Hotel prepares social media response after campaign backlash
London’s Hoxton Hotel has created a bit of a social media storm this morning after unleashing its 500 room sale which was sold out in a minute.
Hard to believe for many fans of the property hence the backlash on Facebook and Twitter in the past hour.
Comments range from the annoyed saying it’s not physically possible to those saying the website crashed and the really outraged who are removing themselves from ‘like’ on Facebook immediately.
So, where did it all go wrong? Both the Facebook page and the Twitter page show happy fans of the hotel who managed to get a room, it’s just that those who didn’t now feel scammed and are more vociferous.
The hotel tells us the website-based promotion was real, ran smoothly at the time but was genuinely sold out in a minute.
The property is now preparing a response for the social networks and also has a second promotion running via a prize draw on Facebook for 50 rooms for £1.
The spokesperson also says similar campaigns will run in the future but dates haven’t yet been set.
So, is this a #PRfail, a trendy hotel under-estimating its popularity and what could it have done differently?
One thing it might want to do immediately is change the home page which currently lands consumers with a page that says the £1 promotion is sold out.
What will be really useful is the learnings from this exercise going forward and what the hotel’s next move is.
Social media experts always say a mix of good and bad views presents a balanced picture.
Will the Hoxton be able to turn some of those dissenters into brand advocates?
Linda Fox is deputy editor for Tnooz. For the past eight years she has worked as a freelance journalist across a range of B2B titles including Travolution, ABTA Magazine, Travelmole and the Business Travel Magazine.
In this time she has also undertaken corporate projects for a number of high profile travel technology, travel management and research companies.
Prior to her freelance career she covered hotels and technology news for Travel Trade Gazette for seven years. Linda joined TTG from Caterer & Hotelkeeper where she worked on the features desk for more than five years.