Resort Invites Women To Tweetup From Mexico

One week, you're three young women in Ohio, tweeting about travel. The next you're tweeting from a luxury resort in Mexico, all expenses paid.

Here's how it happened. Every week, these women, who go under the name "The GoGirls" at a website called, host Travelers Night Inn (hashtag #TNI), an organized travel discussion via Twitter. It runs from 3:30 pm to 5 pm ET every Thursday; a community of three or four hundred participates -- producing roughly 4,000 tweets per session.

Themes vary, with the hosts tweeting a new question every 10 minutes. Past themes have included culinary travel and holiday travel.

Noticing the activity around Travelers Night Inn, KWE Partners, a PR and marketing firm in Miami, brought the GoGirls to Grand Velas Riviera Nayarit, a high-end, all-inclusive resort on Mexico's Pacific Coast.

The GoGirls (a/k/a April Mescher, Andrea O'Carroll and Rachel Wolery), toured the destination, interviewed resort and destination executives -- and conducted their Thursday Tweetup from the resort as the TNI community offered their experiences, ideas and travel strategies.



The resort was the first to host Travelers Night In -- a pretty expensive proposition. But the KWE folks think that the virtual session will produce a physical meet-up at the resort -- as well as other ancillary business. Travelers Night In skews young but the resort's marketers believe there's enough potential in honeymoon, girls getaways and other Gen Y excursions to make the press trip a worthwhile investment.

The Tweetup was announced on three weeks prior to the actual event -- with the theme "Mexico's Pacific Coast" (the local tourists also contributed to the trip.) Special "Girls Getaway" packages were created for #TNI attendees and promoted in social media.

ZipSetGo and its Tweetup claim to be impartial travel arbiters. While they clearly enjoyed the trip at the expense of the resort and destination, a KWE executive asserted, "The main thing is being transparent."

In addition to the GoGirls, there was press in attendance from National Geographic Traveler and Travel Girl Magazine. The event also received unsolicited promotion from a number of travel bloggers.

Based on the findings of a third-party data supplier, TNI saw a total of 3,361 tweets during the 90-minute session, representing 405 unique users; those Tweets corresponded to almost a million unique impressions.

As follow-up, promotions were posted for two weeks; also, the GoGirls posted blogs, photo essays and video interviews from the hotel and the destination on Facebook, Twitter and

Bottom Line: At a time when travel marketers and legacy media are debating the merits of bloggers as legitimate travel media, here's a leap to recognizing Twitterers -- and spending serious money on giving them a forum. KWE executives do say that their pre-invitation research revealed that TNI enjoys intense loyalty from a valuable demographic base.

If treating tweeters like full-fledged travel journalists seems like a stretch, consider that the sitcom "Stuff My Dad Says" is a full-fledged network television show based on a Twitter feed.

2 comments about "Resort Invites Women To Tweetup From Mexico ".
Check to receive email when comments are posted.
  1. Karma Martell from KarmaCom Inc., December 20, 2010 at 2:43 p.m.

    Harvey, great story. I just blogged about it.

  2. Andrea O'Carroll, December 20, 2010 at 4:03 p.m.

    Dear Mr. Chipken,

    As one of the aforementioned “GoGirls”, let me thank you for writing an article about our recent live Travelers’ Night In #TNI event at Grand Velas Riviera Nayarit. However, I feel there are a few pertinent details you overlooked (which we would have been happy to provide had you contacted us):

    1. Your article implies that we are young, inexperienced “twitters”. In fact, between the three of us we have 40 years of experience in the luxury travel, meetings, events and incentive industry.
    2. While a portion of our expense was paid by Grand Velas, we incurred considerable expenses as well. This was in no way a free trip in exchange for our promotion of the resort.

    While I agree that there is a lot of bad information in the twitterverse and blogosphere, I think it is a grave mistake to discount all the input of “twitters” or “bloggers” just for the medium they (we) are using. There is a counter-argument to say that people don’t trust journalists anymore which is why they are turning to new mediums that are open and honest. Our weekly Travelers’ Night In #TNI discussion and our website has become one such trusted source of travel information as it is community-fed information.

    Andrea O’Carroll
    “GoGirl” and Director, Strategy & Operations

Next story loading loading..