After the Brazilian Influencerin Fabi Gama 2016 had posted on the Social-Media platform, Instagram a Video about the Infinity Pool of hotel Villa Honegg whether Ennetbürgen, was the 5-star Superior Hotel, suddenly heard around the world. Since then, have been on Instagram for over 20'000 posts with the Hashtag #villahonegg published and the Villa Honegg is a worldwide reference when it comes to Social Media hype.
check out this post on Instagram to
???? Stairway to heaven at @villahonegg ????. Quem você levaria para dar tibum noturno nessa pisci numa sexta à noite, hein? ???? Bom final de semana!!! ??Para ler tudo sobre o Villa Honegg acesse www.loucosporviagem.com @goprobr
Three years in the age of Social Media, a long time. How is the "Gama-effect" in the Villa Honegg still being felt today?
Philipp Tschumi*: We are also reminded today at our daily work more regularly in it. Sometimes it feels as if we would have been the first Hotel in the world, that through Social Media a Hype has experienced. Even students involved in your completion of work with "our" case, according to-inter alia-the question of whether a Social Media Hype is controllable.
*Philipp Tschumi (35) is stv. Host of the luxury hotel Villa Honegg in nidwald niches Ennetbürgen. Photo: PD
And, the Hype was controllable?
Our colleague has written of this work at the HFT Luzern, came to the conclusion that Hype is not to be made to order, in certain respects, but can be controlled. So you can deal better and less good with an unexpected Hype. To us, it was not, for example, from the beginning is important that we begin to neglect our core business. Finally, most of our guests still come from Switzerland, book us as a Seminar Hotel or visit the Restaurant.
don't it Bother you that the Hotel will be reduced for 2016 to the Pool?
We all know that we are sometimes due to the Pool-Videos, today, in an economically very convenient location to reach the many 5-star Hotels only after a much longer period of time, if at all. We put every effort to show that we are more than "just" the Pool and the contact with our employees remains the most enduring memory from the stay. This is the only way to gain new regular customers.
you Can summarize the extent of the hype in terms of Numbers?
While we previously received in an average of 40 E-Mails per day, it was 2017 up to 400. Also, the interactions and Postings on Social Media have increased. On pleasing the economic effect is most but of course: While the in 2011 renovated, the Hotel operated at full capacity from 2013 to 2016 in an average of 60 percent, as of 2017, 90 percent and more. This is in comparison to other houses in our category is a fantastic value – especially as we are open all year long.
changes in the guest structure?
Our audience has become international. While we once occupied by the primary guests from the Switzerland and Central Europe, we are increasingly today customers from the USA, Asia or the Arab region in the near future. And some visitors from Overseas, who once followed the Pool-Hype, are now among our regular customers.
The luxury hotel in a charming evening atmosphere. Photo: PD
How does this affect the daily work of employees?
Since we have a lot more visitors, just one or two nights stay, will be less time, the guest and his needs meet. And while we try to make the new customers with our culture, we train our employees in terms of intercultural competence. Thus, the harmony device, with the regulars out of balance, we need to know, for example, how to react to it, if the child of a family from a us not-yet-completely-familiar culture-the Restaurant keeps you on your toes.
Influencer does not have the best reputation and are often branded as freeloaders. In this respect, the above-mentioned facts...
looking at our utilization numbers, it would be presumptuous to complain to us. surprise But we have effectively made only a few bad experiences. In our opinion, the quality of the Influencer has improved requests for 2016 in a clear and outrageous, or completely irrelevant questions are clearly in the minority. One of the reasons is for sure is that the opinion-makers see that we will handle your requests professionally.
This is the name of the Villa Honegg is also working with Influencers?
Today we get per week, on average, 15 to 20 requests of Influencers from all over the world. We check all the Profiles, and on average it happens once per month to collaborate. The Influencer is to help us to sell our regular audience in addition to emotions and stimulate travel desires.
How many Followers on Instagram you have to have to be taken into account?
The Size is only one of many factors that we take into account. Prerequisite is a Mediakit with the most important key figures is safe. In General, it is very important to us that the language of images and the philosophy to fit us. Who's appearance is set, or unnatural, we have little Chance. Very relevant for us, the geography is. The pure follow the number, for example, in the case of Swiss less important than Influencers from markets, which play a subordinate role.
Hashtag #villahonegg on Instagram over 20'000 posts. Photo: PD
What you describe is more effort sounds like a considerable. Who cares in the Hotel it?
The time required is not really negligible – especially as we have guests from all over the world at any time with contact shots on our Social Media channels. We have set up as a reaction to the Hype, an employee that takes care of in a 50 percent workload to the Social Media channels and the received Influencer requests a pre-selection of hits. Subsequently, the Marketing Team and the management will decide who is effectively invited.
Had to be set up in the Hotel and especially the Pool, new rules?
Basically, the same rules apply for all of our guests. False expectations of Influencers, we try by a clear Briefing in the run-up to eradicate. We didn't see us until now, therefore, for example, be forced to limit the Pool times. Limits there are for us there, where other guests will be disturbed, and the mutual respect is missing. For example, it is not for us into question, that someone builds a professional photo Studio by the Pool, or a drone fly. Also persons, who were on an inflatable Flamingo or 100 heart balloons in the Pool, scan, received a friendly rejection.
Why distribute the Villa Honegg at a capacity utilisation of 90 per cent, even Free Nights?
In contrast to the "normal" guests, Influencers are not just for relaxation with us. We receive a counter-performance, we define the run-up to usually clear. In addition, you need to take care of it is also up to the arrival. On the other hand, we must also ensure that we remain in the long term, even without "swimming Pool-Hype" in the conversation – there are no experience values, the time after which the effect decays. We have not closed in spite of the highly satisfactory capacity utilization of our marketing Department. The regional partners are, and remain, very important for us.
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Created: 31.10.2019, 10:02 PM