Hotels using guests’ videos online as marketing tool
June 09, 2008 |
It's a dramatic shift from traditional marketing, where communication flowed from hotels to customers. The new strategy aims to get customers to talk among themselves on sites such as YouTube, Facebook and Twitter, promoting word-of-mouth advertising.
Eager to capture the attention of Internet-savvy guests, hotels are becoming more serious about using online videos as a marketing tool. They're encouraging and monitoring guests' videos of their stays. They're creating their own YouTube channels and other video content to showcase their properties and to launch new brands.
It's a dramatic shift from traditional marketing, where communication flowed from hotels to customers. The new strategy aims to get customers to talk among themselves on sites such as YouTube, Facebook and Twitter, promoting word-of-mouth advertising.
"The center of gravity has shifted. We can't be seen as controlling the content. Now we have to participate in the conversation," says Kathleen Matthews, Marriott's communications chief.
Get the full story at USA TODAY
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