solhotels

Sol Hotels

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Thank you to eight&four for your comprehensive support on our social channels - you have been a driving element in our complex Renovation programme. We look forward to continuing our work across our brands with you in 2016 and beyond. quote mark

Sara Matarrubia

Director of Global Brand Marketing, Sol Hotels

Developing a Social strategy to sit at the heart of a 2 year Hotel Renovation programme

Since 2014 we have been responsible for setting the strategic social direction for this chain of 70 mid-scale hotels and resorts.

We drive collaboration between hotel properties by developing brand-led campaigns & initiatives, and content and community management for the 3 sub-brands across UK and Spain.

Our key focus is on understanding how social can be used to support the complexities of the customer consideration cycle – and ensuring internal stakeholders do too, through training of property teams across Europe on social trends & strategy.

In the last 2 years a key focus has been on generating cut-through content and influencer strategies for the brand - critical, as during the summer season, the travel industry is saturated with content. Travel brands have a limited time to keep the audience interested during the height of the season, so catching and retaining their attention can become a challenge.

Sol Beach House had relatively low awareness amongst it’s target audience and we needed to showcase how versatile the hotel is, allowing each guest to experience Sol Beach House their own way. We wanted to introduce influencer partnerships into the brand strategy in order to help raise the awareness and encourage engagement within the Beach House community.  We invited influencers such as Chessie King and Hazel Wallace to enjoy everything Sol Beach House Ibiza has to offer and share their experiences with their highly relevant audiences.

The selection process for the influencers included assessing their relevancy to the brand, their location, social reach, sentiment and frequency of posting to ensure they were the right fit for the campaign.

The Summer influencer campaigns reached over 130k new audience members, generated 35k views of Influencer content, and 20k engagements on influencer content.