Hospitality in the era of social media

Luca DeplanoVice President Brand Communications

Shangri-La Hotels & Resorts

Trave le r s need s a re evo lv ing

Brand Mission

Inspire and enable people to find their unique and

sublime experiences

Everyone’s paradise is unique. Paradise can be a big or a smal l thing, or i t can be a feel ing, a place, a smel l .

Shangri -La, you’ l l know when you find i t

67%of consumers in the APAC region now expect to be

treated as ‘unique’Source: Market Research -

Missing Customer Expectations in APAC 

Leisure travellers are looking for unique experiences

How we know it

• Conducted online survey in china• 100 consumers in T1/T2 cities• Affluent• Traveled at least 2 twice per year for leisure

60%Unique

Experiences

55%Different Culture

38%Sightseeing

21%Family &Friends

50%Dining

Shangri-La is now evolving

3 Principles to Customer CentricityListening &Connecting

Unique Experiences

Co-create & Collaborate

Listening &Connecting

Unique Experiences

Co-create and collaborate

Co-create with our guests

Collaborate with influencer

I t p a y s t o p a r t n e r w i t h t h e r i g h t i n fl u e n c e r s

3,855,195Total Social Impressions* generated 1,904,695

Total Post Interactions with 166 postsAverage post interactions: 11,474

on Influencer accounts : - @BeautifulDestinations, which includes:

@BeautifulDestinations (5.6m) @BeautifulHotels (1.6m)@JeremyJauncey (374k)

@Jacob (253k)@TomJauncey (29k)

- @felecool (512k)- @michaelmatti (103k)

100,500Total Post Interactions with 113 postsAverage post interactions: 889on @Shangrilahotels @ShangrilaMauritius

Content remains king

What do we actually mean by content?

InspireInform Entertain

T h a n k Yo u