Relevant Channels For Hospitality
Social media has been a transformative force in the hospitality industry, changing the manner in which hotels market themselves to the traveling public. With the medium itself in a constant state of change, adding new channels regularly, hotels run the risk of diluting their online marketing efforts by trying to be everywhere at once. It is therefore imperative for hoteliers to carefully select the most relevant social platforms for their hospitality marketing campaigns.
A robust presence on the world’s largest social media network is of course absolutely essential to any hotel’s social media effort. With well over a billion users worldwide, Facebook opens up a hotel’s exposure level to a vast pool of potential guests. The social media giant provides an effective platform for hoteliers to connect with users through engaging in conversation, posting special promotional offers, running contests, and gathering customer feedback. As the public increasingly begins their exploration of travel options on Facebook, such social media activities will grab their attention.
Although not as large as Facebook, the micro-blogging site Twitter has over 271 million active monthly users according to the network’s figures halfway through 2014. A sizable audience for a platform that can potentially make user’s Tweets go viral at the speed of light. Also according to the company, last year in 2013 the 55-64 year old demographic experienced the fastest growth in the amount of users. Twitter affords hotels with a useful platform for timely responses to questions and comments from guests and past customers. Twitter can also act as a conduit for hotels to connect with industry influencers, such as the news media and bloggers, to seek their assistance with promotions.
Having more than 70 million users, most of whom are women, makes Pinterest a vital piece of any hotel social media marketing campaign. Pinterest is largely visual in nature, making the platform perfect for hotel properties to share gorgeous images of their accommodations, amenities, and surrounding area as a destination, etc. The largest demographic base of Pinterest consists of women between the ages of 18 and 35, important decision makers regarding travel arrangements. Another advantage of this platform is the high conversion rate of Pinterest users afforded to brands with a presence.
In the next part in this series we will take a look at a few more social media networks for hotels to consider for their marketing campaigns on the medium.
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