Number 10th ranked of top 30 UK Hotels on Twitter
SOSTAC analysis
Situation
Best Western is the second most recognized mid market hotel
brand in Great Britain and now they want to be number one.
Objective
- Repositioning themselves as a ‘Hotels with Personality’ (Logo/slogan in the twitter page). The positioning is not just about marketing strategy it is about the whole experience offered by Best Western from booking the hotel to the stay itself and our campaign aims to reflect all of the unique qualities and personalities that make a stay in an independent hotel special.
- Create brand awareness
- Increased interaction with customers and potential customers (E.g. new links pointing to hotel website)
- Rankings in Search engines
- Increased traffic to their website
- Save cost – using word of mouth
Strategy
- Using Twitter as a source to keep in touch with the customer (Brand loyalty), Get the feedback from the customer, and do the PR & Promotion of the hotel. People can get all the news and promotion every time and everywhere by checking the twitter from their mobile.
- Main to targeting growth in the leisure sector but also scope to capture more of the corporate market too.
- Follow their competitors so they can get the information from them.
- Collect the database of the customer (E.g. they tweet something like ‘Give us the email to received the news or promotion from us’ or Please email your Best Western Rewards number)
Tactics
- Introduce ‘Social Media campaign’ to give away a weekend break every half hour for 24 hours.
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