Hotel del Coronado, San Diego, won HOTELS’ 2015 Social Hotel Award for Best Reputation Management, Property.
At the end of 2013, Hotel del Coronado accrued the largest social media following to date among key competitors, with more than 60,000 Facebook Fans and 6,000 Twitter followers, placing it at the top of the resort’s competitive set in total community size. However, the property was looking to require a very particular fan base: active and healthy travelers with a high discretionary spend. The property set forth with targeting potential guests opposed to just fans of the brand, using social media as a customer service hum and rewarding guests though giveaways and promotions for their social media engagement. Hotel del Coronado also installed a social friendly photo booth that allowed guests to share their pictures on Twitter and Facebook.
“The perfect social media campaign is one that speaks directly to what our fans are looking for,” says Sara Harper, director of marketing at Hotel Del Coronado. “We use our social media pages primarily as a listening tool, discovering what matters most to our fans and guests, and delivering that content to them.”
At press time, Hotel del Coronado had added 20,000 Facebook fans and 11,000 Twitter followers. Facebook user engagement has increased by 193% and an average of more than 459 tweets are sent per months. Social media promotions helped garner more than 77,000 impressions to reach 38,000 users and earned 1,200 likes.
