Benefits of using Social Media Marketing in the Hospitality industry

Hospitality industry can use social media to engage customers and clients in dialogue and recognise their needs. Through these networking sites, hospitality industry can interact with consumers before, during, and after the vacation experience. It can be argued that the hospitality industry is entirely unique in the fact that success or failure will often depend much more upon customer reviews as opposed to discrete products or services. Basically the opinions of others will have a massive impact regarding how a business is perceived. In the past, this equated to simple word of mouth or the recommendation of a friend. Social marketing has now undeniably changed the playing field. So how can hotels and similar properties leverage this tool to their advantage?

 

It is first critical to know which sites they are visiting the most to appreciate what customers may be saying and doing. Keep in mind that this may not necessarily be popular portals such as Facebook or Twitter. Due to the rise of the smartphone, guests are now utilising locations which allow them to post pictures and descriptions such as Instagram and snapchat. Businesses must identify which sites are popular is the first step towards effective customer relations management within their industry, in this case hospitality.

Engagement is the very same rule which applies to every modern business. It is critical to socialise with customers, and this is why the concept of “social marketing hotels” has been created. Guests need to feel as if their needs are being addressed. Proactive client engagement will serve two primary purposes:

• It will contribute to building brand loyalty over time.
• Any problems can be identified and rectified to avoid future complaints.

It should also be mentioned that other patrons would see that the hotel takes the needs of its patrons seriously. This is an excellent form of passive social media marketing, and within the hospitality industry, such a benefit cannot be overlooked.

 

Social Media in Hospitality Industry Promotions

Social customers simply love hearing about new promotions and deals. As a growing number of consumers are now relying upon social networks to retrieve valuable information, it only stands to reason that such bonuses should be made visible. Customers can be rewarded by following or “liking” a specific page while they are also able to be sent timely newsletters. These strategies are other effective ways to build brand recognition and loyalty.

 

Pipeline Management

Social media should always be employed as a form of pipeline management. While sales data and occupancy rates are important, these may not provide the “big picture” necessary to make the most informed decisions. Social media posts and comments will provide an additional level of insight, and as a result, specific marketing campaigns can be tailored around trending subjects and issues which guests find the most appealing.

 

It is essential to have a dedicated person who runs your social media channels, knows the ins and outs, and can transmit your message and offers when creating a strategy. You must have low, mid-season, and peak seasons. You can use the high season when you have high occupancy to show that your hotel is a perfect place they must visit.

Show off your employees. They are the real asset to your property. Create a campaign around them, but be creative. Try to stand out and don't copy other hotels. Find a theme around your hotel and create a story to show your employees. I started a campaign with one of my clients where we showed a different side of employees, and engagement growth was 62% in just 1 month! They will feel grateful and motivated, and your engagement will skyrocket.

If you manage your hotel's Social Media, create a strategy over video. Decide what you want to show, and don't be afraid to test out various shots to see what works best.

Did you know that when you install a Facebook Pixel, you can target all your website visitors and guests who already booked with you and create a lookalike audience similar to your current guests and advertise to them? In different markets! Be smart about investing your budget and hiring a professional if you don't know what you are doing.

Social media is one of the most powerful tools to drive traffic to your website. Use it to make a human connection! It will give you the visibility that leads to more reservations.