Skift Take

The social road trip, launched alongside a traditional media campaign, is a clever and more interactive way to engage guests and attract new customers drawn in by properties they didn't previously connect with Loews.

Loews Hotels and Resorts is taking its social media followers on a trip this summer to the group’s 19 North American properties.

The hotel group’s new blog Wish You Were Here tracks its social media manager Piper Stevens as she tweets and writes her way through all the Loews hotels.

The Summer Social campaign is meant to promote the hotels’ properties and social media presence. Loews also introduced bookings and travel promotions on its Twitter and Facebook accounts at the start of the campaign.

The campaign was launched alongside a more traditional $4 million ad campaign with the tagline, “the room you need”.

What a road trip looks like on social media

The addition of #WishYouWereHere tweets keeps @Loews_Hotels twitter stream active and engaged. According to SkiftSocial, Loews Hotels sends an average of 23.3 tweets a day. Out of the 326 tweets posted in the past 14 days, 65 were replies and 38 were retweets.

The Loews Social Summer campaign also posts pictures and links to the blog on Facebook where Loews has more than 30,000 “Likes.”

On loewshotel Instagram account, there are images of the destinations surrounding each hotel visited, in addition to the usual photos of properties.

There are, of course, also YouTube videos uploaded on the blog in each new city. The videos suggest that few Loews fans are actually following the road trip. A 3-minute video on Washington, D.C. received 42 views and its 4-minute counterpart on New York City only received five views.


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Tags: loews, marketing, social media, summer

Photo credit: Loews' new blog Wish You Were Here tracks the hotel group's social media manager Piper on a road trip to the 19 Loews properties. Screenshot / Loews Hotels and Resorts

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