Servigroup Hotels, the leading hotel chain in the Valencian Community, has 18 hotels in the provinces of Castellón, Alicante, Murcia and Almería; and an establishment in Manizales (Colombia).
Its philosophy, based on the pursuit of continuous improvement, allows it to remain at the forefront of the tourism sector, managing season after season to perfect a mechanism that puts more than 2,000 workers at the service of its clients every summer.
The group believes that communication one of the most important assets for any company; and especially for those that are in direct contact with the client, as is the case with the hotel group.
Alejandro Benito, the new director of advertising and communication at Servigroup Hotels, states: “The Internet and social networks has brought about a change in the way companies and clients communicate. But technology advances at a frenetic pace, offering us new possibilities and what was successful on Instagram last summer already looks outdated. We have to take advantage of this situation.”
For Servigroup Hotels, the relationship established between a hotel and its guests goes beyond the period of stay and is something that must be addressed to create a bond capable of keeping a constant communication channel open between the company and its potential clients.
Benito continues: “Each client, armed with their mobile phone and hundreds, sometimes thousands, of followers on their social networks, is like a journalist whose review has the potential to reach an audience that we do not even suspect when we see them walking through reception.”
For this reason, and after more than 50 years of experience offering a service of the best quality at competitive prices, Servigroup considers it essential to use all the communication capacity of its hotels and tourist destinations to reach more and more people and in a different way; because each establishment and its location has enormous potential that can fit exactly what someone somewhere in Spain, or Europe, is looking for.”
Natalia Caballé, the new director of corporate image and institutional relations, refers to the importance of making known not only the hotel, but the destination and everything that surrounds it, so that travellers establish a greater connection with the place and want to return: “Benidorm, for example, is not only a city of skyscrapers and sensational beaches, but also a city full of life, surrounded by natural landscapes and a very welcoming social fabric that makes visitors feel at home.”
At Servigroup Hotels they consider that it is essential to identify the company with the destination where it is located and, therefore, each season, it is involved first-hand with numerous sports clubs and cultural groups in towns such as Peñíscola, Mojácar, Benidorm, Oropesa del Mar , etc. offering them sponsorship. Caballé adds: “we are committed to grassroots sport, to promote its good values in youth and facilitate access to it for many boys and girls.”
Another example of this is its corporate magazine Litore, of which there is a hard copy and a digital version, which has become a highly valued by travellers, since there they find a whole series of reports and proposals related to the company and the tourist destinations where it is located that often go unnoticed; but when they become known to the public, they do so to enrich their experience in the destination and, therefore, their satisfaction.
In short, Servigroup is clear that communication is not only about launching a certain advertising advertisement that is received by the public and awakens their desire to visit any of its hotels. But rather an opportunity to offer the traveller the experience they are looking for, then ask them how they experienced it, maintain a one-on-one relationship and increase their satisfaction, and, of course, reach more people.
Without a doubt, it is an exciting and motivating project that is one of the group’s projects for this season and in which a magnificent team of photography, graphic design, social media management, etc. has already embarked. composed of excellent professionals with experience and renewed enthusiasm.
