The Future of Hotel Marketing: Social Media Synopsis

By Judy Hou Directeur General/CEO , Glion Institute of Higher Education Worldwide | April 14, 2013

Hotel chains that are open to 24/7 online social communications with their fan base can sense the power of a free flowing exchange of ideas, and capitalize on a low-cost marketing channel solution. Communication with customer base via social media channels is now expected as standard, whether these platforms are utilized to shape brand image, facilitate user-generated content or compliment a targeted pay-per-click campaign, social media is vital to the success of a hotel property.

Moving into the future, the presence of the brand profile itself is no longer enough. What have we learnt so far in such a short space of time? How can we develop strategies to better optimize our online presence and manage our social audiences in order to remain competitive? What can we be doing to leverage these social platforms and optimize hotel revenue?

There is no question that social media has become a major component of digital marketing. Companies need to be proactive in developing their social media strategy to gain a stronger footing. Paying close attention to technological developments as 4G network coverage gains international momentum as the speed at which international social audiences can navigate the Internet will accelerate, aiding our increasingly connected right here, right now online lifestyles. With the volume of communications online reaching unprecedented levels, marketers of hotel properties must listen and respond appropriately and promptly. Striving for a 'within the hour' correspondence turn around and having round-the-clock monitoring with dedicated customer services management for the social shop front is the target in view.

Social media platforms such as Facebook, Twitter and YouTube provide an opportunity for hotel companies to create a social buzz about their brand at the corporate level, while at the property level inspiring travelers with a hotel's unique selling points (USPs). In order to shape brand image and spark brand awareness through these platforms, companies need well-crafted content plans where they can regularly promote their businesses virtues. The social sphere should become a place for reputation management, where hotels publicize positive company updates, interesting and authentic company history, new properties opened, awards received and involvement with CSR and local communities amongst other content. These content that may otherwise clutter a hotel website unnecessarily can be pushed out routinely to entertain a social audience and give them valuable insight into the different dynamics of the hotel brand offering.

Guests can additionally engage with a brand and give feedback about their stay on a hotel property's social profiles, which will help to influence prospective visitors in their decision makings. Furthermore, having quality photos and ready content that is worth sharing on the property's social site, properties can help guests in sharing their brand experiences and hotel stays with their acquaintances via their news feeds - a guest than becomes more than just a guest, but an e-ambassador for a brand. This feature in social media facilitates and promotes consumer participation whilst simultaneously helping individuals affiliate themselves with a brand name which can sometime boost their own social status. It's every marketer's job to help our guests to tell their special stories and share sneak previews into their personal lives online in the most refined and brand enhancing way possible.

All this is well and good, but staying competitive is where one can develop their social sales opportunities. Today's savvy connected consumer spends time researching into whether a hotel is really right for them before going ahead with their booking; the cost of the room is just the tip of the iceberg. This is where the media in social media shines through as the company displays an abundance of offerings, their properties and the intricacies of their products, to a captive audience. Professionally shot hotel photos, informative video interviews with amicable staffs, exciting food & beverage offerings and virtual tours all help to give a fantastic impression of the brand experience and allow people to decide whether this offering will really fit their accommodation, dining and facility requirements.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.