Three Powerful Social Media Indicators That Are Overlooked

By Pedro Colaco President & CEO, GuestCentric Systems | February 25, 2018

Impressions. Leads. Conversion. Bounce Rate. Hands up who is really obsessed in monitoring these social media quantitative metrics on a daily basis?  Quantitative metrics tends to be the main priority when analyzing social media reach or success but there are some new key indicators and metrics that have been overlooked and can also be a key element for a successful hotel social media performance.

Most hoteliers are constantly worried about the same old metrics and looking for benchmarks that can help them to monitor their performance successfully on social media. But what about qualitative metrics and sentiment analysis? Are they meaningful? Which ones to use? What can we learn from them? How can we measure them?

Social Media's Impact on the Hospitality Industry

In recent years we have been noticing the rise of social media channels as a way for businesses to communicate and engage with their customers. According to Statista, social media is predicted to reach around a third of earth's entire population.

Regarding hospitality, social media has become a powerful source of information. Travelers rely on different social media channels to support their decisions and share their experiences, making it definitely one of the most important marketing platforms. The most important transformation that this new wave brought to the marketing worlds is the fact that brands are no longer in control. Brands are on social media with or without the brand contribution.

The most efficient hotel managers distinguish themselves by their capacity to quickly react to market changes and adapt to these changes. They need indicators and adequate measures to evaluate performance in social media.

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Coming up in July 2018...

Hotel Spa: Oasis Unplugged

The driving force in current hotel spa trends is the effort to manage unprecedented levels of stress experienced by their clients. Feeling increasingly overwhelmed by demanding careers and technology overload, people are craving places where they can go to momentarily escape the rigors of their daily lives. As a result, spas are positioning themselves as oases of unplugged human connection, where mindfulness and contemplation activities are becoming increasingly important. One leading hotel spa offers their clients the option to experience their treatments in total silence - no music, no talking, and no advice from the therapist - just pure unadulterated silence. Another leading hotel spa is working with a reputable medical clinic to develop a “digital detox” initiative, in which clients will be encouraged to unplug from their devices and engage in mindfulness activities to alleviate the stresses of excessive technology use. Similarly, other spas are counseling clients to resist allowing technology to monopolize their lives, and to engage in meditation and gratitude exercises in its place. The goal is to provide clients with a warm, inviting and tranquil sanctuary from the outside world, in addition to also providing genuine solutions for better sleep, proper nutrition, stress management and natural self-care. To accomplish this, some spas are incorporating a variety of new approaches - cryotherapy, Himalayan salt therapy and ayurveda treatments are becoming increasingly popular. Other spas are growing their own herbs and performing their treatments in lush outdoor gardens. Some spa therapists are being trained to assess a client's individual movement patterns to determine the most beneficial treatment specifically for them. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.