Desires Hotels looks to innovative ideas to improve guest satisfaction and drive revenue. From putting a unique spin on traditional Food and Beverage outlets, to taking advantage of trends in Social Media, we recognize that both owners and guests expect our modern boutique hotels to be on the cutting edge of hotel management.
In 2009 Desires Hotels was hired to convert and existing two star hotel in New York City into an exciting modern boutique hotel concept. The corporate and on-site sales and marketing team began the lovemark process in order to create the vision ( design and service) for the hotel. After the lovemark mapping process was finished and presented to the owner for approval, the team had come up with an idea. Since the hotel was going to take on a New York “vibe” the team envisioned a viral marketing campaign in which the local Madison Square Park neighborhood ( business and residential) would take ownership of the new name. An integrated internet marketing and grass roots public relations campaign was created in which locals would vote on the name and mark from a selection of five owner approved choices. The campaign which lasted a month produced twenty thousand ( 20,000) voters, the hotel name “The MAve” , and assisted the hotel in creating an initial database of five thousand ( 5,000) qualified customers before the hotel was opened . This in turn allowed the hotel to immediately conduct successful email marketing campaigns which resulted in one hundred thousand dollars ( $100,000) of business even before the hotel opened its doors.
In an effort to increase revenue from the mini bar outlet, Desires Hotels decided on a unique program to entice guests in a fun and interactive way. Arriving in their room, guests find an engaging card and special glasses that allow them to view a hidden message. These hidden messages welcome the guest to the room with discounts and specials credits to the mini bar, another personal touch delivered with a unique twist. The program has been well-received by guests and since its inception has seen a 20% increase in mini bar revenues.
To take advantage of the new channels of communication available via Social Media technology, Desires Hotels launched a destination podcast program in 2006. Imagine stepping off the plane and knowing exactly where to go for the perfect strawberry Mojito, the hottest nightclub, or chic local shopping. Desires Hotels’ destination-targeted travel podcasts have allowed the Managers of Desires to provide their guests with an insider’s guide to what’s hot in Miami and New York. This unique point of contact allows the guest to get a feel for the destination, as well as the property and the personalized attention they can expect from the Manager of Desires. Guests can download the podcasts to their iPod, other MP3 player or computer via the hotel’s website, or download and listen to it upon check in. The podcasts are updated on a weekly basis to keep arriving guests informed of the latest happenings in each city and give prospective guests a glimpse at what the city has to offer them.
Sample weekly podcast from Strand
The latest addition to the Social Media marketing program for Desires Hotels is a proprietary interactive Guest Comments tool. Travel industries studies have shown the growing importance of peer experience sharing sites, like Trip Advisor, to the decisions travelers are making about destinations and accommodations. Desires Hotels is providing guests the opportunity to share their experiences - even candid photos - directly on the property’s web site.