Concorde Hotels rethinks their Social Media strategy

The luxury hotel group Concorde Hotels & Resorts (part of Starwood Capital and once again separated from Louvre Hotels) has reviewed their strategy regarding their new Facebook page rolled out to 13 of their 27 properties.The head office wants to make sure they control the brand identify of Concorde in all Social Media tools.
Their corporate brand official Facebook page has already driven more than 4,000 "Like". The group marketing department has shared about 60 photos, 5 videos including this promotional ad and updates the wall frequently. They even respond to a customer who asks a question regarding a property who doesn't belong to the group anymore.

More importantly, the group has embedded a booking engine within their Facebook page as well as on their property Facebook page. Apparently, the early adopters have been pleasantly surprised by the uptake on such a decision.
There is still some work to do to convince and train other hotels to embrace these new communication channels. The group aims to roll out their Social Media strategy across all their properties by the end of the year.
On Twitter, the group is just getting started and it shows. A lot of information are pushed to users but no conversation or engagement whatsoever. It misses the interaction with your guests and your fans.
Having said that, properties like Hotel du Louvre are doing a better job to engage with their customers and clearly understood the importance to tweet back and talk with users rather that using a one way communication strategy.


The question remains whether you can you really control your brand identity and the messages on platforms like Facebook or Twitter?