Hotel Social Marketing Toolkit

March 2019

In order to unify the social media activities and voices of our brands, IHG has created a vision that should drive your social media efforts. This mission starts with our commitment to delivering True Hospitality both offline and online, and is rooted in our desire to create great hotels that guests love.

Based on the concept of surprise and delight, your hotel can begin to utilize social media in a way that creates uniquely personal experiences and builds lifetime relationships with your guests.

Through highlighting your brand values and by putting the guest at the heart of every interaction on social media, IHG can deliver a consistent digital experience that fosters guest and brand love.

3/26/2019 Social Media + True Hospitality

53% of people who use Twitter to communicate with a brand expect a response 95% of leisure travelers read at least 7 within an hour reviews before booking their holidays

81% of consumers who don’t get an 23% of travelers use social media when answer from a company on Twitter, won’t researching hotels. 33% will change their recommend the company to a friend hotel.

77% of consumers are likely to 48% of people check into a location (via recommend a brand following a personalized Facebook or Foursquare) while on vacation service interaction

3/26/2019 How to Leverage the Social Marketing Toolkit

Social media is a dynamic and flexible marketing tool that allows hotels to meet various guest service and experience needs. Guests leverage social media during all steps of the Stay Journey, including “Dream,” “Plan,” “Book,” “Stay,” and “Share.” SHARE Hotels can use social media to engage the guest at each phase of that journey to improve the guest experience, increase overall guest

satisfaction and mitigate service recovery opportunities. DREAM

SHARE PLAN

This tool will help you discover how to best leverage social media STAY for your property – from simply listening to guests to engaging with users and telling your hotel’s story online. This guide will help you BOOK develop the right social strategy based on your business needs, and provide you with guidance on how to manage your social media

presence as you move forward. SHARE

For questions about this toolkit or for additional resources, please contact: [email protected]

3/26/2019 Social Marketing Toolkit Contents

IHG Social Media Assets: An overview of global and regional social media channels across IHG brands

Crafting Your Social Media Strategy: A brief introduction of the different roles that your hotel can play on social media

• Listening: Learning how to listen to and monitor messages on social

• Responding: Discovering the trips and tricks to engaging with guests

• Curating: Understanding types of content you can post on social media to drive results

Learn More: Where to go for questions, requests and more information

3/26/2019 IHG Social Media Assets IHG Global Social Channels At the global and regional level, IHG leverages several key social media channels across brands. Together, these key channels provide a unique and consistent voice for each IHG brand. Consider leveraging these channels as a reference for content ideas, themes and tone.

Facebook Facebook Facebook Facebook Facebook Facebook Twitter Twitter Twitter Twitter Twitter Twitter Instagram Instagram Instagram Instagram Instagram Instagram

Facebook Facebook Facebook Facebook Facebook Facebook Facebook Twitter Twitter Twitter Twitter Twitter Twitter Twitter Instagram Instagram Instagram Instagram Instagram Instagram Instagram

3/26/2019 IHG Social Media Footprint

IHG Hotels & Resorts X X X X X X IHG Corp IHG Employer Brand (Careers)* X X X X IHG Service X X IHG Rewards Club X X X X X X X X InterContinental X X X X X X X X Crowne Plaza X X X X X X X X Hotel Indigo X X X X X X X X X X EVEN Hotels X X X X X X X X Holiday Inn X X X X X X X X Holiday Inn Express X X X X X X X X X Staybridge Suites X X X X X X X Candlewood Suites X X X X X X X X avid hotels X X X X X X X Kimpton* X X X X X X X X Regent* X X X X X voco26 MarchHotels 2019 © 2017. All rights reserved. ProprietaryX and confidentialX X X X X Stay Brand Social Media Footprint

Holiday Inn Holiday Inn Staybridge Candlewood Hotel Indigo InterContinental Crowne Plaza EVEN Hotels avid hotels Express Suites Suites Facebook Holiday Inn Holiday Inn Staybridge Candlewood Hotel Indigo InterContinental Crowne Plaza EVEN Hotels avid hotels (Global) Express (Global) Suites Suites (Global) (Global) (Global)

Holiday Inn Holiday Inn Hotel Indigo InterContinental Crowne Plaza (AMEA) Express (EUR) (EUR) (AMEA) (AMEA)

Holiday Inn Hotel Indigo InterContinental Crowne Plaza Express (AMEA) (AMEA) (ARABIA) (JAPAN) Twitter @HolidayInn @HIExpress @Staybridge @Candlewood @HotelIndigo @InterConHotels @CrownePlaza @EVENHotels @avidhotel

YouTube Holiday Inn Holiday Inn Staybridge Candlewood Hotel Indigo InterContinental Crowne Plaza EVEN Hotels avid hotels Express Suites Suites Instagram HolidayInn Hoiday Inn Staybridge Candlewood HotelIndigo InterContinental CrownePlaza EVENHotels avid hotels Express Suites Suites LinkedIn Holiday Inn Staybridge Candlewood Hotel Indigo InterContinental Crowne Plaza EVEN Hotels avid hotels Express Suites Suites Pinterest Holiday Inn Holiday Inn Staybridge Candlewood Hotel Indigo Express Tumblr Hotel Indigo

Kimpton Regent voco Hotels

Facebook Kimpton Regent voco Hotels

Twitter @Kimpton @RegentHotels @vocohotels

YouTube Kimpton Hotels Regent Hotels & Resorts voco Hotels

Instagram @Kimpton @Regent_Hotels @vocohotels

LinkedIn Kimpton Hotels & Regent Hotels & Resorts voco Hotels Restaurants Pinterest Kimpton Hotels & voco Hotels Restuarants Tumblr

IHG Hotels & IHG IHG Rewards Club IHG Careers IHG Service Resorts Facebook IHG IHG Corporate IHG Reward Club (Global) IHG Careers

IHG Rewards Club (Europe)

IHG Rewards Club (AMEA)

IHG Rewards Club (ARABIA)

IHG Rewards Club (Japan) Twitter @IHG @IHGCorporate @IHGRewardsClub @JoinIHG @IHGService

YouTube IHG IHG Rewards Club Join IHG

Instagram IHG IHG Rewards Club Join IHG

LinkedIn IHG IHG Rewards Club (Group)

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Whether you have an established social media presence or are just getting started, consider these questions to determine what level of activity your property should have on social media: • Is your property in a vacation destination? • What is your typical mix of leisure vs. business travel? • Do you have a dedicated social media or marketing team? • Do you have stand-out amenities or offerings that can be leveraged on social media? • Do you have content to populate social media beyond just hotel promotions? • Do you receive frequent posts from guests on your social media today?

3/26/2019 Social Marketing Toolkit Pillars Depending upon your hotel and unique guest needs, leverage the three Social Media Toolkit Pillars below. Each pillar can be flexed and amplified to create your own Social Media Strategy. Listening Responding Curating

• Monitoring guests’ • Answering guests’ • Proactively posting mentions on social questions engaging and relevant media • Responding to content • Hearing guests’ negative complaints • Leveraging guest issues and and fixing guest issues photos (UGC) to share understanding (both during and post- and post on page problems at your hotel stay) • Driving conversation • Using data and • Leveraging positive and engaging with users themes to make feedback and decisions and improve stewarding positive the guest experience experiences

3/26/2019 Platforms

Facebook: The place to story tell. This is the place for articles, videos, GIFs and links. Most versatile platform with the widest range of audiences, but content still requires considerable thought. Instagram: The place to create art. This remains a place where lifestyle and aesthetic beauty meet. Make sure that you focus both on how each individual image looks, as well as the story and tone of the gallery as a whole. You can make use of call to actions without being overly sales-y and use hashtags to track conversations. Twitter: The place to listen. People expect the quickest responses on this platform and usually use it to ask specific questions. Other content should be short and to-the-point. Pinterest: The place to glam it up. This is where people get a lot of their travel inspiration and planning done. Content is visually appealing and the best performing pins can be promoted, so they appear in relevant places.

3/26/2019 Listening Guidelines for Social Media Listening

1. Monitor guest messages on your hotel social media pages: Continually monitor your social media pages (including posts, comments, messages, and reviews) to understand guest feedback, questions, and comments. Listen to what guests are saying on your page about your property and leverage those insights to enhance your guest experience and optimize your marketing efforts.

2. Listen to what guests are saying about IHG brands: Visit other IHG pages (including your brand’s global page) to understand guest feedback and discussion themes.

3/26/2019 Guidelines for Social Media Listening

3. Understand what your competitors are doing on social: Be sure to occasionally monitor what hotels in your area, both direct and indirect competitors are posting on their social media pages. This can help you determine what content may resonate with your own target audience and uncover untapped opportunities.

3/26/2019 Responding Guidelines for Social Media Responses

1. Responding to a question about your hotel: Provide a clear and accurate answer to the guest. If you do not know the answer, attempt to find out and let the guest know that you are looking into the matter in the meantime. End the interaction with a call to action (including links, contact information, or booking information) if appropriate. Remember, it’s best to resolve the problem within the initial channel instead of referring the guest to additional contact methods.

3/26/2019 Guidelines for Social Media Responses

2. Responding to positive guest comments: Always thank the guest for their post and for taking the time to engage with your hotel. If the guest mentions a specific team member by name, let the guest know that you will thank that team member personally. If applicable, end with a “next step,” such as a link to your website or a mention that you hope to see the guest again.

3/26/2019 Guidelines for Social Media Responses

3. Responding to complaints or negative comments: Start by apologizing for the issue and the guest’s dissatisfaction and let them know that you want to make sure the issue is resolved. If applicable, offer concrete steps on how the problem can be fixed, whether it is promising a call from hotel management or offering points or a refund for the guest. If a guest posts incorrect information, respond politely and respectfully with the correct details.

Always respond publicly to posts that are public on your page. If necessary, refer the guest to private message to follow-up if the issue is sensitive or if you are exchanging personal information. Understand when not to respond to a guest. If a guest is being argumentative, offensive, or talking with harsh language, responding can often just make the issue worse.

3/26/2019 Additional Tips for Responding

• Always respond from your hotel’s social media account, and never from your personal account. • Never post a guest’s personal information. Always ask the guest to send you a private message if their personal details need to be shared. • Be genuine, friendly and respectful in all responses. Do not try to argue with a guest or respond in a rude or offensive manner. • Always be transparent and open, and include your name, position, and contact information (if appropriate) after responding to a guest.

3/26/2019 Examples of Successful Responding

Positive call to action at end

Responding to guest questions

Follow-up after negative review Link to website and promotions

3/26/2019 Curating Guidelines for Curating Social Media Content

1. Understand the target guest for your hotel: Think about the guest that your hotel is targeting: do they travel for business? Or with their family? Do they prefer convenience for full- service luxury? Use these answers to help shape and target the content that you post.

2. Using the ideas and tips on the next page, post content that you believe your average guest would appreciate. Posting content that is relevant, interesting and informative for guests can lead to higher engagement on your page.

3. Tailor your content to the social media platform: Make sure your content is relevant to the channel. For example, an event photo may be better suited for Instagram, whereas a promotional offer may be more relevant to your Facebook fans.

4. Create a calendar for posting content on your page: Decide how often you would be able to post content, and create a calendar for posting so that you will be ready.

3/26/2019 Content Curation Thought Starters

• Pictures or videos of your hotel including amenities, brand hallmarks, design elements, key features, etc. • Photos from guests or influencers (UGC): Check your brand website or hotel details page for approved guest photos • Positive guest reviews or comments (with permission) • Events and activities that are happening at your property, including holidays • Information about the local area and things to do around your hotel • Special offers or promotions that your hotel is featuring • Travel tips and general travel information • Visit the Social Marketing resources for official approved IHG assets

3/26/2019 Additional Tips for Content Curation

• Use the analytics / insights tools on each social platform to determine which posts are receiving the most engagements, and then use that information to guide your photos, videos and other posts in the future • Follow all copyright and fair-use guidelines and do not post anything without the original user’s permission • Geo-tag your hotel’s location to Facebook and Instagram posts so that guests can see your hotel and where it is located • Use a mix of immersive formats to maximize attention, thinking about how you want the user to act when they see your content. Test your content to see what users enjoy the most. • Start conversations! Share your stories, ask the audience to participate, use hashtags to monitor activity and re-share when appropriate. • Always use your brand’s identity and voice, which can be found in the Brand Identity Guidelines resources on Merlin or Brand Central.

3/26/2019 Guest reviews – with consent Examples of Engaging Hotel Content

User Generated Photo slideshow of Content (Guest event held Photography) – at hotel with consent

Local events 3/26/2019 Link to hotel details Colleague activities Learn More Learn More About Social Media

• Visit the Social Marketing resources on Merlin or Facebook Business for more information. • If you have any questions or concerns, you can email [email protected] to receive assistance

3/26/2019