Ritz-Carlton highlights brand values with Foursquare-backed World Concierge

By Rachel Lamb

Upscale hotel chain Ritz-Carlton is stepping up its customer service strategy by introducing World Concierge Foursquare to worldwide consumers.

Consumers will receive traveling and city tips from Ritz-Carlton employees for destinations such as Dubai, Miami, Toronto and Berlin by following the company on Foursquare. This is the first time that a luxury hotel brand has extended its exclusive services to a mobile public audience, per Ritz-Carlton.

“As an organization, we are always seeking opportunities to evolve the communications landscape for our brand,” said Chris Gabaldon, chief marketing officer at Ritz-Carlton Hotels, Chevy Chase, MD.

“Over the last two years, we have launched brand channels on Facebook, Twitter and YouTube,” he said. “Foursquare is a rapidly growing social medium at this time that is populated by many Ritz-Carlton fans and loyalists, so it makes sense for us to be there.

“Both Facebook and Twitter have been successful platforms for us to engage at a deeper level with our guests. This is an extension of that process.”

Ritzy business
Consumers will have access to exclusive tips from Ritz-Carlton by following the company on Foursquare, at http://www.foursquare.com/ritzcarlton.

Concierges from all of the brand’s 75 properties will be contributing to this initiative. New tips will come out every week.

“We want to be available to travelers at all the touch points they would expect to find us, but in a unique and relevant way,” Mr. Gabaldon said. ”Because we don’t tend to make decisions based on peer-pressure, you haven’t seen the Ritz-Carlton jump into the space as quickly as others just for the sake of doing so.

“Instead, we opted to extend our services not only to guests who know us well and expect content of value, but also to the
traveling public at large,” he said. “This tailor-made approach is a wonderful way to showcase who we are as a brand, and as destination and travel experts.”

Ritz-Carlton is bolstering its customer service strategy by ensuring tips and service that one would find in its hotel properties are available wherever consumers go.

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Posted on June 28, 2011, in Luxury Brand Influence. Bookmark the permalink. Leave a comment.

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