Integrating a Comprehensive Social Media Marketing Campaign
By Jennifer Dunphy Vice President of Sales & Marketing, Vayu Media | March 16, 2014
It doesn't matter whether you're a luxury resort, boutique hotel, large chain, eco lodge or even a surf shack, social media marketing will boost your brand awareness and generate targeted website traffic all while engaging your past, present and potential guests. Were you aware that 55% of travelers liked Facebook pages specific to their vacation, while 76% posted their vacation photos to their social networks? Implementing a strong social media strategy can catapult your hotel into an entirely new playing field of guest engagement. Social media has the power to sway travelers' decision making process and in this article I will discuss why every hotel needs a comprehensive social media strategy, recent social media statistics, real success stories and how to get things started if you haven't already.
I'm sure that if I were to ask you, what is your best form of marketing? You would respond with something like "Word of Mouth and Referrals". Of course you would! It's free, it's easy, and what better way to attract new guests than through the praise of a past happy guest? Well, why is it that you are not actively engaging in a comprehensive social media strategy? It's free to join, it is relatively easy, it just takes time and the right strategy and you are well on your way to attracting more "word of mouth referrals" than you could have possibly imagined. Social media has often been referred to as word-of-mouth on digital steroids. Social media allows you to turbo charge your word of mouth and referral network far beyond the scope of "good old word of mouth". To put things into perspective, 92% of consumers say they trust earned media such as word of mouth (social media) and recommendations from friends and family, above all other forms of advertising.
Knowing The Numbers
Were you aware that 85% of travelers use their smart phones while traveling or that 46% of travelers will "check in" to a location via Facebook or Foursquare, for both business and pleasure? Better yet, with the explosive advancements of mobile marketing, 30% of these travelers have booked their hotels via mobile apps offering hotel deals.
Taking photos is the top action that travelers use their smartphones for while traveling. As a matter of fact, 76% of travelers will post vacation photos to their social networks both during and after their trip. Ensuring that your hotel has a strong social media presence is key to enhancing your property's exposure and making it as easy as possible for your guests to "spread the good word"
Social media guest reviews have the power to either increase your bookings or drive them away. In fact, 92% of all global consumers trust their friends and family's recommendations and word of mouth (social media) over any other form of marketing. A whopping 70% of all consumers around the world claim that online consumer reviews are the second most trusted form of advertisement, only second to actual word of mouth referrals from people that they actually know outside of cyber space. More importantly, when allocating your marketing budget, you should consider that only a mere 47% of consumers trust paid advertising such as TV and magazines.
Most important of all is that after a vacation, 46% of travelers will post a review of their holiday hotel. Every aspect of their stay will be recollected when they compose this review so the overall guest experience is the utmost importance and social media keeps hoteliers on their toes which ends up being a win win for everyone… the guests and the hotel alike.
The Hotel Business Review articles are free to read on a weekly basis, but you must purchase a subscription to access
our library archives. We have more than 5000 best practice articles on hotel management and operations, so our
knowledge bank is an excellent investment! Subscribe today and access the articles in our archives.