Hotel Media: Upload More Value to Your Online Reputation

By Ann Manion President, Hotel Advantage | May 29, 2011

Upon searching the word "hotel" on YouTube, I got nearly 3 million results. That same effort on Flickr delivered over 6 million images. Some of your hotel's content is in that mix, which is a good thing. But just because your property uploaded a video to YouTube or posted images on Flickr doesn't mean you have a social media campaign that will grow your business.

Beautiful images and short, clever video segments help set guest expectations. Here are some action items you'll want to move on if you haven't already:

  • Get YouTube and Flickr Accounts

YouTube and Flickr are your friends and will help your hotel build a strong online visual reputation. Start a library of photos and videos for sharing. Once you've established a diverse collection of content, place widgets on your website and other marketing collateral to let guests know where they can find your content online.

  • Show the People and the Passion Behind Your Great Hotel

Who will be the subjects of your videos and images? Forget stock photography, that's cold and impersonal. Your customers are more interested in seeing and hearing from the real people that will shape their guest experience. Think about involving members of your team. Look around, you might have a James Beard award winning chef, a doorman that has been with you for more than 30 years, or an outstanding associate you want to show off. Spotlight your staff in your marketing collateral and social media campaigns. One thing's for sure, we've all got to get more comfortable being in front of the lens.

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Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.