Luxury and social
Luxury brands established on ‘bespoke’ and ‘prestigious’ services were often wary of using social media.
Many high-end travel brands often feared that social media would negatively affect their brand images by being too close to consumers (Brand Watch).
‘‘Making my services sound more accessible to EVERYONE could cheapen my brand image.’’
In fact, being active on Facebook doesn’t necessarily kill the ‘distance’ between high-end brands and consumers. Today luxury-product consumers actually expect more digital interactions with their favourite brands, according to a new study.
Here are why luxury travel brands and social media can work together.
Luxury travel brands and social media
- Know your consumers
Unlike affordable brands, high-end hotels and travel agents don’t want to reach everyone on Facebook and Twitter. That would be a waste of time, given that not everyone can afford your services.
Facebook / Twitter analytics can actually help brands understand their customers better. They can create a buyer persona, which provides deeper understandings of target audience’s professions, ages and what they like/dislike.
- Keep it exclusive and relevant
Once you gain deeper insights into your consumers, travel brands should then focus on creating tailor-made, personalised content online. Not to mention beautiful high-quality images, the content need to fit into the needs and wants of the target consumers.
Four Seasons Hotels use a localised approach on Facebook. Each branch interacts with local customers and local businesses by promoting dedicated, exceptional services using relevant hashtags (Abrams Research).
Speaking of personalised travel experience, The Ritz-Carlton Resorts at Naples asked their Facebook fans how they like their coffee. Fans who answered and stayed at the resort then received a coffee served to their specific locations (dottourism).
- Reward and encourage users to share
Some hotel groups are now rewarding guests who have checked in via Facebook, Twitter or Foursquare with exquisite services like spa treatments. Others are encouraging holiday-makers to share their holiday photos via creative services and facilities.
1888 Hotel serves smartphone photographers with a variety of ‘Instagram-related facilities’. Their services include ‘a walking map with recommended photo opportunities; a room designed to help guests take interesting ‘selfies’; and a reception area that displays images from local social media feeds’, according to the Telegraph.
And of course, brands need to be quick in replying your customers’ specific questions to foster relationships.
- Be the authority
Luxury customers rely on their trusted high-end brands for valuable information. So your brands need to be an ‘authority’ / ‘expert’ in your area on social media.
If you are using Twitter for news updates, you should probably use Facebook and Pinterest for different purposes. While Facebook can be a good place for showcasing your amazing images and videos, Pinterest can be a good place to provide customers with useful tips – such as ‘Ideal Beaches for families’ or ‘Tips for Traveling in Style’.
Four Season Hotels and Resorts created “Pin.Pack.Go.” on Pinterest to ‘connect guests with their local experts who help them prepare for their trip with tailored travel recommendations’ (dottourism).
So, can luxury and social go together?
Absolutely. You don’t need to cram the word ‘luxury’ into every social media page to show who you are. You only need to understand your audience better to craft tailored content. If done well, your Facebook interactions can convert into holiday bookings.
What do you think?
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