AccorHotels is using a social media platform to provide guests with a more personalised service.
The technology, from Local Measure, uses location data to collate all the content posted online about a hotel and enables the hotel to interact with existing guests and customers.
AccorHotels points to research it undertook two years ago showing that 77% of guests share visual content on social networks during a stay.
The Local Measure platform has been piloted at the group's properties in Asia Pacific and will now be gradually extended to further properties. Currently 240 properties are using the system.
According to a case study for the APAC region, the technology has enabled the group to pick up discussion about things that are going on in a property even if the hotel is not actually mentioned.
The social media specialist also enables AccorHotels to share the content across its websites and social media channels.
Other travel companies using social media platforms to provide a better experience include KLM which set its plan when a clear business case was revealed in 2010 during the Icelandic Ash Cloud.