Managing and Leveraging the Increasing Number of Real Time Media Channels
By John Beazley Managing Director of Hospitality, Trigild | November 04, 2012
Every minute of every day millions of people are online sharing all kinds of information, from family news to opinions on global issues to comments on where they stayed recently.
In fact, travelers are talking about your hotel on an onslaught of travel sites such as TripAdvisor, Yelp, Expedia, Priceline and Travelocity and ever-prevalent social media channels like YouTube, Facebook, Pinterest and Twitter.
With the growing importance of real time media, it is critical to keep in mind that what you say and what is said about your hotel can impact not just your reputation, but also your bottom line.
These real-time social media sites are having a profound – and growing – impact on the hotel industry. Providing hotel executives and site managers the ability to monitor, manage and guide their marketing efforts in real time and enabling them to influence market perceptions immediately, the sites offer tremendous opportunities -- as well as serious pitfalls. And now, with the proliferation of smartphones and mobile apps, the immediacy factor is not tied to a laptop or a desktop.
Brand Karma, a consulting company for the hospitality and travel industry, reported on its website that "mobile services are emerging and growing rapidly in the travel industry as travelers become more dependent on technology and expect to have everything they need on their smartphone. In fact, a study by Amadeus (2011) stated that 16% of the respondents used their smartphone to book their trips. It just shows how powerful mobile applications can be for the travel industry. And it's only the beginning – with an annual growing rate of 57%, the number of downloads is forecasted to reach 98 billion by 2015!"
We all know that a hotel brand can be bolstered – or bitten – by its Web presence or lack thereof. But as guests increase their use of sites like hotels.com, Google Places and Trip Advisor to find out what previous guest experiences were like and post comments about their stays, it is critical that marketers and hoteliers be on top of their game in real time.
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.