“Luxury hotel marketing has entered a new era, with top-tier hotels embracing digital platforms to enhance their services and engage with customers. Hotels are now using Twitter for concierge services, social geo-locating platforms to offer exclusive perks, Facebook for customer service, and YouTube to showcase their unique properties. This shift to online interaction is helping luxury hotels reach larger and more responsive audiences.
But who is leading the charge in this innovative approach, and how are they achieving success? In our ongoing series, “Luxury Hotels & Social Media,” Pursuitist interviews top executives from luxury hotel brands like Four Seasons, The Peninsula, Waldorf Astoria, and others to explore the industry’s best online strategies.
Today’s interview is with Julia Gajcak, Vice President of Corporate Communications and Global Marketing at The Leela Palaces, Hotels, and Resorts.
When asked why social media is important for The Leela, Gajcak explained that the company is focused on integrating all marketing platforms and aligning efforts strategically. Digital and social media play a key role in their communication efforts, as they facilitate two-way customer interactions through preferred channels. The Leela is currently relaunching its website with a strong emphasis on leveraging social strategies. Engaging with social audiences is an effective way to reach key influencers at local, national, and global levels. The company is excited to experiment and engage as a brand, recognizing that customers often share the best brand stories.
Regarding social media management, Gajcak mentioned that The Leela has a talented and high-performing team full of fresh ideas. With the new website launch, the company plans to invest more time and resources into social platforms, using tools like HootSuite and Revinate. The work is primarily managed by a dedicated social media head who coordinates messaging at both the brand and property levels, while the entire team collaborates on digital marketing, public relations, and marketing communications.
Gajcak highlighted that the most effective content for engaging users involves exclusive stories that allow the audience to be the first to know about something new and participate in unique offerings. There is a significant opportunity ahead for The Leela to engage with a whole new world of social audiences.
As for measurable results, Gajcak emphasized that social media is more about engagement than financial returns. The Leela’s Facebook fan base is close to 5,000, and with the new website launch, the company plans to proactively grow its corporate fan base and expand its reach through individual property pages.”