engage prague 2016: luca deplano, shangri-la
TRANSCRIPT
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Hospitality in the era of social media
Luca DeplanoVice President Brand Communications
Shangri-La Hotels & Resorts
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Trave le r s need s a re evo lv ing
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Brand Mission
Inspire and enable people to find their unique and
sublime experiences
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Everyone’s paradise is unique. Paradise can be a big or a smal l thing, or i t can be a feel ing, a place, a smel l .
Shangri -La, you’ l l know when you find i t
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67%of consumers in the APAC region now expect to be
treated as ‘unique’Source: Market Research -
Missing Customer Expectations in APAC
Leisure travellers are looking for unique experiences
How we know it
• Conducted online survey in china• 100 consumers in T1/T2 cities• Affluent• Traveled at least 2 twice per year for leisure
60%Unique
Experiences
55%Different Culture
38%Sightseeing
21%Family &Friends
50%Dining
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Shangri-La is now evolving
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3 Principles to Customer CentricityListening &Connecting
Unique Experiences
Co-create & Collaborate
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Listening &Connecting
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Unique Experiences
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Co-create and collaborate
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Co-create with our guests
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Collaborate with influencer
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I t p a y s t o p a r t n e r w i t h t h e r i g h t i n fl u e n c e r s
3,855,195Total Social Impressions* generated 1,904,695
Total Post Interactions with 166 postsAverage post interactions: 11,474
on Influencer accounts : - @BeautifulDestinations, which includes:
@BeautifulDestinations (5.6m) @BeautifulHotels (1.6m)@JeremyJauncey (374k)
@Jacob (253k)@TomJauncey (29k)
- @felecool (512k)- @michaelmatti (103k)
100,500Total Post Interactions with 113 postsAverage post interactions: 889on @Shangrilahotels @ShangrilaMauritius
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Content remains king
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What do we actually mean by content?
InspireInform Entertain
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T h a n k Yo u