Best Western de La Rose Hotel-Public Relations Research (Term Paper Sample)

Best Western de La Rose Hotel-Public relations
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Introduction.
In today’s fast changing market environments clients responds relationships, interactions, dialogue and honest communications. Thus, business in every industry is being compelled to implement and carry out integrated marketing campaigns. Over time, these marketing campaigns usually find the public relations taking the top role since public relation has been defined as the act of seeking to establish and maintaining relationships with multiple audiences. With the growth of internet marketing campaigns are now faced with the new set of marketing approaches. The internet through social media has taken marketing campaignings to new countless market islands each with a distinct voice and target audience. This paper will be focusing on public relations and social media marketing for Best Western de La Rose Hotel, Switzerland.
The literature review of the Best Western Hotel de la Rose surrounding area.
The available literature pieces that frame this section centers on the areas surrounding the hotel and how these areas have affected the operations of the hotel. In the article, Best Western Hotel De La Rose, the authors cite that the area surrounding area is famous because it spectacular scenery and its vibrant nightlife with numerous places to drink and dance. Its strategic location in the old city of Fribourg, the hotel benefits from it great surrounding that is rich in artistic heritage. The hotel offers an excellent opportunity for sightseeing due to its strategic position next to museums and the cathedral (GalaHotels, 2015). The same segments are adopted by the article, Places to visit in Fribourg, which cites that the hotel is within distance to various monasteries and churches that include Cathedral of St. Nicholas and Maigrauge Abbey are, along with other cultural attractions such as the Gutenberg, Museum and the Museum of Art and history which are within the immediate vicinity of the Hotel (MakeMytrip, 2015). The hotel is within distance for anyone who wants to see view features of the Old Town of Fribourg such as churches, shops, etc.
About Best Western Hotel de la Rose.
Best Western Hotel de la Rose is a 4-star Hotel that offers convenience, and comfortable hospitality services in of one the Switzerland’s prettiest medieval cities-Fribourg. Situated in the old city of Fribourg, Best Western Hotel de la Rose is close to the City Centre and the railway station. It has a building that combines modern-day charm with the old-world charm, thus offering traveling needs for 21st-century travelers. Due to its long-lasting tradition of accommodating travelers, the hotel has establishment 40 rooms suited with modern facilities. The hotel rooms are equipped with free wireless LAN, showers, television, and coffee and tea making facilities. The hotel also offers numerous connecting rooms that accommodate traveling families. Guests of the hotel can enjoy a satisfying breakfast each morning while guests who are looking for entertainment after main meals can entertain themselves in the property’s casino. The hotel also offers a golf course, valet parking, and a 24-hour reception. The hotel has a multilingual staff, ensuring that the all visiting guests experience a comfortable and enjoyable stay at the hotel.
Public relations for Best Western Hotel De La Rose
The power of public relation in the hospitality industry cannot be taken lightly. In the hotel industry, public relations is one of the most effective methods of getting your name in front of the hotel industry, establishing creditability with the third party or promoting a travel product. Currently, Best Western Hotel De La Rose now enjoys a reputable reputation that it has acquired in its many years of service as a frontier in hospitability provision in Switzerland. Public relations has evolved over time, and it’s now more than just media relations, in this digital age social media has reshaped PR with new strategies and tactics emerging that are suitable to various target audiences. The following are some of the public relations tactics that this paper has deemed suitable for Best Western Hotel De La Rose in formulating an integrating an aggressive PR strategy and a viable social media tactics that are cost effective in reaching new customers, boost the hotel’s credibility as a leading industry expert as well as reaching desired target markets.
Reinforcing and maintaining brand reputation by listening to social content.
Best Western Hotel De La Rose can significantly increase its brand reputation by continuously listening and reacting positively to social content. Improving the brand reputation of the Best Western Hotel De La Rose will directly translate into higher revenues. Thus, with the current growth of the use of social networking with over billion social media users worldwide brand reputation of the hotel can be influenced through online campaigning strategies. The internet has grown to be one the enormous influential tools for consumers in the modern day, and it is imperative for the hotel to listen to social conversations that are relevant to the hotel’s guest experiences. Of 340 million unique Monthly users of TripAdvisor over 80% of these users read 7-12 reviews before booking a hotel (Catlin, 2015). It is in line with other recent survey reports that state that almost 35% of the positive online reviews act as the primary factors that traveling people consider when making their booking decisions. I took the time to sample some of the online reviews post on TripAdvisor by various guest on their stay experience in Western Hotel De La Rose. A vast majority of reviews posted were positive praising excellent services offered in the hotel while other reviews negative criticizing some of the services provided by the hotel. One of the guests criticized the hotel management for not providing easy access to handicap people and the lack of help to take the luggage from the car to the lobby. Others were criticizing the poor air conditioning in the rooms as well as recommending changes that will ensure an enjoyable stay at the hotel. Such customer viewpoint provides an excellent perceptive to capitalize on; the genesis of any revenue increase in the hotel business is usually found in an upswing in client satisfaction. The achievement culminates from the experience of a certain hotel brand. Therefore, the Best Western Hotel De La Rose can capitalize on these online reviews to ensure it provides comfortable and enjoyable stay for its clients. In the modern-day the internet is becoming an ocean of information with text mining tools being the trawlers whose nets collect what is relevant to an organization. Thus, Best Western Hotel De La Rose can make use of the information it gathers online reviews both on social networking sites and anywhere on the internet to create a personalized consumer experience.
The hotel can implement a Social Media Monitoring (SMM) solution so as to analyze the position by gathering brand mentions from reviews, Facebook, Twitter and everywhere on the internet. By monitoring and analyzing the media content, the hotel will be able to answer three fundamental questions: who is talking to my competitors and me? What specifically are they talking about the hotel? And how do they feel about it? Through the analyzing of the above questions will enable the hotel to create a picture of how its brand is regarded. The hotel can use these reviews to improve its brand, analyze its competitors and cleanly devise methods to offer personalized services to its clients.
Together with the review card at the front desk of the hotel, the hotel can also encourage its customers to tweet about their experiences at the hotel. It can be achieved by giving them a tweeter handle and a hashtag to use. The hotel can have fun through this hashtags by posting such as interactive segments such as #SummerStay or anything topical that keeps customers talking and informed about the services offered at the hotel. Customer satisfaction and revenue satisfaction are closely interlinked. Thus, the proactive implementation of customer satisfaction management solutions will directly lead to impressive rewards in reputation, brand loyalty and income generation (Catlin, 2015).
Creating online marketing campaigning
Due to its long-lasting years of experience in the provision of the hospitality industry, Best Western Hotel De La Rose can do something innovative to stir buzz around its brand. Due to its worldwide reputation the hotel can free vacation packages based on a single tweet, videos and photos about the services offered at the hotel. Due to Best Western Hotel De La Rose location next to a university the hotel can also award an academic scholarship to university students that will be awarded solely based on single tweets describing the hotel or highlighting why they need the scholarship. The social media campaigns can generate over 1000 thousand placements and 10 of millions of media presentations as the result of students who are tweeting in a quest to attain scholarship and free trips. Such campaigns will help significantly in improving the hotel’s brand and web traffic that will eventually translate into increased booking due to the awareness.
The explosive growth of social media has led to the rise of a new breed of the mass of communicator commonly known as social media influencer. Mostly celebrities, social media experts and journalist who have a large number of followers in the social networks. These people have the power to influence behavior and opinion at scale (Craig, 2014). Thus, the hotel is going to take advantage of the built-in audiences the social networking influencers provide to build and maintain i...