Wednesday, May 14, 2014

Driving Hospitality Revenue With Social Media

The explosion of social media networks across the globe in the last six years has forever changed the way many industries conduct their business, including the hospitality industry. Having a social media presence is becoming crucial for hotels in order to gain and keep the loyalty of their guests. Yet some hotels still are not capitalizing on the opportunities presented by this relatively new marketing tool. Many hotels go through the motions of establishing social media accounts and do nothing with them, letting them slowly die in cyberspace. There is no benefit to merely setting up social media accounts just for the sake of it. Continuous and ongoing follow-up is necessary to reap the rewards that are possible with a vibrant and engaging social network presence for the hospitality industry.
Besides the missed opportunities, this can be a dangerous practice as well. Hotels that ignore social media do so at their own peril. The public has shown its willingness to unleash their wrath on brands who have proven themselves or been perceived to be somehow less than satisfactory to their customers. It is especially essential, given the nature of the hospitality industry, for hotels to stay ahead of the curve. The conversation about your hotel brand is taking place on social networks, whether you are present or not. It is vital for all hotels to be aware and part of those conversations.
By the same token, the nature of social media can work extremely well for a hotel marketing campaign. Hotels have relied partially on favorable word-of-mouth advertising for as long as they have existed. Social media is nothing more than word-of-mouth on a grander and higher technological scale. An ongoing and vibrant social media presence benefits any hotel in a variety of ways including:
  • Higher level of brand recognition and visibility.
  • Improved customer service.
  • More direct and increased opportunity for guest interaction when they are not physically on the property.
  • Building, managing, and repairing, if necessary, the hotel’s reputation both online and off.
  • Leveraging new revenue opportunities through direct hotel booking on social channels.

Posted via OnFast -

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