Chapter 34: The Hospitality Industry: Communicating with our Guests
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This chapter discusses the rapid changes in the hotel industry marketing and public relations as the traditional gatekeepers are replaced with people communicating online in real time. This causes changes in the way PR professionals must communicate in the industry. The case study describes how Hyatt survived the downturn in the economy. Rather than managing the brand with loyalty programs and traditional methods (watch the movie Up in the Air), they initiated the Big Welcome campaign and empowered their employees to engage in random acts of kindness. These award-winning efforts worked. Hyatt is using social media to its advantage in the area of concierge services and in explaining how negative experiences were remedied. They are also engaging in green policies and working toward building community tocontinue to enhance their brand.
John Wallis Biography |