managers (GMs) has improved, resulting in enhanced guest satisfaction and customer-focused updates. With an impressive response rate of over 90% within 24 hours, the group efficiently manages customer messages, leading to increased engagement and bookings.

Overall, the integration of Genius Social optimizes time and resources, enabling a focus on high-value tasks, driving direct bookings, and supporting the company's social strategy.

Meet the Customer

This Hotel Management Group proudly manages a diverse collection of hotels across the United States, including luxury boutique hotels, beachfront resorts, and branded locations, in partnership with renowned names like Marriott, Intercontinental Hotel Group, Hilton, and Preferred Hotels. With a significant presence on the West Coast, Texas, Florida, and Mexico, the group offers accommodations for all types of travelers and is dedicated to providing exceptional service. The group's marketing team is small, but responsible for strategizing and executing marketing efforts across all locations and hotels. Managing all these diverse brand standards presents substantial challenges.

Meet the 

Visionary

Meet the Customer

Summary

Summary

With a response rate of over 90% within 24 hours, the group efficiently handles customer messages using SOCi's Genius AI, driving high engagement levels that boost bookings.

“Genius Social makes me feel good about my job – I don’t have to think so hard about content and responding to engagements, because it's always there. It accurately promotes all our hotels, we see it driving traffic back to our website, and more people are clicking on bookings as direct bookings are up,” noted the marketing manager.

Results and Impact

Operational Efficiency: By saving up to 6 hours each week, the team can focus on strategic, high-value tasks like creating video content and managing UGC partnerships.

Localized Content Driving Sales: Enhanced local posting has increased engagement and now exceeds industry standards. “The AI-generated localized content is invaluable for promoting locations and driving sales,” noted the marketing manager.

Centralized Social Engagement Management: Significantly enhanced customer service has directly increased sales. This move improves pattern recognition and communication with hotel GMs, leading to better services, guest satisfaction, and repeat bookings.

Response Time: By achieving a response rate of over 90% and resolving engagements within 24 hours, SOCi Genius significantly reduced the average resolution time from 10.5 days to just one day. Engagement Resolution Time has improved by 90%.

Resolution Rate: Prior to using SOCi Genius, the group's engagement resolution rate stood at 60%. After implementing Genius Social, it soared to 96%, marking a 60% improvement.

Google Bleu Scores: Scoring a 0.788 “Bleu” score, which quantifies the alterations in an AI-generated post, with a "good" range typically falling between 0.4 and 0.6. The group’s score indicates that the adjustments required for Genius Social posts were exceedingly minor.