| Luxury Hotels & Social Media: The Peninsula New York “Luxury hotel marketing has entered a new era, with top-tier hotels increasingly using digital platforms to connect with guests in innovative ways. These hotels are now utilizing Twitter for concierge services, social geo-locating platforms to offer exclusive perks, Facebook for customer service, and YouTube to showcase their properties. This shift to online engagement is helping luxury hotels reach new, responsive audiences, solidifying the internet as the latest destination for luxury travel. But who is leading this trend, and what strategies are they using to succeed? In our ongoing series, “Luxury Hotels & Social Media,” Pursuitist interviews top executives from luxury hotel brands like Four Seasons, Ritz-Carlton, and Waldorf Astoria to explore the industry’s best online practices. Today, we spoke with Tricia Rosentreter, Regional Director of Communications at The Peninsula New York. Rosentreter emphasized that social media is crucial for The Peninsula New York because it allows the hotel to engage with guests on a peer-to-peer level. Social media offers the unique opportunity to share relevant information with fans and followers while receiving instant feedback—something that was previously only possible through in-person interactions within the hotel. At The Peninsula New York, one full-time e-commerce manager handles social media campaigns. This manager uses a variety of tools to manage both online user review sites and various social media platforms. Rosentreter also highlighted that the most effective content is both informational and educational. For instance, posts that share restaurant or shopping tips from the concierge tend to do well, as do posts that offer fun facts, such as a beautiful shot of the lobby’s floral arrangement along with details about the flowers and care tips. The goal is to strike a balance between promoting hotel packages and restaurant specials while providing engaging, informative content.” |