Launching a new social media channel can be daunting. Whether debuting a brand new property, renovating an outlet or seeking to expand existing hotel channels; it is important to develop a strong brand voice, leverage influencers, curate content and consistently engage with users. Guests follow the property social media handles to learn more, engage with the property, and share their experiences with friends and family. Developing and maintaining strong social media channels are a critical part of brand reputation and guest engagement. READ MORE

Twitter is just like the new world of online dating. You need to swipe right on (signal affinity for) many potential suitors to match with just one normal person. And getting a match is only the start. You still need to spark a conversation and tailor it to the interests they've indicated on their profile. Careful though! If you take too long to answer, they may lose interest. Or worse-inundate you with angry follow up messages for "ghosting" them. READ MORE

For the past several years working with influencers has been a cost-effective tool for brands, including hotels and resorts, to reach target markets. But as an influencer's follower count gets higher and higher, so too does their partnership fee. A better option now is micro-influencers and nano-influencers. They allow brands to significantly narrow down targets without a very large fee. And, with precision targeting, help brands reach new markets. In the article, we will take a look at three ways KWE Partners helped client Grand Velas reach new markets without increasing their budget. READ MORE

Personalization and "people relations" have become a priority for businesses and especially hotels to succeed today. As always, relationship-building has been the key to sales and marketing successes across all industries. Businesses that proactively invest in their relationships with a human-touch, reap the best return on their investments, says Mia Schipani, President of Schipani PR, a boutique public relations agency specializing in hospitality. READ MORE

This research examines consumer reactions to types of consumer reviews and finds that when a satisfaction guarantee is not provided, the most favorable evaluations belong to positive reviews, followed by mixed reviews, and then negative reviews. With a satisfaction guarantee, consumers react the most favorably to mixed reviews and have similar evaluations of positive and negative reviews. Furthermore, this research concludes that uncertainty intolerance (i.e., the need for cognitive closure) enhances the evaluations of positive and negative reviews but lowers the evaluations of mixed reviews. Nonetheless, with a satisfaction guarantee, consumers' uncertainty intolerance enhances also the evaluations of mixed reviews. READ MORE