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ECONOMIC PERFORMANCE • customers
SOCIAL MEDIA:
EXPERIENCES 2.0
NH Hoteles aims to consolidate the close relationship it
maintains with its customers by
globally strengthening
its
social media strategy, including general interest topics such
as sports, arts, cinema, music and travel, and promoting
relevant events. Thanks to these actions, by the end of the
year, the NH Hoteles community 2.0 had grown by 37.66%
in Twitter followers, and 20.65% in Facebook fans. By the
end of 2012 the Company almost had
100,000
followers
in
Facebook, Twitter and Instagram globally.
This year it has also been stressed a
greater content
generation on a local level
,
characterized by the development
of new profiles and platforms in Mexico, Colombia and
Venezuela, in order to keep the global vision as well as to
strengthen the local contact.
Micro Story Award within the Mario Vargas
Llosa NH Short Story Award
Withing the 14
th
Edition of the Mario Vargas Llosa NH
Short Story Award, NH Hoteles launched in 2012 a micro
story contest in the Spanish-speaking social media (Spain,
Portugal, Andorra and America) to strengthen its bond with
the on-line community. Participants had to write a story
on 140 words, reinventing a character from Vargas Llosa’s
books in the 21
st
century. The prize was attending to the
award ceremony at Casino de Madrid, along with the Nobel
Laureate himself.
Davis Cup Contest
The Davis Cup and NH Hoteles share values such as
motivation, achievement, competitiveness, teamwork and
the meeting of cultures. Thus, the Company sponsors the
event since 2004 and during the most recent edition NH
Hoteles held a global contest making available for followers
a Facebook app and activating the hashtag
#
NHDavisCup
in
Twitter. From these platforms and the microsite daviscup.nh-
hotels.com the Company encouraged fans to send messages
of support to their favourite teams or players.
The winners of the contest won tickets for the Davis Cup
Final in Prage and enjoyed the chance of attending the
gala dinner with the teams in the final. The prize included
accomodation in the recently opened NH Prague. Likewise,
during the final some messages sent by the fans were shown
to share them with the players. The success of the action
raised brand profile and positioned NH Hoteles as
official
sponsor of the Davis Cup.
NH Day
Global commercial action supporting the Summer campaign and
involving all the Business Units. For almost two months, rooms were
given away through Facebook, what resulted in thousands of visits to
the hotel factsheets.
Customer Care 2.0
During this year, NH Hoteles carried on its Customer Care on social
media before, during and after the stay. Among all the services, it
is particularly relevant the complaint management during the stay,
reinforcing the customer care during the stay. This allows increasing
customer satisfaction and is an important link towards loyalty.
Commercial support
An important activity was channelled from the social media, boosting
reservations support. Likewise, the social presence of NH Hoteles
continued redirecting quality traffic to the commercial website.
PERSONAL DATA
PROCESSING
Personal information is handled using compulsory
standard
processes
which ensure the fulfilment of the appropriate security
measures. Furthermore, in the NH Hoteles Code of Conduct is
defined the respect of all Company employees for the legislation
on personal data protection when they handle data concerning
customers, suppliers, shareholders and employees themselves. The
forms enabling customers to exercise their right to data protection
are published on the NH Hoteles Intranet and they are accessible to
all employees who require them.
NH Hoteles strictly fulfils applicable legislation on data protection
and, in this sense, during 2012 the
biannual audit
on data protection
in Italy and Spain was finished. At the end of the year, we had only
received one complaint concerning the use of personal data in
promotion campaigns, which was successfully solved.
MAIN
CUSTOMER INDICATORS
2011 2012
Mystery Guest Hotel Visits
290
367
Nº of Assessments (NH Surveys + external pages)
211,577 229,809
Nº of NH Surveys to customers
105,135 89,985
Nº of Customer Care Communications
17,696 13,705
