property can help you achieve your goals for growth in
followers as well as visitors to your hotel’s website without
breaking the bank. The Langham, Boston recently invited
a small group of carefully chosen local-area influencers
to attend their world-famous Chocolate Bar brunch for
Galentine’s Day – a version of Valentine’s Day that is
about celebrating female friendship and is trending on
social media. For just the cost of brunch for 10 people, the
hotel received 60 posts and Instagram stories throughout
the day, which led to an overall reach increase of 137%,
including 2,763 visits to the hotel’s profile page, 325
website clicks, and a 10% increase in their total number of
Instagram followers – within the first two days!
Once you have set the stage for your guests to want
to share content about your hotel, it is imperative that
your hotel then engages with these content creators.
A comment on their post thanking them for sharing
their experience on Instagram is always appreciated. The
most impactful method of letting your guests know you
appreciate their business and their choice to share their
experience is to repost their content, with their permission.
This validates them to their followers but also gives your
hotel the opportunity to share more diverse content on
your Instagram page with your followers – a win-win for
everyone.
About the author
Louise O’Brien is the Regional Public Relations Director for
Langham Hospitality Group in North America, directly overseeing
the public relations efforts for five hotels in North America, and
acting as the liaison for all North American press initiatives
on behalf of the Langham Hospitality Group hotels around the
world. Prior to joining the team at Langham, Louise was a Vice
President at DKC, in the hospitality and lifestyle divisions, focusing
on launching hotels, restaurants and bars in New York, Chicago,
Miami and around the world. She spent the previous portion of
her nearly 15 year career as a destination specialist, serving as an
Account Director on the South African Tourism account at Hawkins
International in New York; Media Relations expert on the Las Vegas
Convention & Visitors Authority account for R&R Partners in Las
Vegas; and Media Relations Manager for the French Government
Tourist Office (now Atout France), servicing the entire United States.
Louise started her career at KWE Associates, which was her first
introduction to both public relations and the world of hospitality
and tourism. A passionate traveler, she has visited nearly every
continent and speaks conversational French and Spanish – or at
least she tries. A graduate of Hofstra University, Louise majored in
Philosophy and English and was a member of the Alpha Theta Beta
sorority and served as Editor in Chief of The Chronicle, Hofstra’s
weekly newspaper. Louise is a native of New York City.