1. Full digital strategy for W hotel
• Luxury chain of Starwood’s business hotel and resort
• Luxury lifestyle destination

2. Company goal & Customers
• W hotel wants to get different target
demographics
• Company goal is to increase awareness,
consideration, favorability and loyalty to
young travelers
• Customers: groups likely to be young
wealthy travelers between age 20-34

3. Social Media
Word of Mouth has always been the most important lead generator for Tourism
•Create a Facebook fan page
•Considerate Twitter
•Start a Flickr photo stream and group
•Start a YouTube channel
Facebook Twitter
Flickr
YouTube

4. What Twitter can do
Use Twitter Search to see
what people are saying
about W hotel
To be genuine to followers
Share ideas and links to
interesting stuff we find
Ask followers for advice on
new ideas
Break news on Twitter
Build customer
relationships

5. Pinterest
 Run a contest promoting customers’
pinboards
 Create pinboards to showcase W
hotel’s unique selling points,
highlight amenities, Share current
specials and packages, highlight
things to do or places to visit in
hotel area
 Encourage customers to pin their
own pictures of their stay at the W
hotel

6. Blogging
Blog building and update
Blog Types:
Hotel
Brand
Blog Topics:
Experiential
Analytical
Crisis
Trivial
Interview
Announcement

7. Promotion
Develop travel booking website relations by use promotion
•Make sure that W hotel is highly promoted in those website like Expedia,
Cheaptickets, Priceline…
•Vacation pakage & great deals (stay 5 night get last night free)

8. Mobile Marketing
• Speccing out a mobile
application and reach out
the target customers via
mobile devices
• Launch W hotel
application for iPhone,
iPad, Windows, Android
users.

9. Analysis
• Know which websites refer the highest
quality traffic
• Track number of social media mentions
• Track social media satisfaction
percentage

10. Budget
• Launch W hotel blog: $6000 per month
• Launch new presence on Twitter: $6500 per month
• Launch Facebook fan page: $6000 per month
• Other social media include Pinterest, Youtube, Instagram: $14,000 per
month
• Launch W hotel mobile applications: $5000 per month
• Other expenses includes salaries, advertising research, agencies and
software as a service: $12,500 per month
In total: around $50,000 per month (10.4 percent of annual revenue)