Over the past seven years, Erdogan Can Kabakci has played a pivotal role in transforming the social media presence of Rixos Hotels.
As the Country Content Manager at Rixos Hotels UAE, he has spearheaded the growth of the hotel group’s six properties and cultivated a loyal following, with around 2 million engaged users and more than 1 billion views.
One of his notable achievements is the success of one of Rixos Marina Abu Dhabi hotel’s videos, which garnered an impressive 80 million views on Instagram and TikTok alone.
He says this is testament to his strategic approach, captivating storytelling and ability to resonate with the target audience, which are spread across 7 social media accounts.
Erdogan, a former lifeguard, has drawn on his customer-facing experiences in his current role. “This understanding and empathy enabled me to create content that resonates with our guests and enhances their experiences.”
As country content manager he has helped transform social media at Rixos. He did this by shifting the focus from just content to a discovery platform. “Through destination and brand-oriented content, along with engaging user-generated content, we helped users envision themselves experiencing the property.”
He is most active on Instagram and TikTok, creating diverse content that showcases the unique offerings and experiences at Rixos Hotels. “While we maintain a consistent brand voice and messaging across all properties, we do have tailored social media strategies for each property.”
The engagement numbers are impressive, although high-end resorts and hotels do enjoy higher social media traffic. “The secret behind our numerous views and users lies in our commitment to producing informative and engaging content.
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“Our in-house team combines technicality and trends, catering to the platforms’ focus on discovery. This deep understanding of our offerings and dynamic activities at our properties allows us to create material that truly resonates with our audience.”
Karthik Priyadarshan is the Digital Director at Rixos Hotels UAE & ALL Inclusive Collection, with a passion for e-commerce and digital innovation in the hospitality industry. One of Karthik’s notable achievements was the creation of a WhatsApp chatbot, enabling prospective guests to interact with the properties directly and obtain information about the hotels.
Under Karthik’s leadership, Rixos Hotels UAE expanded its digital channels from two to ten. The digital strategy encompasses search, social media, extended social networks, display advertising, video, affiliates, chatbots and email marketing.
In his role, he is responsible for generating revenue for the group’s 45 hotels by using digital marketing strategies to reach its target audience. The team also manage booking channels to ensure a smooth and user-friendly booking experience. And through data analysis, it shapes campaigns and commercial strategies for different regions.
He is a strong believer in the power of e-commerce and digital on travellers, shifting from textual to visual content and inspiring millions on social apps. “Converting engagement into effective communication with the right audience drives action.”
The hotel’s regional rirect segment grew from $18 million in 2018 to $50 million in 2022, while its digital-inspired business now stands at $81 million now, compared to $35 million in 2018.
“The transformative power of e-commerce lies in controlling communication from inspiration to action and leveraging data for optimisation. Exciting times also await with Generative AI advancements in website operations, creative operations, and advertising strategies,” he added.
For Karthik, customer experience (CX) is crucial in the hospitality industry due to its customer-centric nature and emphasis on delivering exceptional guest experiences. “It is the primary focus in this industry.”
But standards vary among brands and hotels based on their training, knowledge transfer, and values. Each brand defines its unique service experiences through standardisations, making them incomparable to others.
“The online CX is also vital, with every touchpoint carefully curated to convey the brand’s communication, values, offerings, and points of differentiation from competitors.”
