|First 'Twitter Hotel' Making Waves Around Social Media.|
By Melanie Nayer ~ Weekly Exclusive - Views On The Latest Trends
Wednesday, 14th August 2013
Exclusive Feature: Talk about taking social media to a new level, one hotel in Spain just opened as the self-proclaimed 'first Twitter hotel experience' in the world, but the question is, how different is it from any other hotel using social media?.
The Sol Wave House in Majorca, Spain merges "the real and virtual worlds to create a totally new experience," says the website.
Owned by the Melia brand, the hotel seems to be pushing the concept of the hashtag to its millennial guests, offering services and attending to questions and comments based solely on tweets.
Let's revert back for a moment to what other hotels are doing, for comparison purposes.
Various hotels, including Marriott, InterContinental, Aloft and Kimpton, have introduced social hangouts in the hotels, and even offered some Twitter specific campaigns. The Mandarin Oriental in New York even has a drink list in their lobby that's created off social media concepts.
And of course, all of these hotels and plenty of others correspond with guests via the hotel Twitter handles.
As for the Sol Wave, in addition to its prime location on the beach and seemingly endless options for restaurants, bars and live entertainment, there's a check-in desk, restaurant staff, pool service and room service. There's also regular rooms and suites that have no mention of the Twitter-only concept.
But here's what the hotel did do that separates it from the rest: it marketed this "Twitter only" concept to its guests in a truly unique way.
The hotel opened a Twitter Party Suite that comes with a dedicated Twitter concierge, who responds to all party room requests through the #TwitterParty hashtag. In addition to the normal hotel services and amenities, the Twitter Party Suite hands out a 20% off discount to the hotel's bars and restaurants, and free WiFi.
For all other guests, a #SocialWave hashtag is used to communicate with other guests of the hotel, as well as the hotel staff. You can do everything from order room service to order drinks at the pool, and make restaurant reservations using the hashtag.
Rather than just communicating and responding over Twitter, the Sol Wave took things a step further and created unique experiences happening at the hotel through Twitter only. The idea isn't unique or drastic, but it is actionable and executable, and that's what makes it creative and engaging.
The hotel’s Twitter account – @SolWaveHouse – has a little over a 1000 followers, which I expect will grow as this new hotel hashtag takes flight.
This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted.
Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.
Melanie writes a weekly exclusive column for 4Hoteliers.com