“Luxury hotel marketing has evolved, with top-tier hotels now using digital platforms like Twitter for concierge services, geo-locating apps to offer exclusive gifts, Facebook for customer service, and YouTube to showcase their properties. This shift to online engagement is helping luxury hotels connect with larger, more responsive audiences, making the internet a crucial destination for luxury travel.
But who is leading this wave of innovation, and what strategies are proving successful? In our ongoing series, “Luxury Hotels & Social Media,” Pursuitist interviews top executives from luxury hotel brands like Four Seasons, The Peninsula, and Waldorf Astoria to gain insights into the industry’s best online practices.
In today’s feature, we spoke with Lily Lorenzo, Marketing and Communications Manager at The Plaza Hotel.
Lorenzo explained that social media is vital for The Plaza because it helps maintain connections with guests who have made memories at the hotel over the years. Social media allows The Plaza to keep these bonds strong, offering a way to communicate with guests regardless of where they live or how often they visit.
At The Plaza, the Marketing & Communications Manager manages all social media channels, ensuring the hotel’s voice is consistent across platforms.
Lorenzo highlighted that Plaza trivia is particularly popular with their Facebook fans. Whether it’s about the hotel’s movie appearances, 19th-century history, or architectural influences, fans love sharing their knowledge. With 105 years of history, The Plaza has plenty of content to keep challenging its audience.
She also noted that the value of social media is evident when interacting with guests, both current and past, on Twitter or Facebook. This additional communication channel has become an important resource for guests, offering a way to connect that didn’t exist just a few years ago. It also provides The Plaza with another opportunity to recognize and engage with their guests, whether they’re new or returning.”