Hotels all over the world are doing all they can to get consumers to start staying with them again. During the economic downturn, a lot of people stopped travelling. To change this, hotels from all over Europe are offering special promotions. These promotions not only offer people great deals, but they also help the hotels advertise more. However, to make this work correctly, the hotels have to avoid offending people. Unfortunately, that is just what Kristall Sauna-Wellness Park did.
Kristall Sauna-Wellness Park launched a new promotion called the “Romantic Kristall Nacht Evening.” This is a promotion that caters to people who love spas. Unfortunately, this little promotion came on Kristallnacht, or the Night of Broken Glass, which happens to be the 75th anniversary this year. This is the name that was given to the night when Nazis attacked the businesses and homes of Jews.
Thanks to the new age of the Internet and social media sites, it did not take much time for people to notice that the Kristall Nacht sounds a lot like Kristallnacht. Since this promotion was advertised on Facebook, the hotel was soon under attack from angry Facebook users. The users were upset that a hotel would be so insensitive to Jewish people.
After receiving so many angry replies about the promotion, Kristall Sauna-Wellness Park decided to change the name of the promotion and issue an apology. It took to its official Facebook page and said that it acknowledges that the name of this promotion was inappropriate and insensitive. It often includes Kristall in its promotions and did not mean anything bad by doing it in this one. It also announced that the new promotion is just called the “Long Romantic Night.”
On November 9, 1938, nearly 91 Jews were murdered. On top of that, tens of thousands of them were arrested. During this time, Nazi mobs took to the streets and burned Jewish businesses, synagogues and homes to the ground. Kristallnacht is now viewed as the very first time that organized violence was used against Jews in Nazi Germany.
The comments that were left on the Facebook page of Kristall Sauna-Wellness Park were very mean. Some users said that the hotel should change its greeting to “Heil Hitler.” Some Jewish members even broke off into stories about what their loved ones had to live through.
This proves once again that due to social media sites, companies have to be more careful than ever when advertising. They have to make sure that the messages that they are posting are not offensive to anyone. This is hard to do because of how many people have access to messages posted on Facebook and other social media sites. It is likely that this hotel learned its lesson, but that does not mean that this will not happen again. After all, it did not intend for the message to be offensive when it posted it.