Concorde Hotels & Resorts, Paris, announced on Tuesday that it will launch a new, comprehensive digital strategy later this month that includes social media, e-commerce and a new website.
Concorde, a brand within the French hotel company Groupe du Louvre, will launch a mobile version of its new website, an initiative that is part of a three-tier e-commerce plan that includes mobile reservations and special offers, harmonized Facebook pages for all the brand’s owned hotels and a new Concorde website will include integrated videos and photos of the hotel property’s interiors and exteriors to “bring the brand experience to life.”Since their launch in March, the individual Facebook pages of Concorde’s owned hotels had an average following of about 1,040 users with the two largest being Hotel Concorde La Fayette, located in Paris with 2,717 “likes” and Hôtel de Crillon Paris with 3,899 as of Wednesday. The Concorde Hotels & Resorts brand fan page had 4,632 “likes.”Françoise Houdebine, vice president of sales and marketing for Concorde, said the company is spending a total of US$568,000 (€400,000) on the new digital strategy with an expected return on investment of 13% to 20% within 18 months.Concorde anticipates an increase in bookings via mobile and the Concorde smartphone application of 20% to 30% over the next five years.In addition to e-commerce, the digital strategy’s social media changes include harmonizing all the Concorde pages on Facebook, YouTube, Flickr and Twitter with the help of the Paris-based social media marketing agency Influence Digitale.Since their launch in March, the individual Facebook pages of Concorde’s owned hotels had an average following of about 1,040 users with the two largest being Hotel Concorde La Fayette, located in Paris with 2,717 “likes” and Hôtel de Crillon Paris with 3,899 as of Wednesday. The Concorde Hotels & Resorts brand fan page had 4,632 “likes.”
