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How Luxury Hotels Mine Social Media in the Name of Comfort


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“Social media is a great tool for us to personalize their experience and make them feel special during their stay,” said Loews spokeswoman Christina VerHeul, who added that the hotel tracked down the birthday of a guest through social media and put a cake in her room. The hotel also learned the hobby of an arriving celebrity and had a local store custom-design a Melin brand skate cap with a diamond in its bill.


Chekitan Dev, an associate professor at Cornell’s hotel school, also receives unexpected bounty. An allergy sufferer, he breathed easier when The Breakers Palm Beach offered him a humidifier. New York’s Carlyle Hotel placed initialled pillows on his childrens’ beds. All this information, he said, was gleaned from the public domain. “There’s no downside if this is done well,” he said.


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