Fairmont presentation
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Fairmont Hotels & Resorts is a Canadian hotel chain established in 1907. It operates sustainably and has led environmental stewardship initiatives. To attract customers, Fairmont uses various social media like Pinterest and apps. Areas for improvement include being more interactive using technologies like interactive conference rooms. Fairmont could also advertise its brand more through digital initiatives like a concierge app and private networking. This would help it compete better with online travel agencies and increase its currently low digital IQ ranking.
Fairmont presentation
- 2. Hotel Presentation Canadian largest hotel chain in North America, buit in 1907 in San Francisco Fairmont Hotels & Resorts is operating in a socially and environmentally sustainable fashion It has been a leader in the area of environmental stewardship through its award-winning Green Partnership Program
- 3. Customer Decison Journey ● Huge Communication on Pinterest which is a good approach for instance for bridal accounts : -They pin on the pictures (venues, decoration, cake, …) and they can share with others. That gets the word out there Also the usual social network, which is just obligation now for any hotel brand that wants to be known. Cell phone app, to book a room online and live, app that you can download straight from the official website
- 4. Area to improve ● ● Be more interactive : as in maybe create bornes in airport that smartphone can scan and see the availability and every service that the hotel has to offer (for instance create an interactive conference room) More visibility, even if its a luxury hotel, they still need to advertise their brand and communicate on it
- 5. Digital Marketing Initiatives ● ● « A concierge in your pocket » : next generation type of bookings and access to services VPN (virtual private network) that allows company to have there own private « chatroom » with every services that internet offers plus security
- 6. Compete with OTAs ● Create their own plateform, of online traveling Since they have partnership with airlines, BMW, amex, mastercard, visa... Maybe have a special offer with a credit card company : make a package with hotel and ticket plane at a discounted price if you use your visa to pay
- 7. Sharing is caring ● ● ● ● Sharing creates brand awareness, which is the first step in the customer decision journey It also means more visibility, and every time you see the brand it generates word of mouth which is publicity Sharing on the brand creates loyalty, meaning consideration for the customers and helps for the decision making Sharing with the guests while in house and after
- 8. Fairmont provokes sharing ● By hosting events related to new generation technology, creating a new app for the occasion ● Partnership with local cellphone operators ● More pics on pinterest ● Of course keep posting on social network ● Stay out there
- 9. th Fairmont is only 9 on digital IQ ● ● ● Even if the Fairmont is a hotel in touch with the new technologies There are a lot of areas that needs to be improved More sharing, more informal advertising (more posts on current events)
- 10. th Fairmont is only 9 on digital IQ ● ● ● Even if the Fairmont is a hotel in touch with the new technologies There are a lot of areas that needs to be improved More sharing, more informal advertising (more posts on current events)