Travaasa Hana in Hawaii won HOTELS’ 2014 Social Hotel Award for Best Facebook Promotion, Property.
For the third 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. In 2014, HOTELS received more than 250 global entries for the awards, which were chosen by a panel of social media experts and the staff editors of HOTELS.
Travaasa Hana’s #HanaStateOfMind Facebook campaign highlighted various experiences offered at Travaasa Hana by featuring prizes that aligned with the brand’s five essential pillars (adventure, culinary, wellness, fitness and culture) and the Hawaiian experience.
The campaign included a four-week sweepstakes starting in January that featured daily giveaways to increase overall awareness and engagement with the brand. Users could enter once a day. The Grand Prize winner received a three-night Total Travaasa stay for two guests and two US$300 Visa gift cards to be used toward travel expenses. Sweepstakes winners were randomly selected from a pool of entrants who either booked 2014 travel directly through the Travaasa website or entered the sweepstakes through the Facebook app. The budget for the campaign was US$5,000.
Social media referrals totaled 3,281 visits, or 5% of overall web traffic to Travaasa.com, throughout the duration of the #HanaStateOfMind campaign. Of these referrals, 16 social media conversions resulted in US$14,800 in revenue.
For a complete list of the 2014 winners as well as a rundown of the judges, see the October issue of HOTELS.