Hotel Owner Hotel Owner July 2017 digital - Page 6

MONTH IN REVIEW www.hotelowner.co.uk For inbound tourism to prosper long-term we need the Conservatives and DUP to champion our industry Deirdre Wells OBE SOCIAL MEDIA AccorHotels triples customer engagement with Hootsuite UKinbound has asked the new government to review its approach in Brexit negotiations after the electoral results “verified the electorate’s hard Brexit fears”. The travel association is calling on the Conservatives and DUP to implement a strong sector deal and visa reforms. UKinbound conducted a survey in May where 75% of respondents said implementing a strong sector deal and improving the visa process for key markets were their top priorities. UKinbound suggested that the government addressed the following points: n An immigration system flexible to business needs - residency rights for EU workers n Continued access to the Open Skies Agreement n Visa-free travel between the UK and the EU n A strong narrative promoting the UK as a welcoming destination Deirdre Wells OBE, chief executive officer, said: “The general election result clearly shows that the electorate is against a hard Brexit, and so is the UK inbound tourism industry. “Our members are calling for a continued strong relationship with the EU and the implementation of a sector deal that addresses issues such as the customs union, Open Skies Agreement and residency rights for EU workers.” 6 www.hotelowner.co.uk 2 3 4 5 6 PIPELINE UK tops European hotel development pipeline The United Kingdom is one of the top countries in Europe to show a pipeline of over 5,000 rooms in construction, according to data from STR. EUROPEAN UNION UKinbound asks government to prioritise tourism in Brexit talks 1 AccorHotels has tripled its customer engagement following a partnership with Hootsuite to develop its global platform, AccorHotels Social Desk. The hotel operator realised that social media was a “necessary way to engage guests” at every step in the buyer journey. The decision to make a new platform came when the group noticed that it wouldn’t be able to run the social accounts of its 4,200 hotels and 240,000 employees whilst “maintaining the consistent” voice of its brand. The platform gives social media tools, training, education and content to all its hotels. It reported a tripling in its customer engagement and a doubling in its internal adoption from hotels and lift in reach. The hotel group saw its 4.5 million followers increase to 10 million. AccorHotels is now encouraging other hotel groups to use its platform to engage with its own customers. Just four countries reported a pipeline of over 5,000, with Germany, Turkey and Russia following the UK. The UK currently has 15,119 rooms in construction in 114 projects. STR reported that as of May 2017, a total of 167,543 rooms in 1074 hotel projects were under development, which represents a 15.3% increase compared to the same time last year. The data includes projects in the in construction, final planning and planning stages but does not include projects in the unconfirmed stage. Europe reported 77,360 rooms in 487 projects in construction for the month. Based on the number of rooms, that showed a 21.3% increase in year-over- year comparisons. QUOTE OF THE MONTH “I was deeply shocked to hear what had happened and wanted to do something to help.” This was said by Ed Bracknell, GM of the Crowne Plaza Kensington, who has organised a charity dinner for the victims of the Grenfell Tower fire. July 2017