Paris, 17 February 2011: At a recent discussion forum on social media, Waking Up to Social Media: The Hotel Industry Response, organised by HVS Executive Search and ESSEC Business School Paris, panellists were unanimous in their opinion that the hotel industry is still too conservative to effectively tap the potential of social media channels.

The panel included (standing from L-R in the photo):

• Geoffray Maugin, VP Marketing of Accor’s Luxury Brands
• Chris Mumford, Managing Director of HVS Executive Search London (moderator)
• RJ Friedlander, Chief Executive Officer of ReviewPro
• Jacques Dubois, Chief Operating Officer of Rezidor Hotel Group
• Iain Ainsworth, Founder & Managing Director of White Line Hotels
• Peter O’Connor, Professor at ESSEC Business School Paris

The event held on February 7, 2011 at Hilton Arc de Triomphe Paris was moderated by Chris Mumford, Managing Director of HVS Executive Search London. The audience comprised students and hoteliers, every single one of whom declared they are active on Facebook, Twitter and/or LinkedIn. Some of the discussion highlights were:

• The panelists were undivided in their opinion that hotels need dedicated Social Media Managers who create content that is both original and interactive. Hotels need to move away from bombarding their “fans” with nothing more than offers and promotions and need to engage in a two way dialogue basis with their audience.
   
• The panel was less aligned on questions on corporate vs. property-level responsibility for social media management. There was also disagreement on which department is responsible for the function. Rezidor’s Dubois stated he did not want social media to be “swallowed up by Marketing”.
   
• Majority opinion was that online travel agencies such as TripAdvisor are an increasing influence on hotel customers, not all of which is positive. The immediacy of the medium allows for impulsive rants by customers, without giving them a cool-off period to share a more objective review. Not all panellists agreed. Accor’s Maugin commented “If Sofitel just keeps focusing on quality, it will come across on TripAdvisor.”
   
• Technology continues to play an increasingly important role in this new medium of marketing, especially with regards to ROI and metrics. Or as Ian Ainsworth of White Line Hotels put it, “ROI is a negative starting point. We need to measure our ROO: Return on Objectives.”
   
• From Google Places to free broadband for hotel guests, the discussion ended with panellists sharing their view on future trends to look out for.

HVS Executive Search and ESSEC Business School Paris will shortly release video footage and complete transcripts of the discussion. For more information please contact:

Pooja Vir
HVS Executive Search
Email: pvir@hvs.com
Tel: +44 (20) 7878-7756

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