This national hotel chain has an unusual mixture of economy and luxury properties as a result of recent mergers and acquisitions. They needed to breathe life into their loyalty program and, more critically, to position themselves against the competition effectively. The chain had been essentially ignoring their web presence and traveler review sites since growing in size. With an extremely conservative corporate culture, any digital campaign would require careful considered before being launched.

GOAL: Understand the impact of social media on guest perception and search ranking. Benchmark the company and its top competitors.


  • Benchmarked and monitored three top competitors’ social media efforts.

  • Created a listening tool and process to address mentions of the chain online.

  • Developed test content for social and other digital channels.

  • Got social media approved.

  • Repositioned loyalty program, ultimately resulting in multiple awards.


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