The Ritz London is stepping into the dynamic terrain of social media communication and engagement with the selection of TravelCLICK's new Social Media Optimization (SMO) service to help grow awareness and community, increase web traffic and search rankings, and deliver more connections with guests worldwide.
TravelCLICK's SMO service offering takes the mystery out of social networking by providing a personalized strategy that targets the most appropriate sitesbased on the hotel's target guest demographics. TravelCLICK's award-winning digital marketing team will work with The Ritz London to build the right social network presence, leveraging user-generated content across all media, from blogs to guest review sites and rich digital viral content such as video and targeted promotions, to deliver fresh, relevant content. Facebook will be used for providing news about special events and promotions, offering London travel tips, and engaging fans and guests. Twitter will serve as a conduit for last-minute promotions, customer relations, and guest feedback.
"Our partnership with TravelCLICK has already enabled us to increase our guest base and drive substantial revenue for our property," says Ruth Jones, Director of Marketing for The Ritz London. "Their proven expertise in hotel Internet marketing has enabled us to focus on the heart of our business, our guests. And now, with SMO, we can begin our next evolution of customer engagement. Social sites are a perfect forum for feedback on our brand as well as ideas for improving the guest experienceand that is what The Ritz is all about."
Currently, The Ritz London uses TravelCLICK's distribution solution, including the iHotelier Central Reservations System with the award-winning iStay web booking engine, to increase online bookings. The hotel also uses TravelCLICK's pay-per-click (PPC) advertising solution as part of a profitable Internet marketing strategy. In May 2009, its PPC advertising campaign alone accounted for a sizeable portion of visitors to the Ritz London website and corresponding online bookings. Keywords achieved high click-through rates and helped bring a highly profitable return on advertising spend.