Spreading The Word

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Connecting

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There's been a lot of discussion about connecting with guest networks, transparency, etc. Yet, I haven't seen one hotel website that posts a link to their TripAdvisor results...or to Yelp or Digg on their front page. I haven't come across anyone actively monitoring audio, blog or video channels and engaging with people who generate relevant content. I wonder why? Are we afraid of some dirty laundry that may be hanging out there? Are we still focused on publishing our own message?

Change is in the air...or, on the net. That's where people go to share and get information. And, the numbers are growing super fast. Better get there.

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Missed Opportunity for Continental

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Art of Hospitality Lesson...When things go bad, don't make them worse. Seems like common sense. I think that's what is lacking in organizations like Continental Airlines.

Last Thursday, 168 passengers on Continental flight 71 endured a 32 hour journey to get from Amsterdam to Newark. Along the way, the poor people on the plane enjoyed overflowing and inoperable toilets, raw sewage in the aisles and an unexpected overnight stop in Ireland. One of the passengers, Dana Bushman, was kind enough to share her personal account. Or, you can read the media version. Either way, it wasn't a good day for anyone, especially Continental.

Continental's failure has nothing to do with toilets or flight delays. Much like like Jet Blue's Valentine's Day chaos, it's not an equipment problem, it's a people problem. It's an attitude of prevention and fear that gets these companies into trouble. They use traditional and outdated PR tactics to downplay very serious and remarkable issues. And, that's what everyone expects them to do...and there lies the missed opportunity. Here's the PR statement released by Continental:

"We deeply regret the serious inconvenience to our customers and are apologizing to them and compensating them for the poor conditions on the flight as well as the diversion and delay," from the Houston-based carrier.
FYI, the compensation (to date) amounted to $100-$500 in credit vouchers for future flights.

Pretty lame...and exactly what we've come to expect. Now, they're in a real firestorm...and, deservedly so.

The mishandling of the people on that flight was remarkably bad. Yes, some things could have been prevented along the way. But, they weren't. And, the situation ended up in the toilet (pun intended). Such is life. But, anytime you have a situation that's remarkably bad, you have a gift...an opportunity to create something remarkably good. In fact, it's the only option...if you care to erase the bad. Continental should have been prepared to do just that. They should have seized the opportunity and jumped into action and done something like this...Continental's CEO should have personally greeted the passengers of that flight upon arrival in Newark. The airline should have made 168 passengers lifetime platinum (or whatever the highest level is) members. They should have been offered lifetime airline passes (at least a couple of trips per year). They should have been treated like royalty. They should have been given champagne and T-shirts (I survived the s**t storm on flight 71). They should have been showered with gifts and apologies...and caring.

The passengers should have been converted from disgruntled Continental haters to raving fans...whatever the price. But sadly, they weren't.

Continental could have been lucky (where opportunity meets preparation). But, sadly, they weren't.

We're going to unravel this some more on tomorrow's indieHotelier program...join in on the fun at 11 AM EDT via Talkshoe.

Update: Dana Bushman will join us on tomorrow's live indieHotelier show to give us her first-hand account.

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Don't Quit...Connect

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A lot of people with talent quit...and they often quit because they listen to people they know and trust. Problem is...many of these people are fear based decision makers who are always looking for the safe, quick and least stressful route. People like Paul somehow get past that, take a chance and try to connect with new people who will value the talent they have.

Watch the video. Thanks to Seth for the pointer.

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Referrals

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David writes a really good article about the importance of referrals to a salesperson. Interesting that most of the key points relate to being remarkable, not on how to "sell" someone.

Sales is about building relationships...getting someone to feel comfortable with your idea and earning trust. The job of a salesperson is to connect with people who want what you and your team have to offer. Most of that is best accomplished by leveraging existing relationships (over satisfied clients), not interrupting people, i.e., cold-calling.


Sometimes, You Need to Ask

Tripadvisor is fast becoming a trusted source for research as well as on-line booking. So, why wouldn't you hand out a card to every guest with the URL leading them to review your hotel? Maybe even give them a card at check-in so they can post during their stay. Seems like a better use of time than a long comment card to fill-out. Just a thought.

Oh, the more reviews you receive, the higher you rank on search engines.

5 Things

Sue Pelletier put me up to this...she tagged me for a ride on the "5 things you didn't know about me" train that's working its way around the blogosphere. So, here goes....

  1. First Job- I actually had two (Some say I've always been an overachiever...some say Ive always been a bit unbalanced). McDonalds...made it all the way to crew chief and a member of the new store opening team...at 16. At the same time, I installed landscaping...in Florida, during the summer (that's as close as I've ever come to a chain gang).
  2. Planes- I've flown 11 different aircraft, not including simulators. And, I've landed at airports in almost all 50 states. Can't seem to get to Hawaii or Alaska...need a bigger gas tank.
  3. Talent- Not much...see if this counts. I played clarinet and baritone sax (not anymore). I  was high school photographer for the newspaper and did some work for the yearbook (it was really just a way to have a journalism pass to get me off campus). Oh...almost forgot, I have kicked a 54 yard field goal...at The Swamp!
  4. Friends- My best friend Roger is a truck driver (He's a Peterbilt man)...and a pilot. My wife Nancy is a certified spinning instructor (that's punishment) and a former team cyclist for New Mexico State University. Oh, and did I mention she's the best mom and wife you could wish for. My first and best hotel boss (if you don't count my college job at Holiday Inn), Jim Thalman, became one of my best friends and has guided me through thick and thin. He can be found at Inn at Lost Creek.
  5. History- My family (mother's side) is from Bistriz, Transylvania (now Romania). Contrary to popular opinion, I do not have fangs. We ended-up in Rothenburg, Germany thanks in large part to that little skirmish between the Germans and Russians. My grandfather ended up for a brief stint in the Nazi army (not by choice) and was a POW toward the end of WWII. My childhood nickname was Mikki, Romanian for Mike (don't even think about it). And, my stepfather is a former IRS lawyer (always good to have one of these in your hip pocket).

I'm tagging:

Patti Shock, Stuff From Patti Shock
Alex and Aki, Ideas In Food
Guillaume Thevenot, Hotel Blogs
Michael Pollock, Solostream WebStudio

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The Hospitality Mission

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Your mission is simple....

Get every customer 1. anxious to return, and 2. enthusiastic about telling others about their experience...or, both.

If this isn't happening consistently, the mission isn't complete. And, it's not that tough to figure out...just take some time to ask them. And, keep probing until you get the answer you need...the truth.

Guest Video

Video is powerful...it gets you closer to the actual experience...the story. The problem with productions like this one is that it's still a production...staged. While I like the idea of using video to spread the word, there's something missing from a home made commercial. Somehow, you need to capture the true emotion of the guest experience.  Here's an idea...let guests share their video (or photo's). Give them a platform. Create a Flickr site, a place on your website, You Tube, whatever. If people are willing to write reviews on Trip Advisor, why not take it a step further?

In fact, I just noticed Trip Advisor has a new video section!

Thanks to Hugh and 1938 Media for the juice.

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Press Releases, Lipstick and Chickens

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We all know stories matter. The more interesting and emotionally captivating your message is, the more it gets talked about. Nowhere is this more evident (and perhaps important) than in the world of PR.

Like everything else, PR channels have become very cluttered and noisy...it's really hard to get a writer's  attention these days. So, why keep using the "traditional" approach of crafting press releases...if you know they are less and less effective. Take it from someone who knows more about this subject then me. Here's what Shel Israel says in a recent blog post, Lipstick on a Chicken.... 

" If you want to get me to write about you, and if I want to get the people who are most relevant to Roam4Free and Scrapblog to write about these clients, I don't pitch them.  I don't send them email attachments.  I don't call them up on the phone. I join their conversations. We get to know each other.  Hopefully, in many cases, we will get to know and trust each other.  When my audience is interested in what a PR practitioner is talking about it, I write about it and thus accelerate the conversation."

"If you are in the PR profession, I think you need to stop pitching and start becoming part of the conversation relevant to your market and your client."

Stories are passed along by people who connect and who share common goals. And, that's much easier as people get to know you...and they start trusting you. The challenge is to find new ways to make connections, start conversations and earn someone's trust. PR professionals are people too.

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How To Connect

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Earlier this month, I wrote about Connecting vs. Capturing to grow your customer base...essentially, talking to the interested few instead of hoping to net a few of the masses. I came across this excellent example on Seth's blog which was sent in by Chris of Glass House Denver.

1.  We placed a site sign at the construction site directing people to a website (not the one that exists now).

2.  At that site, we ran a short slideshow of what I would call benefit pictures - no renderings of a pool, just a guy sitting by a pool.

3.  Once the slideshow ended, we offered people a chance to "get on the list" for more information.

4.  When we had permission from these people, we began updating them on our progress once a month, including revealing in more detail each feature of the building.

5.  By the time we began the next step, over 5,000 people (I can't remember the exact number) had signed up (85% saying they were recommended by a friend.)

6.  About 500 of those people had come by our office and REALLY expressed interest/granted permission.

7.  We had about 45 cocktail parties for those people, about 15 at a time, at a restaurant in our neighborhood.  In essence, we invited them in for drinks.  We brought no collateral.  No models.  Instead, we just spent time with them.  Answered their questions.  Filled them in on the details that mattered to them.

8.  Then we created a private website for those people who had expressed interest answering the most common questions we had heard in our cocktail parties.

9.  From there, using a system that met some pretty stringent real estate law requirements, we offered those people who had expressed the most interest in Glass House an opportunity to purchase.

10.  We're moving the first people in and are completely bought out - 389 residences before the completion of construction in a market that is decidedly not booming.  (Don't get me wrong, this was a good building priced well in a great location.  But, our marketing was the x factor in making it work.)

If you're thinking of opening a hotel, restaurant or anything for that matter...you would do well to incorporate the permission and relationship building tactics from this model into your pre-opening approach. Or, if you're just trying to jump start your business, perhaps for a traditionally off-period, consider how much more effective building a relationship with a small group of interested people (your current customers) might be as opposed to attracting new ones.

I found a bonus when I went to the Glass House Denver website...notice how they aren't concerned about telling you everything about themselves on the first page. This is a further testament to the connecting approach...it's obvious they're expecting people they already know or those who already have a pretty good idea what's going on inside.



If you are opening a hotel, this

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Networking

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We've been working on our travel schedules for 2007 with particular study of conferences and trade shows. We've found that some of these programs are fairly guarded of their attendee list. One show in particular wouldn't even release last year's list.

Considering that the primary reason most of us go to these conferences (especially B2B's) is to meet people, i.e., turn strangers into friends, and hopefully into customers, what's the point of going if I don't know who's going to be there? I understand that some companies have been around long enough to have loads of contacts and that some go just for the social aspects. But, what about the rest of us...the ones who choose the event  based on the probability to build our business?

If you're putting on one of these events, why not have a website with real-time information about who's registered? Don't just show us a description of the work sessions and sponsor logo's...that's old school and frankly not that important. Why not show prospective attendees the best reason to come...the chance to hold a conversation with someone with similar interests and perhaps someone that they would have a hard time meeting otherwise?

When you go to a trade show, especially for the first time, you look over the list of who's on the floor...presumably to see if there's anything that interests you. You might even make a list of the "must see's". Why would it be any different for a trade conference?

Trial and Trust

I finally had some time to look through a big city newspaper this morning (I just don't see the need most other days. Plus, the hometown rag is only published weekly). I saw a lot of ads for restaurants and hotels...most of them offering discounts to get you in the door. The problem is most people aren't likely to try something new  just for a few bucks off. Especially not in hospitality where there's a significant investment of something very precious...time. It's just too risky.

Consider a different approach...leveraging friends. Instead of shouting at strangers and hoping a few take the bait, why not use the power of a trusted referral to induce trial. Every study (and common sense) will tell you that word of mouth is far more effective than traditional advertising.

So, here's the idea. Make a coupon for that same offer you placed in the paper (on the radio, tv, etc.), hand it  to one of your current guests and tell them they are welcome to pass the gift along to a friend or colleague. A lot of on-line stores do this extremely well, like Netflix and Amazon. But, outside of the electronic world, it doesn't happen as often. Not sure why. Maybe it's because it forces you to do two things...1. be really good at what you do (no one's going to refer the experience to a friend, no matter the incentive, if you're average, or worse), and 2. engage your guests (you've got to do more than stuff a coupon in a dinner check or in the express check-out envelope). In other words, the experience must be good enough to overcome the natural instincts most of us posses to avoid looking like a fool when we make a bad suggestion...and, the staff must be willing to hold a conversation with someone to evaluate the potential for a referral and then to act upon it when it's appropriate.

That's it. Pretty simple really. Be the best at what you do and give your customers an extra reason to spread the word. And, one more thing. Notice that my suggestion doesn't give the coupon giver any paid incentive (the discount or special offer isn't meant for them). It's not necessary. Once you've established that your guest is really happy with you, they're happy to recommend you to others. They really don't need to be paid to do it. The discount or special offer becomes agift they can take credit for...so, the value is in the gift giving, not extra money in their pocket. The act of giving is far more powerful and valuable than a cash bonus.

Trust is an extremely important part of trial. So, leverage the relationships and the trust you've already earned...hire your customers.

Create Something Good

Borat2

As a follow-up to my Consumer Generated Content post earleir this week, and to drive the point home, here's an excerpt from Lefsetz Letter about the movie Borat (and why it's such a big hit based on a word of mouth/viral marketing strategy):

If you want success today, create something good.  Seed the early adopters.  And then cease, or at least slow down, your marketing. Because the more you beat people over the head, the less attention they’re going to pay.  THEY want to feel in control, THEY don’t want to feel tools of the system.  THEY want to embrace the project...

Stop the spin cylce...fewer and fewer people are buying it.

[Thanks to Joseph Jaffe for the pointer]

Consumer Generated Content

Picked this up off the newswire....Content Key To Capturing Guest Attention. The article describes the ever increasing importance of the quality of the message over quantity and method of distribution. But, this was actually my favorite part in reference to consumer generated content...

"While hotel companies cannot completely control this content, travel buyers in many cases have made it part of their travel purchase research habit."

And...

"For some reason they believe it is better [and more accurate] than marketing materials. If they can see someone is writing a review, they believe that one because it comes from regular people."

Based on these comments, I fear hospitality marketers are still desperately hanging on to old habits...

1. We still believe we can control the message with spin.
2. "For Some Reason"...what? We still believe that our own marketing materials, and much of our publicity for that matter, are more accurate and believable than the advice of a neighbor, golf buddy or trusted travel agent.

The best way to control the message is to simply do a better job. Focus on the experience...not the spin. If you do good, the rest will take care of itself.

The Power of People We Know

For a while now, I've been receiving about one e-mail per week from Marriott. My guess is that I forgot to uncheck the "opt-out" box when using their on-line booking system a couple of months ago. I don't read the e-mails, just dump them like most other people do. I don't even take the time to unsubscribe because it's just easier to hit delete.

I tend to pay attention to e-mails I receive from people I know, especially my friends.  Why can't companies, especially those with a lot of smart people like Marriott, figure this out?

Consider this...people make friends with people, not with companies. And the bigger the company, the worse it gets. And, if you buy into the idea that your goal as a hotelier is to turn strangers into friends, and then those friends into customers (build relationships), I recommend you let people do that...not the company. Seems logical and obvious. But, judging by my in-box, it's not.

Granted, I wouldn't be any more inclined to read or answer an e-mail from the front desk agent who I spent only two minutes with. But, what if I had received a message, e-mail or phone call, from the general manager who greeted me in the lobby?  Or, from the housekeeping manager who helped me with a TV problem? In fact, anyone who made enough of an impression so I could remember them has a good chance of getting through. No, they're not my friends. But, I probably trust them just enough to let them get to the next step.

And, with regard to promoting specials, packages, etc., why not let a "person" use a blog, podcast or send out personal notes to help spread the word? Again, I'm more likely to listen if it's someone I know.

Of course, the problem with this personalized approach is that most companies don't want to do it....or, more likely, are too afraid to do it. They worry about controlling the message so that it's consistent. They worry about what a junior manager or line staff member might say or do that could somehow backfire. So, they play it safe and trick people into getting corporate e-mails, hoping 1%-2% will read and act. And, they will...for a little while.

Friends are far more effective in spreading the word than any other method. So, rather than wasting time and money shouting at people who aren't paying attention, why not figure out ways to leverage the relationships which have already begun, and make some new friends?

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Technology and Conversations

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I recently ran across these conversation starters while skimming ehotelier forums:

"Dear Hospitality Professionals, Can anybody provide me with information what it is like to work for the Concorde El Salaam hotel in Cairo, Egypt?"

"Currently Negotiating salary for a GM role in Asia. Can you please advise what the salaries are like or I should expect for a 61 room 5 star resort/hotel with 2 F&B outlets?"

This got me thinking about how technology has changed the way conversations occur, and more importantly, how fast information is exchanged. Consider the amount of time it takes for a stranger (prospective guest, employee, vendor, etc.) to know almost everything about your company. Consider who these people are talking to, who they're listening to and how they're doing it. Whether the information they gather is true, half true, or completely false doesn't matter. What matters is that now more than ever, they're basing their decision to buy, donate or sell based on outsider information...the stuff you don't initiate. You might call this process a reality check...information they gather from others is stacked up against what you say. If it jives, you're okay. If not, well...you might not get the call.

Here's the point...You no longer have control of the information or the conversations about you. Your website, advertising and PR plan are quickly becoming a sideshow as people find new ways of learning the truth. Customer evangelism is no longer limited to backyard BBQ's and to the office watercooler. Rants and raves are now being amplified to all corners of the planet...and at lightening speed. As a result, you only have two choices...do nothing and hope things go in your favor...or, become an active participant, learn and educate.

So, are you part of the "new" conversation? Have you conducted a Google search on your firm or hotel to see who's linking to you? Better yet, do you have one automatically delivered to your in-box each morning? Do you regularly monitor sites like epinions and trip advisor? Do you watch the blogosphere via Technorati? Does your website have an RSS feed? If some of this sounds like a a foreign language, I understand. Most people don't read blogs, let alone write one. And, most people don't check multiple on-line forums before deciding to talk with you. But...some people do. And, those people talk to other people. And, as each day passes, the minority gets closer to being the majority. You get the picture. I'm not suggesting you become a computer hack. I'm challenging you to embrace the fact that conversations happen...with or without you, and now, in places you may never have imagined. Your task is to somehow get tuned-in, jump-in when it's appropriate, or better yet, start a new discussion altogether.

The bad news is that technology has made the conversation game much more complicated. The good news is that technology has leveled the playing field, giving everyone an equal opportunity to spread the word about their product, and engage their audience...it's cheaper and easier than ever. Now, you just need to acknowledge the power, and make use of the tools available.

People Like Process

Nyc_experiment

People are intrigued by process...really attracted to it. "Behind the scenes" has tremendous value in getting people to spread the word about you.

Found this neat experiment (courtesy of Jaffe Juice) going on through Sunday. I can envision a similar application in the development of a hotel, a renovation, a special event or even an ongoing operation. Not necessarily sitting behind a glass window for 72 hours...but, giving people a behind the scenes look at what makes you tick.

Use technology to amplify your message, and to make it more interesting.

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aloft

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Aloftsunflower Gc3lobbytexturing_1

Starwood is getting smarter...

By now, you've probably heard about one of their newest creations...aloft hotels. If you haven't, it's probably because they're not talking to you (or me for that matter). If you're not a young (25-40, someone else's definition, not mine) business traveler looking for a hip place to stay, full of around-the-clock energy (sound like a W?) and loaded with guest rooms that feel like a really cool apartment...then, you're not their type. And, that's what I mean by getting smarter. They're focusing on micro vs. macro, and on what a narrow group of people want vs. what they need. But here's the smartest part...they seem to understand their audience. They know how they live, work and play. Want to see what an aloft hotel will look like? Go to their website...but bring lots of bandwidth because it's loaded with flash. Better yet, want to see an aloft being built? Go to the blog...and go to Second Life. Haven't heard of Second Life? See what I mean...They're not interested in talking with you....

Starwood has resisted the temptation to use a traditional approach of shouting their message AT everyone. Instead, they choose the likely places where key influencers live, start conversations and get them involved in the process. Then, they let the viral, word of mouth effect take over to build interest...just in time for the real opening in 2008.

Are you spending your time and money on holding conversations with key people who want to talk with you? Or, are you doing it the old fashioned way, hoping someone will notice?