Steven Seghers, President, HyperDisk Marketing and Alison Zamora, Manager, Social Media at Preferred Hotel Group (PHG) will debut the new “Experience Extraordinary” partnership strategy, leveraging exciting social promotions, sweepstakes, partnerships, and one-to-one engagement programs.
The program highlights will be outlined on May 14–17, 2013 at Preferred Hotel Group’s upcoming Global Sales, Marketing and Distribution Conference being held at the Trump Ocean Club® International Hotel & Tower in Panama City, Panama.
Mr. Seghers, a 20-year veteran of online marketing for the hospitality industry and the President of HyperDisk Marketing, Inc., an exclusive digital marketing and social media partner for PHG, said the idea behind the program was formed through years of case study research with existing hotel clients and through collaborative promotions with PHG management.
“Luxury independent hotels maintain excellent guest loyalty, but they also have limited scalability and market reach, so executing national outreach campaigns through social media is very difficult and cost-prohibitive. Therefore, the concept around “Experience Extraordinary” was to create a stronger connection for property revenue generation and the opportunity to broaden new guest relationships,” explains Mr. Seghers.
This will be the fourth appearance at a PHG Sales & Marketing conference event for Mr. Seghers, who was recently accepted into the International Society of Hospitality Consultants (ISHC) based on his contributions to the industry and depth of his hospitality experience.
The other events at which Mr. Seghers spoke include the 2011 and 2012 Global Sales, Marketing, and Distribution Conferences in New Delhi, Beverly Hills and Cancun, and most recently at the 2012 Historic Hotels of America Conference in Ojai, CA.
The “Experience Extraordinary” program was compiled from multiple sources and case studies, including recent market data from the Syncapse research paper, “The Value of a Facebook Fan 2013: Revisiting Consumer Brand Currency in Social Media.”
Among the many data points available, one key takeaways surrounding brand advocates is that “…having them as fans enables you to combat inevitable category promiscuity by reinforcing positive brand attributes and delivering relevant purchase triggers.” PHG will facilitate this ideal in conjunction with member hotels through monthly social media collaboration calls with PHG’s Manager of Social Media, and through co-marketing programs. More details about the “Experience Extraordinary” program will be provided at the conference.