So, which guests respond to social media, and what do they use it for in our industry? - Wilna 

What is the impact of social media before, during and after a hotel stay?
by Kevin May

Perhaps more than any other sector of the industry, hotels are trying to understand how people and social networks affect bussiness so they can shape their marketing and, indeed, how they weave the original Four Ps into a wider strategy.

Place the blame squarely on the shoulders TripAdvisor or other social networks, but customers have a hell of a lot more power than they did just ten years ago.

Hotel chain Accor has been trying to get its head around some of these relatively new influences on its business, so commissioned a large study of consumers in Asia to understand more about how they use social media as part of their research and shopping for hotel stays, plus its role when they actually experience the product.

In a speech during WIT, director of hotel solutions in Asia-Pacific, Emilie Couton, outlined the results of the study which was carried out during July and August with 5,400 people from 11 countries in the region.

The survey was conducted with a combination of members of its loyalty programme (45%) and random guests at its hotels (55%).

Here are some of the results:

What types of travel brands do consumer follow or like on social media channels?

• Hotels – 46%
• Airlines – 40%
• Other travel-related (tourism boards, etc) – 39%

What motivates consumers to follow or like travel brands?

• Discounts and special offers – 77%
• Get information and updates – 64%
• Show affinity – 38%

In terms of purchasing decisions, what motivates consumers the most?

• Pricing – 60%
• Location – 58%
• User reviews and ratings – 28%

Where do consumers think is the most trustworthy place for reviews?

• Social networks – 40%
• Online travel agencies – 40%
• Hotel websites – 13%

Where are consumers looking for information about hotels?

• Hotel websites – 57%
• Online travel agencies – 54%
• Review websites – 26%
• Asking friends – 14%
• Travel blogs – 8%
• Hotel accounts on social media – 8%

Where are consumers most keen to give feedback on hotels located?

• China – 74%
• Philippines – 73%
• Indonesia – 72%
• Thailand – 69%
• India – 65%
• Singapore – 62%
• Australia – 59%
• New Zealand – 59%
• Hong Kong – 58%

What are the most popular methods for giving feedback about a hotel?

• Satisfaction survey – 29%
• Comment card – 19%
• Online review sites – 14%

What are the favourite methods for giving positive or negative feedback during a stay?

Positive:

• Tell staff directly – 28%
• Complete satisfaction survey – 16%
• Send an email/write a review – 14%

Negative:

• Tell staff directly – 34%
• Send an email – 18%
• Comment card/satisfaction survey – 12%

- See more at TOONZ

Hotels are looking at client's changing needs and adapting their offerings - with technology demands forcing the most changes. - Wilna 

By Jodie Jacobs, Special to Tribune Newspapers

In trying to meet customer demands, hotels have done the comfortable bed and bedding bit. They've added healthy menu items. And now they are picking up on social media traffic.

Lobby makeovers feature open spaces, plug-in places, comfortable seating and attractive design that encourage work on iPads and laptops and chatting in person or by text. And you don't have to go up to your hotel room for it. Older hotels are updating as newer ones are tech savvy to start. Here are some examples in Chicago:

Marriott International: "In the past, hotel guests were 'siloed.' They would return from a meeting or event and take the elevator up to the room. Now they can meet and stay in the lobby. There is space to relax, eat, drink," said Peggy Fang Roe, Marriott International's vice president of global operations, based in Bethesda, Md.

"About 18 months ago, we researched the next generation of travelers' mindset. They have a mobile, social and more cellular mindset," Roe said.

Marriott has translated that into an app that allows online check-in, similar to the airlines' digital procedure. When guests arrive, they give name and ID to an agent, who goes to a pod where the key is waiting. The app was rolled out at the Chicago Marriott Downtown Magnificent Mile this fall.

Guest room updates include convenient placement for charging electronics and connections next to a chair or bed. "A lot of people don't sit at a desk," Roe said. "Our philosophy is to enable you to use the technology you bring."

Hyatt Regency Chicago: Airport-style self-check-in came to the Hyatt Regency Chicago in a multimillion-dollar makeover unveiled in April.

A guest goes to a touch-screen iPad kiosk, punches in a name and confirmation number and scans a credit card to have the kiosk spit out the key. Face-to-face registration is still available, however.

Public area work spaces dot the ground floor and second levels. Movable stations where guests can plug in mobile devices are tucked under the escalator, and plug-in outlets are strategically spaced along windows near the Wacker Drive entrance. Up a level, the sky bridge connecting the east and west towers has become popular to plug in or kick back.

In addition, American Craft Restaurant and Bar and the Market reflect the locally sourced food trend.

"Several elements were incorporated as a direct result of our guest feedback," general manager Patrick Donelly said.

Radisson Blu Aqua: Pierre-Louis Giacotto, Radisson Blu Aqua's general manager, added another element in the hotel trend mix: the environment. Located in architect Jeanne Gang's Aqua Tower, whose undulating exterior made it an instant landmark, the hotel boasts operations and construction certified as Leadership in Energy and Environmental Design (LEED), as determined by the Green Building Certification Institute.

Guest rooms have light sensors that turn lights on upon entry and off after leaving. Instead of printed information, Intelity ICE (Interactive Customer Experience), an electronic hotel management system that operates on the room's TV and hotel iPads, assists guests with room service, wake-up calls, hotel facilities and area attractions.

"The trend is technology and design, but it is also green," Giacotto said. "People are more concerned now about the environment."

The Langham: Blend landmark building with fine design, bump it up to the luxury category, and you have The Langham Chicago. Owned by Hong-Kong-based Great Eagle Holdings, The Langham opened this year in the former IBM Building, designed by architect Ludwig Mies van der Rohe.

Dirk Lohan, van der Rohe's grandson, designed the clean-looking ground-level lobby. Dangling glass pebbles that reflect color and light set the luxury tone in the second-level lobby.

But technology isn't forgotten. Watch what you want by connecting your iPhone or iPad to the TV to see movies or something from iTunes.

"If you can do it on your own at home, why not make it easy to do here using the technology available," said Langham spokeswoman Rebecca Werner.

"People have greater access to information now," said hotel manager Joe Aguilera. "We make it easier for them to access this technology, from more outlets throughout the hotel to an in-room 'jack pack' that allows guests to easily connect their electronic devices to our 55-inch television that also acts as monitor." So, no need to buy hotel movies anymore.

All the comforts of home, only better!