Why Social Media means Business for Hotels
As Digital Marketing matures in scope and power, the Hotel Industry need to catch up.
Hospitality
Historically Hospitality goes back to the Ancient Greeks. We also see tracks of it in the Bible. Here are just a few samples;
Hebrews 13:2
Do not neglect to show hospitality to strangers, for thereby some have entertained angels unawares.
1 Peter 4:9
Show hospitality to one another without grumbling.
Romans 12:13
Contribute to the needs of the saints and seek to show hospitality.
The start of the hotel industry – In France, at the beginning of the fifteenth century, the law required that hotels keep a register. English law also introduced rules for inns at that time. At the same time, around 1500 thermal spas were developed at Carlsbad and Marienbad.
During this epoch, more than 600 inns were registered in England. Their architecture often consisted of a paved interior court with access through an arched porch. The bedrooms were situated on the two sides of the Courtyard, the kitchen and the public rooms at the front, and the stables and storehouses at the back. The first guidebooks for travelers were published in France during this period.
Hospitality is built upon principles of the relationship between guest and host. Behind these principles, we often find standards, regulations, legalities, norms, traditions and products or services delivered within these principles.
Today the Hospitality Industry is bigger and more complex than it’s ever been. In the US over 14 million people are employed in the travel and tourism industry. The demands for Hospitality Services today’s is at unprecedented levels.
Social Media
Social Media are tools that allow people to create, share or exchange information, ideas, and pictures/videos in virtual communities and networks.
Today Social Media is a sophisticated medium that adds new values to the Digital Landscape.
What many brands and Hotels are missing out when it comes to Social Media. Due to revolutionary technology Social Media Channels allows us to track and analyze very detailed data today.
Deloitte and Facebook did a research that provides value insights on how the Digital Landscape provides new shifts that will benefit the travel and hospitality industry.
Hospitality and Social Media
Social Media and Social Marketing represent some form of scarcity for many in the Hotel Industry.
Social Media is a sophisticated media channel that provides a two-way channel with tools that support marketing, operations, finance, or human resource activities for Hotels. Though most consumers see Social Media more as fun channels where they interact with a large extended community of friends and family.
Today the Social Media eco-system has evolved. Not only has technology improved dramatically, but also how consumers today access this technology.
Hotels that seek Social Media ROI the concept of ‘Social’ becomes a misnomer. Likes, followers, connection, and shares in itself has limited effect on real-world bottom line results unless your Hotel takes additional steps to derive value from this new form of relationships.
Social Media as we know it today consists of advanced Digital Marketing Channels. And your Hotel needs to implement these Digital Marketing Channels in your Hotels overall Marketing and Operational Strategies.
Travelers today are influenced by their Social Media Communities in different ways through the Customer Experience process. Many travelers find Digital Marketing Channels as a source of inspiration.
If we look at the Social Media equation; Social represents the engagement aspect, and Media represent the relationship aspect of the equation.
The Social aspect of this can be rather noisy today, and the Media aspect is more complex than just a friendly smile.
Social Proof alone is not enough
Social Networks has brought on a set of new performance indicators; Friend, Like, Follow, Connect, Tweet, Share, ReTweet, +1, Pins, Repins, Clicks, Views, Toggle and Comments.
These are all important performance indicators. No doubt that today numbers play an important role in the Social Media Ecosystem. But from a Hotel perspective, you have to go behind the numbers.
What does this mean for our Hotel?
Obviously if the primary objective this year is to increase the numbers of Likes or Followers it will do you absolutely no good if it is not tied to your Hotels overall Marketing Goals.
Identify Key Performance Indicators that support your Hotels overall marketing goals.
| Awareness | Sales | Retention |
|---|---|---|
| Brand Awareness/Recognition | Business Building / Revenue Generation | Total Customer Value / Lifetime Customer Value |
| Net promoter scores | Conversion / purchase | Retention / loyalty |
| Customer Engagement / reference points | RevPar | Operations / cost savings |
| Listening Strategy | Click through rates | Customer Service |
| Tools | Calls To Action | Operational Efficiencies |
Social Media means business
Many Hotels is using Digital Channels to drive more booking revenue of business travelers and increase the
the success of their marketing campaigns.
Make sure you optimize each channel to fit its unique purpose and reach. Do your groundwork, do your research and you start discovering that Social Media will bring in new business to your Hotel.
Infographic: Deloitte
SOCIAL MEDIA MANAGEMENT AND FACEBOOK ADVERTISING FOR HOTELS
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Our Social Media Management team has refined these processes to help Hotels. Contact us today to learn more.
Join our Free Hotel Social Media Community on Facebook for more in-depth insight.
Try something new it will magnetize your Hotel!
Be flexible and identify new ways to make guests happy.
As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
About the author
Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast
