Fairmont Hotels and Resorts, Toronto, won the 2012 Social Hotel Award for best Twitter account, brand.
To see all the Social Hotel Award winners, click here to go to the winners index or click here to read about them in the September digital edition of HOTELS Magazine.
In addition to engaging customers and followers with content, Fairmont gives exclusive offers via its Twitter account to drive revenue such as Twitter-only rate discounts as low as C$119 (US$118) at hotels like The Fairmont Empress in Victoria and complimentary appetizers.
Fairmont also partnered with EMI and Random House to offer Twitter followers new books and music. For example, the brand worked with EMI to give 500 fans a free download of Coldplay’s song “Paradise.” The purpose is to “surprise and delight” followers to build loyalty and strengthen the idea that Fairmont hotels are places where memorable experiences happen.
Discounted social media rate offers created about US$12,000 in revenue from bookings and added 8,000 new followers in response to the offer.