Compare An Alternative Business Model
Some companies are embracing social media to put a new spin on an old program, and that new data can be used to inform future strategies. For example, in the retail and travel and leisure industries, loyalty programs are popular. Hotel guests can earn discounts, room upgrades, free nights, and other amenities based on the number of nights spent at brand locations and money spent at hotel restaurants and shops. An increasing number of hotels are offering incentives based on a traveler's behavior and social media influence.
"A consumer who visits San Diego 10 times a year is more interesting [to a San Diego-based hotel] than a consumer who visits once a decade. Perhaps you spend more at the restaurants or spa [than the average customer]. Perhaps you work in entertainment or media, so you have more influence, or you have a large social media following. Any of those factors make you a more valuable customer than the average customer," said Zeev Sharon, co-founder and CEO of travel site Hotelied, in an interview.
Historically, hotel chains have evaluated consumers based on their purchase history and behavior, disposable income, and travel loyalty status. Now, they are able to target big spenders and frequent travelers, as well as those who wield influence and can fuel word-of-mouth marketing. Brands extend their social footprint, and consumers are compensated for their influence.
(Image: Gregory Butler via Pixabay)
![Compare An Alternative Business Model
Some companies are embracing social media to put a new spin on an old program, and that new data can be used to inform future strategies. For example, in the retail and travel and leisure industries, loyalty programs are popular. Hotel guests can earn discounts, room upgrades, free nights, and other amenities based on the number of nights spent at brand locations and money spent at hotel restaurants and shops. An increasing number of hotels are offering incentives based on a traveler's behavior and social media influence.
'A consumer who visits San Diego 10 times a year is more interesting [to a San Diego-based hotel] than a consumer who visits once a decade. Perhaps you spend more at the restaurants or spa [than the average customer]. Perhaps you work in entertainment or media, so you have more influence, or you have a large social media following. Any of those factors make you a more valuable customer than the average customer,' said Zeev Sharon, co-founder and CEO of travel site Hotelied, in an interview.
Historically, hotel chains have evaluated consumers based on their purchase history and behavior, disposable income, and travel loyalty status. Now, they are able to target big spenders and frequent travelers, as well as those who wield influence and can fuel word-of-mouth marketing. Brands extend their social footprint, and consumers are compensated for their influence.
(Image: Gregory Butler via Pixabay)](https://img.deusm.com/informationweek/2015/07/1321453/4-hotel-389256_1280.jpg)
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