Due to the COVID-19 and its spread throughout the world, the economy has suffered a global slowdown. And the tourism industry is one of the most affected.
As a result of not being able to work as usual, hotels have opted to provide services centered on the virus: offering accommodation for healthcare companies, or providing temporary rentals, accommodation for students, residential homes, or offering rooms for companies and people who still need a place to stay. The hotel industry has had to reinvent itself to stay afloat.
This was the case of boutique hotel Cassa Lepage. Its manager, Julián Grano , chose to take a different path than other hotels and focused, like us at AMO Growth, on improving its LinkedIn presence and generating content focused on tourism.
We interviewed this hotel referent at the 3rd Expertin Live. According to him, LinkedIn offers the opportunity to generate networking, build new relationships, and share valuable information. After being on the platform for almost five years, he stated that building a profile on LinkedIn is a valuable process, and represents major progress for the industry.
For this reason, he is ready to create and share valuable content and make a difference. He stresses the importance of highlighting in your profile what you can offer to others, and not just mentioning yourself and your capabilities.
Is LinkedIn a virtual resume?
In Julian’s words, this social network is far from being a resume. The main difference is LinkedIn’s approach. A resume focuses on the person, while a LinkedIn profile focuses on others. By publishing content that focuses on others, you avoid falling into a self-referential position, which is important when working in the tourism industry.
Like any other content generator, your posts should be based on a strategy. Your target readers are colleagues or other hotel owners, making your content valuable to the hotel industry professional. Julian explains that using LinkedIn is about working collaboratively, considering his competitors not as rivals, but as colleagues. He claims that competition encourages him to improve himself, and from this angle, colleagues can find out what connects them and what they can share.
According to Julian, hotel industry managers don't fully exploit LinkedIn’s resources, and one reason could be they are unaware of its scope. Many people are not familiar with the benefits of social networking and are more interested in others such as Facebook.
Julian refers to LinkedIn as Facebook for business and states that engaging in this social network offers medium to long term opportunities. To open up new possibilities in a digital framework is the ideal context during this pandemic.
It's time for the tourism industry to start experiencing
During this era of self-isolation, Julián began to host conferences with other hotel owners. As a result, the hotels have become very popular in the industry due to its strong personality and interesting content.
In this innovation phase, he wanted to put his vision into action: if people can't come to the hotel, we will bring the hotel to the people. He thinks boutique hotels are more likely to make innovative changes than those in a hotel chain because he applies that vision both physically and digitally, and at the same time, he applies it equally to the hotel he manages as well as to other hotels.
Cassa Lepage Hotel is best known for its museum. Before the pandemic, it welcomed about thirty visitors every Friday. To provide the same service, but in a virtual space, Julian and his team decided to promote online tours. Among them, artists and experts were invited to give talks on different topics. This new initiative increased the number of visitors, or in this case spectators, to more than eighty.
Besides, they were one of the first hotels to follow a sanitation protocol. Julián made this information available on LinkedIn to support other hotels and to promote transparency to clients. In fact, he hopes to convey trust as a value and to let clients know that the hotel is taking all the necessary measures. It also works as a good practice to help its community and encourages other hotels to implement the protocol as well.
Reactivate the Tourism Industry
Even though the tourism industry is facing a challenging period, our hotel referent is optimistic about its restart. As he told our CEO, the first activity to be reactivated will be local tourism. And it will be post-lockdown due to the so-called "revenge spending", or the desire to travel after months at home unable to do so.
Once tourism is reactivated, we can confidently say that Julian Grano will continue to use LinkedIn, even more actively than before. Like our team, in AMO Growth, he discovered the benefits of sharing and creating content, regardless of the industry.
By reinforcing a personal brand, along with promotion, reputation and innovation, will allow businesses like Cassa Lepage, AMO Growth or any other, to operate during times of uncertainty. The global pandemic has resulted in a growing social awareness. During this time, it became clear that valuable content will always have the ability to connect people.