In some ways Snapchat, Facebook Live or Periscope lead the way for virtual reality.
As an SPG member and 'Millennial' I have been surprised that SPG have not followed their competitors in adopting the Snapchat platform with an account for influencing an audience. Hotel chains are certainly moving towards the use of VR for their clients and the use of apps such as Snapchat will help to pilot.
As SPG boasts below, they are typically an early adopter and quite rightly cautious to put resource into a new channel that might not fit the overall strategy. The use of filters will certainly take advantage of their guests networks however.
This is an important example of not necessarily following the herd if the trend does not fit your target audience. SPG do offer a premium service that they may have calculated will not be reached through the Snapchat platform vs alternative use of resources. I would argue that their future client pipeline certainly are using Snapchat and utilising influencers to broadcast from their account would add value.
“We know that people are using Snapchat. We are looking to learn what’s the right way for us to enter the platform,” said Christine Espinoza, associate director of global social media strategy for SPG. “People may be at Starwood hotels for a work meeting or a relaxing vacation. We want to tap into these behaviors and communicate with our guests on their terms.” Starwood still doesn’t have a Snapchat account. The hotel chain has traditionally been an early adopter — it even recently introduced two robot butlers (called “Botlers”) to its Cupertino boutique Aloft hotel. The hotel chain lets its rewards members check in via the SPG app for Apple Watch. But the brand has trod carefully with Snapchat.
http://digiday.com/brands/starwood-learning-snapchat-branded-geofilters/
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